social influencers: identifying and measuring their impact on social media

Social Influencers:Identifying The Impact In Marketing

Jon DickSr. Director of Marketing with Klout - @jondick, @Klout

Uri Bar-JosephDirector of Demand Generation with Simply Measured, @uribarjoseph, @simplymeasured

Jess EstradaFounder and Digital Strategist at Fresh Jess Media - @jessestrada

© 2014 Simply Measured, Inc

SpeakersJon DickSenior Director of Marketing at KloutJon Dick leads marketing for Klout as part of the team at Lithium Technologies. In this role, he works with the world's largest brands and agencies to shape the future of social media marketing. Jon spent 6 years in Chicago performing improvised comedy before earning his MBA from the Harvard Business School.

Social Influencers – #SMInfluencers


SpeakersUri Bar JosephDirector of Marketing at Simply MeasuredAs Director of Marketing at Simply Measured, Uri Bar Joseph and his team are responsible for building and optimizing the demand generation "machine" that fuels the company's growth. Previously, Uri managed Optify’s demand generation as Director of Marketing. He has a monthly column on SearchEngineWatch, and he writes for his company’s blog as well as his own blog, The Marketing Athlete.



SpeakersJess EstradaFounder of Fresh Jess MediaJess Estrada and Fresh Jess Media are focused on helping brands, small businesses and non-profits bring their online presence to life. She is a weekly contributor for the Independent Fashion Bloggers community, and writes for publications, brands, organizations and community sites on a regular basis. Her work and blog have been featured in Gilt City, Seattle Metropolitan Magazine and on the websites of brands like Quiksilver, West Elm and Microsoft. She has been featured as one of Seattle's 25 Most Influential Businesswomen by BizTechDay and voted the 2011 Young Northwest Blogger of the Year by DList Magazine.


HousekeepingListening/voice optionsQuestions and chat room#SMInfluencersRecorded webinarPost-webinar survey

Finding Influencers with Klout


What makes someone influential?

Influence

Reach

ResonanceRelevance



Understanding different levels of influence

Celebrities & Brands

Semi-Pro

Citizen Influencers



How Klout Measures Influence

Social Data

Real-world influence

Topical influence

Content Creation

Online Communities

Klout Score = Reach + Resonance Topics = Relevance


Influencer Marketing in 5 Steps


Step 1 – Define your market (Relevancy)

Networks

Industry Location

Keywords (topic)

I + L

N + K

I + N L + KLINK



Step 2 – ID the influencers (Reach and Resonance)

• Klout Score• Reach • Simply Measured• Internal referrals

• Lists• Competitors



Step 3 – Reach Out1. Plan2. Engage 3. Be personal4. Personalize5. Relevant 6. White glove 7. Show value



Step 4 - Ask• Be specific and clear• Have goals

• Create an experience• Make it mutually beneficial



Step 5 – Measure Success


Working with Influencers


The Road to “Influencer”



From a Blog to a BrandSpeaking engagementsWritten contributionsEvent participationBrand partnerships

Sponsored postsGiveawaysTravel

Working for myself!



Influencer Outreach:Best Practices for Brands• Do your research

• Be patient

• Specify your goals

• Creative customization

• Keep it real



Brand Partnerships



Key Takeaways on Influencer MarketingJon Dick1. Consider Reach, Resonance &

Relevance to identify the right influencers for your brand.

2. The Klout Score measures Reach & Resonance. Klout Topics identify Relevance.

3. Citizen Influencers are a powerful alternative to traditional influencers.

Uri Bar Joseph1. Create a strategic plan for

influencer marketing.2. Personalize your plan or

requests based on the influencer.

3. Always measure – both to benchmark before your campaign and to report your success.

Jess Estrada1. Choose the right influencers

(influencers that align with your brand, rather than influencers who are popular).

2. Build mutually beneficial relationships.

3. Be clear about your goals.


Open Q&A


About Simply MeasuredSimply Measured is a fast-growing team of data geeks dedicated to making the world of analytics and reporting a better, more beautiful place. Our goal is to put the tools to understand business data in the hands of business users. We think reporting should be simple, beautiful, and accessible for everyone – not just data scientists. Our software streamlines the process from data to deliverables and eliminates the countless hours spent on everyday reporting tasks. We do this by putting cloud data sources at your fingertips, providing a marketplace of best practice reports, and generating beautiful deliverables on the web, in Excel, and in PowerPoint with a couple of clicks.



Klout Perks help marketers generate earned media, at scale, through authentic sources. Over 300 of the world’s top brands including half of the AdAge 100 rely on Klout to find the most relevant people for their campaigns and increase brand awareness. Learn more at business.klout.com.

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