online influencers add reach to content marketing

Online InfluencersOutlining the advantages of using influencers in content marketing

Social Analysis – Owner John Hunter @johnhunteruk – 04 March 20151

@johnhunterukuk.linkedin.com/in/johnhunteruk

http://www.twiter.com/johnhunteruk

uk.linkedin.com/in/johnhunteruk

Benefits of using influencers


• Incremental reach with little spend

• Improving Trust (Nielsen study)

• Assists creating a lighthouse brand identity

• Increase employer brand profile (employee influencers only)

• Upskilling for digital communications (employee influencers only)

Using Ohanian’s source credibility model for influencer selection we can

show the three main types of influencers


•Attractive

•Class

•Elegance

•Beauty

•Sexy

Attractiveness

•Dependability

•Honesty

•Reliable

•Sincerity

•Trustworthy

Trustworthiness

•Experience

•Knowledgeable

•Qualified

•Skills

•Expert

Expertise

Credibility impact

Opinion Leader

•Non expert

• Influential

• Large following

•Celebrity-esque

•Public speaker

•Confident

Opinion Former

•Expert

•Experienced

•Recognised by peers

•Credited

•Respected

Am

bas

sad

or

Exp

ert

Employees as advocates

Main Types of Influencers Selection Process

To assess influencers we can extend Ohanian’s model for influencer

selection scoring


Category Subcategory Yes / No Scale Score

Attractive No 2 0

Class No 2 0

Elegance No 2 0

Beauty No 2 0

High follower reach No 5 0

Dependability No 3 0

Honesty No 3 0

Reliable No 3 0

Sincerity No 4 0

Trustworthy No 5 0

Experience No 5 0

Knowledge No 2 0

Qualified No 4 0

Skilled No 2 0

Expert No 5 0

TOTAL 0

Influencer Rating

Strong profile - look to build relationship A FALSE

Good profile - look to build relationship B FALSE

Average profile - only selct if relevant to content C FALSE

Low profile - do not select None TRUE

Attractiveness

Trustworthiness

Expertise

Employees may have small influence but together with marginal gains can

offer the same impact as a high profile influencer


Employee as

Advocates

Employees as advocatesresourcing

Results from using employees as advocates and 3rd parties

Internal experts / thought leaders

Company

makers

Partners

Bloggers

Campaign reach

Incremental reach

Company makers

Directors

Experts

Ambassadors

Employeesgeneral

Leaders

Summary


Influencers should be used as part of the whole amplification plan, incorporating paid, owned and earned.

Incremental reach

Owned Channels

Paid EarnedAdvocacy

ViralInfluencer network

ATL / BTLDisplay / PPC

SocialWeb / SocialSite branding


APPENDIX

Further influencer profile description


•Recognised expert or leader in their field,

•High influence level on social media.

•Expert and/or leader

•Credible source

•Well known or key figure

•Recognised in industry or by peers

•Confident and comfortable with digital/public speaking

•Regularly invited to speak at events on behalf of EDF E in his/her subject area

Ambassadors

(opinion leaders)

•Employees who are experts in their field may this be a niche area that we could use to write/ghost write content for.

•An expert in their subject area

•Contributes to significant organisation change or improvement

•Is a member of recognised consultation panels or boards

•Held in high regard amongst industry leaders

•Not essentially digital savvy

Experts

(opinion formers)

•Employees at any level who have a good understanding of social media

•Digital aware and comfortable

•Influential social profile

•Confident and capable with communications

•Brand advocate

Employees as advocates

(opinion followers)

online influencers add reach to content marketing

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