My presentation from the 2013 Event Marketing Summit in Chicago. Learn the ins and outs of proper influencer marketing, from influencer identification to validation to collaboration, how to activate and track a campaign, and how "big data" plays an integral role throughout the entire process.
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Influencer Marketing Best Practices
1. Identifying Brand Influencers
The art and science behind marketing’s holy grail
Jason Metz
@MKTGInfluencers
jason@brand-influencers.com
www.brand-influencers.com
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Some brands have an existing social fan base –
companies like Coca-Cola and Under Armour and Patron.
And typically these sexy consumer-facing brands also
have their fair share of influential fans – influencers they
can tap into to help broadcast their messaging and engage
key audiences. But most brands either don’t have a
massive built-in fan base, or they have no fan base at all
(including new launches, among others). So of course,
they likewise have no influencers. So how then do brands
build an influencer community from scratch, which is so
critical in a world where everyday consumers can
significantly push the needle for perception, trial, purchase
and evangelism?
Introduction
5. Social Ethnography™ is our proprietary social listening platform, through which we aggregate
and analyze millions of social conversations and activities taking place among any brand’s target
audience, across all social channels – Facebook, Twitter, Pinterest, YouTube, blogs, etc.
Instead of merely paying attention to a brand’s existing fans and consumers, we monitor
conversations among a brand’s target audience – based on a psychographic profile we establish
with that brand (i.e. Kraft Cheese wants to engage young moms who are balancing raising a
family with maintaining their own independence). And instead of merely paying attention to
how those people are interacting with that brand, we observe all aspects of their behavior, so
we can build a comprehensive engagement strategy that taps into all aspects of their lives.
6. 8
Social Ethnography™
Trackingconsumer behavioral patternsandtriggers
behavioral
triggers
Discover what motivates
your audience: what do
they love, what are their
passion points, not just
about products, but about
everything.
Apply these insights to
optimize each and every
piece of your marketing
mix – from advertising to
PR to events and media.
applying
insights
empower
your
audience
We don’t just engage your
audience with brand
messaging; we involve your
audience in developing their
experience with your brand.
Crowdsourcing becomes a
critical aspect of the
consumer experience.
think
cohesively
Rather than look at each
marketing discipline in a silo,
we deliver a cohesive
consumer experience across
all key channels, where, when
and how they want to engage.
METHOD
7. We identify the trending conversations YOUR target
audience is engaged with, and as a result, we crystalize the
things that genuinely matter to them.
Pamela Schwartz
No need to wait for govt to ban unhealthy school
lunches. My kids prefer healthy food! #AppleADay”
about an hour ago • 89 Likes • 42 Comments
Jenny looks so adorable in this pic! OJ and sliced apples
on the farm. Fun times ;)
42 minutes ago • 17 Likes
Even farm animals want to share JK. So true though
Pam—just develop good habits and bad choices aren’t
made.
9. AND TO SELL MORE PASTA
SAUCE, YOU BETTER
KNOW YOUR CUSTOMERS’
FAVORITE TOOTHPASTE.
10. Through Social Ethnography™, we confirm
your target audience’s passion points and
behavioral triggers, and we identify the
trending conversations across all social
media channels that your audience is
engaged with.
And then we go one step deeper, identifying
the actual people (influencers) responsible
for driving those conversations.
For most brands, Social Ethnography™
produces 4 to 6 very different target
audience segments that should be
engaged, and as a result we look to identify
influencers within each of those segments.
For example, we identified 5 key segments
for Kraft Cheese to engage, each of who had
very different behavioral triggers and
passions, and very different influencers.
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16. Often brands THINK they know their target, but because they’re so blinded by
useless “demographics”, they really have NO idea who they’re trying to engage.
17. And if our experience is worth ANYTHING at all, many brands’ assumptions about
their target audience often turn out to be ALL WRONG.
18. REACH
RELEVANCERESONANCE
Once we have confirmed a brand’s key target segments based on Social Ethnography
and identified the potential influencers within each segment, we then use our
technology platform to create a dashboard for each influencer, where we analyze all of
their social platforms.
We rank potential influencers based on 3 critical criteria – REACH, RESONANCE and
RELEVANCE – to ensure the people we engage are best equipped to align with the
brand, to reach the brand’s target audience, and to significantly influence behavior.
19. And for all influencers we deem to be viable, we create an influencer profile, which
allows us to track all of their conversations and postings across all social channels, as
well as the audience interaction and amplification they trigger.
20. Key parameters of a successful Influencer Marketing campaign:
1. Requires Authenticity
2. Requires Partnership & co-creation
3. Requires Context – relevant to influencers & their communities
4. Requires Sustainment – have a plan for long-term collaboration
5. Requires Experiences – no gimicks, gamification, points or badges
6. No Pay-for-Play – mutual value proposition beyond cash
7. Content is Currency – empower creation
Once we’ve built our community of influencers, the next step is to activate them – to
create a series of engagements and touch points FOR them and THROUGH them, to
reach their audiences. There are 7 key parameters for success in influencer marketing.
21. And once a campaign goes live, we track EVERYTHING through our dashboard.
24. And the brand – YOU – become the engagement conductor, because you are able to
engage your most important audience segments around the passions and triggers
they genuinely care about… and respond to… through the RIGHT Influencers!
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27. Watch the video here: http://www.brand-influencers.com/#section=methodology
28. CASE STUDY: ACURA ILX INFLUENCER LAUNCH
HTTP://WWW.BRAND-INFLUENCERS.COM/PORTFOLIO/ACURA/
Every day, YOUR TARGET engages in millions of social conversations – with one another, blogs, brands and media They chat, blog, post, pin, comment, like, tweet & share
A lot of times brands THINK they know their target audiences, but because they’re so blinded by demographics, they really have no idea… Social ethnography™ is essentially the process of aggregating and analyzing social conversations among your target audience, to identify real-time trends… who they are, what they care about, how to engage them, and through what channels… THIS is the holy grail of marketing. Because if you know EVERYTHING about your target, you’ll be able to engage them on THEIR terms…
And if our experience is worth ANYTHING, I assure you… often times a brand’s assumptions about their target turn out to be ALL WRONG… and what you thought you knew about your target is the absolute opposite of how they are actually behaving in their lives…
And you become the conductor…
Here’s where we tie it all together, and take the insights gleaned through Social Ethnography to create better event programs… because now that we genuinely know our target audience and we’ve properly segmented them… we can actually create event experiences THEY WANT TO ENGAGE WITH…
On that note, here is a video we made to explain CD, and how it allows us as marketers to evolve from our old school approachesI apologize for the voice on the video – it is my own… but fortunately it’s set against an Eminem soundtrack…
Now… I want to pivot…show you a video we created for the Acura ILX launch campaign. A few key things to note:Very small budgetNo actual event productionNo paid mediaAn influencer campaign where influencers were compensated only through experiences, not actual paymentNo owned media – all social amplification was achieved by influencers, not the brand