Influencer Marketing: The Better Practice Guide
Transcript of Influencer Marketing: The Better Practice Guide
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THE AVERAGE PERSON IS SERVED OVER 1700 BANNER ADS PER MONTH. DO YOU REMEMBER ANY?Source: ComScore
MARKETING HAS CHANGED
YOUR AVERAGE CLICK THROUGH RATE IS .1%
LET’S FACE IT, THE MODEL IS BROKEN
1st ever banner ad
but have you?
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INFLUENCER MARKETING
Generates 2x the sales of paid advertising
Can increase brand market share by as much as 10%
SALES MARKET SHARE RECOMMENDATIONSWORD-OF-MOUTH
Results in recommenda-tions up to 50x more likely to trigger a purchase
Generates 3x more “word-of-mouth” messages
Source: McKinsey
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is here to help
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INFLUENCER MARKETING
“In�uencer marketing is the practice of marketing to those who have in�uence over your target market.
This market in�uence typically stems from an individual's popularity, expertise or reputation.”
de�nition
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INFLUENCER MARKETING
in 6 easy steps
IDENTIFYyour company’s key in�uencers.
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MAPto understand your community.
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LISTENto tailor yourengagement.
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ENGAGEwith excellentcontent.
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MEASUREyour ROI and performance.
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SCALE�your programto in�uence more.
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�IDENTIFY
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�IDENTIFY
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� Remember, in�uence is contextual and don’t mistake popularity for in�uence
Focus on the depth and credibility of their networks
Be sure to look at the in�uencer persona (e.g. blogger, analyst, mum etc) and their a�nities
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MAP
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MAP
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Network maps are a great way of visualising and understanding a community of in�uencers
See the connections between stakeholders, and how far their in�uence reaches
Illustrate the social landscape of your brand
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�LISTEN
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�LISTEN
Listen to what your in�uencers have to say to make sure you tailor your messaging
Understand who your most in�uential audiences are and what they’re focussed on
Identify new engagement opportunities and stay abreast of the latest developments
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�ENGAGE
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Align your content strategy with your in�uencer engage-ment strategy
De�ne your outreach channels and the frequency of communication ahead of time
Ensure your engagement is personal, in�uencer marketing is all about building relationships
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�ENGAGE
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�MEASURE
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De�ne one clear outcome and up to three KPIs to measure the success
Forget about social scores, look for more mature data to prove that your in�uencing works
Focus on engagement rather than potential impressions
�MEASURE
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SCALE
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Use content to build interest rapidly among your in�uencer communities
Find new in�uencers but be sure to maintain and amplify existing relationships
Automate tracking and the surfacing of engagement opportunities, to create an always-on program
SCALE
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For more great tips on how to build sustainable in�uencer marketing
campaigns, head over to www.onalytica.com/blog
We also build software that helps
you run and scale your in�uencer
programs.
REQUEST A FREE DEMO TODAY
We have executed over 200 successful in�uencer programs for
Microsoft, Coca Cola, Sony and many others.
Forget ine�ective advertising and
start building long lasting in�uence.