How to build a Influencer Marketing Plan

The Customer
Obsessed
Marketing
Agency
Influencer Marketing
Twitter @caroberry & @youmen_be
Carole Lamarque . @caroberry

Who’s Who?

YOUMEN & LINKMAN
We Sharpen
Your marketing challenge, the new way.
We Share
We help your teams implement
Influencer Marketing by transferring knowledge
We Commit
We are committed to your results,
we strive like business owners
Building your story in a digital world
Linkman is a creative and results-driven digital agency
which delivers integrated campaigns. We are strong at
creating content strategies and building communities

YOUMEN TEAM
Carole Lamarque
27
Fred Vanderheyde
Client Centric
Innovator
Philippe De Puydt
Digital Content
Obsessed
“Ut vestibulum
lesuada Lorem
Ipsum m lesuada
Lorem”
“Ut vestibulum
lesuada Lorem
Ipsum m lesuada
Lorem”
“Ut vestibulum
lesuada Lorem
Ipsum m lesuada
Lorem”
“Ut vestibulum
lesuada Lorem
Ipsum m lesuada
Lorem”
YOU?
Marketing Innovation
Obsessed
Join the team!

Why does
this matter
to you?

WHY DOES THIS MATTER TO YOU?
20-50% of ALL
purchasing
decision +20%
Word-of-mouth
recommendations are the
primary factor behind
20-50% of ALL purchasing
decisions
– McKinsey

73% of Millennials
feel it’s their
responsibility
decision 73%
73% of Millennials feel it’s
their responsibility to help
their friends and family makes
smart purchase decisions
– Fleischman-Hillard and Hearst
Magazine

Advocates are an
excellent source of
70% information
Brand advocates are 70%
more likely to be seen as a
good source of information by
people around them
– MarketingCharts

Advocates
write positive
90% messages
90% of advocates write
something positive about their
purchase experience
– McKinsey

Negative messages
can reduce market
share by 20%
In the mobile-phone market, for
example, the research observed
that the pass-on rates for key
positive and negative messages
can increase a company’s market
share by as much as 10% or
reduce it by 20% over a two-year
period, all other things being
equal.
– McKinsey
-20%

2x more revenue
12% increase in brand
advocacy on average generates
a 2X increase in revenue
– Harvard Business School Press
+12%

Why are you
not doing it?

Start doing it!
Only 20%
do it day! 20%
Only 20% of brands are using
advocate and referral
programs in their marketing
–MarketingCharts

Who is an influencer?

Are you an Influencer?
2. Who expresses a
contextually relevant
message
By working with them you're
able to distribute your
massage the right way, at the
right time, and through them
you will also access the right
people
3. That is
meaningful enough
They can help your brand to
build credibility by guiding
you to produce content that
truly meets the needs of your
consumers, because they are
so close to reality and people
76
1. It’s a Person
Not an organization
Not Stakeholder
Management Not PR
4. To elicit action
from others
Research findings suggest that
more than 90% of all
consumers read online reviews
before they buy

When would you need it
in your marketing plan
1 Brand Awareness
How might we increase
share of voice and boost
positive brand mentions?
Crisis Management
How might we reduce the
negative impact of a
communications crisis?
Product Launch
How might we generate
buzz and drive interest
for a new product?
Lead Generation
How might we follow
prospects and generate
high quality leads?
2
4 3

What’s your
unfair advantage?

What’s your Unfair Advantage
Product Leadership
Build a better product, for
which customers will pay a
premium
Solve the client’s broader
problem & share
in the benefit
Achieve the low cost position
on product and service
support
Customer
Intimacy
Operational
Excellence
Product
Differentiation
Customer
Responsiveness
Operational
Competence

Influencer marketing model?

Influencers Selection
Potential Energy Influencers
ca. 400 - Engagor & Rediant6
Energy Influencers
39 – Selected based on Engagor Figures
Energy Influencers
20 Selected based on Screening
on Social Profile
Authority on Social Media
Household Hackers

Influencer Segments
2. AUTHORITY 3. CONNECTOR
4. PERSONAL
MY ONLINE
AUDIENCE
IS THE SIZE
OF TEXAS
MY OPINION
IS WORTH
MORE
THAN GOLD
IN MY SPACE
MY NAME
IS MY EQUITY
5. ANALYST
I FORM AND
COMMUNICATE
CREDIBLE
INSIGHTS
MY BELIEF
MAKES ME
MOVE
MOUNTAINS
I WROTE A
TEXTBOOK
ON MY
SUBJECT
I’M AN
RESPECTED
AUTHORITY
WITH AN
AGENDA
I STIR THE
POT AND
CREATE
HEALTHY
DEBATE
MY ONLINE
AUDIENCE
IS THE SIZE
OF TEXAS
I HAVE QUICK
SOLUTIONS
TO EVERYDAY
ISSUES
I LIKE TO
CONNECT
DOTS AND
CREATE
LINKS
1. CELEBRITY
6. ACTIVIST 7. EXPERT 8. INSIDER 9. AGIATOR 10. JOURNALIST 11.HOUSEHOLD HACKERS

Influencer Impact
REACH
AUDIENCE SIZE
RESONANCE
ENGAGEMENT POWER
RELEVANCE
CONTEXTUAL FIT

Influencer Matrix
SENTIMENT 0 1 2 3 4 5 6 7 8 9 10
A B
INFLUENCERS STAR INFLUENCERS
C D
NEGATIVES ACTIVISTS
NEGATIVES NEUTRAL POSITIF
IMPACT
(reach, resonance, relevance)

Influencer Passport
PASSPORT
Customer, Obsessed, Marketing, Agency
WHAT’S YOUR
INFLUENCE
B
Anne Billson
> CELEBRITY
SENTIMENT
neutral
TERITORY: Brussels
collaboration

Influencer Deep Dive – Example
Name : Florence Manente
Influencer Type : Authority
Nick Name @Flexyflow
Reach
Resonance
Project Manager de ma vie,
Community Manager de mon chien,
CEO de mon foyer. Mes tweets
n'engagent que moi, sauf si j'ai bu.
Motivation:
Description:
“Madame Internet,
blogueuse et maman.”
Behaviour:
High Low
High Low
Relevance
High Low
Sentiment
Positive Negative
Collaboration
Yes No
Language
NL FR
Numbers
- Twitter Followers : 5024
- Linkedin: +500 connections
- Blog : flexyflow.be

Which content do you need?
AWARENESS BUY
è
virals
AB
poll
contests
branded
stories
games
ç
testimonials
community
forums
reviews
infographics
articles
press
releases
how to
trend
report
white paper
case studies
ratings
enews events
demo videos checklist
product
features
webinars calculations
ENTERTAIN
CONVINCE
EDUCATE
INSPIRE

SUMMARY ‘HOW IT WORKS?’
40
Objective
Awareness - Understanding –
Consideration - Buy
Define content &
relevant influencers
Aligned Marketing
timeline
Creative production
& distribution
1
3
2
4

Integrated Marketing Plan

Influencer Message Framework
Company insights Reason to believe Logo signature
INSIGHT
INSIGHT
TIMING
PRIORITY
INSIGHT
INSIGHT
TO
BRAND
OR NOT TO
BRAND
INSIGHT
INSIGHT
PROOF
PROOF
PROOF
PROOF
PROOF
PROOF

Influencer Message Framework
MESSAGES
AUTHORITY CONNECTOR PERSONAL ANALYST
INSIGHT
INSIGHT
TIMING
PRIORITY
INSIGHT
INSIGHT
TO
BRAND
OR NOT TO
BRAND
INSIGHT
INSIGHT
PROOF
PROOF
PROOF
PROOF
PROOF
PROOF
MESSAGES
MESSAGES
MESSAGES MESSAGES
MESSAGES
CELEBRITY
ACTIVIST EXPERT INSIDER AGIATOR JOURNALIST HOUSEHOLD HACKER

Who did it before?

The Launch of Yelo
A story of conversation management

Redbull
A succes story

A succes Story
The launch of Red Bull has been the most successful
beverage launch of the last decade.
It´s success is due to partnering a quality product
with well-thought out original communication strategy.
Which resulted in establish Red Bull, not as fashion phenomenon,
but as premium brand with continues growth.

CANS
1400
1200
1000
800
600
400
200
0
US sales (in million units)

Brand Positioning

Brand Positioning
personality of Red Bull:
• Self-confidence
• Witty, charming
• Polarising
• Unpredictable
• Innovative
• Self Ironic
• Intelligent
• Nonconformist

Doing things Differently
An innovative and unique product needs an innovative
and unique communication strategy.
So for Red Bull we questioned everything.
Category
Packaging
Distribution strategy
Communication strategy.
Price

One Brand One Product
In order to put the entire focus on this one
product, this one can, this one brand.
We said:
No diversifications.
No licenscing.
No brand-merchandising.
No umbrella brand.

Absolute Premium Price
Red Bull´s real product benefits justified a premiumprice.
It is by far the most expensive non-alcoholic drinkon the market.
Red Bull is 3 to 6 times more expensive than Coke.

Communication Concept
Above-the-line Advertising
To build up awareness and image
Opinion Leader Marketing
To support credibility of
the product and The brand
Event Marketing
Sampling
To prove that the Brand is
up-do-date and different
To convince consumers

Above the line advertising
Red Bull gives you wings.
Aim of the campaign is to reflect the brand personality:
Cheeky, witty, self-ironic, unpredictable and unique.
While the distinctive execution style helps
establish it as beyond fashion.

Opinion Leader Marketing
Opinion Leaders, especially in the sport and
cultural area, are a perfect target group for Red Bull.
Red Bull develops relationships with them
and treat them like friends.
Red Bull worldwide has over 250 agreements with top athletes,
but not one written contract.

Event Marketing
Red Bull´s event marketing also covers both areas,
sports and culture, through a variety of events like
Flugtag, Creative Contest, Music Academy,
Local Hero Tour and many more.
Red Bull doesn´t sponsor events, Red Bull creates,
organizes and supports new, innovative and image
building events.

Sampling
Sampling is done by highly motivated and welleducated
emloyees of Red Bull and not “professional”
promotion teams.
Their briefing is simple: Find tired and exhausted
People.They do it in a charming, non offensive way. All we
give them is the product, a free range of clothes
and a tiny, but very attractive sampling car:

A day in the life of a blogger

Thank you

How to build a Influencer Marketing Plan

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