big questions about influencer
Post on 13-Apr-2017
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@DrJillianNey
BIG QUESTIONS AboutINFLUENCER MARKETING
Presented at the European Spreadfast Summit 2016
All material © Dr Jillian Ney Ltd. 2016. No unauthorised reproduction or distribution..
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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.““
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Luckily, officially, influencer marketing is not like teen sex.
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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
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“ It’s not about marketing to influencers, it’s about building
human connections with them. ”“ ”
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Why Should You CARE?
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BECAUSE UGC MATTERS92% 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/
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BECAUSE CONSUMERS ARE 71% MORE LIKELY TO MAKE A PURCHASE BASED ON SOCIAL MEDIA REFERRALSwww.nielsen.com
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BECAUSE THAT IS WHERE THE AUDIENCE ISTHOSE 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/
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YOUNGER AUDIENCES TRUST SOCIAL MEDIA CELEBRITIES MORE62% WOULD TRY BAND RECOMMENDED BY A YOUTUBE CELEBRITY… JUST 49% WOULD ACT ON A HOLLWOOD STARS RECOMMENDATIONS.
http://psemagazine.com/influencer-marketing/
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THERE ARE NO INFLUENCER EXPERTS
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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
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INSPIREDHUMAN CONNECTIONS.
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1xxx articles 108
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THE BASICS HOW TO THE TOOLS INFLUENCERS
MARKET SIZE CASE STUDY NEGATIVES
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THE FUTURE OF MARKETING IS INFLUENCER LED
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FOCUS ON LEVERAGING THE NETWORK OF OTHERS FOR BRAND PROMOTION
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INFLUENCER TOOLS PROVIDE A SILVER BULLET
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YOU CAN’T DO SUCCESSFUL INFLUENCER MARKETING WITH THESE ARTICLES
YOU CAN’T DO SUCCESSFUL INFLUENCER MARKETING WITH THE TOOLS ALONE
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The BIG QUESTIONS No One Wants to Answer
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WHAT IS A TOP TIER INFLUENCER?
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@DrJillianNey
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@DrJillianNey
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“ Don’t think numbers, think relevance, think value fit, think connection – numbers mean
nothing alone. ”“ ”
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“Don’t focus on what influencers can do for you – how can you
help them? ”“ ”
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WHAT DO WE ACTUALLY WANT TO DO WITH THE INFLUENCER?
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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.
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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.
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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.
@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.
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EVERYDAY INFLUENCERSTHE 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.
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“ Go deep into their network, how to they influence their audience,
how much creative empowerment will you give, what the end goal?”“ ”
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HOW DO WE APPROACH INFLUENCERS?
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@DrJillianNey
“ Don’t treat the relationship as a transaction – nurture
human connections & ensure the influencer nurtures theirs!”“ ”
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The power of EVERYDAY INFLUENCERS
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SOCIAL INTELLIGENCE PROCESS
CUSTOMER
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
@DrJillianNey
BESPOKE BEHAVIOURAL INTERVENTION
LISTEN
CROSS MATCH TARGET
CUSTOMER PERSONAS
ASSESS CUSTOME
R FIT
SELECT RECIPIENT
S 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
@DrJillianNey *reproduced from Disruptive Insight
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WHAT DOES SUCCESS LOOK LIKE?
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“HALF THE MONEY I SPEND ON
ADVERTISING IS WASTED; THE
TROUBLE IS I DON’T KNOW WHICH HALF”
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HOW LONG DO THEY STICK AROUND?
DO THEY ACTIVELY ENGAGE?
DO THEY PURCHASE?
ARE THEY ATTRACTED TO YOUR BRAND?
DO THEY INTENT TO PURCHASE?
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THANK YOU www.drjillianney.com
hello@drjillianney.com
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