Jun 22, 2020
Brands are struggling to find a new way to authentically connect to their customers and we are witnessing major communication disruptions. In an article that appeared in Adweek, Twitter said that users now trust influencers like YouTubers, almost as much as their friends. This is the age of influencer marketing. So here's today's big question. Should brands consider adding influencer marketing to their everyday marketing mix and is there a right way, and a wrong way to do it. Neal Schaffer, author of ‘The Age of Influence” gives us the scoop.
Related Content & Links:
- https://hydroottawa.com/
- Twitter feed: @NealSchaffer
- Amazon link to book: The Age of Influence: The Power of Influencers to Elevate Your Brand on paperback
- Website: nealschaffer.com
- Apple podcast link- Maximize Your Social Influence Podcast
Transcript:
Dan Seguin 0:02
Hey everyone! I'm Dan Segin from Hydro Ottawa. And I'll be hosting
the ThinkEnergy podcast.
PewDiePie, Dude Perfect, Hola Soy German, Whindersson Nunes, and El Rubius. While perhaps not household names to you and I, they are powerful influencers to Gen Z's audiences aged 13 to 18. In fact, these youtubers combined have 262 million subscribers, and are more influential to this generation than movie stars and politicians. It's not surprising that today's consumers are increasingly more savvy and critical of branded advertising. Gone are the days where advertising messages and propositions were trusted and taken at face value. In an online world where advertising is seen as more intrusive than valuable.
Brands are struggling to find a new way to authentically connect to their customers, we are witnessing major communication disruptions. This includes declining television viewership, continued growth of social media audiences, an increase in ad blocking technology media Fasting, and a significant rise of noise clutter on all channels. It's becoming increasingly more difficult for brands, particularly energy brands to keep up with the digital landscape, as consumers take extreme measures to avoid being advertised to. With demand for attention on the rise and overwhelming product options on the market, consumers are beginning to lose sight of who they can trust. Is the energy industry facing a Kodak moment? In an article that appeared in Adweek, Twitter said that users now trust influencers like YouTubers, almost as much as their friends. This is the age of influencer marketing. So here's today's big question. Should brands consider adding influencer marketing to their everyday marketing mix and is there a right way, and a wrong way to do it. Our guest is no stranger to social media and the marketing world. He's the author of three books, teaches digital media to executives at New Jersey Business School, has a podcast called maximize your social influence, orchestrates digital transformation for leading businesses and is fluent in Japanese and Mandarin Chinese. Dear listeners, please welcome Neal Schaffer. Hey Neil, how would you define influencer marketing? And can you give us some examples of brands doing it well?
Neal Schaffer 3:48
Thanks Daniel. So influencer marketing is something that I think a
lot of people are mystifying or they're mis educated on or they've
been misinformed about. You know, when I look at influencer
marketing, I look at Who has online influence? Who has digital
influence? So, yes, celebrities have digital influence. But there's
a lot of other people that I've influenced because there's so many
of us that use social media that build communities, in the hundreds
in the thousands in the 10s of thousands, but even those people
that have communities in the thousands are still able to influence
others, right. And even in the influencer marketing industry, where
they have gone smaller and smaller, you know, with each year we
they used to talk about macro influencers, then mid tier
influencers, and then micro influencers, which are people that have
between, you know, 50 to maybe 500,000 followers. And then over the
last year or two, we talked about nano influencers, people with one
to 10,000 followers. And if you think about, you know, I don't know
about Canada, I'm assuming it's pretty similar demographic wise,
but in the United States, the majority of the workforce are
millennials. So these are digital natives that have been doing
social media since it began. And they've built up communities over
time, right. And so when you start to look around you realize that
there's a lot of people that already know like and trust us that
already may have some influence. These might be employees, these
might be your customers, your followers online people that
mentioned your brand online that have some brand affinity for you.
So, you know, when when so many people immediate influences become
so democratized anybody can really have influence. And that's where
I tell, you know, the companies that I work with, don't just look
at number of followers, but also look at that brand affinity and
your chances of success of working with nano influencers that
actually are your customers are going to be much greater than
working with a celebrity who just sees working with you as a one
time transaction, you really want to develop long term
relationships. So, you know, there is as far as brands, I mean,
there are so many consumer brands that are doing influencer
marketing, it's crazy. In fact, Estee Lauder is an example of a
brand that they announced that 75% of their marketing budget is
going to influencer marketing. There's one brand that I like to
bring up as sort of a case study they're called Rose Field and they
are a watch company. So they, you know, there's a bunch of these,
like watch brands that, that you've never heard of them, but all of
a sudden they pop up on Instagram, and everyone's talking about
them. And now they're a huge company. So they're actually, I
believe they're originally a Dutch company, they also have a
headquarters in New York City. And they basically have created
really the ideal type of program that I talked about in the age of
influence, which is really, you know, the build a long term program
of people that already know like, and trust you. So how do they
build the program? Well, they went into their email list, they went
into their customer, you know, database, and they looked at their
followers, and just by doing this exercise, they found Wow, there's
a lot of people of influence that that already know, like, and
trust us and from there, you know, some of them were better content
creators, so let's use those to do you know, those people, maybe we
work more on the content side. Some were really great, you know,
amplifiers, they weren't the best content creators are aligned with
a brand but they create a lot of great conversations, they can
amplify. And then there are others that might refer us to other
members. And they made it open anyone and everyone, I mean, anyone
can apply. And from that program, they've just developed a
tremendous amount of benefits, you know, increases all around the
board in terms of KPIs, and all they've given to everyone that's
joined is either exclusive access to, you know, products before
they go on sale, or basically shop points that they can shop for
free. So there's no monetary transaction. And when I tell this to
people blows them away, there's so used to this, pay someone $100
or $1,000, on Instagram, and we don't know where that money's
going, or if they're, if the influence is real, or so there's a lot
of different ways of doing it. And, you know, I tell brands, you
know, really think holistically about who has influence. It's not
just the celebrities, there's a lot more influence a lot more
people with influence out there. And if we go back to the model
that, you know, more than almost 20 years ago, this model that says
the top 1% of online users or content creators, you then have 9%
that are sort of engagers/commenters, and they have 90% that are
lurkers? Well the top 1% of any social network is a lot of people.
I mean, if LinkedIn is 500 million users, that's 5 million people
that you can engage with, right? If Instagram has 1 billion that's
still you know, 10 million people. So there's a lot of people out
there don't just think celebrities really think holistically and
find people that you can align with and collaborate with for mutual
benefit.
Dan Seguin 8:23
What was the driving force behind your book on influencer
marketing?
Neal Schaffer 8:28
So I you know, in classic sort of, you know, content marketing or
marketing we want to serve our customer. We want to serve our
community. And it's interesting because with Coronavirus, this is
my advice for every company. How can you serve your community? If
you can't serve them physically? How do you serve them virtually,
there are restaurants here in Orange County, California where I
live that you know, you can order like a box family meal and
they'll include facemask. They'll include toilet paper, right? It's
one way of serving their community, even above and beyond your own
product. So with that in mind you exist you know business exists to
serve society, this actually a quote from an executive at Walmart,
believe it or not that I like to share, and with Coronavirus, we
all sort of tap into that. So, because of that I am the exact same
way. I'm an educator, I'm an author. I'm a consultant. I'm a
speaker. So it's all about what are the needs in the market? And I
really found about two to three years ago, this was a question that
I kept getting a lot about, not just influencer marketing, but a
lot of marketers that are saying, you know, my friend is making
$1,000 every time they post on Instagram, how do I become an
influencer? So this concept of digital influence, I thought there
was something to it and the more research I did Daniel, the more I
realized all this miseducation in that it had a lot more power than
most people in businesses knew about. And that's why I decided to
write the book and the book actually was a test market on a
crowdfunding platform, but it did so well that I'm gonna write the
book and then you know, HarperCollins leadership reaches out to me
and, and the rest is history. So, and I still think you know, when
we look at marketing, communications, right, you have a website you
have content for search engines, right? You have you have content
marketing, you have email, you have social media and I believe that
sort of, you know, collaborating with others through influencer
marketing, whether it's employees or customers or, or outside
people becomes another sort of pillar of marketing communication
that I think every company should have a budget for. So I think
it's going to really have long term value. It's definitely not just
a trend, but it's going to serve companies that read the book and
listen to this podcast well,
Dan Seguin 10:28
Neil, let me ask you this: If the goal is to plug into the
communities and connect energy brands to new audiences through the
voice and trusted relationships of an influencer, how do brands
ensure a proper fit?
Neal Schaffer 10:46
Yeah, that's a great question. And that's an area where I think a
lot of brands that just chase that number of followers model,
there's a relevance in a few different ways that there has to be
content relevance, right. So if they are, you know, people out
there that maybe once they talked about solar energy, right, so
maybe you have a Solar Energy Initiative and you want to align with
them. But when you do further analysis, they talked about solar
energy once in their last 100 posts. And really, they don't talk
about solar energy at all. It's just something that came up. So
this is a mistake, you use an analytic tool, oh, they've talked
about solar energy, you immediately contact them, and it's not
their main thing. So that's one area where you may have
misalignment is on the content side, you're working with the wrong
person. And if you throw money out, I'm sure they'll take it,
right. I mean, some influencers really are in it for the money, not
everybody, right? Those are the ones you don't want to work with.
But then there's the brand alignment. And this comes down to you
know, the tone of their content that the visuals they use, and
really, you know, if you can imagine if your content appeared in
their feed, just from a philosophical perspective, would it be
aligned with your brand. would it look right, would it look right
in their feed and would it look right to you as well, but it looks
like a good representation. You can't really control how it's going
to look. But if it's something similar in look and feel, what's
that alignment look like and this is why, Daniel, you know,
marketing is sort of this one to many approach. But I believe that
influencer marketing is almost we can almost call it influencer
relations. And it's almost more geared towards public relations
than marketing because it really is a one to one you really need to
do analysis, you may find a few hundred people through a tool or
through analysis, but you really got to dig deep into each one to
make sure that there is alignment on those different areas that I
talked about.
Dan Seguin 12:37
What kind of return on investment does influencer marketing offer
compared to other marketing channels?
Neal Schaffer 12:45
So there's already been a lot of data that says that you know, for
every dollar spent in influencer marketing, you get $7 ROI or, you
know, you get double the ROI after six months compared to
traditional ad spend. So if you were to do a search for influencer
marketing ROI statistics. There's a lot of studies out there. So I
think that obviously, there's no one Golden Rule. But there are
many ways to leverage influencers. So obviously there is that brand
partnership brand sponsorship sort of content sponsorship, content
amplification, right? Where if you were to work with an influencer,
who agreed to amplify your content, you know, what, what would that
look like in terms of the engagement they get or the clicks they
get compared to what you're doing? compared to like paid media, for
instance, that's a really, really good way to compare it. But
there's other ways of looking at it. Daniel, what if you're a
smart, small brand, who nobody is talking about online? You know,
part of social media is about inciting word of mouth marketing. And
the easiest way to do that is to really, you know, collaborate with
influencers, send them product, get them talking about your
company. And that's a really high ROI just in terms of brand
awareness that it's hard for you as a brand to create, if nobody
knows you, because you're gonna have to create it through
advertising. And that trust factor is just very, very different,
right? But we can go further, well, we're creating our own visuals
and our own videos. But you know, these influencers are creating
really, really good looking videos really, really good looking
photos doing drone footage, but, man, we just can't do it the same
way that this content creator does. So, you know, why don't we
instead of doing it ourselves or hiring an agency, why don't we
just directly work with the influencer? So this is an area of
working with content creators to actually lower your expenses
sometimes and maybe get the additional benefit that they're gonna
publish that on social media as well. And then you get into Well,
we really want to create a community of people we can tap into to
understand what people are interested in like a focus group, right?
And this is another way you can leverage influencers so the ROI
like anything else in in social media, I mean, there's so many
different ways to measure it, but there's also these intangible
benefits that, you know, invariably, you're going to get when you
do it right.
Dan Seguin 14:53
Can you share with us what are the most effective forms of
influencer marketing? What are your thoughts on the value of
sponsored content?
Neal Schaffer 15:05
So sponsored content is really interesting. You know, when we talk
about sponsored content, it sort of taps into that, you know,
transactional relationship. You know, we create the content, you
publish it, and probably we're going to pay you money or something
of that sort. So, I think there's still role that sponsored content
can play. But you know, it's always going to be more authentic and
more trustworthy when it comes from the influencer themselves,
right? And that's an ideal scenario. But we don't all have the
brand affinity with every influencer, we may not have the
relationships with each influencer. So that is a way to start a
relationship, right? If you want to collaborate with someone, maybe
spend a little money for sponsored content for distribution, so at
least your content gets out to their network. There's obviously
value there. And really, you know, Daniel, in the age of influence
has a chapter of like, you know, the 15 different ways you can you
can work with influencers, so that definitely is one. And it's one
that's been around for a while. But you know, based off that what
if, in addition not sponsored content, you were going to do a
giveaway, and said, Hey, we're going to give you one year of free
software, or we're going to give away 100 products. And then
imagine that influencer, it makes him or her look good, because
they are indirectly sponsoring this giveaway where they're giving
away free stuff to their community, right? And then they're gonna
want to promote that even more. So then you get to this win win.
And then what if, hey, as part of this, we'd love if you could, you
know, create another post actually reviewing the product that's
part of the giveaway, would you be interested in that? And then you
begin to tap into that authentic voice of that person even though
you gave them the product, hey, this company, you know, sent me the
product, but all my opinions are personal, their mind. And then you
get into a deeper relationship that I think, you know, the more the
influencer wins, the more it's in their best interest to
collaborate with you and share your content. The higher the ROI is
going to be right where you want to get to a point where they're
where they're an advocate, they're going to talk about you without
You're even having to ask. So as an initial entryway sponsored
content does have a role. And if you're working with big players,
obviously sponsored content has a role there. But I would only use
that as an initial strategy, not the final strategy.
Dan Seguin 17:14
Influence isn't necessarily tied to popularity. A large following
is not necessarily a predictor of success in influencer marketing.
What are your thoughts on working with influencers that are
integrated and prolific on a variety of channels, as opposed to
those who limit themselves to predominantly one platform or
medium?
Neal Schaffer 17:39
That's a really, really good question. And I think that, you know,
marketing is all about getting in front of your customer. So you
first got to ask yourself, where are my customers? If you are a b2b
organization, you're probably not going to be focusing on tik tok,
for instance, right? That's probably not where your customer is. So
you definitely want to have those channels where your customers
are, you definitely want to be working with influencers that have
coverage on those platforms. Now what you'll find, generally
speaking, it's hard to be good at every platform. The only person
that can do it is Gary Vaynerchuk. And he has a staff of, I don't
know, 15-20-25 people that allow him to do that. So, for individual
influencers, you'll find that they usually have one strong network.
You know, when we think about tik tok, we think about Charlie, this
15 year old who, who's made it big in no time, so her she's tiktok,
there's Instagram people, there's YouTube people, right. And I
would almost argue that, you know, find people that are really
good, you know, if you could find a mix of people, that some of
them are really good at one thing, some are good at another, but
they have your platforms covered. I almost think that that's going
to be in terms of reach a better strategy, and it's more natural,
because it's impossible to be as good in all these platforms. It's
just there's just not enough time in the day to be able to do that
even for really really good content creators and and where people
so we're, you know, we tend to be passionate, you know, Dan, I'm
sure you have like a favorite social network or to I have a
favorite social network or to where we tend to spend more time and
they're no different. So to expect them to be good at everything. I
think it's unrealistic. And I don't think it's going to serve you
well at the end.
Dan Seguin 19:11
Knowing that a critical component of an effective influencer
marketing campaign is establishing a trusted relationship with a
relevant influencer, when who's in tune with your audience's needs
and desires? and whom your audience will look to when they're
making purchase decisions? Is there a checklist for companies when
aligning themselves with an influencer?
Neal Schaffer 19:37
Here's the thing. So I consider you know, you're trying to develop
relationships with a lot of people. So let's say you come from the
PR world, there's 100 different you know, newspaper reporters,
media relations, you want to create relationships with all these
hundred people. You might do the same outreach to all of them, but
not everybody responds. So I think it's less of a checklist. I
mean, yes, there are things you Want to analyze to make sure
they're the right fit. At the end of the day, you're going to reach
out to a lot of people, and not all of them are going to convert.
And what I mean by that is not not everyone's gonna respond to you.
Some will respond the first time. And then sometimes you have an
autoresponder that kicks in a second email and some respond to
that. Some if you go on a Twitter, they're going to respond to a
DM, but everybody's different. But at the end of the day, not
everybody is going to respond to your request for collaboration or
your outreach. So you're only going to be working with a subset to
begin with those that actually responded. So from there, I mean,
the only checklist is to have an open ended conversation, right?
What is it? You know, first of all, how do you normally work with
companies? Have you ever worked with companies what is what are the
ways in which you work with them? What is your, you know? How can
we help you? Oh, you know, you're looking for speaking
opportunities every month we have, you know, we have monthly town
halls, you know, here in Ottawa or wherever You know, we can put
you on a panel next time, right? For instance, I'm just thinking
out loud here. So, you know, the only checklist is to be human. And
to listen, instead of saying, we, we want you, we're going to ship
your product, we want you to post, you know, once on Instagram
three Instagram stories all on different days of the week. And then
over the weekend, we want you to post once on Facebook once in
Twitter, and we're going to send you a $25 amazon gift card. And
this is the mistake that so many brands make because they don't
understand what are the needs of the influence of what do they want
to do. And if you offer that without asking, you could never you
could come to a situation where the influencer is so angry that you
that you know $25 amazon gift card would be worth their time that
they're never going to respond to you again. Maybe they put your
email in spam filter or they block you and you're never gonna have
a chance to work with that influencer. So it's always about the
most important checklist item is having that open ended
conversation from there. Sure. You know, what are you going to do
together, make sure you Follow up. They're people too sometimes
they're they're late on things. How are you doing? How can we help
you? But I don't think there's one standard, you know that there's
a checklist for the process that I went through, right? which ends
in then publishing content, you're analyzing that content. And then
over time, you know, looking into the program, who are our best
performers, maybe do more with them? Maybe try to bring some new
people in maybe the least performing people maybe you don't allow
in next year. You know, you have these annual contract type of
relationships. But there's no as you can imagine, because
everybody's so different. And their needs are so different. It's
really hard to have that one standard checklist I think every
marketer would love to have.
Dan Seguin 22:34
Why has influencer marketing grown to become one of the most
powerful form of marketing, in social media? And in general?
Neal Schaffer 22:45
Yes, I think there's a few trends that have driven the growth and
have increased the power of influencer marketing. And once again,
we take a holistic perspective, we take a step back, and we look at
how you know from a digital first mentality, how to We get the word
out about our company. So we have a website check. We're doing SEO
check. We're doing email marketing, marketing, automation check.
We're doing content marketing, and we have a blog, we're doing
content, various forms, check. We're doing social media check.
Well, where else you're gonna spend your money. Right? And those
are the main ones. But specifically within social media, there's a
problem. Because social media organically just does not does not
matter anymore. It's impossible for companies to get a lot of reach
organically, because social networks are truly become pay to play.
So this pushes a lot of companies into using their social media
budget for performance marketing or paid social, but then it's an
advertisement. It's not the same. It's not organic. Some people
don't trust ads, some people come to me blockout ads, right. So
that is one major trend. That is pushing people from organic to
paid but paid is really not the solution on the other hand, Social
media was made for people, not businesses, and who do social media?
Who do users relate to? They relate to people just like them.
That's why all these people have become have built these big
communities. They're like us, they're not celebrities. These
influences not start out as celebrities, right? They started out as
people like us. They're authentic, they're transparent. And it's
very, very hard for brands to do that, to compete with that.
They're not humans, we talk about humanizing the brand. But at the
end of the day, they're not humans, humans are humans, they have an
advantage. So that's the other. That's this relatability factor,
you know, any brand, could it become a talker? Could it become a
YouTuber? Could they didn't write, they had the opportunity, but
they failed to do that because it you know, for many reasons that
we can have another podcast episode just on that. But people have
gained people have seized the opportunity and they have gained that
influence. So you know, these are the trends even with Coronavirus,
it's no different the trends are still there. And you know with
social media This notion of sort of, you know, viral word of mouth
marketing, if you really want to get that going, it's not going to
happen through paid advertisement. And it's not going to happen
through your own organic social, it's going to happen to
influencers, when other people that people relate to and trust,
start talking about your brand. So those are sort of the trends
that push influencer marketing. That's why you have a lot of brands
and Instagram just don't even publish their own content. It's 100%,
UGC, or user generated content, in recognition of that fact they
can't compete, and this content is probably going to outperform. So
when you take that concept and you apply it to everything you do in
marketing, you begin to see the power that influencers can bring.
Neal,
Dan Seguin 25:40
is it fair to say that conventional marketing approaches don't
stand much of a chance against the benefit content marketing
provides? Where should energy brands be focusing their attention in
terms of influencer marketing? Any recommendations and thoughts on
leveraging user generated content from influencers and repurposing
that content?
Neal Schaffer 26:07
Yeah, so actually, you know, Daniel, it brings up something that
I've yet to bring up. But one of my early clients was actually one
of the utilities companies out here in California. And and so I
had, I had a chance to work with their team. And they originally
reached out to me, because they were looking for a consultant that
dealt with social media crisis communications. And what I taught
them was that the best way to manage crises is to do it proactively
is to build goodwill. And do it. And this is actually they ended up
having a major crisis A few years ago, but before that, they didn't
even have a crisis they wanted to prepare for, right. So by
proactively building goodwill with your community, you're now
building an army of people that will support you. Right? Hopefully,
when, when it's not a matter of if when things happen, because
things in the utilities there's always going to be these things
right. So then we start to look at Well, you know, who are the who
are influencers, we're not talking about influence I look at who is
active in social media as a content creator, locally. And for
utilities companies, it's gonna come down to the region where you
live, who are the local influencers, some of them may talk about
food. Some of them may talk about passion, some of them may talk
about local tourism, but there's these lifestyle categories that
you can choose from where you can find people, right to collaborate
with. Now, when I work with this utilities company, I realized at
least the laws the United States are, if you share content from
other sources, you're indirectly sponsoring them and there are
regulations regarding that. So that's what makes leveraging user
generated content for public utilities a little bit tricky. Now,
this was several years ago. I don't know if the regulations have
changed, right? So you at the end of the day, may not be able to
leverage their content, your platform, but it doesn't mean you
can't create a relationship with them, where maybe you interview
them. Then it is your content. And probably interviews are
something where you're not sponsoring them. you're reaching out,
you're reaching out, you know, every maybe one day a week, you have
a live stream featuring a local influencer, man, you know, if a
public utility company was to reach out to an influencer, saying
we'd like to feature you on our channel, can you imagine how exotic
most people would be the exposure they get? So this is what I tell
brands. And you know, I've talked about brands very generally here,
but it applies to utilities as well. There are a lot of things that
you can offer influencers as part of a collaboration outside of
money. And if you offer money, it may get tricky because of the
same regulations. For instance, do you have an audio studio? Do you
have a video studio? You could rent that out? Hey, you know, I know
you create a lot of videos, we have a video studio, you know, just
whenever you want to use it, let us know we'll let you use it. I
mean, that that is a unique benefit that you can offer, or if you
ever need a meeting room. I mean, these are these are little
things, especially utilities because you have to Big infrastructure
that you can offer. And you do, you know, it's funny, this utility
reached out to me because they had a small business event and where
they you know, part of utilities, you have a b2c, but you have the
b2b right? So for the b2b, they do these small business events, let
us help educate you on you know, accounting, finance, sales,
marketing, and so I was one of the speakers. So this is another
area in which obviously, if you do events where you can reach out
to, to influencers. So, there's a lot of different ways to do it.
And I don't know why if I was a utility company, you know, in your
I would be proactively doing this because that is really going to
relate yourself to the community, then the people in your community
see you as a partner, as a collaborator, that you're talking to all
these people that a lot of people think are cool, right? It just
indirectly it's going to shine on you, your brand, and it's going
to make you I believe, a more trustworthy entity because there's
seen someone from the company interview someone that I relate to I
think that's a huge, powerful, really, really easy way that utility
companies can can begin. Now, if the regulations allow you to
leverage user generated content. That's awesome. So, you know, when
I work with this utility company on content strategy, you know,
obviously, there's some content that's that's education. Right?
Please make sure you know, if you see a down a power line, please
contact, you know, 911 there's certain things that as a public
utility you need to put out there, you know, once a week, once a
month, whatever it is. And then there's always at the time, hey,
make sure you sign up for e-bill service, right? There are many
benefits for utility companies. When people sign up online and do
things electronically, it makes it much more efficient, right? So
there's also these initiatives you have it, maybe you have like new
rates, or public hearings, so that there's some public affairs
things need to have, but what are you going to talk about every
day? The other stuff are community stuff right? Now, if your surety
company is very active in the community, as you probably are,
there's a lot of stuff that you can be publishing about, which
isn't directly related to energy per se, but it's indirectly
related. Do what you're doing in the community. So with that bucket
of content similarly, these are these are you know community
heroes, hashtag community heroes where every week you bring in a
different influencer and how they're contributing to the community
and how by you know this foodie influencer has helped tons of small
businesses generate you know income during COVID-19 what, you know,
thank you for your service to our community. Tell us you know,
what, what are some of your favorite restaurants locally? This is I
mean utility company because we serve people that you should become
sort of the local voice, local cultural voice of your community and
influencers are the key to help you do that.
Dan Seguin 31:36
How important are social listening tools as it relates to
influencer marketing any recommendations?
Neal Schaffer 31:44
Yes, a social listening tools have you know, the earliest type of
social media for business tool was the listening tool because
social media for business began with PR. If people say bad things
about us we want to know right reputation management is where all
this started back in 2007 / 2008. Now listening tools can still
serve that purpose and you shouldn't be listening to, if people are
complaining you want to, you know, you want to proactively reach
out to those people. But listening tools also give us the ability
to find out who's talking about us. And if people are talking about
us, and you know, this is where we get back to finding people that
already have brand affinity, there may be fans as a utility,
everyone's your customer, but some people like your brand more than
others. So instead of listening to social listening, to find the
negative, you search for the positive, and you start to make a list
of people, for instance, I was at a conference right before
lockdown started. And it is a pharmaceutical company that actually
makes something like these, these lozenges that you take that
reduce the chance of your cold going on for longer than expected
and someone at the CDC here recommended that you take that as part
of an effort to reduce Coronavirus. So they were sold out. They
were sold out for months. But the marketing director was you know,
Neal, I want to how do i do leverage this situation, I said, Look,
use your social listening tool to talk about who's saying positive
things about you, and start to develop those relationships. Even if
you can't do any advertising. Now, you can still develop
relationships over the next few months, and then activate them.
When you can, you know, when you do have factory capacity, you can
start talking to people. Same thing with utilities companies, who
is talking about who are the who are the positive people talking
about you, and start to make a list, right. And then you might
notice some patterns. Some of these people have a larger following
than others. Some might be specialized in food or travel. And some,
you know, might be mentioning you more often than others, and
therefore, they have deeper brand affinity with you. So social
listening tool is really great way to begin to sort of figure out
what are people saying about you from a reputation management
perspective from a sentiment analysis perspective, but also who,
you know, might be fans out there who might have said, Oh, my gosh,
I signed up to email and now I say, 5% of my bills for the next 12
months. Did you even know the service existed? Or are you know,
Hey, I just want To this event sponsored by, you know, the power
company, it was really cool. Have you ever heard of it? I mean, you
just never know. Right? So that's where I'd use social listening
tools to really, you know, you can proactively reach out to people,
like I talked about there. But when people are already talking
about you, it makes it really easy to join the conversation. It
makes it really easy. I was gonna say, slide into the DM to begin
that conversation with them with a thank you, or we're listening.
And that can make I mean, they're human right, that can make a
world of difference in breaking the ice and beginning that
collaborative relationship.
Dan Seguin 34:32
You know, step one of effective influencer marketing starts when
identifying relevant influencers for our brand. Once we embark in
this adventure, how do we manage those types of relationships? Do
you recommend taking a campaign based approach when working with
influencers? Or is it better to test the waters with only a
temporary commitment to see how they resonate with our audiences?
On a related topic, what should be considered for program
management and metrics? What needs to be understood from executives
and influencers alike?
Neal Schaffer 35:16
yeah, I'd say the first step in an influencer strategy is not you
know, influencer identification, it really starts with what's the
objective? What are you trying to do here? So, my voice for
executives is, you know, look we're going to work with, we're going
to try to find people to work with. And we are going to vet them to
make sure that they're aligned with our brand, we'll, we'll contact
legal to make sure they're on board. If you want to review every
one of these profiles before we collaborate with them. That's
great. You have the right to do it. It's it's everybody's program.
You know, we're just helping the company. And we are not even going
to increase spend. We're just going to take we're going to divert
money from paid media to fund this and we're going to to try out,
and we're going to report back to you on how we did from from a KPI
perspective. And these are our objectives, you know, paid social
not as effective. We want to get more word of mouth and social, we
want to get more mentions. We want to get more, you know, traffic
to our website, we want to create more content, and they're going
to help us do that. So really what are, you know, when you asked me
that second question, Daniel about, you know, what are the KPIs?
What are the metrics? Well, that that is not unique to influencers.
This is marketing, communications in general, what are your KPIs?
If it's Media Relations, it's you know, number of number of
publications, you know, number of clips, whatever it is, I mean,
it's no different here. It's the same KPIs that you would have for
content marketing, or for paid social media, as you have working
with influencers, right. So, you know, these are the things I think
you need to keep in mind. And, you know, when creating this sort of
program, it is very much going to be based on one to one
relationship. So I think it's totally okay to say, Hey, we're just
beginning a program. We Want To make a long term program, but right
now we're just, we're just sort of testing the waters. And, you
know, we think you'd make a great fit. And we just want to see how
we might be able to work with each other. And maybe, you know, you
do start a little small, we'd like a pilot run of, you know, a few
or a dozen or however many. And you have them do one action, right,
whether we go back to that sponsor content, whether it is an
interview, whether it is content, co-creation, I mean, whatever it
is, you know, one action, and from that action, what were the
results? And we have to remember that there are positive KPIs, but
there's also how did it help us reduce things like reduce costs, so
we use an agency to record our video. Well, you know, instead of
having an executive, go to our agency's Video Studio, and record a
video interview that got 10 views on YouTube over the last week, we
worked with an influencer and did a live stream which they shared
with their fans, and we got 1000 visitors and when we archive this
on YouTube, We're probably going to get a lot more than 10 views
over the course of a week. And we didn't have to pay the agency
money to do this, because the influencer agreed to do it for free
for exposure. So you really got to look holistically, you know,
executive speak the language of Excel, right? What helped us boost
things, but also, was there anything to help us reduce costs? And
you'll be surprised with influencers, especially with content
creation, you may find that to be the case. So, you know, yes,
start small. At the end of the day, you want long term
relationships. So, you know, start with one activation, one
campaign and then see how it goes. And you know, some you're going
to invite to the next one. Others, you may say, hey, it was great
working together. We have a long term approach. We don't have any,
you know, openings in our program now, but we'll definitely reach
out in the future when we do and leave it at that because you don't
want any burnt bridges here. These people may end up you know,
increasing their influence over the course of a few months and you
may want to bring them back in and test them again. Right. But
that's sort of the the effort. You know, it is something I think
one person can do, but it's like PR You almost need to have someone
that's dedicated to really managing those relationships because it
is going to take time and influencers are busy people, they're not
going to return your calls right away. They're working with a lot
of other entities sometimes and, and you want to be top of mind, so
it's going to take time invested to work well with them.
Dan Seguin 39:16
Okay, what are some of the barriers and risks to working with
influencers? Does it revolve around choosing who? How to engage?
And the lack of control over messaging?
Neal Schaffer 39:29
Well, yeah, there's definitely lack of control of messaging. And
but when you think about it, Daniel, I don't think that brands are
in control of their messaging. Because at the end of the day,
people are going to say what they want about the brand, and they're
going to share that in social anyway. So if you realize you never
had control in the first place, you can try to influence people.
But once again, it's coming from a brand, not a person so and
people believe people like themselves way more than they believe.
advertising agencies are people that work in PR and marketing. So
the writing's on the wall there. you know, we have seen some
influencer campaigns that ended up sort of tarnishing the brand.
And a lot of the that happened because it was transactional, please
make sure you copy and paste this message at exactly this time. And
you have you've had some of your influences literally copy and
paste the message, including that copy and paste this message bar.
And then it went out the social media, right? Or, you know, thank
you xX xX for drafting me, you know, in the NBA draft and they
forgot to fill in the name of the team that drafted them, right. So
those are full positive happen because influencers are are treated
as programmable ad units, right. And it's transactional in nature.
That's not what I'm recommending you do here. So when you work long
term, you don't have control, but I think it is totally okay to say
hey, before you publish, we just like to have a chance to review
it, and maybe offer suggestions on how to improve it. And that's
your quality control that is totally okay to do. Most influencers
would say sure, you know, no problem. So that would give you the
ability to mitigate risk, but I think The biggest way to mitigate
risks is to do it up front is choosing the right influencer to work
with.