Influencer Marketing - Use Cases, Opportunities, Challenges, Tools

1. infographic by
INFLUENCER
MARKETING
SURVEYUSE CASES - OPPORTUNITIES - CHALLENGES - TOOLS

2. “
INFLUENCER MARKETING SURVEY
This October 2015 survey highlights findings from Onalytica’s
focus groups and consultations with 100 Marketing Directors,
Heads of Social Media, Communication & PR Professionals.
Discussions were centred around the topic of Influencer
Marketing, its use cases, opportunities, challenges and tools
used.

3. EMPLOYEE ADVOCACY
LEAD GEN
BRAND AWARENESS
BRAND ADVOCACY
CUSTOMER RETENTION
LEAD NURTURING
USE CASES
(TOP OF FUNNEL)
THOUGHT LEADERSHIP
SOCIAL SELLINGWEBSITE TRAFFIC
COMMUNITY ENGAGEMENT

4. OPPORTUNITIES
source:McKinsey
Generates 3x more
“word-of-mouth”
messages
WORD OF MOUTH
Can increase brand
market share by as
much as 10%
MARKET SHARE
Generates 2x the sales
of paid advertising
SALES
£
Results in recommendations
up to 50x more likely
to trigger a purchase
RECOMMENDATIONS

5. CHALLENGES
Limited API feeds from
Instagram, LinkedIn
and Facebook
DATA ACCESS
Brand
Product Category
Hot Topics
INFLUENCER IDENTIFICATION
Creating value
proposition
EDUCATING SENIOR MANAGEMENT
To a large
number
of influencers
PERSONALISED OUTREACH

6. KEY CONSIDERATIONS FOR DIFFERENT ROLES...
How do digital influencers influence the Tier 1 media?
How can these influencers drive earned media attention?
How can we best build 1-to-1 relationships?
MARKETING
How can we manage influencers at scale?
What social channels are most effective for engagement?
Should we run organic vs. paid engagement?
Who can we co-create content with?
How can we align content to different influencer groups?
What are the audience demographics of each influencer?
COMMS & PR
DIGITAL & SOCIAL MEDIA

7. ...AND FOR DIFFERENT ORGANISATIONS
AGENCIES
LARGE CORPORATES
CHARITIES & ASSOCIATIONS
Influencer identification less of an issue with access to agency
resource. How should we best structure workflow through multiple
PR/digital agencies? What are influencers’ expectations?
Paid/Organic/Managed by agent?
How can we prioritise engagement with minimal resource &
capacity to react? How can we align different messages to multiple
influencer groups? Lack of content to generate influencer
engagement
How can we build value proposition of influencer engagement for
our clients? What are the best tool sets to use? How can we run
cost-effective influencer relations and ensure we are not over-
servicing clients?

8. Tier 2 Influencers “Power Middle”
Who influences your core
influencers? Agent managed?
Organic
vs.
Paid?
In-depth influencer profiles
Influence is
contextual
Focus on depth and credibility of networks
Forget about social scores
what is their
media influence?
INFLUENCER
IDENTIFICATION
and
KEY CONNECTORS

9. INFLUENCER
ENGAGEMENTREGULAR
TOUCH POINTS
use online to drive
offline relationships long
lasting
relationships
USE ENGAGEMENT/COST OF INTERACTION
AS MEASUREMENT CRITERIA
KEEP IT SIMPLE
And...

10. SOCIAL CHANNELS
Most used channel,
ideal for relationship
building
TWITTER
Ideal for content-led
influencer
marketing
BLOGS
Strong presence
of niche topics
groups
LINKEDIN
Limited data access,
not ideal for B2B
influencer relations
FACEBOOK
Lead channel for
social content
creation
VIDEOS
Overtaking Twitter in
celebrity and life-
style
INSTAGRAM

11. SHIFT IN TOOLSET
Customer
Advocacy
Platforms
Employee
Advocacy
Platforms
Category
Influencer
Platforms
Excel
Twitter Tools
Hootsuite
Tweetdeck
Social Listening
Radian6
Sysomos
Brandwatch
20152014
Source: Forrester, 2015

12. COPYRIGHT ONALYTICA 2015WWW.ONALYTICA.COM
Influencer Identification
Influencer Relationship Management
Influencer Mapping IRM Software Insights Reporting