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Rules of Engagement: Navigating the Influencer Marketing Landscape

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Gone are the days where the term “influencer” applied only to celebrities or early digital pioneers with blogs. Now, lots of people have highly targeted and engaged follower bases. This increased pool of potential influencers brings increased complexity in managing campaigns and monitoring effectiveness. In this session presented at Louisville Digital Association's Digital Crossroads event, Emily Ho of Authentically Social examined the key elements of influencer marketing from both the brand and influencer perspectives. More resources available after 10/26/16 on http://authenticallysocial.com/digitalcrossroads.

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Rules of Engagement: Navigating the Influencer Marketing Landscape

  1. 1. 1 Naviga&ng the Influencer Marke&ng Landscape E m i l y H o , @ a u t h e m m i e RULES OF ENGAGEMENT
  2. 2. 2 About Emily Ho Principal, Authen2cally Social Brand and Product Management Background Lexington, KY Social influencer, body posi2ve fitness and plus fashion UK Alum: BA Adver2sing, MBA, Marke2ng Writer R U L E S O F E N G A G E M E N T As seen in: Influencer Marke&ng Campaigns with: authen&callyemmie.com
  3. 3. 3 R U L E S O F E N G A G E M E N T Why Influencer Marke&ng Right Now? 1.  Blogger ad networks dropping 2.  Engaged audience 3.  Trust and authen:city – ad fa:gue 4.  Ad blocker immunity 5.  Original content 6.  Improved Tracking
  4. 4. 4 Audience Authen2city Research Collabora2on Content R U L E S O F E N G A G E M E N T Influencer Value
  5. 5. 5 R U L E S O F E N G A G E M E N T Influencer Marke&ng Elements Why are influencers good for this project? Does this align with a larger campaign? What is the key ac2on you want their followers to take? Goals & Objec2ves Create a distribute brand briefs, talking points, disclosure standards. Execute contracts. Be on hand for ques2ons. Ac2va2on Hashtag searches Influencer networks: TapInfluence, BlogHer, Reelio PR agencies Discovery Tracking links/pixels Engagement metrics Cost per engagement Measurement
  6. 6. 6 R U L E S O F E N G A G E M E N T Types of Influencers Established personali2es across mul2ple pla]orms, known for high quality crea2ve. Followers across channel in millions. Top Tier Great for awareness from a reach perspec2ve, doesn’t always translate to direct sales Celebri2es Influencers who have cul2vated a following and whose opinions are trusted by their followers. More accessible, but providing good reach. 10k-2MM Power Middle Rela2vely small following but well- regarded in a very specific subject. Authen2city, engagement, content quality Micro-Influencers
  7. 7. 7 R U L E S O F E N G A G E M E N T Influencer Program Types Gicing $ $$ $$$ $$$$ $$$$$ Micro Influencers Top Tier, Celebri2es Power Middle Power Middle, Top Tier Micro Influencers, Power Middle Single pla]orm, Branded content share Affiliate, Mul2 pla]orm Sponsored original content, mul2 channel Ambassadors
  8. 8. 8 R U L E S O F E N G A G E M E N T 5 Mistakes of Brands Focusing on the size1 2 3 4 5 Misalignment with other ini2a2ves Product-only asks – spray and pray Wai2ng on measurement tools to begin Underu2liza2on of evergreen/ original content
  9. 9. 9 R U L E S O F E N G A G E M E N T 5 Pet Peeves, as Told By Influencers Unclear on the ask1 2 3 4 5 Too many restric2ons Asking avoidance of disclosure Failure or delay of payment Lack of communica2on, then 2ght deadlines
  10. 10. 10 R U L E S O F E N G A G E M E N T Future of Influence 1.  Fewer celebs, more power middle and micro 2.  Increased focus on disclosure 3.  Increased compe::on among influencers 4.  Increased calls for payment 5.  Brand direct over agency 6.  Improved tracking
  11. 11. 11 Slides and resources aWer 10.24.16 at hZp://Authen&callySocial.com/digitalcrossroads Connect @authemmie on Instagram or Twiker Facebook: /authen2callyemmie or /authen2callysocial hkp://linkedin.com/in/emilyjoanho emily@authen2callysocial.com QUESTIONS

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