Influencer Marketing in 2019: How to Create an Influencer Marketing Strategy That Generates Results

Wed, 14 Nov 2018 09:07:38 +0100

Website: https://nealschaffer.com/

Neal has been working in social media for ten years and focused on “The Business of influence”.

Social Media is a mindset

A new way of thinking about who can be an influencer and many ways of working with them.

https://twitter.com/TineSorensen/status/1062641422560645121

Attending #Spark conference pic.twitter.com/TiwfWMdKGw
— Tine Sørensen (@TineSorensen) November 14, 2018

Why is there still so much budget in traditional marketing? In other markets, small business does not have a website, but they use their instagram account and WhatsApp.

Influencer marketing should be a focus for 2019.

https://twitter.com/delay1/status/1062640675299176448

Budgets are not #digitalfirst @nealshaffer #spark @falcon pic.twitter.com/quJrEFtoBU
— Matthias «Delay» Göbel (@delay1) November 14, 2018

https://twitter.com/robertavaleria_/status/1062641147116429314

Go “people first”. Leverage people power to enhance organic reach @NealSchaffer @FalconIO #spark
— Roberta V. Cianetti (@robertavaleria_) November 14, 2018

Social media was made for people and not for business, that is why personal profiles get more traction than business pages.

Today everyone is a publisher. On instagram, twitter, etc. There is a democratisation on how information is communicated.

In this new age, everyone can be an influencer because people tell stories that brands can’t.

Generating Content is one of the greatest resources when working with influencers.

https://twitter.com/FalconIO/status/1062641796285689857

“How do you defeat the social media algorithms? You leverage people power." - @NealSchaffer on #InfluencerMarketing at #Spark pic.twitter.com/CJyxOMsu7a
— Falcon.io (@FalconIO) November 14, 2018

Rethink who an influencer can be

Influencer marketing is about community

Your community is always a smaller subset.

An influencer can help you reach a community that doesn’t trust you at the moment.

We should start with the publics closer to us, like employees and customers. Treat them like an influencer.The hard part is that it takes time to know people and being able to keep historical data on your relationship with so many people.

Start by mapping out this community.

Evaluate an influencer

Reach
Relevance
Resonance
Cultural fit
Relationship

Do an influencer audit.

https://twitter.com/MrsSchaerer/status/1062642999736328192

Totally agree with @NealSchaffer "Working with #influencers is not a one-night-stand, it's truly a marriage" - or at least it should be! #spark @FalconIO #InfluencerMarketing #influencerrelations
— Bianca Schärer (@MrsSchaerer) November 14, 2018

Content-centric influencer marketing

For B2B the focus is on building content

90% of the content that brands create is about themselves, not about their publics.

Events can be very powerful to engage with influencers. Have them as speakers or moderators, make them a part of the event and don’t just expect them to take interesting photos.

https://twitter.com/sabrodriguez1/status/1062646542358724608

There are 15 types of #influencer programmes according to @NealSchaffer - which are you adopting right now? #FalconSpark @FalconIO pic.twitter.com/bXdJEqjvmd
— Sabrina Rodriguez (@sabrodriguez1) November 14, 2018

The end game is to create a product. In china, the future seems to be having influencers collaborate in building products.

There are two ways of thinking, you can Buy influence, or you can BUILD influence. It comes down to “what’s in it for me?” So what can you provide the influencer? Not just money, it could be other resources or access to products. Help them grow their community for example, or give them a unique experience.

Don’t encourage cut and paste.

https://twitter.com/Jvesterager/status/1062649363497996290

“Working with influencers is to empower them to be authentic. They are NOT programmable marketing units.” @NealSchaffer #spark
— Jakob Vesterager (@Jvesterager) November 14, 2018

https://twitter.com/TineSorensen/status/1062650701539631104

... replaces nothing ... yet 😉 #spark @NealSchaffer Thank you for an interesting #Influencer talk pic.twitter.com/qC1cywMzWf
— Tine Sørensen (@TineSorensen) November 14, 2018

Publish First, Filter later

Tue, 05 Oct 2010 08:00:49 +0000

To solve the puzzle presented by the excess of information we adopted a series of mechanisms to gather and organize online content.

Search Engines were one of the first tools used, they index all the information and content they can find, to later gather it based on our search term and organize it by hierarchy according to both relevance and the website’s credibility which in turn is set by a private algorithm.

Useful as they may be, search engines are not a magic solution. Digg and Delicious are a different approach to solving the same problem: they both allow users to gather and organize information as they see fit.

However, the excess of information is not just a problem in organizing and filtering information, it also poses a problem regarding the maintenance and quality of that information. Wikis are one way to keep information accurate, allowing users to take charge and giving them a simple way to correct imprecisions and omissions.

All and all, we have moved from a single solution where large search engines presented the information we searched for, to a more diversified option where groups os users do their best to keep information organized and accurate. Each of these solutions as its shortcomings, but together they seem to be working well enough.

The idea of “publish, then filter” comes from Clay Shirky in the book “Here Comes Everybody”.

Digital Insanity Magazine by Bruno Amaral

Influencer Marketing in 2019: How to Create an Influencer Marketing Strategy That Generates Results

reset your mindset for social media marketing

Rethink who an influencer can be

Content-centric influencer marketing

Publish First, Filter later