using data for influencer marketing, loic moisand - social fresh east 2014
DESCRIPTION
Social Fresh Conference http://socialfreshconference.comTRANSCRIPT
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