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How to Execute Profitable Influencer Deals on Social Media

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This presentation is from Affiliate Summit East 2018 (July 29 - July 31, 2018 in New York).

Session description: Learn how to find influencers and identify who can actually deliver results in your niche. Learn best practices for executing successful influencer campaigns from start to finish.

Published in: Business
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How to Execute Profitable Influencer Deals on Social Media

  1. 1. How to Execute Profitable Influencer Deals on Social Media Affiliate Summit East 2018 June, 21 2018
  2. 2. Who am I? ● Executed my first “Influencer Marketing” campaign for Macy’s in 2013 ● Work with YouTubers and Instagrammers on behalf of brands daily. ● Executed over $1mm in influencer sponsorships ● Have probably seen it all ;) My goals: ● Understand when and why to use influencer marketing to grow your brand. ● How to avoid MAJOR, easy to miss pitfalls that will cost you THOUSANDS. ● Understand cost-effective influencer marketing options that even brands on a shoestring budget can execute. 2
  3. 3. Why Influencer Marketing? Millennials have passed baby boomers as the largest generation of consumers. Millennials value authenticity > ads AdBlock usage is at an all time high, and continuing to grow. Can’t block an endorsement! Influencer marketing, when done right, isn’t an ad, it’s a personal seal of approval from a trusted voice. Think about this: What do you trust more? A banner ad, or the recommendation of a friend? 3
  4. 4. Getting started working with influencers: Start by defining your: ● Budget ● Objective ● Target Platform 4
  5. 5. Determining who to partner with: Ensure the profile / channel / blog you are partnering with is a fit. Ask yourself these three questions: 1. Does this person have REACH? 2. Is the person AUTHENTIC? 3. Does this person reach you target audience? Which do you think is the most important of these three? 5
  6. 6. Identifying Influencers: The hardest part is to search Instagram or YouTube by audience There is no way to do this on the platform. Two approaches work: ● Conduct research to find influencers who reach your audience by putting yourself in the mindset of your target customer (or you can Google for it) ● Pay for a third party tool that lets you search by audience demographic. #1 Recommendation is Deep.Social Search by person’s location, age, gender, follower count, content keywords. Search by audience location, age, gender, etc 6
  7. 7. Executing your campaign: Let’s focus on Instagram: Do you have budget or time? If you have budget, consider a partner to execute a sponsorship campaign. If you have a low budget - consider gifting. 1. Make sure your Instagram profile has 9+ quality posts. 2. Find Instagrammers 10k-100k who fit the 3 point criteria mentioned earlier 3. Follow them, engage their content with genuine likes and comments over the span of ~ 1- 2 weeks. 4. Reach out! 5. Follow up and continue to engage their content 6. If they agree to receive product, ship. 7
  8. 8. Tips for Successful Gifting: ● The person you are messaging owes you nothing, even if you ship them product. ● Of course, you are welcome to follow up with them to ask feedback. ● Instagrammers will not post negative reviews if they didn’t like the product, they just won’t post ● In your shipment, include brand materials, message points, a hashtag to use and a handwritten thank you card ● A 40% success rate on gifting is a good baseline of success - aim for that! ● Keep in touch with the people who liked your product and posted about it. Work to win them over to be an advocate for your brand. You can always ship them more ;) 8
  9. 9. When to consider sponsorships: Gifting is the best solution if you lack substantial budget, however it is far from the most effective. A sponsorship will give you the most control of the messaging and ensure you will get a post (in your target timeframe.) Other benefits: ● Require inclusion of a promo code (assign everyone their own) ● Require the IG bio to have a link to your page (for 24 hours after the post goes live) ● Make mention of where to get the product in the description as well. ● Get your brand @tagged in the post ** NOTICE: If you are paying someone to post about your product, they must disclose that in their post. The most common, acceptable way to do so is add #ad 9
  10. 10. Examples of Sponsored Posts: 10
  11. 11. Let’s Talk YouTube! YouTube sponsorships are WILDLY effective at driving sales - however, they are usually pricey. The channel can deliver a clear call to action to a clickable, trackable link to your store OR giveaway. Reach, Authenticity and Target Audience are more crucial than ever because the cost of an effective sponsorship will typically be $5k+ Reach: Should NOT be measured in terms of # of subscribers - rather, # of views a channel can deliver. Target Audience: No easy way to discern. Use third party “best guess” data - but ALWAYS get a screenshot to confirm! (We have seen $10k drive 0 results!) 11
  12. 12. Tips for a successful sponsorship: ● Communication is key. Not only communication from your side, the influencer must do their part as well. ● Don’t be afraid to give up creative control! ● A contract between both parties IS NOT OPTIONAL! ○ Communicate clear expectations ○ Do’s and Don’ts ○ Timing ○ Hashtag ○ Require FTC compliance 12
  13. 13. Thank You. 13

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