pubcon 2016: leveraging influencers for user acquisition
TRANSCRIPT
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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
