{"id":1554,"date":"2020-02-04T15:27:05","date_gmt":"2020-02-04T15:27:05","guid":{"rendered":"https:\/\/britopian.com\/?p=1554"},"modified":"2023-11-08T06:04:43","modified_gmt":"2023-11-08T06:04:43","slug":"activate-influencer","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/influencer-marketing\/activate-influencer\/","title":{"rendered":"How to Activate Influencer Programs Across all Digital Media Channels"},"content":{"rendered":"
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It isn’t easy to activate influencer marketing programs across digital media channels, but it can be done. This post will discuss the strategic and tactical rules of engagement and how to start influencer programs across paid media, earned media, shared media<\/a>, and owned media channels. I also share a few influencer marketing case studies to help you understand the best practices for activating influencer programs.<\/p>\n\n\n\n

Budgets for influencer marketing in the U.S. will grow by more than 20%, according to eMarketer<\/a>. They forecast spending to exceed $3 billion in 2021 and surpass $4 billion in 2022. But with that comes more pressure to show a return on investment (ROI). And that means understanding how to activate influencer programs across all digital media channels and deliver results.<\/p>\n\n\n\n

I think very black and white. My brain is linear, and that’s how I function, plan, and activate influencer programs. I have ADD, and my mind can quickly erupt into chaos when there’s no structure. It helps me contextualize everything.<\/p>\n\n\n\n

Using PESO to Activate Influencers<\/strong><\/h3>\n\n\n\n

When I think about activating influencer marketing programs across the digital ecosystem<\/a>, I use the PESO model\u2013paid media, earned media, shared media, and owned media.<\/p>\n\n\n\n

Most marketers will want to activate influencers across all digital media channels simultaneously. This is not the right thing to do. It’s a progression. The process requires nurturing influencers through the purchase funnel. You start with basic influencer relations at the left and move slowly to the right.<\/p>\n\n\n\n

It’s important to note that PESO isn’t meant to describe the order in which you might activate influencers. Instead, it’s an acronym that describes integrated marketing and how all the channels fit together.<\/p>\n\n\n\n

You’ll notice below that the PESO marketing model<\/a> is not in the same order as the acronym. You start with earned media because that’s the easy way in. Anybody can do this, and it doesn’t require much effort or budget.<\/p>\n\n\n\n

\"how<\/figure>\n\n\n\n

The process works like this: You identify the top influencers, add them to a Twitter list, segment them by topic areas, and several times a day, scroll through the influencer’s content and like, comment, share \u2014 like, comment, share. And this is something you should always do in addition to your branded content, paid social, and everything else.<\/p>\n\n\n\n

With shared media, you should be creating content based on what is trending within the influencer conversations. You are acknowledging their expertise in the market through targeted engagement. Naturally, they will engage with you by following your account and sharing your content. That’s precisely what you want them to do.<\/p>\n\n\n\n

In this phase, tech influencers must be added to a custom listening panel. I often write about audience analytics<\/a>, but an audience is a group of influencers.<\/p>\n\n\n\n

Once you add them to a social listening panel like Brandwatch, you should monitor what they are saying as a group or individually to get actionable insights that will then inform your content.<\/p>\n\n\n\n

Now then, you move into paid media.<\/p>\n\n\n\n

With paid, activating influencers becomes more expensive and more strategic. So assume you engage with the top 500 influencers and journalists in digital transformation<\/a>. You create content based on what those influencers say and target them with it. It’s an influencer cycle that works effectively:<\/p>\n\n\n\n