a social media primer [2015 edition]

module 4: harnessing the power of influencers

on influence and the influencer

5 types of influencers

1. Advocates

2. Ambassadors

3. Citizens

4. Professionals

5. Celebrities

advocates

Individuals who show support

for, plead the case of, or defend

a brand, cause, product or

service while remaining formally

unaffiliated and unremunerated.

ambassadors

Individuals compensated by

or otherwise allied with a

brand or cause; their actions

are, in some manner,

endorsed by the brand with

an acknowledged and

transparent affiliation that is

mutually beneficial.

citizens

The “average Janes” (and “Joes”)

of influence, citizen influencers

are average people who have a

greater than average likelihood

to influence though their

networks, online and off.

professionals

Individuals who, by definition of

their job function, are in the

position to influence others

directly through their

authoritative or instructive

statements. Many professionals

are sanctioned (and paid) by

brands to speak on their behalf.

celebrities

Individuals whose name

recognition commands a great

deal of public fascination and

use their status to communicate

with broad effect.

affiliated with brands (some)

capable of reaching audiences

connected

intentional

enthusiastic

experienced

current

active

creators of quality content

engaged (and engaging)

authoritative and credible

three pillars

source: altimeter group

REACH RELEVANCE RESONANCE

POPULARITY AUTHORITY FREQUENCY

PROXIMITY TRUST PERIOD

GOODWILL AFFINITY AMPLITUDE

FOUNDATION FOR INFLUENCE

what to expect

1. Improved retention

2. Improved customer lifetime

value

3. Improved or accelerated

acquisition

4. Improved or enhanced

customer service

5. Improved brand reputation

1. Number of people

reached

2. Number of conversations

generated

3. Number of

likes/comments/shares

4. Number of actions taken

5. Number of referrals

6. Number of attributed

purchases

what to measure

building an influencer action plan

DEFINE

o Behavior

o Shared Interests

o Purpose/Reward

o Relationship Management

o Program Management

o Changed Behavior

OBJECTIVE

o Awareness

o Relationships

o Desired Outcomes

o Strategic Alliances

o Value Creation

o Cause Effect

STEPS

1. Benchmark

2. Audience

3. Strategy

4. Influencer Identification

5. Campaign

6. Measurement

As a brand, you have the responsibility of working with your company to institute a

Social Media policy to ensure that your fellow employees, your agencies, partners,

networks and vendors behave ethically. Ina addition, you must make certain that

your influencers are educated, monitored and supervised accordingly and that

their material connections to you are adequately disclosed in one of five ways:

1. Brands must educate influencers, agencies, partners, networks and vendors they

work with on marketing campaigns about the circumstances in which disclosure is

required and what that disclosure could look like;

2. Brands must reasonably monitor their campaigns to ensure that influencers are

making the required disclosures and that claims by agents and third parties are

substantiated and not false or misleading;

best practices

best practices

4. If the required disclosures do not appear or claims are not in compliance,

marketers must employ commercially reasonable efforts to address the

situation, which may range from having influencers insert the required

disclosures to requesting they pull the content in question. Brands should also

have a policy or guidelines in place to deal with non-compliant influencers

including ‘compliance training’ for first-time non-disclosers and dismissal for

repeat non-disclosers; and

5. Brands must ensure that their agencies, partners, networks and vendors who

may be responsible for engaging influencers on their behalf have a policy that is

in alignment with the brand’s policy or guidelines with regard to these

responsibilities.

source: The WOMMA Code of Ethics

a social media primer [2015 edition]

module 4: harnessing the power of influencers