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Working With Influencers
#influencemktg
JOHN SUMSER
Principal Analyst
@johnsumser
+1.415.683.0775
keyinterval.com#influencemktg
Why This Matters
Market Fragmentation
Limits to Reach
Limits of Content Marketing
Lead and Brand Development
Building Word of Mouth
Influencers
Everyone Is An Influencer:Insight
Trend Spotting
Suggestions
Recommendations
Point of View
Some Are More Influential Than Others
NYT: The Cost of Buying Someone’s Soul
Kinds of Influencers
Drives Opinion Thru Media (Social/Otherwise)
Family
Friends
CoWorkers
Local Experts
Industry Luminaries (Pundits, Bloggers)
Journalists
Analysts
Celebrities (Beyond The Industry)
Picking Your Targets
CharacteristicsApproachable (Willing)
Reach (Followers)
Relevance (Search/Tags)
Congruency (On Your Page Already)
Use HRmarketer Software for Discovery / Tracking
If They Are Worth Your Time, They Are Busy
What Do You Want?
AwarenessMeasured in Reach, Brand Recognition
Increased Brand VisibilityMeasured in Web Traffic
ConnectednessMeasured in Partnerships
Thought Leadership
Risks
Review Relevance ThoroughlyInfluencers Can Change Ideas
Investigate Other RelationshipsHow Has It Worked Elsewhere
Consider ContractsMore Binding is Less Effective
Guilt By AssociationLook Closely
Effectiveness
Not a Panacea
Requires Sustained Investment
Continuously Monitor and Evaluate
Programmatic Works Best
No Magic Bullet
What’s In It For Them?
Money?
Status/Prestige?
Visibility/Celebrity?
Brand Augmentation?
Actual Influence?
Most Influencers Like To Influence
Network Effect (Helping Their Network)
Pet Projects
Editorial Direction
Product Input / Development Insight
Actual Influence vs Perceived
Bottom Line
Know What You Want – Tangible Goals
Limit and Focus Your Outreach
Understand Them
Know What’s In It For Them
Build a Sustained Program
Make a Continuous Investment
Possible Forms
Tight (Single Point) vs Loose (Board)
Events
Content Production
Integrated Into Content
Don’t Forget: #influencemktg
Cases
Dice
CareerBuilder
KeyInterval.com
Vendor – Practitioner Gap
Vendors End up w/ Bad Design Inputs
Practitioners Get Bad Experience
We Map The Terrain
Practitioners
Vendor Relationship
Implemen-tation
Technology Stack
Data Strategy
Software Engagement
(Love)
Purchasing Process
HR Budget
User Adoption
Metrics
Process Effectivenes
s
JOHN SUMSER
Principal Analyst
@johnsumser
+1.415.683.0775
keyinterval.com
