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The Most Popular Influencer Is Almost Never the One You Really Need

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This deck, presented at BrightonSEO April 2019, focuses on a few tips to help social media marketers refine their influencer marketing research to make sure they find the right people for their brand.

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The Most Popular Influencer Is Almost Never the One You Really Need

  1. 1. in/daianadamacus THE MOST POPULAR INFLUENCER IS ALMOST NEVER THE ONE YOU REALLY NEED DAIANA DAMACUS// Webcertain //
  2. 2. #influencer
  3. 3. #SmallManBigWords
  4. 4. #royalty
  5. 5. #celebrity
  6. 6. #influencer
  7. 7. #TheStruggleIsReal 68% of marketers consider finding relevant influencers their largest influencer marketing challenge“
  8. 8. Let’s Find the Perfect Influencer
  9. 9. | Step 1 Do you really need influencers? 9 • No. 1 mistake: using influencers with no social media strategy of your own. |
  10. 10. | Step 1 Do you really need influencers? 10 • No. 1 mistake: using influencers with no social media strategy of your own. • Brand Awareness needs to start with you! |
  11. 11. Influencer Marketing is a tactic to support an already existing content marketing strategy. “
  12. 12. What do you need help with? Step 2
  13. 13. What do you need help with? Step 2 •Do you need backlinks? Go with a blogger.
  14. 14. What do you need help with? Step 2 •Do you need backlinks? Go with a blogger. •Do you need brand awareness? Think bigger!
  15. 15. Brand Awareness 15 A brand advocate • Oldest form of influencer marketing.
  16. 16. Brand Awareness 16 A brand advocate • Oldest form of influencer marketing. • Create continuous content with an influencer.
  17. 17. Brand Awareness 17 A brand advocate • Oldest form of influencer marketing. • Create continuous content with an influencer. • Look inside your own company.
  18. 18. Brand Awareness 18 A brand advocate • Oldest form of influencer marketing. • Create continuous content with an influencer. • Look inside your own company. • Find out where your target audience is and what kind of content they consume.
  19. 19. Step 3 Look behind the numbers
  20. 20. Step 3 Look behind the numbers celebrities / trademarked influencers -> high price, long-term contract, mainstream audience celebrities / trademarked influencers -> high price, long-term contract, mainstream audience
  21. 21. Step 3 Look behind the numbers celebrities / trademarked influencers -> high price, long-term contract, mainstream audience celebrities / trademarked influencers -> high price, long-term contract, mainstream audience top influencers -> high price, long-term contract / one-off, mainstream audience, but can be refined
  22. 22. Step 3 Look behind the numbers celebrities / trademarked influencers -> high price, long-term contract, mainstream audience celebrities / trademarked influencers -> high price, long-term contract, mainstream audience top influencers -> high price, long-term contract / one-off, mainstream audience, but can be refined influencers -> average price, long-term contract / one-off, broad target audience influencers -> average to low price, long-term contract / one-off, target audience
  23. 23. Step 3 Look behind the numbers celebrities / trademarked influencers -> high price, long-term contract, mainstream audience celebrities / trademarked influencers -> high price, long-term contract, mainstream audience top influencers -> high price, long-term contract / one-off, mainstream audience, but can be refined influencers -> average price, long-term contract / one-off, broad target audience influencers -> average to low price, long-term contract / one-off, target audience micro influencers -> low price, one-off, target audience
  24. 24. Step 4 Where do you fit?
  25. 25. Choose influencers who are on the same awareness level or around your own. “
  26. 26. Choose influencers who are on the same level or above your own. •Easier to match expectations “
  27. 27. Choose influencers who are on the same level or above your own. •Easier to match expectations •More affordable “
  28. 28. Choose influencers who are on the same level or above your own. •Easier to match expectations •More affordable •More appealing to the influencer “
  29. 29. | Step 5 Sneak a peek at engagement 29 • Will they start a conversation about you? |
  30. 30. Tailor your goals to their strength (and local social media channels) Step 6
  31. 31. Step 7 31 Don’t compare! • Influencer Marketing is not the same everywhere.
  32. 32. Step 7 32 Don’t compare! • Influencer Marketing is not the same everywhere. • Same request in Italy and Brazil - $500 difference.
  33. 33. Step 7 33 Don’t compare! • Influencer Marketing is not the same everywhere. • Same request in Italy and Brazil - $500 difference. • Let go of your pre- conceived ideas.
  34. 34. Step 8 Offer creative freedom (with guidance)
  35. 35. | Step 9 Grow a thick skin! 35 • Some will IGNORE BLOCK PATRONISE INSULT you. |
  36. 36. | Step 9 Grow a thick skin! 36 • Some will IGNORE BLOCK PATRONISE INSULT you. | -> chase -> delete -> negotiate -> make a note
  37. 37. Step 10 Leave the door open
  38. 38. Step 10 Leave the door open •Create a database
  39. 39. Step 10 Leave the door open •Create a database •Min. 6 months later
  40. 40. Step 10 Leave the door open •Create a database •Min. 6 months later •Look for new opportunities
  41. 41. Step 0 Ask me questions Thank you

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