Guide to Finding The Right Social Influencers

THE VALUE of the POWER MIDDLE in DRIVING SOCIAL INFLUENCE A Three-step Guide to Activating Untapped Social Influencers O MSLGROUP socialchorus 500 nielsen .. . BILLION Nielsen agrees that this trend is powerful "Consumers trust 'earned media,' such as 92% of Consumer generated IMPRESSIONS about products and services, through social media in 2011. word-of-mouth and recommendations global consumers from friends and family, above all other forms of advertising." SOCIAL ENDORSEMENTS Creates Likes Shares Comments Tweets The consumer has raised their hand and said, "I am interested." So much so, that higher levels of brand social engagement are now THEIR AUDIENCES being correlated to increased sales. SOCIAL INFLUENCERS drive endorsements through create direct brand endorsements engagement with influencer content. THE POWER MIDDLE 2.5k-25k 16x Unique Monthly Visitors Higher facebook. e average engagement Instagram rates than paid media and owned alternatives tumblr. in and others in-flu-ence Over the course of three months, a Power Middle campaign with 100 drives IK l'inflooens/ A combination of RESONANCE, RELEVANCE & REACH INFLUENCERS АCTIONS зОК-40K a topic covered in depth by Brian Solis in "The Rise of Digital Influence ". SOCIAL ENDORSEMENTS DELIVERED word-of-mouth recommendation is the primary factor behind up to 50 percent of all purchase decisions. 50% TO MILLIONS OF CONSUMERS HOW TΟ Target and Identify Untapped Advocates and Influencers Find the Right Power Middle Influencers Start by creating a profile of the ideal influencer. ? Age Gender Location Vertical Average Audience Size Where can the brand's content be best amplified? Consider working with influencers in those channels. Balance influencers on long tail platforms (blogs, Tumblr, Instagram, etc.) where content can be discovered indefinitely with the immediacy of real-time platforms (Facebook, Twitter, etc.). Reach Out To Influencers The Right Way The most effective way to reach the Power Middle is email. Also recruit influencers via owned channels (Facebook, Twitter, etc.). 8+ Keep it simple. Introduce your brand to the influencer briefly. State in plain language why the brand is interested, and describe the mutual value exchange. Follow up is important a - an influencer is often recruited on the second email. And once they've been recruited, get them active! Social Currency: The Mutual Value Exchange Social currency can be divided into five categories: Content Brand recognition, affiliation Products, sampling Unique experiences, rewards Sweepstakes, giveaways When brands repurpose Power Middle influencer content on their owned channels, it outperforms the brands' own content by an average of Most brands find value working with 10-30 pros or 100-300 Power Middle influencers. Increase audience endorsements by repurposing influencer generated content on owned channels (Facebook, Twitter, etc.).. 35х 10x and as high as when used for Facebook sponsored stories. For more information about putting the Power Middle to work for you through Influencer Relationship Management, please contact: Stephanie Agresta of MSLGROUP ([email protected]) Joe Burton of SocialChorus ([email protected]) THE VALUE of the POWER MIDDLE in DRIVING SOCIAL INFLUENCE A Three-step Guide to Activating Untapped Social Influencers O MSLGROUP socialchorus 500 nielsen .. . BILLION Nielsen agrees that this trend is powerful "Consumers trust 'earned media,' such as 92% of Consumer generated IMPRESSIONS about products and services, through social media in 2011. word-of-mouth and recommendations global consumers from friends and family, above all other forms of advertising." SOCIAL ENDORSEMENTS Creates Likes Shares Comments Tweets The consumer has raised their hand and said, "I am interested." So much so, that higher levels of brand social engagement are now THEIR AUDIENCES being correlated to increased sales. SOCIAL INFLUENCERS drive endorsements through create direct brand endorsements engagement with influencer content. THE POWER MIDDLE 2.5k-25k 16x Unique Monthly Visitors Higher facebook. e average engagement Instagram rates than paid media and owned alternatives tumblr. in and others in-flu-ence Over the course of three months, a Power Middle campaign with 100 drives IK l'inflooens/ A combination of RESONANCE, RELEVANCE & REACH INFLUENCERS АCTIONS зОК-40K a topic covered in depth by Brian Solis in "The Rise of Digital Influence ". SOCIAL ENDORSEMENTS DELIVERED word-of-mouth recommendation is the primary factor behind up to 50 percent of all purchase decisions. 50% TO MILLIONS OF CONSUMERS HOW TΟ Target and Identify Untapped Advocates and Influencers Find the Right Power Middle Influencers Start by creating a profile of the ideal influencer. ? Age Gender Location Vertical Average Audience Size Where can the brand's content be best amplified? Consider working with influencers in those channels. Balance influencers on long tail platforms (blogs, Tumblr, Instagram, etc.) where content can be discovered indefinitely with the immediacy of real-time platforms (Facebook, Twitter, etc.). Reach Out To Influencers The Right Way The most effective way to reach the Power Middle is email. Also recruit influencers via owned channels (Facebook, Twitter, etc.). 8+ Keep it simple. Introduce your brand to the influencer briefly. State in plain language why the brand is interested, and describe the mutual value exchange. Follow up is important a - an influencer is often recruited on the second email. And once they've been recruited, get them active! Social Currency: The Mutual Value Exchange Social currency can be divided into five categories: Content Brand recognition, affiliation Products, sampling Unique experiences, rewards Sweepstakes, giveaways When brands repurpose Power Middle influencer content on their owned channels, it outperforms the brands' own content by an average of Most brands find value working with 10-30 pros or 100-300 Power Middle influencers. Increase audience endorsements by repurposing influencer generated content on owned channels (Facebook, Twitter, etc.).. 35х 10x and as high as when used for Facebook sponsored stories. For more information about putting the Power Middle to work for you through Influencer Relationship Management, please contact: Stephanie Agresta of MSLGROUP ([email protected]) Joe Burton of SocialChorus ([email protected])