Identifying and Activating Social Media Influencers in 7 Simple Steps
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Learn to identify and activate your social media influencers and advocates in this session, hosted by Eileen Bernardo of Viralheat and Chris Newton of Influitive.
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Identifying and Activating Social Media Influencers in 7 Simple Steps
- 1. 1 IDENTIFYING AND ACTIVATING SOCIAL MEDIA INFLUENCERS IN 7 SIMPLE STEPS
- 2. 2 TODAY’S PANELISTS Chris Newton VP of Business Development @csnew10 Eileen Bernardo Marcom Manager/Social Strategist @eileenrene eileen@viralheat.com
- 3. 3 HOUSEKEEPING • Q&A panel on your right • Recording for those who couldn’t make it • All attendees will receive slides • Twitter hashtags #advocatemktg #influencers
- 4. 4 WHAT WE’LL COVER • Why social media influencers matter • How to identify social media influencers • How to activate influencers as brand advocates • Best practices to keeping advocates engaged
- 5. 5 WHY SOCIAL MEDIA MATTERS Percent of 74% of people rely on social networks to guide a purchase decision Column1 75% say info found on social channels influences shopping behavior & enhances brand loyalty
- 6. 6 IT’S ALL ABOUT TRUST % of people trust brand messaging on social networks % of people trust recommendations from friends Source: Nielsen Report
- 7. 7 Buyers Don’t Trust Marketing IT’S ALL ABOUT TRUST Source: Nielsen Report #2 most trusted forms of advertisement Personal recommendations & word-of-mouth .
- 8. 8 SET CLEAR PROGRAM OBJECTIVES
- 9. 9 SET THE OBJECTIVE What are you trying to accomplish? • Brand awareness • Product promotion • Event attendance • Referrals & sales • Thought leadership • Relationship building • Brand loyalty
- 10. 10 Buyers Don’t Trust Marketing YOU CAN GET THERE
- 11. 11 BRAINSTORM RELEVANT TOPICS
- 12. 12 DETERMINE THE CONVERSATION • Who do you want to talk to? • What do you want to talk about? • Where will these conversations happen? • When is the ideal time to engage? • Why is this topic important? • How will I find relevant individuals?
- 13. 13 Buyers Don’t Trust Marketing CONVERSATION IS KEY
- 14. 14 DISCOVER THE INFLUENCERS
- 15. 15 IDENTIFYING YOUR INFLUENCERS • Influencers - Individuals whose opinions others trust and whose feedback can help another make or break a decision. • Impact influencers - individuals with the largest following and biggest potential impact • Volume influencers - individuals who mention your brand or product • Identifying your social media influencers – Manual search – SMMS tool
- 16. 16 Buyers Don’t Trust Marketing WHO LOVES YA, BABY?
- 17. 17 INVITE THEM TO ENGAGE
- 18. 18 ENGAGING YOUR INFLUENCERS You’ve discovered your influencers… now what? • Have a conversation • Develop a relationship • Propose a partnership • Give sneak peaks/beta access • Build brand loyalty • Say thank you Remember: Don’t be creepy - stay on the same platform
- 19. 19 Buyers Don’t Trust Marketing CONVERSATION IS KEY
- 20. 20 INFLUENCERS ADVOCATES • Broad reach • Domain knowledge • Influential opinions • Genuine fan • Direct experience • Long-term relationship
- 21. 21 Buyers Don’t Trust Marketing TURNING INFLUENCERS INTO ADVOCATES
- 22. 22 DELIVER TRUE VALUE
- 23. 23 BUSINESS VALUE • High Quality • On Time • On Budget • Open Communication • No Scary Surprises
- 24. 24 PERSONAL VALUE • Education • Networking • Recognition
- 25. CUSTOMER MARKETING & REVENUE Source: Demand Metric 25 29% 33% 17% 52% 57% 44% 60% 50% 40% 30% 20% 10% 0% Customer satisfaction program Customer referral program Renewal campaigns No/Low Revenue Moderate/High Revenue
- 26. 26 OFFER CHANCES TO ADVOCATE
- 27. 27 Advocates Do it All WHAT CAN YOUR ADVOCATES DO? Referrals Product reviews Content distribution References Social promotion Media interviews User groups Product surveys Customer Advisory Boards Analyst briefings
- 28. 28 28
- 29. 29 MOTIVATE AND RECOGNIZE
- 30. 30 PART OF THE TEAM
- 32. 32 RECOGNITION
- 33. 33 REFINE AND REPEAT
- 34. 34 ENGAGEMENT BUILDS MOMENTUM
- 35. 35 7 SIMPLE STEPS 1. set clear program objectives 2. brainstorm relevant topics 3. discover the influencers 4. invite them to engage 5. deliver true value 6. offer opportunities to advocate 7. motivate and recognize then, refine & repeat to maintain engagement
- 36. 36 QUESTIONS? Chris Newton VP of Business Development @csnew10 Eileen Bernardo Marcom Manager/Social Strategist @eileenrene eileen@viralheat.com
- 37. 37 WANT TO LEARN MORE? www.viralheat.com www.viralheat.com/blog
Editor's Notes
- It’s true to say that almost everyone is practicing some form of Customer Marketing. Just eight percent of the organizations that participated in our study indicated they had no Customer Marketing initiatives. The remaining 92 percent that do have some form of Customer Marketing were first asked to characterize the revenue contribution, and those results are shown in this chart. It’s a very even distribution of revenue contribution, with just over half – 53% - getting a moderate to significant revenue contribution from customer marketing.
- First, is that advocates want to feel like part of the team. They identify with your company and your products. They do not want a wall between themselves and your company, because they think of themselves as an extension of your team. Our customers have given their program an identity, and an identity for their advocates as well – just like The Leafs Nation from my hometown hockey team. They want to be consulted on everything from product design to marketing campaign ideas – feedback has drug-like effects in the brain and advocates just can’t wait to give it to you – so give them a forum.
- Second is measurable impact. Advocates want to understand the positive effects that they have on your business. When they give you a referral, they want to know that it’s in demo phase, that it closed in 45 days. When they provide you with data for a case study, they want to know how many people have read it, and have provided positive comments on it. We humans – and indeed, all organisms – are hardwired to receive feedback, so make sure that you provide it.