Influencer Marketing: Engaging Online Influencers

Influencer Marketing“Engaging Online Influencers”

N I M A’s T h e S o c i a l E x p e r i m e n t6 o k t o b e r 2 0 1 1

C O P Y R I G H T 3 S I X T Y F I V E B . V .

vrijdag 7 oktober 11

INTRODUCTIONv e r y s h o r t

INTRODUCTIONe-business

online media

interactive / social

social strategy

Project Leader

Digital DeveloperSocial Media SpecialistUser Experience Designer

Strategy DirectorAccount Director

Creative Director

Social Monitoring

IdentificationInfluentials

Social Programs

Social Alignment

Social Strategy

Internal Embedding

Webcare Specialist

Social Analyst

M A N A G E M E N T

D I S C I P L I N E S

Managing Partner Managing Partner Managing Partner

S P E C I A L T I E S

Strategy & technology Strategy & business development

John Meulemans

NicoleNiemann

PaoloMartorino

Strategy & concepts

#tse11@j0hn

DEFINITIONWHAT’S THE BUZZINFLUENCER MARKETINGIDENTIFICATIONPRESENTATIONINFLUENCER OUTREACHRECAP

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CONTENTSI N F L U E N C E R M A R K E T I N G

INTERACTIVE#WHAT’S IN IT FOR YOU?

Definition

DO YOU THINKWHAT

DEFINITIONW H AT A R E T H E Y ?

We're talking online influencers, people that have influence that starts, but is not limited to online, like blogs, microblogs or other social media platforms.

“Influencers are individuals that are trusted by the public. Authorities in a certain area of expertise which gives them credibility. These people can be bloggers, journalists, editors, professors, scientists, politicians and sometimes even celebrities.”

Check video: http://www.youtube.com/watch?v=gCMzjJjuxQI

DEFINITIONN O T H I N G N E W A B O U T I T Big difference:

Nowadays it has to be authenthic.

DEFINITIONN O T O N LY P E O P L E

“Besides influential people, there are also influential places on the web, places where people talk about your brand, products or your business. We call these places hotspots and they come in different flavors.” ‣Online Press‣(Micro) Blogs‣Online News Outlets‣Social Networks‣Special Interest Sites‣Communities & Forums‣Photo & Video Sharing Portals

What’sthebuzz?

WHAT’S THE BUZZI T ’ S A B O U T 3 T ’ S

But actually I meant...

IT’S GONETRUST

IT’S ALL ABOUT CONVERSATIONSTALKS

IT’S EVERYWHERETRANSPARENCY

WHAT’S THE BUZZT R U S T

Source: Edelman 2009

Do we really see them?

Underpromise, overdeliver?

R.I.P. Steve Jobs

WHAT’S THE BUZZTA L K S

We share ANYTHING

A new culture of sharing ‘information’:1: Worldwide growth of the internet population2: Massive growth in use of social networking3: Increase of sharing in general

79% 21%

Source: Insites 2010

Member of at least ONE social network

16-25 year 91% (CBS)

33% - The experience is so novel and pleasurable that it must be shared

24% - Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a person's own judgment, or assert superiority.

20% - To reach out and help to express neighbourliness, caring, and friendship.

20% - The message is so humorous or informative that it deserves sharing.

Ernest DichterWord of Mouth Motivation Research 1950

WHAT’S THE BUZZT R A N S PA R E N C Y

“Websites where people connect and exchange information in

order to get what they want from each other instead of companies.”

DOES THIS MEAN?WHAT

“Websites where people connect and exchange information in

order to get what they want from each other instead of companies.”

CONSUMER IN CONTROL

MANY PEOPLE ARE GOING TO USE THIS?OK HOW

WHO THINKS WE ARE GOING TO DO THAT?RATING PICKLES

And we’re not nearly seeing te end of it.

Better make sure what they say is positive

your hands upPUT

YOU’LL HAVE TO WINTRUST

YOU SHOULD JOIN THE CONVERSATIONTALKS

ROLL WITH ITTRANSPARENCY

Influencermarketing.

INFLUENCER MARKETINGW H Y

76% of people think companies

lie in adsEdelman Trust

Barometer 2009

3.000 the average number of ads we see every day

and we only remember 5

70% of people trust experts more than friends.

(Source: Edelman Trust Barometer 2011)

YOU MEASURE INFLUENCE?HOW CAN

INFLUENCER MARKETINGT O O L S

Handy! Right?

INFLUENCER MARKETINGT O O L S

Handy! Right?

CASEV I R G I N & K L O U T

CASES P O T I F Y & K L O U T

INFLUENCER MARKETINGS O U N D S FA M I L I A I R ?

SOUNDS LIKE

INFLUENCER MARKETINGW H AT ’ S E V E N W O R S E . . .

THEY MAKE YOU SCREAM ABOUT IT

CASET H E W I Z A R D I N G W O R L D O F H A R R Y P O T T E R

BIG Plans

BIG Budget

7 People

Webcast

350 M People

INFLUENCER MARKETINGI T ’ S A S H I F T I N C O M M U N I C AT I O N

Ownedmedia

Earnedmedia

Traditional Model

Ownedmedia

Boughtmedia

Website Email

Facebook pageTwitter account

Boughtmedia

Earnedmedia

BuzzPostsRT’s

AdsSeedingSpots

do brands still spend so much on advertising?SO WHY

Influenceridentification

IDENTIFICATIONO F I N F L U E N C E R S

It all starts with one question...

How do you measure influence?

Network Growth

Mentions

Absolute data

IDENTIFICATIONO F I N F L U E N C E R SAn example to illustrate the problem with relying on automated tools is the Twitter PR disaster that from fashion

designer Kenneth Cole during the Egyptian revolution. After sending out the tweet below Kenneth

Cole’s influence doubled but it certainly did not help his brand.

In this example it’s shown that tools like

Klout lack to interpret sentiment and intention data.

They are a measure of reach and amplification (often

limited to a few sources) but not true market influence.

IDENTIFICATIONW H O D O Y O U T R U S T W H E N I N F I N A N C E ?

100% Klout

100% Relevant

IDENTIFICATIONW H O Y O U T R U S T D E P E N D S O N R E L E VA N C Y

It’s simple:Without relevancy

it just doesn’t feel right.

How do you measure influence?

Let me give you a hint

Sentiment

Relative data

True influence

Automated tools can be valuable when identifying influencers but

beware of the limitations.

BUT: If people can win stuff, they will game the system.

Consider:Using multiple

tools, sometimes people don’t have to be influencers to

make a point.

IDENTIFICATIONP E O P L E A N D P L A C E S

Besides influential people there are also influential

placesvrijdag 7 oktober 11

Mapping social hotspots

A social hotspot is a place on the web where

your brand’s target audience discusses and

shares relevant content.

A hotspot can be a blog, a community, forum,

special interest site, review site, Twitter page or

even a fanpage or group on a social network.

INFLUENCERS & HOTSPOTSH O T S P O T S

Hotspots are the most influential websites where

your target audience come to talk about your

brand, products or market. Hotspots are the

perfect starting point to reach and engage them.

It’s a means to communicatie more effectively.

Rating should be based on

three elements:1 Authority2 Activity3 Audience

To what extent do people online perceive the influencer/hotspot as an authority within a specific field? Is the influential entity trustworthy

and knowledgable? Does the shared opinion matter

and can they rely on it?

Authority

To what extent is the influential active online.

This is indicated by things such as the degree of responsiveness,

updates, postings and interactions.

Activity

How big is the total audience reached? What is the outreach of the influential

entity and how does it rank?How many visitors, followers,

members, readers, likers, fans and friends does the influential entity have?

Audience

Let me just say it’s a lot of handywork

Some clues however

Handywork involving:

Datapresentation.

DATA PRESENTATIONY O U ’ L L N E E D S O M E K I N D O F D A S H B O A R D

How does all this come

together in an orderly way?

Put all the data in one system

Ranked, categorized and fully connected

Example Influencer Dashboard

RankingSort

Area’s of expertise

Influenceroutreach.

INFLUENCER OUTREACHW H Y

Identifying is only the beginning

It’s what you donext that counts

INFLUENCER OUTREACHR E M E M B E R

Influencers are NOT journalists

INFLUENCER OUTREACHH O W T O S E T U P A N O U T R E A C H P R O G R A M

Define objectives and common ground

Define relevance of the relation

Define a suitable approach

INFLUENCER OUTREACHD E F I N E OBJECTIVES A N D C O M M O N G R O U N D

Communication:Further & deeper than a brands own voice

Trust:Being mentioned by influencers builds trust amongst the communities they’re in

Branding:Establishing a lasting conversation with influencers minimizes negative perception around a brand in conversations which contibutes to a positive perception

INFLUENCER OUTREACHD E F I N E O B J E C T I V E S A N D COMMON GROUND

Ties the influencer to a brand

Mostly no brandfan

Personal approach

How to be relevant

INFLUENCER OUTREACHD E F I N E O B J E C T I V E S A N D COMMON GROUND

It’s about the domains around your brand

> cooking

INFLUENCER OUTREACHD E F I N E R E L E VA N C E O F T H E R E L AT I O N

Provide a stage:Give the opportunity to increase their following and influence

CASEM I C R O S O F T M O S T VA L U A B L E P R O F E S S I O N A L P R O G R A M

Live in more than 90 countries

Offer expertise in around 90 Microsoft

technologies

4.000 out of 100 million community members

Part of your communication:Knowledge, experience, credibility

Part of your communication:Connect them to your product

Use testimonials, product comparison video’s and use the packaging to tell it by for example a QR code.

CASEWA L M A R T E L E V E N M O M S

In september 2008 Walmart identified mommy bloggers as an influential group for their target audience

This ‘Eleven Moms’ program had

mommy bloggers test their products and write reviews

Results: Brand favourability and trust increased byapproximately 20%

CASEC O N A G R A

An unexpected surprise indeed

Not exactly candid camera material

Part of your communication:Let them create something with your product

If you’re in the food business, let them make recipies with your product or if you’re in travel, let them make their top 5 destinations.

Involve in product development

‣How would they improve your product‣Let them try new products first hand‣Invite them for launch-events. ‣Use their feedback for product- innovation and - improvement.

Involve in product development

Influencer signature product:

Create a special product line that’s developed together with influencers and actually bring these to market.

Make them importantGive them front-row tickets

Create a stage for influencers on your events or at least give them VIP access.

First to hear about new initiatives.First to be involved.Let them break the news.Try to include quotes or opinions into press releases.

Show you mean it:Get them to meet the management.

INFLUENCER OUTREACHD E F I N E A S U I TA B L E A P P R O A C H

Consider thisBefore contacting!

‣Frequency: On which regular basis will there be contact? Make sure relevancy prevails‣Tone of voice: What is appropriate? Polite or informal? ‣Follow up: What is being done with the feedback? Ensure proper embedding in the organisation.

INFLUENCER OUTREACHD E F I N E A S U I TA B L E A P P R O A C H

Consider thisBefore contacting!

‣Proof: Show what has been done with ideas and feedback. If you’re in a stage in which this is not possible yet, communicate this. ‣Organization: Who is in the lead? Ensure support from top to bottom.‣Form: How to keep in touch greatly depends on your market and the type of people. Make sure to vary between digital and face-to-face contact.

FINALLYD O N ’ T F O R G E T I N T E R N A L I N F L U E N C E R S

Focus on the inside too...Influencers working inside your own company are the most easy type to engage with: They like your brand and have in depth knowledge about it.

They should be key in the influencer outreach program. Also, internal influencers might be an ideal starting point for embedding social media in your company DNA.

INTERACTIVEDEFINE YOUR OUTREACH PROGRAM

INGRed Bull

Zuid-Afrika

NespressoBertolli

Define the basics of an outreach program

Define domains that connect the audience

to the brand

Recapinfluencermarketing

TRUSTTALKS TRANSPARENCYNO AUTOMATED TOOLSBOUGHT > EARNEDRELEVANT OUTREACHEMBED

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RECAPI N F L U E N C E R M A R K E T I N G

Somethingsto take with you

LISTEN TO YOUR INFLUENCERSI T ’ S A B O U T B E I N G ( N O T F E E L I N G ) I M P O R TA N T

That means attention from

management too...

NO ONE-OFFN O C A M PA I G N

Continuous effect!

WE’RE TALKING ONLINE HEREI T ’ S A B O U T O N L I N E C R E D I B I L I T Y & T R U S T

NO MONEY!K E E P I T R E A L

Rewards are intrinsic and provide status and credibility.

Business card =

Whitepaper

“Innovation distinguishes between

a leader and a

follower.”

Quote: Steve Jobs John Meulemansjohn@3sixtyfive.coTwitter: @j0hn

Influencer Marketing: Engaging Online Influencers

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