It’s time to re-think the place of influencer marketing in your strategy! 2014 has been dubbed the year of the brand influencer and with only six percent of the average digital marketing budget devoted to influencer marketing, it’s time to prepare so you can successfully add this tool to your arsenal.
PR Couture founder and iMedia Internet Marketing Leader and Innovator Crosby Noricks and Cision’s social media manager Lisa Denten discuss the ins and outs of influencer marketing, and if it’s right for your brand. In this complimentary webinar, you will learn what influencer marketing is, how to take advantage of it, and how to make it work for everyone involved.
This presentation covers:
- 3 Different Types of Brand Influencers (and How to Engage Each One)
- How to Manage an Influencer Marketing Program for Success (and Not Screw Ups)
- Vendors You Should Know About (and what to do when your budget is less than a craft cocktail)
W.H.Bender Quote 61 -Influential restaurant and food service industry network...
Cision Webinar Slides: Successfully Add Influencer Marketing To Your 2014 Strategy
1. Successfully Add Influencer
Marketing to Your 2014 Strategy
Crosby Noricks, PR Couture @prcouture
Lisa Denten, Social Media Manager @cision
2. How to participate today
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During today’s web seminar,
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Submit text questions Q&A
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3. Hi, I’m Crosby
I’m a Fashion Marketing Strategist,
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Blogger, Author, Workshop holder and
sometimes Irish Dancer
I’m the founder of @PRCouture – a
digital resource for Fashion brands,
publicists and PR students. We have
an agency directory, job board and
tons of free content about PR,
marketing and social media.
After 10+ years in Digital PR/Social
Media, these days I work with creative
entrepreneurs and brands through
Brand Elixir sessions, day-long
strategy sessions that result in a
potent mix of brand copy and
campaign development.
5. What Are Influencers?
Influencers are everywhere and are not bound by employment
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with a traditional news source
Ability to cover news faster than many traditional news sources
Can reach new audiences that you aren’t currently targeting
6. “We’re looking for influencers within every
marketplace, who are the people who help
influence decision-makers within that
community.”
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- Keith Belling, CEO, Popchips
8. 3 Types of Influencers
Brand Advocates
Social Influencers
Employees & Partners
Finding the right influencers for your marketing activities starts by
developing a deep understanding of your customers’ needs, goals
and aspirations.
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10. Brand Advocates
Already enthusiastic supporters of your brand
Emotionally invested in your brand story and mission
Engage in word-of-mouth marketing both on and offline
Are motivated by a desire to help others, demonstrate
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knowledge
Don’t need an incentive to talk up their favorite brands
Often have had a brand experience that catalyzed their
advocacy (customer service, nostalgia, cause)
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Turn to Brand Advocates
for ongoing programs to
drive actions & sales
12. How to Identify Brand Advocates
Net Promoter Score
Segmented Emails, Refer-a-Friend
Social Media Listening
Referral Links & Reviews
Repeat customers
Capture repeat site visitors, long time spent on site
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16. Social Influencers
Have a large online/offline audience
Are typically are less committed than brand advocates
Are motivated by opportunities to grow their audience and
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visibility
Most often require incentive to talk about a brand or product
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Turn to Social Influencers
for short-term campaigns
to drive conversation &
awareness
20. How to Identify Social Influencers
Cision Blogger Lists and Influencer Search
Blogger networks
Site and Social Audience Metrics
Social media monitoring
Community managers
Thought leaders
Complementary Verticals
Natural tie-in – proximity, hobbies, lifestyle, values
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23. Employees & Partners
Are highly engaged
Believe in the value of their work
Will proactively promote and defend the brand
Have in-depth expertise in their area
Can wield external influence through branded content, events,
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recruitment, promotions and social media
Can wield internal influence by working on new products,
solutions, championing company direction and information
share
24. How to Identify Employee Influencers
Internal surveys
Peer recommendations
Create employee-led committees
Social analysis
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25. “… influencers can transfer the trust they have
built with their community to the brands they
choose to support.”
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- Daniel Newman, The Millenial CEO
27. 3 Steps to Influencer Marketing
1) Identify Audience Needs
2) Create a customer journey map
3) Activate influencers through flexible, fun and
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simple programs
28. Influencer Opportunities
Content Creation
Product Trials
Exclusive Content
Early Access
Open Dialogue
Social Takeovers
15-minutes of Fame
Gamification/Rewards
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29. Challenges with Influencer Marketing
Requires joint effort among multiple departments (PR,
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Marketing, Customer Service, Social)
Might require foundational adjustments in company policies –
access, transparency, empowered customer service
Not just a dream up and do – campaigns require clear policies,
plans for approvals and legal contracts
Requires doing or sharing something worth talking about
30. Leading Questions
What is worth talking about?
What do we stand for?
Who are our people/tribe?
What possibilities does our brand allow for?
What experiences does our brand create?
How does our brand tangibly improve lives?
We want to live in a world where ______
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31. Key Takeaways
Identify what your audience already cares about
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and create opportunities to advocate for those
interests
Inspire a movement among advocates, not just a
campaign for numbers
Create experiences worth sharing, rather than
expectations of coverage
Invest in the user experience – click and go
content, images, social promotion
32. “True influence isn’t about reach or numbers,
it’s about impacting relationships through
passion, relevance and trust.”
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- Ekaterina Walker, Branderati
33. STAY CONNECTED
SAVE 50% ON OUR PITCH PERFECT EBOOK WITH CODE*: CISIONPP
Visit: http://www.prcouture.com/resources
CROSBY@PRCOUTURE.COM
@PRCOUTURE
*code valid until 11:59 p.m. PST on 2/26/14
According to a survey by NetShelter Technology Media, 85% of respondents said the most useful and influential online content when they’re considering buying tech products are articles, reviews, blog posts, and videos by experts.
Tribe – a group of persons having a common character, occupation or interest
(brand advocates are often existing customers who have had a positive customer service experience, but they can also be aspirational customers – those who wish to be able to afford/participate in your brand, or those who get a boost in social currency for being in the know about your brand).
before a Rosetta Stone rep can get to a question, you’ll see that nine or ten advocates have already responded, and the question is answered.
19,000 people shared the game in one way or another.
The “Post Your Time” on Facebook share option was the most used with more than 7,000 shares.
Nearly 4,625 people shared the game via Facebook message and approximately 1,880 individuals shared it on Twitter. Equally important was the 5,198 shares that occurred through email
http://www.reddoor.biz/red-door-interactive-brings-back-rubio%E2%80%99s-original-fish-taco-with-%E2%80%9Cchase-the-taste%E2%80%9D-game
Chosen by inviting all subscribers, inviting through social media socially influential, but, most importantly, they already loved PSW, and were fashion- savvy.
VIP Network for 1,500 Influencers started in 2011
VIPs get exclusive content, product samples, never-before-seen images and videos to share, & event invites
Recent Campaign: Garnier provided 150 full-size "Curl Calm Down Cream" products, which Style Hunters used and then provided feedback via social media.
Campaign drove more than 6 million impressions in a month through hundreds of social sharing's on social networks, as well as original influencer blog posts.
A large majority of the Style Hunters posted a favorable opinion about the product.
Social content and advocacy…influencers generated over $100k in earned media value.
Targeted influencer marketing in targeted niches drives 16x more engagement than paid or owned media.
Wanted to appeal to a younger demographic
Created unique content = particularly video production that would have been $$$ to do with a traditional video team
Facebook chat around a popular theme – holiday parties
Gave brand a crash course in new ways to connect with SH target audience
Twitter followers
# of comments
# of retweets
Blog traffic
Social demographics
votes on social news sites
Facebook Likes
Vendors
GaggleAMP
Addvocate
Commun.it
Triberr
Twitter
Social Influencer Search
People trust employees and executives more than CEOs
92% of employee’s audiences are untapped by brand
WSJ article - Business-software company Salesforce.com Inc. CRM -0.52% plumbs its Chatter product, a sort of corporate Facebook, to identify its influencers, says Peter Coffee, the company's vice president for strategic research. Using algorithms, the company is continually analyzing the data: how many followers each employee has, how often they post about their work, and whether those posts generate responses. All Chatter accounts—Mr. Coffee says the company's 12,800 employees are all on the platform—are assigned an influence rank that charts where they fall in comparison with others. The top 20 "chatterati," Salesforce's term for its highest influencers, are invited to attend the company's global senior management meeting, which occurs twice a year and was formerly open only to Salesforce's top 600 leaders. Some managers also take employees' Chatter scores into account when determining promotions and compensation, though the company declined to provide specifics.
Fat tire film festival to raise $$ for bikes: http://www.mountainx.com/article/52792/New-Belgiums-beer-film-event-raised-nearly-11000-for-Asheville-on-Bikes
http://www.sfstation.com/new-belgium-s-tour-de-fat-san-francisco-e1973902
Coraline Boxes
Paypal Instagram takeovers
Stand doesn’t have to be about a cause, can be an emotion, a value. Just not quality service, craftsmanshop, customer service. If these are your brand values, carry it a step further. What does your company allow someone to create, experience or do as a result of partnersing with you. How can you harness or amplify or elevate that experience. That’s where the story starts.