Date post: | 27-Jan-2017 |
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THE EVOLUTION OF INFLUENCER MARKETING
INFLUENCE IN 1965…
PAY CELEBRITY, BUY ADS
INFLUENCE IN 1965…
PAY CELEBRITY, BUY ADS
INFLUENCE IN 2015…
HELP PEOPLE TALK TO PEOPLE
REACH IS NOT THE ONLY VIEW OF INFLUENCE
91% OF SOCIAL MENTIONS COME FROM
PEOPLE WITH LESS THAN 500
FOLLOWERS
500+ followers
Less than 500 91% 9%
Source: social monitoring website Mention Image: Jon Rieley-Goddard aka baldyblogger/Flickr
MOST OF THE PEOPLE YOU TRUST
HAVE LESS THAN 500
FOLLOWERS
“INFLUENCE IS NOT ABOUT NUMBER OF FOLLOWERS OR A KLOUT SCORE... MANY TIMES, IT IS SOMEONE WHO MIGHT FLY BENEATH THE RADAR.”
JEREMY EPSTEIN
VP OF MARKETING, SPRINKLR
SOCIAL DOES NOT
ALWAYS MEAN ONLINE
1/3 Online Social Media
2/3 Offline WOM
WORD OF MOUTH IMPACT ON CONSUMER SPENDING
Source: kellerfay.com/2014-landmark-study/
REAL WORLD WORD
OF MOUTH
MAKES MORE OF AN
IMPACT 5x
4x
3x
2x
1x
1 OFFLINE
IMPRESSION
1 PAID ONLINE
IMPRESSION
Sentience/Flickr
!
MORE THAN EVER, PEOPLE CRAVE GUIDANCE
50% 49%
38% 36% 31%
22% 22% 18%
Searched
Online
Talked with
Friends &
Family
Compared
Products
Online
Sought Info on
Manufacturer’s
Website
Read
Product
Reviews
Sought Info on
Retailer’s
Website
Read
Comments
Friended/
Followed/
Liked a Brand
(ON AVERAGE, PEOPLE CHECK 10.6 SOURCES)
Source: https://ssl.gstatic.com/think/docs/the-zero-moment-of-truth-macro-study_research-studies.pdf
DON’T JUST FOCUS ON SOCIAL MEDIA,
FOCUS ON SOCIAL CONSUMERS
“ORIENT YOUR BUSINESS AROUND PEOPLE, NOT TECHNOLOGY. DON’T HAVE A FACEBOOK STRATEGY, OR A TWITTER STRATEGY… MAP TO HUMAN BEHAVIOR.”
PAUL ADAMS
FORMER GLOBAL BRAND EXPERIENCE
MANAGER, FACEBOOK
Celebrity Social Everyday Experts
MOVE PAST CELEBRITY
CATEGORY
PASSION
CATEGORY
KNOWLEDGE
CLOSE TO THE
BUYING DECISION
TRUSTED
CHARACTERISTICS OF TOP INFLUENCERS
WIN INFLUENCERS OVER, SO THEY’RE
GENUINE ADVOCATES FOR YOUR OFFERINGS
RETAIL INFLUENCERS ARE ASSOCIATES WHO TALK TO YOUR
CUSTOMERS AT THE POINT OF SALE
CATEGORY PROFESSIONALS ARE PEOPLE WHOSE PROFESSION
AND PASSION INSPIRE OTHERS TO LOOK UP TO THEM
CATEGORY INFLUENCERS HAVE AN UNSHAKEABLE PASSION FOR A
TOPIC AND/OR BRAND, PLUS THE TIME AND MONEY TO BACK IT UP
vancouverfilmschool/Flickr
Status
Access
Power
Stuff
MEANING
TO THEM
COST
TO YOU
INFLUENCERS VALUE RECOGNITION
MORE THAN STUFF
GOPRO CREATED AN ARMY OF KEY INFLUENCERS ON THE
RETAIL SALES FLOOR THROUGH INTERACTIVE PRODUCT
KNOWLEDGE AND INCENTIVES
“Retail employees share their impressions with hundreds of customers every
year,” said GoPro's Senior Global Training Manager, “If we can arm one employee
with pertinent product knowledge, they'll pass it along to their customer base.
Over time, the value of reaching a sales associate becomes invaluable."
LULULEMON IDENTIFIES KEY INFLUNCERS INCLUDING YOGA INSTRUCTORS
AND OTHER ATHLETES TO ACT AS BRAND AMBASSADORS
In return, the company provides these influencers—the same people who were
already respected and looked to for credible advice—with free gear to wear while
participating in local events.
Though they aren't paid, ambassadors are featured prominently on bulletin boards
in the stores, lending the company credibility as a part of the community.
Even better, these same ambassadors hold classes at the store level, placing the
consumer and the advocate together closest to the point of sale.
REMEMBER THIS: IF YOU WANT TO INFLUENCE SALES,
ENLIST EVERYDAY EXPERTS
LEARN HOW YOUR BRAND CAN
IMPACT SALES BY GETTING THE
RIGHT PEOPLE TALKING
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