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It is likely that your brand already has a segment of influencer relationships achieving advocacy levels, known as Influential Advocates. Our approach evaluates, segments, and prioritizes current influencer lists based first on category and audience relevance, then overall reach, and finally, by their ability to spur action from their audience, or resonance. Ciceron believes that the best influencers start out with the best of intentions. Our goal is to activate both current and potential influencers early and often. Beyond activation, Ciceron develops engagement plans designed to build and sustain an ongoing relationship that quickly progresses into measurable actions on behalf of a brand.
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Influencer Marketing
Ciceron is one the oldest, privately-held digital agencies in the country, having been in business since 1995. Our longevity is a testament to our ability to deliver results for our clients through tumultuous change. Ciceron has remained consistent in producing measurable, sustainable, and extraordinary value for our clients.
Turn Influencers into Advocates We believe that people who love your brand will introduce you to your new customers. Ciceron approaches influencer relationship management as a core component of a brand's journey towards developing long-term advocates. Influencers become advocates for a brand only after they have established a relationship based on mutual trust, respect, and a fair exchange of value.
“Because of their work on our in2luencer program, which Ciceron developed from scratch, we created some memorable campaigns that not only grew our social communities, conversations and engagement but our bottom line as well.”
Sean Cuthbertson Online Marketing Manager MLT Vacations
Sole property of Ciceron, Inc.
Corporate Overview
65% of brands participate in in2luencer marketing.
The true value comes in turning the in2luencers into advocates.
Source: Technorati Media 2013 Digital Influence Report
Advocacy: We connect you with your brand advocates, create programs and experiences to energize those advocates and convert advocate actions into insights, understanding, and most importantly, business results.
Digital Ecosystem
Content may not be altered or reproduced without proper attribution to Ciceron.
BrandContent
Conversation
ConsumerInsights
BusinessObjectives
ExperiencesAdvocacy
Strategy
website
email architecture
branded communities
mobile
SEO / SEM
media
community management
influencer relationships
campaign integration
recognition program
reviews and stories
staff training
competitive positioning
industry positioning
target audiences
audience touchpoints
internal capabilities
key performance indicators
analytics
optimiz
atio
n insights
analytics
optimiz
atio
n insights
Ciceron Digital Ecosystem STRATEGY THAT INFORMS. EXPERIENCES THAT DELIVER. ADVOCACY THAT SCALES.
Strategy: We identify the opportunities that arise at the intersection of your business goals, your audience needs and your ability to meet those needs.
Experiences: We ensure your existing digital marketing programs are fully optimized, uncover opportunities to add value to your current experience, and set you on a course to achieve advocacy.
Influence is more than just a number. It is likely that your brand already has a segment of influencer relationships achieving advocacy levels, known as Influential Advocates. Our approach evaluates, segments, and prioritizes current influencer lists based first on category and audience relevance, then overall reach, and finally, by their ability to spur action from their audience, or resonance. Intent does not equal action. Ciceron believes that the best influencers start out with the best of intentions. Our goal is to activate both current and potential influencers early and often. Beyond activation, Ciceron develops engagement plans designed to build and sustain an ongoing relationship that quickly progresses into measurable actions on behalf of a brand. Relationships are built on trust and a fair value exchange. Engaging with influencers solely on a brand's terms will stall the journey from an influencer to an Influential Advocate. Recognizing influencer efforts and integrating them into your business builds trust and reinforces the mutual relationship you are building. Relationships are based on the overall brand experience. Progression from an occasional influencer to an Influential Advocate does not happen by chance. It is the result of integrated efforts across all channels. The journey from daily interactions from the brand team on social channels, to in-store marketing efforts, to the personal experience and connection they have with your brand, will ultimately determine the overall value and ROI an Influential Advocate can have on your business.
The Journey from Influencer to Advocate
The Ciceron Approach EFFORT
20% You
80% Ciceron
30% You
70% Ciceron
30% You
70% Ciceron
40% You
60% Ciceron
• Identify target customers and their factors of influence • Identify influential conversations and communities where your target
customers reside • Map influencer persona(s) to target customer needs • Map desired influencer actions to business goals
Identify
• Identify and recruit influencers that fit the persona(s) • Create experiences to activate and energize influencers • Build relationships with influencers by offering something of value
Activate
• Encourage and enable easy sharing of brand messages to influencers’ network of fans and followers
• Integrate influencers into your business Scale
• Convert influencer actions into meaningful and actionable insights • Leverage insights to identify additional relevant influencers and
provide guidance on future initiatives Optimize
Source: Technorati Media 2013 Digital Influence Report
20%
27%
27%
28%
31%
31%
34%
56%
Google+
YouTube
Forums
BLOGS
Brand Sites
Retail Sites
Influencers Rally & Inspire Readers ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
Blogs tie with Facebook as the
#1 social resource most likely to
in2luence a purchase
Source: Technorati Media 2013 Digital Influence Report
20%
22%
24%
33%
38%
38%
50%
68%
Lack of standards in contracts, requirements, etc.
Number of inbound requests from brands
Brands not coming through with negotiated payments/products
Miscommunications or excessive back and forth with the brand rep
Negotiating rates
Brands not listening to your ideas about content that works for your audience
Number of irrelevant incoming pitches
Expectations by brands that my time is free
It is our focus on identifying, segmenting, and developing meaningful relationships with in2luencers that progress along a relationship continuum, ultimately resulting in advocacy for your brand.
Build a Meaningful Relationship INFLUENCER’S PAIN POINT WHEN WORKING WITH BRANDS
ü Identify and introduce new customers
ü Share brand content
ü Scale brand campaigns and promotions
ü Create original content (videos, photos, etc.)
ü Interact/respond to prospective customer questions
ü Share their experiences through stories
ü Make referrals and recommendations
ü Share ratings and reviews
ü Create testimonials
ü Assist in product development
Consumer trust is 58% higher for experts and peers when forming opinions about brands
What Can Influencers Do For You?
Source: 2013 Edelman Trust Barometer
Sample Work: Feeding America INFLUENCERS “DONATE” THEIR VOICE TO SUPPORT THE HUNGER ISSUE
Ciceron developed a series of mini-campaigns to generate awareness of the hunger issue and encouraged influencers to “donate your voice.” Influencers had access to social content, videos, images and statistics that they were asks to share with their network of family, friends and social connections. Inspired influencers… • Drove 5.3MM impressions • Contributed to providing 120,000
meals to those in need • Inspired nearly 60,000 views of
their PSA video
Sample Work: Delta Vacations INFLUENCERS PROVIDE ADDITIONAL EXPOSURE TO SOCIAL CAMPAIGN LAUNCHES
Ciceron identified key influencers within the travel, wedding and deal seeking communities to support and promote the Winter Sale and Social Fan Acquisition campaigns. Activated and engaged influencers helped deliver over 250,000 impression during the first week alone. Influencers continued their support throughout the campaigns by assisting in the growth of Delta Vacation’s fan base by 6,000 and boosting the average Facebook revenue by 45%.
Sample Work: Radisson Blu Aqua INFLUENCERS CONTRIBUTE TO A SUCCESSFUL OPENING EVENT
Ciceron created and executed a launch event that focused on targeting the right influencers to ensure the event was a success. Local VIP event influencers drove 260,000 impressions in two days Influencer activation and engagement helped to drive 20MM impression over a 2-month period Activated influencers continue to engage through social conversations and content, driving reach and impressions for the brand
Ciceron Influencer Marketing Services Include: ü Influencer Engagement Strategy
ü Influencer Relationship Management
ü Referral & Loyalty Programs
ü Rewards & Recognition Programs
ü Reputation Management Services
ü Staff Training, Policies & Corporate Integration
ü Day-to-Day Management, Execution, Measurement, Insights
& Program Optimization
ü Advocacy Strategy
ü Advocate Identification & Personas
ü Advocacy & Brand Ambassador Programs
Contact Us Today [email protected] 612.204.1919
Turn Influencers into Advocates
