This document contains the presentation slides from Dr. Jillian Ney's talk on influencer marketing at the European Spreadfast Summit in 2016. Some of the key points made in the slides include: - Influencer marketing involves building human connections with key individuals rather than just marketing to a target market as a whole. - User-generated content and social media referrals are highly trusted by consumers, especially younger audiences, making influencer marketing important. - Success cannot be defined solely by numbers of followers and requires considering relevance, value fit, and human connections between influencers and brands. - Different types of influencers include celebrities, lifestyle influencers, creative influencers, and opinion leaders.

1. @DrJillianNey
BIG QUESTIONS About
INFLUENCER MARKETING
Presented at the European Spreadfast Summit 2016
All material © Dr Jillian Ney Ltd. 2016. No unauthorised reproduction or distribution..

2. @DrJillianNey
Influencer marketing is like teen sex.
Everyone wants to do it but nobody knows how.
Then when it’s finally done, there is a surprise it’s not better.

3. @DrJillianNey
Luckily, officially, influencer marketing
is not like teen sex.

4. @DrJillianNey
Officially, influencer marketing is a form
of marketing that has emerged from a
variety of practices and studies, in
which focus is placed on specific key
individuals (or types of individual) rather
than the target market as a whole.
https://en.wikipedia.org/wiki/Influencer_marketing

5. @DrJillianNey
It’s not about marketing to
influencers, it’s about building
human connections with
them.

6. @DrJillianNey
Why Should You
CARE?

7. @DrJillianNey
BECAUSE UGC MATTERS
92% OF CONSUMERS TRUST RECOMMENDATIONS FROM OTHER
PEOPLE, EVEN PEOPLE THEY DON’T KNOW, OVER BRANDED CONTENT.
http://digitalintelligencetoday.com/word-of-mouth-still-most-trusted-resource-says-nielsen-implications-for-social-commerce/

8. @DrJillianNey
BECAUSE CONSUMERS ARE 71% MORE LIKELY TO MAKE A
PURCHASE BASED ON SOCIAL MEDIA REFERRALS
www.nielsen.com

9. @DrJillianNey
BECAUSE THAT IS WHERE THE
AUDIENCE IS
THOSE AGED 12 TO 32 SPEND 30%
OF MEDIA TIME CONSUMING USER
GENERATED CONTENT COMPARED
TO 23% OF MEDIA TIME WATCHING
TV
http://psemagazine.com/influencer-marketing/

10. @DrJillianNey
YOUNGER AUDIENCES TRUST
SOCIAL MEDIA CELEBRITIES
MORE
62% WOULD TRY BAND
RECOMMENDED BY A YOUTUBE
CELEBRITY… JUST 49% WOULD
ACT ON A HOLLWOOD STARS
RECOMMENDATIONS.
http://psemagazine.com/influencer-marketing/

11. @DrJillianNey
THERE ARE NO INFLUENCER EXPERTS

12. @DrJillianNey
I exist to be the conduit
between what a brand wants to
do and what their customers
need them to do.
UK’S FIRST DR OF SOCIAL
MEDIA AND A DIGITAL
BEHAVIOURAL SCIENTIST

13. @DrJillianNey
INSPIRED
HUMAN
CONNECTIONS.

14. @DrJillianNey
1xxx articles

15. @DrJillianNey
THE BASICS HOW TO THE TOOLS INFLUENCERS
MARKET SIZE CASE STUDY NEGATIVES

16. @DrJillianNey
THE FUTURE OF MARKETING IS INFLUENCER LED

17. @DrJillianNey
FOCUS ON LEVERAGING THE NETWORK OF
OTHERS FOR BRAND PROMOTION

18. @DrJillianNey
INFLUENCER TOOLS PROVIDE A SILVER BULLET

19. @DrJillianNey
YOU CAN’T DO SUCCESSFUL INFLUENCER
MARKETING WITH THESE ARTICLES
YOU CAN’T DO SUCCESSFUL INFLUENCER
MARKETING WITH THE TOOLS ALONE

20. @DrJillianNey
The
BIG QUESTIONS
No One Wants to Answer

21. @DrJillianNey
WHAT IS A TOP TIER INFLUENCER?

22. @DrJillianNey

23. @DrJillianNey

24. @DrJillianNey

25. @DrJillianNey

26. @DrJillianNey

27. @DrJillianNey

28. @DrJillianNey
Don’t think numbers, think
relevance, think value fit, think
connection – numbers mean
nothing alone.

29. @DrJillianNey
Don’t focus on what influencers
can do for you – how can you
help them?

30. @DrJillianNey
WHAT DO WE ACTUALLY WANT
TO DO WITH THE INFLUENCER?

31. @DrJillianNey
CELEBRITIES
TRADITIONAL CELEBRITIES WHO HAVE SOCIAL
ACCOUNTS.
They tend to have a presence on most social media
platforms and rush to try new ways to reach their
audience.
Their networks are loosely-tied, followers want to be
part of the halo effect.
Celebrities have little responsive engagement with
their audiences.

32. @DrJillianNey
LIFESTYLE
PEOPLE FINDING INFLUENCE BECAUSE OF
THEIR LIFESTYLE OR INTERESTS
They tend to have one main platform and push
other social traffic back to this platform (some will
have separate sites/blogs).
Motivation to follow because of area of interest or
lifestyle choices.
Will have some level of engagement with their
audience.

33. @DrJillianNey
CREATIVE
PEOPLE FINDING INFLUENCE FROM THEIR
PERSPECTIVE
They tend to have one main platform and push
other social traffic back to this platform (some will
have separate sites/blogs).
Motivation to follow because of beauty of art,
creative outlook or problem solving.
Will have some level of engagement with their
audience.

34. @DrJillianNey
OPINION LEADERS
PEOPLE FINDING INFLUENCE BECAUSE OF
THEIR VOICE
They tend to have a dedicated blog or site and
drive social traffic back to the site.
Motivated to follow because of their personal
opinions, career success or work they do.
Will have a level of active engagement with their
audience.

35. @DrJillianNey
EVERYDAY INFLUENCERS
THE EVERY DAY PEOPLE (OR
MICRO-INFLUENCERS).
They will embody your target customer
persona.
They tend to have strongly-tied
networks, they are the connector of their
group, and very active on social.

36. @DrJillianNey
Go deep into their network,
how to they influence their
audience, how much creative
empowerment will you give,
what the end goal?

37. @DrJillianNey
HOW DO WE APPROACH
INFLUENCERS?

38. @DrJillianNey
www.whopaysinfluencers.com

39. @DrJillianNey

40. @DrJillianNey
Don’t treat the relationship as a
transaction – nurture human
connections & ensure the
influencer nurtures theirs!

41. @DrJillianNey
The power of
EVERYDAY INFLUENCERS

42. @DrJillianNey
SOCIAL INTELLIGENCE PROCESS
CUSTOME
R
JOURNEY
MAPPING
LIFECAST &
INTENT
EMOTIONAL
ANALYSIS
DEVELOP
INTERVEN-
TION
DEFINE
• Customer Behaviours
on Journey to SSE
Venue
• Touchpoints with the
SSE brand
• Touchpoints with
other brands and/or
partners
LIFECAST
• Ways in which SSE
venues services are
used by customers
INTENT
• Intent to purchase
• Intent to use services
• Additional requests
• Key emotions felt at
each stage of the
customer journey
• Develop bspoke
behavioural
intervention to
maximise SSE
partnership rights

43. @DrJillianNey
BESPOKE BEHAVIOURAL INTERVENTION
LISTEN
CROSS
MATCH
TARGET
CUSTOMER
PERSONAS
ASSESS
CUSTOMER
FIT
SELECT
RECIPIENTS
AND
ENGAGE
Listen to social media
conversations around
key events.
Cross match customer
conversations with
target customer persona
characteristics
Assess customer fit
based on 5 key
behaviours to ensure
engagement
Select most appropriate
recipients and surprise
via Twitter

44. @DrJillianNey *reproduced from Disruptive Insight

45. @DrJillianNey
WHAT DOES SUCCESS
LOOK LIKE?

46. @DrJillianNey
“HALF THE MONEY I
SPEND ON
ADVERTISING IS
WASTED; THE
TROUBLE IS I DON’T
KNOW WHICH HALF”

47. @DrJillianNey
HOW LONG DO THEY
STICK AROUND?
DO THEY ACTIVELY
ENGAGE?
DO THEY PURCHASE?
ARE THEY ATTRACTED
TO YOUR BRAND?
DO THEY INTENT TO
PURCHASE?

48. @DrJillianNey
THANK YOU
www.drjillianney.com
hello@drjillianney.com