The Future of Influencer Marketing for B2C and B2B · Evangelism 2.0: The Future of Influencer...

transcript

Evangelism 2.0: The Future of Influencer Marketing for

B2C and B2B

Ragan Practical PR Summit, Chicago

June 15, 2017

Michelle Killebrew @shellkillebrew

Chief Marketing Officer, Nomiku

Marketing Maven (B2B & B2C)Digital Transformation Marketing Technologist

Agenda• Why influencer marketing?

• The state of influencer marketing

• How can influencer marketing dovetail with your corporate communications plan?

• Practical ways to update your influencer strategy with evangelism

• How to build and activate an online community

• How to nurture customer and employee brand advocates

Why influencer marketing?Let’s start by taking a quick look at why we’re discussing influencer marketing.

People expect brands to talk with them rather than at them. They no longer expect brands to sell to them, but to entertain and inform them.

In this new paradigm, influencers are a force to be reckoned with.

Adweek: 10 Reasons Why Influencer Marketing is the Next Big Thing

@shellkillebrew #RaganCCC

A study by Carusele found that influencer marketing delivers 16 times the ROI of digital marketing.

Carusele: New Study Proves ROI of Influencer Marketing

The state of influencer marketingB2B & B2C influencer marketing maturity statistics from a recent study about influencer marketing from Altimeter, TopRank Marketing & Traackr.

Source: INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & TraackrGet the report: http://www.toprankmarketing.com/offers/ceros

How can influencer marketing dovetail with your corporate communications plan?Influencer marketing is a natural extension of your communications plan.

"Public Relations is about reputation; the result of what you do, what you say and what others say about you".

Chartered Institute of Public Relations.

…so it bears true that influencer marketing naturally dovetails into your communications strategy.

Identify your goals

• Brand awareness: How many people

viewed, downloaded, or listened to this piece of content because of the influencer?

• Engagement: How often is your content

shared with others because of the influencer?

• Audience building: How is the influencer

helping to convert people into subscribers and valuable leads?

• Lead nurturing: Does interaction with the

influencer help move a lead closer to a sale?

• Sales: Did you make money because of this

content shared by the influencer? What revenue or ROI can you apply to this program?

• Customer retention/loyalty: How can an

influencer help retain a customer?

• Upsell / cross-sell: Is there a way to use an

influencer to help someone become more invested in your business

Determining the best ways to work with influencers starts by identifying – and documenting – the specific business goals you want your efforts to accomplish.

Content Marketing Institute, Influencer Marketing: The Latest Strategies, Templates, and Tools

Determine who holds influence

It helps to start by determining the types of influencers that you should be looking to work with. For example, here are a few common categories:

• Bloggers

• Customers

• Members of a purchasing group

• Industry experts, analysts, and thought leaders

• Business partners

• Internal subject-matter experts

• Celebrity tastemakers and trendsetters

Social and PR

• #SmarterCommerce &

#Rethink___ to join the live

Twitter conversation

• Blog posts, Social links/hooks,

outbound emails, live

webinars, social influencer

engagement

• One-click sharing

B2B Demand Campaign: customers as influencers

B2B Awareness Campaign: global influencers

Outreach suggestions

Not sure what, specifically, to ask influencers to do on your content’s behalf? Here are some suggestions, which range from one-time contributions to ongoing partnerships:

• Ask for a quote for an upcoming article, blog post, e-book, or other effort.

• Ask them to participate in an interview.

• Request that they speak at a conference you are involved in organizing.

• Seek their permission to share, link to, or republish their content on your blog.

• Ask them to write a guest blog post, or feature in one.

• Include them in an expert panel at an industry event.

• Invite them to be a guest on a podcast, Twitter chat, or webinar you are hosting

Create an engagement plan

Just as you plan your communications, you should plan, track and monitor your influencer engagement plan so that your communications are organized:

• Outreach – who have you reached out to

• Who has accepted

• Terms of engagement, etc.

How to nurture customer and employee brand advocates.Make your content easy to share, inspire them to create their own content, and celebrate their enthusiasm!

Customer advocacyThe most dedicated customer advocates!

Include your employees in

expressing and advocating

for your brand.

Tammy Nelson, CMO

Employee advocacy@shellkillebrew #RaganCCC

How to Nurture Advocates

• Add value to their lives

• Make it easy to share

• Ensure that it is rewarding to share

• Help them be seen as thought leaders and trend setters, give them access to new info first

• Make them feel connected to your community and brand

• Gamify it – for employee evangelism, one fun way is to make sharing a game; earn points for sharing and create friendly competition

Practical ways to update your influencer strategy with evangelism.Once you have began to engage influencers with basic content goals, it is time to inspire them to become content creators on your behalf.

Customers buy things. Brand evangelists preach the things that they have bought.

It’s really quite simple

5 Ways to Convert Customers to Brand Evangelists - SurveyGizmo

By being good to your customers, acting on feedback, and ensuring employee happiness, you’ll be able to pump up your return on

investment because brand evangelism is proven to be at least 10x more cost-effective than traditional marketing tactics according to a study done by Zuberance.

Exceptional experiences create brand evangelists

Not only do brand evangelists help lower your costs by acquiring new customers for you, they lower the cost of that acquisition by up to 50%.

Long-tail effect of influencer content

Carusele: New Study Proves ROI of Influencer Marketing

And the impact is significant

• A company with 100,000 brand advocates can reach 60 million people.1

• A 12% increase in brand advocacy generates a two-fold increase in

revenue on average.2

• 72% of adults who had a memorable product or service experience said

they took positive action, with 57% communicating their positive

experience to others, and 41% recommending that someone make a

purchase.3

Moving from influencer to evangelist

• Current influencer programs focused on meeting specific objectives

• Transition to creating evangelists, by shifting to true relationship management, building longer term engagement and more vested interest

• This often comes to be by crafting amazing experiences for influencer/evangelists and allowing them to create authentic content that will resonate with their audiences over time—especially serialized content or first-to-know news

And home chef fans so

excited they’re hacking their

own sous vide coolers!

Customer advocacy@shellkillebrew #RaganCCC

Top chefs loving

Nomiku.

Customer advocacy@shellkillebrew #RaganCCC

https://blog.nomiku.com/evening-brian-solis-friends

My LA StoryHappy Employees = Happy Customers

Face to face service should be a

hallmark of your brand experience.

Empower & train your employees.

Customer service

5 Ways to Convert Customers to Brand Evangelists

Follow these rules to help increase your brand loyalty and support your evangelists.

1. Customer Feedback & Service are Gold Mines For Potential Evangelists

2. Your Brand vs. Their Brand

3. Social Media Is Only a Vessel, Give Them Something to Fill It

4. In the Digital Age, Convenience Can Have Huge Pay Offs

5. Never Forget, Happy Employees Make Customers into Brand Evangelists

How to build and activate an online community.A community is a place where people can gather, share ideas and co-create.

At Nomiku, this has created EatTender.com

• Social

• Brand agnostic

• Sharing

Make it mobile!

How to Foster Community

• Engage in the content they are creating – celebrate it!

• Help them make connections with other likeminded people

• Add helpful content to the community, but don’t over-sell it

• Allow your community to build it’s own identity

Summary• Influencer marketing will continue to grow in importance as people have

more control over the media they engage with

• Influencer marketing should be a part of your corporate communications plan or marketing mix

• Strategic relationships should be fostered for the long-term, just as you do with your media relationships

• Foster influencers to become evangelists

• Create community engagement to help evangelists encourage and thrive off one another

Thank youQuestions?

Resources

Articles:

• http://www.adweek.com/digital/10-reasons-why-influencer-marketing-is-the-next-big-thing/

• http://www.adweek.com/digital/study-influencer-marketing-pays-6-50-for-every-dollar-spent/

• https://www.surveygizmo.com/survey-blog/5-ways-to-convert-customers-to-brand-evangelists/

• http://carusele.com/new-study-proves-roi-of-influencer-marketing/

Downloads:

• Influencer Marketing: The Latest Strategies, Templates, and Tools by Content Marketing Institute: http://contentmarketinginstitute.com/education/the-complete-guide-to-influencer-marketing-strategies-templates-tools

• INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr: http://view.ceros.com/ceros-marketing/influence-2-0

The Future of Influencer Marketing for B2C and B2B · Evangelism 2.0: The Future of Influencer...

Documents