How to build a Influencer Marketing Plan

Carole Lamarque . @caroberry

Influencer Marketing

Twitter @caroberry & @youmen_be

The Customer Obsessed Marketing Agency


Who’s Who?


YOUMEN & LINKMAN

We Sharpen Your marketing challenge, the new way.

We Share

We help your teams implement Influencer Marketing by transferring knowledge

We Commit

We are committed to your results, we strive like business owners

Building your story in a digital world Linkman is a creative and results-driven digital agency which delivers integrated campaigns. We are strong at creating content strategies and building communities


YOUMEN TEAM

27

Client Centric Innovator

Fred Vanderheyde

Digital Content Obsessed

Philippe De Puydt

“Ut vestibulum lesuada Lorem

Ipsum m lesuada Lorem”









YOU?

Marketing Innovation Obsessed

Carole Lamarque

Join the team!


Why does this matter

to you?


WHY DOES THIS MATTER TO YOU?

Word-of-mouth recommendations are the primary factor behind 20-50% of ALL purchasing decisions – McKinsey

20-50% of ALL purchasing decision

+20%



73% of Millennials feel it’s their responsibility to help their friends and family makes smart purchase decisions – Fleischman-Hillard and Hearst Magazine

73% of Millennials feel it’s their responsibility decision

73%



Brand advocates are 70% more likely to be seen as a good source of information by people around them – MarketingCharts

Advocates are an excellent source of information 70%



90% of advocates write something positive about their purchase experience – McKinsey

Advocates write positive messages 90%



In the mobile-phone market, for example, the research observed that the pass-on rates for key positive and negative messages can increase a company’s market share by as much as 10% or reduce it by 20% over a two-year period, all other things being equal. – McKinsey

Negative messages can reduce market share by 20%

-20%



12% increase in brand advocacy on average generates a 2X increase in revenue – Harvard Business School Press

2x more revenue

+12%


Why are you not doing it?


Start doing it!

Only 20% of brands are using advocate and referral programs in their marketing –MarketingCharts

Only 20% do it day! 20%


Who is an influencer?



Are you an Influencer?

76

By working with them you're able to distribute your massage the right way, at the right time, and through them you will also access the right people

2. Who expresses a contextually relevant message

They can help your brand to build credibility by guiding you to produce content that truly meets the needs of your consumers, because they are so close to reality and people

3. That is meaningful enough

Not an organization Not Stakeholder

Management Not PR

1. It’s a Person

Research findings suggest that more than 90% of all

consumers read online reviews before they buy

4. To elicit action from others


When would you need it in your marketing plan

1 Brand Awareness How might we increase share of voice and boost positive brand mentions?

Crisis Management How might we reduce the negative impact of a communications crisis?

Product Launch How might we generate buzz and drive interest

for a new product?

Lead Generation How might we follow

prospects and generate high quality leads?

2

4 3


What’s your unfair advantage?


What’s your Unfair Advantage

Product Leadership

Build a better product, for which customers will pay a

premium

Solve the client’s broader problem & share

in the benefit

Achieve the low cost position on product and service

support

Customer Intimacy

Operational Excellence

Product Differentiation

Customer Responsiveness

Operational Competence



Influencer marketing model?


Influencers Selection

Potential Energy Influencers ca. 400 - Engagor & Rediant6

Energy Influencers 39 – Selected based on Engagor Figures

Energy Influencers 20 Selected based on Screening

on Social Profile

Authority on Social Media

Household Hackers


Influencer Segments

MY ONLINEAUDIENCEIS THE SIZEOF TEXAS

MY OPINION IS WORTH MORE THAN GOLDIN MY SPACE

MY NAMEIS MY EQUITY

I FORM ANDCOMMUNICATECREDIBLEINSIGHTS

MY BELIEFMAKES MEMOVE MOUNTAINS

I WROTE ATEXTBOOKON MYSUBJECT

I’M ANRESPECTEDAUTHORITYWITH AN AGENDA

I STIR THE POT ANDCREATE HEALTHYDEBATE

MY ONLINEAUDIENCEIS THE SIZEOF TEXAS

I HAVE QUICKSOLUTIONS TO EVERYDAYISSUES

I LIKE TOCONNECTDOTS ANDCREATELINKS

1. CELEBRITY

6. ACTIVIST 7. EXPERT 8. INSIDER 9. AGIATOR 10. JOURNALIST 11.HOUSEHOLD HACKERS

2. AUTHORITY 3. CONNECTOR

5. ANALYST

4. PERSONAL


Influencer Impact

REACHAUDIENCE SIZE

RESONANCEENGAGEMENT POWER

RELEVANCECONTEXTUAL FIT


A B

C DNEGATIVES ACTIVISTS

STAR INFLUENCERS INFLUENCERS

POSITIF

NEUTRAL

NEGATIV

ES

(reach, resonance, relevance)

SEN

TIM

ENT

0 1 2 3 4 5 6 7 8 9 10

IMPACT

Influencer Matrix



Influencer Passport

PASSPORT

Customer, Obsessed, Marketing, Agency

WHAT’S YOURINFLUENCE

B

Anne Billson > CELEBRITY

SENTIMENT

neutral

TERITORY: Brussels

collaboration


Influencer Deep Dive – Example

Project Manager de ma vie, Community Manager de mon chien, CEO de mon foyer. Mes tweets n'engagent que moi, sauf si j'ai bu.

Motivation:

Description:

Name : Florence Manente Influencer Type : Authority Nick Name @Flexyflow

“Madame Internet, blogueuse et maman.”

Behaviour:

High Low

Reach

High Low

Resonance

High Low

Relevance

Positive Negative

Sentiment

Yes No

Collaboration

NL FR

Language

Numbers - Twitter Followers : 5024 -  Linkedin: +500 connections -  Blog : flexyflow.be


Which content do you need? BUYAWARENESS

virals

poll

AB

contests

branded stories

games

testimonials

ç

community forums

èreviews

infographics

articles

press releases

how to

trend report

white paper

case studies

ratingseventsenews

demo videos checklist

product features

calculationswebinars

ENTERTAIN

CONVINCEE

DUCATE

INSPIRE


SUMMARY ‘HOW IT WORKS?’

40

Objective

Awareness - Understanding – Consideration - Buy

Define content & relevant influencers

Aligned Marketing timeline

Creative production & distribution

1

3

2

4


Integrated Marketing Plan


Influencer Message Framework

INSIGHTINSIGHT

TIMINGPRIORITY

INSIGHT

INSIGHT

TO

BRANDOR NOT TO

BRAND

INSIGHT

INSIGHT

PROOFPROOF

PROOF

PROOF

PROOF

PROOF

Company insights Reason to believe Logo signature


INSIGHTINSIGHT

TIMINGPRIORITY

INSIGHT

INSIGHT

TO

BRANDOR NOT TO

BRAND

INSIGHT

INSIGHT

PROOFPROOF

PROOF

PROOF

PROOF

PROOF

MESSAGES

MESSAGESMESSAGES

MESSAGES

MESSAGES

MESSAGES

CELEBRITY

ACTIVIST EXPERT INSIDER AGIATOR JOURNALIST HOUSEHOLD HACKER

AUTHORITY CONNECTOR PERSONAL ANALYST

Influencer Message Framework


Who did it before?



The Launch of Yelo A story of conversation management






































































Redbull

A succes story


A succes Story

The launch of Red Bull has been the most successful beverage launch of the last decade.

It´s success is due to partnering a quality product

with well-thought out original communication strategy.

Which resulted in establish Red Bull, not as fashion phenomenon, but as premium brand with continues growth.


CANS

0

200

400

600

800

1000

1200

1400

US sales (in million units)


Brand Positioning


Brand Positioning

personality of Red Bull:

• Self-confidence • Witty, charming • Polarising • Unpredictable • Innovative • Self Ironic • Intelligent • Nonconformist


Doing things Differently

An innovative and unique product needs an innovative and unique communication strategy.

So for Red Bull we questioned everything.

Category Packaging Distribution strategy Communication strategy. Price


One Brand One Product

In order to put the entire focus on this one product, this one can, this one brand.

No diversifications. No licenscing.

No brand-merchandising. No umbrella brand.

We said:


Absolute Premium Price

Red Bull´s real product benefits justified a premiumprice. It is by far the most expensive non-alcoholic drinkon the market.

Red Bull is 3 to 6 times more expensive than Coke.



Communication Concept

Sampling

Event Marketing

Opinion Leader Marketing

Above-the-line Advertising

To build up awareness and image

To support credibility of the product and The brand

To prove that the Brand is up-do-date and different

To convince consumers


Above the line advertising

Aim of the campaign is to reflect the brand personality: Cheeky, witty, self-ironic, unpredictable and unique.

While the distinctive execution style helps

establish it as beyond fashion.

Red Bull gives you wings.


Opinion Leader Marketing

Opinion Leaders, especially in the sport and cultural area, are a perfect target group for Red Bull.

Red Bull develops relationships with them

and treat them like friends.

Red Bull worldwide has over 250 agreements with top athletes, but not one written contract.


Event Marketing Red Bull´s event marketing also covers both areas, sports and culture, through a variety of events like

Flugtag, Creative Contest, Music Academy, Local Hero Tour and many more.

Red Bull doesn´t sponsor events, Red Bull creates,

organizes and supports new, innovative and image building events.


Sampling

Sampling is done by highly motivated and welleducated emloyees of Red Bull and not “professional”

promotion teams.

Their briefing is simple: Find tired and exhausted People.They do it in a charming, non offensive way. All we

give them is the product, a free range of clothes and a tiny, but very attractive sampling car:





A day in the life of a blogger








Thank you