The Influencer Ecosystem

12 September 2019

CORPORATE PARTNERS:

The Financial Services Forum

#FSFEvents

@TheFSForum - @Onalytica - @sabguthrie

Kindly hosted by:

Jack Morel-PauloOnalytica

CORPORATE PARTNERS:

The Financial Services Forum

#FSFEvents

@TheFSForum - @Onalytica

Kindly hosted by:

The Ingredients of an

Influencer Program

Connecting brands and influencer communities to create inspiring content

Jack Morel-PauloHead of Influencer Marketing Strategy

jack.morel-paulo@onalytica.com

@morelpaulo

What do I need to put in?

Objectives Tactics Activation

What marketing or comms

objectives are you trying to

drive by working with

influencers?

What campaign activities will

you collaborate with

influencers on?

How will you engage

influencers to collaborate

with you?

What do I need to put in?

Tactics Activation

What campaign activities will

you collaborate with

influencers on?

How will you engage

influencers to collaborate

with you?

Objectives

What marketing or comms

objectives are you trying to

drive by working with

influencers?

Pick your main objective in line with desired business outcomes

BRAND AWARENESS &

PERCEPTION

Gain visibility with your target

audience through influencers

EMPLOYEE ADVOCACY

Market your brand through

your employees

ACCOUNT BASED MARKETING

Target your Key Accounts by

combining Social Selling &

Influencer Marketing

DEMAND GEN

Drive new business by

collaborating with the right

influencers

EVENT IMPACT

Give your event major

amplification on social media

ISSUE REPUTATION

Work with influencers to

manage your brand

reputation

7

Finding your Influencer Community

STEP 1

Research topics that resonate with

your market

influencers and target audience

STEP 2

Identify relevant influencers to

co-create and

share your content once published

STEP 3

Build relationships with influencers

interacting with

relevant content on their channels

STEP 4

Publish content and outreach to

target influencers

STEP 5

Measure performance

of content with

target influencers and wider influencer

community

Influencer Identification

7.6M posts on

Wealth

Management

Feb 2018-Feb 2019

Finding your Influencer Community

Quantitative Qualitative

Do they post on relevant topics?

How frequently?

What engagement do they get on

relevant posts?

Do they engage with other

influential people?

Do they look like a good fit for your

brand?

Are they a good fit for the

campaign you have in mind for

them?

Do they have credibility with the

target audience for your

campaign?

What do I need to put in?

Objectives Activation

What marketing or comms

objectives are you trying to

drive by working with

influencers?

How will you engage

influencers to collaborate

with you?

Tactics

What campaign activities will

you collaborate with

influencers on?

Influencer Activation & Content Format Ideas

Industry roundup blog post

Video Influencer Interviews

Influencer Videos with Senior Exec / SME

Interactive eBook

Employee Posts featuring Influencers

Influencer LinkedIn Posts & Tweets

Influencer Podcast

Influencer Panel at Event

Influencer Twitter Chat

Influencer Tweetup at Event

Influencer Research Report

Plan Engagement Tactics around Existing Opportunities

Onalytica Tip:Ensure you start influencer outreach 4-6 Weeks ahead of the planned event or content launch

Month 1 Month 2 Month 3 Month 4

Events & Content Event Launch Blog Previewing Event Major Brand Event Event Follow-Up

Engagement

Tactics

• Influencer Recognition Blog Post

• Influencer Content Co-

Creation

• Twitter Chat Previewing

Event

• Influencer Panel

• Influencer Video

Interviews

• Round Up Blog Post

from event ft. Influencers

KPIs

• Influencer Relationships

Built

• Impressions on Event

Launch Content

• Engagement on Content

• Event Sign-Ups Driven

• Engagement on

Influencer Posts at Panel

• Engagement on

Influencer Video

Interviews

What do I need to put in?

Objectives Tactics

What marketing or comms

objectives are you trying to

drive by working with

influencers?

What campaign activities will

you collaborate with

influencers on?

Activation

How will you engage

influencers to collaborate

with you?

14

Influencer Program Roles & Responsibilities

Influencer

Program Manager

Topic Research

for Influencer ID

Best Practice,

Guidance &

Training

Oversees

Program

Structure

Industry/Geo

Marketing & Comms

Provides

Content/Event

Opportunities for Influencers

Influencer

Engagement on

Social

Relationship

Manager

Sends Outreach

Message

Role

Responsibilities

& Activities

Measurement &

Reporting

Relationship Manager Objectives

30 Influencer

Relationships

1 Relationship

Manager5 Influencer

Advocates

Time Investment

in always-on

engagement =

20 mins/day

Influencers with

awareness of your

brand & ready to be approached for

an opportunity

1) Follow your assigned influencers on Twitter and LinkedIn

2) Like, comment and share your assigned influencers’ content that

resonates with your business / personal values & priorities

3) Setup email notifications for when influencers post about your brand &

key topics

4) Start conversation with influencers around events you might be

attending or opinions on the innovation / challenges in the market

5) Share brand & industry content with influencers once you have built a

relationship

6) Invite influencers to your upcoming events

7) Ask influencers to contribute to your personal content

8) Always-on social interactions – weekly touchpoints

Brand-Influencer Social Interactions

Questions?

academy@onalytica.com@morel_paulo

Jack Morel-Paulo

Head of Influencer Strategy

Connecting brands and influencer communities to create inspiring content

Scott Guthrie

CORPORATE PARTNERS:

The Financial Services Forum

#FSFEvents

@TheFSForum - @sabguthrie

Kindly hosted by:

Scott Guthrie

sabguthrie.info

@sabguthrie

agendaWhat we are going to cover

What’s the alternative?

The media landscape has fractured. The marketing landscape has

splintered in response. Financial Services brands need to adapt in

order to stay relevant.1

Go where your audience is

Understanding who your audience is, where they ‘hang out’ and what

you want them to do.2

Creating meaningful content

The importance of a relevant, authentic,

credible voice3

58

43

61

50

60

62

61

58

55

x3Consumers three times as

likely to follow an influencer

on social media than to

follow a brand directly,

indicating the ability of

influencers to better reach

consumers.

74%

74% of people who follow

influencers go on to tell four

people on average about brands,

products and services they have

seen an influencer promote

Target 17- to 19-year-olds, who make

up only 1.5% of UK licence holders

but are responsible for 12% of fatal

and serious crashes

relevance, credibility and

authenticity

Scott Guthrie

sabguthrie.info

@sabguthrie

Upcoming The Financial Services Forum Events

CORPORATE PARTNERS:

• Is your Brand getting you the Talent you Deserve? – 17 September

• Improving the Pensions Journey for Women – 24 September

• Fintech – Building Global Brands – 26 September

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