Marketing to your influencers

Marketing to Your Influencers

Auren Hoffman

Agenda

• Identifying Influencers

• Engaging Influencers

• Finding More Influencers

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Conventional Wisdom

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HighPast

Spending

Good Treatment

and Satisfaction

High Future

Spending

“Total Customer Value” depends on individual spend

Influencers…

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Customers with lots of friends and

impact

VIP Treatment,

Special Promotions

W.O.M. and many more customers

Have high “Total Referral Value”

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Two Types of Influencers

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Levels of Influence

Depend on friendships…

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Levels of Influence

social persuasion…

Did You Know?

% of buyers who rely on WOM for purchases:

Dining and restaurants

67%Computers and software

38%Travel and vacation

22%

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Identifying Influencers

How do you find them?

1. “Share Me” email campaigns – coupon redemptions, clicks

2. Referral awards and programs

3. Reactions to online posts/updates –referral stats from bit.ly links

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Identifying Influencers

How do you find them?

4. Klout scores on Twitter

5. High friend counts – free queries on Rapleaf API trial

6. Building an “Influencer” Score – points for clicks, coupon codes redeemed, etc

…now what?

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Engaging Influencers

1. Give away free samples and trials

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Engaging Influencers

2. Offer invite-only promotions and access to special events (and invite friends)

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Engaging Influencers

3. Build a referral program

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Engaging Influencers

4. Ask for feedback (and listen)

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Engaging Influencers

5. Setup customer service (and other) flags

Actor Kevin Smith, kicked off of plane for being overweight, shared his experience with 1.6 million Twitter followers

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Engaging Influencers

6. Surprise them

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Engaging Influencers

7. Establish a brand advocate program

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Engaging Influencers

8. Have executives, management call them

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Finding More Influencers

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• Reach out to happy customers

• Engage people who are already influential

• Find people who are passionate about similar things

Influencer marketing is not a short cut.

• Make every customer happy

• Surpass expectations

• Be creative

• Impress them

• Give them things to talk about

• Measure results

• Stay humble

Finally…

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Rapleaf

667 Mission St, FL 4

San Francisco, CA 94105

www.rapleaf.com

415-886-7270

info@rapleaf.com

Twitter: @rapleaf

Questions?

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