Social Marketing and Leveraging Influencers

Bolaji Okusaga

ContextConceptCourseCertainty

S/N SUBJECT SLIDES

1. Context 03 - 11

2. Concept 12 - 18

3. Course 19 - 34

4. Certainty 35 - 39

Content

1. Context

The Influencer

The Brand

The Audience

Communication Using Traditional Media

Marketing communication

message was designed to reach as many

people as possible.

Mass marketing campaigns not only

treated all customers as if they had the same needs and

wants, it focused on the product, not on the potential buyer.

Mass marketing a product means

stocking the same shelves across all

stores with the same product and alerting

potential customers in the same way.

The underlying assumption was that the availability and

choice of products a company offered

consumers was the principal determinant

of market success.

The Changing Media Landscape

The Internet

The invention of the computer, internet and mobile telephone has changed our world and the way we

communicate.

Setting a Basis for Interactive Communication

Today, the changing media landscape offers an opportunity to change media selections and also offers an opportunity for the co-

creation of value between businesses and their Consumers.

The Death of One Message Fits All

As the world evolves, so do the differences in demographics and

psychographics become deeper.

DIFFERENCES

However, in this era of media fragmentation, the Consumer has not

only found his/her voice but now leads the communication

trends.

DIVERSITY

Consumers now tell the brand story themselves as

opposed to the traditional way of thinking for the

Consumer - data now dominates decision.

DATA-DRIVEN

The Creation of Social Media

Social networking services started as directories of some categories such as

former classmates

It gradually created means to connect with friends through recommender systems linked to trust.

Social Media began to flourish at around March

2005 when Yahoo launched Yahoo! 360°

From MASS Media to YOU Media

With the coming of the world-wide-web the world has changed.

The Creation of a World-wide Web

In this era of media fragmentation, the power of the Consumer springs from his/her ablity to make a choice in terms of media selection as different from the old net-works which tended to box the Consumer in.

Media Fragmentation

To sway the Consumer, you must listen to the things that informs his/her choices and customise your communication platform and the content to his/her demographics and psychograpics

The Era of Mass Customisation

Why Brands Adopted Social Media?

Listen to customersPromote new

products, news, events, etc.

Position your organization as thought leaders

Build relationships with existing and

potential customers

Know what is the competition up to?

Increase brand awareness

Resolve customer service issues

Build relationships with media, bloggers,

influencers

Find out about industry trends and

issues

Communicate quickly with stakeholders

during a crisis

Reach online audiences

Obtain immediate feedback

Earned

Paid

Owned

Content as Fuel for Social Media

Website/ Brand or Corporate Blog

Word of MouthBlogger or Influencer Relations

Social Media AdsSponsored Posts

Paid• Social Media

Adverts

Earned• Testimonials

Owned• Company Web

and Blog

Shared• User generated

contents on:

• Twitter

• Instagram

• Linked-in

• Pinterest

Identify Content Types

GossipsPhotos

Graphics

GIFs

Memes

Thought Leadership

White Papers VideosCase-StudiesCustomer TestimonialsEndorsements

Adverts Promotions

Corporate Videos Photos

Skirts

2. Concept

The Influencer

The Brand

The Audience

Comparing Commercial Marketing to Social Marketing

Kotler and Zaltman (1971) defined social marketing as:

• The design, implementation, and control of programmes calculated to influence the acceptability of social ideas

Social Marketing is about PROMOTION, with the underline effect being IMPACT

Commercial Marketing is about PRODUCT, PRICE, PLACE and PROMOTION

What is Influence Marketing

MARKETING PROGRAMME

• Influence marketing is about identifying and building relationships with individuals who have influence over a target audience of buyers.

USING INDIVIDUALS

• Influencers are likely to be buyers themselves, as well as recommenders of products or services to their own audiences, both online and off.

• Influencers may also be trusted third parties, such as bloggers, journalists, industry analysts, academics, or public figures.

Origin of Influence Marketing

• The phenomenon of marketing through influence has been around for Centuries:

In Medieval and Classical Times

• Philosophers like Plato, Aristotle influenced generations through thoughts and theories that continue to reverberate till date

Before the Advent of the Internet

• Orators, Politicians, Artist and Sports people exercised sizable influence over their fans.

The Coming of the Internet and Social Networks

• Individuals with outstanding stories, who share interesting experiences are able to attract people to their virtual space thereby creating a huge platform

How Influencers Fit into Marketing?

Public Relations

Reach out to journalists, bloggers or industry

analysts to help generate awareness and

develop stories or content around a product or service

Digital Marketing

Create blogger programmes or

campaigns, utilizing bloggers for content

creation, endorsements, to host contests or

promotions, or to amplify marketing

messages

Advertising

Feature celebrities, bloggers or

prominent product advocates in advertising

Community Management

Curate content based on topics of interest

to influencers

The Pyramid of Influence

• Given the Trust drought in today’s world, Brands are increasingly turning to new sources of influence.

Content Creators,Writers & Celebrities

Professional Influencers

Power MiddleInfluencers

Super Fans

Fans & Followers

Semi-pro content creators

Content bloggers/enthusiasts who expect to be paid

Social Publishers

Enthusiasts looking for content and non-cash social currency

Super fans & Commentators

Brand advocates seeking brand perks and recognition

The Coming of Centres of Influence on Social Media

Giving Power to OrdinaryPeople….

3. Course

The Influencer

The Brand

The Audience

What is Influencer Marketing

A Hybrid of Concepts

A cross between Celebrity endorsement

and the use of Individuals who have

sizeable and sustained following online

Use of Social Networks

This influential individuals assume

influence because they stick to certain areas of interest which draw the

attention of their audiences again and

again.

Tap into a Web of Influencers and Followers

Brands, causes and governments tap into these webs of influence to market

ideas, products, brands, initiatives and policies

The Secret of Social Media Influence

People do not follow you because of who you are, People follow you because of who they are

It is not about the Influencer, it is about the followers.

Thanks Praise Generosity

Why Influence as a Platform for Marketing?

Corroboration

• The need to have a trusted person corroborate a brand story

Connection

• The need to bond with people using individuals they trust as point of reference

Community

• The need to create close affinity

Building an Influencer Marketing Programme

Court Relevant Influencers

Major or Micro aligned to Target Audience

Maintain relationships

Create Campaigns

Monitor and track

Achieving the Influencer Marketing Goal

Identify Influencers

Collect Information

Build Relationship

Do the Outreach

Managing the Influencer Marketing Process

Expound

• The categories of Influence that suits your purpose

Enable

• The right kind of platforms and Social Tools

Explore

• Identify the Influencers, the Topics and the Segments

Empower

• Social activities and conversations

Evaluate

• Measure and optimize outcomes

5 E’s

Expound

POLITICS POP CULTURE LIFESTYLE PURPOSE

MUSIC

SPORTS

NIGHT OUT

DOMESTIC DIVA

HUMAN POTENTIAL

TECHNOLOGY MOVIES

GOSSIP

Get to know the Influencer and what the Influencer cares about

Get to know what the Influencers feels about

your brand or your industry

Follow and Engage with the Influencer on Twitter,

Instagram or Facebook

Contact the Influencer informally via social

media or through e-mail

Always personalize your message instead of mass messaging to your target

influencers

Stay in touch to vouch for consistency of

influencer on selected interest

Make friends, be polite, humble and professional

Building relationship with influencers:

Expound

Enable

ID:Brandwatch + Social Selling + Social Chorus

Engage:People’s Lab

Live Tracking:Storystream

Measure:Social Hive IndexConversations

ENGAGEMENT

TRACKING

IDENTIFICATION

Explore

Communities

Audiences

• Where are we best suited?

• Like Minded Individuals

• Interactivity

• What Engagement works best?

• Where are our targets?

• What conversations Interest them?

• Who do they follow?

Fresh ideas and new ways of thinking about the world

Fun, games, laughter, music, comedy and sports

Freebies, gratification and gifts.

The event, the incidents and the details.

Feedback, Praise, Love and Emotional cushion

TRENDS ENTERTAINMENT REWARDS

SUPPORT GOSSIP /NEWS

Empower

Orchestrate the Process working with the selected Influencers by agree a story or an Engagement Format based on the Reality of the Target Audience

Understanding theses 5 things which Online Audience Tap into:

Select The Activities You Will Be Focusing On

Identify Relevant Influencer(s)

Focus on Topics the nfluencers in which the brand islacking but the influencer is strong in

Take advantage of opportunities:

Company Event / Conference

Sponsorships

Competition / Hashtag Campaign

Lifestyle or real life issues aligned to the Brand

Empower

EXAMPLE

We are focusing on influencers that have authority in <sports> and <running>, with high amplification potential on <Twitter/Instragram> and audience demographics that fit our target audience.

Relate your activities to set goals

Evaluate

2018 Goal for 2019

No. of Influencers we are in touch with

<50> <150>

Earned Mentions by Influencers

<225> <750>

New Influencers Activation Rate

<37%> <60%>

Earned Impressions by Influencers

<25,000,000> <650,000,000>

Evaluate

Determine Effectiveness

Validate Achievement

of Goals

Find out what is working and

what is not

Reinforce or change strategy

Measure Return on

Investment

Social Analytic tracking and reporting through the use of news tools such as Social Baker, Follow The Hashtag

Real time analytic tracking for various

campaigns

Analyzing social conversation and

engagement for brands

Develop reports based on engagement,

conversation and reach online for clients

Social Analytics and Campaign Tracking

4. Certainty

The Influencer

The Brand

The Audience

The New Reality

Being a Celebrity Does not Automatically Make you an Influencer

Things that count for

Social Media Influence

Context

Relevance of thought

Ability to generate

conversation

Trust

UnscriptedRelatableUncensored Believable

Measuring Influence

Personal

How well known is the influencer in person.

• Celebrities feature here

Contextual

How relevant or salient is the topic the influencer discusses

• People who are subject matter experts feature here

The Power of Social Media Influencers

Thank You