using data for influencer marketing, loic moisand - social fresh east 2014

IS YOUR WORD OF MOUTH WORKING FOR OR AGAINST YOU?

MAKING SOCIAL A SCIENCE

People are tired of

ADVERTISING

They want a different relationship with

BRANDSOrganizations embraced

SOCIAL MEDIA

BRANDS ARE INCREASING THEIRSOCIAL MEDIA BUDGETS

2011$1.8

Billion

2016$5 Billion Social Media

Management Technology

Agency Fees for Social Media

Integrated Campaigns on Social Networks

BUT MANY OF THEMARE DOING IT WRONG

INFLUENCER MARKETING ISN’T JUST ABOUT CREATIVITY.

IT’S A SCIENCE. $

€

£

AND IT INVOLVES

ALL DEPARTMEN

TS IN THE ENTERPRISE

PR

MARKET RESEARCH

MARKETING

CUSTOMER SUPPORT

CUSTOMER EXPERIENCE

TOP MGMT

SOCIAL MARKETERS MUST START TO SPEAKCEO LANGUAGE

BRINGING SOCIAL TO THE BUSINESS MEANS TARGETING INFLUENCERS

INFLUENCER Influential For You

TARGET AUDIENCE

KEY KPI #1INCREASE CONVERSIONS

INFLUENCERS

KEY KPI #2Amplification Rate

KEY DEPENDANCY Connecting Data +

Systems

=

CASE STUDY

TARGET AUDIENCE

ACTIVE

ENGAGED

20 Million +

5 Million

1,000

Connected the 1000 influencers to the CRM and customer support center Offered samples and sent targeted emailsAmplified their message through TV and Radio

1,000 people recommending the product that influenced x million buyers40% of all buyers were influenced by a social media campaignX% of visitors coming to their website that came through social mediaX% of the target audience actually bought the product

SUCCESS

#1THE RIGHT TEAM PEOPLEPROCESSQUOTA ‘s

#2 SEGMENT YOUR AUDIENCE

DETRACTORS

INFLUENCERSTARGETED AUDIENCE

LEADS

FANS

ADVOCATES

CUSTOMERS

#3 INCENTIVIZE

INFLUENCERS TO

DO MORE FOR YOUR BRAND

Female, 18-25Has a dog

Loves Nissan

Incentives Deals Rewards

BRAND OUTREACH

CASE STUDY

XXX XXX XXX

“Being able to tap into, and make sense of, the fresh, authentic voice of our customers is a powerful driver for positive change.”

Vaqar Khamisani, Microsoft UK

KEY TAKE AWAYS