Chapter 13: Influencer Marketing with Social Media
What is a social media influencer?
Someone who exerts his or her influence through social media
Credibility
the level of trust given by followers based on the perceived knowledge or expertise of the influencer
In order to measure the success of an influencer program, it's important to measure both quantitative and qualitative results such as?
• Was the target audience reached? If so what was the total audience reach? • Was there an increase in post engagement? • Was there an increase in website visits, inquiries or sales? • How did the brand share of voice change compared to competitors? • How many positive brand references and mentions were there on social media during the program? • How many influencers posted about the brand? • How many influencers are talking positively about the brand compared to before the program was in place?
What are some ways you can utilize influencers to interact with your brand?
• using influencers to promote a brand's content by posting their own social media channels • using influencers to share content from company social media channels • inviting influencers to be guest bloggers • inviting influencers to speak at events, streaming the speech on social media to both the influencers' and the company's followers • giving influencers free products to try in exchange for a review or mention on social media
Brands make ______ for every $1 spent on influencer marketing.
$6.50
Users with less than 1,000 followers generally received likes on their posts ____ % of the time, while users with 10 million+ followers only received likes ___ % of the time.
8%; 1.6%
What is the best type of influencer to use if a brand's goals are for a brand message to reach the largest audience possible?
A big name celebrity influencer
What is influencer marketing?
A type of marketing that focuses on using influencers to promote a brand message, product, or service to their larger market
What specific benefits will brands need to define for working with influencers?
• Financial compensation • Free products or services • Free products or services to give away to their audience • A sponsorship • Exposure to your brand's audience • Increased exposure to a broader community
What are some pros of offering financial compensation for influencers to work with the brand?
• Makes a larger impact • Delivers Results Quickly • Greater Reach by partnering with influencers with more followers
What are some examples of goals?
Brand awareness, reach, brand reputation/perception in the market, increased post engagement, increased website traffic, lead generation, lead conversion, increased sales etc.
What are some cons of offering financial compensation for influencers to work with the brand?
• No long term relationship between the brand and influencer • High costs- may not be sustainable over the long term • Can provide great results (clicks, engagements etc.), but not true customers
Why is it important that influencers engage with their followers?
Followers will mention the influencer or ask questions, so it's important that they acknowledge followers by liking, or commenting back
What can influencer marketing tools do?
Help companies discover and map the influencers that are most influential, listen to what influencers are saying, interact with and develop relationships with influencer targets and provide detailed reporting and ROI
Nano-influencers
1 to 1,000 followers; these influencers are typically among the average social media user who can use their power to influence their close knit followers like family and friends
Mega-influencers
1,000,000+ followers; these are typically celebrity influencers with a very large following; they often collaborate with brands on a paid per post basis
What are the four dimensions in which brands and influencers can offer each other mutual value?
1. Audience Value 2. Personal Influence 3. Brand Equity 4. Audience Reach
What are the benefits of influencer marketing with social media?
1. Increased Exposure 2. Brand Awareness 3. Improved Search Ranking 4. More Credibility 5. Effectively Reach a Target Market 6. New Leads 7. Conversions
What makes a good influencer?
1. Reach 2. Credibility 3. Authenticity 4. Activity 5. Engaging
Micro-influencers
10,000 to 50,000 followers; these influencers hold a smaller reach with very high levels of influencer and engagements among their followers
Influencer marketing content delivers ______ times higher ROI than traditional forms of digital marketing.
11
____ % have followed a brand directly from an influencer's post.
45
Mid-tier influencers
50,000 to 500,000 influencers; these influencers are between a micro and macro influencer and is looked upon as an industry expert in their niche category
Macro-influencers
500,000 to 1,000,000 influencers; these influencers have a very large reach and use their influencer status to generate income; they often warrant representation from a talent manager
_____% of female consumers purchased a product after seeing it recommended by an influencer.
54
_____ % of consumers are more likely to make a purchase based on a social media reference.
71
What is the 6th step to creating a social media influencer marketing strategy?
Incorporate influencer marketing into your social media strategy
What should brands consider before deciding to partner with influencers?
Influencer demographics, influencer location, and other qualities like personal values and any affiliations with competitors
What type of influencers offer the best combination of engagement and broad reach, exceeding influencers with higher followers?
Influencers in the 10k-100k follower range
What are the most popular channels for influencer marketing?
Instagram and YouTube
KPI
Key Performance Indicator
What is the best platform for B2B influencers?
What is the best type of influencer to use if a brand would like a most targeted approach and why?
Micro influencers; they are more cost-effective than a celebrity influencer and achieve similar results
What are some examples of influencer marketing tools?
Onalytica, Followerwonk, Buzzsumo, Traackr, Klout, and Hootsuite
What is the 5th step to creating a social media influencer marketing strategy?
Reach out to discuss a potential partnership
What is the 4th step to creating a social media marketing influencer marketing strategy?
Set up monitoring and listening streams so that you can track what he or she is saying, and decide how to best engage with him or her
Why must influencers stay active on social media and publish content daily or weekly to their platforms?
So that they stay fresh in their followers' minds
Why is it important to establish KPIs for each goal?
So that you are able to measure the success of the influencer marketing strategy
What is an influencer?
Someone who carries influence over others
What is reach?
The quantity of people to whom an influencer is able to deliver a message
A brand wishing to increase sales and revenue may want to measure what?
The site traffic or the number of sales that were redeemed through a coupon code provided by the influencer in the social media post
What is the 2nd step to creating a social media influencer marketing strategy?
To determine who you are trying to influence and the social media channels they interact with
What is the 1st step of creating a social media influencer marketing strategy?
To establish goals for your influencer marketing strategy; they should be tied to objectives set for your social media marketing strategies and should always tie to the goals for the business
What is the 3rd step to creating a social media influencer marketing strategy?
To try to identify and find influencers that this target market will trust; the target audience must trust and respect the opinion of the influencer for the strategy to be successful
What are influencer marketing tools?
Tools that companies use to identify influencers with engaged networks within a defined target market
What are some examples of some common influencer persona types?
Traditional, Industry Expert, Academic, Business Leader, Decision Maker, Professional, Topical Community, Brand Advocate, Political, Celebrity
What is the most effective social media channel to influence the news media?
People aged 45 and up prefer _________ as influencers.
celebrities
As an influencer's follower total rises, the rate of engagement with followers __________.
decreases
Today _________________ is the fastest growing method to attract new customers.
influencer marketing
YouTube stars demonstrate more influence over _______ when compared to mainstream household celebrities like Taylor Swift.
teenagers
Why is authenticity among influencers important?
If influencers aren't sincere, they risk alienating their audiences
What should a brand do before reaching out to an influencer?
Start engaging and interacting with a targeted influencer on social media to develop a relationship by sharing, liking, or replying to any article or blog they have written
What is the 7th step to creating a social media influencer marketing strategy?
Take a look at detailed analytics/results for engagements, impressions, followers etc that social media influencers provide to the company from their social media accounts; take a look at specific KPIs and goals set at the onset of the influencer program to measure success and/or failures
What is a common misconception about social media influencers?
That they need to have millions of followers in order to be an influencer