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Understanding and Applying Influencer
Marketing Methods
We’ll begin shortly…
Who’s presenting?

Jason Keath

Jim Tobin

Founder, President
Social Fresh
@JasonKeath

Founder, President
Ignite Social Media
@jtobin

#igniteim
Details
•
•
•
•

Jim & Jason will lead Q&A at the end of the call.
Tag your tweets with #igniteim.
We’re recording the show.
We’ll send an email follow up to everyone.

#igniteim
Download the White Paper
http://bit.ly/influencer-marketing
Unless it is 1983 and you’re
Nike, your influencer marketing
strategy probably needs some
work.
We’ll share 5
influencer marketing
models, but first a
primer…
People

Content

Influencer Marketing
Influencer Marketing Examples

NC BBQ Fanatics

Apple fanboys

Kickstarter supporters
Influence: the ability to drive action in another person
Celebrities
Bieber

More
Reach

Publishers

Fans

Blogger

Vendor

More
Influence

Friends

Customer

Coworker

Girlfriend/Wife

Mom
Influencers
_________

Celebrities

Influencer
Sweet
Spot
_________

Publishers

Fans

Blogger

Vendor

Friends

Customer
Influencers
_________
Influencer
Sweet
Spot
_________

Influencers

Advocates

Blogger

Vendor
Customer
You Need to Know Why People Share
Message
Involvement
~21%

Other
Involvement
~21%

Product
Involvement
33%

SelfInvolvement
24%
Ernest Dichter
1907-1991
Three
Effective
Influencer
Strategies
1.) The Home Run
“If only we could get
featured by _________.”
Fill in the blank with the most popular site,
blogger, or influencer in your business. That’s
the home run.
Samsung Picture Yourself

#igniteim
1.) The Home Run
Home runs sites want:

•
•
•
•

To break the story.
To have exclusive access.
To provide 100% relevant content.
To get lots of traffic to sell more ads.

#igniteim
A Note About Celebrities…

#igniteim
2.) Second-Tier
Bloggers
Bloggers want four things:

Content, Credibility, Back
links, & Traffic
…and (increasingly) money. OK – so
bloggers want 5 things.
Radisson 50/50/50 Campaign

#igniteim
Jeep Jamboree Campaign

#igniteim
2.) Second-Tier Bloggers
•

Approach each target with a well-packaged,
personalized pitch.

•

The best campaigns create a win-win for the
blogger and the brand.

•

Don’t shortcut by sending press releases or
spray-and-pray emails
#igniteim
3.) A Thousand
Bites At the Apple
Tobin’s Law:
The size of the brand’s network is
always smaller than the size of its
network’s network
Jeep Arctic Yeti Dig

#igniteim
Jeep Arctic Yeti Dig

#igniteim
3.) A Thousand Bites at the Apple
• Only 16% of fans see Facebook page posts.

• Activating friends of fans is the fastest and
surest way to drive revenue through social.
• Build successful campaigns with shareable
content and incentives to share.
#igniteim
Not-So-Effective
Influencer
Strategies
4.) Buying Posts
4.) Buying Posts
4.) Buying Posts
• It is tempting to pay bloggers to write about
your product…but it doesn’t work.
• Purchased content doesn’t have
credibility, generates no traffic, and ranks
poorly.
• FTC requires disclosure for purchased
content…which defeats the purpose.
#igniteim
5.) Mailing the List
5.) Mailing the List
5.) Mailing the List
• It is tempting to build or buy a PR list and
blast a press release…but it doesn’t work.
• This approach is terrible because you’re
sending spam and the content isn’t targeted.
• Instead, build the list and approach each
person with an individual appeal.
#igniteim
In Summary
Everybody’s an Influencer

Coworker

Vendor

Mom

Blogger

Girlfriend/Wife
#igniteim

Bieber

Customer
Three Effective Strategies
1. The Home Run
2. Second-Tier Bloggers
3. A Thousand Bites at the Apple

#igniteim
Thanks for attending!
Tweet your questions
@ignitesma
We’ll email you the slides, the whitepaper,
and the presentation recording.

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Understanding and Applying Influencer Marketing Methods

Notas del editor

  1. Higher res photos of Jim and Jason
  2. Influencer marketing is partly about advocates, a person who loves your brand, product or service and lets others know about it without prompting, incentives, or recognition.These advocates interact with brand’s in the real world and the virtual world, and promote brands through their actions both on and offline.Most advocacy is about product or service experience, creating a higher bar for businesses to create amazing products/service
  3. A few examples: 1. Apple users who wait in line for hours to acquire the latest device and then advocate by extolling its virtues to their friends.2. North Carolina residents passionately engage in an age-old Eastern- versus Western-style barbecue debate, advocating on behalf of their favorite BBQ joint.3. Runaway success Kickstarter campaigns achieve momentum by way of advocates supporting and recommending projects to their networks online.
  4. Advocacy is the first part of the marketing equation; influence is the other. If someone advocates a product, service or idea, but doesn’t have the credibility or authority to influence your opinion, then it is unlikely that their words will change your actions.Four levels of influence: Celebrities, publishers, fans, friendsThe people closest to you are going to be the ones that have the most influence. Conversely, those furthest from you (celebrities) are going to be able to reach more people, but have less direct influence.
  5. The influencer sweet spot is in the range of publishers and fans, where the reach and influence are about equal.In terms of Influencer Marketing this really turns out to look more like this … [next slide]
  6. Those who you have less of a personal relationship with are influencers.Those who are closer to you are advocates.
  7. Ernest Dichter’s research revealed the secrets to unlocking the advocacy marketing opportunity.From his research we find there are four reasons why a person communicates about a brand, product, or service:1. 33% of the cases of the study found that the product experience was so useful, delightful, etc. that they had to share it.2. 24% of the cases showed that the advocate sought to share their knowledge or opinion in order to gain attention, show expertise, illustrate inside information, or confirm opinion.3. In Approximately 21% of the cases, data showed that the advocate wanted to reach out and help or express neighborliness, caring, or friendship 4. In approximately 21% of the cases, advocates found the brand message humorous or informative and thought it warranted sharing.Worried about customers spreading negative sentiments?Research found that 66% of online mentions “were mostly positive.” If someone is talking about your brand, it’s probably a good thing.Only 8% were mostly negativeAverage online review is 4.3 – indicating most customers aren’t looking to complain
  8. break into three slides What is it, visual illustration, things-to-know
  9. break into three slides What is it, visual illustration, things-to-know
  10. Ashton Kutcher / Body Shop case.Research from scientists at Northwestern University indicates that popular Twitter celebrities have no influence online. Researchers sifted through the tens of millions of Tweets and concluded that most “influential” users on Twitter aren’t celebrities but actually people with much lower profiles who are experts in their own fields.5 Moreover, consumers are sophisticated enough to discern paid celebrity endorsements from genuine celebrity advocacy. The best case for “celebrity” influencer marketing is often the “micro-celebrity”. While it might be tempting to have a high-profile starlet or musician to endorse your products or brands, the ideal spokesperson is often a thought leader or influencer with high visibility and high credibility in your target market segment.
  11. break into three slides What is it, visual illustration, things-to-know
  12. break into three slides What is it, visual illustration, things-to-know
  13. break into three slides What is it, visual illustration, things-to-know
  14. Too many marketers use social assets as broadcast channelsInstead, they should use social assets to activate their followers to reach their friends
  15. Two Popular But not-so-effective Influencer Strategies
  16. break into three slides What is it, visual illustration, things-to-know
  17. break into three slides What is it, visual illustration, things-to-know
  18. Everyone has some level of influence, whether it be a celebrities reach, or the influence of those closest to you.
  19. The most effective ways to leverage those influences are from these three methods we discussed