2. From a PR perspective,
Influencer Marketing is
the shift in recognising
there are new ways to
reach your audience or
publics. Traditionally that
used to be high net
worth individuals or
journalists. Now it can be
anyone with their own
network or media.
Stephen Waddington
@wadds
3. ‘Influence equals action’.
It’s knowing there’s
individuals that come in
all different shapes and
sizes, everyone from
your own customers to
bloggers, twitter
personalities, analysts
and experts who are
able to move the needle
for you.
Deirdre Breakenridge
@dbreakenridge
4. Within any community
on the web there will be
1 to 3 per cent of people
creating the content, up
to 20 per cent involved in
the conversation around
that and the remainder
simply consume the
media.
Stephen Waddington
@wadds
5. The first thing to consider in
any influencer marketing
campaign is understanding
why your organisation
exists, what it's trying to
achieve, and what it stands
for. Absent this, and you've
yet to influence yourselves
appropriately let alone
others.
Philip Sheldrake
@Sheldrake
6. If brand lift or awareness is the
desired outcome, recruiting
individuals who are popular, or
have earned affinity or
goodwill, will do the job. If the
result is to entice voting in a
particular direction or
attempting to establish
thought leadership,
individuals who possess
authority or
trustworthiness become
instrumental in steering
potential outcomes.
Brian Solis
@briansolis
8. If you’re looking for
greater exposure and
awareness you’re going
to look for the folks
who have the biggest
networks, those people
who when they speak
others will tend to
amplify.
Deirdre Breakenridge
@dbreakenridge
9. There are influencers in
every community around
every topic. I haven’t yet
come across a vertical or a
topic that isn’t the case.
Whether you’re selling a
high fashion good, a car or
anything in between
firstly you need to find
where these communities
are and identify the
people that influence
them.
Stephen Waddington
@wadds
10. What is the audience
you’re targeting? If the
answer is ‘I just want to go
viral’ that’s no good. You
must know what you want
and define a strategic
objective to achieve it.
Once you’ve defined the
objective for your brand,
you need to decide what
your influencers will get
out of it.
Nicolas Chabot
@nicochabs
12. Influencer marketing relies
on content and on
engagement. So it naturally
works well for industries
that generate a lot of
content and has a lot of
engagement, like fashion.
It’s easy in those industries.
The brands that face a
challenge with influencer
marketing are the ones that
struggle to connect with
their customers.
Nicolas Chabot
@nicochabs
13. If you're in business,
you're in the business of
influence. Period. Saying
that, influencer
marketing technologies
and services are typically
applied in situations
where there are very
many individuals to
interact with.
Philip Sheldrake
@Sheldrake
14. Influencer marketing
previously depended
largely on the power
of blogs. But visual
media platforms are
giving rise to a new
generation of
influencers. YouTube
is a particularly
powerful platform,
especially with people
are searching for so
much educational
content. Kimberlee Morrison
@KymleeIsAwesome
16. Before reaching out to
anyone, develop a list of
pros and cons for each
authority based on their
work or activity to date
to qualify a core set of
individuals who are likely
to become part of a pilot
campaign.
The individuals you
choose should offer a
notable balance of reach,
reputation, relevance,
and resonance. Brian Solis
@briansolis
17. Once we identify our
influencers and we figure
out and what they’re
about, the next
questions to ask are
‘What do they like to do?
What would make their
lives easier?’ Just
knowing what your
influencers like to do and
how they like to share
that’s going to shape
your program in a much
better way.
Deirdre Breakenridge
@dbreakenridge
18. When I’m developing an
Influencer Marketing
campaign I tend to look at
all different types of
influencers in the space
and include a mix of the
the ones who like to
participate in webinars,
take part speaking
opportunities or accept
content for their site. If
you truly understand your
influencers it is easier to
engage with them. Deirdre Breakenridge
@dbreakenridge
20. Measurement is an action
– intentional, purposive,
subjectively meaningful.
Sensing is behavioural –
automatic and reflexive.
Don't measure what you
can, but rather what you
should ... those things
relating to the outcomes
that are important to
your business success.
Philip Sheldrake
@Sheldrake
21. Everything you’re sharing
should in someway link
back to a landing page.
Your best bet is to always
have something clickable
so you can use Google
Analytics to see where
the traffic comes from
and who is driving it.
Deirdre Breakenridge
@dbreakenridge
22. Aligning your brand with
people who have notable
scores is one thing.
Aligning with connected
consumers to accomplish
something specific
delivers measurable
results.
Brian Solis
@briansolis
24. What we are finding
with some of our most
advanced clients is that
their influencer
marketing practice is
relevant to every other
area of marketing;
performance marketing,
social media, corporate
communications,
product comms and even
customer relationship
management.
Nicolas Charbot
@nicochabs
25. There’s a whole class of
tools emerging around CRM,
to help manage how you
build relationships with not
just influencers but
members of a community
and how you do that to
scale. We’ve got to make
the connection between the
relationships brands have
with customers on social
networks and traditional
data systems.
Stephen Waddington
@wadds
