Rise of the social influencer
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Transcript of Rise of the social influencer
Social Media Week 2015
karthi24k
karthi24k
In.linkedin.com/in/kumarkarthik
kprabala9
karthi24k
• Who is an influencer?
• Attributes
• How do you find them?
• What should an influencer do?
• Examples and case studies
• Measurement
AGENDA
the ability to get others to take action.
- Joe Fernandez
CEO, Klout
INFLUENCE
CELEBRITY
MARKETING
MOMMY BLOGGERS
SOCIAL INFLUENCER
• Expert
• vlogger
• Micro blogger
• Employee
• Consumers
NOT JUST BLOGGERS!
People want
to engage
with people
• Passionate about something
• Are knowledgeable about the same
• Followers trust them
• Can influence their followers
• Publish content that users can relate to
• Strong social following
ATTRIBUTES OF AN
INFLUENCER
Reach
Credibility
Salesmanship
• Awareness
• Actions
• Results
WHAT DO
INFLUENCERS DO?
Social Networks Influence 74% of
Consumers’ Buying Decisions
(Source: SproutSocial)
Influence = Audience Reach x Brand Affinity x Strength of Relationship with Followers
- Kyle Wong
DEFINE YOUR
INFLUENCER
• Relevance • Audience • Engagement • Search Rankings • Klout
Popularity ≠
Influence
• Manual Search
• Klout score
• Influencer identifying platforms
HOW DO YOU FIND
THESE “SOCIAL
INFLUENCERS”?
WHAT SHOULD
INFLUENCERS CARE
ABOUT?
• Product Fit
• Product Familiarity
• Brand Values
• Work Involved
• Compensation
• Audience feedback
CASE STUDIES
• Professional Surfer
• For Ferragamo
• #Eleganzais
• $$$
SALVATORE FERRAGAMO
#MyKaiPoCheDream If not getting@mercedesbenzind for a weekend, How about dreaming for a @audiin for a week. No dreams shud come small,right? (@tinucherian)
KAI PO CHE
CLUB MED –
MISS MALINI
• Widened reach
• Avg. of over 3 minutes on the website
• Increase in number of inquiries
• What drove traffic
• How many new followers
• How many subscriptions
• How many enquiries
• Conversion tracking
RETURN ON INFLUENCE
• Influencer marketing as a dedicated marketing module
• Streamlined processes to reach out to influencers
• Uniformity in expectations of similar influencers
• Advertisements targeting influencers
MOVING
FORWARD…