The Business Impact of Influence
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This document discusses influence and influencer marketing. It defines different types of influencers and challenges in measuring influence. The process of an influencer marketing campaign involves listening to identify influencers, measuring their reach and impact through analytics, and measuring campaign success. A case study example for DFS in Hong Kong is provided where influencers were identified and scored on reach, engagement, relevance and amplification to select the most effective influencers for the campaign.
The Business Impact of Influence
- 2. What is Influence ? Brand Influencer Level 1 Influencer Level 2 Consumers @madhurisen
- 3. What are the challenges? • How do we measure influence for different brands? • How do we tackle influencers with small or no digital presence? • How can we identify the most relevant and effective influencers based on the campaign objective(s)? • How can we quantify influence as a means to drive greater impact for the brand? Influence popularity TVmagazine radio digital linkedinwhatsapp blogspot facebook twitter traditional news social search @madhurisen
- 4. Types of Influencers brand advocates competitor advocates products industry category specialist Influencers related to your brand (e.g. Alcatel) Influencers related to your competitors (e.g. Samsung) Influencers related to your products or services (e.g. Smartphones) Influencers related to your industry (e.g. telecommunicati ons) Influencers related to a relevant category conversation (e.g. gadgets, wearable tech, etc) @madhurisen
- 5. Major business impact points of influence 1. Brand Value 2. Trust 3. Revenue @madhurisen
- 6. The process of mapping influence Listening Analytics Measuring Success @madhurisen
- 7. 7 • Identify the key influencers and audiences talking about the industry, brand and it’s competitors. • Identify key messages and sentiment of content a b o u t t h e b r a n d , competitors and the industry. Listening Share of Voice Sen-ment Amplifica-on Relevance SOV out of 100 Of all known influencers in network, influencers receive an SOV score based on their share of total coverage, buzz or interest. Sen@ment score is rated on a scale of 0-‐100 0-‐20: Explicitly Nega@ve 21-‐40: Implicitly Nega@ve 41-‐60: Neutral 61-‐80: Implicitly Posi@ve 81-‐100: Explicitly Posi@ve Amplifica@on score rated on a scale of 0-‐100 Amplifica@on based on how frequently the news ar@cle or social men@on is shared. Relevance score rated on a scale of 0-‐100 Relevance is based on penetra@on of top keywords provided by client and related to brand or campaign. Sentiment The process of influence or Influencer Score Brand Resonance Score @madhurisen
- 8. 8 The process of influence Reach Goal (reach 3,00,000 relevant audience) Individual influencer 1 goal (2,00,000) Individual influencer goal (75,000) Individual influencer goal (25,000) Image courtesy: www.lovesdata.com Analytics • Measure the reach and amplification of your identified influencers and ensure they match with your brand reach and amplification goals. • Create KPIs and goals based on inputs based on the listening results (e.g.: Using Google Analytics) @madhurisen
- 9. 9 The process of influence Brand association pre campaign Elite brand Unknown brand Brand association post campaign Elite brand Unknown brand Measuring Success • Measure Brand Index scores, Google Analytics leads, Net promoter score to identify what went well and what did not Secondary sources: Primary sources: @madhurisen
- 10. 10 The output Brand association pre campaign Elite brand Unknown brand Brand association post campaign Elite brand Unknown brand 0 2000 4000 6000 8000 10000 12000 14000 16000 0 1000 2000 3000 4000 5000 6000 7000 News Coverage Volume Social Buzz Volume Search Interest Volume During campaign Popularity Trend NEWS SOCIAL SEARCH Brand Index SCORE 49.34 NEWS SOCIAL SEARCH Brand Index SCORE 79.24 Brand Index SCORE Pre campaign Post campaign measurement @madhurisen
- 11. Case Study – DFS (APAC) Background DFS wanted to create a connect with its potential customers in the beauty, fashion and make-up space in Hong Kong. Challenge Cost of creating a nationwide campaign was enormous and estimated to be less effective due to a mass approach and not a niche approach. Solution WE I&A identified the key influencers in the that particular market who are more likely to create and share content on fashion and make up. Measuring the influencers on the 4 parameters viz. Reach, Engagement, Relevance and Amplification, the influencers were allotted a unique influencer score which was on lines of Net Promoter Score (NPS) to rank and prioritize the influencers. @madhurisen
- 12. THANK YOU Madhuri Sen, Managing Director, India [email protected] +91 226198 1002 Contact• Social Media‚ If you have any questions about this document, or would like more information, please contact: http://on.fb.me/1dO8Hab @madhurisen