5 Ways Influencer Targeting Can Generate Earned Media Lift

5 Ways Influencer Targeting Can Generate Earned Media Lift

Influencer marketing isn’t technically a new concept. If you think about it, we’ve been engaging in influencer marketing since the beginning of time – sharing information with friends and colleagues that might be likely to take those messages and share them as well. The industry is catching on – more and more brands are engaging in influencer relations to augment their PR and marketing communications programs, and with astounding results – reaching new audiences and earning new buyers. At Cision, we’ve seen considerable results from our influencer marketing efforts, and I wanted to share some of them prior to my webinar with our VP, Media Research Valerie Lopez on how to target the right influencers for your programs. Check out these awesome stats, and learn how I got them my registering for the webinar.

Through effective influencer targeting and relationship building, we were able to garner earned media lift, social media lift, client retention, crisis mitigation and more in these key areas:.

1) Live Event Attendance  When we held our annual industry conference, influencer relations was a large part of our strategy to generate earned media and social media buzz. By identifying and engaging a group of key industry influencers as well as the conference speakers with key conference-related content and contests, we were able to generate:

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– 157% increase in conference mentions online from the year prior – 1528% increase in reach thanks to influencers engaging their active communities – We nationally trended on Twitter due to the increase in volume of conversation – 4900% increase in views on branded multimedia content like photos and video – 106% increase in traffic to the conference website versus the year prior – We earned 31 unique pieces of media coverage that were from or influenced by the influencers, including The Washington Post and AdAge (181% increase in media coverage from  the year prior conference) – Over 1000 new social media followers in a 3-day span, which came directly from our influencer networks

2) Product Launch  We’ve also targeted influencers during product launches with the goal of generating more earned media. Product launches don’t generally garner a lot of traditional media coverage. unless you have something truly innovative and different for a massive market, like Apple or Samsung. The last significant product launch we had, we rectified this by offering influencers exclusive access to the product pre-launch. During launch week, we gave them pre-crafted messaging and multimedia resources but did not obligate them to write something positive about us. After involving them pre-launch, launch day, and post-launch, the influencer pilot group organically generated:

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– 300% increase in product-related media/blogger/influencer coverage. This was important because it spread the word about our products and services to new audiences and organically entered them into the consideration phase of the buying cycle.

3) Holiday Appreciation This is one of my absolute favorite influencer campaigns. In this case, we launched a promotion to thank influencers that contributed to our brand awareness during the year through their content contributions, speaking at our events, or generally just advocating for or mentioning the brand.



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