How can a brand develop a long lasting dialogue with each one of its influencers, using software applications developed for managing an emerging field such as Influencer Advocacy (IAD)? First of all, to answer this question, it’s better to know what this new set of IAD practices means.
When the brand conquers hearts and minds of an influent group, this group doesn’t need to have financial incentives to advocate for a brand. They will do it because of the brand’s long-term investment on each one of them. Just like we spontaneously speak of a good professional about their qualities; consumers, satisfied with the gifts and attention that the brand offers them, will make spontaneous compliments to that brand on social media.
Influencer Advocacy is, then, a set of practices and tools that lead the brand to win over a faithful group of influential consumers through a long-term investment on dialogues and custom rewards, commonly called Nurturing. So you can understand better: imagine an influencer advocacy program like a mileage program from an airline or a fidelity card from a supermarket, but boosted through social media. Did you think that’s interesting? I will explain how you can successfully create your Influencer Advocacy project in 5 steps and in less than 6 weeks.
- Step 1
Choose your support tools: Like any digital project, the adoption of software tools on the initial stages will optimize resources and shorten implementation deadlines from an influencer advocacy program. A good kit will count with a tool to monitor and interact with influencers, such as Buzzmonitor, an online environment to interact with the group (for example, a closed group on Facebook), a system to disclose missions and awards (mailChimp, Messenger bots, etc), and finally, an application to keep a record of milestones (points, rewards, conversations) with each influencer.
- Step 2
Identify the influencers: An IAD program starts when you identify the first group of influencers. Before you start that phase, it’s necessary to define very well the features of this group (region, age, interests, social media metrics, etc.).
- Step 3
Start a dialogue: The first contact with an influencer must be always made in a custom way in one of the public channels where they work more frequently (Instagram, Twitter, etc.). You start the relationship with a straight-forward and humorous message, inviting that person to participate on the IAD program. It’s best to draft an online form so they can subscribe and start the second phase right away: the onboarding.
- Step 4
Onboarding: Welcome the influencer and explain the rules: this is the part where the more creativity, the better! Using Mailchimp, Bots, or any other app, start the on-boarding process with an automatic sequence of messages. Welcome the influencer, explain the brand’s motivations, propose something concrete (the shipping of a new product for a review, an invitation for a launching event, etc.) and start registering the results.
- Step 5
I believe that the one-on-one relationship with the consume ris a very importante activity within the new digital marketing mix. In the moment when Facebook, Instagram, YouTube, and other social networks start to lead the worldwide media consumption, I believe that the brands will have to radically change the way they deliver their messages and win consumers.