A presentation by Luke Brynley Jones from OST Marketing on how to create your influencer engagement plan and answering the question should you pay influencers? How can you connect with and with engage influencers? And How will you take your relationship to the next level? This presentation was first seen at the Influencer Marketing Huddle co-hosted by Onalytica on June 29th in London.
Earlier we went through STRATEGY Now we need to look at how we ENGAGE (i.e. take an action)
The questionable influence of celebrity is due to a psychological phenomenon called “diffusion of responsibility.” “Power-Middle influencers drive an average of 16x higher engagement rates than paid media and owned alternatives”.
‘Influencers’ are solicited an average of 10 times per week by brands / the top 27% of influencers receive between 10 and 99 requests per week. How can you demonstrate your credibility to them and bring them closer to you?
How to create your influencer engagement plan
How to create your influencer
Should you pay influencers?
• Paid activity is advertising, not
• Once paid, influencers may
• The priority of influencers is to
retain their own brand image.
• Badly planned paid activity can
reduce your credibility and turn
But paid can work…
• Timeframe: January 2017
• Objective: raise awareness of
10 Cal during the #1 dieting
• Strategy: a mixture of celebrity
endorsement and Instagram
influencers to drive reach.
• Value proposition: payment
and/or gift packs, plus
association with a iconic FMCG
• Paid celebrity endorsement
with social posting.
• Paid influencer endorsement
with gift packs.
• Unpaid influencer engagement
with gift packs.
• Unpaid influencer outreach to
100 ‘Power Middle’ influencers
(>10,000 followers) delivered:
• 300 product posts
• 600 hashtag mentions
• 1 million+ estimated reach
• Engagement on the unpaid
influencers’ posts was noticeably
more positive and genuine than
on the paid posts.
Now, let’s create your
influencer engagement plan
What are the tricky bits?
1. Identifying the best opportunity.
2. Taking the time to engage – and give value.
3. Reaching out in the right way.
4. Creating sharable content.
5. Maintaining momentum…