Whether its PR, Corp Comms, Content Marketing or otherwise, chances are you're already running an Influencer Program. However, while influencing activity is becoming increasingly critical to businesses, traditional programs are difficult to scale, and it's hard to demonstrate their value - here are some tips to get some real results out of your Influencer Program, and boost your Influencer Marketing strategy.

1. HOW TO
BUILD AN
INFLUENCER
PROGRAM
(THAT GETS RESULTS)

2. There’s been a lot of talk
about influencer programs
lately.

3. Chances are, you’re already
running one of your own...

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something else.
an

5. So if it
ain’t
broke...
why
fix it ?

6. ...because traditional
influencer progr
am
s
lack
ru c
s t ture

7. ...because
traditional
influencer
programs
are hard to
scale

8. BECAUSE
IT’S
HARD
?
TO
MEAS
RE URE
SU
objectives LTS
against corporate

9. So, now that more and more
consumer decisions are
influenced by, er,
nfluencers...

10. ...having a well- iled
influencer program is
pretty damn important*
!
*how about boosting your brand
awareness by up to 900% for starters?

11. So, here are a few steps
to help you build an
influencer program that gets
results...

12. 1. Set your targets

13. What do you want to achieve?
Increased market share? A different
brand profile?
?

14. Set clear objectives for your
influencer program, and align them
to the wider objectives of your
company.
YOUR INFLUENCER PROGRAM
YOUR COMPANY

15. Make sure these objectives are
also aligned with your key metrics
(so you know you’re on the right
track)

16. 2. Identify your influencers
(the right ones).
7’00”
5’6”
4’00”

17. Barack Obama is
an influential guy,
but probably
won’t wax lyrical
about your B2B
SaaS solution,
even if you
ask nicely.

18. !
However, there are plenty of
influential people who will...

19. and that’s not something that
can be measured with a
social media ‘score’...

20. Someone who
is big in fashion
may be less hot
when it comes
to cloud
computing...

21. So target people who have
topical influence in areas
dear to your heart*
*don’t know who they are? We
can help you with that.
talktous@onalytica.com

22. 3. Define influencer
engagement stages

23. In some influencer programs,
influencers are assigned to you or
your colleagues, and that’s it.
STOP

24. s can work
e thi t too
LABLE
Whil rea lly no
jus t fin e, it’s
SCA

25. Instead, move influencers
through engagement stages in a
steady stream

26. From unmanaged
(a pool of identified influencers
you’re not currently engaging with)

27. To managed
(the group of influencers you are
actively engaging with)

28. To “program managed”
(where you can engage at scale
with a bigger group of influencers)

29. Hint - measuring your targets
against each one of these stages
also lets you understand the value
of your influencing activity among
your managed influencers.

30. 4. Get your online listening
solution in place
011011010110

31. You’re going to need an online
tracking solution that can measure
the objectives of your influencer
program...

32. ...as well as surface
“moments-of-influence” and
“topics-of-influence”
WHAT THE HELL ARE THOSE?

33. Moments-of-influence are those
times when you can make a big
impression on an influencer.
Topics-of-influence are the topics
growing in importance amongst
your influencers.

34. Knowing these lets influencers
know you’re relevant and worth
engaging with, and allows you to
measure the value of your program.
$

36. Do your thing. We can’t tell you how
to go about your engagement, but
we do have some pointers:

37. Engage with influencers
one at a time.
+

38. 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

39. Choose the right tool for the
job.

40. 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.

41. Influence regularly.

42. Create a schedule to ensure you
touch base with your influencers
regularly.

43. Record your influencing
activities

44. 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.

45. 6. Evaluate*
*AKA the part where
you impress your boss

46. If you’ve followed the steps so far,
you should be able to demonstrate
the ROI of your influencer program.

47. 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

48. So get influencing.
(and thanks for your time!)

49. Want to know even more about
influencer programs? Download our
white paper here...

50. www.onalytica.com
talktous@onalytica.com
@onalytica