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Twitter Chat: Using Influencers To Skyrocket Your Marketing Success - Transcript & Summary

Twitter Chat: Using Influencers To Skyrocket Your Marketing Success - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 1st August 2017.

Madalyn Sklar hosted a Twitter Chat with Lee Odden around the topic of “Using Influencers To Skyrocket Your Marketing Success”.

Details of our next Twitter Chat:

Topic: The Road to 50K Twitter Followers: A Case Study
Guest: Greg Savage – Recruitment and Leadership Expert, Consultant & Speaker
Date & Time: Tuesday, 8th August 2017, 6.00pm EDT
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Lee Odden.

From the CEO Questions:

  1. What has ManageFlitter’s experience been with influencers?

Guest Questions:

  1. What is an “influencer” and how can you identify & find them?
  2. How can you determine which influencers are the right fit for your brand?
  3. What are some do’s and don’ts to consider when contacting a group of influencers?
  4. What are some tips for creating content that is of mutual value to the brand and influencer?
  5. Are there any influencers that you admire? If so, who are they and why?
  6. Can you recommend some good influencer marketing tools?
  7. What does the future of influencer marketing look like? What should we expect to see in 2018?

From the CEO Questions:

Q for @Ke_Ga) What has @ManageFlitter’s experience been with influencers? #SocialROI pic.twitter.com/foBuRx8RLn
— ManageFlitter (@ManageFlitter) August 1, 2017

CEO Answers

A1. Very early in @ManageFlitter ’s evolution we created an ambassador program. #SocialRoi
— Kevin Garber (@Ke_Ga) August 1, 2017

A2. We invited high influence Twitter users to spread the word about us & we provided them with a discounted premium MF account. #SocialRoi
— Kevin Garber (@Ke_Ga) August 1, 2017

A3. We also gave it a go trying to “create” our own influencer – @hashtaghunni – which was a lot of fun. https://t.co/6G63A4j4TQ #SocialRoi https://t.co/ESjQIZM4vH
— Kevin Garber (@Ke_Ga) August 1, 2017

A4. We have been very fortunate that many influencers eg @evanpdunn began championing our product without us knowing. #SocialRoi https://t.co/ESjQIZM4vH
— Kevin Garber (@Ke_Ga) August 1, 2017

A5. As I always mention, a great product is your best form of marketing that will naturally attract influencers. #SocialRoi https://t.co/ESjQIZM4vH
— Kevin Garber (@Ke_Ga) August 1, 2017

A6 So we are constantly trying to improve our product first and foremost! #SocialRoi https://t.co/ESjQIZM4vH
— Kevin Garber (@Ke_Ga) August 1, 2017

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Guest Questions:

Q1) What is an “influencer” and how can you identify & find them? #SocialROI pic.twitter.com/tOY3gzlvah
— ManageFlitter (@ManageFlitter) August 1, 2017

Guest Answers

A1. Like anything, there are shades of sophistication when it comes to influencer identification, qualification & recruitment. #socialroi
— Lee Odden (@leeodden) August 1, 2017

A1. Defining “influencer” and finding/engaging them is ripe for “it depends” types of answers 🙂 #socialroi
— Lee Odden (@leeodden) August 1, 2017

A1. Understanding influencers starts with influence itself – the ability to affect action. #socialroi
— Lee Odden (@leeodden) August 1, 2017

A1. Most brands expect influencers to be credible, popular & relevant subject matter experts that can create content. #socialroi
— Lee Odden (@leeodden) August 1, 2017

A1. Finding influencers starts with topic specificity. What do you want to be influential about? Find those people. #socialroi
— Lee Odden (@leeodden) August 1, 2017

A1. Challenge: Go to Google and search for “find influencers”. You’ll see a post on top where we list 9 different tools. #socialroi
— Lee Odden (@leeodden) August 1, 2017

Other Answers

A1. IMO their are 3 types of influencers:

  1. Celebrity / Social Amplifier
  2. Subject Matter Expert
  3. Thought Leader #SocialROI https://t.co/eE9RMxkp0a
    — Brian Fanzo (@iSocialFanz) August 1, 2017

A1: An influencer is someone who gets people in their community to take action. #SocialROI https://t.co/ou0oUqN6I7
— Madalyn Sklar (@MadalynSklar) August 1, 2017

A1 Influence comes in many shapes & forms. The key is identifying people who matter to your target audience #SocialROI
— Rachel Miller (@rachelloumiller) August 1, 2017

A1. Someone with a significant, engaged social media following whose purchasing decisions they are able to affect #socialroi
— Gil David (@Gil_RunDMG) August 1, 2017

A1 Influencer can bring broad credibility to brands. Find them by watching who tends to pop up often with good info in a niche. #SocialROI
— Jim Katzaman (@JKatzaman) August 1, 2017

A1: Someone who can impact change in their industry… Their opinions hold weight and people seek them for their opinions. #socialroi
— Natx Wang (@natxwang) August 1, 2017

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Q2) How can you determine which influencers are the right fit for your brand? #SocialROI pic.twitter.com/kiJQuMVUWf
— ManageFlitter (@ManageFlitter) August 1, 2017

Guest Answers

A2. The right influencers must be relevant to your brand’s cause and what customers care about. Start there. #socialroi
— Lee Odden (@leeodden) August 1, 2017

A2. Ideally you’d map influencer personas to content and stage of the customer experience. That informs right fit. #socialroi
— Lee Odden (@leeodden) August 1, 2017

A2. Evaluating the right influencers or not is science and art. Relationships are key but so is reach, relevance and resonance. #socialroi
— Lee Odden (@leeodden) August 1, 2017

A2. Besides popularity, relevant content & engaged audience, think: does the influencer share values with your brand? Customers? #socialroi
— Lee Odden (@leeodden) August 1, 2017

Other Answers

A2: The right influencers are typically within your industry, or talk to people that would fall into your ‘audience’. #SocialROI
— JMatt (@JMattMke) August 1, 2017

A2. Who’s using your product / service? Vocal fans are a good place to start #SocialROI https://t.co/iPYeXnpNEx
— Su Doyle (@sudoyle) August 1, 2017

A2 An influencer that suits you has credibility for what matches your products and services. Don’t go for big names only. #SocialROI
— Jim Katzaman (@JKatzaman) August 1, 2017

A2 Finding the influencers isn’t the biggest challenge, it’s getting them to endorse your brand #socialroi
— Miracle Method (@miracle_method) August 1, 2017

A2.

  1. Start by defining success & business goals
  2. Identify data available to measure
  3. Use tools to find the right people! #SocialROI https://t.co/SA45UvLQTO
    — Brian Fanzo (@iSocialFanz) August 1, 2017

A2. Do your homework. Read/Consume/Follow…and in some cases ask an influencer who they would recommend you follow. #socialroi
— Scott Duehlmeier (@Workfront_Mktg) August 1, 2017

A2) Somebody your target audience relate to, admire and respect would be a tell tale sign of a good influencer-brand fit. #SocialROI
— Kate Frappell (@katefrappell) August 1, 2017

A2:They should stand for the same ideas/values your brand represent, as well as genuine & truthful (not just influencer for hire) #socialroi
— Benny Gelbendorf (@BGelbendorf) August 1, 2017

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Q3) What are some do’s and don’ts to consider when contacting a group of influencers? #SocialROI pic.twitter.com/qOh3maLfZg
— ManageFlitter (@ManageFlitter) August 1, 2017

Guest Answers

A3. Decide what kind of group you want to develop: clients, brand advocates, super users, ambassadors, a mix #socialroi
— Lee Odden (@leeodden) August 1, 2017

A3. Engage influencers one by one in a relevant, personalized way. Start with what’s in it for them. Share a vision to inspire. #socialroi
— Lee Odden (@leeodden) August 1, 2017

A3. As you recruit influencers to a program, the vision & shared values will enable you to form a group to work with, ongoing. #socialroi
— Lee Odden (@leeodden) August 1, 2017

A3. As for dont’s, I just posted 50 ways to lose your influencers here: https://t.co/KeoFy0XDzw #socialroi
— Lee Odden (@leeodden) August 1, 2017

Other Answers

A3) Do try and develop a long-term relationship. Don’t just pay for 1-2 posts or it will tank. #socialroi
— Tim @ Stoneham Press (@StonehamPress) August 1, 2017

A3 Know your influencers. Just because people call themselves influencers doesn’t mean they are. Do your due diligence. #SocialROI
— Jim Katzaman (@JKatzaman) August 1, 2017

A3. The big don’t is offering them a free lunch to some event in hopes of them promoting it to their audience. It is insulting #socialroi
— Cheval John (@chevd80) August 1, 2017

A3. Pretty simple… #ShowUcare
Show you care about them before they even realize you want them to care about you! #SocialROI pic.twitter.com/hgCwUss4Yu
— Brian Fanzo (@iSocialFanz) August 1, 2017

A3. Approach influencers as trying to build a relationship, not just a business transaction #SocialROI
— Cassie Longo (@cass_longo) August 1, 2017

A3: DO start engaging with their content to get on their radar
DO NOT tweet them asking for something if there’s no relationship #SocialROI
— JMatt (@JMattMke) August 1, 2017

A3. Focus on a warm reach out. Join conversations they are already having before making the ask. Be human. #SocialROI
— Rachel Miller (@rachelloumiller) August 1, 2017

A3 Ensure that they are a credible influencer in your marketplace, not just popular for the sake of popularity #socialroi
— Miracle Method (@miracle_method) August 1, 2017

A3: Ensure that what the influencer shares align with the brand’s message. They walk the talk and not just talk when hired.. #socialroi
— Natx Wang (@natxwang) August 1, 2017

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Q4) What are some tips for creating content that is of mutual value to the brand and influencer? #SocialROI pic.twitter.com/5PUwTLhkFc
— ManageFlitter (@ManageFlitter) August 1, 2017

Guest Answers

A4. With B2C influence engagement it’s far more common for the value exchange to be pay to play #socialROI
— Lee Odden (@leeodden) August 1, 2017

Other Answers

A4
The content should align with both brands and add value to their mutual audience.
Where’s the overlap…
What do they need#SocialROI https://t.co/XSGFSppMFu
— Nicholas Thickett (@NThickett) August 1, 2017

A4 If you have to think too hard, you probably don’t have the right influencer #socialroi
— Erin Johnson (@mediamaidcfl) August 1, 2017

A4 Create content in the format that is best for desired audience. If you onboard a vlogger don’t expect a whitepaper #SocialROI
— Rachel Miller (@rachelloumiller) August 1, 2017

A4) I think you need to work WITH the influencer. Ensure your brand/identity complements their ‘style’ & vice versa #SocialROI
— Kate Frappell (@katefrappell) August 1, 2017

A4 If you’re reaching out to an influencer that is aligned with your brand, the content should be a match automatically #socialroi
— Miracle Method (@miracle_method) August 1, 2017

A4.
Transparency + Trust
– Explain to influencer your goals
– Trust them to create content with that in mind 4 their community! #SocialROI https://t.co/a8ehAot91f
— Brian Fanzo (@iSocialFanz) August 1, 2017

A4. Do market research and find out:
-Audience preferences
– Influencer’s voice
– Synergy between brand and the influencer#socialroi
— Ayesha Ambreen (@AyeshaAmbreen) August 1, 2017

A4: Well, before you create the content – check to see what the influencer already shares! Then create along those lines! #SocialROI
— JMatt (@JMattMke) August 1, 2017

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Q5) Are there any influencers that you admire? If so, who are they and why? #SocialROI pic.twitter.com/34azceQ40Q
— ManageFlitter (@ManageFlitter) August 1, 2017

Guest Answers

A5. As for marketing influencers, I admire so many @annhandley @BrennerMichael @carlajohnson @unmarketing + so many more #socialroi
— Lee Odden (@leeodden) August 1, 2017

A5. We work with amazing tech industry influencers like @TamaraMcCleary @dhinchcliffe @Hyken @BrianFanzo @tcrawford #socialroi
— Lee Odden (@leeodden) August 1, 2017

Other Answers

A5
There’s a few that I respect their transparency and honesty.
For example:@garyvee @ChrisKubby and many more#socialroi
— Nicholas Thickett (@NThickett) August 1, 2017

A5. I admire @LindseyFOX26 @KrisGillentine @TamaraMcCleary @KDHungerford because they have a giver’s mentality #socialroi
— Cheval John (@chevd80) August 1, 2017

A5. I admire @MadalynSklar @iSocialFanz @carlosgil83 @dbreakenridge because they ROCK at engagement! They showed they care. #SocialROI https://t.co/ItLsnKYiEP
— Ai Zhang, Ph.D (@aiaddysonzhang) August 1, 2017

A5. Useful to look outside industry for ideas. e.g. @threadless community / featured artists. #SocialROI
— Su Doyle (@sudoyle) August 1, 2017

A5.2: Another Twitter Influencer totally worth checking out would be @MartinMooreJR! He’s a fancy Milwaukee photographer too! #SocialROI
— JMatt (@JMattMke) August 1, 2017

A5 Influencers I admire are those that engage and acknowledge. They don’t sit on a pedestal looking down but are part of it all #socialROI
— Louise Upchurch (@Loulou_Uberkirk) August 1, 2017

I admire those who r selective & share what fits their brand! @SunnyLenarduzzi @Schmittastic @yarby @xoxoLizza @DANandMOORE #SocialROI https://t.co/Juw8IzYYye
— Brian Fanzo (@iSocialFanz) August 1, 2017

A5: I admire @garyvee as he’s got endless spirit and he’s always truthful with his followers. #socialroi
— Benny Gelbendorf (@BGelbendorf) August 1, 2017

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Q6) Can you recommend some good influencer marketing tools? #SocialROI pic.twitter.com/lp1UPCHozz
— ManageFlitter (@ManageFlitter) August 1, 2017

Guest Answers

A6. Easy to use & reasonable cost tools include @buzzsumo @followerwonk @keyholeco more here: https://t.co/yOhyW0rc5D #socialroi
— Lee Odden (@leeodden) August 1, 2017

A6. Influencer marketplaces where you can hire creators include: @linqia @reelio @CollectiveBias more: https://t.co/C3TT3EjfPN #socialroi
— Lee Odden (@leeodden) August 1, 2017

A6. Influencer platforms help you find, engage & measure: @traackr @onalytica @sprinklr more: https://t.co/YUD2uUHG54 #socialroi
— Lee Odden (@leeodden) August 1, 2017

A6. Also use your network – talk to executives, PR, marketing staff, customers & cross reference with tools. #socialroi
— Lee Odden (@leeodden) August 1, 2017

Other Answers

A6. I actually like Twitter research. such a great way to do research and identify people i want to follow. #SocialROI https://t.co/0EkXoQ39fJ
— Ai Zhang, Ph.D (@aiaddysonzhang) August 1, 2017

A6. Another tool is meeting people offline, at conferences. Show hashtags are a great way to connect w/ industry SMEs #SocialROI https://t.co/D0bZ8jP65R
— Su Doyle (@sudoyle) August 1, 2017

A6) Don’t forget Twitter Advanced Search, and even looking at Twitter Lists of potential influencers. #socialroi
— Tim @ Stoneham Press (@StonehamPress) August 1, 2017

A6. The best ones are klout and kred. Also, you can use twitter itself due to trusted people here #socialroi
— Cheval John (@chevd80) August 1, 2017

A6 There’s no one perfect IM tool – YET. I like @getLittleBird for identification, @traackr for identification & listening et al #SocialROI
— Rachel Miller (@rachelloumiller) August 1, 2017

A6. I like @followerwonk. Great way to see how much overlap there is between your audience and theirs . Good ranking system
#socialroi
— Angela Pitter (@angelapitter) August 1, 2017

A6 Klout used to be. I would follow what’s going one before reaching out to one. Ask your network and mentor #socialroi https://t.co/DZvpLyVssK
— Jade Alberts Consult (@Jade_A_Consult) August 1, 2017

A6: #buzzsumo and @TwitonomyApp are good for influencer marketing tools. #SocialROI
— QL Tech Australia (@QLTechAustralia) August 2, 2017

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Q7) What does the future of influencer marketing look like? What should we expect to see in 2018? #SocialROI pic.twitter.com/yxwySiRHd4
— ManageFlitter (@ManageFlitter) August 1, 2017

Guest Answers

A7. We did a study with @traackr & @briansolis with enterprise brands called: Influence 2.0 with answers https://t.co/ywwnQYxqYP #socialroi
— Lee Odden (@leeodden) August 1, 2017

A7. 71% of marketers say their influencer programs are strategic, BUT only 10% of mktg budgets. Future 55% will spend more in ’18 #socialroi
— Lee Odden (@leeodden) August 1, 2017

A7. Right now, 43% of marketers are still experimenting with influencer marketing. 28% are campaigns only & 24% are ongoing #socialroi
— Lee Odden (@leeodden) August 1, 2017

A7. I think a lot more brands will run ongoing, relationship-focused and content-centric influencer programs in 2018. #socialroi
— Lee Odden (@leeodden) August 1, 2017

A7. The definition of influence will continue to broaden. Everybody is influential about something! Tapping that is powerful. #socialroi
— Lee Odden (@leeodden) August 1, 2017

A7. Check this: 57% of marketers say influencer marketing will be integrated with all mktg in 3 years https://t.co/qh2LcIqrfP #socialroi
— Lee Odden (@leeodden) August 1, 2017

A7. Last: There will be shakeout of fake influencers, stricter FTC guidelines in the US. GDPR will wreak havoc in the EU. #socialroi
— Lee Odden (@leeodden) August 1, 2017

Other Answers

A7.
Brands will establish partnerships with influencers beyond one off events & campaigns to create long term credibility & trust#SocialROI https://t.co/vJGzagcikT
— Brian Fanzo (@iSocialFanz) August 1, 2017

Influence = inspiring action!
Need more influencer lists + campaigns measuring & rewarding based on data = actions inspired#SocialROI
— Brian Fanzo (@iSocialFanz) August 1, 2017

A7. The influencer marketing space gets more and more crowded.
Relationship & trust building become even more crucial. #SocialROI https://t.co/1AOzDRkMIz
— Ai Zhang, Ph.D (@aiaddysonzhang) August 1, 2017

A7 Micro influencers will get more recognition for their accessibility and ability to achieve goals for brands #SocialROI
— Rachel Miller (@rachelloumiller) August 1, 2017

A7. Think people are getting wise to the fact that big numbers don’t always=huge engagement. Rise of the #microinfluencer. #SocialROI
— Anh Nguyen (@AnhTNguyen) August 1, 2017

A7.2: I will say though, the FTC and #ad will become more enforced in 2018 and less people will care seeing the #ad. #SocialROI
— JMatt (@JMattMke) August 1, 2017

A7: We will also see diversity in the channels used. To build empires outward + be a multichannel influencer is the future #SocialROI
— Lee Benecke (@leebenecke) August 1, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 8th August 2017, 6.00pm EDT.

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