With consumer voices playing a bigger and bigger role in a company's brand and reputation, knowing who your most influential brand advocates are has never been more important for your company's growth. This session discusses ways to identify your most valuable customers, how to treat and engage them, and where to find people like them.

1. Marketing to Your Influencers
Auren Hoffman

2. Agenda
• Identifying Influencers
• Engaging Influencers
• Finding More Influencers
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3. Conventional Wisdom
“Total Customer Value” depends on individual spend
High Good High
Treatment
Past and
Future
Spending Satisfaction Spending
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4. Influencers…
Have high “Total Referral Value”
Customers VIP
W.O.M. and
with lots of Treatment,
many more
friends and Special
customers
impact Promotions
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5. Two Types of Influencers
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6. Levels of Influence
Depend on friendships…
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7. Levels of Influence
social persuasion…
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8. Did You Know?
% of buyers who rely on WOM for purchases:
Travel and vacation Computers and software Dining and restaurants
22% 38% 67%
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9. Identifying Influencers
How do you find them?
1. “Share Me” email campaigns – coupon
redemptions, clicks
2. Referral awards and programs
3. Reactions to online posts/updates –
referral stats from bit.ly links
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10. Identifying Influencers
How do you find them?
4. Klout scores on Twitter
5. High friend counts – free queries on
Rapleaf API trial
6. Building an “Influencer” Score – points
for clicks, coupon codes redeemed, etc
…now what?
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11. Engaging Influencers
1. Give away free samples and trials
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12. Engaging Influencers
2. Offer invite-only promotions and access
to special events (and invite friends)
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13. Engaging Influencers
3. Build a referral program
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14. Engaging Influencers
4. Ask for feedback (and listen)
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15. Engaging Influencers
5. Setup customer service (and other) flags
Actor Kevin Smith, kicked off of
plane for being overweight,
shared his experience with 1.6
million Twitter followers
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16. Engaging Influencers
6. Surprise them
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17. Engaging Influencers
7. Establish a brand advocate program
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18. Engaging Influencers
8. Have executives, management call them
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19. Finding More Influencers
• Reach out to happy
customers
• Engage people who
are already
influential
• Find people who are
passionate about
similar things
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20. Finally…
Influencer marketing is not a short cut.
• Make every customer happy
• Surpass expectations
• Be creative
• Impress them
• Give them things to talk about
• Measure results
• Stay humble
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21. Questions?
Rapleaf
667 Mission St, FL 4
San Francisco, CA 94105
www.rapleaf.com
415-886-7270
info@rapleaf.com
Twitter: @rapleaf
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