This document contains the presentation slides from Dr. Jillian Ney's talk on influencer marketing at the European Spreadfast Summit in 2016. Some of the key points made in the slides include:
- Influencer marketing involves building human connections with key individuals rather than just marketing to a target market as a whole.
- User-generated content and social media referrals are highly trusted by consumers, especially younger audiences, making influencer marketing important.
- Success cannot be defined solely by numbers of followers and requires considering relevance, value fit, and human connections between influencers and brands.
- Different types of influencers include celebrities, lifestyle influencers, creative influencers, and opinion leaders.
2. @DrJillianNey
Influencer marketing is like teen sex.
Everyone wants to do it but nobody knows how.
Then when it’s finally done, there is a surprise it’s not better.
4. @DrJillianNey
Officially, influencer marketing is a form
of marketing that has emerged from a
variety of practices and studies, in
which focus is placed on specific key
individuals (or types of individual) rather
than the target market as a whole.
https://en.wikipedia.org/wiki/Influencer_marketing
7. @DrJillianNey
BECAUSE UGC MATTERS
92% OF CONSUMERS TRUST RECOMMENDATIONS FROM OTHER
PEOPLE, EVEN PEOPLE THEY DON’T KNOW, OVER BRANDED CONTENT.
http://digitalintelligencetoday.com/word-of-mouth-still-most-trusted-resource-says-nielsen-implications-for-social-commerce/
9. @DrJillianNey
BECAUSE THAT IS WHERE THE
AUDIENCE IS
THOSE AGED 12 TO 32 SPEND 30%
OF MEDIA TIME CONSUMING USER
GENERATED CONTENT COMPARED
TO 23% OF MEDIA TIME WATCHING
TV
http://psemagazine.com/influencer-marketing/
10. @DrJillianNey
YOUNGER AUDIENCES TRUST
SOCIAL MEDIA CELEBRITIES
MORE
62% WOULD TRY BAND
RECOMMENDED BY A YOUTUBE
CELEBRITY… JUST 49% WOULD
ACT ON A HOLLWOOD STARS
RECOMMENDATIONS.
http://psemagazine.com/influencer-marketing/
12. @DrJillianNey
I exist to be the conduit
between what a brand wants to
do and what their customers
need them to do.
UK’S FIRST DR OF SOCIAL
MEDIA AND A DIGITAL
BEHAVIOURAL SCIENTIST
31. @DrJillianNey
CELEBRITIES
TRADITIONAL CELEBRITIES WHO HAVE SOCIAL
ACCOUNTS.
They tend to have a presence on most social media
platforms and rush to try new ways to reach their
audience.
Their networks are loosely-tied, followers want to be
part of the halo effect.
Celebrities have little responsive engagement with
their audiences.
32. @DrJillianNey
LIFESTYLE
PEOPLE FINDING INFLUENCE BECAUSE OF
THEIR LIFESTYLE OR INTERESTS
They tend to have one main platform and push
other social traffic back to this platform (some will
have separate sites/blogs).
Motivation to follow because of area of interest or
lifestyle choices.
Will have some level of engagement with their
audience.
33. @DrJillianNey
CREATIVE
PEOPLE FINDING INFLUENCE FROM THEIR
PERSPECTIVE
They tend to have one main platform and push
other social traffic back to this platform (some will
have separate sites/blogs).
Motivation to follow because of beauty of art,
creative outlook or problem solving.
Will have some level of engagement with their
audience.
34. @DrJillianNey
OPINION LEADERS
PEOPLE FINDING INFLUENCE BECAUSE OF
THEIR VOICE
They tend to have a dedicated blog or site and
drive social traffic back to the site.
Motivated to follow because of their personal
opinions, career success or work they do.
Will have a level of active engagement with their
audience.
35. @DrJillianNey
EVERYDAY INFLUENCERS
THE EVERY DAY PEOPLE (OR
MICRO-INFLUENCERS).
They will embody your target customer
persona.
They tend to have strongly-tied
networks, they are the connector of their
group, and very active on social.
36. @DrJillianNey
Go deep into their network,
how to they influence their
audience, how much creative
empowerment will you give,
what the end goal?
42. @DrJillianNey
SOCIAL INTELLIGENCE PROCESS
CUSTOME
R
JOURNEY
MAPPING
LIFECAST &
INTENT
EMOTIONAL
ANALYSIS
DEVELOP
INTERVEN-
TION
DEFINE
• Customer Behaviours
on Journey to SSE
Venue
• Touchpoints with the
SSE brand
• Touchpoints with
other brands and/or
partners
LIFECAST
• Ways in which SSE
venues services are
used by customers
INTENT
• Intent to purchase
• Intent to use services
• Additional requests
• Key emotions felt at
each stage of the
customer journey
• Develop bspoke
behavioural
intervention to
maximise SSE
partnership rights
47. @DrJillianNey
HOW LONG DO THEY
STICK AROUND?
DO THEY ACTIVELY
ENGAGE?
DO THEY PURCHASE?
ARE THEY ATTRACTED
TO YOUR BRAND?
DO THEY INTENT TO
PURCHASE?
Consider how the algos work on the tools
How closely tied are their networks
Strength of relationships
Personality fit, content fit – what appeals to them the most
Do they work with any other brands; how do they work with them
What platforms are they on
Consider how the algos work on the tools
How closely tied are their networks
Strength of relationships
Personality fit, content fit – what appeals to them the most
Do they work with any other brands; how do they work with them
What platforms are they on
Consider how the algos work on the tools
How closely tied are their networks
Strength of relationships
Personality fit, content fit – what appeals to them the most
Do they work with any other brands; how do they work with them
What platforms are they on
Consider how the algos work on the tools
How closely tied are their networks
Strength of relationships
Personality fit, content fit – what appeals to them the most
Do they work with any other brands; how do they work with them
What platforms are they on
Consider how the algos work on the tools
How closely tied are their networks
Strength of relationships
Personality fit, content fit – what appeals to them the most
Do they work with any other brands; how do they work with them
What platforms are they on