1. 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 t
6 oktober 2011
C O P Y R I G H T 3 S I X T Y F I V E B . V.
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3. INTRODUCTION
e-business
online media
interactive / social
social strategy
social strategy
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4. MANAGEMENT
John
Meulemans
Nicole
Niemann
Paolo
Martorino
Strategy & technology Strategy & business development Strategy & concepts
Managing Partner Managing Partner Managing Partner
S P E C I A LT I E S
Social Analyst Project Leader Strategy Director
Social Media Specialist
Account Director Digital Developer
Creative Director Webcare Specialist User Experience Designer
D I S C I P L I N E S
Social Identification Social Social Social Internal
Monitoring Influentials Strategy Alignment Programs Embedding
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6. CONTENTSE T I N G
INFLUENCER MARK
1 DEFINITION BUZZ
2 WHAT’S THE
3 INFLUENCER MARKETING
4 IDENTIFICATION
5 PRESENTATION
6 INFLUENCER OUTREACH
7 RECAP
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7. INTERACTIVE
#WHAT’S IN IT FOR YOU?
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10. DEFINITION
W 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.”
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11. DEFINITIONU T I T
NOTHING NEW ABO Big difference:
Nowadays it has
to be authenthic.
Check video: http://www.youtube.com/watch?v=gCMzjJjuxQI
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12. DEFINITION
N 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
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19. WHAT’S THE BUZZ
TRUST
Do we really see them?
Source: Edelman 2009
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20. WHAT’S THE BUZZ
TRUST
Underpromise, overdeliver?
R.I.P. Steve Jobs
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21. WHAT’S THE BUZZ
TA L K S
We share ANYTHING
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22. WHAT’S THE BUZZ
TA L K S
A new culture of sharing ‘information’:
1: Worldwide growth of the internet population
2: Massive growth in use of social networking
3: Increase of sharing in general
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23. WHAT’S THE BUZZ
TA L K S
Member of at least ONE
social network
79% 21%
16-25 year 91% (CBS)
Source: Insites 2010
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24. WHAT’S THE BUZZ
TA L K S
WHY?
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 Dichter
Word of Mouth Motivation Research
1950
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26. WHAT’S THE BUZZ
T 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.”
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28. WHAT’S THE BUZZ
T 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.”
CONSUMER IN CONTROL
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56. INFLUENCER MARKETING
S O U N D S FA M I L I A I R ?
SOUNDS LIKE
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57. INFLUENCER MARKETING
W H AT ’ S E V E N W O R S E . . .
THEY MAKE YOU
SCREAM ABOUT IT
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58. CASE
THE WIZARDING WORLD OF HARRY POTTER
BIG Plans
BIG Budget
7 People
Webcast
350 M People
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59. INFLUENCER MARKETING
I T ’ S A S H I F T I N C O M M U N I C AT I O N
Bought Owned Owned Earned Bought
media media
media
media media
Earned
media
Website
Buzz Ads
Email
Posts Seeding
Facebook page
RT’s Spots
Twitter account
Traditional Model
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60. SO WHY
do brands still spend so much on advertising?
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61. Influencer
identification
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62. IDENTIFICATION
OF INFLUENCERS
It all starts with
one question...
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63. IDENTIFICATION
OF INFLUENCERS
How do you
measure influence?
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65. IDENTIFICATION
OF INFLUENCERS
Network Growth
Mentions
Absolute data
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66. IDENTIFICATION
OF INFLUENCERS
An 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.
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67. IDENTIFICATION
WHO DO YOU TRUST WHEN IN FINANCE?
100% Klout
100% Relevant
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68. IDENTIFICATION
W 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.
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69. IDENTIFICATION
OF INFLUENCERS
How do you
measure influence?
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70. IDENTIFICATION
OF INFLUENCERS
Let me give
you a hint
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71. IDENTIFICATION
OF INFLUENCERS
Sentiment
Relative data
True influence
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74. IDENTIFICATION
OF INFLUENCERS
Automated tools can be valuable
when identifying influencers but
beware of the limitations.
BUT: If people can win stuff,
they will game the system.
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75. IDENTIFICATION
OF INFLUENCERS
Consider:
Using multiple
tools, sometimes
people don’t have
to be influencers to
make a point.
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76. IDENTIFICATION
PEOPLE AND PLACES
Besides influential
people there are
also influential
places
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77. IDENTIFICATION
PEOPLE AND PLACES
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.
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78. INFLUENCERS & HOTSPOTS
HOTSPOTS
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.
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79. IDENTIFICATION
PEOPLE AND PLACES
Rating should
be based on
three elements:
1 Authority
2 Activity
3 Audience
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80. IDENTIFICATION
PEOPLE AND PLACES
Authority
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?
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81. IDENTIFICATION
PEOPLE AND PLACES
Activity
To what extent is the influential
active online.
This is indicated by things such as
the degree of responsiveness,
updates, postings and interactions.
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82. IDENTIFICATION
PEOPLE AND PLACES
Audience
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?
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83. IDENTIFICATION
PEOPLE AND PLACES
Let me just say
it’s a lot of
handywork
Some clues however
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84. IDENTIFICATION
PEOPLE AND PLACES
Handywork
involving:
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85. IDENTIFICATION
PEOPLE AND PLACES
Handywork
involving:
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86. IDENTIFICATION
PEOPLE AND PLACES
Handywork
involving:
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87. IDENTIFICATION
PEOPLE AND PLACES
Handywork
involving:
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88. IDENTIFICATION
PEOPLE AND PLACES
Handywork
involving:
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90. DATA EPRESENTATION O A R D
YOU’LL N ED SOME KIND OF DASHB
How does all
this come
together in an
orderly way?
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91. DATA EPRESENTATION O A R D
YOU’LL N ED SOME KIND OF DASHB
Put all the data
in one system
Ranked, categorized and fully connected
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92. DATA EPRESENTATION O A R D
YOU’LL N ED SOME KIND OF DASHB
Sort
Ranking
Example Influencer Dashboard
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96. INFLUENCER OUTREACH
WHY
Identifying is
only the beginning
It’s what you do
next that counts
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97. INFLUENCER OUTREACH
REMEMBER
Influencers are
NOT journalists
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98. INFLUENCERUOUTREACH
HOW TO SET UP AN O TREACH PROGRAM
Define objectives
and common ground
Define relevance of
the relation
Define a suitable
approach
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99. INFLUENCERAOUTREACH N D
DEFINE OBJECTIVES ND COMMON GROU
Communication: brands own voice
Further & deeper than a
Define objectives
and common ground
Trust:
Being mentioned by influencers builds Define relevance of
trust amongst the communities they’re in the relation
Branding: lasting conversation with
Establishing a
influencers minimizes negative perception Define a suitable
around a brand in conversations which
approach
contibutes to a positive perception
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100. INFLUENCERNOUTREACH N D
DEFINE OBJECTIVES A D COMMON GROU
Ties the influencer to a brand Define objectives
and common ground
Mostly no brandfan
Define relevance of
the relation
Personal approach
How to be relevant
Define a suitable
approach
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101. INFLUENCERNOUTREACH N D
DEFINE OBJECTIVES A D COMMON GROU
It’s about the domains Define objectives
around your brand and common ground
Define relevance of
> cooking the relation
> cooking
Define a suitable
approach
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102. INFLUENCER OUTREACH
D 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: increase their
Give the opportunity to Define objectives
and common ground
following and influence
Define relevance of
the relation
Define a suitable
approach
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103. CASEF 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
MICROSO
Offer expertise 4.000 out of
in around 90 100 million Live in more
than 90
Microsoft community countries
technologies members
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104. INFLUENCER OUTREACH
D 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
Part of your communication:
Knowledge, experience, credibility
Define objectives
and common ground
Define relevance of
the relation
Define a suitable
approach
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105. INFLUENCER OUTREACH
D 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
Part ofthem to communication:
Connect
your your product Define objectives
and common ground
Define relevance of
the relation
Use testimonials, product comparison
video’s and use the packaging to tell it
Define a suitable
approach
by for example a QR code.
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106. CASE E L E V E N M O M S
WALMART
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 by
approximately 20%
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107. CASE
CONAGRA
An unexpected
surprise indeed
Not exactly candid
camera material
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108. INFLUENCER OUTREACH
D 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
Part ofcreate something with
Let them
your communication: Define objectives
and common ground
your product
Define relevance of
the relation
If you’re in the food business, let them
make recipies with your product or if Define a suitable
you’re in travel, let them make their top 5
approach
destinations.
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109. INFLUENCER OUTREACH
D 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
Involve in product development Define objectives
and common ground
‣How would they improve your product
‣Let them try new products first hand Define relevance of
the relation
‣Invite them for launch-events.
‣Use their feedback for product-
innovation and - improvement. Define a suitable
approach
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110. INFLUENCER OUTREACH
D 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
Involve in product development Define objectives
and common ground
Influencer signature product:
Define relevance of
the relation
Create a special product
line that’s developed together
with influencers and actually
bring these to market.
Define a suitable
approach
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111. INFLUENCER OUTREACH
D 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
Make them important Define objectives
Give them front-row tickets
and common ground
Define relevance of
the relation
Create a stage for influencers on your
Define a suitable
approach
events or at least give them VIP access.
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112. INFLUENCER OUTREACH
D 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
Make them important Define objectives
Give them front-row tickets
and common ground
First to hear about new initiatives.
Define relevance of
First to be involved. the relation
Let them break the news.
Try to include quotes or opinions into press
releases. Define a suitable
approach
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113. INFLUENCER OUTREACH
D 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
Make them important Define objectives
Give them front-row tickets
and common ground
Define relevance of
the relation
Define a suitable
approach
Show you mean it:
Get them to meet the management.
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114. INFLUENCERPOUTREACH
D E F I N E A S U I TA B L E A P R O A C H
Consider this Define objectives
Before contacting!
and common ground
‣Frequency: On which regular basis will
there be contact? Make sure relevancy
prevails Define relevance of
the relation
‣Tone of voice: What is appropriate?
Polite or informal?
‣Follow up: What is being done with the
feedback? Ensure proper embedding in Define a suitable
the organisation. approach
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115. INFLUENCERPOUTREACH
D E F I N E A S U I TA B L E A P R O A C H
Consider this Define objectives
Before contacting!
and common ground
‣Proof: Show what has been done with
ideas and feedback. If you’re in a stage
in which this is not possible yet, Define relevance of
communicate this. the relation
‣Organization: Who is in the lead?
Ensure support from top to bottom.
‣Form: How to keep in touch greatly Define a suitable
depends on your market and the type approach
of people. Make sure to vary between
digital and face-to-face contact.
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116. FINALLYT I N T E R N A L I N F L U E N C E R S
DON’T FORGE
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.
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118. ING
Red Bull Define domains that
connect the audience
to the brand
Nespresso Define the basics of
an outreach program
Bertolli
Zuid-Afrika
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119. Recap
influencer
marketing
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120. RECAP M A R K E T I N G
INFLUENCER
1 TRUST
2 TALKS
3 TRANSPARENCY
4 NO AUTOMATED TOOLS
5 BOUGHT > EARNED
6 RELEVANT OUTREACH
7 EMBED
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121. Some
things
to take with you
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122. LISTENBTO YOURI N G ) I M P O R TA N T
IT’S ABOUT EING (NOT FEEL
INFLUENCERS
That means
attention from
management too...
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123. NOAONE-OFF
N O C M PA I G N
Continuous effect!
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124. WE’RE O N L I N E C R E D I B I L I T Y & T R U S T HERE
IT’S ABOUT
TALKING ONLINE
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125. NO IMONEY!
KEEP T REAL
Rewards are
intrinsic and
provide status
and credibility.
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127. “Innovation
distinguishes between
a leader
and a
follower.”
Quote: Steve Jobs
John Meulemans
john@3sixtyfive.co
Twitter: @j0hn
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