In previous blog posts this week, we’ve talked about the impact that influencers can have on your list and discussed concrete steps you can take to connect with them. Today, we’re going to look at three case studies of companies engaging in different levels of influencer engagement.
We know that not all users are equal on the social net. Celebrities such as Justin Bieber (the only human with a perfect Klout score of 100 (even Barack Obama only ranks at 98) have the ability to reach hundreds of thousands with each post.
But celebrities likely have less influence over a person’s decisions than a close friend or trusted associate does. While they may not get their message to as many or post as often as someone with high Klout, friends are more genuine and therefore get more notice on newsfeeds.
What companies look for when they engage in influencer marketing is the sweet spot between reach and influence. Messages need to reach a wide audience, but that audience also needs to take action. On the higher-reach end of the spectrum are influencers – publishers like well-known bloggers or reporters. On the higher-influence end of the spectrum are advocates – fans to whom audience members can relate and find genuine. Let’s look at some examples:
Resort Uses Klout To Target Guests
Not all influencer engagement has to involve an outright campaign. As mentioned in this Wired article, the Palms Casino Resort in Las Vegas had clerks look up guests’ Klout scores as they checked in. High scorers received perks like room upgrades, sometimes without being told why.
According to Greg Cannon, the Palms’ former director of ecommerce, the initiative stirred up tremendous online buzz. He says that before its Klout experiment, the Palms had only the 17th-largest social-networking following among Las Vegas-based hotel-casinos. Afterward, it jumped up to third on Facebook and has one of the highest Klout scores among its peers.
Halo Gets Perks To Their Influencers
Klout itself tries to help companies engage in influencer targeting. They teamed up with Doritos, Mountain Dew, and the popular Halo 4 team to get Halo 4 Attack Pack Perks out to users with high Klout who were interested in the game. The perk was a Halo 4 themed box with collectors’ items, and was received with great excitement. Though the users who blogged about it may not have been celebrities, they turned into brand advocates and produced genuinely enthusiastic video reviews. This one review has since received more than 57,000 views to date.
Jeep Gets The Everyman Digging
Of course, Klout is not the be-all-end-all of influence. Many users – including most of the people in our lives who we care about the most (significant others, family members, close friends) – never achieve high Klout scores. Nevertheless, the combined networks of the everyman are guaranteed to be larger than a brand’s singular one. Friends are also more likely to listen to other friends: it’s only natural.
It’s important to get these users involved, and Jeep did exactly that with its Arctic Yeti Dig campaign. They launched their 2012 Jeep Wrangler on Facebook, where users were invited to participate in a contest to win a Jeep. The more they shared, the more entries they were allowed: Jeep thus provided a great incentive for all of their fans to amplify the product. Jeep also worked a multi-platform approach, encouraging participation through hashtags on Twitter or comments on their blog. Their social mentions increased, participations exceeded estimates by 873%, and they received over 25,000 shares on Facebook. They also gained 120,000 new Likes on Facebook in just 6 weeks.
Are you ready to get started engaging influencers on your list? Attentive.ly reveals the influencers on your email marketing list (or in your CRM) — and shows you how to start engaging them effectively every day!