Webinar: Power of Influence
Post on 21-Jan-2015
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THE POWER OF INFLUENCE TAKE THE LUCK OUT OF WORD OF MOUTH
TRADITIONAL MARKETING ISN’T AN EFFECTIVE WAY TO REACH CONSUMERS
PEOPLE ARE TIRED OF
ADVERTISING THEY WANT A DIFFERENT RELATIONSHIP WITH
BRANDS ORGANIZATIONS HAVE EMBRACED
SOCIAL MEDIA
BRANDS ARE INCREASING THEIR SOCIAL MEDIA BUDGETS
2011 $1.8 Billion
2016 $5 Billion
Social Media Management Technology
Agency Fees for Social Media
Integrated Campaigns on Social Networks
INFLUENCERS MATTER TO YOUR BUSINESS
90% of consumers trust peer
recommendations. Only 33% trust ads.
90% of marketers have said Earned Media will have a significant
impact on their strategy by 2014.
74% of consumers rely on social
media to inform their purchasing decisions.
31% of consumers say that their decision to buy something
was influenced by something they read in a blog
56% of consumers that use social
media to interact with businesses feel a stronger
connection to that business
50% of consumers are more likely to buy a product from a company they can
contact via social media
BUT MANY OF THEM ARE DOING IT WRONG
“United Breaks Guitars” Dave Carroll (feat. Sons of Maxwell)
“I alerted three employees who showed complete indifference towards me.”
• Posted July 6, 2009 • 5 million views in the first month
INFLUENCER MARKETING ISN’T JUST ABOUT CREATIVITY. IT’S A SCIENCE.
$
€
£
BRINGING TOGETHER
ALL DEPARTMENTS
IN THE ENTERPRISE
PR
MARKET RESEARCH
MARKETING
CUSTOMER SUPPORT
CUSTOMER EXPERIENCE
TOP MGMT
SOCIAL MARKETERS MUST START TO SPEAK CEO LANGUAGE
WHAT IS INFLUENCER MARKETING?
Influencer marketing means focusing your efforts on key individuals online, to: • Grow your audience • Drive positive buzz • Boost revenue • Hit KPIs
Influencer Marketing KPI: How much does your audience grow per influencer over measured periods of time?
“Influencers are people with significant networks (followers, readers, etc.) who can speak to a broad range of products and services with the ability to sway opinions in their favor.”
-Jess Estrada, Digital Strategist & Blogger
INFLUENCERS CAN HELP YOU ACHIEVE REAL BUSINESS OBJECTIVES
INFLUENCER MANAGEMENT
YOUR BRAND
INFLUENCER
AUDIENCE
SHARES & REFERRALS
BRAND BUZZ & PURCHASES
REVENUE PRODUCTS & SERVICES
BRINGING SOCIAL TO THE BUSINESS MEANS TARGETING INFLUENCERS
INFLUENCER à Influential For You
SEGMENT YOUR AUDIENCE
DETRACTORS
TARGETED AUDIENCE
FANS
\ LEADS
CUSTOMERS
INCENTIVIZE INFLUENCERS TO
DO MORE FOR YOUR BRAND
Female, 18-‐25 Has a dog
Loves Nissan
Incen:ves Deals Rewards
BRAND OUTREACH
AND BUILDING A TEAM THAT GETS RESULTS INCENTIVIZE
YOUR SOCIAL TEAM TO ACHIEVE
RESULTS – AS IF THEY WERE
A SALES TEAM
Streamline Your Efforts by keeping track of conversation histories between your team and customers
Scale Engagement across your business and get the right information to the right people at the right time
Auto-Route Content to each department in your organization to optimize response time and efficiency
Identify Top Influencers and generate targeted awareness around your brand
Expand Your Social Reach by building connections with the right individuals and communities for your brand advocacy programs
Drive Revenue by finding and engaging with new prospects for lead generation through social channels
TRACK RESULTS
KPI #1 SOCIAL REPUTATION SCORE
15k 8k
Positive mentions (p)
Neutral mentions (e)
Negative mentions (n)
90k
KPI #2 CONVERSION RATE
30 Million
Targeted Audience
45k
Purchases
KPI #3 AMPLIFICATION
=
INFLUENCER CUSTOMERS
4M ACTIVE ON SOCIAL MEDIA
8M TARGETED AUDIENCE
ADVOCATES
UNHAPPY CUSTOMERS
FAMOUS BLOGGERS
WOMEN LIVING IN PARIS OR LONDON, AGED 20 TO 40 YEARS OLD
CASE STUDY
LAUNCH OF A NEW EYE-LINER
8M TARGETED AUDIENCE
1,000 INFLUENCERS
Conversion Rate = 0.01%
CASE STUDY
LAUNCH OF A NEW EYE-LINER
WOMEN LIVING IN PARIS OR LONDON, AGED 20 TO 40 YEARS OLD
8M TARGETED AUDIENCE
1,000 INFLUENCERS
Amplification x500
500k BUYERS INFLUENCED BY SOCIAL MEDIA
CASE STUDY
LAUNCH OF A NEW EYE-LINER
WOMEN LIVING IN PARIS OR LONDON, AGED 20 TO 40 YEARS OLD
CASE STUDY
LAUNCH OF A NEW EYE-LINER
Increased Sales by 25% vs regular
Ad Campaign
Campaign with Influencer Marke:ng program
Sales
Time
Regular Campaign
KEY TAKEAWAYS
! MAKE INFLUENCER MARKETING A PROCESS: CONVERT AND AMPLIFY
! REPORT TANGIBLE RESULTS THAT CAN SPEAK TO A CEO
! CONNECT THE ONLINE AND THE OFFLINE WORLD TO BUILD FULLY INTEGRATED SOCIAL INTELLIGENCE PROGRAMS
@SYNTHESIO SYNTHESIO.COM
CLIENT STORIES OUR BLOG OUR RESEARCH
NEXT STEPS…
SOCIAL INTELLIGENCE. BUSINESS RESULTS.
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