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.

1. in/daianadamacus
THE MOST POPULAR INFLUENCER
IS ALMOST NEVER THE ONE
YOU REALLY NEED
DAIANA DAMACUS// Webcertain //

2. #influencer

3. #SmallManBigWords

4. #royalty

5. #celebrity

6. #influencer

7. #TheStruggleIsReal
68% of marketers consider finding relevant influencers their largest influencer
marketing challenge“

8. Let’s Find the Perfect
Influencer

9. |
Step 1
Do you really
need influencers?
9
• No. 1 mistake: using
influencers with no
social media strategy of
your own.
|

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. Influencer Marketing is a tactic to
support an already existing content
marketing strategy.
“

12. What do you need help with?
Step 2

13. What do you need help with?
Step 2
•Do you need backlinks? Go with a blogger.

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. Brand Awareness
15
A brand advocate
• Oldest form of
influencer marketing.

16. Brand Awareness
16
A brand advocate
• Oldest form of
influencer marketing.
• Create continuous
content with an
influencer.

17. Brand Awareness
17
A brand advocate
• Oldest form of
influencer marketing.
• Create continuous
content with an
influencer.
• Look inside your own
company.

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. Step 3
Look behind the numbers

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. 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. 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. 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. Step 4
Where do
you fit?

25. Choose influencers who are on the
same awareness level or around
your own.
“

26. Choose influencers who are on the same level or above
your own.
•Easier to match expectations
“

27. Choose influencers who are on the same level or above
your own.
•Easier to match expectations
•More affordable
“

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. |
Step 5
Sneak a peek at
engagement
29
• Will they start a
conversation about
you?
|

30. Tailor your goals to their strength
(and local social media channels)
Step 6

31. Step 7
31
Don’t compare!
• Influencer Marketing is
not the same
everywhere.

32. Step 7
32
Don’t compare!
• Influencer Marketing is
not the same
everywhere.
• Same request in Italy
and Brazil - $500
difference.

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. Step 8
Offer creative freedom
(with guidance)

35. |
Step 9
Grow a thick skin!
35
• Some will
IGNORE
BLOCK
PATRONISE
INSULT
you.
|

36. |
Step 9
Grow a thick skin!
36
• Some will
IGNORE
BLOCK
PATRONISE
INSULT
you.
|
-> chase
-> delete
-> negotiate
-> make a note

37. Step 10
Leave the door open

38. Step 10
Leave the door open
•Create a database

39. Step 10
Leave the door open
•Create a database
•Min. 6 months later

40. Step 10
Leave the door open
•Create a database
•Min. 6 months later
•Look for new opportunities

41. Step 0
Ask me questions
Thank you