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.

1. How to create your influencer
engagement plan
Luke Brynley-Jones
@lbrynleyjones

2. First, let’s address the money
question

3. Should you pay influencers?
• Paid activity is advertising, not
influencer marketing.
• Once paid, influencers may
expect/require payment.
• The priority of influencers is to
retain their own brand image.
• Badly planned paid activity can
reduce your credibility and turn
fans off.

4. But paid can work…
• Timeframe: January 2017
• Objective: raise awareness of
10 Cal during the #1 dieting
period.
• 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
brand.

5. Paid/unpaid options…
• Paid celebrity endorsement
with social posting.
• Paid influencer endorsement
with gift packs.
• Unpaid influencer engagement
with gift packs.

6. Unpaid results…
• 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.

7. Now, let’s create your
influencer engagement plan

8. What is your primary opportunity?

9. How can you connect with
and with engage them?

10. Social media is an open door
1. Follow them.
2. Engage with them regularly.
3. Monitor the conversations they contribute to.

11. Direct recognition is a great introduction

12. You need to track your engagements (IRM)

13. Publishing shareable content helps
• Infographics
• Social posts
• Blog posts

14. Video content trumps everything…

15. How will you take your
relationship to the next
level?

16. Direct outreach works – if done well

17. Inviting influencers to an event also works

18. Co-creating content has dual value

19. Could you invite them to join / start a group?

20. What will success look like?

21. 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…

22. Any questions?
@lbrynleyjones
luke@ostmarketing.com