Reaching customers during their key decision-making processes is one of the most coveted positions in marketing and influencer marketing is turning out to be one of the most powerful strategies to get there. In fact, according to SocialChorus, influencer marketing campaigns drive 16x more engagement than paid or owned media. So how do you engage influencers? Many marketers start with an e-mail; others try Twitter or commenting on blogs. While these tactics work, programs that tap into the powerful psychology at play and facilitate storytelling and a personalized user experience seem to be seeing the greatest success, such as Kia and Acura.
To engage influencers, Kia launched its Kia Social Club, which enlists influential bloggers as advocates and empowers them to tell their stories, be creative and have their own voice.By targeting and empowering advocates in categories like Women’s Lifestyle and Parenting, Kia Social Club reached over 198 advocates, received 24,000 social endorsements and resulted in more than 30 million engagements. Acura, through its ILX Influencer Campaign, took an experiential approach and gave select millennial influencers a week with the new Acura ILX. These influencers blogged, tweeted and filmed their experience, sharing it across their social channels. The successful influencer campaign drove 750% ROI and boosted sales across the region.
Source: Influencer Marketing. (March 31, 2014). CMI.