INFLUENCER MARKETING

INFLUENCER MARKETING
Influencer marketing is a type of marketing that
focuses on using key leaders to drive your brand’s
message to the larger market. Rather than
marketing directly to a large group of consumers,
you instead inspire / hire / pay influencers to get
out the word for you.
definition

Why Influencer Marketing ?
90%
of consumers trust
peer recommendations
Use generated
content is
50%
more trusted by
internet users than
traditional media
Consumers are
71%
more likely to make a
purchase based on
social media referrals
81%
of U.S. consumers trust
advice and information
from blogs

INFLUENCER MARKETING
Generates 2xthe sales
of paidadvertising
Can increasebrand
market share byas
much as10%
SALES MARKETSHARE RECOMMENDATIONSWORD-OF-MOUTH
Results in recommenda- tions
up to50x more likely to
trigger apurchase
Generates 3xmore
“word-of-mouth”
messages
Source: McKinsey
is here tohelp

INFLUENCER MARKETING
in 6 easysteps
IDENTIFY
MAP
LISTEN
ENGAGE
MEASURE
SCALE

IDENTIFY

Remember, infiuence is contextual and don’t mistake
popularity for infiuence
Focus on the depth and credibility of their networks
Be sure to look at the influencer persona (e.g. blogger,
analyst, mum etc) and their affinities

MAP

Network maps are a great way of visualisingand
understanding a community of influencers
See the connections between
stakeholders, and how far their infiuence
reaches
Illustrate the social landscape of yourbrand

LISTEN

Listen to what your influencers have to say to make sure
you tailor your messaging
Understand who your most influential audiences are and what
they’re focussed on
Identify new engagement opportunities and stay abreast of the
latest developments

ENGAGE

Align your content strategy with your influencer engagement
strategy
Define your outreach channels and the frequency of
communication ahead of time
Ensure your engagement is personal, influencer marketing is all
about building relationships

MEASURE

Define one clear outcome and up to three Key Performance
Indicators (KPIs) to measure the success
Forget about social scores, look for more mature datato
prove that your influencing works
Focus on engagement rather than potentialimpressions

SCALE

Use content to build interest rapidly among your influencer
communities
Find new influencer but be sure to maintain and amplify
existing relationships
Automate tracking and the surfacing of engagement
opportunities, to create an always-on program

Youshoulduseinfluencer marketing because
It’s more
authentic
than an ad
It’s more cost
effective than other
marketing channels
It’s an easy
way to build
trust
It provides access
to a large
audience
It’s a way to create
real-time
engagement
Youcan effectively win
over a new target
audience
It provides sharable
content for exponential
results

Case Studies

– the most important
YouTuber in the world –
teamed up with the makers
of a horror film set in the
French catacombs under
Paris, creating a series of
videos in which he
underwent challenges in
the catacombs. It was
pitch-perfect content for
PewDiePie’s 27 million
subscribers, and received
nearly double the views as
the movie’s trailer.
Everybody won.
PewDiePie
Influencer: PewDiePiew
Subscribers: 27 milion
Brand: As Above, So Below (film)

Meghan
McCarthy
Walmart found that Meghan McCarthy
– a famous vine – was among one of
the top Millennial influencers and
partnered with her to integrate their
promotion into her daily conversations.
Posting on Snapchat, Instagram,
Twitter, and YouTube, Meghan put her
stamp of approval and explained
exactly why her audience should care
about the promotion. Her posts
garnered hundreds of follow up posts
and tweets, the partnership with
Meghan made an impact like no TV
commercial campaign ever would.
Influencer: Meghan McCarthy
Followers: 643,287
Brand: Walmart
Source: neoreach.com

Travelocity was the world’s first online travel agency, inspiring millions to take
control of their travel and champion their own journeys. But as more
companies have entered the online travel agency fold, customer experiences
in this arena are gaining a reputation for being a bit too transactional.
Enter influencer marketing. Travelocity set out to reverse these negative
customer perceptions by creating an influencer community of travel experts,
known as The Gnational Gnomads.
Through community engagement and monitoring, Travelocity sought to
impact customers in an authentic way. By utilizing influencer marketing best
practices, Travelocity has been a key component in humanizing travel
planning for customers. This has been a huge success due to community
management, ongoing engagement, and real relationship-building.

SOURCE
Wikipedia
Onalytica
Izea influence marketing
Influencer marketing by
Rebecca
50 influencer sonic marketing