The latest trend in Social Media - Influencer Marketing

Lisa Harrison • 07.04.17
The latest trend in
Social Media -
Influencer Marketing

Hello!
Passionate about:
media + internet + relationships = DIGITAL MEDIA
STRATEGIST!
My Mission:
“Create safe, supportive and structured social communities
online.”

Research
Aim:
To identify, examine and analyse
common elements in strategies
used by successful Australian
‘social media influencers’.
The project will seek to gain a
meaningful understanding of how
influencers have developed their
network/s and their professional
personal brand to gain
influence.

Research
Aim:
Pedagogical platform tertiary
students.
● personal branding
● digital legacy
But:
“Personal branding should be
taught in school from the age of
12”
Bernard Salt May 2016

What is Influencer Marketing?
Celebrity endorsements were the original form of influencer marketing, but in the
digital age of online connection, regular people have become online “celebrities” with
powerfully engaged social media followings.
Influencer marketing (also influence marketing) is a form of marketing in which focus
is placed on specific key individuals (or types of individual) rather than the target
market as a whole.
(wikipedia accessed 4th April 2017)

How to create an influencer strategy
Think of influencer marketing as simply
another arrow in your marketing strategy.
While it’s a different approach to brand
messaging, your influencer campaigns
should still align with your larger
content strategy and brand image so that
they enhance your overall brand
reputation.
You can also recruit influencers to
participate in content that you share or
cross-post on your own channels.

Ask yourself
1.Who are you trying to influence?
2.Who do your customers, prospects,
and community trust?

Then...
Find the right social media
influencer for your
campaign
Consider the three Rs of influence:
● Relevance: The influencer is sharing
content and developing a following
relevant to your business and the
particular market segment you want
to target.
● Reach: The number of people you
could potentially reach through the
influencer’s follower base that
would bring value to your business.
● Resonance: The potential level of
engagement the influencer can create
with an audience that’s valuable and
relevant to your brand.

The Five
Dimensions
1. Personal Attributes
2. Content Attributes
3. Outcomes Generated
4. Strategies
5. Network

Perception
● Perceived to have
authority, credibility and
trust.
Indicator
● Secondary indicators
Qualitative.
● Network sentiment
(surveys).

Contribution
● Creates compelling content.
● Compels reciprocity.
Indicator
● The SMI will contribute on
a regular; they share
resources, show and
instigate reciprocity
within their network.
● Shares, likes, retweets,
endorsements etc.

3. Outcomes Generated
Inspire Action
● Katz and Lazarsfeld (1955,
p. 3) defined the
fundamental characteristic
of an influencer as the
ability to ‘drive action in
another person’.
Niche/Relevance
● The SMI will inspire
members of their network to
take action (social or
commercial).
● Such as retweets, sharing
of content, website
backlinks, search.
● Offline actions and direct
sales.

1. Nikki Parkinson
2. StylingYou
3. Main platforms are
Blog, Instagram and
Facebook
4. Awards in both business
and blogging
5. The Remarkables Group

Tips for social media marketers

Trends in influencer marketing
ROI metrics
It ain't all about views and subscribers
any more.
Traditional marketing metrics leading to
inaccurate expectations and campaign
planning.
Cost per engagement models will provide
more accurate pricing and greater ROI for
influencer strategies.
unboxing
The Internet trend of showing photos or
video from the unpacking of a retail box
of some desirable product, such as the
latest laptop or portable music player.
Did you see the unboxing of the new
super-thin laptop?
#internet #unpacking #photo #video
#gadgets

Your tool kit
Klout – see all-in-one social scores
I don’t know about you, but hearing about
Klout back in 2011 marks the first time
I’d heard of a dedicated social influence
tool.
Klout is still one of the go-to options
for an all-in-one social score. It looks
at so many different social networks, and
so many data points.

The new tools
https://mention.com/en/media-monitoring/f
ind-influencers/
Find influencers
Identify the web users that matter most, and
engage with your company’s advocates.
http://keyhole.co/
1) Track keywords: Track multiple
keywords around topics you care.
2) Set up alerts: Get notified when
important events happen around your
tracked Hashtags/ Keywords/ Accounts.
3) Engage influencers: Find, rank and
engage relevant influencers based on
their followers, activities and impact.

Influencer
marketing best
practices for
social media
marketers
1. Reach out slowly
Twitter chats, Comment blog,
2. Create mutual value
Influencers must also derive value from
partnering with your brand
3. Go for a consistent look, feel, and
tone
Find someone who’s producing content with a
similar look and feel to your own, and whose
tone is appropriate for the way you want to
present your brand to potential customers.
4. Measure the results
Social media influencers should be able to
provide analytics and detailed reports on
the reach of their posts, but remember that
you’re also looking to track engagement.

The latest trend in Social Media - Influencer Marketing

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