Influence Marketing | Danny Brown & Sam

Fiorella
How to Create, Manage, and Measure Brand Influencers in Social
Media Marketing
SummarybyLeoneSalom

1. Logic and Reason

Influencer marketing is a form of marketing that has emerged from a
variety of recent practices and studies, in which focus is placed on
specific key individuals rather than the target market as a whole. It
identifies the individuals that have influence over potential buyers, and
orients marketing activities around these influencers.
Influence is a force created by one person or entity that causes a
reaction in or by another.

1.1 The 90-9-1 Rule

In most communities 90% of users are followers who seek information
but never or rarely contribute, 9% of the users contribute a little, and the
final 1% account is the holy grail of traditional influence marketing
because this small active group commands the attention of their larger
community.
Develop specific content marketing and sales attics based on the
immediate need of the community in order to identify:
-primary market: target all influencers and invite them to an exclusive
event
-secondary markets: include specific call to action to share information.
the result is that the awareness is high but the sales low because there is
a disconnection between audience willingness to accept a
recommendation and their willingness to take action on it.

1.2 Focusing on the Customer, not the Influencer

-What is the exact profile of the target customer ready to buy?
- What are direct line influencers in the lives decision makers?
- What are the emotional, social, political, and financial factors that play
in the decision making process?

2. Influence and the Human Psyche

Timing, placement, product, and revelance all play a key part in whether
a brand message is accepted and shared by the influential targets. We
make decision based on logic yet allow these decisions to be overridden
when emotion comes into the equation because people are emotional
creature. The using of emotional triggers in promotional messages is
twice successful as rational messaging (respectively 31%, 16%)
The Ikea Effect - The perception of value increases on projects that
people build on their own versus buying prebuilt products and placing
them in a household instead.
We do not do something because we love it; love comes from the act of
doing something = feel pride and accomplishment.
The connected consumer prefers pull marketing techniques that are:
-simple
-make them feel involved
-involve researching their purchase decision
12for12k and Emotional Guilt - make customers feel emotionally
guilty for doing something.
Emotional Marketing - the ability for the marketers to connect with
customers on an emotional level can result in both longevity for a
business and ongoing loyalty and advocacy from customers. the problem
is how to identify the opportunities and connect meaningfully.
how to measure online emotions:
- break down distinctions between key grammatical areas
-identify emotions linked to each part of the sentence
-learn the intent behind someones statement
-determine if intent converts in action
Emotional Resource wins over Controversial Disconnect - when a
person in emotionally invested in a brand or product because of the
positive sentiment invoked within them, this can result in them choosing
to continue their relationship with that brand despite controversy around
some of the brands other activities.
Success comes from Advocacy:
-refer friends, family and colleagues

-improve and satisfy the customer life cycle with your brand
The rise of social media has provided anyone who wants to be heard with
the tools and platforms to be heard. this has created an ecosystem of
various layers of influence.
Which influencers is the right one?
humans do not fall in love because someone tells them they have to fall
in love; it simply happens one the right emotional connection has been
made.
-first level: awareness but not strong connection to the brand or its
product
-second level: emotional resonance = connection with the customer and
true advocacy.

3. The Rise of Social Media

The correlation between word-of-mouth and social media has seen many
businesses implement social into their overall marketing strategy.

3.1 Logic, Branding, and Influence

A social media experts should invest the centre of his time on content
because it is the type found on blogs where it is transmitted the exact
kind of messaging for which it wants to be recognized an respected.While
Twitter restricts messaging to short staccato bursts of information, a blog
post can be as long or as short as the publisher feels necessary. The
bloggers are allow to benefit of a far stronger editorial point o view,
which in turn helps attract the exact.

3.2 A Question of Two Cultures

In 2012, one of the fastest growing markets in Europe was e-commerce
and the online sales totalled was just over $255 billion across the main
European countries in 2011. If one thing has changed significantly in
recent times, its the way we shop as consumers.

3.3 The Shift to Social Media and Rise of Citizen Influencers

There is no question social media has introduced some key factors into
todays business world - on dialogue, increased consumer awareness,
and accountability, for example - but the truth is, social media is still just
an added component to the bigger business picture. Businesses now
actually measure campaigns effectively and determine where their social
media expenditure is successful and where they can cut budgets for
weaker result. This integrated approach yields impressive result for the
brands that approach social media marketing holistically.

3.4 The New Personal Relationship Dynamic

Consumers have become more interconnected with each other through
social channels, with create myriad opportunities to disrupt the path,
size, speed, and impact of that snowball. We have identified three major
shifts in communications: degree of separation, degree of relationship,
and degree of publicity. These shifts have dramatically impacted how
people engage with each other and played a disruptive role in not just
word-of-mouth but general marketing effectiveness.
3.4.1 Degree of Separation
Today, thanks to technology and social networking, the U.S. population is
more likely all connected by only three degrees of separation as reported
in Contact and Influencers, a study conducted by Manfred Kochen. Social
Media has amplified this concept by providing more immediate
connection between people. Jojan Ugander conduct a study that proved
Facebook users were only 4.74 intermediaries apart (some say it is
actually 3 degrees).
3.4.2 The Five Degrees of Social Relationship

Tier
First
Secon
d
Third

Categorization
InnerCircle

Description
PersonalContacts(family,friends,coworkers)
Contactswithfrequentpersonal
SocialFriends
communication
Acquaintances
Contactsinfrequentorpastfriendship
Impersonalrelationship(nofacetoface
Fourth FollowersCollegues
connection
Followers
Impersonalrelationship(nofacetoface
Fifth
Competitive
connection

RelationshipActivity
Inperson
Digitalgathering(socialnetwork)
Infrequentcontactthroughsocialnetwork
Impersonalactivity(followaTwitter
account)
Impersonalactivity

3.4.3 The Degree of Publicity - Online Networks

People have grown accustomed to sharing every aspect of their personal
lifes

The three degrees together describe how much we are

exposed to many more Influencers

4. The current Influence Model and

Social Scoring
4.1 The Carnegie Principle
People truly are the lifeblood of any successful business. This includes
employees as well as customers
- Become Genuinely interested in other people.
- Smile
- Remember that a persons name is, to that person, the sweetest and
most important sound in any language.
- Be e good listener. Encourage others to talk about themselves
- Talk in terms of the other persons interest.
- Make the other person feel important - and do it sincerely.

4.2 The Marketing Shift From Brand to Consumer

Prior to social media business had to follow a certain path to access the
thoughts of their customers:
- Qustionnaires on a website
- In-store promotion
- Outbound telephone calls
- Emails
If the budget allowed, focus groups could be used because by working
directly with customers.

4.3 The People Paradigm

Audience
Application

Acceptance
Amplification

4.3.1 Audience
You need an audience ready to receive your message. Paid media offers
the benefit of having others identify your audience (Google Pay Per Click
allows you to target by demographic, location), while Facebook Ads uses
its insights algorithm to identify how many people your ad will reach
based on the information you feed into its filter. With organic media the
audience needs to be found and cultivated (Klout, Kred, Peerindex, Ecairn
Conversation, and others offer specific services to help you identify your
audience).
4.3.2 Acceptance
You have your audience to accept your message, and once you succeed
in do it, it needs to trust the medium you are using. A generic ad can not
build trust, it may spark desire, but desire does not always lead to a
purchase. The influencers can increase the like hoof of a message being
accepted.
4.3.3 Application
The message be planned until the last detail.
4.3.4 Amplification
Ensure the message cuts through the clutter and finds its way to the ears
and eyes of your target audience.

4.4 The Power of One

Is the ability of one person to shape the thoughts and desire of many.
This has changed the way brands look at marketing their products and
services. The problem is how to attract these influencers particularly in
the B2c market where social media adoption is currently more
widespread.

4.5 Klout - social scoring platform

Creates a profile of you on its site, and then assigns a score to you
between 1 and 100 based on an algorithm. This score is made up of
several metrics: How active you are online, hoe much amplification you
have when it comes to having your message shared by others, and the
perceived influence of those with whom you are connected. The more
you have of each of those metrics, the higher your influence will be.
Klout initiates this process via your Twitter account and uses the
information.

4.6 Kred - social anlytics

is a competitor of Klout where users could give a recommendation of
someones influence.

4.7 PeerIndex
Measures a persons influence by three core metrics: Activity, Audience,
and Authority. They avoid the kind of spam and gamed aspects of social
scoring. By choosing these metrics PeerIndex looks to concentrate more
on relevance and insights, which proponents of social influence, as well
as marketers, place more value on.

4.8 Empire Avenue

Helps brans connect with relevant influencers by mimicking the stock
market, only virtually.

4.9 eCairn Conversation

Specializing in community and influencer marketing, they stay away from
the ramification approach of other social scoring platforms and
concentrates more on raw data and context to identify almost half a
billion influencers across hundreds of industries and topics. They scans
the social web to identify like-minded individuals that are both connected
to each other and talking about similar topics.

5. Situational Influence: A New Model

for a New Era
The end result of any good marketing effort is to identify, engage, and
nurture the most qualified prospects, ensuring the leads generated drive
the highest customer acquisition rate.

5.1 Trend Current

Business models and methodologies are constantly evolving to adapt to
consumer trends, technological advance, and socio-economic changes.
The key is to stay ahead of consumer needs and preferences so that your
product, operations, and marketing are ready when consumers make the
shift. Today we have the advantage of Big Data that help to collect and
store consumer data.
To measurably and effectively generate business value from influence
marketing, we must first understand and navigate the disruptive forces
created by social media and the pervasive technologies.

5.2 Gravity
We are humans in business and humans do not like change, yet our
markets, buyers and competitors are changing as we speak
Today, the media, business, and software vendors seem stuck on the
notion that social network amplification is an effective baseline for
influence marketing strategies.

5.3 Repositioning the Customer at the Center

Fishermans Influence Model - applying the concept of casting net to
catch the most fish to Influence Marketing strategies, which suggests
that leveraging those with the largest following and reach among large
social communities will drive the greatest brand awareness and,
eventually, a purchase.
The model can help identify potential influencers and their communities,
which in turn may be used as the basis for further research and analysis
into those relationships and their context. That additional insight and

data may help create a more targeted customer acquisition campaign to

fill the sales funnel with better leads. This is certainly a better strategy
than sending product samples to a mass of loosely qualified followers.
Now lets consider what happens when we shift this universe to position
the customer at its centre. When customer is placed at centre, an
entirely new universe opens up. In this universe, the people, institutions,
technologies, and communities that impact purchase decisions orbit the
customer.
Customer-Centric Influence Model - identifying product or service
decision makers, the micro-influencers in their social graphs, and aligning
influence marketing campaigns around their interaction throughout the
decision-making process.

When marketers orient their campaigns and technologies around the

influencer, the focus becomes their attempt to drive awareness. Placing
the customer at the centre forces us to look at the decisions he or she
makes and what impact those decisions.
Once the communities and they influencers are identified, the
manufacturers marketing team attempts to educate, encourage, and
incentivize the chosen influencers to broadcast encouraging brand
messages though the influencers media channels and social channels. In
the Customer-Centric Influence Model,by using social monitoring
technologies, the marketing team first looks at trending topic and

sentiment of conversations within the target communities. Once

grouped, they can drill down to the individuals engaged within those
conversations.

5.4 Situational Influence

Situational Influence is the external or societal factors that surround a
community and consciously or subconsciously influence the nature of
their interpersonal interactions such ad geography, religion, or
economics.
Understanding the profiles of consumers and those they engage with
more personally in their social graphs is only step one in the CustomerCentric Influence Model.
5.4.1 Communities
The nature of the relationship or conversation between people morphs
when they are experienced in different communities.
5.4.2 Economic
Economic forces, defined as personal, business, or national financial
considerations, that afte affect purchase decisions made by consumers,
also interfere ith the normal communication path between influencers
and consumers.
5.4.3 Social and Cultural Groupthink
Groupthink is a psychological phenomenon that describes how the need
for harmony within a social group forces its members to assume a belief,
opinion, or attotude, even when some leaders provide a genuine
evaluation of the virtues of the alternative.
5.4.4 Personal Ideology
It is an increasingly disruptive role in influence marketing (politics and
religion).

5.5 Situational Factors

Personal circumstances such as household finance, lifestyle, and
relationships that influence the decision-making process of individuals
within communities.
5.5.1 Personal Situational Factors
The Consumers familial situation is a key disrupter to a marketers brand
messaging and call to action.
5.5.2 Environmental Situational Factors
The enviromentals, both physical (geography) and digital (devices),
where brand messages and recommendations are received.
5.5.3 Emotional Situational Factors
emotions or the emotional state of a consumer might have the most
effect on consumers final decision-making process.
5.5.4 Life Cycle Situational Factors
Where customer is in the purchase life cycle of a product, because a
consumer in the needs identification or awareness stage react differently
to an influencers message than someone at the decision stage.

5.6 Micro-Influencers
it is a businesss opportunity to exert true influence over the customers
decision-making process as opposed to macro-influencers who simply
broadcast to a wider, more general audience.

5.7 Geofencing
Is the influence marketing tactic of identifying where the prospective
customer is in the purchase life cycle, and the profiles and roles of microinfluencers who impact their decision-making process as filtered in
various situations and situational factors.

5.7.1 Community Identification

- Identify communities engaged in discussions around specific keywords.
- Define social graph
- Vetting you groups for fake profiles and for categorization
5.7.2 Situational Analysis and Factors
- Identify nature of conversation in each communities
5.7.3 Identification of Customer and Micro-Influencers

6. The Consumer Decision-Making

Process

How do a consumers make a decision to purchase a product when

presented with a recommendation?

6.1 Missing Data Inputs

How do consumer behaviours impact their buying decisions in the
markets business are attempting to influence? First collect psychographic
data, such as personality, values, attitudes, interests, and lifestyle, as
well as demographic information including the age, gender, location.
Developing full customer profile using this data has served to better
understand the customers activities, interests and opinion.

6.2 Conflicted Decisions

Is the choice one makes when faced with several alternative opinions.
When faced with these decisions, consumers turn to a variety of
conscious and subconscious inputs such as past experiences, personal
feelings and attitudes, peer recommendations, lifestyle, and social
pressures to accept or reject the desire or need to make the purchase.

The purchase decision-making process typically starts when a consumer

perceives a need. The need could be the result of a problem that needs
an immediate solution.

Identifying the catalyst of the decision-making process can have a

dramatic impact on the success of an influence marketing campaign.
When a problem has been identified, consumers instinctually move into
the three stages of the consideration value process:
-Seeking Value: active search for solutions to the problem in order to
gather all the data required.
-Assess Value: identifying and comparing the available options and input.
-Buying Value: consumers make the final decision to purchase a product
based on all the available information gathered and vetted against
personal circumstances and decision-making criteria.

6.3 Psychological Factors Disrupting Decision-Making

Processes
6.3.1 Motivations Disrupt Decision-Making Processes
The motivation is often linked to our basic human needs. Subconsciously
purchase decisions are driven by basic survival instincts:
- Self-preservation: avoid pain and protect themselves
- Love and Belonging: be associated with a group or a community.
- Achievement, Status, Prestige: meet realistic goals.
6.3.2 Personality Disrupt Decision-Making Processes
Understanding the personality of the target and larger audience allows
influence marketing campaigns to avoid such public debates by carefully
crafting the context of the message that is being shared on the context
and relationships of the geofenced community selected.

6.3.4 Attitudes Disrupt Decision-Making Processes

Often, attitudes are formed by the values and beliefs we learned from
childhood or shaped through interaction with our peers. Attitudes are
difficult to form and more difficult to alter.
6.3.4 Social Proof Disrupts Decision-Making Processes
The decisions may still be made emotionally, justification is now being
negotiated between social and logical connections. Turning to social
media references, recommendations, and peer reviews has become an
automatic step for most people when making a purchase decision.
6.3.5 Lifestyle Disrupts Decision-Making Processes
Is more easily recognised and menages through influence marketing.
Social classes do not tend to change frequently during the lifecycle of the
consumer.
6.3.6 Perception Disrupts Decision-Making Processes
Can be swayed in different directions based on the combination of data
sources available or how they are organised by the consumer. The
challenge for marketers is that consumers selectively choose what they
pay attention to and the information they are willing to accept.
6.3.7 Family Influence Disrupts Decision-Making Processes
The family unit is where most people acquire the attitude and perception
that guides their purchase decisions when alone.

6.4 Cognitive Dissonance

A feeling of personal discomfort that results from holding two conflicting
beliefs.
Identifying cognitive dissonance in existing customers allows marketers
to pinpoint the micro-influencers that may help alleviate the tension and
sway their belief toward a feeling of satisfaction with the purchase and
possibly even advocacy.

6.5 Purchase Life Cycle

7. Reversing the Social Influence Model

Influence paths - The pathways that a brand message or
recommendation takes after it is issued by a marketing campaign or
influencer. Such paths can be direct (from the business to the influencer
to the decision maker) or indirect (from the business to the influencer but
disrupted and altered based on other peer reviews or situational factors)
resulting in an unpredictable outcome in the desired effect on the
purchase of products or services.
Macro-Influencers - individuals, businesses, or media, with a large, active
social following comprised of people with whom they have a loosely
defined or unknown relationship
Micro-Influencers - Individuals within a consumers social graph, whose
commentary, based on the personal nature of their relationship and
communications, has a direct impact on the behaviour of that consumer.
Our need is to identify, segment and monitor the purchase life cycle. The
Goal is to create group profiles that represent common prospect profiles
at specific purchase stages by gathering data from those we can identify
and analyze. These group profiles are used ad a baseline from which
marketers can continue to add and modify based ongoing campaign
results.

two prospects: customer already but might purchase ageing, and

customer of the competitors but might be convertible

7.1 Importance of Text Analytics to Reverse Engineering

Influence
Reverse engineering the influence path from the decision maker to those
who influence their purchase decisions by analysing conversations and
profile data of the prospect audience.
Text Analytics - the practice of deriving meaning from the written word.
For business today, text analytics is the process of acquiring and
converting large volumes of text-based content into quantitative and
meaningful insights that support marketing operation.
The software must be able to:
- Identify the type of dialogue
- Identify the platform
- Parse the data to determine the subject matter, sentiment, intent, and
attitude of the author and any historical context.
- Interpret and provide grammatical analysis, natural language
processing, computational linguistics
- Determine semantic orientation of data to segment the data and intent
based on conjecture, opinion.
- Identify the various people communicating across multiple social
channels around specific themes.
- Identify the publicy available and connect that data to determine
relationships between people.

- Create and save specific groups of people according to common topics

of interest or conversations.

7.3 Identifying the Purchase Life Cycle

The goal is to impact the purchase decision instead of simply increasing

brand recognition.

7.4 Creating Linguistic Maps

Linguistic Maps - using text analytics and natural language processing
through social media monitoring platforms to identify specific words and
phrases used in combination or in specific patterns that indicate a
predisposition toward purchasing (or not) a product or service based on
where the customer is in the purchase life cycle.
Once the purchase life cycle stages have been determined, linguistic
maps must be built around each stage.

Solutions: Coveo, Lexalytics, Smartlogic

7.5 Charting Relationships

Pick specific profile from the linguistic map of each purchase lifecycle
A. Identify the profile of the decision maker: who is in their social cycler?
Who is engaging the prospect on the topic? The relationship of those
engaged - the context of those discussions
B. Map the user social graph
software: Sysomos, Nimle, oneWube, Traackr, LiveFyre, Appinions - help
track the prospects registered contacts and those they engage with.
C. Social graph and linguistic maps - define geofencing

7.6 Identifying Situational Factors

- Identifying situational factors impact the context of the conversation
between macro and micro-influencer and the prospect
- Predict changes in factors to change compaigns

7.7 Customer Relationship Management Software

Nimble - advanced customer relationship management software that
combines contact management, unified communications, activity
management, and social listening into a sales and marketing workflow
that enables businesses to translate social contacts into actionable and
measurable engagement.

8. Managing Social Influence Paths

Reach the right person with the right message at the right time.

8.1 Emotional Contagions

We can convert influence marketing from brand to sales conversion when
we understand the impact of local, personal connections over global,
impersonal connections.
The concept of emotional contagion, which references the publics
tendency to catch and spread the feeling and associated behaviour go
those they are in close proximity to has become an important aspect of
influence marketing. (ex. If one or more of your friends has an iPhone the
likelihood that you will buy an iPhone is 2X the baseline. If two or more of
your friends have an iPhone, it is 5X the baseline).
The level of enthusiasm, passion, or emotion perceived in the public
commentary of an influencer has a direct impact on how often an
audience will share that message with their peers.
Marketers need to predict emotional contagion and design messages to
boost emotional contagion across embers of inner circle.
Micro-influencers are influenced by macro-influencers. So choosing the
right macro-influencer can create emotional contagion to smaller
groups.

8.2 Rethinking Macro-Influencers

Earlier we established that broad amplification by macro-influencer was
not an effective tool to drive measurable sales conversions, yet here we
are attempting to identify and solicit them. Influence marketing is
evolving to a stage where specific transactions and reactions can be and
must be linked to the influencers outreach.

The messages broadcast by macro-influencers may reach the prospects

social graph but not necessarily he inner circle of micro-influencers. We
need to identify the typical micro-influencers that are most capable of
influencing that specific community.

8.3 Mapping the Influence Paths

(cap 10
oneQube
Appinion)
Using a platform in order to map the best paths

8.4 Predicting Influence Paths

Once the target audiences social graphs have been mapped, we can
start to analyse the live conversation occurring between specific groups
of people to manage the influence paths and possibly predict where new
paths may emerge or how current paths may change.

There is a positive correlations exist between situational factors and the

flow of social communication between people and among groups of
people.

The social web has become so unmanageable that most businesses and
software just can not know which posts and users to prioritise, which
query should go to which campaign for best resolution, and so on.

8.5 Purposeful Influence Marketing

There are two types of marketers in business:
- Performance marketing: generates sales
- Brand marketing: increase Net Promoter Score (a measure of customer
loyalty and advocacy-positive or negative- that is generated from the
customers perceived relationship and experience with a business)
Both are required for a business to succeed.

9. The Four Ms of Influence Marketing

- Product - goods or services desired by a customer
- Price - determining factor of a companys success in marketing
- Promotion - Pr, ads, sales, personal relationship selling
- Place - distribution channels and how easy it is for a potential customer
access to the product
We can add three other disciplines to the 4P mix:
- Physical evidence - relates to branding
- Process - aligns marketing machine with the rest of the company
- People - companys employees and front-facing staff
Influence Marketing cares less about promotion and more about peer-topeer or person-to-person. It is less about place and more about tolerance
and context. That does not mean the 4P will become irrelevant because
god marketing will always need strong strategy and tactic building in
order to have a great mix of product, price, promotion and place. The
difference now is that the consumer is more agile than ever before.

9.1 The Changing Nature of Predictive Influence

As we can see from the moment a message leaves a brands marketing

team to the moment it creates an action by the customer, it is highly
probable that the message will be interrupted.

9.2 The 4 Ms of Influence Marketing

- Make: brand can identify the exact moment a promotion or campaign
tipped and who caused the ripple effect.
-Manage: to truly secede it needs to be managed from before the
campaign starts to after the campaign end and beyond. Relationships
need to be nurtured; messaging needs to be messaged; positioning
needs to be scoped.
- Monitor: through dedicated tools, marketers and brand managers can
begin to understand who and what are offering the greatest ROI where
they need to adapt brand message, and which influencers are actually
influencing the decision process at any given time.
- Measure: of its success or failure.

9.3 Identifying the path of the Persona

Every campaign needs to start in the Tricke Phase. This is where the
message is first disseminated, and the direction the message takes from
here determines whether it is successful. This stage offers many
distractions and for this reason it could be useful segmenting the
personas into the three key segment of the influencer circle: decision
maker, micro-influencer, and extended community (followers, fans,
listeners).
then we move to the Ripple Phase where the influencers community has
picked up the brands message and is now disseminating it through their
own communities, essentially creating a ripple of brand awareness and
promotional messaging.

9.4 Activating the Influencer

Once a brand has identified the core audience it is going after with each
specific campaign, the next stage is to activate the influencer that is
right for that message.

Influence marketing is not about having the largest follower base to the
loudest voice; it is about making the customer the influencer and
working back from here, identifying the context behind their purchase
decisions. The first filter is to identify which influencer is right for your
campaign.
- Demographic: age, sex, locale of your audience.
- Timescale: To run a truly effective influencer campaign, it needs to be a
constant part of your strategy.
- Platform: social media is ubiquitous (onnipresente).
- Reaction History: understanding the reaction history of your audience
ensures your messages is seeded at the tight time and with the right
influencer.
- Influencer: Utilizing the right influencer from the start is the key.

9.5 Managing the Influencer

Is driven by the goals a brand sets for the campaigns duration and
beyond, if an influencer relationship is to be continued for future
outreach and promotions. The biggest benefit is the increased likelihood
of the switch from brand influencer to brand advocate.

- Prouct: offer support, be clear and have enough excess amounts of your
product for the influencers community to receive and test a sample if
requested.
- Knowledge: the ability to check information and facts with the clock of a
mouse has made consumers savvier than ever before.
- Calendar: cultivate a longer-term vision and one that establishes the
influencer as a core part of a brands ongoing marketing efforts and
team.

- Message: wording and execution. Brands need to adapt their message

to the influencers natural tone while keeping the core promotional points
front and center. Read the influencers blog and understand their topics.
- Platform: use insight to determine which platform is best.
- Alternatives: Success within social media is built on the ability to adapt
quickly to unforeseen market reactions.
- Feedback: listen which other approaches could be used in future
campaigns.

9.6 Monitoring Influencer Campaigns

- Awareness
Blog posts about your campaign
Social shares and updates
News articles
Media interviews and pitches
Mentions of your company or product
- Reaction

- Action

Visit to your company website or landing page

Newsletter subscribers increase
Increased traffic to offline properties
Increased search queries
Peer recommendation
Increased social Followers
Withe paper download
Seminar and webinar attendance
Affiliate sign-up
Purchase

9.7 Influence Metric

9.7.1 Brand

9.7.2 Influencer

4D of Influence Marketing:
1. Make
2. Manage
3. Monitor
4. Measure
Platforms:
http://www.trendspottr.com/ (Make and Monitor)
- predict viral content
http://www.oneqube.com/ (Make, Manage, Monitor, Measurement)
- identify macro- and micro- influencers

Articles:
A Framework for Content Marketing & Influencer Strategy
http://traackr.com/blog/2014/07/content-influence-framework/
Influencer Marketing Strategies and Templates
http://contentmarketinginstitute.com/education/the-complete-guide-toinfluencer-marketing-strategies-templates-tools/

Build a Lean Influencer Marketing Strategy: 3 Types of Tools (Read)

http://contentmarketinginstitute.com/2014/05/build-influencer-marketingstrategy-tools/
Influencers: people who have an established credibility and audience;
they are able to persuade others by virtue of their trustworthiness and
authenticity. Influencers can be bloggers, customers, industry experts, or
even celebrities.
Advocates are not necessarily influencers. Advocates may truly love your
company or products (and even share their opinions with others), but
advocates dont have industry credibility and/or the reach required to be
influential with large numbers of your audience members.
Influence Marketing Tools:
Full list: http://list.ly/list/HGE-influencer-marketing-tools
1. Content campaign tools: manage complete process
* TapInfluence (Cool Influencers - from discovery to analytics)
* BzzAgent (not cool, spammy)
* Markerly (seems cool, but lack analytics)
* Influitive (not cool, poor SaaS)
* SocialChorus (cool Advocates SaaS)
* Ivy Worldwide (not cool, poor SaaS)
2. Discovery and connection tools: influencer discovery
* Visible Technologies (Agency)
* CMP.LY (not cool)
* Commun.it (Twitter community management)
* Traackr (Influencer management and discovery - Analytics?)
* Little Bird (not cool)
* GroupHigh (Influencer management and discovery - Analytics?)
* Insightpool (not cool)
3. Distribution tools: distribute content
* InPowered
* GaggleAMP
* HubSpot

* Buddy Media
4 Tactics for Managing Your Army of Influencers
http://contentmarketinginstitute.com/2014/08/tactics-managinginfluencers/
Tactics:
1. Create a one-page outline of your program objectives and key
performance indicators (KPIs).
2. Develop an easy tracking system for your influencers and their
content.
3. Be meticulous about setting up simple processes and procedures at
the get-go.
* Have a one-page blog process flow document that describes the
necessary steps, from start to finish
* Have pre-written influencer outreach emails (dont forget to
personalize though!)
* Create an editorial style guide that you can distribute to your
influencers which includes the accurate and formal names and spellings
of your products, any necessary disclosures, key themes or highlights
you like to feature on your blog, best practices for social posts, etc.
* Create a calendar of activities that youd like to target for the year in
one simple timeline format.
4. Treat influencers like clients, not employees
Sponsored Content Disclosures
http://blog.markerly.com/the-3-golden-rules-to-sponsored-contentdisclosures
A Content Marketing Plan for Turning Your Influencers Into Partners
http://contentmarketinginstitute.com/2014/03/content-marketing-planinfluencers-partners/
Includes email templates
How to Find Perfect Experts to Interview on Your Website
http://news.business-news-blog.eu/how-to-find-perfect-experts-tointerview-on-your-website/
How to pitch bloggers

http://www.convinceandconvert.com/content-marketing/9-tips-toperfectly-pitch-your-guest-blog-post/
Stuff to analyze:
http://www.grouphigh.com/ebooks/