pubcon 2016: leveraging influencers for user acquisition

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Leverage Influencers for User AcquisitionPresented by: Michelle LeBlanc

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Agenda• Why Influencers• Influencer Basics• Facebook Tactics and Tools

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WHY INFLUENCERS

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Why Influencers?• Reduced organic reach• Power of social search• Authentic connections & recommendations

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Why Influencers? Reduced Organic Reach

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EXPLORING INFLUENCERS AND CONTENT

BASICS

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Celebrity Endorsement

Leve

l of I

nflue

nce

Ease of Conversion

Social Celebs

Journalists/Media

Customers Super Fans

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Non-Profit B2C B2BVolunteers Super fans Employees

Staff Customers C-Suite

Board Members Bloggers Customers / Super Fans

Local Media / Journalists Social Celebs Social Celebs / Industry Leaders

Celebrity Endorsement Celebrity Endorsement Trade Journalists

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Life Changin

gHelpfulUseful

Provokes ResponseAllows InteractionRelates To GoalsEye Catching

Appropriate, Fits PlatformExpected/Desired Message

Advocating

Sharing

Participating

Reading/Viewing

LeBlancly’s Triangle of Content

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FACEBOOKTACTICS AND TOOLS

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Facebook User Behavior• 1 billion+ mobile daily active users• Video: 8 billion views / 100 million hours viewed

daily• Messenger: 800 million monthly active users• 1 million+ pieces of content shared every minute• >40% don’t like pages at all• 44% accessed news content in the past week

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Facebook Algorithm• Friends and Family Come First• Feed should inform & entertain• Connecting people with the stories they find

most meaningful• Prioritizes authentic communication

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Top Facebook Features For Influencer Programs

• Video• Live Video

– For Events– For Groups

• Photos• Timeline Contests

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Recipe For Facebook Influencer Success

User Behavio

r: Watching

Video

Influencer Action:

Contributed Video

Brand Support:• Paid

Advertising To Target Groups

• Active page management

Positive ROI• App Installs• Sales• New page fans• Website visits

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Case Study: B2B Publisher Content

• Niche industry• Highly regulated • Partnerships with

industry pubs to create variety of social + gated content

• 1200+ leads to date

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Tools

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Thank You!

MICHELLE LEBLANCSOCIAL MEDIA STRATEGIST INDUSTRIUMmleblanc@industrium.com@LeBlancly