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#ASE17@accelerationpar
IDENTIFYING AND TRACKING THE BEST
INFLUENCERS FOR YOUR BRAND
ALISON CHEW | August 1, 2017
#ASE17@accelerationpar
THE FIDGET SPINNER
2
#ASE17@accelerationpar
FIDGET SPINNER TIMELINE
3
#ASE17@accelerationpar
WHAT/WHO ARE
INFLUENCERS?
4
#ASE17@accelerationpar
CELEBRITY
Kim Kardashian
SIZE OF INFLUENCER
MICRO
Taylor Walker
MACRO
Brian Kelly
@thepointsguy
5
#ASE17@accelerationpar
WHAT IS A MICRO-INFLUENCER?
6
10-250K
FOLLOWERS
LOYAL
FOLLOWING
COST
EFFECTIVE
BETTER
ENGAGEMENT
HI...
#ASE17@accelerationpar
IDENTIFYING THE RIGHT TYPE OF MICRO-INFLUENCERS
7
GEO QUALITY ENGAGEMENT CHANNELS
JESSICA JIMENEZ
@...
#ASE17@accelerationpar
YOU ALSO NEED TO
FIGURE OUT …
8
#ASE17@accelerationpar
GOALS
9
SALES
GOAL
REACH/BRAND
AWARENESS
CONTENTENGAGEMENT
#ASE17@accelerationpar
COMPENSATION
10
PERFORMANCEFLAT FEE FREE PRODUCT
#ASE17@accelerationpar
WHAT WILL YOU GIVE INFLUENCERS?
11
GIVEAWAYS INSIDER INFO
CONTENT
BRAND EXPERIENCE
COUPON CODESEXCL...
#ASE17@accelerationpar
CONTENT CREATION
12
IMAGES BLOG POST VIDEO REVIEW
#ASE17@accelerationpar
ALIGNMENT
#ASE17@accelerationpar
14
#ASE17@accelerationpar
COMPENSATION AND GOAL ALIGNMENT
Does what you’re asking them to do align with the compensation you’...
#ASE17@accelerationpar
16
#ASE17@accelerationpar
EXAMPLE 1 – REACH GOAL
17
GOAL
=
REACH
#ASE17@accelerationpar
EXAMPLE 2 – SALES GOAL
18
GOAL
=
SALES
#ASE17@accelerationpar
EXAMPLE 3 – CONTENT GOAL
19
GOAL
=
CONTENT
#ASE17@accelerationpar
CLOSING THE LOOP TO
GIVE BRANDS MORE DATA
20
#ASE17@accelerationpar
CHALLENGE: TRACKING ALL PERFORMANCE
21
#ASE17@accelerationpar
TRACKING POTENTIAL REACH & ENGAGEMENTS
22
BRAND
#ASE17@accelerationpar
TRACKING SALES: UTM PARAMETERS OR
COUPON CODES
23
www.companyname.com/&utm_medium=email
SAVE 40%
wi...
#ASE17@accelerationpar
TRACKING SALES: SMS MARKETING
24
123 456 789 123 456 789
SAVE 40%
Short message service (SMS) marke...
#ASE17@accelerationpar
TRACKING SALES: AFFILIATE PROGRAM
25
AFFILIATE INFLUENCERS
#ASE17@accelerationpar
TRACKING ALL PERFORMANCE
26
+
www.companyname.com/&utm_medium=email
#ASE17@accelerationpar
TRACKING ALL PERFORMANCE
27
#ASE17@accelerationpar
RECAP
28
GOALS
CONTENT
COMPENSATIONINFLUENCERS
TRACKING TOP
OF FUNNEL
TRACKING BOTTOM
OF FUNNEL
#ASE17@accelerationpar
29
THE FIDGET SPINNER
#ASE17@accelerationpar #ASE17@accelerationpar
QUESTIONS?
ALISON CHEW
Director, Partners & Innovation
alison@accelerationpa...
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Managing Micro-Influencers on a Performance Plus Basis

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This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).

Session description: Alison Chew will review strategies for identifying the best influencers for your brand and will demonstrate new payment models that close the loop on tracking engagement to clicks, orders and sales.

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Managing Micro-Influencers on a Performance Plus Basis

  1. 1. #ASE17@accelerationpar IDENTIFYING AND TRACKING THE BEST INFLUENCERS FOR YOUR BRAND ALISON CHEW | August 1, 2017
  2. 2. #ASE17@accelerationpar THE FIDGET SPINNER 2
  3. 3. #ASE17@accelerationpar FIDGET SPINNER TIMELINE 3
  4. 4. #ASE17@accelerationpar WHAT/WHO ARE INFLUENCERS? 4
  5. 5. #ASE17@accelerationpar CELEBRITY Kim Kardashian SIZE OF INFLUENCER MICRO Taylor Walker MACRO Brian Kelly @thepointsguy 5
  6. 6. #ASE17@accelerationpar WHAT IS A MICRO-INFLUENCER? 6 10-250K FOLLOWERS LOYAL FOLLOWING COST EFFECTIVE BETTER ENGAGEMENT HIGHER CONVERSIONS ENFORCE FTC REGULATIONS
  7. 7. #ASE17@accelerationpar IDENTIFYING THE RIGHT TYPE OF MICRO-INFLUENCERS 7 GEO QUALITY ENGAGEMENT CHANNELS JESSICA JIMENEZ @celebrationstylist
  8. 8. #ASE17@accelerationpar YOU ALSO NEED TO FIGURE OUT … 8
  9. 9. #ASE17@accelerationpar GOALS 9 SALES GOAL REACH/BRAND AWARENESS CONTENTENGAGEMENT
  10. 10. #ASE17@accelerationpar COMPENSATION 10 PERFORMANCEFLAT FEE FREE PRODUCT
  11. 11. #ASE17@accelerationpar WHAT WILL YOU GIVE INFLUENCERS? 11 GIVEAWAYS INSIDER INFO CONTENT BRAND EXPERIENCE COUPON CODESEXCLUSIVE
  12. 12. #ASE17@accelerationpar CONTENT CREATION 12 IMAGES BLOG POST VIDEO REVIEW
  13. 13. #ASE17@accelerationpar ALIGNMENT
  14. 14. #ASE17@accelerationpar 14
  15. 15. #ASE17@accelerationpar COMPENSATION AND GOAL ALIGNMENT Does what you’re asking them to do align with the compensation you’re able to offer them? 15
  16. 16. #ASE17@accelerationpar 16
  17. 17. #ASE17@accelerationpar EXAMPLE 1 – REACH GOAL 17 GOAL = REACH
  18. 18. #ASE17@accelerationpar EXAMPLE 2 – SALES GOAL 18 GOAL = SALES
  19. 19. #ASE17@accelerationpar EXAMPLE 3 – CONTENT GOAL 19 GOAL = CONTENT
  20. 20. #ASE17@accelerationpar CLOSING THE LOOP TO GIVE BRANDS MORE DATA 20
  21. 21. #ASE17@accelerationpar CHALLENGE: TRACKING ALL PERFORMANCE 21
  22. 22. #ASE17@accelerationpar TRACKING POTENTIAL REACH & ENGAGEMENTS 22 BRAND
  23. 23. #ASE17@accelerationpar TRACKING SALES: UTM PARAMETERS OR COUPON CODES 23 www.companyname.com/&utm_medium=email SAVE 40% with code SUMMER40
  24. 24. #ASE17@accelerationpar TRACKING SALES: SMS MARKETING 24 123 456 789 123 456 789 SAVE 40% Short message service (SMS) marketing uses permission-based text messaging to spread promotional messages.
  25. 25. #ASE17@accelerationpar TRACKING SALES: AFFILIATE PROGRAM 25 AFFILIATE INFLUENCERS
  26. 26. #ASE17@accelerationpar TRACKING ALL PERFORMANCE 26 + www.companyname.com/&utm_medium=email
  27. 27. #ASE17@accelerationpar TRACKING ALL PERFORMANCE 27
  28. 28. #ASE17@accelerationpar RECAP 28 GOALS CONTENT COMPENSATIONINFLUENCERS TRACKING TOP OF FUNNEL TRACKING BOTTOM OF FUNNEL
  29. 29. #ASE17@accelerationpar 29 THE FIDGET SPINNER
  30. 30. #ASE17@accelerationpar #ASE17@accelerationpar QUESTIONS? ALISON CHEW Director, Partners & Innovation alison@accelerationpartners.com 30

This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York). Session description: Alison Chew will review strategies for identifying the best influencers for your brand and will demonstrate new payment models that close the loop on tracking engagement to clicks, orders and sales.

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