Influencer Marketing“Engaging Online Influencers”
N I M A’s T h e S o c i a l E x p e r i m e n t6 o k t o b e r 2 0 1 1
C O P Y R I G H T 3 S I X T Y F I V E B . V .
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INTRODUCTIONv e r y s h o r t
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INTRODUCTIONe-business
online media
interactive / social
social strategy
social strategy
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Project Leader
Digital DeveloperSocial Media SpecialistUser Experience Designer
Strategy DirectorAccount Director
Creative Director
Social Monitoring
IdentificationInfluentials
Social Programs
Social Alignment
Social Strategy
Internal Embedding
Webcare Specialist
Social Analyst
M A N A G E M E N T
D I S C I P L I N E S
Managing Partner Managing Partner Managing Partner
S P E C I A L T I E S
Strategy & technology Strategy & business development
John Meulemans
NicoleNiemann
PaoloMartorino
Strategy & concepts
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#tse11@j0hn
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DEFINITIONWHAT’S THE BUZZINFLUENCER MARKETINGIDENTIFICATIONPRESENTATIONINFLUENCER OUTREACHRECAP
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CONTENTSI N F L U E N C E R M A R K E T I N G
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INTERACTIVE#WHAT’S IN IT FOR YOU?
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Definition
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DO YOU THINKWHAT
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DEFINITIONW H AT A R E T H E Y ?
We're talking online influencers, people that have influence that starts, but is not limited to online, like blogs, microblogs or other social media platforms.
“Influencers are individuals that are trusted by the public. Authorities in a certain area of expertise which gives them credibility. These people can be bloggers, journalists, editors, professors, scientists, politicians and sometimes even celebrities.”
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Check video: http://www.youtube.com/watch?v=gCMzjJjuxQI
DEFINITIONN O T H I N G N E W A B O U T I T Big difference:
Nowadays it has to be authenthic.
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DEFINITIONN O T O N LY P E O P L E
“Besides influential people, there are also influential places on the web, places where people talk about your brand, products or your business. We call these places hotspots and they come in different flavors.” ‣Online Press‣(Micro) Blogs‣Online News Outlets‣Social Networks‣Special Interest Sites‣Communities & Forums‣Photo & Video Sharing Portals
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What’sthebuzz?
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WHAT’S THE BUZZI T ’ S A B O U T 3 T ’ S
But actually I meant...
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IT’S GONETRUST
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IT’S ALL ABOUT CONVERSATIONSTALKS
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IT’S EVERYWHERETRANSPARENCY
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WHAT’S THE BUZZT R U S T
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Source: Edelman 2009
Do we really see them?
WHAT’S THE BUZZT R U S T
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Underpromise, overdeliver?
WHAT’S THE BUZZT R U S T
R.I.P. Steve Jobs
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WHAT’S THE BUZZTA L K S
We share ANYTHING
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A new culture of sharing ‘information’:1: Worldwide growth of the internet population2: Massive growth in use of social networking3: Increase of sharing in general
WHAT’S THE BUZZTA L K S
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79% 21%
Source: Insites 2010
WHAT’S THE BUZZTA L K S
Member of at least ONE social network
16-25 year 91% (CBS)
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WHY?
33% - The experience is so novel and pleasurable that it must be shared
24% - Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a person's own judgment, or assert superiority.
20% - To reach out and help to express neighbourliness, caring, and friendship.
20% - The message is so humorous or informative that it deserves sharing.
Ernest DichterWord of Mouth Motivation Research 1950
WHAT’S THE BUZZTA L K S
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WHAT’S THE BUZZT R A N S PA R E N C Y
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WHAT’S THE BUZZT R A N S PA R E N C Y
“Websites where people connect and exchange information in
order to get what they want from each other instead of companies.”
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DOES THIS MEAN?WHAT
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WHAT’S THE BUZZT R A N S PA R E N C Y
“Websites where people connect and exchange information in
order to get what they want from each other instead of companies.”
CONSUMER IN CONTROL
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WHAT’S THE BUZZT R A N S PA R E N C Y
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WHAT’S THE BUZZT R A N S PA R E N C Y
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WHAT’S THE BUZZT R A N S PA R E N C Y
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WHAT’S THE BUZZT R A N S PA R E N C Y
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WHAT’S THE BUZZT R A N S PA R E N C Y
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WHAT’S THE BUZZT R A N S PA R E N C Y
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WHAT’S THE BUZZT R A N S PA R E N C Y
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WHAT’S THE BUZZT R A N S PA R E N C Y
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MANY PEOPLE ARE GOING TO USE THIS?OK HOW
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WHAT’S THE BUZZT R A N S PA R E N C Y
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WHO THINKS WE ARE GOING TO DO THAT?RATING PICKLES
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WHAT’S THE BUZZT R A N S PA R E N C Y
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WHAT’S THE BUZZT R A N S PA R E N C Y
And we’re not nearly seeing te end of it.
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WHAT’S THE BUZZT R A N S PA R E N C Y
Better make sure what they say is positive
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your hands upPUT
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YOU’LL HAVE TO WINTRUST
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YOU SHOULD JOIN THE CONVERSATIONTALKS
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ROLL WITH ITTRANSPARENCY
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Influencermarketing.
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INFLUENCER MARKETINGW H Y
76% of people think companies
lie in adsEdelman Trust
Barometer 2009
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INFLUENCER MARKETINGW H Y
3.000 the average number of ads we see every day
and we only remember 5
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INFLUENCER MARKETINGW H Y
70% of people trust experts more than friends.
(Source: Edelman Trust Barometer 2011)
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YOU MEASURE INFLUENCE?HOW CAN
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INFLUENCER MARKETINGT O O L S
Handy! Right?
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INFLUENCER MARKETINGT O O L S
Handy! Right?
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CASEV I R G I N & K L O U T
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CASES P O T I F Y & K L O U T
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INFLUENCER MARKETINGS O U N D S FA M I L I A I R ?
SOUNDS LIKE
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INFLUENCER MARKETINGW H AT ’ S E V E N W O R S E . . .
THEY MAKE YOU SCREAM ABOUT IT
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CASET H E W I Z A R D I N G W O R L D O F H A R R Y P O T T E R
BIG Plans
BIG Budget
7 People
Webcast
350 M People
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INFLUENCER MARKETINGI T ’ S A S H I F T I N C O M M U N I C AT I O N
Ownedmedia
Earnedmedia
Traditional Model
Ownedmedia
Boughtmedia
Website Email
Facebook pageTwitter account
Boughtmedia
Earnedmedia
BuzzPostsRT’s
AdsSeedingSpots
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do brands still spend so much on advertising?SO WHY
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Influenceridentification
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IDENTIFICATIONO F I N F L U E N C E R S
It all starts with one question...
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IDENTIFICATIONO F I N F L U E N C E R S
How do you measure influence?
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IDENTIFICATIONO F I N F L U E N C E R S
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IDENTIFICATIONO F I N F L U E N C E R S
Network Growth
Mentions
Absolute data
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IDENTIFICATIONO F I N F L U E N C E R SAn example to illustrate the problem with relying on automated tools is the Twitter PR disaster that from fashion
designer Kenneth Cole during the Egyptian revolution. After sending out the tweet below Kenneth
Cole’s influence doubled but it certainly did not help his brand.
In this example it’s shown that tools like
Klout lack to interpret sentiment and intention data.
They are a measure of reach and amplification (often
limited to a few sources) but not true market influence.
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IDENTIFICATIONW H O D O Y O U T R U S T W H E N I N F I N A N C E ?
100% Klout
100% Relevant
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IDENTIFICATIONW H O Y O U T R U S T D E P E N D S O N R E L E VA N C Y
It’s simple:Without relevancy
it just doesn’t feel right.
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IDENTIFICATIONO F I N F L U E N C E R S
How do you measure influence?
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IDENTIFICATIONO F I N F L U E N C E R S
Let me give you a hint
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IDENTIFICATIONO F I N F L U E N C E R S
Sentiment
Relative data
True influence
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IDENTIFICATIONO F I N F L U E N C E R S
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IDENTIFICATIONO F I N F L U E N C E R S
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IDENTIFICATIONO F I N F L U E N C E R S
Automated tools can be valuable when identifying influencers but
beware of the limitations.
BUT: If people can win stuff, they will game the system.
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IDENTIFICATIONO F I N F L U E N C E R S
Consider:Using multiple
tools, sometimes people don’t have to be influencers to
make a point.
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IDENTIFICATIONP E O P L E A N D P L A C E S
Besides influential people there are also influential
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IDENTIFICATIONP E O P L E A N D P L A C E S
Mapping social hotspots
A social hotspot is a place on the web where
your brand’s target audience discusses and
shares relevant content.
A hotspot can be a blog, a community, forum,
special interest site, review site, Twitter page or
even a fanpage or group on a social network.
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INFLUENCERS & HOTSPOTSH O T S P O T S
Hotspots are the most influential websites where
your target audience come to talk about your
brand, products or market. Hotspots are the
perfect starting point to reach and engage them.
It’s a means to communicatie more effectively.
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IDENTIFICATIONP E O P L E A N D P L A C E S
Rating should be based on
three elements:1 Authority2 Activity3 Audience
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IDENTIFICATIONP E O P L E A N D P L A C E S
To what extent do people online perceive the influencer/hotspot as an authority within a specific field? Is the influential entity trustworthy
and knowledgable? Does the shared opinion matter
and can they rely on it?
Authority
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IDENTIFICATIONP E O P L E A N D P L A C E S
To what extent is the influential active online.
This is indicated by things such as the degree of responsiveness,
updates, postings and interactions.
Activity
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IDENTIFICATIONP E O P L E A N D P L A C E S
How big is the total audience reached? What is the outreach of the influential
entity and how does it rank?How many visitors, followers,
members, readers, likers, fans and friends does the influential entity have?
Audience
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IDENTIFICATIONP E O P L E A N D P L A C E S
Let me just say it’s a lot of handywork
Some clues however
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IDENTIFICATIONP E O P L E A N D P L A C E S
Handywork involving:
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IDENTIFICATIONP E O P L E A N D P L A C E S
Handywork involving:
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IDENTIFICATIONP E O P L E A N D P L A C E S
Handywork involving:
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IDENTIFICATIONP E O P L E A N D P L A C E S
Handywork involving:
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IDENTIFICATIONP E O P L E A N D P L A C E S
Handywork involving:
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Datapresentation.
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DATA PRESENTATIONY O U ’ L L N E E D S O M E K I N D O F D A S H B O A R D
How does all this come
together in an orderly way?
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DATA PRESENTATIONY O U ’ L L N E E D S O M E K I N D O F D A S H B O A R D
Put all the data in one system
Ranked, categorized and fully connected
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Example Influencer Dashboard
DATA PRESENTATIONY O U ’ L L N E E D S O M E K I N D O F D A S H B O A R D
RankingSort
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DATA PRESENTATIONY O U ’ L L N E E D S O M E K I N D O F D A S H B O A R D
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Area’s of expertise
DATA PRESENTATIONY O U ’ L L N E E D S O M E K I N D O F D A S H B O A R D
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Influenceroutreach.
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INFLUENCER OUTREACHW H Y
Identifying is only the beginning
It’s what you donext that counts
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INFLUENCER OUTREACHR E M E M B E R
Influencers are NOT journalists
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INFLUENCER OUTREACHH O W T O S E T U P A N O U T R E A C H P R O G R A M
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
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INFLUENCER OUTREACHD E F I N E OBJECTIVES A N D C O M M O N G R O U N D
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Communication:Further & deeper than a brands own voice
Trust:Being mentioned by influencers builds trust amongst the communities they’re in
Branding:Establishing a lasting conversation with influencers minimizes negative perception around a brand in conversations which contibutes to a positive perception
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INFLUENCER OUTREACHD E F I N E O B J E C T I V E S A N D COMMON GROUND
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Ties the influencer to a brand
Mostly no brandfan
Personal approach
How to be relevant
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INFLUENCER OUTREACHD E F I N E O B J E C T I V E S A N D COMMON GROUND
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
It’s about the domains around your brand
> cooking
> cooking
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INFLUENCER OUTREACHD E F I N E R E L E VA N C E O F T H E R E L AT I O N
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Provide a stage:Give the opportunity to increase their following and influence
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CASEM I C R O S O F T M O S T VA L U A B L E P R O F E S S I O N A L P R O G R A M
Live in more than 90 countries
Offer expertise in around 90 Microsoft
technologies
4.000 out of 100 million community members
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INFLUENCER OUTREACHD E F I N E R E L E VA N C E O F T H E R E L AT I O N
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Part of your communication:Knowledge, experience, credibility
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INFLUENCER OUTREACHD E F I N E R E L E VA N C E O F T H E R E L AT I O N
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Part of your communication:Connect them to your product
Use testimonials, product comparison video’s and use the packaging to tell it by for example a QR code.
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CASEWA L M A R T E L E V E N M O M S
In september 2008 Walmart identified mommy bloggers as an influential group for their target audience
This ‘Eleven Moms’ program had
mommy bloggers test their products and write reviews
Results: Brand favourability and trust increased byapproximately 20%
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CASEC O N A G R A
An unexpected surprise indeed
Not exactly candid camera material
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INFLUENCER OUTREACHD E F I N E R E L E VA N C E O F T H E R E L AT I O N
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Part of your communication:Let them create something with your product
If you’re in the food business, let them make recipies with your product or if you’re in travel, let them make their top 5 destinations.
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INFLUENCER OUTREACHD E F I N E R E L E VA N C E O F T H E R E L AT I O N
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Involve in product development
‣How would they improve your product‣Let them try new products first hand‣Invite them for launch-events. ‣Use their feedback for product- innovation and - improvement.
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INFLUENCER OUTREACHD E F I N E R E L E VA N C E O F T H E R E L AT I O N
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Involve in product development
Influencer signature product:
Create a special product line that’s developed together with influencers and actually bring these to market.
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INFLUENCER OUTREACHD E F I N E R E L E VA N C E O F T H E R E L AT I O N
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Make them importantGive them front-row tickets
Create a stage for influencers on your events or at least give them VIP access.
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INFLUENCER OUTREACHD E F I N E R E L E VA N C E O F T H E R E L AT I O N
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Make them importantGive them front-row tickets
First to hear about new initiatives.First to be involved.Let them break the news.Try to include quotes or opinions into press releases.
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INFLUENCER OUTREACHD E F I N E R E L E VA N C E O F T H E R E L AT I O N
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Make them importantGive them front-row tickets
Show you mean it:Get them to meet the management.
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INFLUENCER OUTREACHD E F I N E A S U I TA B L E A P P R O A C H
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Consider thisBefore contacting!
‣Frequency: On which regular basis will there be contact? Make sure relevancy prevails‣Tone of voice: What is appropriate? Polite or informal? ‣Follow up: What is being done with the feedback? Ensure proper embedding in the organisation.
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INFLUENCER OUTREACHD E F I N E A S U I TA B L E A P P R O A C H
Define objectives and common ground
Define relevance of the relation
Define a suitable approach
Consider thisBefore contacting!
‣Proof: Show what has been done with ideas and feedback. If you’re in a stage in which this is not possible yet, communicate this. ‣Organization: Who is in the lead? Ensure support from top to bottom.‣Form: How to keep in touch greatly depends on your market and the type of people. Make sure to vary between digital and face-to-face contact.
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FINALLYD O N ’ T F O R G E T I N T E R N A L I N F L U E N C E R S
Focus on the inside too...Influencers working inside your own company are the most easy type to engage with: They like your brand and have in depth knowledge about it.
They should be key in the influencer outreach program. Also, internal influencers might be an ideal starting point for embedding social media in your company DNA.
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INTERACTIVEDEFINE YOUR OUTREACH PROGRAM
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INGRed Bull
Zuid-Afrika
NespressoBertolli
Define the basics of an outreach program
Define domains that connect the audience
to the brand
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Recapinfluencermarketing
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TRUSTTALKS TRANSPARENCYNO AUTOMATED TOOLSBOUGHT > EARNEDRELEVANT OUTREACHEMBED
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RECAPI N F L U E N C E R M A R K E T I N G
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Somethingsto take with you
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LISTEN TO YOUR INFLUENCERSI T ’ S A B O U T B E I N G ( N O T F E E L I N G ) I M P O R TA N T
That means attention from
management too...
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NO ONE-OFFN O C A M PA I G N
Continuous effect!
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WE’RE TALKING ONLINE HEREI T ’ S A B O U T O N L I N E C R E D I B I L I T Y & T R U S T
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NO MONEY!K E E P I T R E A L
Rewards are intrinsic and provide status and credibility.
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Business card =
Whitepaper
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“Innovation distinguishes between
a leader and a
follower.”
Quote: Steve Jobs John [email protected]: @j0hn
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