How to Run a Successful Influencer Marketing Campaign
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This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: This session will provide an overview on influencer marketing. The agenda will include, how influencers differ from traditional affiliates, KPIs for measuring the success, tools and tactics.
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How to Run a Successful Influencer Marketing Campaign
- 1. How to Run a Successful Influencer Marketing Campaign
- 2. What Is Influencer Marketing Planning Your Campaign Identifying Influencers Recruiting Influencers Measuring Your Campaign Q & A Agenda
- 3. What Is Influencer Marketing Earned OwnedPaid Tastemakers & Thought Leaders Social Media Content Marketing
- 4. Planning Your Campaign Know Your Audience Set Goals Allocate Budget Who Do You Want To Reach? Who Is The Target Market For This Message? Set Clear Goals Define Success Measurable KPIs Pay for Post Revenue Share Barter
- 5. Identifying Influencers What To Look For Metrics/KPI Reach Unique visitors, activity across multiple social channels Relevance Content quality, audience demographic Engagement Comments, questions, re-posts, and social media shares
- 6. Recruitment Tools Influencer Search and Recruitment Tools Search Engines Databases Networks Marketplaces
- 7. Recruitment Tactics Influencer Recruitment Tactics Shared Documents CRM Tools Effective Pitch Proper Introduction Intention Detail Call To Action
- 8. Measuring Your Campaign Campaign Goal KPI Brand Awareness Impressions Site Traffic Clicks Increase Fan Base Follows Quality of Content Shares Engagement Comments Ecommerce Conversions
- 9. Compliance FTC Disclosure Rules Sponsored Content Requirements Clear & Conspicuous Avoid False Claims Penalties
- 10. Recap Influencers are thought leaders & tastemakers you leverage through paid media to carry your brands message. Define clear goals and metrics prior to identifying and recruiting influencers. Traditional affiliate marketing metrics do not always apply. Compliance is important. Familiarize yourself with FTC disclosure requirements before launching a campaign.
- 11. Adam Dahlen| Director of Client Development +1.612.584.4356 adahlen@iAffiliateManagement.com linkedin.com/in/adamdahlen
Editor's Notes
- What is influencer marketing: Influencer marketing is a discrete form of marketing that taps into tastemakers and thought leaders to carry your brand’s message. Instead of marketing directly to directly to the customer, brands leverage influencers to get the word out for them.
- A successful influencer marketing campaign begins in the planning stage. Know Your Audience The first step in planning an influencer marketing campaign is to step back and make sure you understand your audience. Key questions to answer are: Who do you want to reach? Who is the target market for this message? Set Clear Goals & Define Success It is important to set clear goals for the campaign before moving forward. Common goals for an influencer marketing campaign can include the following: Brand Awareness – Example: Brand mentions on social media Engagement – Examples: Social media shares or comments on blog posts or social media posts Lead Generation or Sales – Examples: Role the campaign played in generating conversions These goals should be backed up by measurable KPI’s (Key-Performance Indicators) Allocate Budget A defined budget allows you to set reasonable goals for the campaign. There is no industry standard pay rate for influencers. Pay for Post Rev share Barter
- Reach: The size of the influencers following. What is their audience on multiple social channels. Relevance: Is the influencer’s content and audience relevant to your brand. Less can be more. For example: if you sell vintage record players, which is more valuable? A blogger who only writes about vintage record players and has 10,000 followers, or a blogger who writes generally about stereo equipment but has 100,00 followers? Quality: Focus on influencers that produce authentic content. Is the content shared across plaforms? Are there comments?
- Search engines: One way to find influencers is to manually search for them through Google & Bing. Databases: Databases have done the searching for you. Most offer search features along with contact information, reach metrics, and CRM features Networks: The network has relationships with influencers and requires you to work with their team instead of working direct. Marketplaces: Hybrid of a database and network. Allows you to work directly with the influencer. More of an engaged database.
- Search engines: One way to find influencers is to manually search for them through Google & Bing. Databases: Databases have done the searching for you. Most offer search features along with contact information, reach metrics, and CRM features Networks: The network has relationships with influencers and requires you to work with their team instead of working direct. Marketplaces: Hybrid of a database and network. Allows you to work directly with the influencer. More of an engaged database.
- Search engines: One way to find influencers is to manually search for them through Google & Bing. Databases: Databases have done the searching for you. Most offer search features along with contact information, reach metrics, and CRM features Networks: The network has relationships with influencers and requires you to work with their team instead of working direct. Marketplaces: Hybrid of a database and network. Allows you to work directly with the influencer. More of an engaged database.
- When is disclosure required: The FTC is only concerned about endorsements that are made on behalf of a sponsoring advertiser. For example, an endorsement would be covered by the FTC Act if an advertiser – or someone working for an advertiser – pays you or gives you something of value to mention a product. If you receive free products or other perks with the expectation that you’ll promote or discuss the advertiser’s products in your blog, you’re covered. Bloggers who are part of network marketing programs where they sign up to receive free product samples in exchange for writing about them also are covered. Clear & Conspicuous: Per the FTC, disclosures should be: in clear and unambiguous language; as close as possible to the native ads to which they relate; in a font and color that’s easy to read; in a shade that stands out against the background; for video ads, on the screen long enough to be noticed, read, and understood; and for audio disclosures, read at a cadence that’s easy for consumers to follow and in words consumers will understand Avoiding False Claims: You can’t talk about your experience with a product if you haven’t tried it. If you were paid to try a product and you thought it was terrible, you can’t say it’s terrific. Penalties Fines, legal fees, monitoring (Lord & Taylor example), loss of consumer trust, bad PR