How to build a Influencer Marketing Plan

How to build a Influencer Marketing Plan
The Customer Obsessed Marketing Agency Influencer Marketing Twitter @caroberry & @youmen_be Carole Lamarque . @caroberry
Who’s Who? Carole Lamarque . @caroberry
YOUMEN & LINKMAN We Sharpen Your marketing challenge, the new way. We Share We help your teams implement Influencer Marketing by transferring knowledge We Commit We are committed to your results, we strive like business owners Building your story in a digital world Linkman is a creative and results-driven digital agency which delivers integrated campaigns. We are strong at creating content strategies and building communities Carole Lamarque . @caroberry
YOUMEN TEAM Carole Lamarque . @caroberry Carole Lamarque 27 Fred Vanderheyde Client Centric Innovator Philippe De Puydt Digital Content Obsessed “Ut vestibulum lesuada Lorem Ipsum m lesuada Lorem” “Ut vestibulum lesuada Lorem Ipsum m lesuada Lorem” “Ut vestibulum lesuada Lorem Ipsum m lesuada Lorem” “Ut vestibulum lesuada Lorem Ipsum m lesuada Lorem” YOU? Marketing Innovation Obsessed Join the team!
Why does this matter to you? Carole Lamarque . @caroberry
WHY DOES THIS MATTER TO YOU? 20-50% of ALL purchasing decision +20% Word-of-mouth recommendations are the primary factor behind 20-50% of ALL purchasing decisions – McKinsey Carole Lamarque . @caroberry
WHY DOES THIS MATTER TO YOU? 73% of Millennials feel it’s their responsibility decision 73% 73% of Millennials feel it’s their responsibility to help their friends and family makes smart purchase decisions – Fleischman-Hillard and Hearst Magazine Carole Lamarque . @caroberry
WHY DOES THIS MATTER TO YOU? Advocates are an excellent source of 70% information Brand advocates are 70% more likely to be seen as a good source of information by people around them – MarketingCharts Carole Lamarque . @caroberry
WHY DOES THIS MATTER TO YOU? Advocates write positive 90% messages 90% of advocates write something positive about their purchase experience – McKinsey Carole Lamarque . @caroberry
WHY DOES THIS MATTER TO YOU? Negative messages can reduce market share by 20% In the mobile-phone market, for example, the research observed that the pass-on rates for key positive and negative messages can increase a company’s market share by as much as 10% or reduce it by 20% over a two-year period, all other things being equal. – McKinsey Carole Lamarque . @caroberry -20%
WHY DOES THIS MATTER TO YOU? 2x more revenue 12% increase in brand advocacy on average generates a 2X increase in revenue – Harvard Business School Press Carole Lamarque . @caroberry +12%
Why are you not doing it? Carole Lamarque . @caroberry
Start doing it! Only 20% do it day! 20% Only 20% of brands are using advocate and referral programs in their marketing –MarketingCharts Carole Lamarque . @caroberry
Who is an influencer? Carole Lamarque . @caroberry
Carole Lamarque . @caroberry
Are you an Influencer? Carole Lamarque . @caroberry 2. Who expresses a contextually relevant message By working with them you're able to distribute your massage the right way, at the right time, and through them you will also access the right people 3. That is meaningful enough They can help your brand to build credibility by guiding you to produce content that truly meets the needs of your consumers, because they are so close to reality and people 76 1. It’s a Person Not an organization Not Stakeholder Management Not PR 4. To elicit action from others Research findings suggest that more than 90% of all consumers read online reviews before they buy
When would you need it in your marketing plan 1 Brand Awareness Carole Lamarque . @caroberry How might we increase share of voice and boost positive brand mentions? Crisis Management How might we reduce the negative impact of a communications crisis? Product Launch How might we generate buzz and drive interest for a new product? Lead Generation How might we follow prospects and generate high quality leads? 2 4 3
What’s your unfair advantage? Carole Lamarque . @caroberry
What’s your Unfair Advantage Product Leadership Build a better product, for which customers will pay a premium Carole Lamarque . @caroberry Solve the client’s broader problem & share in the benefit Achieve the low cost position on product and service support Customer Intimacy Operational Excellence Product Differentiation Customer Responsiveness Operational Competence
Influencer marketing model? Carole Lamarque . @caroberry
Influencers Selection Potential Energy Influencers ca. 400 - Engagor & Rediant6 Energy Influencers 39 – Selected based on Engagor Figures Energy Influencers 20 Selected based on Screening on Social Profile Authority on Social Media Household Hackers Carole Lamarque . @caroberry
Influencer Segments 2. AUTHORITY 3. CONNECTOR 4. PERSONAL Carole Lamarque . @caroberry MY ONLINE AUDIENCE IS THE SIZE OF TEXAS MY OPINION IS WORTH MORE THAN GOLD IN MY SPACE MY NAME IS MY EQUITY 5. ANALYST I FORM AND COMMUNICATE CREDIBLE INSIGHTS MY BELIEF MAKES ME MOVE MOUNTAINS I WROTE A TEXTBOOK ON MY SUBJECT I’M AN RESPECTED AUTHORITY WITH AN AGENDA I STIR THE POT AND CREATE HEALTHY DEBATE MY ONLINE AUDIENCE IS THE SIZE OF TEXAS I HAVE QUICK SOLUTIONS TO EVERYDAY ISSUES I LIKE TO CONNECT DOTS AND CREATE LINKS 1. CELEBRITY 6. ACTIVIST 7. EXPERT 8. INSIDER 9. AGIATOR 10. JOURNALIST 11.HOUSEHOLD HACKERS
Influencer Impact REACH AUDIENCE SIZE RESONANCE ENGAGEMENT POWER RELEVANCE CONTEXTUAL FIT Carole Lamarque . @caroberry
Influencer Matrix SENTIMENT 0 1 2 3 4 5 6 7 8 9 10 A B INFLUENCERS STAR INFLUENCERS C D NEGATIVES ACTIVISTS Carole Lamarque . @caroberry NEGATIVES NEUTRAL POSITIF IMPACT (reach, resonance, relevance)
Influencer Passport Carole Lamarque . @caroberry PASSPORT Customer, Obsessed, Marketing, Agency WHAT’S YOUR INFLUENCE B Anne Billson > CELEBRITY SENTIMENT neutral TERITORY: Brussels collaboration
Influencer Deep Dive – Example Name : Florence Manente Influencer Type : Authority Nick Name @Flexyflow Reach Resonance Carole Lamarque . @caroberry Project Manager de ma vie, Community Manager de mon chien, CEO de mon foyer. Mes tweets n'engagent que moi, sauf si j'ai bu. Motivation: Description: “Madame Internet, blogueuse et maman.” Behaviour: High Low High Low Relevance High Low Sentiment Positive Negative Collaboration Yes No Language NL FR Numbers - Twitter Followers : 5024 - Linkedin: +500 connections - Blog : flexyflow.be
Which content do you need? AWARENESS BUY è Carole Lamarque . @caroberry virals AB poll contests branded stories games ç testimonials community forums reviews infographics articles press releases how to trend report white paper case studies ratings enews events demo videos checklist product features webinars calculations ENTERTAIN CONVINCE EDUCATE INSPIRE
SUMMARY ‘HOW IT WORKS?’ Carole Lamarque . @caroberry 40 Objective Awareness - Understanding – Consideration - Buy Define content & relevant influencers Aligned Marketing timeline Creative production & distribution 1 3 2 4
Integrated Marketing Plan Carole Lamarque . @caroberry
Influencer Message Framework Company insights Reason to believe Logo signature Carole Lamarque . @caroberry INSIGHT INSIGHT TIMING PRIORITY INSIGHT INSIGHT TO BRAND OR NOT TO BRAND INSIGHT INSIGHT PROOF PROOF PROOF PROOF PROOF PROOF
Influencer Message Framework MESSAGES AUTHORITY CONNECTOR PERSONAL ANALYST Carole Lamarque . @caroberry INSIGHT INSIGHT TIMING PRIORITY INSIGHT INSIGHT TO BRAND OR NOT TO BRAND INSIGHT INSIGHT PROOF PROOF PROOF PROOF PROOF PROOF MESSAGES MESSAGES MESSAGES MESSAGES MESSAGES CELEBRITY ACTIVIST EXPERT INSIDER AGIATOR JOURNALIST HOUSEHOLD HACKER
Who did it before? Carole Lamarque . @caroberry
The Launch of Yelo A story of conversation management Carole Lamarque . @caroberry
Redbull A succes story Carole Lamarque . @caroberry
A succes Story The launch of Red Bull has been the most successful beverage launch of the last decade. It´s success is due to partnering a quality product with well-thought out original communication strategy. Which resulted in establish Red Bull, not as fashion phenomenon, but as premium brand with continues growth. Carole Lamarque . @caroberry
Carole Lamarque . @caroberry CANS 1400 1200 1000 800 600 400 200 0 US sales (in million units)
Brand Positioning Carole Lamarque . @caroberry
Brand Positioning personality of Red Bull: Carole Lamarque . @caroberry • Self-confidence • Witty, charming • Polarising • Unpredictable • Innovative • Self Ironic • Intelligent • Nonconformist
Doing things Differently An innovative and unique product needs an innovative and unique communication strategy. So for Red Bull we questioned everything. Category Packaging Distribution strategy Communication strategy. Price Carole Lamarque . @caroberry
One Brand One Product In order to put the entire focus on this one product, this one can, this one brand. We said: No diversifications. No licenscing. No brand-merchandising. No umbrella brand. Carole Lamarque . @caroberry
Absolute Premium Price Red Bull´s real product benefits justified a premiumprice. It is by far the most expensive non-alcoholic drinkon the market. Red Bull is 3 to 6 times more expensive than Coke. Carole Lamarque . @caroberry
Communication Concept Above-the-line Advertising To build up awareness and image Opinion Leader Marketing To support credibility of the product and The brand Event Marketing Sampling Carole Lamarque . @caroberry To prove that the Brand is up-do-date and different To convince consumers
Above the line advertising Red Bull gives you wings. Aim of the campaign is to reflect the brand personality: Cheeky, witty, self-ironic, unpredictable and unique. While the distinctive execution style helps establish it as beyond fashion. Carole Lamarque . @caroberry
Opinion Leader Marketing Opinion Leaders, especially in the sport and cultural area, are a perfect target group for Red Bull. Red Bull develops relationships with them and treat them like friends. Red Bull worldwide has over 250 agreements with top athletes, but not one written contract. Carole Lamarque . @caroberry
Event Marketing Red Bull´s event marketing also covers both areas, sports and culture, through a variety of events like Flugtag, Creative Contest, Music Academy, Local Hero Tour and many more. Red Bull doesn´t sponsor events, Red Bull creates, organizes and supports new, innovative and image building events. Carole Lamarque . @caroberry
Sampling Sampling is done by highly motivated and welleducated emloyees of Red Bull and not “professional” promotion teams. Their briefing is simple: Find tired and exhausted People.They do it in a charming, non offensive way. All we give them is the product, a free range of clothes and a tiny, but very attractive sampling car: Carole Lamarque . @caroberry
A day in the life of a blogger Carole Lamarque . @caroberry
Thank you Carole Lamarque . @caroberry

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