Influencers aren’t always followers. Particularly if you have an ‘unhealthy’ community with more followers interested in winning your latest competition than your brand. So, in order to engage the best of the Twitter population, it’s important to develop a strategy to reach out to those inside and outside of your community who have the most potential for your brand.

1. Capitalising on
contextual influence
Part 4 of “The 3rd Age of Social” eBook
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2. Influence
Identification
Weather
Prediction
Marketers are taking social influence seriously
150 years ago weather
predictions were met with
scepticism…
…now we use them every
day.
Similarly, while influence scoring was previously met with scepticism,
a study by Sensei Marketing revealed that:
ü 74% of brands will deploy “influence marketing strategies” as part of
their marketing strategy over the next 12 months.
ü >50% of marketers now allocate budget specifically for “influence
marketing” strategies, rather than just social media more generally.
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3. The key is to understand influence in the specific context that is
relevant to your brand
A Twitter user may have
millions of followers but:
a) will they actually talk to
you?
Example
Barack Obama
Justin Bieber
British Cheese
Board
b) are they actually
influential within the
context of your brand?
The key is to target users
in the ‘magic middle’ who
are not exactly ‘celebrities’
but whose
opinion is
respected
in your
field.
Your follower base is like an iceberg –
the middle is the interesting part!
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4. How can influencers help?
Traditional advertising
transition
Influence marketing
• Well understood by marketers
• Established tracking &
measuring frameworks
• In most cases proven ROI
• Highly trusted
• Network effects give chance of
massive amplification
• Relationships, not transactions
• Impossible to have 1:1
relationships with everyone
• Not trusted
• Consumer fatigue - “tune out”
• Diminishing ROIs
• Hard to get right (till now)
• Not well understood
by marketers
y
ers sa
onsum media
(yet)
c
d
% of
e
92
of
t earn
y trus ther forms
the
all o
n)
above sing (Nielse
ti
a d ve r
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5. Why Influence in Context?
For the relationship to be fruitful, you have to consider the
following contextual questions about your influencers:
Are they the right fit?
What sort of relationship
should you build?
Early
Adopters /
Potential
Reviewers
The influencer must
be contextually
interested in and
receptive to your
advances
Their followers
need to be
likely to be
interested too
Their followers
need to respect
their authority in
the context your
brand is
interested in
EACH
RELATIONSHIP IS
DIFFERENT
Experts
with
Respected
Opinions
Big
Players in
Connecte
d Fields
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6. What about Segmentation?
The death of segmentation is increasingly
being heralded by marketers and executives,
including IBM’s CEO Ginni Rometty.
“The shift is to go from the
segment to the individual. It
spells the death of the average
customer. Take the data and do
things like real-time pricing, you’re
going to do omnichannel…”
- Ginni Rometty, IBM CEO
A new framework
Where the classic segmentations using broad
demographics , transactional data and market
research are failing, the wealth of data from social
media can in fact be understood to be creating a
deeper, more nuanced framework of segmentation.
What’s it got to do with influence?
Strategically targeting influencers is a quick and
efficient way to infiltrate this massive proliferation of
unique segments and reach individuals on a
personal level.
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7. Contact us
www.peerindex.com | @peerindex | +44 (0) 333 577 7337
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