Today, consumer expectation is on the rise and technologies are changing at a dizzying pace. At a time like this, we take a look at the place of influence in Social Media Marketing.

1. Social Marketing and Leveraging
Influencers
Bolaji Okusaga
Context
Concept
Course
Certainty

2. S/N SUBJECT SLIDES
1. Context 03 - 11
2. Concept 12 - 18
3. Course 19 - 34
4. Certainty 35 - 39
Content

3. 1. Context
The
Influencer
The Brand
The Audience

4. The Old Order
Communication
in the Old
Order
Undifferentiated with focus
on reach rather than appeal.
Treated all as if all had the
same needs and wants
Lineal rather than interactive
Supply rather than demand
driven

5. Changing 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.

6. 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

7. 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°

8. 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

9. Why Brands Adopted Social Media?
Listen to customers
Promote 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

10. Earned
Paid
Owned
Content as Fuel for Social Media
Website/
Brand or
Corporate Blog
Word of Mouth
Blogger or
Influencer
Relations
Social Media Ads
Sponsored Posts

11. Paid
• Social Media
Adverts
Earned
• Testimonials
Owned
• Company Web
and Blog
Shared
• User generated
contents on:
• Twitter
• Instagram
• Linked-in
• Pinterest
Identifying Content Types
Gossips
Photos
Graphics
GIFs
Memes
Thought Leadership
White Papers VideosCase-StudiesCustomer Testimonials
Endorsements
Adverts Promotions
Corporate Videos Photos
Skirts

12. 2. Concept
The
Influencer
The Brand
The Audience

13. 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 cause PROMOTION, with the underline effect being
SOCIAL IMPACT
Commercial Marketing is about PRODUCT, PRICE, PLACE and PROMOTION

14. 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.

15. 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

16. How Influencers Fit into Marketing?
Public
Relations
Reaching out to
Media Platforms –on
and offline for story
coverage
Digital
Marketing
Partnering the
Online to Social
Media universe in
search of
promotion and
partnerships.
Advertising
Use of
personalities that
define popular
culture
Community
Management
Engagement with
gate-keepers of
targeted platforms
and communities.

17. 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 Middle
Influencers
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

18. The Coming of Centres of Influence on Social Media
Giving Power
to Ordinary
People….

19. 3. Course
The
Influencer
The Brand
The Audience

20. 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

21. 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

22. 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

23. Building an Influencer Marketing Programme
Court Relevant
Influencers
Major or Micro
aligned to Target
Audience
Maintain
relationships
Create
Campaigns
Monitor and
track

24. Achieving the Influencer Marketing Goal
Identify
Influencers
Collect
Information
Build
Relationship
Do the
Outreach

25. 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

26. Expound
POLITICS POP CULTURE LIFESTYLE PURPOSE
MUSIC
SPORTS
NIGHT OUT
DOMESTIC DIVA
HUMAN POTENTIAL
TECHNOLOGYMOVIES
GOSSIP

27. 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

28. Enable
ID:
Brandwatch + Social Selling + Social
Chorus
Engage:
People’s Lab
Live Tracking:
Storystream
Measure:
Social Hive IndexConversations
ENGAGEMENT
TRACKING
IDENTIFICATION

29. 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?

30. 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:

31. Select The
Activities You
Will Be Focusing
On
Identify Relevant Influencer(s)
Focus on Topics the nfluencers in which the brand is
lacking 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

32. 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>

33. Evaluate
Determine
Effectiveness
Validate
Achievement
of Goals
Find out what
is working and
what is not
Reinforce or
change
strategy
Measure
Return on
Investment

34. 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

35. 4. Certainty
The
Influencer
The Brand
The Audience

36. The New Reality

37. 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
UnscriptedRelatable
Uncensored Believable

38. 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

39. The Power of Social Media Influencers

40. Thank You