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Basics of Influence Marketing
In this eBook
1.    Definition of Influence Marketing
2.    Brief History of Influence Marketing
3.    Benefits of Influence Marketing
4.    Influence Measurement
5.    Personal vs. Contextual Influence
6.    Who is an Influencer?
7.    How Influence Fits Into Marketing
8.    The Influencer Continuum™
9.    Identifying Influencers
10.  Building Influencer Relationships
11.  Creating Influence Marketing Programs
12.  Influence Marketing Use Cases



                                            2
1. Definition of Influence Marketing
Influence marketing is the practice of identifying and building relationships with
individuals who have influence over a target audience of buyers.


Influencers are likely to be buyers themselves, as well as recommenders of
products or services to their own audiences, both online and off.


Influencers may also be trusted third parties, such as bloggers, journalists,
industry analysts, academics, or public figures.




                                                                                    3
2. Brief History of Influence Marketing
•  Influence marketing has effectively been around for millennia
•  From orators to celebrity endorsers, influence has impact on action
•  Today’s influencers are a far more diffuse group than the
   celebrities and personalities of yore
•  Influence can be harnessed both on and off the web

                                                                                 On today’s
                                                        Lillie Langtry, an       social web,
                                                        actress of the time,     influence
              In Ancient Greece in                      endorsed Pears’ Soap     marketing
              300 B.C. some                             –one of the first         is the
              orators had more                          celebrity                provenance
              influence than others                      endorsements             of real
                                                                                 people –
                                                                                 not just
                                                                                 celebrities


   300 B.C.                                     1890s                          Now




                                                                                         4
3. Benefits of Influence Marketing
•  Influence marketing can be a standalone effort, or an effective way to amplify
   other marketing efforts


•  By marketing to a small group of individuals (influencers), a brand has the
   power to reach large groups of individuals (“influencees”)


•  Understanding who a brand’s influencers are helps to target campaigns and
   communications


•  Brands that gain credibility with influencers gain credibility with their end
   customers as well




                                                                                   5
4. Influence Measurement
Assessing who the appropriate influencers are for your brand is often determined
by understanding the relative value, to your brand, of people who may influence
your target audience.


Influence measurement is the practice of ranking or scoring potential influencers to
determine their value to your marketing efforts.


Influence measurement is also used throughout these marketing efforts to examine
the effect programs are having on outside influencers.




                                                                                  6
5. Personal vs. Contextual Influence
There are two predominant ways to measure influence:


Personal: Measuring or scoring influence for an individual using a single score
which stays with that individual, and then selecting influencers by score.
Personal influence tools, such as Klout, Kred and PeerIndex, primarily rely on a
person’s social media profiles to determine influence.


Contextual: Measuring or scoring influence solely within the context of a topic;
each influencer will score differently based on the topic in question.
Contextual influence tools, such as Appinions, are built to identify and measure
who has influence on a particular topic, subject or market.




                                                                                  7
6. Who Is an Influencer?
Appinions defines an influencer as a person, brand or company who expresses a
contextually relevant opinion that is meaningful enough to elicit action from
others


There are three criteria used to identify influencers:
•  Opinions: Appinions focuses on expressions of subjectivity, indicating a
   personal point-of-view, rather than mere distribution of fact
•  Context: The opinions are relevant to a user-defined topic, which is
   developed for a specific business need
•  Action: The opinion is meaningful enough to the opinion holder’s audience
   that they take action around it




                                                                                8
7. How Influence Fits Into Marketing
Influence marketing can be part of, and impact, a variety of marketing efforts:
•  Public Relations: Reach out to journalists, bloggers or industry analysts to
   help generate awareness and help them to develop stories or content around
   a product or service
•  Digital Marketing: Create blogger programs or campaigns, utilizing bloggers
   for content creation, endorsements, to host contests or promotions, or to
   amplify marketing messages
•  Advertising: Feature celebrities, bloggers or prominent product advocates in
   advertising
•  Community Management: Curate content based on topics of interest to
   influencer networks




                                                                                  9
7. How Influence Fits Into Marketing (cont’d)
•  Events: Reach out to influencers to help develop conference agendas or
   identify speakers, or to inform a guest list for a corporate or industry event
•  Product or R&D: Invite influencers to inform product or service development
•  Marketing Research: Create focus groups of influencers to collect actionable
   third-party opinions on products, services, or marketing efforts
•  Crisis Management: Ask influencers to help spread important news;
   understand the dynamics of the unfavorable news that is spreading through
   influencer channels and craft outreach accordingly




                                                                                    10
8. The Influencer Continuum™
Appinions has developed a roadmap for influencer engagement, the
Influencer Continuum™ (free download). This multi-stage process provides a
framework for the organization and execution of influence marketing programs.
We recommend reviewing the Influencer Continuum™ prior to creating an
influence marketing program.




                                                                               11
9. Identifying Influencers
Our companion eBook, How to Create Successful Influencer Marketing Programs
(free download), goes into depth on influencer identification.

In brief:
•  Identify the topics which are relevant to your brand, industry or target audience
•  Listen to what people are saying around that topic across the web and in
   traditional media
•  Identify the individuals who seem credible on that topic, and who appear to have
   a following or audience for their opinions




                                                                                   12
10. Building Influencer Relationships
An effective influence marketing strategy relies on relationships with influencers
and these relationships are built over time.


Influence marketing is a marathon, not a sprint. Forcing your brand onto
influencers is a recipe for failure.


On the next page, we provide a high-level framework for building influencer
relationships.




                                                                                   13
10. Building Influencer Relationships (cont’d)
Steps to building relationships with influencers (and others):
1.  Get to know the influencer well: read what they write and what’s been written about
    them, watch videos of them, understand their background and experience.
2.  Understand their attitude towards brands, products and services – within and outside
    of your industry or market.
3.  Engage with influencers over time: read their blog or follow them on Twitter,
    comment on, retweet or share their work.
4.  Send an introductory communication: say hello via Twitter or email, just to introduce
    yourself (no pitching!)
5.  Never mass-pitch influencers. Every communication must be individualized and
    focused; you’ll lose credibility with them if you treat them like a group.
6.  Keep track of your influencers over time. They may shift focus and you need to know
    when they are no longer focused on your industry or market.
7.  Always be respectful, professional, and humble. Never assume they will want to work
    with you – over time, help them believe it will be great to work with you.


                                                                                       14
11. Creating Influence Marketing Programs
To create influence marketing programs or take them to the
next level, we recommend referencing our eBook,
How to Create Successful Influencer Marketing Programs (free download).


In it, we describe the four-step process for creating influence marketing programs:
1.  Identify your influencers
2.  Map influencers to the phases of engagement (our Influence Continuum™)
3.  Determine the brand assets (materials, campaigns, promotions, etc.) you have
    available for your influence program
4.  Create the program and execute




                                                                                   15
12a. Influence Marketing Use Case:
Product Launch
Objective: A mobile technology brand is
planning to launch its first tablet, and wants
to differentiate the device in a crowded and
competitive marketplace.
Influence Initiatives:
•    Determine which tablet feature or benefit
     to emphasize in launch communications
     by analyzing influential opinions in the      Figure 1 (left): Use trending themes in influencer
                                                  conversations about the tablet sector to inform which
     general mobile and tablet industries, as     key messages should be emphasized for the launch.
     well as specific competitive tablet brands.   Figure 2 (right): Brand influencers identified to engage
                                                  in a pre-launch initiative
•    Engage existing brand influencers who
     are most likely to be advocates for the
     new tablet.



                            Click for more on Product Launch


                                                                                                     16
12b. Influence Marketing Use Case:
Community Management
Objective: A beverage brand is looking
for engaging content to share as part of
an upcoming eco-friendly campaign
across its social media channels.
Influence Initiatives:




                                                                          
•    Discover the most influential content
     creators around eco-friendly subjects.
•    Create a content calendar of branded
     and influencer eco-friendly content to
     distribute to social media channels,




                                                                                
     and cross promote with the
                                                 Influencers on the topic of eco-friendly fashion
     influencer’s personal network.               engaged by the beverage brand to create content




                        Click for more on Community Management


                                                                                                   17
12c. Influence Marketing Use Case:
Crisis Management
Objective: A pharmaceutical
company wants to manage the
conversation and quell negative
sentiment around a recent product
recall.
Influence Initiatives:
•    Determine whether an official
     company statement is required
     based on influential conversation
     about the product recall.
•    Identify most influential company
                                                                Product Recall
     detractors for potential outreach.
                                                                           Influencer Outreach
                                          Sentiment analysis and opinion volume graph of product recall
                                          shows how the sentiment around the company improves
                                          following influencer outreach.

                          Click for more on Crisis Management


                                                                                                      18
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Basics of Influence Marketing

  • 2. In this eBook 1.  Definition of Influence Marketing 2.  Brief History of Influence Marketing 3.  Benefits of Influence Marketing 4.  Influence Measurement 5.  Personal vs. Contextual Influence 6.  Who is an Influencer? 7.  How Influence Fits Into Marketing 8.  The Influencer Continuum™ 9.  Identifying Influencers 10.  Building Influencer Relationships 11.  Creating Influence Marketing Programs 12.  Influence Marketing Use Cases 2
  • 3. 1. Definition of Influence Marketing Influence marketing is the practice of identifying and building relationships with individuals who have influence over a target audience of buyers. Influencers are likely to be buyers themselves, as well as recommenders of products or services to their own audiences, both online and off. Influencers may also be trusted third parties, such as bloggers, journalists, industry analysts, academics, or public figures. 3
  • 4. 2. Brief History of Influence Marketing •  Influence marketing has effectively been around for millennia •  From orators to celebrity endorsers, influence has impact on action •  Today’s influencers are a far more diffuse group than the celebrities and personalities of yore •  Influence can be harnessed both on and off the web On today’s Lillie Langtry, an social web, actress of the time, influence In Ancient Greece in endorsed Pears’ Soap marketing 300 B.C. some –one of the first is the orators had more celebrity provenance influence than others endorsements of real people – not just celebrities 300 B.C. 1890s Now 4
  • 5. 3. Benefits of Influence Marketing •  Influence marketing can be a standalone effort, or an effective way to amplify other marketing efforts •  By marketing to a small group of individuals (influencers), a brand has the power to reach large groups of individuals (“influencees”) •  Understanding who a brand’s influencers are helps to target campaigns and communications •  Brands that gain credibility with influencers gain credibility with their end customers as well 5
  • 6. 4. Influence Measurement Assessing who the appropriate influencers are for your brand is often determined by understanding the relative value, to your brand, of people who may influence your target audience. Influence measurement is the practice of ranking or scoring potential influencers to determine their value to your marketing efforts. Influence measurement is also used throughout these marketing efforts to examine the effect programs are having on outside influencers. 6
  • 7. 5. Personal vs. Contextual Influence There are two predominant ways to measure influence: Personal: Measuring or scoring influence for an individual using a single score which stays with that individual, and then selecting influencers by score. Personal influence tools, such as Klout, Kred and PeerIndex, primarily rely on a person’s social media profiles to determine influence. Contextual: Measuring or scoring influence solely within the context of a topic; each influencer will score differently based on the topic in question. Contextual influence tools, such as Appinions, are built to identify and measure who has influence on a particular topic, subject or market. 7
  • 8. 6. Who Is an Influencer? Appinions defines an influencer as a person, brand or company who expresses a contextually relevant opinion that is meaningful enough to elicit action from others There are three criteria used to identify influencers: •  Opinions: Appinions focuses on expressions of subjectivity, indicating a personal point-of-view, rather than mere distribution of fact •  Context: The opinions are relevant to a user-defined topic, which is developed for a specific business need •  Action: The opinion is meaningful enough to the opinion holder’s audience that they take action around it 8
  • 9. 7. How Influence Fits Into Marketing Influence marketing can be part of, and impact, a variety of marketing efforts: •  Public Relations: Reach out to journalists, bloggers or industry analysts to help generate awareness and help them to develop stories or content around a product or service •  Digital Marketing: Create blogger programs or campaigns, utilizing bloggers for content creation, endorsements, to host contests or promotions, or to amplify marketing messages •  Advertising: Feature celebrities, bloggers or prominent product advocates in advertising •  Community Management: Curate content based on topics of interest to influencer networks 9
  • 10. 7. How Influence Fits Into Marketing (cont’d) •  Events: Reach out to influencers to help develop conference agendas or identify speakers, or to inform a guest list for a corporate or industry event •  Product or R&D: Invite influencers to inform product or service development •  Marketing Research: Create focus groups of influencers to collect actionable third-party opinions on products, services, or marketing efforts •  Crisis Management: Ask influencers to help spread important news; understand the dynamics of the unfavorable news that is spreading through influencer channels and craft outreach accordingly 10
  • 11. 8. The Influencer Continuum™ Appinions has developed a roadmap for influencer engagement, the Influencer Continuum™ (free download). This multi-stage process provides a framework for the organization and execution of influence marketing programs. We recommend reviewing the Influencer Continuum™ prior to creating an influence marketing program. 11
  • 12. 9. Identifying Influencers Our companion eBook, How to Create Successful Influencer Marketing Programs (free download), goes into depth on influencer identification. In brief: •  Identify the topics which are relevant to your brand, industry or target audience •  Listen to what people are saying around that topic across the web and in traditional media •  Identify the individuals who seem credible on that topic, and who appear to have a following or audience for their opinions 12
  • 13. 10. Building Influencer Relationships An effective influence marketing strategy relies on relationships with influencers and these relationships are built over time. Influence marketing is a marathon, not a sprint. Forcing your brand onto influencers is a recipe for failure. On the next page, we provide a high-level framework for building influencer relationships. 13
  • 14. 10. Building Influencer Relationships (cont’d) Steps to building relationships with influencers (and others): 1.  Get to know the influencer well: read what they write and what’s been written about them, watch videos of them, understand their background and experience. 2.  Understand their attitude towards brands, products and services – within and outside of your industry or market. 3.  Engage with influencers over time: read their blog or follow them on Twitter, comment on, retweet or share their work. 4.  Send an introductory communication: say hello via Twitter or email, just to introduce yourself (no pitching!) 5.  Never mass-pitch influencers. Every communication must be individualized and focused; you’ll lose credibility with them if you treat them like a group. 6.  Keep track of your influencers over time. They may shift focus and you need to know when they are no longer focused on your industry or market. 7.  Always be respectful, professional, and humble. Never assume they will want to work with you – over time, help them believe it will be great to work with you. 14
  • 15. 11. Creating Influence Marketing Programs To create influence marketing programs or take them to the next level, we recommend referencing our eBook, How to Create Successful Influencer Marketing Programs (free download). In it, we describe the four-step process for creating influence marketing programs: 1.  Identify your influencers 2.  Map influencers to the phases of engagement (our Influence Continuum™) 3.  Determine the brand assets (materials, campaigns, promotions, etc.) you have available for your influence program 4.  Create the program and execute 15
  • 16. 12a. Influence Marketing Use Case: Product Launch Objective: A mobile technology brand is planning to launch its first tablet, and wants to differentiate the device in a crowded and competitive marketplace. Influence Initiatives: •  Determine which tablet feature or benefit to emphasize in launch communications by analyzing influential opinions in the Figure 1 (left): Use trending themes in influencer conversations about the tablet sector to inform which general mobile and tablet industries, as key messages should be emphasized for the launch. well as specific competitive tablet brands. Figure 2 (right): Brand influencers identified to engage in a pre-launch initiative •  Engage existing brand influencers who are most likely to be advocates for the new tablet. Click for more on Product Launch 16
  • 17. 12b. Influence Marketing Use Case: Community Management Objective: A beverage brand is looking for engaging content to share as part of an upcoming eco-friendly campaign across its social media channels. Influence Initiatives:   •  Discover the most influential content creators around eco-friendly subjects. •  Create a content calendar of branded and influencer eco-friendly content to distribute to social media channels,   and cross promote with the Influencers on the topic of eco-friendly fashion influencer’s personal network. engaged by the beverage brand to create content Click for more on Community Management 17
  • 18. 12c. Influence Marketing Use Case: Crisis Management Objective: A pharmaceutical company wants to manage the conversation and quell negative sentiment around a recent product recall. Influence Initiatives: •  Determine whether an official company statement is required based on influential conversation about the product recall. •  Identify most influential company Product Recall detractors for potential outreach. Influencer Outreach Sentiment analysis and opinion volume graph of product recall shows how the sentiment around the company improves following influencer outreach. Click for more on Crisis Management 18
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