YOUMEN Amplify your Social Selling by Involving Influencer Marketing

Carole Lamarque . @caroberry
Amplify your Social Selling
by Involving Influencer Marketing
Twitter @caroberry & @youmen_be
The Customer
Obsessed
Marketing
Agency

Who’s
Who?

YOUMEN & LINKMAN
We Sharpen
Your marketing challenge, the new way.
We Share
We help your teams implement
Inﬂuencer Marketing by transferring knowledge
We Commit
We are committed to your results,
we strive like business owners
Building your story in a digital world
Linkman is a creative and results-driven digital agency
which delivers integrated campaigns. We are strong at
creating content strategies and building communities
M +32 478 33 7000

YOUMEN TEAM
Client Centric
Innovator
Fred Vanderheyde
Digital Content
Obsessed
Philippe De Puydt
“Ut vestibulum
lesuada Lorem
Ipsum m lesuada
Lorem”
“Ut vestibulum
lesuada Lorem
Ipsum m lesuada
Lorem”
“Ut vestibulum
lesuada Lorem
Ipsum m lesuada
Lorem”
“Ut vestibulum
lesuada Lorem
Ipsum m lesuada
Lorem”
“Ut vestibulum
lesuada Lorem
Ipsum m lesuada
Lorem”
YOU?
Marketing Innovation
Obsessed
Carole Lamarque
Join the team!
M +32 478 33 7000

WHICH
DEMOGRAPHICS
USE SOCIAL MEDIA

INTERESTING
FACTS ABOUT
AGE AND
SOCIAL MEDIA
While every demographic
dropped it's social media usage
in December 2012, the only age
demographic that increased its
usage during that period was
30-49 year olds, who increased
from 73 % to 77%
There has consistently been
higher social networking
usage amongst the youngest
demographic (18-29 year olds),
and less usage as age increases

ADVICE
USE MONITORING
TOOLS TO KNOW
WHAT IS BEING
SAID ONLINE

WHAT ABOUT
YOUR BRAND,
COMPETITORS
& INDUSTRY?
What, Who, Where
are people talking about?
How
do I eﬃciently manage
my audience?
How
can i measure results

WHAT CAN
YOU MONITOR?
Your brand, competitors,
industry
Social media, news sites,
blogs, forums, review sites; ...
All countries &
over 160 languages
monitored
WHAT SOURCES ARE
MONITORED?
GLOBAL
MONITORING

WHAT ARE PEOPLE
TALKING ABOUT?
Discover trends, top
conversations, photo's, video's
Find fans & inﬂuencers and
their demographics
Charts & tables of all known
social media metrics
WHO ?
MEASURE YOUR
RESULTS
WHERE ? Find top & inﬂuential websites
and social networks

ADVICE
SHOW YOUR
CUSTOMERS
INSTEAD OF
YOUR PRODUCTS

MORE PRODUCTS
THAN PEOPLE L

MORE PEOPLE
THAN PRODUCTS J

1. CONTENT
STRATEGY
2. CONTENT
PLAN
3. CONTENT
TEAM
4. CONTENT
DISTRIBUTION
WHAT
CONTENT FRAMEWORK
Clear vision,
mission and
objectives
Determine themes
and channels
Audiences
Develop a
Content Calendar:
Determining the right
mix, frequency, type
(video, photo, text),
tone of voice,
externally produced
versus internally
generated content.
Composition of the
editorial team
(internal & external)
and ownerships.
Education on Content
Marketing skills.
Description of content
processes &
distribution schemes.
Tool set-up
Editorial Meetings
with stakeholders
Inﬂuencer Strategy

ADVICE
MAKE A
BI-WEEKLY
CONTENT
CALENDAR

CONTENT CALENDAR

ADVICE
ALWAYS
THINK
VISUAL

ADVICE ALWAYS THINK VISUAL
PHOTO'S CARRY THE GREATEST WEIGHT
IN THE FACEBOOK EDGERANK ALGORITHM

AIM FOR THE VISUAL
One study found that, on Facebook, photo’s ( the “photo” post type)
received more engagement than the average post.
53% MORE LIKES 104% MORE COMMENTS 104% MORE CLICK-THROUGHS

ADVICE
ALWAYS END
WITH A CTA:
Question or action

3%
2%
1%
0%
-1%
-2%
-3%
-4%
EﬀectonCTR
Adverbs
verbs
Nouns
Adjectives
USE ACTIVE WORDS
More verbs, fewer nouns

66% MORE ENGAGEMENT
POSTS WITH 80 CHARACTERS OR
LESS GET 66% MORE ENGAGEMENT
Among retail brands, posts with
character or less get 66% more
Engagement (# of likes and comments)
Than posts with 81 or more characters.

FACEBOOK
TESTS BUY BUTTON
TO LET YOU
PURCHASE STUFF
WITHOUT LEAVING
FACEBOOK

GET MORE FROM 140 CHARACTERS
PRODUCT CARD LEAD GEN CARD MOBILE APP CARD VINE APP
140 CHARACTERS IMAGE CARDSUMMARY CARD
PLAYER CARD
WEBSITE CARD

MEASURING TOOLS: BUFFER
Buﬀer helps you manage multiple social media accounts at once.
Quickly schedule content from anywhere on the web, collaborate with
team members, and analyze rich statistics on how your posts perform.

MEASURING TOOLS: FOLLOWERWONK
Dig deeper into Twitter analytics: Who are your followers?
Where are they located? When do they tweet?

MEASURING TOOLS: VIRALWOOT
Promote your visual content, Know who is pinning from your website.
Manage and grow multiple accounts.

MEASURING TOOLS: ICONOSQUARE
Get your total number of likes received, your most liked photos ever,
your average number of likes and comments per photo,
your follower growth charts and more advanced analytics.

MEASURING TOOLS: GOOGLE ANALYTICS
Lets you measure your advertising ROI as well as track your Flash,
video, and social networking sites and applications.

MEASURING TOOLS: SUMALL
SumAll gives you the full view on what matters to you.,
receive in-depth reports and view comprehensive monitoring tools
and analytics for your social media and ecommerce data.

MEASURING TOOLS: QUINTLY
By using quintly, you can benchmark your own numbers
against your competitors' and derive an
optimal social media strategy.

MEASURING TOOLS: CYFE
Cyfe is an all-in-one business dashboard app that helps
you easily monitor all your business data from one place.

MEASURING TOOLS: TAILWIND

MEASURING TOOLS: MENTION
Start listening to what's being said on the web and social web.
React quickly, collaborate, and analyze your online presence.

WHERE SHOULD YOU POST YOUR STATUSsource:Timothy_Hughes

MY TOP TWEET
Which Tweet work well for others?

SOCIAL BRO
Easily discover inﬂuencers and focus on engaging with your most
relevant contacts. Don’t lose track of them!

Why do
influencers
matter
to you?

WHY DOES THIS MATTER TO YOU?
Word-of-mouth
recommendations are the
primary factor behind
20-50% of ALL purchasing
decisions
– McKinsey
20-50% of ALL
purchasing
decision
+20%

73% of Millennials feel it’s
their responsibility to help
their friends and family
makes smart purchase
decisions
– Fleischman-Hillard and
Hearst Magazine
73% of Millennials
feel it’s their
responsibility
decision73%

Brand advocates are 70%
more likely to be seen as a
good source of information
by people around them
– MarketingCharts
Advocates are
an excellent
source of
information70%

90% of advocates write
something positive about
their purchase experience
– McKinsey
Advocates
write positive
messages90%

In the mobile-phone market, for
example, the research observed
that the pass-on rates for key
positive and negative messages
can increase a company’s market
share by as much as 10% or
reduce it by 20% over a
two-year period, all other things
being equal.
– McKinsey
Negative
messages can
reduce market
share by 20%
-20%

12% increase in brand
advocacy on average
generates a 2X increase in
revenue
– Harvard Business
School Press
2x more
revenue
+12%

Why are you
not doing it?

Start doing it!
Only 20% of brands are
using advocate and referral
programs in their
marketing
–MarketingCharts
Only 20%
do it today!
20%

Who is
an influencer?

Are you an Influencer?
By working with them you're
able to distribute your
massage the right way, at the
right time, and through them
you will also access the right
people
2. Who expresses a
contextually relevant
message
They can help your brand to
build credibility by guiding
you to produce content that
truly meets the needs of your
consumers, because they are
so close to reality and people
3. That is
meaningful enough
Not an organization
Not Stakeholder
Management Not PR
1. It’s a Person
Research ﬁndings suggest
that more than 90% of all
consumers read online
reviews before they buy
4. To elicit action
from others

When would you need it
in your marketing plan
1
Brand Awareness
How might we increase
share of voice and boost
positive brand mentions?
Crisis Management
How might we reduce the
negative impact of a
communications crisis?
Product Launch
How might we generate
buzz and drive interest
for a new product?
Lead Generation
How might we follow
prospects and generate
high quality leads?
2
4 3

What’s
your unfair
advantage?

What’s your Unfair Advantage
Product Leadership
Build a better product, for which
customers will pay a premium
Solve the client’s
broader problem & share
in the beneﬁt
Achieve the low cost
position on product
and service support
Customer
Intimacy
Operational
Excellence
Product
Differentiation
Customer
Responsiveness
Operational
Competence

Influencer
marketing
model?

Influencers Selection
Potential Energy Influencers
ca. 400 - Engagor & Rediant6
Energy Influencers
39 – Selected based on Engagor Figures
Energy Influencers
20 Selected based on Screening
on Social Profile
Authority on Social Media
Household Hackers

Influencer Segments
MY ONLINE
AUDIENCE
IS THE SIZE
OF TEXAS
MY OPINION
IS WORTH
MORE
THAN GOLD
IN MY SPACE
MY NAME
IS MY EQUITY
I FORM AND
COMMUNICATE
CREDIBLE
INSIGHTS
MY BELIEF
MAKES ME
MOVE
MOUNTAINS
I WROTE A
TEXTBOOK
ON MY
SUBJECT
I’M AN
RESPECTED
AUTHORITY
WITH AN
AGENDA
I STIR THE
POT AND
CREATE
HEALTHY
DEBATE
MY ONLINE
AUDIENCE
IS THE SIZE
OF TEXAS
I HAVE QUICK
SOLUTIONS
TO EVERYDAY
ISSUES
I LIKE TO
CONNECT
DOTS AND
CREATE
LINKS
1. CELEBRITY
6. ACTIVIST 7. EXPERT 8. INSIDER 9. AGIATOR 10. JOURNALIST 11.HOUSEHOLD HACKERS
2. AUTHORITY 3. CONNECTOR 5. ANALYST4. PERSONAL

Influencer Impact
REACH
AUDIENCE SIZE
RESONANCE
ENGAGEMENT POWER
RELEVANCE
CONTEXTUAL FIT

A B
C D
NEGATIVES ACTIVISTS
STAR INFLUENCERSINFLUENCERS
POSITIFNEUTRALNEGATIVES
(reach, resonance, relevance)
SENTIMENT
0 1 2 3 4 5 6 7 8 9 10
IMPACT
Influencer Matrix

Influencer Passport

Influencer Deep Dive – Example
Project Manager de ma vie,
Community Manager de mon
chien, CEO de mon foyer. Mes
tweets n'engagent que moi, sauf
si j'ai bu.
Motivation:

Description:
Name : Florence Manente
Influencer Type : Authority
Nick Name @Flexyflow
“Madame Internet,
blogueuse et maman.”
Behaviour:
High Low
Reach
High Low
Resonance
High Low
Relevance
Positive Negative
Sentiment
Yes No
Collaboration
NL FR
Language
Numbers
- Twitter Followers : 5024
-  Linkedin: +500 connections
-  Blog : flexyflow.be

Which content do you need?
BUYAWARENESS
virals
poll
A
B
contests
branded
stories
games
testimonials
community
forums reviews
infographics
articles
press
releases
how to
trend
report
white paper
case studies
ratings
eventsenews
demo videos
checklist
product
features
calculationswebinars
EN
TERTA
IN
CO
N
VIN
CE
ED
U
CATE
IN
SPIRE

SUMMARY ‘HOW IT WORKS?’
40
Objective
Awareness - Understanding –
Consideration - Buy
Define content &
relevant influencers
Aligned Marketing
timeline
Creative production
& distribution
1
3
2
4

Integrated Marketing Plan

Influencer Message Framework
INSIGHT
INSIGHT
TIMING
PRIORITY
INSIGHT
INSIGHT
TO
BRAND
OR NOT TO
BRAND
INSIGHT
INSIGHT
PROOF
PROOF
PROOF
PROOF
PROOF
PROOF
Company insights Reason to believe Logo signature

INSIGHT
INSIGHT
TIMING
PRIORITY
INSIGHT
INSIGHT
TO
BRAND
OR NOT TO
BRAND
INSIGHT
INSIGHT
PROOF
PROOF
PROOF
PROOF
PROOF
PROOF
MESSAGES
MESSAGESMESSAGES
MESSAGES
MESSAGES
MESSAGES
CELEBRITY
ACTIVIST EXPERT INSIDER AGIATOR JOURNALIST HOUSEHOLD HACKER
AUTHORITY CONNECTOR PERSONAL ANALYST
Influencer Message Framework

Who did
it before?

Het KANO-model

daily interactioninteraction with or views of fan
page or posts

A SUCCES STORY
The launch of Red Bull has
been the most successful
beverage launch of the last
decade.
It´s success is due to
partnering a quality product
with well-thought out original
communication strategy.

CANS
0
200
400
600
800
1000
1200
1400
US sales (in million units)

Brand Positioning

ONE BRAND
ONE PRODUCT
In order to put the entire
focus on this one product,
this one can, this one brand.
No diversiﬁcations.
No licenscing.
No brand-merchandising.
No umbrella brand.
We said:

Absolute Premium Price
Red Bull´s real product beneﬁts justiﬁed a premiumprice.
It is by far the most expensive non-alcoholic drinkon the market.
Red Bull is 3 to 6 times more expensive than Coke.

Sampling
Event Marketing
Opinion Leader Marketing
Above-the-line Advertising
To build up awareness and image
To support credibility of
the product and The brand
To prove that the Brand is
up-do-date and diﬀerent
To convince consumers
COMMUNICATION
CONCEPT

Event Marketing
Red Bull´s event marketing also covers both areas,
sports and culture, through a variety of events like
Flugtag, Creative Contest, Music Academy,
Local Hero Tour and many more.
Red Bull doesn´t sponsor events, Red Bull creates,
organizes and supports new, innovative and image
building events.

SAMPLING
Sampling is done by highly
motivated and well educated
emloyees of Red Bull and
not “professional”
promotion teams.
Their brieﬁng is simple:
Find tired and exhausted
People.They do it in a charming,
non oﬀensive way.
All we give them is the product,
a free range of clothes
and a tiny, but very
attractive sampling car

CHRISTMAS CARD
FOR ZALANDO
BLOGGER

GIFT BOX
FOR ZALANDO
BLOGGER

The Beats Youtube video's
tell a story not a commercial message
BEATS
STORYTELLER

BEATS STORYTELLER

IT'S ABOUT THE PEOPLE

LEARN HOW TO
INCORPORATE INFLUENCERS
INTO YOUR SOCIAL SELLING
STRATEGY WITH YOUMEN
GET A DEMO
Want to get more out of your social selling
M +32 478 33 7000

Thank you

YOUMEN Amplify your Social Selling by Involving Influencer Marketing

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