Online Influencers Add Reach to Content Marketing
-
Upload
john-hunter -
Category
Social Media
-
view
417 -
download
2
Transcript of Online Influencers Add Reach to Content Marketing
![Page 1: Online Influencers Add Reach to Content Marketing](https://reader035.fdocuments.in/reader035/viewer/2022080903/55a8aeb41a28abbc6c8b4642/html5/thumbnails/1.jpg)
Online InfluencersOutlining the advantages of using influencers in content marketing
Social Analysis – Owner John Hunter @johnhunteruk – 04 March 20151
@johnhunterukuk.linkedin.com/in/johnhunteruk
![Page 2: Online Influencers Add Reach to Content Marketing](https://reader035.fdocuments.in/reader035/viewer/2022080903/55a8aeb41a28abbc6c8b4642/html5/thumbnails/2.jpg)
Benefits of using influencers
Social Analysis – Owner John Hunter @johnhunteruk – 04 March 20152
• Incremental reach with little spend
• Improving Trust (Nielsen study)
• Assists creating a lighthouse brand identity
• Increase employer brand profile (employee influencers only)
• Upskilling for digital communications (employee influencers only)
![Page 3: Online Influencers Add Reach to Content Marketing](https://reader035.fdocuments.in/reader035/viewer/2022080903/55a8aeb41a28abbc6c8b4642/html5/thumbnails/3.jpg)
Using Ohanian’s source credibility model for influencer selection we can
show the three main types of influencers
Social Analysis – Owner John Hunter @johnhunteruk – 04 March 20153
•Attractive
•Class
•Elegance
•Beauty
•Sexy
Attractiveness
•Dependability
•Honesty
•Reliable
•Sincerity
•Trustworthy
Trustworthiness
•Experience
•Knowledgeable
•Qualified
•Skills
•Expert
Expertise
Credibility impact
Opinion Leader
•Non expert
• Influential
• Large following
•Celebrity-esque
•Public speaker
•Confident
Opinion Former
•Expert
•Experienced
•Recognised by peers
•Credited
•Respected
Am
bas
sad
or
Exp
ert
Employees as advocates
Main Types of Influencers Selection Process
![Page 4: Online Influencers Add Reach to Content Marketing](https://reader035.fdocuments.in/reader035/viewer/2022080903/55a8aeb41a28abbc6c8b4642/html5/thumbnails/4.jpg)
To assess influencers we can extend Ohanian’s model for influencer
selection scoring
Social Analysis – Owner John Hunter @johnhunteruk – 04 March 20154
Category Subcategory Yes / No Scale Score
Attractive No 2 0
Class No 2 0
Elegance No 2 0
Beauty No 2 0
High follower reach No 5 0
Dependability No 3 0
Honesty No 3 0
Reliable No 3 0
Sincerity No 4 0
Trustworthy No 5 0
Experience No 5 0
Knowledge No 2 0
Qualified No 4 0
Skilled No 2 0
Expert No 5 0
TOTAL 0
Influencer Rating
Strong profile - look to build relationship A FALSE
Good profile - look to build relationship B FALSE
Average profile - only selct if relevant to content C FALSE
Low profile - do not select None TRUE
Attractiveness
Trustworthiness
Expertise
![Page 5: Online Influencers Add Reach to Content Marketing](https://reader035.fdocuments.in/reader035/viewer/2022080903/55a8aeb41a28abbc6c8b4642/html5/thumbnails/5.jpg)
Employees may have small influence but together with marginal gains can
offer the same impact as a high profile influencer
Social Analysis – Owner John Hunter @johnhunteruk – 04 March 20155
Employee as
Advocates
Employees as advocatesresourcing
Results from using employees as advocates and 3rd parties
Internal experts / thought leaders
Company
makers
Partners
Bloggers
Campaign reach
Incremental reach
Company makers
Directors
Experts
Ambassadors
Employeesgeneral
Leaders
![Page 6: Online Influencers Add Reach to Content Marketing](https://reader035.fdocuments.in/reader035/viewer/2022080903/55a8aeb41a28abbc6c8b4642/html5/thumbnails/6.jpg)
Summary
Social Analysis – Owner John Hunter @johnhunteruk – 04 March 20156
Influencers should be used as part of the whole amplification plan, incorporating paid, owned and earned.
Incremental reach
Owned Channels
Paid EarnedAdvocacy
ViralInfluencer network
ATL / BTLDisplay / PPC
SocialWeb / SocialSite branding
![Page 7: Online Influencers Add Reach to Content Marketing](https://reader035.fdocuments.in/reader035/viewer/2022080903/55a8aeb41a28abbc6c8b4642/html5/thumbnails/7.jpg)
Social Analysis – Owner John Hunter @johnhunteruk – 04 March 20157
APPENDIX
![Page 8: Online Influencers Add Reach to Content Marketing](https://reader035.fdocuments.in/reader035/viewer/2022080903/55a8aeb41a28abbc6c8b4642/html5/thumbnails/8.jpg)
Further influencer profile description
Social Analysis – Owner John Hunter @johnhunteruk – 04 March 20158
•Recognised expert or leader in their field,
•High influence level on social media.
•Expert and/or leader
•Credible source
•Well known or key figure
•Recognised in industry or by peers
•Confident and comfortable with digital/public speaking
•Regularly invited to speak at events on behalf of EDF E in his/her subject area
Ambassadors
(opinion leaders)
•Employees who are experts in their field may this be a niche area that we could use to write/ghost write content for.
•An expert in their subject area
•Contributes to significant organisation change or improvement
•Is a member of recognised consultation panels or boards
•Held in high regard amongst industry leaders
•Not essentially digital savvy
Experts
(opinion formers)
•Employees at any level who have a good understanding of social media
•Digital aware and comfortable
•Influential social profile
•Confident and capable with communications
•Brand advocate
Employees as advocates
(opinion followers)