Building an effective Influencer Marketing Strategy

1. www.augure.com | Blog. blog.augure.com | : @augureRepMgmt
Webinar
Building an effective
Influencer Marketing Strategy
April 8, 2014
@augureRepMgmt
#InfluenceMarketing

2. 2www.augure.comPresentation Title
Kim Celestre
of Forrester research serves Marketing
Leaders. Her analysis on social trends,
challenges, and best practices helps
marketers create social strategies and
tactics that deliver value to their prospects
and customers.
Michael Jaïs
Co-founder and CEO of Augure. He previously
worked for Accenture, Thomson Multimedia and
founded the startup Leonard’s Logic
successfully sold to Hummingbird in 1999. He
holds a Master degree in Economics and
Finance from Science Po Paris, where he is
currently giving lectures in a Master of Digital
Marketing.

3. 3www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer
engagement
2- The 3 main challenges of Influencer
Marketing… and some tips to overtake
them
3- Questions & Answers
25’.
25’.
10’

4. 4www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer
engagement
2- The 3 main challenges of Influencer
Marketing… and some tips to overtake
them
3- Questions & Answers
25’.
25’.
10’

5. 5www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer
engagement
2- The 3 main challenges of Influencer
Marketing… and some tips to overtake
them
3- Questions & Answers
25’.
25’.
10’

6. 6www.augure.comPresentation Title
Focus groups with PR and marketing practitioners,
Influencers, …

7. 7www.augure.comPresentation Title
The 3 Main Challenges of Influencer Marketing
(according to the Influencer Marketing status report 2014*)
61%
IDENTIFY
their
influencers
56%
BUILD
RELATONSHIP with
their influencers
44%
MEASURE
the outcome of their
Influencer Marketing
programs
* Survey conducted with 650 Marketing and PR practitioners in January 2014

8. www.augure.com | Blog. blog.augure.com | : @augureFR
Identify your influencers…
and get to know them before
you engage!
1st challenge

9. 9www.augure.comPresentation Title
Who are they?

10. 10www.augure.comPresentation Title
Influence?
Popularity High Klout Score
Some common mistakes
or
=

11. 11www.augure.comPresentation Title
Reach vs Affinity

12. 12www.augure.comPresentation Title
Identify key Influencers on your topics
Use keyword searches on your
brand, competitors, products,
events or trending subjects
Get contextual results ranked
according to AIR influence
algorithm

13. 13www.augure.comPresentation Title
Start from the influencer you know
and find those who write on the
same topics
Identify influencers according to their affinity

14. 14www.augure.comPresentation Title
Get to know them
What are his topics of
interests?
How did he build his digital
influence on your topics?
What are his relevant articles
and posts related to your
topic?
On which channels can
you engage with him?

15. 15www.augure.comPresentation Title
Stay connected
Keep in touch with your
influencers daily updates

16. www.augure.com | Blog. blog.augure.com | : @augureFR
Build a long-term
relationship with your
influencers
from awareness to collaboration
2nd challenge

17. 17www.augure.comPresentation Title
What do influencers really value from brands?

18. 18www.augure.comPresentation Title
Start by sharing your contents…
Track what works… and what
doesn’t
Share your stories on every
channel

19. 19www.augure.comPresentation Title
Share experiences
Organize events, webinars…
Let them test your product

20. 20www.augure.comPresentation Title
Build sustainable relationships
Build an history of your relationship,
and see how her level of engagement
with your brand is improving

21. www.augure.com | Blog. blog.augure.com | : @augureFR
Measure your results
and leverage the business value
of your influencers
3rd challenge

22. 22www.augure.comPresentation Title
Reach
Keep in touch with your
influencers daily updates

23. 23www.augure.comPresentation Title
Resonance

24. 24www.augure.comPresentation Title
Analyze your influencer’s lifecycle
Identified /
Targeted
Engaged
Active
Business Value / ROI ($)
Which influencer fit into
my strategy?
What level of engagement
does the influencer have
with my brand?
How does the influencer
respond?
What is influencers’
contribution to the
business?
• Exposure
• Share of Voice
• Echo
On a
given
topic
• Visit company website
• Download a content
• Attend an event
• Request a loan
• ….
• Mentions my brands /
products in his blog posts,
tweets, …
• Backlinks to the company
website, blog, social
accounts…
• # sales leads generated from his refferals
• Amount ($) of won opportunities

25. 25www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer
engagement
2- The 3 main challenges of Influencer
Marketing… and some tips to overtake
them
3- Questions & Answers
25’.
25’.
10’

26. AUGURE SPAIN
C/ Orense 25 28020 Madrid- www.augure.com
www.augure.com
blog.augure.com
@augurespain
Thank you!