marketing to your influencers

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Marketing to Your Influencers Auren Hoffman

Post on 12-Sep-2014

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A quick guide on how to find and engage your most influential and important customers

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Page 1: Marketing to your influencers

Marketing to Your Influencers

Auren Hoffman

Page 2: Marketing to your influencers

Agenda

• Identifying Influencers

• Engaging Influencers

• Finding More Influencers

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Page 3: Marketing to your influencers

Conventional Wisdom

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HighPast

Spending

Good Treatment

and Satisfaction

High Future

Spending

“Total Customer Value” depends on individual spend

Page 4: Marketing to your influencers

Influencers…

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Customers with lots of friends and

impact

VIP Treatment,

Special Promotions

W.O.M. and many more customers

Have high “Total Referral Value”

Page 5: Marketing to your influencers

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Two Types of Influencers

Page 6: Marketing to your influencers

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Levels of Influence

Depend on friendships…

Page 7: Marketing to your influencers

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Levels of Influence

social persuasion…

Page 8: Marketing to your influencers

Did You Know?

% of buyers who rely on WOM for purchases:

Dining and restaurants

67%Computers and software

38%Travel and vacation

22%

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Page 9: Marketing to your influencers

Identifying Influencers

How do you find them?

1. “Share Me” email campaigns – coupon redemptions, clicks

2. Referral awards and programs

3. Reactions to online posts/updates –referral stats from bit.ly links

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Page 10: Marketing to your influencers

Identifying Influencers

How do you find them?

4. Klout scores on Twitter

5. High friend counts – free queries on Rapleaf API trial

6. Building an “Influencer” Score – points for clicks, coupon codes redeemed, etc

…now what?

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Page 11: Marketing to your influencers

Engaging Influencers

1. Give away free samples and trials

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Page 12: Marketing to your influencers

Engaging Influencers

2. Offer invite-only promotions and access to special events (and invite friends)

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Page 13: Marketing to your influencers

Engaging Influencers

3. Build a referral program

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Page 14: Marketing to your influencers

Engaging Influencers

4. Ask for feedback (and listen)

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Page 15: Marketing to your influencers

Engaging Influencers

5. Setup customer service (and other) flags

Actor Kevin Smith, kicked off of plane for being overweight, shared his experience with 1.6 million Twitter followers

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Page 16: Marketing to your influencers

Engaging Influencers

6. Surprise them

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Page 17: Marketing to your influencers

Engaging Influencers

7. Establish a brand advocate program

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Page 18: Marketing to your influencers

Engaging Influencers

8. Have executives, management call them

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Page 19: Marketing to your influencers

Finding More Influencers

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• Reach out to happy customers

• Engage people who are already influential

• Find people who are passionate about similar things

Page 20: Marketing to your influencers

Influencer marketing is not a short cut.

• Make every customer happy

• Surpass expectations

• Be creative

• Impress them

• Give them things to talk about

• Measure results

• Stay humble

Finally…

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Page 21: Marketing to your influencers

Rapleaf

667 Mission St, FL 4

San Francisco, CA 94105

www.rapleaf.com

415-886-7270

[email protected]

Twitter: @rapleaf

Questions?

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