Keys to Identifying Your Brand’s Social Influencers

By Linda Sellers @linda_sellers

Who can get the message out about your brand AND

influence others?

The Five ‘R’ Breakdown to identify your

Key Social Influencers  

REACH

RELEVANCE

RESONANCE

RAPPORT

RESULTS

TWITTER  FACEBOOK  

PINTEREST  

INSTAGRAM  

YOUTUBE  

Reach  –  What  is  the  poten?al  impact  (in  fan  numbers  or  impressions)  by  influencer  by  campaign.    Relevance  –  Find  influencers  who  are  both  interested  in  and  knowledgeable  about  your  product  or  service.    Resonance  –  Relates  more  to  the  receiver  of  the  message.  Will  it  be  understood  or  evoke  an  emo?on?    Rela?onships  –  Does  the  brand  have  a  solid  rela?onship  with  the  influencer  including  open  communica?on  lines  and  clear  expecta?ons?    Results  –  What  do  you  hope  to  gain  from  the  engagement?  Do  the  an?cipated  results  align  with  your  KPIs?    

REACH

Evaluate: Platforms

Fan Numbers Impressions

Engagement & Shares  

     

REACH!

What is the potential impact of each influencer?

Numbers can be deceiving and aren’t everything.

Consider eyeball potential based on:

Traffic referral source Geographic location

Specific traffic destinations  

REL

EVAN

CE

Look at: Demographics

Niche Conversations

Platform Fit      

Who is knowledgeable about or interested in your product?  

RELEVANCE!

Relevance is, well,

relevant.  

As people grow and change over time

(age, interests, and ability), their relevance

to your brand may change too.

RES

ON

ANC

E

Is the audience: Available

Open Appreciative

Excitable      

Will your message be received by their audience and evoke an emotion?  

RESONANCE!

What Resonates?

 It’s not about

telling your brand story, but about

helping the influencer tell THEIR story.

RAPPORT

Is the influencer: Willing

Optimistic Communicative

Clear on Expectations      

Can you develop a harmonious relationship with the influencer?

RAPPORT!

Rapport to Relationship  Don’t stop with the connection. Build and

nurture the relationship. (the 6th R?)

RESULTS

Are KPIs based on: Platform Metrics

Impressions Relationships

Good Will

     

How will you measure success?

RESULTS!

When Things Go

Bad  

Consider the risks of NOT maintaining a

relationship with your key

influencers.

Blogger Outreach & Community Building Specialist

Mom Blogger

Linneyville.com

Marketing Manager CreateDigital.com

lindasellersblog@gmail.com

@linda_sellers      

Have Questions?

Linda Sellers!