identifying and activating social media influencers in 7 simple steps

1

IDENTIFYING AND ACTIVATING

SOCIAL MEDIA INFLUENCERS IN

7 SIMPLE STEPS

2

TODAY’S PANELISTS

Chris NewtonVP of Business Development

@csnew10

Eileen BernardoMarcom Manager/Social Strategist

@eileenrene

eileen@viralheat.com

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

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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

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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

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IT’S ALL ABOUT TRUST

%

of people trust brand messaging on

social networks

%

of people trust recommendations

from friends

Source: Nielsen Report

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Buyers Don’t Trust MarketingIT’S ALL ABOUT TRUST

Source: Nielsen Report

#2 most trusted forms of

advertisement

Personal recommendations

& word-of-mouth

.

8

SET CLEAR

PROGRAM

OBJECTIVES

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SET THE OBJECTIVE

• Brand awareness

• Product promotion

• Event attendance

• Referrals & sales

• Thought leadership

• Relationship building

• Brand loyalty

What are you trying to accomplish?

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Buyers Don’t Trust MarketingYOU CAN GET THERE

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BRAINSTORM

RELEVANT

TOPICS

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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?

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Buyers Don’t Trust MarketingCONVERSATION IS KEY

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DISCOVER

THE

INFLUENCERS

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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

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Buyers Don’t Trust MarketingWHO LOVES YA, BABY?

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INVITE

THEM TO

ENGAGE

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ENGAGING YOUR INFLUENCERS

• Have a conversation

• Develop a relationship

• Propose a partnership

You’ve discovered your influencers… now what?

• Give sneak peaks/beta access

• Build brand loyalty

• Say thank you

Remember:

Don’t be creepy - stay on the same platform

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Buyers Don’t Trust MarketingCONVERSATION IS KEY

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INFLUENCERS

ADVOCATES

• Broad reach

• Domain knowledge

• Influential opinions

• Genuine fan

• Direct experience

• Long-term relationship

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Buyers Don’t Trust MarketingTURNING INFLUENCERS INTO ADVOCATES

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DELIVER

TRUE

VALUE

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BUSINESS VALUE

• High Quality

• On Time

• On Budget

• Open Communication

• No Scary Surprises

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PERSONAL VALUE

• Education

• Networking

• Recognition

25Source: Demand Metric

29%33%

17%

52%

57%

44%

0%

10%

20%

30%

40%

50%

60%

Customer satisfactionprogram

Customer referral program Renewal campaigns

No/Low Revenue

Moderate/High Revenue

CUSTOMER MARKETING & REVENUE

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OFFER

CHANCES TO

ADVOCATE

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Advocates Do it All

Referrals Product reviews

Content

distribution

References

Social

promotion

Media

interviews

User

groups

Product

surveys

Customer

Advisory

Boards

Analyst

briefings

WHAT CAN YOUR ADVOCATES DO?

2828

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MOTIVATE

AND

RECOGNIZE

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PART OF THE TEAM

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MEASURABLE IMPACT

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RECOGNITION

33

REFINE

AND

REPEAT

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ENGAGEMENT BUILDS MOMENTUM

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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

QUESTIONS?

Chris NewtonVP of Business Development

@csnew10

Eileen BernardoMarcom Manager/Social Strategist

@eileenrene

eileen@viralheat.com

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WANT TO LEARN MORE?

www.viralheat.com

www.viralheat.com/blog