Influencer 2.0: How To Amplify and Convert The Customers That Really Matter
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Presentation from Event Marketer's Experiential Marketing Summit 2015 in San Francisco Session Overview: INFLUENCER 2.0: HOW TO AMPLIFY AND CONVERT THE CUSTOMERS THAT REALLY MATTER In this session, we’ll serve up the tools you need to identify, engage and track social influencers with “real-world reach.” Find out how to work with influencers to co-create content. Learn ways to leverage the social reach of influencers to drive brand programming across-the-line and, ultimately, real world consumer conversions. Get tips on how to measure the impact of your influencers and avoid wasting time trying to chase and win “empty” social impressions. Speaker: Alex Frias, Co-Founder & President, Track Marketing Group
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Influencer 2.0: How To Amplify and Convert The Customers That Really Matter
- 1. INFLUENCER 2.0: HOW TO AMPLIFY AND CONVERT THE CUSTOMERS THAT REALLY MATTER Alex Frias | @iamalexfrias President, Track Marketing Group Founder, talent social
- 2. What You’ll See Today • Defining Influencer Marketing • The Role of an Influencer • Case Studies • Best Practices • Q&A
- 3. Influencer has become a dirty word
- 4. Defining Influencer Marketing Influencer marketing is a magical combination of data-driven ROI and intangible social awareness and brand halo
- 5. The Evolution of Influencer Marketing Public Relations Outreach Editor + Blogger Relations Celebrity Partnerships Social Celebrity Social Influencer s
- 6. Customers look to people they trust before they make purchase decisions Consumers Trust Influencers More Than Brands Influencer Marketing Is The New King of Content Infographic via TheShelf.com
- 7. There Are Influencers In Every Industry Infographic via TheShelf.com
- 8. Influencers Come In All Shapes, Sizes, and Colors
- 9. Not All Influencers Are Created Equal Social influence is not always platform- agnostic An Instagram influencer is not necessarily influential on another social platform both in terms of community size and engagement levels
- 10. Brand Advocate vs Influencer ADVOCATE INFLUENCER TYPICAL PROFILE Highly Satisfied Customer Blogger / Celebrity / Socialite DEFINED BY How likely they are to recommend the brand Size of Audience + Engagement MOTIVATION Help their friends and like- minded other people Grow Audience and Personal Brand LOYALTY Long-Term Short-Term? INCENTIVE Typically no $, Free Product, Trials
- 11. Working With Influencers Can Fulfill Different Types of Goals Brand Awareness Product Use Cases User Generated Content Social Following Consumer Trust Education Sales SEO Content Syndication
- 12. Influencer Roles Within Your Brand Eco- System • Sponsored Posts • Product Seeding • Content Co-Creation • Social Ambassador • Brand Social Takeovers • Native Content • Promotion/Sweepstakes Awareness • Affiliate E-Commerce • Offline Event Integration • B2B How You Can Work With Influencers
- 13. THE BRANDS INFLUENCING THE INFLUENCERS AND THEIR INFLUENCERS…
- 14. Product Seeding + Sponsored Post GENERAL BRAND OBJECTIVES Help build buzz for a new product launch or category Product Seeding Influencer posts as exchange for receiving free product Sponsored Post Native advertising with brand paying influencer to post content
- 15. Apple | Celebrity Product Seeding
- 16. Jaguar | Brand Ambassador BRAND OBJECTIVE Help build brand buzz and to connect an IG generation with the history and allure of Jaguar as a brand APPROACH • Commissioned photograhper @misshattan as social brand ambassador • Chronicled her daily use of Jaguar through the power of her IG lens
- 17. American Express | Social Takeovers BRAND OBJECTIVE Raise the brand’s Instagram profile’s reach and engagement levels APPROACH • AmEx gave six business entrepreneurs the keys to its IG account for day as part of the #MyAmex campaign • The group posted a series of pictures depicting how AmEx impacts their businesses RESULTS • 23% more engagement than the brand's other Instagram pictures • 10 million impressions • 40,000 engagements
- 18. Bevel | Community Adoption BRAND OBJECTIVE Build brand awareness and ground swell within African American community APPROACH Highlight local neighborhood barbers and regional influencers to tell the brand story through the fabric of their day-to-day lives
- 19. HTC | Content Co-Creation BRAND OBJECTIVE Help build brand buzz and highlight product features with creative community for HTC One M8 APPROACH • Launched Creatography campaign • Commissioned different lifestyle personalities and creators to use HTC One M8 functionality in their daily lives and chronicle it via social media
- 20. HTC | Content Co-Creation
- 21. BEST PRACTICES
- 22. Customize Each Campaign Dos Define your brand challenge What are your trying to achieve with influencer marketing? Set clear campaign objectives Define your target audience Don’ts: Don’t define EXACTLY what your influencers need to say, how to say it and when to say it KEY TAKEAWAYS A proper program setup will allow you to properly identify the best influencers for your brand, product and program Allows your influencers to have the steering room to create something that's truly native to their audience
- 23. Co-Create Content Dos: Co-create social content with your influencers The audience can tell authentic content when they see it Don’ts: Don’t use stock photos of your brand Don’t ghost write photo and video captions KEY TAKEAWAYS You are tapping into influencers because you are looking to borrow from their equity Give the influencer the social authority to integrate your brand organically in their voice
- 24. Value Exchange It’s a Two Way Street True influencers tend to be right-brain dominant Money isn't the primary motivation; it's a secondary goal Their primary motivator, much like many of the Millennials that most of us are targeting, is passion and excitement for what they do That's why they are who they are, and that's why they have such a social following How To Incentivize a Prospective Influencer • Know your target influencer • Research and think about what would resonate most with that individual besides $ • Don't underestimate what a complimentary Uber car ride and a store credit can do to persuade someone who's passionate about their craft AND your brand
- 25. Set Realistic Goals Many influencer campaigns fail before they even start because of unrealistic goals Define What You Are Trying To Achieve Are you looking to generate brand awareness? Are you trying to grow the brand's social footprint? Looking to drive mobile app installs? Are e-commerce sales the sole barometer of success? KEY TAKEAWAYS Make sure you define the objective and success metrics at the start of the campaign • Determine the influencer programming platform • Consumer call to action • Realistic cost per acquisition (however you define an acquisition)
- 26. Can You REALLY Do B2B Influencer Marketing? Influencer marketing is just as powerful a tool for B2B and can be even more powerful as a content catalyst The target audience is different, but the principles are the same How To Create a B2B Influencer Strategy 1. Identify Your Brand’s Target Buyers 2. Determine Industry Influencers 3. Know How and and Where to Find Those Influencers 4. Determine How You Want to Work with Influencers Before Your Reach Out 5. Balance Between Timely and Evergreen Content
- 27. Identify Your ‘Social Maker’ Influencer 2.0 defines real influence as someone that connects the social world and the real world. What is a Social Maker? Social Makers are influencers who have digital reach AND offline influence. Influencers who are shaping, moving and creating things that their communities can actually look, feel, touch and ultimately consume KEY TAKEAWAY Identify your brand's Social Makers and you can create a social influencer platform that drives social awareness AND real-world action.