Adding reach to your content with influencers and employees
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Example strategy around proving value of using influencers and employees in your content marketing distribution
Adding reach to your content with influencers and employees
- 1. Online Influencers Outlining the advantages of using influencers in content marketing Social Analysis Owner John Hunter @johnhunteruk 17 April 20181 @ johnhunteruk uk.linkedin.com/in/johnhunteruk
- 2. Benefits of using influencers Social Analysis Owner John Hunter @johnhunteruk 17 April 20182 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)
- 3. Using Ohanians source credibility model for influencer selection we can show the three main types of influencers Social Analysis Owner John Hunter @johnhunteruk 17 April 20183 A鐃rac鐃ve Class Elegance Beauty Sexy A鐃rac鐃veness Dependability Honesty Reliable Sincerity Trustworthy Trustworthiness Experience Knowledgeable Quali鍖ed Skills Expert Exper鐃se Credibility impact Opinion Leader Non expert In鍖uen鐃al Large following Celebrity-esque Public speaker Con鍖dent Opinion Former Expert Experienced Recognised by peers Credited Respected Ambassador Expert Employees as advocates Main Types of Influencers Selection Process
- 4. To assess influencers we can extend Ohanians model for influencer selection scoring Social Analysis Owner John Hunter @johnhunteruk 17 April 20184 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
- 5. Employees may have small influence but together with marginal gains can offer the same impact as a high profile influencer Social Analysis Owner John Hunter @johnhunteruk 17 April 20185 Employee as Advocates Employees as advocates resourcing 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 Employees general Leaders
- 6. Summary Social Analysis Owner John Hunter @johnhunteruk 17 April 20186 Influencers should be used as part of the whole amplification plan, incorporating paid, owned and earned. Incremental reach Owned Channels Paid Earned Advocacy Viral In鍖uencer network ATL / BTL Display / PPC Social Web / Social Site branding
- 7. Social Analysis Owner John Hunter @johnhunteruk 17 April 20187 APPENDIX
- 8. Further influencer profile description Social Analysis Owner John Hunter @johnhunteruk 17 April 20188 Recognised expert or leader in their 鍖eld, High in鍖uence level on social media. Expert and/or leader Credible source Well known or key 鍖gure Recognised in industry or by peers Con鍖dent 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 鍖eld may this be a niche area that we could use to write/ghost write content for. An expert in their subject area Contributes to signi鍖cant organisa鐃on change or improvement Is a member of recognised consulta鐃on panels or boards Held in high regard amongst industry leaders Not essen鐃ally digital savvy Experts (opinion formers) Employees at any level who have a good understanding of social media Digital aware and comfortable In鍖uen鐃al social pro鍖le Con鍖dent and capable with communica鐃ons Brand advocate Employees as advocates (opinion followers)