YOUMEN Amplify your Social Selling by Involving Influencer Marketing

Carole Lamarque . @caroberry

Amplify your Social Selling by Involving Influencer Marketing

Twitter @caroberry & @youmen_be

The Customer Obsessed Marketing Agency


Who’s Who?


YOUMEN & LINKMAN

We Sharpen Your marketing challenge, the new way.

We Share

We help your teams implement Influencer Marketing by transferring knowledge

We Commit

We are committed to your results, we strive like business owners

Building your story in a digital world Linkman is a creative and results-driven digital agency which delivers integrated campaigns. We are strong at creating content strategies and building communities

M +32 478 33 7000


YOUMEN TEAM

Client Centric Innovator

Fred Vanderheyde

Digital Content Obsessed

Philippe De Puydt

“Ut vestibulum lesuada Lorem

Ipsum m lesuada Lorem”









YOU?

Marketing Innovation Obsessed

Carole Lamarque

Join the team!

M +32 478 33 7000


WHICH DEMOGRAPHICS USE SOCIAL MEDIA


INTERESTING FACTS ABOUT AGE AND SOCIAL MEDIA

While every demographic dropped it's social media usage in December 2012, the only age demographic that increased its usage during that period was 30-49 year olds, who increased from 73 % to 77% There has consistently been higher social networking usage amongst the youngest demographic (18-29 year olds), and less usage as age increases


ADVICE

USE MONITORING TOOLS TO KNOW WHAT IS BEING SAID ONLINE


WHAT ABOUT YOUR BRAND, COMPETITORS & INDUSTRY?

What, Who, Where are people talking about?

How do I efficiently manage my audience?

How can i measure results


WHAT CAN YOU MONITOR?

Your brand, competitors, industry

Social media, news sites, blogs, forums, review sites; ...

All countries & over 160 languages monitored

WHAT SOURCES ARE MONITORED?

GLOBAL MONITORING


WHAT ARE PEOPLE TALKING ABOUT?

Discover trends, top conversations, photo's, video's

Find fans & influencers and their demographics

Charts & tables of all known social media metrics

WHO ?

MEASURE YOUR RESULTS

WHERE ? Find top & influential websites and social networks


ADVICE

SHOW YOUR CUSTOMERS INSTEAD OF YOUR PRODUCTS


MORE PRODUCTS THAN PEOPLE L


MORE PEOPLE THAN PRODUCTS J


1. CONTENT STRATEGY

2. CONTENT PLAN

3. CONTENT TEAM

4. CONTENT DISTRIBUTION

WH

AT

CONTENT FRAMEWORK

Clear vision, mission and objectives Determine themes and channels Audiences

Develop a Content Calendar: Determining the right mix, frequency, type (video, photo, text), tone of voice, externally produced versus internally generated content.

Composition of the editorial team (internal & external) and ownerships. Education on Content Marketing skills. Description of content processes & distribution schemes.

Tool set-up Editorial Meetings with stakeholders Influencer Strategy


ADVICE

MAKE A BI-WEEKLY CONTENT CALENDAR


CONTENT CALENDAR


ADVICE

ALWAYS THINK VISUAL


ADVICE ALWAYS THINK VISUAL

PHOTO'S CARRY THE GREATEST WEIGHT IN THE FACEBOOK EDGERANK ALGORITHM


AIM FOR THE VISUAL

One study found that, on Facebook, photo’s ( the “photo” post type) received more engagement than the average post.

53% MORE LIKES 104% MORE COMMENTS 104% MORE CLICK-THROUGHS


ADVICE ALWAYS END WITH A CTA: Question or action


3%

2%

1%

0%

-1%

-2%

-3%

-4%

Effec

t on

CTR

Adve

rbs

verb

s

Nou

ns

Adje

ctiv

es

USE ACTIVE WORDS More verbs, fewer nouns


66% MORE ENGAGEMENT

POSTS WITH 80 CHARACTERS OR LESS GET 66% MORE ENGAGEMENT

Among retail brands, posts with character or less get 66% more Engagement (# of likes and comments) Than posts with 81 or more characters.


FACEBOOK TESTS BUY BUTTON TO LET YOU PURCHASE STUFF WITHOUT LEAVING FACEBOOK


GET MORE FROM 140 CHARACTERS

PRODUCT CARD LEAD GEN CARD MOBILE APP CARD VINE APP

140 CHARACTERS IMAGE CARDSUMMARY CARD

PLAYER CARD

WEBSITE CARD


MEASURING TOOLS: BUFFER

Buffer helps you manage multiple social media accounts at once. Quickly schedule content from anywhere on the web, collaborate with team members, and analyze rich statistics on how your posts perform.


MEASURING TOOLS: FOLLOWERWONK

Dig deeper into Twitter analytics: Who are your followers? Where are they located? When do they tweet?


MEASURING TOOLS: VIRALWOOT

Promote your visual content, Know who is pinning from your website. Manage and grow multiple accounts.


MEASURING TOOLS: ICONOSQUARE

Get your total number of likes received, your most liked photos ever, your average number of likes and comments per photo,

your follower growth charts and more advanced analytics.


MEASURING TOOLS: GOOGLE ANALYTICS

Lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications.


MEASURING TOOLS: SUMALL

SumAll gives you the full view on what matters to you., receive in-depth reports and view comprehensive monitoring tools

and analytics for your social media and ecommerce data.


MEASURING TOOLS: QUINTLY

By using quintly, you can benchmark your own numbers against your competitors' and derive an

optimal social media strategy.


MEASURING TOOLS: CYFE

Cyfe is an all-in-one business dashboard app that helps you easily monitor all your business data from one place.


MEASURING TOOLS: TAILWIND


MEASURING TOOLS: MENTION

Start listening to what's being said on the web and social web. React quickly, collaborate, and analyze your online presence.


WHERE SHOULD YOU POST YOUR STATUS so

urce

: Tim

othy

_Hug

hes


MY TOP TWEET

Which Tweet work well for others?


SOCIAL BRO

Easily discover influencers and focus on engaging with your most relevant contacts. Don’t lose track of them!


Why do influencers

matter to you?


WHY DOES THIS MATTER TO YOU?

Word-of-mouth recommendations are the primary factor behind 20-50% of ALL purchasing decisions – McKinsey

20-50% of ALL purchasing decision +20%



73% of Millennials feel it’s their responsibility to help their friends and family makes smart purchase decisions – Fleischman-Hillard and Hearst Magazine

73% of Millennials feel it’s their responsibility decision 73%



Brand advocates are 70% more likely to be seen as a good source of information by people around them – MarketingCharts

Advocates are an excellent source of information 70%



90% of advocates write something positive about their purchase experience – McKinsey

Advocates write positive messages 90%



In the mobile-phone market, for example, the research observed that the pass-on rates for key positive and negative messages can increase a company’s market share by as much as 10% or reduce it by 20% over a two-year period, all other things being equal. – McKinsey

Negative messages can reduce market share by 20%

-20%



12% increase in brand advocacy on average generates a 2X increase in revenue – Harvard Business School Press

2x more revenue

+12%


Why are you not doing it?


Start doing it!

Only 20% of brands are using advocate and referral programs in their marketing –MarketingCharts

Only 20% do it today!

20%


Who is an influencer?


Are you an Influencer?

By working with them you're able to distribute your massage the right way, at the right time, and through them you will also access the right people

2. Who expresses a contextually relevant message

They can help your brand to build credibility by guiding you to produce content that truly meets the needs of your consumers, because they are so close to reality and people

3. That is meaningful enough

Not an organization Not Stakeholder

Management Not PR

1. It’s a Person

Research findings suggest that more than 90% of all

consumers read online reviews before they buy

4. To elicit action from others


When would you need it in your marketing plan

1 Brand Awareness How might we increase share of voice and boost positive brand mentions?

Crisis Management How might we reduce the negative impact of a communications crisis?

Product Launch How might we generate buzz and drive interest

for a new product?

Lead Generation How might we follow

prospects and generate high quality leads?

2

4 3


What’s your unfair advantage?


What’s your Unfair Advantage

Product Leadership

Build a better product, for which customers will pay a premium

Solve the client’s broader problem & share

in the benefit

Achieve the low cost position on product and service support

Customer Intimacy

Operational Excellence

Product Differentiation

Customer Responsiveness

Operational Competence


Influencer marketing model?


Influencers Selection

Potential Energy Influencers ca. 400 - Engagor & Rediant6

Energy Influencers 39 – Selected based on Engagor Figures

Energy Influencers 20 Selected based on Screening

on Social Profile

Authority on Social Media

Household Hackers


Influencer Segments

MY ONLINEAUDIENCEIS THE SIZEOF TEXAS

MY OPINION IS WORTH MORE THAN GOLDIN MY SPACE

MY NAMEIS MY EQUITY

I FORM ANDCOMMUNICATECREDIBLEINSIGHTS

MY BELIEFMAKES MEMOVE MOUNTAINS

I WROTE ATEXTBOOKON MYSUBJECT

I’M ANRESPECTEDAUTHORITYWITH AN AGENDA

I STIR THE POT ANDCREATE HEALTHYDEBATE

MY ONLINEAUDIENCEIS THE SIZEOF TEXAS

I HAVE QUICKSOLUTIONS TO EVERYDAYISSUES

I LIKE TOCONNECTDOTS ANDCREATELINKS

1. CELEBRITY

6. ACTIVIST 7. EXPERT 8. INSIDER 9. AGIATOR 10. JOURNALIST 11.HOUSEHOLD HACKERS

2. AUTHORITY 3. CONNECTOR

5. ANALYST

4. PERSONAL


Influencer Impact

REACHAUDIENCE SIZE

RESONANCEENGAGEMENT POWER

RELEVANCECONTEXTUAL FIT


A B

C DNEGATIVES ACTIVISTS

STAR INFLUENCERS INFLUENCERS

POSITIF

NEUTRAL

NEGATIV

ES

(reach, resonance, relevance)

SEN

TIM

ENT

0 1 2 3 4 5 6 7 8 9 10

IMPACT

Influencer Matrix


Influencer Passport


Influencer Deep Dive – Example

Project Manager de ma vie, Community Manager de mon chien, CEO de mon foyer. Mes tweets n'engagent que moi, sauf si j'ai bu.

Motivation:

Description:

Name : Florence Manente Influencer Type : Authority Nick Name @Flexyflow

“Madame Internet, blogueuse et maman.”

Behaviour:

High Low

Reach

High Low

Resonance

High Low

Relevance

Positive Negative

Sentiment

Yes No

Collaboration

NL FR

Language

Numbers - Twitter Followers : 5024 -  Linkedin: +500 connections -  Blog : flexyflow.be


Which content do you need? BUYAWARENESS

virals

poll

AB

contests

branded stories

games

testimonials

ç

community forums

èreviews

infographics

articles

press releases

how to

trend report

white paper

case studies

ratingseventsenews

demo videos checklist

product features

calculationswebinars

ENTERTAIN

CONVINCEE

DUCATE

INSPIRE


SUMMARY ‘HOW IT WORKS?’

40

Objective Awareness - Understanding –

Consideration - Buy

Define content & relevant influencers

Aligned Marketing timeline

Creative production & distribution

1

3

2

4


Integrated Marketing Plan


Influencer Message Framework

INSIGHTINSIGHT

TIMINGPRIORITY

INSIGHT

INSIGHT

TO

BRANDOR NOT TO

BRAND

INSIGHT

INSIGHT

PROOFPROOF

PROOF

PROOF

PROOF

PROOF

Company insights Reason to believe Logo signature


INSIGHTINSIGHT

TIMINGPRIORITY

INSIGHT

INSIGHT

TO

BRANDOR NOT TO

BRAND

INSIGHT

INSIGHT

PROOFPROOF

PROOF

PROOF

PROOF

PROOF

MESSAGES

MESSAGESMESSAGES

MESSAGES

MESSAGES

MESSAGES

CELEBRITY

ACTIVIST EXPERT INSIDER AGIATOR JOURNALIST HOUSEHOLD HACKER

AUTHORITY CONNECTOR PERSONAL ANALYST

Influencer Message Framework


Who did it before?


Het KANO-model


daily interaction interaction with or views of fan page or posts


A SUCCES STORY

The launch of Red Bull has been the most successful beverage launch of the last decade.

It´s success is due to partnering a quality product with well-thought out original communication strategy.


CANS

0

200

400

600

800

1000

1200

1400

US sales (in million units)


Brand Positioning


ONE BRAND ONE PRODUCT In order to put the entire focus on this one product, this one can, this one brand.

No diversifications. No licenscing. No brand-merchandising. No umbrella brand.

We said:


Absolute Premium Price

Red Bull´s real product benefits justified a premiumprice. It is by far the most expensive non-alcoholic drinkon the market.

Red Bull is 3 to 6 times more expensive than Coke.


Sampling

Event Marketing

Opinion Leader Marketing

Above-the-line Advertising To build up awareness and image

To support credibility of the product and The brand

To prove that the Brand is up-do-date and different

To convince consumers

COMMUNICATION CONCEPT


Event Marketing Red Bull´s event marketing also covers both areas, sports and culture, through a variety of events like

Flugtag, Creative Contest, Music Academy, Local Hero Tour and many more.

Red Bull doesn´t sponsor events, Red Bull creates,

organizes and supports new, innovative and image building events.


SAMPLING

Sampling is done by highly motivated and well educated emloyees of Red Bull and not “professional” promotion teams. Their briefing is simple: Find tired and exhausted People.They do it in a charming, non offensive way. All we give them is the product, a free range of clothes and a tiny, but very attractive sampling car


CHRISTMAS CARD FOR ZALANDO BLOGGER


GIFT BOX FOR ZALANDO BLOGGER


The Beats Youtube video's tell a story not a commercial message

BEATS STORYTELLER


BEATS STORYTELLER


IT'S ABOUT THE PEOPLE


LEARN HOW TO INCORPORATE INFLUENCERS INTO YOUR SOCIAL SELLING

STRATEGY WITH YOUMEN

GET A DEMO

Want to get more out of your social selling

M +32 478 33 7000


Thank you

YOUMEN Amplify your Social Selling by Involving Influencer Marketing

Social Media

Transcript of YOUMEN Amplify your Social Selling by Involving Influencer Marketing