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Host

Hillary Settle@hmbyers

Director of Marketing

Michal Leszczynski@mrleszczynski

Content Marketing Manager

Guest Speaker

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#AGEOFINFLUENCE GetResponse: Online Marketing Platform

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What Does Influencer MarketingMean to GetResponse?

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Prior Projects:• eBooks• Webinars• Research• Presentations• Blog contributions• Workshops

Past Experiences with Influencer Marketing

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The Project: Marketing Automation Hub

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Marketing Automatio

n Hub

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Build relationships with influencers so that they contribute and promote the Marketing Automation

Hub

Phase 1: Build Relationships

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Provide valuable content that’s created by real-world experts who have hands-on experience with automation of email marketing, social

media, sales, etc.

Phase 2: Create Content

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Phase 3: Promote

Use different channels to promote the Hub along with regular publications:• Email• Social Media• PPC• External Media

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Phase 4: Measure and Optimize

Measure the results and pave the path for future projects

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Top Challenge: Finding the Influencers

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Can Automation have a human touch?Intelligent automation systems 2020What can be automated? Is it worth automating?Why Automation initiatives failInspirational Automation ideasWhere to start with AutomationStart-up – should you automate your marketing?What not to automateHow automation supports marketing and sales funnelsGo back to the drawing board How to implement AutomationWhat do you need to follow through?Automation Self Learning SystemMultichannel Automation

Legal aspects of AutomationBiggest challenge with Automation Can you automate social media or SE?Can you automate content marketing?Key Automation problemsHow to choose automation platform Automation scenarios (welcome, winback, transactional etc.)Automation vs. human approach Future of Automation 2025Ethical aspects of Automation How much data do you need to Automate your marketing?Automation Big Brother Automation myths Is automation easy? Principles of Automation

Identified Topics → Identified Relevant Influencers

Step 1: Identify

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Try a variety of channels to reach the right people:• Twitter• LinkedIn• Insightpool• Ninja Outreach• Personal connections• Top influencer lists

Step 2: Reach Out

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Meet Your Influencers Where They Are

Best for Hyper-Targeted Live Campaigns

Best for Visual User-Generated

Content

Best for1:1

Engagements

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Identify & Engage With Insightpool

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Identify & Engage With Insightpool

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Step 3: Connect

Make formal connection• Connect with the influencers• Negotiate the terms• Run the project• Evaluate the process

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Connect ≠ Sign a Contract

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What Is An Influencer?

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We didn’t care so much about the number of followers or fans

Influencers: Not Just Numbers

RELEVANCY > REACH

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We wanted to inspire and spark discussions, express their honest opinions and share their knowledge so we allowed our contributors to

speak their mind

Influencers: Not Just Numbers

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It’s the contributors who will drive the Marketing Automation Hub

After All...

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screenshots of platform - discover stream search for “marketing”

Relevance > Reach

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So Who Did GetResponse Choose?

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#AGEOFINFLUENCE Influencer Types

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What Is A Micro-Influencer?

Micro-Influencers are part of the Power Middle. They have a relatively large reach but are highly relevant to their audiences, who

take their thoughts and opinions seriously. Examples: professional experts, bloggers, social media influencers, and more.

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#AGEOFINFLUENCE Influencer Types

Move InfluencersThrough FunnelGradually turn new

influencers into Brand Advocates

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What Is Earned Influence?

Earned Influence is an unpaid form of influence (think digital word of mouth) that focuses on creating long-term

relationships with influencers and their audiences through social media.

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We’ve been working with: • Mainstream and Niche

experts• Paid and Non-Paid influencers• Short-term and Long-term

Different Types of Influencers

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Influencer Marketing In Action

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#AGEOFINFLUENCE July 2016 - Present

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Results:

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1,336

activated influencers

453 17.7mnetwork

connections

Q3 Results

engaged influencers~445 per month 34.4% engagement rate 13,249 per influencer

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August Results:

7.48m impressions11.4k profile

visits

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449% Click Through Rate

Marketing Automation Hub @Mention 10.13

@Mention Campaign

Result:

1:1 connections with audience to share content

and start organic conversations

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@Mention Campaign

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Discovered Influencers

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Engaged Influencers

43.5k

Influencer Reach

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Key Takeaways

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#AGEOFINFLUENCE Takeaway #1

Success takes time – even when influencers reply very quickly

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#AGEOFINFLUENCE Takeaway #2

You have to try different channels to see a response

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Make sure your contracts are bulletproof

Takeaway #3

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#AGEOFINFLUENCE Takeaway #4

Money and Popularity ≠ Engagement

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#AGEOFINFLUENCE Takeaway #5

Make sure everyone’s doing their part

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We’ve learned a lot about what works well and managed to build strong relationships with

several key influencers

The Upside

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Plans for the Future

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Q&A

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Thanks for joining!

www.getresponse.com

@mrleszczynski

www.insightpool.com

@hmbyers