Brown dan Fiorella menjelaskan bahwa influencer marketing adalah Cara
membuat, usia, dan mengukur pengaruh Merek dalam pemasaran media sosial.
Mereka mengemukakan model empat M, bagaimana empat M dari pemasaran
influencer harus dikuasai., Keempat M mewakili membuat, mengelola, memantau,
dan mengukur. Seperti halnya disiplin bisnis lainnya, influencer marketing memang
perlu fokus, sasaran, dan metrik. Dalam konsep influencer marketing, ini disebut
dengan model Empat M adalah sebagai berikut.
1. Make
Perusahaan perlu mengidentifikasi di mana mereka berada di jalur
itu sehingga mereka dapat terhubung dengan orang-orang dan “membuat”
influencer yang akan memindahkan pelanggan ke tahap berikutnya dari
pembelian. keputusan dengan cara ini langsung ke pelanggan melalui
influencer yang tepat pada waktu yang tepat. Menurut Brown and Fiorella
(2013) mengemukakan bahwa :
“The Make part of the four M can be attributed into two sections, I
dentifying and Activating. In the Identifying section the path of the
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persona should be identified. According to there are two core stages
in every influencer campaign: the Trickle and the Ripple Phases.”
Fase Trickle adalah tempat pesan pertama kali tersebar, dan dari sini
arah pesan menentukan apakah kampanye berhasil atau tidak. Jalur pesan
tidak sesederhana seperti memberikannya kepada influencer, karena pada
suara media sosial akan banyak gangguan. Untuk melewati Fase Trickle ini
perlu bekerja dengan influencer untuk mengidentifikasi kunci informasi
tentang penonton:
a. The time they will be online.
b. The platforms they will be on.
c. The people they will be speaking with.
d. The topics they will be speaking out.
e. The actions they will be creating.
Adapun tahapan untuk menentukan influencer yang tepat sebagai berikut :
a. Demographic Finding out audience age, sex and locale is important
for knowing how a brands’ message needs to be crafted.
b. Timescale For an effective and successful influencer campaign, it
needs to be a constant part of the brands’ marketing strategy, and
not only a short term buzz. The different parts of the campaign
dictate which influencer is needed at each stage.
c. Platform(s) Each social network platform has its own attraction to
certain demographics with sex, race and income playing a large part
in popularity of eachnet work. A brand should choose the platform
and influencer according to what suits their arget audience best.
d. Reaction history To understand the customer behaviour within a
influencer marketing campaign the brand need to identify when
customers make decisions and takes action based on the content of
the influencer. When a brand understands the reaction history of its
audience it ensures that the message is seeded at the right time with
the right influencer.
e. Influencer The key problem with influencer marketing is that brands
are only trying to connect with high profile influencers instead of the
ones that are actually relevant to the consumer. Recognizing the
right influencer from the start is the key to a successful campaign,
otherwise the message is diluted.
2. Manage
Begitu sebuah perusahaan tahu siapa influencer baru mereka untuk
target konsumen mereka, mereka perlu tahap pengelolaan. Seperti startegi
pemasaran lainnya, pemasaran influencer perlu dikelola mulai sebelum
kampanye dimulai setelah kampanye berakhir, dan seterusnya, untuk benar-
benar berhasil. Hubungan dengan influencer dapat berlanjut untuk
penjangkauan dan promosi di masa mendatang. Dengan melanjutkan
hubungan dengan influencer, ada manfaat seperti kepercayaan yang kuat,
pengetahuan satu sama lain, basis pelanggan yang siap, dan peluang untuk
mengubah pemberi pengaruh merek menjadi pendukung merek.
Ada tujuh langkah untuk mengelola hubungan influencer yang
dapat diikuti sebagai berikut :
a. Product, The product is equally important as the message in a
influencer campaign, and trust is the ultimate currency of the social
web. The brand needs to ensure that the influencers they are working
with have all the tools they need when it comes to the products they
are promoting and that it is worth promoting.
b. Knowledge, The brand have to make sure that the influencer shows
experience and knowledge of the products. Fact sheets, work sheets
and hands on training should be provided for the influencers (ex.
bloggers, celebrities, media outlets, online publications) to make
sure that they have as much knowledge of the product as the
employees of the brand has.
c. Calender, Build-ing on the pre campaign research and audience
targeting, decide which day and time each influencer will promote,
as well as any follow up promotion. One additional benefit to
mapping out an influencer calendar is that it makes it possible to
prepare a backup plan for any errors during the campaign.
d. Message, Brands need to adapt their message so that it fits the
influencer’s natural tone at the same time as they want to keep the
core promotional points front and center. What the influencers are
willing to say and what language they are willing to use should be
determined early on, and the promotion should be crafted around
that.
e. Platform, The brand should determine which platform will be
number one of use, and which ones will act as support networks.
f. Alternatives, alternatives Preparations should be made for the
possibility of unforeseen market reactions, because even well planed
campaigns can receive a poor reception or a negative response from
the target audience.
g. Feedback, Listening to the influencers opinions of what worked well
and what could have been done differently, and what other
approaches could be used in future campaigns, has to be a key part
of the post campaign analysis. The influencers are still the ones who
have built their audience and the trust of the audience.
3. Monitoring
Tahap selanjutnya adalah dimana merek tersebut memonitor kampanye
influencer. Ketika memantau upaya kampanye pemasaran influencer, merek
harus fokus pada hasil dan bukan upaya, karena memungkinkan kerangka yang
jauh lebih terstruktur untuk mencapai tujuan dan memenuhi target. Dengan
bantuan analisis penelusuran, alat mendengarkan, pesan khusus, laman landas,
dan lainnya, pemasar dapat mulai memahami siapa dan apa menawarkan ROI
terbesar, di mana mereka perlu menyesuaikan pesan merek, dan influencer
mana yang mempengaruhi konsumen dan proses keputusan mereka pada waktu
tertentu. Ada tiga target penting bahwa merek harus membangun strategi
mereka di sekitar dan memantau bagaimana setiap kampanye membuat
kemajuan berdasarkan sasaran-sasaran ini.
Sumber :Brown & Fiorella, 2013:169
Gambar 2.2 Three Essential Influencer Statistics To Measure
a. Awareness, which should include blog posts about the campaign, social
shares and updates, news articles, media interviews and/or pitches and
mentions of the brand or product.
b. Reaction. To the reaction target include visits to the company
website/landing page, increase of newsletter subscribers, increased
traffic to offline properties, increased search queries and social
followers and peer recommendations.
c. Action, which referes to white paper download, seminar and/or webinar
attendance, affili ate sign up and purchase.
4. Measure
Tahap terakhir dari empat M adalah tahap pengukuran, dan bagian
terakhir dari persamaan model empat M. Karena mampu mereplikasi
keberhasilan kampanye di kampanye masa depan, merek perlu mengukur
mengapa hal itu terjadi dan siapa yang membuatnya. Menurut Brown & Fiorella
(2013:170) Measurement is everything, and everything is measurement.
Dengan bantuan media sosial, kita bisa menciptakan sangat terarah kampanye,
digabungkan dengan platforms yang berbeda yang mengukur jaringan mana dan
konten, buat kembali paling banyak pada investasi, dan pekerjaan yang sama
untuk mengukur hasil influencer. Ada dua inti metrik yang perlu diukur merek
dalam setiap kampanye pasar influencer. Metrik yang pertama yaitu yang
meliputi:
a. Invesment, To the investment metric include the pre campaign cost of
which influencers are right for the company.
b. Resources. The brand needs measure manpower, like how many
employees are needed and how many hours they use for the campaign,
and the second thing is education, like how much time is needed to
train each influencer on the brands product and company culture.
c. Product. Free samples of the brands products need to be made
available for both the influencers and their audience if the brand is
looking to connect from a lead generation or purchase decision angle.
The costs of the products sent out need to be factored into the overall
financial investment of the campaign.
d. Ratio. Differentiation of the influencers leads to better returns, and a
thriving and interactive influencer audience base is much more
important than high following numbers.
e. Sentiment. By measuring the buyin of the audience of the campaign it
allows the company to understand the sentiment around the brand
message and how the target audience perceives the brand and the
campaign itself.
f. Effect. When measuring how effective the campaign has been, the
company needs to look at traffic generated to a website, microsite, or
landing page. One should also look at how many times the brand or
product is mentioned online and how many people recognize the
brand name with help of new fans, followers, subscribers to
newsletters and how many white papers or fact sheets were
downloaded from the company’s website
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