How to Build an Influencer Program (That Gets Results)
description
Transcript of How to Build an Influencer Program (That Gets Results)
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HOW TOBUILD AN
(THAT GETS RESULTS)
INFLUENCERPROGRAM
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There’s been a lot of talk about influencer programs lately.
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Chances are, you’re already running one of your own...
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co
rp
co
mms
investor relations
analyst rel
ations...though you
probably call itsomething else.
PR<influencer_marketing>
PublicAffairs
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So if it ain’t
broke...why fix it?
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...because traditional influencer
lackstruc
ture
programs
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...becausetraditional
influencer programs
are hard to scale
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? against corporateobjectives
BEC
AU
SEIT
’SH
AR
DTO M
EASU
RE
RESU
LTS
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So, now that more and moreconsumer decisions areinfluenced by, er,
nfluencers...
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...having a well- iled influencer program is pretty damn important*
!*how about boosting your brandawareness by up to 900% for starters?
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So, here are a few stepsto help you build an
influencer program that gets results...
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1. Set your targets
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What do you want to achieve? Increased market share? A different
brand profile?
?
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Set clear objectives for your influencer program, and align them
to the wider objectives of your company.
YOUR INFLUENCER PROGRAM
YOUR COMPANY
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Make sure these objectives are also aligned with your key metrics (so you know you’re on the right
track)
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2. Identify your influencers(the right ones).
4’00”
5’6”
7’00”
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Barack Obama is an influential guy, but probably won’t wax lyrical about your B2BSaaS solution,even if youask nicely.
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However, there are plenty of influential people who will...
!
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and that’s not something thatcan be measured with a social media ‘score’...
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Someone who is big in fashion may be less hotwhen it comes to cloudcomputing...
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So target people who havetopical influence in areasdear to your heart*
*don’t know who they are? We can help you with [email protected]
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3. Define influencer engagement stages
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STOP
In some influencer programs, influencers are assigned to you or
your colleagues, and that’s it.
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While this can work
just fine, it’s really not too
SCALABLE
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Instead, move influencers through engagement stages in a steady stream
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From unmanaged(a pool of identified influencers you’re not currently engaging with)
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To managed(the group of influencers you are actively engaging with)
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To “program managed”(where you can engage at scalewith a bigger group of influencers)
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Hint - measuring your targets against each one of these stages also lets you understand the value of your influencing activity among your managed influencers.
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4. Get your online listeningsolution in place
011011010110
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You’re going to need an online tracking solution that can measure the objectives of your influencer program...
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...as well as surface “moments-of-influence” and “topics-of-influence”
WHAT THE HELL ARE THOSE?
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Topics-of-influence are the topics growing in importance amongst your influencers.
Moments-of-influence are those times when you can make a big impression on an influencer.
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Knowing these lets influencers know you’re relevant and worth engaging with, and allows you to measure the value of your program.
$
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Do your thing. We can’t tell you how to go about your engagement, but we do have some pointers:
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Engage with influencersone at a time.
+
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Remember - this is a relationship, so keep it personal. Sending out an email with 100 other people BCC’ed is not personal*
SEND *and it will show in your results
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Choose the right tool for thejob.
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Meeting for dinner may be a more e ective influencing activity than, say, a tweet, but always try and match the activity to the moment.
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Influence regularly.
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Create a schedule to ensure you touch base with your influencers regularly.
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Record your influencingactivities
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It’s not fun and it’s not sexy, but registering your influencing acts allows you to understand and measure how e ective they are.
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6. Evaluate*
*AKA the part where you impress your boss
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If you’ve followed the steps so far, you should be able to demonstrate the ROI of your influencer program.
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And with automation you’ll be able to influence more and get an even bigger return out of your program*
*imagine if there was an app that could do all of this for you? [email protected]
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(and thanks for your time!)
So get influencing.
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Want to know even more about influencer programs? Download our white paper here...