THE EVOLUTION OF INFLUENCER MARKETING

INFLUENCE IN 1965…

PAY CELEBRITY, BUY ADS

INFLUENCE IN 1965…

PAY CELEBRITY, BUY ADS

INFLUENCE IN 2015…

HELP PEOPLE TALK TO PEOPLE

REACH IS NOT THE ONLY VIEW OF INFLUENCE

91% OF SOCIAL MENTIONS COME FROM

PEOPLE WITH LESS THAN 500

FOLLOWERS

500+ followers

Less than 500 91% 9%

Source: social monitoring website Mention Image: Jon Rieley-Goddard aka baldyblogger/Flickr

MOST OF THE PEOPLE YOU TRUST

HAVE LESS THAN 500

FOLLOWERS

“INFLUENCE IS NOT ABOUT NUMBER OF FOLLOWERS OR A KLOUT SCORE... MANY TIMES, IT IS SOMEONE WHO MIGHT FLY BENEATH THE RADAR.”

JEREMY EPSTEIN

VP OF MARKETING, SPRINKLR

SOCIAL DOES NOT

ALWAYS MEAN ONLINE

1/3 Online Social Media

2/3 Offline WOM

WORD OF MOUTH IMPACT ON CONSUMER SPENDING

Source: kellerfay.com/2014-landmark-study/

REAL WORLD WORD

OF MOUTH

MAKES MORE OF AN

IMPACT 5x

4x

3x

2x

1x

1 OFFLINE

IMPRESSION

1 PAID ONLINE

IMPRESSION

Sentience/Flickr

!

MORE THAN EVER, PEOPLE CRAVE GUIDANCE

50% 49%

38% 36% 31%

22% 22% 18%

Searched

Online

Talked with

Friends &

Family

Compared

Products

Online

Sought Info on

Manufacturer’s

Website

Read

Product

Reviews

Sought Info on

Retailer’s

Website

Read

Comments

Friended/

Followed/

Liked a Brand

(ON AVERAGE, PEOPLE CHECK 10.6 SOURCES)

Source: https://ssl.gstatic.com/think/docs/the-zero-moment-of-truth-macro-study_research-studies.pdf

DON’T JUST FOCUS ON SOCIAL MEDIA,

FOCUS ON SOCIAL CONSUMERS

“ORIENT YOUR BUSINESS AROUND PEOPLE, NOT TECHNOLOGY. DON’T HAVE A FACEBOOK STRATEGY, OR A TWITTER STRATEGY… MAP TO HUMAN BEHAVIOR.”

PAUL ADAMS

FORMER GLOBAL BRAND EXPERIENCE

MANAGER, FACEBOOK

Celebrity Social Everyday Experts

MOVE PAST CELEBRITY

CATEGORY

PASSION

CATEGORY

KNOWLEDGE

CLOSE TO THE

BUYING DECISION

TRUSTED

CHARACTERISTICS OF TOP INFLUENCERS

WIN INFLUENCERS OVER, SO THEY’RE

GENUINE ADVOCATES FOR YOUR OFFERINGS

RETAIL INFLUENCERS ARE ASSOCIATES WHO TALK TO YOUR

CUSTOMERS AT THE POINT OF SALE

CATEGORY PROFESSIONALS ARE PEOPLE WHOSE PROFESSION

AND PASSION INSPIRE OTHERS TO LOOK UP TO THEM

CATEGORY INFLUENCERS HAVE AN UNSHAKEABLE PASSION FOR A

TOPIC AND/OR BRAND, PLUS THE TIME AND MONEY TO BACK IT UP

vancouverfilmschool/Flickr

Status

Access

Power

Stuff

MEANING

TO THEM

COST

TO YOU

INFLUENCERS VALUE RECOGNITION

MORE THAN STUFF

GOPRO CREATED AN ARMY OF KEY INFLUENCERS ON THE

RETAIL SALES FLOOR THROUGH INTERACTIVE PRODUCT

KNOWLEDGE AND INCENTIVES

“Retail employees share their impressions with hundreds of customers every

year,” said GoPro's Senior Global Training Manager, “If we can arm one employee

with pertinent product knowledge, they'll pass it along to their customer base.

Over time, the value of reaching a sales associate becomes invaluable."

LULULEMON IDENTIFIES KEY INFLUNCERS INCLUDING YOGA INSTRUCTORS

AND OTHER ATHLETES TO ACT AS BRAND AMBASSADORS

In return, the company provides these influencers—the same people who were

already respected and looked to for credible advice—with free gear to wear while

participating in local events.

Though they aren't paid, ambassadors are featured prominently on bulletin boards

in the stores, lending the company credibility as a part of the community.

Even better, these same ambassadors hold classes at the store level, placing the

consumer and the advocate together closest to the point of sale.

REMEMBER THIS: IF YOU WANT TO INFLUENCE SALES,

ENLIST EVERYDAY EXPERTS

LEARN HOW YOUR BRAND CAN

IMPACT SALES BY GETTING THE

RIGHT PEOPLE TALKING

WWW.EXPERTICITY.COM