This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Learn to leverage the power of influencers! We will cover an array of key areas: from types of influencers and payment models to their onboarding, activating, and measuring results. Q&A time at the end.
13. “Sales directly attributable to the positive
(online) word of mouth” surrounding the
iPhone’s launch “outstripped those
attributable to Apple's (own) paid
marketing sixfold.”
A new way to measure word-of-mouth marketing
McKinsey.com
McKinsey Quarterly – April 2010
16. “EMV (Earned Media Value) – the dollar value that can be
attributed to publicity, social sharing, and endorsement,
and other unpaid digital media exposure.”
RhythmOne.com
26. Macro-Influencers
o Musicians
o Actors
o Professional athletes
o Business leaders
o “Platform sensations”
“… have developed an elevated status” (on specific social media
platforms) by building a hyper-engaged audience, one that brands
may want to reach through them.”
RhythmOne.com
27. Evaluate based on your primary goals.
What are you trying to achieve?
33. Characteristics of Micro-Influencers
• Non-celebrity
• Expertise
• Passion
• Fewer than 100k followers
• High rate of engagement
• Capacity to motivate (action)
39. “For $25,000, you can activate several micro-influencers within
your chosen verticals and get in front of roughly 5 million
combined followers. That same amount will barely get you in
the door with a celebrity.”
Why You Should Think ‘Micro’ When Planning Your Next Influencer Campaign
Sarah Ware, TheHuffingtonPost.com, April 15, 2016
41. 83% of consumers trust
recommendations from
people they know above all
other forms of advertising.
Global Trust in Advertising 2015 report by Nielsen
42. Definition
Brand advocates “are a different breed of
consumers” – they are happy to “evangelize their
favorite brands and products.” And they do it
“without cash or coupons, payments or perks.”
Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force by Rob Fuggetta
43. Characteristics of Brand Advocates
Product fans
Happy to tell others
Do not require incentives
44. 5 Techniques to Identify Advocates
I. Ask “The Ultimate Question”
45. 5 Techniques to Identify Advocates
I. Ask “The Ultimate Question”
II. Contact repeat customers
III. Employ social listening
IV. Monitor online reviews
V. Turn to fans and followers
46. 3 Ways to Support Advocates
I. Advocate Communities
49. 3 Ways to Support Advocates
I. Advocate Communities
II. Inside Information
50. 3 Ways to Support Advocates
I. Advocate Communities
II. Inside Information
III. Spotlighting Them
55. The Influence Formula
Reach × Brand Affinity × Relationship with Followers
____________________________________________
INFLUENCE
The Explosive Growth Of Influencer Marketing And What It Means For You
Kyle Wong
Forbes.com, September 10, 2014
56. Influencers’ Role in the Marketing Funnel
Razorfish Social Media Influence Marketing Report, 2009
83. Conclusion
(We must have) a clear, unbiased
understanding of the situation at hand, deep
insights into the vagaries of human nature,
the establishment of appropriate and
reasonable expectations and goals, and the
constructions of a balanced set of
incentives.
Bronwyn Fryer, “Moving Mountains”
(Harvard Business Review on Motivating People, 2003)
84. III. Stay Consistent
1. Start with the truth
2. Appeal to greatness
3. Make them proud
4. Provide constant and consistent communication channel
5. Build trust
6. Care for the little guy
7. Set different incentive levels
Bronwyn Fryer, “Moving Mountains”
(Harvard Business Review on Motivating People, 2003)
95. “Measurement is the first step to control & improvement. If you can’t
measure something, you can’t understand it. If you can’t understand
it, you can’t control it. If you can’t control it, you can’t improve it.”
— H. James Harrington