The Influence Factor | Q&A with Idil Cakim (GolinHarris)
Influentials are among us. They are known as thought-leaders, trendsetters, mavens, sneezers, etc. Influentials can help spark word-of-mouth conversations leading to a tipping point of sales success. However, It’s not easy for marketers to identify influentials and measure the impact of their influence.
In WOMMA’s Measurement & Metrics Guidebook, Idil Cakim, VP of Interactive Media at GolinHarris, shares her views on “The Influence Factor” and how brands can engage, monitor, and measure influencer marketing programs.
This short Q&A will give you a bite-size chunk of Idil’s perspective on designing and delivering influencer marketing programs.
1. What constitutes influence offline and online?
“The fundamentals of offline and online influence are the same: perceived knowledge of the influencer, credibility and hence trust. In the offline world, we have more access to visual, cultural and social clues that help us assess the influence factor. Meanwhile online, we have more third-party resources and published statements that can help us assess a given source’s influence and authority. Whether online or offline, influencers are experts who know how to spread their messages either through peer-to-peer conversations, organized activities or publications.”
2. Any pitfalls to Influencer Marketing?
“The most common pitfall is sharing an idea or a product with too few influencers and expecting to move the needle. An influencer is bound to take the message further than the average person. However brands may need to engage hundreds of influencers at a time to have quantitative results that show the impact of their efforts.
Another point for consideration is that not all influencers are equal. Brands and organizations first need to determine what constitutes influence in their respective fields and research thoroughly when identifying their own set of influencers.
Lastly, thinking in terms of campaigns with limited times for outreach undercuts the value brands/organizations can derive from influencer relations. Spot outreach is fine, but there needs to be ongoing communication between the brand and its influencers, just like any healthy relationship.”
3. What are three steps a brand should take to design a better influencer marketing program?
First, determine your own influencer criteria and make sure you can recruit enough influencers who can create noticeable change.
Second, as you design your program, think of your communication goals and clarify what will determine success. Is it only increase in awareness or change in some type of behavior? Make sure that your program is designed to reach these goals.
Third, plan for ongoing engagement. Sustain authentic communications and continuously offer value to your influencers through news, information, first-to-try types of offers.”
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BONUS COVERAGE:
On a recent WOMMA Brands Council Jam Session, Idil shared more practical insights about Influencer Marketing. The following SlideShare presentation includes snippets from this recent webinar.
