It’s one thing to hear the value of something from the person selling it; it’s quite another to hear the value of something from a person actually using it. In learning and development, these people are often called champions—those who understand the value of learning programs and help promote their value across the organization. The marketing industry has an entire approach dedicated to this idea that can be very effective: influencer marketing. In this session, you will explore the world of influencer marketing and how you can apply its principles to L&D. You will examine the core elements of an influencer campaign and find out how effective use of influencers can accelerate your program results. You will examine different tools and resources that marketers use to develop influencer campaigns, and you’ll leave this session with ideas on how to apply these techniques to L&D.

1. How Influencer Marketing Can
Be Used By L&D

2. THE COMPLETE
HISTORY OF
MARKETING
(IN 4 SLIDES)

7. WHAT COMMON
THREADS RAN THROUGH
ALL FOUR EXAMPLES?

8. THE KEY COMMON THREAD
MARKETING CONTROLS
THE NARRATIVE

9. THE WORLD OF
MARKETING HAS
CHANGED

19. WHERE HAS THE
MARKETING NARRATIVE
MIGRATED TO?

21. IN A SOCIAL MEDIA WORLD
MARKETING NO LONGER
CONTROLS THE NARRATIVE

22. THE WORLD OF
MARKETING HAS
CHANGED

23. THE WORLD OF
MARKETING HAS
CHANGED

24. THE WORLD OF
TRAINING AND
DEVELOPMENT HAS
CHANGED

25. Decision-making has shifted…
74%
Rely on social media
to inform purchase
decisions
-ODM Group
90%
Trust peer
recommendations
-Neilsen
84%
Take action based on
the opinions of others
-Neilsen

26. WHAT IS INFLUENCER
MARKETING?

27. Influencer Marketing isn’t
about marketing directly
to your target market.
It’s about marketing to
those that have influence
over your target market.

28. The ability to influence generally comes from an
individual’s popularity, expertise, and/or reputation.

29. WAIT A MINUTE…

30. Trainers:
“It’s important that you
complete this required
training.”

31. Trainers:
“It’s important that you
complete this required
training.”
Champions:
“The training department says it’s
important that you complete this
required training.”

32. HOW TO SHIFT FROM
CHAMPIONS TO
INFLUENCERS

33. Content that tries to
sell, doesn’t. Content
that tries to help,
does.
Linda Boff
CMO, GE

34. Engage influencers in pre and
post-program discussions

35. Network engagement is more
important than network size

36. Ditch the script

37. It’s not about broadcasting;
it’s about conversation

38. Training programs end;
conversations are ongoing

39. Evaluate performance of
influencers and adapt

40. Provide Incentives

41. AND REMEMBER…

42. IT’S A MARATHON,
NOT A SPRINT

43. David Kelly
Executive Director
The eLearning Guild
For slides and more resources, visit:
http://bit.ly/MarketingSMT
How Influencer Marketing
Can Be Used by L&D
Email: dkelly@elearningguild.com
Phone: 707-387-1889
Web: elearningguild.com &
davidkelly.me