Influencer marketing is a form of marketing that has emerged
from a variety of recent practices and studies, in which focus is placed on
specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have
influence over potential buyers, and orients marketing activities around these
influencers and turning them into Brand
What are the key steps in the planning and implementation process?
What are the best practices for identifying, qualifying, and engaging
How is influencer marketing best measured?
STEP 1:Finding Brand AmbassadorsLocate the following;
word-of-mouth by influencers (harder to measure)
educators on or offline
testing and feedback from specific groups (that can both test and gather
creation (blogging, reviews, videos)
The more information your Brand Ambassadors have to share and the more
interaction with the brand, the more likely they are to interact.You want to have someone who runs the program
and interacts with the Brand Ambassadors on a regular basis. Whether you choose
to run this on Google + or a private Facebook group, you want to keep Brand
Ambassadors informed and part of the brand family.
Brand Ambassadors like being
compensated in cash or gift cards. Many brand programs are based on
non-monetary incentives like gear, notoriety, access to network, etc. That
being said, if you are not paying your Brand Ambassadors, you really don't need
to 'boot' them from the group for poor performance. Rather let them hang and
keep in the loop, decide how much participation they would like to contribute,
then compensate accordingly.
STEP 4:Measurement Track the following;
with brand on brand's social
on their social
photos with brand featured on website
social pages to your website
mentions of learning about product through ambassador
online with brand mentioned (number of views)
Be engaged with your Brand Ambassador group
regularly. And, customize incentives with a better understanding of who your Brand
Ambassador’s really are and what they care about in alignment with your goals.
Recipes For Restaurateurs is a blog produced by Duke Marketing, LLC. which specializes in marketing for multi-unit and franchised restaurant organizations. Visit us online at:
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