social rm masterclass: a guide to building an army of brand influencers
DESCRIPTION
Social RM is a business strategy centered on engaging and collaborating with customers and communities on social platforms, with the ultimate goal of building trust and long-term brand loyalty. In this ever-evolving landscape, key social networks own your customer data via large communities. When aiming to achieve social marketing objectives brands are often left at the mercy of sudden platform updates, changing algorithms and a consumer desire for “social cred”. Facebook has become a “pay to play” space while Twitter currently has no contextual filtration algorithm; many users follow others for the sake of a follow back, making it difficult to cut through the clutter of what’s real and what’s relevant. So how should brands respond? The focus has been on creating remarkable content to capture the attention of a seeded, relevant and influential audience to achieve reach, engagement and ultimately, conversions (potential sales). This method may successfully demonstrate the potential virality that these social platforms offer to brand-owned content but it also causes savvy consumers to question authenticity. Key influencers are being paid to advocate for brands (often without disclosure that their content is in fact, sponsored). The key for brands to ensure authenticity is to include relationship, loyalty and advocacy marketing in their social media toolkits – and reward not only those with reach but also those with a true passion. This translates to an authentic desire to advocate on a brand’s behalf, both online and offline, beyond a paid-for campaign period; they're the ones who are in for the long haul because they want to be. A sound Social RM strategy can help brands build this allegiance and turn a community of customers into an army of influencers.TRANSCRIPT
A Guide to Building an Army of Brand Influencers!!!
@PlatinumSeed!@SuLittleZA!
Social RM Masterclass
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Social RM is a high touch business strategy centered on engaging and collaborating with customers and communities on social platforms, with the ultimate goal of building trust and long-term brand loyalty. In this ever-evolving digital landscape, key social networks own your customer data via large communities. When aiming to achieve social marketing objectives brands are often left at the mercy of sudden platform updates, changing algorithms and a consumer desire for “social cred”. Facebook has become a “pay to play” space while Twitter currently has no contextual filtration algorithm; many users follow others just for the sake of a follow back, or are being paid to advocate on behalf of brands without disclosure. These tactics are making it more difficult to cut through the clutter of what’s real and what’s relevant. The key for brands to ensure authenticity is to include relationship, loyalty and advocacy marketing in their social media toolkits – and reward not only those with reach but also those with a true passion. This translates to an authentic desire to advocate on a brand’s behalf both online and offline, beyond a paid-for campaign period; they're the ones who are in it for the long haul through good times and bad because they want to be. A sound Social RM strategy can help brands build this allegiance with the most active consumers in their community, turning them into an army of brand Influencers. We call them.. ‘The 1%’
Introduction
Social RM
Social RM
Social RM is an authentic, collaborative journey of engagement and mutually beneficial value exchange between a business and their loyal
consumers over time.
How does Social RM demonstrate value at a
business level?
INVESTMENT
RETURN
Social ROI Cycle
Listen & Engage
Authentic Business
Marketing
INVESTMENT
RETURN
INVESTMENT
RETURN
Social ROI Cycle
Attract Listen & Engage
Word of Mouth
Authentic Business
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RM INVESTMENT
RETURN
INVESTMENT
RETURN
Social ROI Cycle
Attract Listen & Engage
Analyse & Optimise
Trust & Loyalty
Authentic Business
@SuLittleZA ©
Business INVESTMENT
RETURN
INVESTMENT
RETURN
Social ROI Cycle
Analyse & Optimise
Word of Mouth
Authentic Business
@SuLittleZA ©
Marketing
RM Business INVESTMENT
RETURN
INVESTMENT
RETURN
Social ROI Cycle
Attract Listen & Engage
Analyse & Optimise
Word of Mouth
Trust & Loyalty
Authentic Business
@SuLittleZA ©
“People will forget what you said, people will forget what you did,
but people will never forget how you made them feel”
~Maya Angelou
Well, how do we fix it?
Develop an integrated RM communications strategy that offers value while engaging the consumer
throughout their lifecycle. !!
Integrated Communications Strategy
Loyalty Loop
OWNED CHANNELS
EARNED CHANNELS
(WOM)
BTL
POS
DIGITAL
ATL
BTL
POS
DIGITAL
DM
PR
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Influence Awareness
Evaluate
Consider
Purchase
Consumer RM Lifecycle
THE LOYALTY LOOP
Engage
Adapted: McKinsey
Social RM harnesses word of mouth by building authentic relationships with brand Influencers.
How do we recognise our brand Influencers?
REACH
SPHERES OF INFLUENCE:
RESONANCE RELEVANCE
What determines the success of an Influencer?
Adapted: Altimeter
SPHERES OF INFLUENCE:
Influencer’s ‘reach’ or audience size determines their Opportunity To See (OTS), however reach is not a reliable value of influence when looked at in isolation.
REACH
What determines the success of an Influencer?
SPHERES OF INFLUENCE:
Resonance measures the influencer/audience relationship with regard to their ability to instill change in mindset or entice them to perform an action. Smaller niche communities often demonstrate more impact than others, earning a more engaged and passionate audience surrounding a shared interest.
RESONANCE
What determines the success of an Influencer?
SPHERES OF INFLUENCE:
RELEVANCE
Relevance measures a strong relation between influencer’s audience and pillars of interest, with the brand’s values, cause and objectives. How credible are they in the industry? Are they a trusted source in their field?
What determines the success of an Influencer?
Influencers use Reach, Resonance & Relevance to authentically advocate, raise awareness,
inform opinion, drive action and impact sentiment on behalf of brands. !
What different tribes of Influencers should we
consider?
AMBASSADORS
ADVOCATES
ACTIVATORS
Influencer Tribes: Who are we looking for? Activators, Advocates & Ambassadors are 3 key Influencer tribes to consider
when developing Influencer engagement lists for long-term relationship building.
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ACTIVATORS
Content creators, curators, amplifiers:
Authors, Industry Bloggers, Media, Celebrities, Artists, Journalists, Publications, Analysts, Thought leaders
Influencer Tribes: Who are we looking for?
ADVOCATES
Evangelists: Active community members (1%), clear brand fans, NPS 8-10, signed-up to loyalty program, being tracked for advocacy
Influencer Tribes: Who are we looking for?
AMBASSADORS Paid Spokespeople: • Employees • Sponsors, partners • Brand Ambassadors • Long-term paid advocates, authors • Affiliates
Influencer Tribes: Who are we looking for?
So, where do we find our brand Influencers?
Always begin searching in communities where users are already aligned with, or close to our brand.
Where do we find our brand Influencers?
EMPLOYEES & PARTNERS: Send employees, agency and sponsorship partners outreach mailer with key content and information
Where do we find our brand Influencers?
EMPLOYEES & PARTNERS
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Where do we find our brand Influencers?
DATABASE: Profile existing customer database for Reach, Resonance & Relevance
DATABASE
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Where do we find our brand Influencers?
COMMUNITY: Use RM tools like ContinuOn to source, profile, manage and track most engaged and advocating consumers
COMMUNITY
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Where do we find our brand Influencers?
WORLD WIDE WEB: • Identify potential consumer
touch points online • Research local awards in
shared interest, industry categories
• Consider presence in offline world, then search for suitable online presence
WWW
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WWW
DATABASE
EMPLOYEES & PARTNERS
AFFINITY & EASE OF OUTREACH
Where do we find our brand Influencers?
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COMMUNITY
Now that we’ve identified our Influencers, how do we
engage?
ATTRACT: • Optimising touchpoints for social • Mass reach paid media • Conceptual content • Influencer outreach • CPA Compliant Campaigns • Word of mouth referrals • Tactical content
3 RM Engagement Strategies
CONVERT: • Like FB / Follow TW tactics • Recruiting campaigns • Profiling and lead generation • Proactive engagement • Targeted communications • Data enrichment • Profile mapping • Ecommerce / purchase
3 RM Engagement Strategies
RETAIN: • Community Management & Escalations • Crisis management • Market research & Business Intelligence • Tailored brand experience • Re-marketing • Data management • Experiential • Points for purchase & participation • Rewards
3 RM Engagement Strategies
What kind of information can we ask of our Influencers?
PROFILE PARTICIPATION
PERCEPTION PERFORMANCE
Key Influencer data to collect
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PROFILE
• Demographic • Geographic • Psychographic • Social profiles • Product repertoire
Key Influencer data to collect
PARTICIPATION
• Online Interactions • Offline interactions • Purchase behaviour • Intent • Advocacy
Key Influencer data to collect
PERCEPTION
• Customer feedback • Sentiment
Key Influencer data to collect
PERFORMANCE
• Consumer Insight • Market research • Business intelligence • Reach, Resonance,
Relevance
Key Influencer data to collect
How do we manage Social RM with Influencers in the
long-term & at scale?
• PROFILING • ENGAGING • TRACKING • MANAGING • REWARDING • EXPERIENTIAL
The Social RM toolbox lays the tech foundation to support a robust and scalable consumer engagement and rewards strategy.
Is Social RM measurable?
Social RM Objectives & KPIs
Build trust & brand loyalty
Collect data & insight
à Engagement!à Sign-ups!à Sentiment!à Growth!à Sales / leads!à Response time!
à Quantitative data!à Qualitative data!à Customer data!
Facilitate word of mouth
à Earned reach !(volume/impact/virality/!Amplification/AVE/OTS)!à Click throughs!à UGC!!
• Resulting in — increased authentic earned reach, consumer insight and brand loyalty.
!Social RM!In summary.. !!
• Brand vision — establish brand as personable, trusting, collaborative, authentic and most progressive of its kind.
• By doing — listening, engaging, amplifying and growing an owned Influencer base through mutual value exchange.
• To achieve — top of mind awareness and brand trust, that leads to advocacy and word of mouth.
!Looking to re-engineer your social loyalty and advance
your Social RM strategy at scale? !
• Identify your key engagers • Nurture and incentivise brand Influencers • Attribute physical sales to social networks • Finally own your social data
Find out more: www.continuon.co
Want more information?Burning questions?What tools to use?Require RM strategy or training? Get in touch: [email protected]
Thank you.