Earlier this year, I sat down with our technology partner, Traackr, to share my thoughts on why a holistic approach to Influencer Marketing is best, as part of their “My Influencer Marketing Philosophy” series. Check out the interview!
Who are you and what’s your philosophy on influencer marketing?
Megan Conley: Hi, I’m Megan Conley, I am the CEO and Founder of Social Tribe. We are an agency that specializes in social, content, and influencer marketing programs for enterprise brands. And my influencer marketing thesis is really thinking about how brands can effectively build holistic, integrated influencer marketing programs to really accomplish their business objectives.
How should enterprise brands scale influencer programs?
MC: So a key thing to scaling influencer marketing is to really think holistically about your influencer marketing program and that starts with breaking down silos within your organization, bringing in key stakeholders, and understanding what their objectives are. And then helping them understand how influencers can enhance and support their program goals. Then, you have buy-in all around and you can really take your influencer marketing program to the next level.
How can marketers gain influencer marketing buy-in?
MC: So at Social Tribe we really approach buy-in from two perspectives, the first is internal. It’s really important to build buy-in with key stakeholders and you do that by helping them understand how bringing influencers into their program can help them accomplish their objectives. And then when you are working with influencers, you want to gain buy-in from them by articulating and understanding how you can provide value to them and where they can bring value to you so that everybody understands that there is a mutual benefit.It’s important to build buy-in with key stakeholders and you do that by helping them understand how influencers can help them accomplish their objectives. Click To Tweet
What are the advantages of an always-on influencer program?
MC: I think the advantages of an always-on influencer program is that you can drive more value and you can build stronger relationships with your influencers.
A couple of years ago, when we started out in the social media world, people were also thinking of it as sort of a one hit wonder. And now, as marketing is becoming more sophisticated, we are realizing engaging our customers is an always-on activity, and so we need to build our programs in the same way.We are realizing engaging our customers is an always-on activity, and so we need to build our programs in the same way. Click To Tweet