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BIG QUESTIONS AboutINFLUENCER MARKETING

Presented at the European Spreadfast Summit 2016

All material © Dr Jillian Ney Ltd. 2016. No unauthorised reproduction or distribution..

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Influencer marketing is like teen sex.Everyone wants to do it but nobody knows how. Then when it’s finally done, there is a surprise it’s not better.““

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Luckily, officially, influencer marketing is not like teen sex.

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Officially, influencer marketing is a form of marketing that has emerged from a variety of practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole.

https://en.wikipedia.org/wiki/Influencer_marketing

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“ It’s not about marketing to influencers, it’s about building

human connections with them. ”“ ”

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Why Should You CARE?

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BECAUSE UGC MATTERS92% OF CONSUMERS TRUST RECOMMENDATIONS FROM OTHER PEOPLE, EVEN PEOPLE THEY DON’T KNOW, OVER BRANDED CONTENT.

http://digitalintelligencetoday.com/word-of-mouth-still-most-trusted-resource-says-nielsen-implications-for-social-commerce/

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BECAUSE CONSUMERS ARE 71% MORE LIKELY TO MAKE A PURCHASE BASED ON SOCIAL MEDIA REFERRALSwww.nielsen.com

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BECAUSE THAT IS WHERE THE AUDIENCE ISTHOSE AGED 12 TO 32 SPEND 30% OF MEDIA TIME CONSUMING USER GENERATED CONTENT COMPARED TO 23% OF MEDIA TIME WATCHING TV

http://psemagazine.com/influencer-marketing/

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YOUNGER AUDIENCES TRUST SOCIAL MEDIA CELEBRITIES MORE62% WOULD TRY BAND RECOMMENDED BY A YOUTUBE CELEBRITY… JUST 49% WOULD ACT ON A HOLLWOOD STARS RECOMMENDATIONS.

http://psemagazine.com/influencer-marketing/

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THERE ARE NO INFLUENCER EXPERTS

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I exist to be the conduit between what a brand wants to

do and what their customers need them to do.

UK’S FIRST DR OF SOCIAL MEDIA AND A DIGITAL

BEHAVIOURAL SCIENTIST

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INSPIREDHUMAN CONNECTIONS.

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1xxx articles 108

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THE BASICS HOW TO THE TOOLS INFLUENCERS

MARKET SIZE CASE STUDY NEGATIVES

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THE FUTURE OF MARKETING IS INFLUENCER LED

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FOCUS ON LEVERAGING THE NETWORK OF OTHERS FOR BRAND PROMOTION

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INFLUENCER TOOLS PROVIDE A SILVER BULLET

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YOU CAN’T DO SUCCESSFUL INFLUENCER MARKETING WITH THESE ARTICLES

YOU CAN’T DO SUCCESSFUL INFLUENCER MARKETING WITH THE TOOLS ALONE

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The BIG QUESTIONS No One Wants to Answer

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WHAT IS A TOP TIER INFLUENCER?

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@DrJillianNey

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“ Don’t think numbers, think relevance, think value fit, think connection – numbers mean

nothing alone. ”“ ”

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“Don’t focus on what influencers can do for you – how can you

help them? ”“ ”

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WHAT DO WE ACTUALLY WANT TO DO WITH THE INFLUENCER?

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CELEBRITIES TRADITIONAL CELEBRITIES WHO HAVE SOCIAL

ACCOUNTS.

They tend to have a presence on most social media platforms and rush to try new ways to reach their audience.

Their networks are loosely-tied, followers want to be part of the halo effect.

Celebrities have little responsive engagement with their audiences.

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LIFESTYLE

PEOPLE FINDING INFLUENCE BECAUSE OF THEIR LIFESTYLE OR INTERESTS

They tend to have one main platform and push other social traffic back to this platform (some will have separate sites/blogs).

Motivation to follow because of area of interest or lifestyle choices.

Will have some level of engagement with their audience.

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CREATIVE

PEOPLE FINDING INFLUENCE FROM THEIR PERSPECTIVE

They tend to have one main platform and push other social traffic back to this platform (some will have separate sites/blogs).

Motivation to follow because of beauty of art, creative outlook or problem solving.

Will have some level of engagement with their audience.

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OPINION LEADERS

PEOPLE FINDING INFLUENCE BECAUSE OF THEIR VOICE

They tend to have a dedicated blog or site and drive social traffic back to the site.

Motivated to follow because of their personal opinions, career success or work they do.

Will have a level of active engagement with their audience.

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EVERYDAY INFLUENCERSTHE EVERY DAY PEOPLE (OR MICRO-

INFLUENCERS).

They will embody your target customer persona.

They tend to have strongly-tied networks, they are the connector of their group, and very active on social.

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“ Go deep into their network, how to they influence their audience,

how much creative empowerment will you give, what the end goal?”“ ”

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HOW DO WE APPROACH INFLUENCERS?

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www.whopaysinfluencers.com

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“ Don’t treat the relationship as a transaction – nurture

human connections & ensure the influencer nurtures theirs!”“ ”

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The power of EVERYDAY INFLUENCERS

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SOCIAL INTELLIGENCE PROCESS

CUSTOMER

JOURNEY MAPPING

LIFECAST & INTENT

EMOTIONAL

ANALYSIS

DEVELOP INTERVEN-

TION

DEFINE• Customer

Behaviours on Journey to SSE Venue

• Touchpoints with the SSE brand

• Touchpoints with other brands and/or partners

LIFECAST• Ways in which SSE

venues services are used by customers

INTENT• Intent to purchase• Intent to use

services• Additional requests

• Key emotions felt at each stage of the customer journey

• Develop bspoke behavioural intervention to maximise SSE partnership rights

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BESPOKE BEHAVIOURAL INTERVENTION

LISTEN

CROSS MATCH TARGET

CUSTOMER PERSONAS

ASSESS CUSTOME

R FIT

SELECT RECIPIENT

S AND ENGAGE

Listen to social media conversations around key events.

Cross match customer conversations with target customer persona characteristics

Assess customer fit based on 5 key behaviours to ensure engagement

Select most appropriate recipients and surprise via Twitter

@DrJillianNey *reproduced from Disruptive Insight

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WHAT DOES SUCCESS LOOK LIKE?

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“HALF THE MONEY I SPEND ON

ADVERTISING IS WASTED; THE

TROUBLE IS I DON’T KNOW WHICH HALF”

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HOW LONG DO THEY STICK AROUND?

DO THEY ACTIVELY ENGAGE?

DO THEY PURCHASE?

ARE THEY ATTRACTED TO YOUR BRAND?

DO THEY INTENT TO PURCHASE?

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THANK YOU www.drjillianney.com

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