Post on 09-May-2015
description
HOW TOBUILD AN
(THAT GETS RESULTS)
INFLUENCERPROGRAM
There’s been a lot of talk about influencer programs lately.
Chances are, you’re already running one of your own...
co
rp
co
mms
investor relations
analyst rel
ations...though you
probably call itsomething else.
PR<influencer_marketing>
PublicAffairs
So if it ain’t
broke...why fix it?
...because traditional influencer
lackstruc
ture
programs
...becausetraditional
influencer programs
are hard to scale
? against corporateobjectives
BEC
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SEIT
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DTO M
EASU
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RESU
LTS
So, now that more and moreconsumer decisions areinfluenced by, er,
nfluencers...
...having a well- iled influencer program is pretty damn important*
!*how about boosting your brandawareness by up to 900% for starters?
So, here are a few stepsto help you build an
influencer program that gets results...
1. Set your targets
What do you want to achieve? Increased market share? A different
brand profile?
?
Set clear objectives for your influencer program, and align them
to the wider objectives of your company.
YOUR INFLUENCER PROGRAM
YOUR COMPANY
Make sure these objectives are also aligned with your key metrics (so you know you’re on the right
track)
2. Identify your influencers(the right ones).
4’00”
5’6”
7’00”
Barack Obama is an influential guy, but probably won’t wax lyrical about your B2BSaaS solution,even if youask nicely.
However, there are plenty of influential people who will...
!
and that’s not something thatcan be measured with a social media ‘score’...
Someone who is big in fashion may be less hotwhen it comes to cloudcomputing...
So target people who havetopical influence in areasdear to your heart*
*don’t know who they are? We can help you with that.talktous@onalytica.com
3. Define influencer engagement stages
STOP
In some influencer programs, influencers are assigned to you or
your colleagues, and that’s it.
While this can work
just fine, it’s really not too
SCALABLE
Instead, move influencers through engagement stages in a steady stream
From unmanaged(a pool of identified influencers you’re not currently engaging with)
To managed(the group of influencers you are actively engaging with)
To “program managed”(where you can engage at scalewith a bigger group of influencers)
Hint - measuring your targets against each one of these stages also lets you understand the value of your influencing activity among your managed influencers.
4. Get your online listeningsolution in place
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You’re going to need an online tracking solution that can measure the objectives of your influencer program...
...as well as surface “moments-of-influence” and “topics-of-influence”
WHAT THE HELL ARE THOSE?
Topics-of-influence are the topics growing in importance amongst your influencers.
Moments-of-influence are those times when you can make a big impression on an influencer.
Knowing these lets influencers know you’re relevant and worth engaging with, and allows you to measure the value of your program.
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Do your thing. We can’t tell you how to go about your engagement, but we do have some pointers:
Engage with influencersone at a time.
+
Remember - this is a relationship, so keep it personal. Sending out an email with 100 other people BCC’ed is not personal*
SEND *and it will show in your results
Choose the right tool for thejob.
Meeting for dinner may be a more e ective influencing activity than, say, a tweet, but always try and match the activity to the moment.
Influence regularly.
Create a schedule to ensure you touch base with your influencers regularly.
Record your influencingactivities
It’s not fun and it’s not sexy, but registering your influencing acts allows you to understand and measure how e ective they are.
6. Evaluate*
*AKA the part where you impress your boss
If you’ve followed the steps so far, you should be able to demonstrate the ROI of your influencer program.
And with automation you’ll be able to influence more and get an even bigger return out of your program*
*imagine if there was an app that could do all of this for you? talktous@onalytica.com
(and thanks for your time!)
So get influencing.
Want to know even more about influencer programs? Download our white paper here...