Influencer relations has developed into a discipline in its own right. For many brands, it's a vital strategy for converting key influencers into brand ambassadors.LEWIS conducted a study with over 100 B2B PR, communications and marketing professionals from across EMEA. From the study, we have built a picture of current approaches, opportunties and the key challenges of influencer relations. Read the full report from LEWIS and leading influencer management platform, Traackr, to learn more about: -The key findings from the study -The role of influencer relations in the customer journey -Best practice tips on maximizing your influencer program

1. INFLUENCER
RELATIONS 2015
REPORT
A Study Highlighting Current Approaches,
Opportunities and Key Challenges

3. 3
Report Influencer Relations 2015
Introduction 4
Key findings 5
Why invest in influencer relations? 9
Maximizing your influencer relations: the basics 12

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4
INTRODUCTION
Influencer relations (or influencer marketing) has developed into a discipline in its own right.
However, it’s clear that communications practitioners are still struggling to get the right
foundations and framework in place in order to maximize activity.
LEWIS recently conducted a study with over 100 senior B2B PR, communications and
marketing professionals from across EMEA. From the study, we have built a picture of current
approaches, opportunities and the key challenges of influencer relations.

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Report Influencer Relations 2015
KEY FINDINGS
With 49% of respondents unclear on future investment, it is evident that influencer relations
lacks a strategic approach in many organizations.
It’s encouraging to see that organizations do have an influencer relations program in place,
and are planning further investment in the next twelve months. What is concerning however,
is that there is still no clear home for the practice, but it rather seems to reside within either
marketing, communications or PR for many organizations.
Whilst communications is generally becoming more global, largely because of the adoption
of digital, influencer relations is still widely practiced on a regional level. This shows the gap
between influencer relations and wider communications strategy.

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LEWIS PR / Influencer Relations Report 2015 / Fig. 1
KEY FINDINGS
45%
WHY?
*13% other
have no influencer
program in place
Lack of resources
Lack of knowledge on benefits
of influencer relations
Not a priority for investment

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Report Influencer Relations 2015
LEWIS PR / Influencer Relations Report 2015 / Fig. 2
relations pr
52%
42%
6%
34%
29%
22%
*15% other
Programs are regional
Programs are global
Not sure
Combination of marketing, comms
and/or PR departments
PR department
Marketing department
Enhance the brand1
Meet influential people/networking2
Customer acquisition3
Impact policy4
Speaker engagement5
Of those with an influencer
relations program...
Why implement an
influencer relations program?
Who owns influencer
relations activity?
Media1
Bloggers2
Industry bodies3
Think tanks4
Academics6
Members of
Parliament
5
Key targets
for influencer relations activity:

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8
LEWIS PR / Influencer Relations Report 2015 / Fig. 3
1 Engagement
2 Identifying the most
influential people
3 Identifying the right forum
4 No clear understanding
of ROI
Biggest challenges
of influencer relations
Future investment
Main drivers for investment
Shift in communications
strategy
Not sure
Shown greater results
than other activities
Not sure
Will increase influencer
relations budget in
next year
Will NOT increase
influencer relations
budget in next year
27%
24%
%
49%
32%
30%
26%
*12% other

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Report Influencer Relations
WHY INVEST IN INFLUENCER
RELATIONS?

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10

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Report Influencer Relations
Social based advice has become the number one source of influence, yet brands tend to
treat social platforms as another media outlet rather than leverage the opportunity they
offer to build valuable relationships.
Influencer marketing is about concentrating brands’ efforts on those few individuals who
will maximize the impact of engagement because they have the capability to shift opinions
and behaviours within their community.
Media relations are increasingly incorporating social media influencers into their traditional
outreach. Developing specific programs for those stakeholders can provide a huge impact
through their own channels. Influencer relations has evidently proved challenging for
many brands in terms of identifying the right individuals, building relevant content and
developing effective engagement plans. However, best practices are now emerging based
on long-term and successful relationship programs that focus on collaboration and shared
value for influencers and brands alike.
Nicolas Chabot, VP EMEA, Traackr
“
“

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MAXIMIZING YOUR
INFLUENCER RELATIONS:
THE BASICS
1. Develop a clear strategy aligned with your business objectives and goals. Do you want
to implement an influencer relations strategy to raise brand awareness? Acquire new
customers? Enhance your brand reputation?
2. Ensure your influencer relations activity is owned by the relevant team within your
organization for maximum results and integration with your overall marketing
communications strategy.
3. Develop audience personas to understand your audience and their motivations. From
there, you can identify your target influencers based on aligned interests and who
impacts how your audience discovers, evaluates and, ultimately, makes that purchase
decision.
4. Monitor your target influencers closely to identify opportunities to interact, engage and
collaborate with them. What content are they creating and sharing? What topics do they
cover? How do they engage online? What questions are their audiences asking them?
5. Measure your results and refine your strategy and tactics accordingly. Track how your
influencer relationships are progressing and how this is translating into tangible actions
(visits, introductions, mentions, leads). Learn and iterate.

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Report Influencer Relations 2015
For more in-depth best practice advice on how to plan, measure and implement your influencer
relations strategy, download The New Rules of Influencer Relations eBook.
LEWIS PR is a global communications agency. In addition to traditional media and analyst relations,
LEWIS specializes in social media, digital marketing and creative services.
Traackr is an influencer management platform that allows you to discover your influencers, manage
key relationships, and measure their impact on your business.
@ Copyright LEWIS Communications. 2015 all rights reserved.