How to Build an Influencer Program (That Gets Results)
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The document outlines steps to build an effective influencer program, emphasizing the need for clear targets aligned with corporate objectives and the importance of identifying relevant influencers. It suggests engaging influencers through defined stages, utilizing online tracking solutions to measure program effectiveness, and maintaining personal relationships for better impact. Lastly, it highlights the necessity of regular evaluation to demonstrate ROI and enhance program results.
How to Build an Influencer Program (That Gets Results)
- 1. HOW TO BUILD AN INFLUENCER PROGRAM (THAT GETS RESULTS)
- 2. There’s been a lot of talk about influencer programs lately.
- 3. Chances are, you’re already running one of your own...
- 4. <influe PR ncer_m Public corp comms arketin g> in Affairs ve ...though you sto rr ns ela o probably call it ati tio rel ns st aly something else. an
- 5. So if it ain’t broke... why fix it ?
- 6. ...because traditional influencer progr am s lack ru c s t ture
- 7. ...because traditional influencer programs are hard to scale
- 8. BECAUSE IT’S HARD ? TO MEAS RE URE SU objectives LTS against corporate
- 9. So, now that more and more consumer decisions are influenced by, er, nfluencers...
- 10. ...having a well- iled influencer program is pretty damn important* ! *how about boosting your brand awareness by up to 900% for starters?
- 11. So, here are a few steps to help you build an influencer program that gets results...
- 12. 1. Set your targets
- 13. What do you want to achieve? Increased market share? A different brand profile? ?
- 14. Set clear objectives for your influencer program, and align them to the wider objectives of your company. YOUR INFLUENCER PROGRAM YOUR COMPANY
- 15. Make sure these objectives are also aligned with your key metrics (so you know you’re on the right track)
- 16. 2. Identify your influencers (the right ones). 7’00” 5’6” 4’00”
- 17. Barack Obama is an influential guy, but probably won’t wax lyrical about your B2B SaaS solution, even if you ask nicely.
- 18. ! However, there are plenty of influential people who will...
- 19. and that’s not something that can be measured with a social media ‘score’...
- 20. Someone who is big in fashion may be less hot when it comes to cloud computing...
- 21. So target people who have topical influence in areas dear to your heart* *don’t know who they are? We can help you with that. [email protected]
- 22. 3. Define influencer engagement stages
- 23. In some influencer programs, influencers are assigned to you or your colleagues, and that’s it. STOP
- 24. s can work e thi t too LABLE Whil rea lly no jus t fin e, it’s SCA
- 25. Instead, move influencers through engagement stages in a steady stream
- 26. From unmanaged (a pool of identified influencers you’re not currently engaging with)
- 27. To managed (the group of influencers you are actively engaging with)
- 28. To “program managed” (where you can engage at scale with a bigger group of influencers)
- 29. Hint - measuring your targets against each one of these stages also lets you understand the value of your influencing activity among your managed influencers.
- 30. 4. Get your online listening solution in place 011011010110
- 31. You’re going to need an online tracking solution that can measure the objectives of your influencer program...
- 32. ...as well as surface “moments-of-influence” and “topics-of-influence” WHAT THE HELL ARE THOSE?
- 33. Moments-of-influence are those times when you can make a big impression on an influencer. Topics-of-influence are the topics growing in importance amongst your influencers.
- 34. Knowing these lets influencers know you’re relevant and worth engaging with, and allows you to measure the value of your program. $
- 36. Do your thing. We can’t tell you how to go about your engagement, but we do have some pointers:
- 37. Engage with influencers one at a time. +
- 38. Remember - this is a relationship, so keep it personal. Sending out an email with 100 other people BCC’ed is not personal* SEND *and it will show in your results
- 39. Choose the right tool for the job.
- 40. Meeting for dinner may be a more e ective influencing activity than, say, a tweet, but always try and match the activity to the moment.
- 42. Create a schedule to ensure you touch base with your influencers regularly.
- 44. It’s not fun and it’s not sexy, but registering your influencing acts allows you to understand and measure how e ective they are.
- 45. 6. Evaluate* *AKA the part where you impress your boss
- 46. If you’ve followed the steps so far, you should be able to demonstrate the ROI of your influencer program.
- 47. And with automation you’ll be able to influence more and get an even bigger return out of your program* *imagine if there was an app that could do all of this for you? [email protected]
- 48. So get influencing. (and thanks for your time!)
- 49. Want to know even more about influencer programs? Download our white paper here...
- 50. www.onalytica.com [email protected] @onalytica