The Changing Influencer Landscape

April 24, 2012

The Long Tail of the Social Web

The way in which sports fans consume media...IS EVOLVING

The Four Types of Influencer

Media BloggersAthletes/Celebs Consumers

What is a Consumer Influencer?

Fans and Followers

Silent Purchasers

Consumer Influencers

The Tools of the Trade: Influencer ID Vendors

Five Pillars of Influencer Engagement

INTERACTIDENTIFY ENGAGE MEASURE

Identify brand objectives and recruit fans and influencers that can help realize

brand goals

Build relationships and communicate with enthusiastic

brand fans

Engage community members to amplify content and perform

word-of-mouth marketing

Monitor and analyze market and brand

fans impact on brand ROI

BENCHMARK

Understand where the brand is today

and track performance against current benchmarks

How Influence is Measured

Reach

ResonanceRelevance

Influence

[Authoring on Topic] [Audience Engagement]

[Audience Size]

Why Brands Should Explore Influencer Engagement

• With an effective influencer engagement strategy, businesses will spark beneficial word-of-mouth, create brand lift, and ultimately influence the actions of other consumers in an authentic way

• Generates trusted word-of-mouth awareness about the brand at scale and at a consistent and ongoing basis

• Creates deep, authentic and lasting relationships between the brand and consumer, thereby bolstering our trust rating

• High levels of engagement deepen the brand’s message penetration

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