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New to influence marketing? Start here! This eBook defines what influence marketing is and does, and how you can apply it to your own marketing efforts. It's also great for helping others in your organization to understand influence marketing - download and share it today!
In this eBook1. Deﬁnition of Inﬂuence Marketing2. Brief History of Inﬂuence Marketing3. Beneﬁts of Inﬂuence Marketing4. Inﬂuence Measurement5. Personal vs. Contextual Inﬂuence6. Who is an Inﬂuencer?7. How Inﬂuence Fits Into Marketing8. The Inﬂuencer Continuum™9. Identifying Inﬂuencers10. Building Inﬂuencer Relationships11. Creating Inﬂuence Marketing Programs12. Inﬂuence Marketing Use Cases 2
1. Deﬁnition of Inﬂuence MarketingInﬂuence marketing is the practice of identifying and building relationships withindividuals who have inﬂuence over a target audience of buyers.Inﬂuencers are likely to be buyers themselves, as well as recommenders ofproducts or services to their own audiences, both online and off.Inﬂuencers may also be trusted third parties, such as bloggers, journalists,industry analysts, academics, or public ﬁgures. 3
2. Brief History of Inﬂuence Marketing• Inﬂuence marketing has effectively been around for millennia• From orators to celebrity endorsers, inﬂuence has impact on action• Today’s inﬂuencers are a far more diffuse group than the celebrities and personalities of yore• Inﬂuence can be harnessed both on and off the web On today’s Lillie Langtry, an social web, actress of the time, inﬂuence In Ancient Greece in endorsed Pears’ Soap marketing 300 B.C. some –one of the ﬁrst is the orators had more celebrity provenance inﬂuence than others endorsements of real people – not just celebrities 300 B.C. 1890s Now 4
3. Beneﬁts of Inﬂuence Marketing• Inﬂuence marketing can be a standalone effort, or an effective way to amplify other marketing efforts• By marketing to a small group of individuals (inﬂuencers), a brand has the power to reach large groups of individuals (“inﬂuencees”)• Understanding who a brand’s inﬂuencers are helps to target campaigns and communications• Brands that gain credibility with inﬂuencers gain credibility with their end customers as well 5
4. Inﬂuence MeasurementAssessing who the appropriate inﬂuencers are for your brand is often determinedby understanding the relative value, to your brand, of people who may inﬂuenceyour target audience.Inﬂuence measurement is the practice of ranking or scoring potential inﬂuencers todetermine their value to your marketing efforts.Inﬂuence measurement is also used throughout these marketing efforts to examinethe effect programs are having on outside inﬂuencers. 6
5. Personal vs. Contextual InﬂuenceThere are two predominant ways to measure inﬂuence:Personal: Measuring or scoring inﬂuence for an individual using a single scorewhich stays with that individual, and then selecting inﬂuencers by score.Personal inﬂuence tools, such as Klout, Kred and PeerIndex, primarily rely on aperson’s social media proﬁles to determine inﬂuence.Contextual: Measuring or scoring inﬂuence solely within the context of a topic;each inﬂuencer will score differently based on the topic in question.Contextual inﬂuence tools, such as Appinions, are built to identify and measurewho has inﬂuence on a particular topic, subject or market. 7
6. Who Is an Inﬂuencer?Appinions deﬁnes an inﬂuencer as a person, brand or company who expresses acontextually relevant opinion that is meaningful enough to elicit action fromothersThere are three criteria used to identify inﬂuencers:• Opinions: Appinions focuses on expressions of subjectivity, indicating a personal point-of-view, rather than mere distribution of fact• Context: The opinions are relevant to a user-deﬁned topic, which is developed for a speciﬁc business need• Action: The opinion is meaningful enough to the opinion holder’s audience that they take action around it 8
7. How Inﬂuence Fits Into MarketingInﬂuence marketing can be part of, and impact, a variety of marketing efforts:• Public Relations: Reach out to journalists, bloggers or industry analysts to help generate awareness and help them to develop stories or content around a product or service• Digital Marketing: Create blogger programs or campaigns, utilizing bloggers for content creation, endorsements, to host contests or promotions, or to amplify marketing messages• Advertising: Feature celebrities, bloggers or prominent product advocates in advertising• Community Management: Curate content based on topics of interest to inﬂuencer networks 9
7. How Inﬂuence Fits Into Marketing (cont’d)• Events: Reach out to inﬂuencers to help develop conference agendas or identify speakers, or to inform a guest list for a corporate or industry event• Product or R&D: Invite inﬂuencers to inform product or service development• Marketing Research: Create focus groups of inﬂuencers to collect actionable third-party opinions on products, services, or marketing efforts• Crisis Management: Ask inﬂuencers to help spread important news; understand the dynamics of the unfavorable news that is spreading through inﬂuencer channels and craft outreach accordingly 10
8. The Inﬂuencer Continuum™Appinions has developed a roadmap for inﬂuencer engagement, theInﬂuencer Continuum™ (free download). This multi-stage process provides aframework for the organization and execution of inﬂuence marketing programs.We recommend reviewing the Inﬂuencer Continuum™ prior to creating aninﬂuence marketing program. 11
9. Identifying InﬂuencersOur companion eBook, How to Create Successful Inﬂuencer Marketing Programs(free download), goes into depth on inﬂuencer identiﬁcation.In brief:• Identify the topics which are relevant to your brand, industry or target audience• Listen to what people are saying around that topic across the web and in traditional media• Identify the individuals who seem credible on that topic, and who appear to have a following or audience for their opinions 12
10. Building Inﬂuencer RelationshipsAn effective inﬂuence marketing strategy relies on relationships with inﬂuencersand these relationships are built over time.Inﬂuence marketing is a marathon, not a sprint. Forcing your brand ontoinﬂuencers is a recipe for failure.On the next page, we provide a high-level framework for building inﬂuencerrelationships. 13
10. Building Inﬂuencer Relationships (cont’d)Steps to building relationships with inﬂuencers (and others):1. Get to know the inﬂuencer well: read what they write and what’s been written about them, watch videos of them, understand their background and experience.2. Understand their attitude towards brands, products and services – within and outside of your industry or market.3. Engage with inﬂuencers over time: read their blog or follow them on Twitter, comment on, retweet or share their work.4. Send an introductory communication: say hello via Twitter or email, just to introduce yourself (no pitching!)5. Never mass-pitch inﬂuencers. Every communication must be individualized and focused; you’ll lose credibility with them if you treat them like a group.6. Keep track of your inﬂuencers over time. They may shift focus and you need to know when they are no longer focused on your industry or market.7. Always be respectful, professional, and humble. Never assume they will want to work with you – over time, help them believe it will be great to work with you. 14
11. Creating Inﬂuence Marketing ProgramsTo create inﬂuence marketing programs or take them to thenext level, we recommend referencing our eBook,How to Create Successful Inﬂuencer Marketing Programs (free download).In it, we describe the four-step process for creating inﬂuence marketing programs:1. Identify your inﬂuencers2. Map inﬂuencers to the phases of engagement (our Inﬂuence Continuum™)3. Determine the brand assets (materials, campaigns, promotions, etc.) you have available for your inﬂuence program4. Create the program and execute 15
12a. Inﬂuence Marketing Use Case:Product LaunchObjective: A mobile technology brand isplanning to launch its ﬁrst tablet, and wantsto differentiate the device in a crowded andcompetitive marketplace.Inﬂuence Initiatives:• Determine which tablet feature or beneﬁt to emphasize in launch communications by analyzing inﬂuential opinions in the Figure 1 (left): Use trending themes in inﬂuencer conversations about the tablet sector to inform which general mobile and tablet industries, as key messages should be emphasized for the launch. well as speciﬁc competitive tablet brands. Figure 2 (right): Brand inﬂuencers identiﬁed to engage in a pre-launch initiative• Engage existing brand inﬂuencers who are most likely to be advocates for the new tablet. Click for more on Product Launch 16
12b. Inﬂuence Marketing Use Case:Community ManagementObjective: A beverage brand is lookingfor engaging content to share as part ofan upcoming eco-friendly campaignacross its social media channels.Inﬂuence Initiatives: • Discover the most inﬂuential content creators around eco-friendly subjects.• Create a content calendar of branded and inﬂuencer eco-friendly content to distribute to social media channels, and cross promote with the Inﬂuencers on the topic of eco-friendly fashion inﬂuencer’s personal network. engaged by the beverage brand to create content Click for more on Community Management 17
12c. Inﬂuence Marketing Use Case:Crisis ManagementObjective: A pharmaceuticalcompany wants to manage theconversation and quell negativesentiment around a recent productrecall.Inﬂuence Initiatives:• Determine whether an ofﬁcial company statement is required based on inﬂuential conversation about the product recall.• Identify most inﬂuential company Product Recall detractors for potential outreach. Inﬂuencer Outreach Sentiment analysis and opinion volume graph of product recall shows how the sentiment around the company improves following inﬂuencer outreach. Click for more on Crisis Management 18
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