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Let’s Talk Influence.

Let’s Talk Influence. Influencer Marketing. Influencer marketing 101 How to identify key influencers Tips for launching an influencer effort Metrics for evaluation. BowStern is:. An integrated Marketing firm. Tallahassee-based. Inc. Magazine Fastest Growing Companies. Influencers.

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Let’s Talk Influence.

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  1. Let’s Talk Influence.

  2. Influencer Marketing • Influencer marketing 101 • How to identify key influencers • Tips for launching an influencer effort • Metrics for evaluation

  3. BowStern is: An integrated Marketing firm Tallahassee-based Inc. Magazine Fastest Growing Companies

  4. Influencers 74% of people depend on social influencers to help guide their decisions Digital Marketing Institute

  5. Influencers 101 • Influencers are…human beings • Expert level of knowledge or social influence • Brands work with influencers to sway consumer decisions & perception

  6. Influencers 101 • Macro vs micro Influencers • Most common tool: Instagram • Compensation structures • Trade • Paid ad

  7. Influencers 101 • Highlight Service + Change Perception = • Increase in ridership / funding

  8. Let’s See it in Action

  9. Case Study: Uber NYC Summer Influencer Marketing Campaign Goal: Promote Uber’s car transportation service in NYC during the Summer months.

  10. Case Study: Uber NYC • Approach: • Partnered with 18 Instagram influencers • Total of 32 sponsored NYC-centric posts, utilizing the tag @uber_nyc and hashtag #uberpartner

  11. Case Study: Uber NYC

  12. Case Study: Uber NYC

  13. Case Study: Uber NYC • Results: • Instagram influencer campaign generated • 229K likes • 3K comments • Avg engagement rate of 4.6%

  14. But What About Buses?

  15. Case Study: OCTA Orange County Transportation Authority (OCTA) Goal: OCTA wanted to spread the word about improved local public transportation by harnessing the power of local social influencers

  16. Case Study: OCTA Approach: Partnered with 8 relevant social media influencers to create original, customized content promoting the use of their brand, OC Bus.

  17. Case Study: OCTA

  18. Case Study: OCTA • Results: • 170k unique impressions • Over 11k clicks from visitors wanting to learn more • Hundreds of positive engagements about the OC Bus brand

  19. How to I.D. Influencers

  20. Identifying Influencers • STEP 1: Campaign Goals • WHAT do you want to accomplish? • STEP 2: Dial in a Budget • STEP 3: Find your Influencers • WHO do you want to reach? • Type of person / Local vs tourist

  21. Identifying Influencers • Manual • Direct search using personal / business accounts • Influencer Platforms (Recommended) • Search by follower count & location • Age range • Keywords used in content

  22. Influencer Outreach

  23. Influencer Outreach • Have authentic dialogue • Cover compensation at the beginning • Provide tools / resources for samples posts • Have plan ready before initial outreach

  24. Influencer Outreach • Provide Campaign Brief • Goals & Objectives Recap • Post Guidelines • - Content specs (links / hashtags / promo codes) • - Frequency and timing of posts • Contract

  25. Tips & Tricks

  26. Influencer Tips & Tricks • Create a timeline. You want groupings of influencers posting around the same time. • Give influencers freedom to be creative. • Layer in measurement capabilities.

  27. Influencer Tips & Tricks • Engagement is Priority • Less than 1% = low engagement rate • Between 1% and 3.5% = average engagement rate • Between 3.5% and 6% = high engagement rate • 6% + = Stellar!

  28. Local Examples

  29. Sample Influencer Campaign: Foodie Focus Example: Tampa Foodie Influencers @thekitchensourceFoodie influencer in Tampa Florida. Can form partnership with him + local restaurants & create buzz around best foodie spots to go to along HART routes using hashtag #iHARTtampa. If person goes to restaurant and shows their bus ticket, they get 10% off or similar type of discount. Can be used for bus route as well as TECO Line Streetcar System

  30. Sample Influencer Campaign: Theme Park Bloggers Example: Orlando Mom Blogger Influencer Utilize influencers in Orlando Florida with best theme park tips. Can have them post about different bus routes and how much easier it is to take the kids to Disney, Universal + Other theme parks this way vs driving and having to park. Can encourage them to share links to maps and schedules on social media accounts and sponsored blog posts

  31. Sample Influencer Campaign: Ecofriendly Influencers Example: Pensacola Nature Enthusiast Partner with influencers who are passionate about eco-friendly living and nature. Have them share photos of their favorite nature spots along bus routes, while also talking about the economic impact of taking public transportation.

  32. Influencer Activation • Campaign Ideas • Game Day (Seasonal) • Beach Goers • Mom Bloggers • Festival / Events

  33. Did it Work?

  34. Influencer Measurement • Goal: Visibility • Track influencer post impressions • Measure overall reach

  35. Influencer Measurement • Goal: Engagement • Cost Per Engagement (CPE) • - # likes, comments, shares influencer posts received

  36. Influencer Measurement • Goal: Pass Sales / Usage • Track sales directly if influencer is linking to a “Shop Now” page (purchase tickets here, etc). • Can use influencer promo code • Ridership increases during campaign

  37. Next Steps

  38. Now what? • Start small (i.e. – seasonal service) • Know your target audience • Utilize influencer search tools • Prepare prior to outreach (i.e. - campaign brief) • Get creative with partnerships!

  39. Questions? • Kelly Robertson, APR • krobertson@Bowstern.com • 850-339-1336

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