This document provides an overview of influencer marketing best practices. It discusses identifying key influencers through mapping audits, engagement models like advocacy and broadcast models, managing relationships with multiple influencers through influencer relationship management software, optimizing content marketing strategies by partnering with influencers, and measuring success through metrics like engagement, advocacy, and return on investment. The presentation encourages attendees to translate business objectives to influencer marketing objectives and experiment with engagement models.

1. www.onalytica.com
http://content.onalytica.com/
http://community.onalytica.com/
“How To Integrate Influencer Marketing into your
Marketing Mix
- Business Case, Engagement Models and
Measuring Success”
Influencer Relationship Management
Tim Williams, CEO
@williamstim
@onalytica

2. ONALYTICA
Started in 2009, Based in London
Influencer Marketing Software
Influencer Mapping Reports
Professional Services &
Consultancy
100K+ Social Influencer
Community Michael Birch Paul Birch
Bebo Founders & Onalytica Investors

3. The Modern Buyer’s Journey – Challenge or Opportunity?
Source: Lori Wizdo, Forrester

4. This product is A-
MAZE-ing!
I’ve already made
up my mind!
67% of buying research is done online – Forrester

5. An average
person is served
1,700 banner Ads
banner Ads each
month
- Neilsen
The average
click through
rate is only 0.1%
- Neilsen
Ad blocking
grew by 40% in
the last 12
months
- Econsultancy
Advertising is not working anymore

6. INFLUENCER
MARKETING IS
PART OF THE
SOLUTION

7. “Influencer marketing is the practice of
marketing to people who influence your
target market’s buying decisions and
increase conversion rate with your target
market”

8. 6.2% of key influencers
are responsible for 80% of
influence in social media
– Forrester
KEY
INFLUENCERS
40% 80%10%MARKET
REACH
1st Degree
Network
2nd Degree
Network
3rd Degree
Network

10. USE CASES
CUSTOMER RETENTION
COMMUNITY ENGAGEMENT
LEAD NURTURINGBRAND ADVOCACY
THOUGHT LEADERSHIP LEAD GENERATION
SOCIAL SELLINGWEBSITE TRAFFIC
BRAND AWARENESS EMPLOYEE ADVOCACY

11. GENERATES 2x THE SALES OF PAID ADVERTISING
RESULTS IN RECOMMENDATIONS 3x MORE LIKELY TO TRIGGER A
PURCHASE
GENERATES 3x MORE “WORD-OF-MOUTH” MESSAGES
CAN INCREASE BRAND MARKET SHARE BY AS MUCH AS 10%
Source: McKinsey
70% OF CUSTOMERS TRUST ONLINE CUSTOMER REVIEWS
92% OF CUSTOMERS TRUST RECOMMENDATIONS FROM
OTHER PEOPLE OVER BRANDED CONTENT
Source: Nielsen
Influencer Marketing – What Return Can You Expect?

12. START BY
CARRYING OUT AN
INFLUENCER
MAPPING AUDIT

13. What does your influencer marketplace look like?
Network Maps can be built
around:
• Corporate Brand
• Product Category
• Individual Product
• Event
• Thought Leadership Topic
• Reputational Issue
• Competitors
Celebrities
Corporate Assets
Mainstream Media
Blogs
Gamers
YouTubers
Thought Leaders
Competitor Assets

14. Politicians
Mums
Aseem Malhotra - Key Influencer
Health Professional & Academic
Connected with Politicians, Mums ,
Academics & Journalists
Academics
Journalists
UK Health & Wellbeing
Community
Top 150 Engaged Social Influencers

15. Disparate
Clusters
Of
Influencers
Jamie Oliver is
engaged with
Journalists, Mumsnet,
Academics & Politicians
Sugar Tax – Where Is The
Influence Happening?

16. Understand The Best Approach To Engage Individual Influencers
Paid
Engagement?
Organic Reach?
Influence Top
Social
Connections?
Research-led
Content?

17. WHAT ARE THE
BEST INFLUENCER
ENGAGEMENT
MODELS?

18. Influencer
Marketing
PR DISCIPLINE
1-to-1 Relationship
MARKETING MODEL
1-to-MANY Activation
Technology Can Help You
Scale 1:to:1 Relationships With Multiple Influencers

19. Advocacy Model
CONTENTPR
ADVOCATE
Influencer Model
EXPERT
INFLUENCER
CONTENTPREXPERT CONTENT
PR
JOURNALIST
MARKET
Broadcast Model
TARGET AUDIENCE
MESSAGE
CONTROL
HIGH
MEDIUM
LOW
TRUSTED
MESSENGER

20. SOCIAL
SELLING
BRAND
AMBASSADOR
PR MARKETING EMPLOYEE
ADVOCACY
SMEs
TARGET
INFLUENCERS
Sales Execs
Target
Accounts
Senior
Management
Media Trained
Spokespeople
Topical Experts Employees
Tier 1
Thought Leaders
Employees’
Social
Networks
Tier 1 & 2 Social
Influencers
Tier 1
Media & Bloggers
TARGET AUDIENCE
Model Remains the Same but the SMEs &
Influencers Change

21. HOW TO
SUCCESSFULLY
MANAGE MULTIPLE
INFLUENCERS

22. NOT ANOTHER
INFLUENCER
SPREADSHEET!

23. INFLUENCE
VOLUME & ENGAGEABILITY
IRM CRM
INFLUENCERS CUSTOMERS
MANAGED BY PR MANAGED BY DIGITAL MARKETINGPAY TO PLAY MANAGED BY PRMANAGED BY BRAND
JOURNALISTS
THOUGHT LEADERS
HIGH-PROFILE BLOGGERS
YOUTUBERS / INSTAGRAMMERS
CELEBRITIES
BRAND / COMPETITOR ADVOCATES
TIER 2 BLOGGERS
TOPICAL COMMUNITIES
INFLUENTIAL CONSUMERS
Influencer Relationship Management (IRM) Is The New CRM
For Influencers

24. HOW CAN YOU USE
INFLUENCERS TO
OPTIMISE YOUR
CONTENT MARKETING
STRATEGY?

25. “94% of small businesses, 93% of
B2Bs, and 77% of B2Cs use content
marketing”
“ONLY 9% of B2B marketers
consider their content marketing
efforts to be “very effective.”
- Content Marketing Institute
“13.4% of U.S. adults online
create 80% of the content that
influences people”
- Forrester

26. STEP 1
Research topics
that resonate
with your
marketplace
Engaging
Content
Influencer
Activation
Increased Earned
Media Value
STEP 2
Identify relevant
influencers to
co-create and
share your
content
STEP 3
Build
Relationships
with influencers
before
publishing
STEP 4
Publish content
and outreach to
Tier 1
influencers
STEP 5
Measure
performance
of content
Share Your Content With Relevant Influencers

27. WHAT ARE THE BEST
MEASUREMENTS OF
SUCCESS?

28. Measurement
& KPI Framework
ACTIVITY: Volume of Social Outreach to Influencers
ENGAGEMENT: Volume of 2-way Influencer Interactions
ADVOCACY: Volume of influencer posts on brand & products
AWARENESS: Volume, Reach & Share of Voice of brand, products &
campaigns
PERCEPTION: Key Message delivery & Sentiment of brand,
products & campaigns

29. Cost of investment (COI)
• Researching influencers and setting up influencer programmes
• Providing free product samples to target influencers and end target audience
• Time / Resource on Social Media Outreach
• Content creation
• Roundtable influencer events
Return on Investment (ROI)
• Increase in Earned Media Value and Reach
• Increase in Influencer Engagement
• Improved Sentiment and Perception
• Increase in Brand / Product Advocates
• Increase in Site Traffic
• Up to 10x Brand Awareness (average 3-5 times)
Increase in purchase consideration and SALES
How to determine ROI?

30. 5 TIPS ON HOW TO RUN
INFLUENCER PROGRAMMES

31. 1) Translate Business objectives into Influencer Marketing KPIs
(Example KPIs)
Business Objective Influencer Marketing
KPI 1
Influencer Marketing
KPI 2
Increase Sales Increase engagement on
social with target accounts
Turn prospects into Brand
Advocates
Generate more leads 5% increase in social referred
site traffic to content hub
Target number of influencer posts
containing content hub URL
Improve Brand Reputation Target number of influencer
posts containing key brand
messages
Increase in positive brand
sentiment
Improve Thought leadership Co-create content with 5
social influencers
Create 20 Brand Advocates on a
key industry topic
Drive Awareness of Product
Launch
Target number of influencer
posts containing product
mentions
Target number of influencer posts
containing product URL

32. 2) Agree Internal Definition of Your Target Influencer
Engagement – Driving engagement through 1st, 2nd and 3rd degree
social networks in key topical contexts
Social Reach – over 5000 followers or subscribers on Twitter /
Instagram / YouTube
Relevance – Posting relevant content around your brand, competitor
brands, product categories or thought leadership topics
Location – Based in markets where you are seeking to influence OR
has demonstrable influence over these markets
Influencer Type – Journalist, Blogger, Mum, Academic, Business leader,
Decision Maker, Consumer etc.

33. 3) Identify your internal SMEs & train them in Social

34. 4) Create Your Own Working Engagement Model

35. 5) Experiment, Learn and Improve

36. 1) TRANSLATE BUSINESS OBJECTIVES INTO
INFLUENCER MARKETING OBJECTIVES
2) AGREE INTERNAL DEFINITION OF YOUR TARGET
INFLUENCER
3) IDENTIFY YOUR SMEs & TRAIN THEM IN SOCIAL
4) CREATE YOUR OWN WORKING ENGAGEMENT
MODEL
5) EXPERIMENT, LEARN AND IMPROVE

37. Tim Williams, CEO
@williamstim
@onalytica
www.onalytica.com
http://content.onalytica.com/
http://community.onalytica.com/
Come Join us to Network with other
Influencer Marketing Professionals!
THANK YOU!
18th May @ 6pm
Market Porter Pub
Borough Market
London
SE1 9AA