Social Media Week Master class presentation

1. THE POWER
OF INFLUENCE
A SHIFT FROM INFLUENCER MARKETING
TO INFLUENCER RELATIONS
www.noisemakerz.com

2. CHANGING CONSUMER BEHAVIOR
DO YOU TRUST PRODUCT
ADVERTISING FROM BRANDS
TODAY?

3. ADE
BOSE
CHIDI
MARIAM
LAURA
KENNY
AISHA
ADA
MUSTAPHA CONSUMER BIAS
IN RELATION TO
ADVERTISING HAS
GIVEN RISE TO
INFLUENCER
MARKETING
Earned advertising (WOM)
according to 84% of global
respondents across 58 countries
say this is the most trustworthy.
http://www.nielsen.com

4. INFLUENCER MARKETING
HAS BECOME THE TRIGGER
IN CHANGING CONSUMER
BEHAVIOR

5. ADE
BOSE
CHIDI
MARIAM
LAURA
KENNY
AISHA
ADA
MUSTAPHA
“Real business isn’t done in board
meetings; it happens in the small,
personal interactions that allow us
to prove to each other who we are
and what we believe in, honest
moments that promote good
feelings and build trust and loyalty.
GARY VAYNERCHUK,
Chief Executive Officer, Vaynermedia

6. THE SHIFT FROM INFLUENCER MARKETING
TO INFLUENCER RELATIONS

7. INFLUENCER MARKETING TODAY

8. INFLUENCER
MARKETING
AS A TACTIC

9. MEGA INFLUENCERS
ADE
ADA
LAURA
CHIDI
AISHA
KENNY
MACRO INFLUENCERS
MICRO INFLUENCERS
ADVOCATES
REFFERALS
LOYALIST
Earn their living some other way (e.g. Athlete, Actor, Artist)
and monetize their celebrity influence
Earn their living as an influencer (e.g. Blogger, Creator, Journalists)
Everyday consumers who have relevant influence as a side hustle
Passionate and willing to share, but have little influence
Passively share relevant content with friends and family
Love your brand, but are not willing to share
CURRENT INFLUENCER PERSONA HIERARCHY

10. Influence program growth today is stunted by a disconnect
between the departments that own influencer marketing
and those that execute its tactics and strategies.
As such, influence needs more than an owner; it needs a
group of champions to earn executive attention beyond
any one function.

11. AWARENESS
ACQUISITION
ENGAGEMENT
RETENTION
Most influencer programs are only
introduced at campaign levels
for singular activities than as part
of an integrated campaign

12. LACKPRIORITIZATION
LOWINVESTMENT
NOTINTEGRATED
LOW RORRETURN ON RELATIONSHIP

13. A Return on Relationship is the
value that is built by an influencer
or brand due to nurturing a
relationship over time.
This will demonstrate that the influencer
is true to the brand, and this true
relationship connection will pass
through to the consumer
TED RUBIN,
Chief Marketing Officer, Brand Innovators

14. FOLLOWING INFLUENCE
WRONG MYTH

15. THE SHIFT TO INFLUENCER RELATIONS

16. INFLUENCER
MARKETING
AS A STRATEGY

17. “Focus on a long-term approach rooted in a
two-way dialogue. It’s often the phases
between campaigns and events that allow
you to have in-depth conversations, get
valuable feedback and really gain a deeper
understanding around what matters to your
influencers. Investing this time and valuable
resources builds credibility. This credibility
and trust with an influencer is key to ongoing
success.”
AMANDA DUNCAN,
Senior Communications Officer, Microsoft

18. The goal is to take the best practices of influencer marketing and
move them toward a more meaningful genre of influencer
relations—a new discipline that transcends all relationship-driven marketing,
not just a simple “rebrand” of existing PR resources.
INFLUENCER 2.0 = CX + IRM
Relationships, and the IRM platforms needed to effectively manage them,
require newstandards and methods for identifying, managing, and
measuring influencer engagement.

19. FUTURE GOALS OF
INFLUENCER PROGRAMS
OTHER THAN PROMOTING MESSAGES ..
IMPROVING BRAND ADVOCACY
EXPAND BRAND AWARENESS
REACH NEW TARGETED AUDIENCES
INCEASE SHARE OF VOICE
IMPROVER CONVERSION
REPUTATION MANAGEMENT
LEAD GENERATION
ACCELERATE DIGITAL TRANSFORMATION
CUSTOMER SATISFACTION
EMPLOYEE ENGAGEMENT/INFLUENCE

20. AND WITH DIGITAL TRANSFORMATION
BECOMING MORE AND MORE A “C” SUITE
AGENDA EVENT IN MARKETING -
INFLUENCER MARKETING REQUIRES
A MORE DATA DRIVEN APPROACH
THAN WHAT IS APPLIED TODAY

21. HUMAN
CENTRED
EMPATHY AS AN ROR UNLOCK MODEL

22. nfluencers Influencers
Industry
Function
Confluence
Rather than approach
influencer marketing
as a tactical option in your
marketing mix, working
with the context of your
marketing objective helps
drive better results and
creates a synergy in message
and function of the influencers

23. DISCOVER EXPERIENCE USE SHARE
CONSUMER JOURNEY MAPPING
In any customer journey, there are several common
elements that guide, inform and shape perceptions
along the way:
AWARENESS ACQUISITION ENGAGEMENT RETENTION

24. IDENTITY MODE OF INFLUENCEBrandX
INPUT
KEY INFLUENCERS
OUTPUT
#BrandXHashtag Marketing Collaterals VAS / TESTS / RESULTS
LIFESTYLE TECH POP CULTURE
Mentions
Product use/Display
Publications
Tone
Quality Content
Trend Hacking
Product placement
Mentions
OUTCOME
VISIBILITY CREDIBILITY CONVERSION
Keyword
Impression
Organic Bounce Rate Downloads/Clicks/
Interactions

25. KEY INFLUENCERS
Celebrities
DISCOVER EXPERIENCE USE SHARE
Thought Leader Content Owners Content Publishers
AWARENESS ACQUISITION ENGAGEMENT RETENTION
Understanding the goal of the
campaign is important in choosing
a key influencer.

26. OUTPUT
LIFESTYLE TECH POP CULTURE
Improve Brand Advocacy
Manage Reputation
Reach New Target Audience
Improve customer satisfaction
Improve sales conversion
Expand Brand Awareness
Drive Lead Generation
Increase Share of voice
Break down the functionalities of your
influencers based on the goals of the entire campaign

27. AMPLIFY
Fear of share of voice, low impressions
and reach shouldn’t influence illegitimate
forms of amplifying campaigns
for RTs/Shares.
With IRMs you can amplify your campaigns
cheaper, more effective and trackable.

29. Concept
Noisemakerz provides a channel that connects brands
and consumers in the most easy-to-use platform at
scalable rates and reach depending on budget and key
marketing objectives.
Sign Up
Act
Get Paid

30. How it works
When users register on the platform, they add the different
channels that they which to use as influencers that are available
on the platform.
With noisemakerz, you can earn money by creating or reposting
brand sponsored content and actions. Based on your own values
and interest,you have the power to choose what actions you
take and are in total control of every action you take.
Social Media User
Every social media user is an influencer
Brands are constantly looking to partner with influencers who
can help them communicate with consumers in an authentic
way. Noisemakerz creates this connection, putting you in front of
hundreds of top brands who are eager to tap into the power of
your credibility.
For Businesses
Brands

31. How it works
Decibels are used in calculating the influence of a social media
user. For example, if user has 1,500 followers, his decibel is
measured by the standard points on the platform.
This Decibel is seen as the value of his influence and get paid
based on that. So every influencer’s payment formula is your
Decibel x Campaign Base Pay
Decibel Rankings are - in ascending order: Whisperer, Jabber,
Hypeman, Preacher, Towncrier
Decibels
Channels - Different channels would have separate decibel rates.
We will be starting with twitter, facebook, instagram and
Linkedin
Metrics - There will be different interaction metrics available
such as, like, follow, share, retweet, repost, comments and
custom posts.
Channels and Metrics

32. How it works
Pricing and Payout
The platform earns a rent fee of 30% of the cost of
every campaign. 70% is then shared amongst the
influencers.
Payouts to influencers will be at a minimum amount of
N1,000.
Influencers cost are accumulated and displayed on their
dashboard, pending when they order a payout.

33. CASE STUDY
Swift Network was going to launch a new app called Redcheetah
that would enable residents in Lagos access their
broadband for free in multiple public and
private locations.
They contacted us to develop and
influencer marketing strategy to drive a teaser campaign
with the aim of building a community of Lagos residents
to help drive the main campaign during reveal.
Our role was to
1. Turn the hashtag #FreeInLagos into an organic trend
2. Achieve awareness for the campaign and generate interest at launch.

34. IDENTITY MODE OF INFLUENCESwift
Network
INPUT
KEY INFLUENCERS
OUTPUT
#FreeInLagos Marketing Collaterals
Hype/Buzz Community Building Awareness
Hashtag/Mentions Increase in Followers
Influence interactions
Hashtag Impressions
Amplify Campaign
Gain reach
OUTCOME
VISIBILITY CREDIBILITY CONVERSION
Keyword
Impression
Organic Bounce Rate Followers/
Interactions

35. INPUT
Created an account to capture conversion rates
EXPERIENCE
Thought Leader
ACQUISITION
FREEINLAGOS
TWITTER
0
INSTAGRAM
0

36. HYPE/BUZZ
We searched through some of the most responsive social
media influencers. These are influencers that garner
huge responses from their followers and are constantly pushing fresh content.
Lasisi 373k
Ebuka Akara 397k
Folaranmi 29k
Mazi Ibe 122k
Olisa Osega 18k
OUTPUT - KEY INFLUENCERS

37. COMMUNITY BUILDING
We searched through some of the most responsive social
media influencers. These are influencers that garner
huge responses from their followers and are constantly pushing fresh content.
Funny African Pics
Instablog
Mazi Ibe
African Facts Zone
Olisa Osega

38. AWARENESS
We searched through some of the most responsive social
media influencers. These are influencers that garner
huge responses from their followers and are constantly pushing fresh content.
Instablog9ja
KraksTV
Funny African Pics
Linda Ikeji
Trend Hacking

39. AMPLIFY
We searched through some of the most responsive social
media influencers. These are influencers that garner
huge responses from their followers and are constantly pushing fresh content.

40. ROLL OUT PLAN
We create a 2 weeks rollout plan to help guide and monitor the campaign

41. RESULTS
COMMUNITY GROWTH
TWITTER: 900+
INSTAGRAM: 1300+
HASHTAG
IMPRESSION: 22,600,000 +
REACH: 4,300,000+

42. EMPLOYEE ENGAGEMENT

43. If the strategic goals of the business
are to generate income, increase in
collaboration or employee
engagement, it should be easy to
create some level of activity within
the businesses intranet network that
motivates employees towards that
particular goal.

45. The empage system is divided into
two aspects:
Advocacy
Engagement

46. The empage system is divided into
two aspects:
Advocacy
Engagement

47. Advocacy: Employees are brands’ biggest advocates, yet
they are most times an untapped territory.
Staff would be able to share company content on social
media, blog posts and 3rd party digital platforms and get
rewarded for it.
Available advocacy tools:
Email broadcasts
Surveys and polls
Analytics
Content advocacy dashboard: Social Media and Blog posts

48. Engagement:
There are key tools that empage systems use to engage
employees on a deeper level. Such techniques can help
make repetitive tasks more enjoyable for employees.
These tools are:
Feedback
Progress
Rewards

49. ENGAGEMENT
UNEARTH
POTENTIAL
RESPONSIBILITY

50. THE FUTURE OF INFLUENCE

51. CUSTOMERSINFLUENCERSBUSINESS
A L I G N

52. YOU UNDERSTAND
CUSTOMER EXPERIENCE AND
DESIGN STRATEGIES
THAT MATTER TO THEM

53. STEERING BUYER DECISIONS
AND TRIGGERING CHANGE IN
CONSUMER BEHAVIOR

54. INFLUENCE 2.0 IS MORE
CROSS FUNCTIONAL.
FOCUSING MORE ON THE
GOAL OF THE CAMPAIGN BEFORE
BUILDING STRATEGIES AND TACTICS
MIXING CONTENT AND INFLUENCE

55. CAMPAIGNS COME AND GO
BUT CONSUMER JOURNEYS ARE
ALWAYS ON

56. THANK YOU