This document discusses influencer marketing programs and their importance. It begins by outlining the types of influencer campaigns that can be run, including paid, owned, and earned approaches. It then discusses measures for evaluating the success of influencer programs, such as brand lift, reach, sales, and sentiment shift. The document concludes by noting that effective influencer programs map out benchmarking, audiences, strategies, influencer identification, campaign details, and measurement metrics.

1. Introduction to influencer programmes
I. Importance of influence
II. Types of influencer campaign
III. Measures of success
IV. What next?
Sophie Griffiths
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2. The importance of influence and
influencer engagement

3. “The ability for brands to connect with influential consumers is
set to become standard protocol. With an effective influence
strategy, businesses will spark beneficial word of mouth, create
brand lift, and ultimately influence the actions of other
consumers much more authentically.”
Brian Solis, American industry analyst and principal at Altimeter Group
March 2012

4. We are all influencers of and being influenced by each other

5. One advocate can create slight resonance, many advocates can
create huge resonance
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6. But successful targeting of an influential advocate can save
businesses time and money versus the need to constantly
reach regular consumers who have a more limited reach…
“Businesses have a finite amount of money and time; therefore, they must
identify the most connected people they can to help expand their reach. In
social networks, brands can connect with everyday people who are the
celebrities of their networks. The value to businesses is that they can have
access to the respective Rolodex of consumers and reward them as a
result.”
Dr Bernardo A. Huberman, Director of HP Labs’ Social computing Lab.
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7. A message from an influencer about
your brand is more likely to be
trusted than a direct message… and
who people trust in delivering a
message is also changing
Edelman trust Barometer: 2012
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8. Age old principles spark new conversations
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9. So influencer outreach can have a positive effect on business in
the following ways
1. Extending reach by tapping into relevant third party audiences
2. Enhancing brand authenticity through relevant and trusted third party
endorsement
3. Increasing consumer engagement with a brand
4. Driving positive sentiment within targeted communities

10. Types of influencer campaign

11. Influencer outreach can happen in multiple media channels
PAID OWNED EARNED
Seeding of the brand story in Identifying and engaging with Spontaneous or planned PR reach
targeted communities to create the “superfans” in a brand’s from mentions via channels beyond
engagement and viral reach own channel network your ultimate control

12. Measures of success

13. In order to measure success we must first define influence
Influence is a measure of “social capital” – how an individual entity is rated based
on certain social criteria. The above framework aims to define those criteria
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14. Influencer campaigns will set out to successfully target the
influencer who ticks all the right social criteria (depending on
business objectives)
Reach Relevance Resonance
Popularity Authority Frequency
The state of being liked, If an individual invests in a The rate a social object, topic
admired or supported by certain subject over time, or person materializes in
many people they naturally earn a level of social streams
Proximity authority which in turn builds Period
Location can be relevant if respect The length or portion of time
the campaign is local or Trust it remains visible after the
requires a particular setting / The firm belief in the initial appearance
environment reliability, truthfulness, ability Amplitude
Goodwill or strength of someone The level of the influencer’s
Investing goodwill in one’s Affinity engagement within a
community increases Connected consumers network
appreciation and therefore establish affinity with their
the likelihood of engagement communities, and it buoys
their position
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15. Measures of success will determine influencer criteria
• Brand lift/awareness
• Brand resonance
• BTA reach
• Sales/Referrals
• Sentiment shift
• Thought Leadership/Authority
• Demand
• Trends
• Audience
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16. What next?

17. Mapping your influencer programme
• Benchmark – understand where you are today in terms of sentiment,
awareness and consumer behaviours/attitudes
• Audience - define who you are ultimately trying to reach and why
• Strategy – connect the dots between you/the brand, connected consumers
and their communities
• Influencer ID – choose exactly which influencers you want to target
• Campaign – decide which sort of campaign – paid, owned, earned
• Measurement – integrate milestones and mechanisms to measure KPIs and
outcomes

18. Sources
• http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html
• http://blogs.hbr.org/cs/2012/09/ten_ways_to_get_people_to_chan.html
• http://www.slideshare.net/Altimeter/the-rise-of-digital-influence
• http://media-cache0.pinterest.com/upload/15621929928433939_p0wMWvAz.jpg