Humanize Your Brand with Influencer Marketing from the Inside Out In this session, we will cover the newest phase of Influencer Marketing and Development, which is how to empower your employee advocates and convert them to influencers. This will empower you to work with all business Influencers with a new set of lenses and tools. After this session, you’ll be able to: • Take the first steps on the journey to Employee Influencer Marketing • Easy steps to get management and employees on board • 5 key elements to measure success that management will love This session is for digital marketers and brand managers who have several years of experience in Social Media or Digital Marketing and want to understand how to increase engagement and gain new brand attention with Employee Influencer Marketing.

1. From the Inside Out
Humanizing Your Brand with Influencer Marketing
@GetSocialJack @DeanDeLisle

2. Dean DeLisle
• Founder and CEO of Forward Progress, Inc.
• Creator of Social Jack™ - Influencer Development System
• Trained and Coached over 120,000 in Influencer Development
• Influencer Marketing and Development, Social Selling, Personal
Branding, Online Event Marketing & Production, eLearning, Lead
Generation & Conversion, Social Networking, Digital Marketing
• Host of Webcast/Podcast “Influence Factory”
• Third Degree Black Belt
• Best Known “From the Street to the Board Room”
• Family, Friends, Community Theater, Music, Entertaining..

4. Why?
Client: 175 Employee Advocates – 5 Teams
Score: C Players - 137
B Players - 32
A Players – 6
Impressions/Clicks - Increased 400%
Savings in Social Media Advertising - $75,000
Brand Damage - Unknown

5. Influencer Marketing

6. What is Influencer Marketing?
Influencer Marketing is a very simple notion: a brand using the Influence of an
individual to increase awareness or sales of its products.
Most common examples: celebrity endorsements or sports sponsorship; campaigns
that take place offline, via traditional media. Facebook is the most influential social
channel: 19% of consumer purchase decisions are influenced by Facebook posts.
Source: Brandwatch.com

7. The Real Goal
The goal of influencer marketing is to raise awareness
about your brand in an authentic and relatable format.
Finding the right influencer depends on your brands
focus and the objective you’re hoping to achieve
through an influencer campaign.
Source: Maddie Davis is co-founder of Enlightened Digital

8. The Benefits
• Brand Awareness – Introducing your brand and products to a new
audience.
• Education – Educating a large mass of consumers at once.
• SEO Authority – Getting popular sites to link to you for a huge boost in
search ranking.
• Social Following – Increasing social following with the support of social
media influencers.
• Damage Control – Reducing negative opinions and building trust in the
audience.
• User-Generated Content (UGC) – Raising awareness by encouraging
users to share your content socially.
• Trust – Developing better brand confidence with user-generated content.
• Sales – Bringing in more sales and quality leads through endorsements and
customer reviews.
Source: Shane Barker

9. Influencer Stats
Source: Tribegroup.co

10. Four Types of Influencers
Sources: Social Media Today, ifluenz, Forbes, Media Post
• Mega
• Macro
• Micro
• Nano

11. What is a Business Influencer?
Influencing is a necessary skill for anyone in business,
whether a person is a manager or a salesperson. The ability
to bring others to your way of thinking without force or
coercion is important in business. Influencing others is a
transferable skill business persons take with them from job
to job in the business world.
Managers want to convince employees to work hard, and
salesmen need to convince clients their product is the best
purchase choice.
Source: CRON NEWS

12. What is Employee Advocacy?
It is the promotion of your company by the people who work for it.
People advocate for their employers on social media all the time. A
Facebook post like, “Just had a great catered lunch at work.
Thanks, [Employer!]” counts as employee advocacy. So does
sharing the latest post from the company blog on your LinkedIn
feed.
This informal, everyday sharing isn’t what has the marketing world
excited, however. Employee advocacy as a marketing tactic is a
strategic, sustainable program to encourage employees to share
brand values and messages in an organic way.
Source: LINKEDIN

13. Step 1 - Goals
Get Real with the Numbers!
• Identify your target audience
• Select a platform(s)
• Set your budget
• Current business objectives
• Establish Key Performance
Indicators (KPIs).
Tie to what
Management
is Measuring
for Success

14. Key Performance Indicators:
• Audience reach
• Impressions
• Views (platform dependent)
• Engagement Rate (ER)
• Click-Through Rate (CTR)
• Increase in followers (GAIN)
• Signups (Leads)
• Sales = $$

15. Step 2 - Brand Influencer Team Champions
• Internal Trusted Advisors
• Executive – knows the business mission
• Sales – Knows the objectives for new business
• Account Execs – Knows the current customers
• Customer Service – Knows what needs fixing
• Operations – Knows what makes the business tick
• Others?
Social
Teaming

16. Brand Influencer Team Champions
• Internal Trusted Employees
• Business –knows what your business
• Brand – knows and is a champion of the brand
• Digital – knows your digital business strategy
overall
• Social – knows your social channels
• Analytics – knows the numbers and metrics online
and offline
• Financial – knows the goals and numbers of the
business

17. Lots of
Micro
Influencers,
Millennials,
Gen Z
Business
Professionals
YouTube
All Ages
– Many
Young
Mix of
Families
and
Business
Social Media Channels
Least Likely
in Business

18. Identifying the Right Advocate/Influencer for Your Brand
• Do Your Research! This person is representing your brand
• Check out all their Social Media platforms (and Google)
• Discuss topics that could undermine the value of your products
or services
• Ensure they are polite, articulate, write well-researched posts
• Don’t base decisions solely on followers or willingness.

19. Influencer Checklist – Questions to Ask
• What are your goals?
• Are you already a fan of the brand?
• What kind of content do you love to produce or share?
• Are you working with any other similar brands or plan to?
(Competitors?)
• What is your policy on ”takeovers” for accounts?
• What is the approval policy for the content you create?

20. Influencer Quick Score Worksheet

21. Choosing an Influencer
• Score them
• Do a hashtag search to find out who is already posting about your brand or
trend (attach to influencer to attach to trend)
• Do keyword research
• Use a listening and tracking tool like GaggleAMP (great tagging/grouping)
• Ask others for recommendations – use your network
• Ask the Influencer to show any positive past results (references) they have
for similar work. This helps you both see their success and be sure that they
are able to communicate.
• Have an agreement – update Code of Conduct/Social Media policy!

22. Structured Training
Segment Benefactor
• Goals Mutual
• Target Audience Brand
• Brand Identity Brand
• Personal Branding Influencer
• Brand Alignment Mutual
• Social Teaming Mutual
• Content Basics Mutual
• Engagement Mutual
• Measure Success Mutual
• Advance to Team Lead! Influencer
It’s a journey of
mutuality – make
sure the
Employees feel
the WIFM

23. Benefits for
Employees Brand
Personal Branding Humanized Brand
Thought Leadership Thought Leadership
Career Advancement Social Team Culture
Powerful Network Recruiting Engine (SR)
Increased Skills Social Team Leaders
More Income Increased Market Share

24. Next Steps
Humanize
Your
Brand
Identify Goals and
KPI’s
Tie them to the Goals of
the Brand
Identify Your
Internal Team
Remember all areas
Management and
Employees
Train them for
success
Remember Mutuality
and Benefits
Launch and Track
Success
Share with Management
Share with Employees
Request worksheets @ SocialJack.com

26. Connect WITH us!