Social Marketing and Leveraging Influencers
Bolaji Okusaga
ContextConceptCourseCertainty
S/N SUBJECT SLIDES
1. Context 03 - 11
2. Concept 12 - 18
3. Course 19 - 34
4. Certainty 35 - 39
Content
1. Context
The Influencer
The Brand
The Audience
Communication Using Traditional Media
Marketing communication
message was designed to reach as many
people as possible.
Mass marketing campaigns not only
treated all customers as if they had the same needs and
wants, it focused on the product, not on the potential buyer.
Mass marketing a product means
stocking the same shelves across all
stores with the same product and alerting
potential customers in the same way.
The underlying assumption was that the availability and
choice of products a company offered
consumers was the principal determinant
of market success.
The Changing Media Landscape
The Internet
The invention of the computer, internet and mobile telephone has changed our world and the way we
communicate.
Setting a Basis for Interactive Communication
Today, the changing media landscape offers an opportunity to change media selections and also offers an opportunity for the co-
creation of value between businesses and their Consumers.
The Death of One Message Fits All
As the world evolves, so do the differences in demographics and
psychographics become deeper.
DIFFERENCES
However, in this era of media fragmentation, the Consumer has not
only found his/her voice but now leads the communication
trends.
DIVERSITY
Consumers now tell the brand story themselves as
opposed to the traditional way of thinking for the
Consumer - data now dominates decision.
DATA-DRIVEN
The Creation of Social Media
Social networking services started as directories of some categories such as
former classmates
It gradually created means to connect with friends through recommender systems linked to trust.
Social Media began to flourish at around March
2005 when Yahoo launched Yahoo! 360°
From MASS Media to YOU Media
With the coming of the world-wide-web the world has changed.
The Creation of a World-wide Web
In this era of media fragmentation, the power of the Consumer springs from his/her ablity to make a choice in terms of media selection as different from the old net-works which tended to box the Consumer in.
Media Fragmentation
To sway the Consumer, you must listen to the things that informs his/her choices and customise your communication platform and the content to his/her demographics and psychograpics
The Era of Mass Customisation
Why Brands Adopted Social Media?
Listen to customersPromote new
products, news, events, etc.
Position your organization as thought leaders
Build relationships with existing and
potential customers
Know what is the competition up to?
Increase brand awareness
Resolve customer service issues
Build relationships with media, bloggers,
influencers
Find out about industry trends and
issues
Communicate quickly with stakeholders
during a crisis
Reach online audiences
Obtain immediate feedback
Earned
Paid
Owned
Content as Fuel for Social Media
Website/ Brand or Corporate Blog
Word of MouthBlogger or Influencer Relations
Social Media AdsSponsored Posts
Paid• Social Media
Adverts
Earned• Testimonials
Owned• Company Web
and Blog
Shared• User generated
contents on:
• Linked-in
Identify Content Types
GossipsPhotos
Graphics
GIFs
Memes
Thought Leadership
White Papers VideosCase-StudiesCustomer TestimonialsEndorsements
Adverts Promotions
Corporate Videos Photos
Skirts
2. Concept
The Influencer
The Brand
The Audience
Comparing Commercial Marketing to Social Marketing
Kotler and Zaltman (1971) defined social marketing as:
• The design, implementation, and control of programmes calculated to influence the acceptability of social ideas
Social Marketing is about PROMOTION, with the underline effect being IMPACT
Commercial Marketing is about PRODUCT, PRICE, PLACE and PROMOTION
What is Influence Marketing
MARKETING PROGRAMME
• Influence marketing is about identifying and building relationships with individuals who have influence over a target audience of buyers.
USING INDIVIDUALS
• Influencers are likely to be buyers themselves, as well as recommenders of products or services to their own audiences, both online and off.
• Influencers may also be trusted third parties, such as bloggers, journalists, industry analysts, academics, or public figures.
Origin of Influence Marketing
• The phenomenon of marketing through influence has been around for Centuries:
In Medieval and Classical Times
• Philosophers like Plato, Aristotle influenced generations through thoughts and theories that continue to reverberate till date
Before the Advent of the Internet
• Orators, Politicians, Artist and Sports people exercised sizable influence over their fans.
The Coming of the Internet and Social Networks
• Individuals with outstanding stories, who share interesting experiences are able to attract people to their virtual space thereby creating a huge platform
How Influencers Fit into Marketing?
Public Relations
Reach out to journalists, bloggers or industry
analysts to help generate awareness and
develop stories or content around a product or service
Digital Marketing
Create blogger programmes or
campaigns, utilizing bloggers for content
creation, endorsements, to host contests or
promotions, or to amplify marketing
messages
Advertising
Feature celebrities, bloggers or
prominent product advocates in advertising
Community Management
Curate content based on topics of interest
to influencers
The Pyramid of Influence
• Given the Trust drought in today’s world, Brands are increasingly turning to new sources of influence.
Content Creators,Writers & Celebrities
Professional Influencers
Power MiddleInfluencers
Super Fans
Fans & Followers
Semi-pro content creators
Content bloggers/enthusiasts who expect to be paid
Social Publishers
Enthusiasts looking for content and non-cash social currency
Super fans & Commentators
Brand advocates seeking brand perks and recognition
The Coming of Centres of Influence on Social Media
Giving Power to OrdinaryPeople….
3. Course
The Influencer
The Brand
The Audience
What is Influencer Marketing
A Hybrid of Concepts
A cross between Celebrity endorsement
and the use of Individuals who have
sizeable and sustained following online
Use of Social Networks
This influential individuals assume
influence because they stick to certain areas of interest which draw the
attention of their audiences again and
again.
Tap into a Web of Influencers and Followers
Brands, causes and governments tap into these webs of influence to market
ideas, products, brands, initiatives and policies
The Secret of Social Media Influence
People do not follow you because of who you are, People follow you because of who they are
It is not about the Influencer, it is about the followers.
Thanks Praise Generosity
Why Influence as a Platform for Marketing?
Corroboration
• The need to have a trusted person corroborate a brand story
Connection
• The need to bond with people using individuals they trust as point of reference
Community
• The need to create close affinity
Building an Influencer Marketing Programme
Court Relevant Influencers
Major or Micro aligned to Target Audience
Maintain relationships
Create Campaigns
Monitor and track
Achieving the Influencer Marketing Goal
Identify Influencers
Collect Information
Build Relationship
Do the Outreach
Managing the Influencer Marketing Process
Expound
• The categories of Influence that suits your purpose
Enable
• The right kind of platforms and Social Tools
Explore
• Identify the Influencers, the Topics and the Segments
Empower
• Social activities and conversations
Evaluate
• Measure and optimize outcomes
5 E’s
Expound
POLITICS POP CULTURE LIFESTYLE PURPOSE
MUSIC
SPORTS
NIGHT OUT
DOMESTIC DIVA
HUMAN POTENTIAL
TECHNOLOGY MOVIES
GOSSIP
Get to know the Influencer and what the Influencer cares about
Get to know what the Influencers feels about
your brand or your industry
Follow and Engage with the Influencer on Twitter,
Instagram or Facebook
Contact the Influencer informally via social
media or through e-mail
Always personalize your message instead of mass messaging to your target
influencers
Stay in touch to vouch for consistency of
influencer on selected interest
Make friends, be polite, humble and professional
Building relationship with influencers:
Expound
Enable
ID:Brandwatch + Social Selling + Social Chorus
Engage:People’s Lab
Live Tracking:Storystream
Measure:Social Hive IndexConversations
ENGAGEMENT
TRACKING
IDENTIFICATION
Explore
Communities
Audiences
• Where are we best suited?
• Like Minded Individuals
• Interactivity
• What Engagement works best?
• Where are our targets?
• What conversations Interest them?
• Who do they follow?
Fresh ideas and new ways of thinking about the world
Fun, games, laughter, music, comedy and sports
Freebies, gratification and gifts.
The event, the incidents and the details.
Feedback, Praise, Love and Emotional cushion
TRENDS ENTERTAINMENT REWARDS
SUPPORT GOSSIP /NEWS
Empower
Orchestrate the Process working with the selected Influencers by agree a story or an Engagement Format based on the Reality of the Target Audience
Understanding theses 5 things which Online Audience Tap into:
Select The Activities You Will Be Focusing On
Identify Relevant Influencer(s)
Focus on Topics the nfluencers in which the brand islacking but the influencer is strong in
Take advantage of opportunities:
Company Event / Conference
Sponsorships
Competition / Hashtag Campaign
Lifestyle or real life issues aligned to the Brand
Empower
EXAMPLE
We are focusing on influencers that have authority in <sports> and <running>, with high amplification potential on <Twitter/Instragram> and audience demographics that fit our target audience.
Relate your activities to set goals
Evaluate
2018 Goal for 2019
No. of Influencers we are in touch with
<50> <150>
Earned Mentions by Influencers
<225> <750>
New Influencers Activation Rate
<37%> <60%>
Earned Impressions by Influencers
<25,000,000> <650,000,000>
Evaluate
Determine Effectiveness
Validate Achievement
of Goals
Find out what is working and
what is not
Reinforce or change strategy
Measure Return on
Investment
Social Analytic tracking and reporting through the use of news tools such as Social Baker, Follow The Hashtag
Real time analytic tracking for various
campaigns
Analyzing social conversation and
engagement for brands
Develop reports based on engagement,
conversation and reach online for clients
Social Analytics and Campaign Tracking
4. Certainty
The Influencer
The Brand
The Audience
The New Reality
Being a Celebrity Does not Automatically Make you an Influencer
Things that count for
Social Media Influence
Context
Relevance of thought
Ability to generate
conversation
Trust
UnscriptedRelatableUncensored Believable
Measuring Influence
Personal
How well known is the influencer in person.
• Celebrities feature here
Contextual
How relevant or salient is the topic the influencer discusses
• People who are subject matter experts feature here
The Power of Social Media Influencers
Thank You