Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Chargement dans…3
×
4 sur 12

Influencer Marketing Survey - Use Cases, Opportunities, Challenges, Tools

2

Partager

Télécharger pour lire hors ligne

Influencer Marketing - Use Cases, Opportunities, Challenges, Tools

Livres associés

Gratuit avec un essai de 30 jours de Scribd

Tout voir

Influencer Marketing Survey - Use Cases, Opportunities, Challenges, Tools

  1. 1. infographic by INFLUENCER MARKETING SURVEYUSE CASES - OPPORTUNITIES - CHALLENGES - TOOLS
  2. 2. “ INFLUENCER MARKETING SURVEY This October 2015 survey highlights findings from Onalytica’s focus groups and consultations with 100 Marketing Directors, Heads of Social Media, Communication & PR Professionals. Discussions were centred around the topic of Influencer Marketing, its use cases, opportunities, challenges and tools used.
  3. 3. EMPLOYEE ADVOCACY LEAD GEN BRAND AWARENESS BRAND ADVOCACY CUSTOMER RETENTION LEAD NURTURING USE CASES (TOP OF FUNNEL) THOUGHT LEADERSHIP SOCIAL SELLINGWEBSITE TRAFFIC COMMUNITY ENGAGEMENT
  4. 4. OPPORTUNITIES source:McKinsey Generates 3x more “word-of-mouth” messages WORD OF MOUTH Can increase brand market share by as much as 10% MARKET SHARE Generates 2x the sales of paid advertising SALES £ Results in recommendations up to 50x more likely to trigger a purchase RECOMMENDATIONS
  5. 5. CHALLENGES Limited API feeds from Instagram, LinkedIn and Facebook DATA ACCESS Brand Product Category Hot Topics INFLUENCER IDENTIFICATION Creating value proposition EDUCATING SENIOR MANAGEMENT To a large number of influencers PERSONALISED OUTREACH
  6. 6. KEY CONSIDERATIONS FOR DIFFERENT ROLES... How do digital influencers influence the Tier 1 media? How can these influencers drive earned media attention? How can we best build 1-to-1 relationships? MARKETING How can we manage influencers at scale? What social channels are most effective for engagement? Should we run organic vs. paid engagement? Who can we co-create content with? How can we align content to different influencer groups? What are the audience demographics of each influencer? COMMS & PR DIGITAL & SOCIAL MEDIA
  7. 7. ...AND FOR DIFFERENT ORGANISATIONS AGENCIES LARGE CORPORATES CHARITIES & ASSOCIATIONS Influencer identification less of an issue with access to agency resource. How should we best structure workflow through multiple PR/digital agencies? What are influencers’ expectations? Paid/Organic/Managed by agent? How can we prioritise engagement with minimal resource & capacity to react? How can we align different messages to multiple influencer groups? Lack of content to generate influencer engagement How can we build value proposition of influencer engagement for our clients? What are the best tool sets to use? How can we run cost-effective influencer relations and ensure we are not over- servicing clients?
  8. 8. Tier 2 Influencers “Power Middle” Who influences your core influencers? Agent managed? Organic vs. Paid? In-depth influencer profiles Influence is contextual Focus on depth and credibility of networks Forget about social scores what is their media influence? INFLUENCER IDENTIFICATION and KEY CONNECTORS
  9. 9. INFLUENCER ENGAGEMENTREGULAR TOUCH POINTS use online to drive offline relationships long lasting relationships USE ENGAGEMENT/COST OF INTERACTION AS MEASUREMENT CRITERIA KEEP IT SIMPLE And...
  10. 10. SOCIAL CHANNELS Most used channel, ideal for relationship building TWITTER Ideal for content-led influencer marketing BLOGS Strong presence of niche topics groups LINKEDIN Limited data access, not ideal for B2B influencer relations FACEBOOK Lead channel for social content creation VIDEOS Overtaking Twitter in celebrity and life- style INSTAGRAM
  11. 11. SHIFT IN TOOLSET Customer Advocacy Platforms Employee Advocacy Platforms Category Influencer Platforms Excel Twitter Tools Hootsuite Tweetdeck Social Listening Radian6 Sysomos Brandwatch 20152014 Source: Forrester, 2015
  12. 12. COPYRIGHT ONALYTICA 2015WWW.ONALYTICA.COM Influencer Identification Influencer Relationship Management Influencer Mapping IRM Software Insights Reporting

×