How to create a successful campaign and relationship with an influencer for your brand? Influencer Relations Specialist Mar Barbera knows a thing or two about this marketing strategy. Check out her "Influencers Relations 101" presentation:

1. Influencer Relations 101
Presented by C&P Influencer Relations
November 14, 2018

2. Today’s Agenda
1. Introduction
2. How to budget influencer activities
3. Types of partnerships
4. How to choose the right influencer
5. Industry insights
6. Key takeaways & tools
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3. Introduction (I)
An influencer is a person or small group that has the ability to influence
the behaviour or opinions of others.
Today, influencer = digital influencer = Instagram influencer
● Nano influencer: < 2,500 followers
● Micro influencer: 2.5k to 15k followers
● Mid-tier: 20k to 100k followers
● Macro: <100k followers
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4. Introduction (II)
Key terms
● Followers
○ Potential Reach
● Reach
○ Max 20%
● Engagements
○ Likes and comments
● Engagement rate (ER)
○ % of engagements among
followers
○ Average (12 most recent
posts) or per post
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5. Introduction (II)
Key terms
● Followers
○ Potential Reach
● Reach
○ Max 20%
● Engagements
○ Likes and comments
● Engagement rate (ER)
○ % of engagements among
followers
○ Average (12 most recent
posts) or per post
20% reach of
28,000 followers =
5,600
1,187 engagements
= 4.22% ER
@chelloveswine
AER (12 most
recent posts) is
2,69%
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6. Introduction: Examples
● Followers: 80k
● Likes: 10k
● Engagement rate: 13%
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7. Introduction: Examples
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● Followers: 10k
● Likes: 600
● Engagement rate: 6%

8. Introduction: Examples
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● Followers: 16k
● Likes: 180
● Engagement rate: 1,2%

9. Why Do Brands Work With Influencers?
● Their audiences
○ Augmented reach or specific demographics
● Their advocacy
○ Looking to be associated with their style, expertise, coolness
● Their content development skills
○ Creative skills, location, travel, on-trend creative style
● Because it’s 2018
○ This is not a good reason!
Always keep your reason in mind through the whole process, from
planning to selecting, from pitching to reporting!
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10. How to Budget Influencer Activities (I)
Depends on type of activity:
● Event attendance: $0 (ideally transportation)
● Content Creation: samples & est. $100 - $2,000
● Trips: TBD
Budgets for influencer activities should always include:
Workload will depend on type of partnership
(lower for long term, higher for high volume
and/or campaign-based, even higher for organic
Dedicated hours + OOP budget
Organic influencer relations can support
activations, but it’s not realistic anymore to
expect high success rates
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11. How to Budget Influencer Activities (II)
Influencer fees are mostly determined by follower count:
● <5,000 followers: could be organic
● 5,000 - 15,000 followers: est. $100 - $250
● 20,000 - 80,000: est. $300 - $2,000*
● 100,000 followers: est. $2,000+
Other aspects might influencer rates:
● Quality / complexity of content
● Engagement rate
● Brand fitness / attractiveness
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12. Type of Partnerships
● Sampling: X influencers per month
● Events: make sure it’s Instagrammable!
● Campaign awareness: X influencers per campaign
● Influencer partner/s: X post per month for a period of time
● Insiders: small group with special access
● Account highlights
● Hosted events: influencer invites influencer friends
● Contests: a good incentive will increase engagement
● Influencer photoshoot
● Content development
● Instagram Takeover / Stories Takeover
Let’s get creative!
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13. How to Choose the Right Influencer
A successful collaboration with an influencer will be on-brand (for both
the brand and the influencer), will feel authentic and will perform as well
as the rest of their content (or better!).
Ask yourself: do I see my product in this feed? Would this influencer like
my brand if they knew it? Would their followers like it?
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14. How to Choose the Right Influencer
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If a food influencer never posts content
that shows them eating or cooking at
home, would you chose them to promote
a food item or ingredient? A wine that is
not available on premise?

15. How to Choose the Right Influencer: Checklist
❏ The influencer is and looks 21+
❏ 75% of their audience is 25+
❏ Their ER is 3%+
❏ The influencer has posted about the category before (at least
organically)
❏ Their style (visual and copy) fits the brand
❏ Their theme fits your objective
❏ The influencer discloses brand partnerships, but they don’t look or
read like ads
❏ The number of engagements is similar in their brand partnerships
and non-sponsored posts
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16. Industry Insights
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17. Industry Insights
Influencer Marketing
pros across industries are
focusing on:
● Authenticity
● Partnerships
● Measurement
● Compliance
*The Interactive Advertising Bureau (IAB)
is an advertising business organization that
develops industry standards, conducts
research, and provides legal support for
the online advertising industry.
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18. Authenticity
Both influencers and brands value content that
seems authentic and organic.
Brands:
● Choose influencers that align with the brand’s
values and whose themes match their products
● Give the influencer enough freedom to
showcase the product their way
Influencers:
● Work with brands and products that are a good
fit for their content themes and style
● Adapt the brand’s messaging to their voice as
much as possible
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19. Authenticity
Both influencers and brands value content that
seems authentic and organic.
Brands:
● Choose influencers that align with the brand’s
values and whose themes match their products
● Give the influencer enough freedom to
showcase the product their way
Influencers:
● Work with brands and products that are a good
fit for their content themes and style
● Adapt the brand’s messaging to their voice as
much as possible
C&P Practice:
Provide brand messaging
and social information to
influencer, but allow them
to exercise their creative
liberty when producing
content. If content is
produced on a regular basis
as a result of a partnership,
provide feedback shortly
after content goes live.
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20. Long-term vs. Short-term
Most influencers agree that long-term partnerships
are preferred to one-offs. Advertisers agree that the
figure of a brand ambassador is preferred, but
finding the right partner is critical and not easy.
Brands:
● Short-term partnerships with a good creative
concept to boost a product launch or a specific
campaign
Influencers:
● Short-term partnerships as a way to start
working in a new industry
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21. Long-term vs. Short-term
Most influencers agree that long-term partnerships
are preferred to one-offs. Advertisers agree that the
figure of a brand ambassador is preferred, but
finding the right partner is critical and not easy.
Brands:
● Short-term partnerships with a good creative
concept to boost a product launch or a specific
campaign
Influencers:
● Short-term partnerships as a way to start
working in a new industry
C&P Practice:
Aim to target influencers
who either follow/have
posted about your brand
already, similar brands, or
the general category.
Length of partnership will
depend on objectives and
budget.
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22. Measurement
● Measurement is key for brands and delicate
for influencers. Only if a long-term partnership
or big one-off collaboration is in place
influencers agree to send detailed results of
their content’s performance.
● Maximum organic reach is around 20% on
Instagram and 7% on Facebook. When brands
invest in influencers and they want to make
sure they’re reaching 100% of their followers,
they boost the content with media spend until
they reach the target number.
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23. Measurement
● Measurement is key for brands and delicate
for influencers. Only if a long-term partnership
or big one-off collaboration is in place
influencers agree to send detailed results of
their content’s performance.
● Maximum organic reach is around 20% on
Instagram and 7% on Facebook. When brands
invest in influencers and they want to make
sure they’re reaching 100% of their followers,
they boost the content with media spend until
they reach the target number.
▶️ She has 115k followers and her posts
receive an average of 2,000 likes
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24. Measurement
● Measurement is key for brands and delicate
for influencers. Only if a long-term partnership
or big one-off collaboration is in place
influencers agree to send detailed results of
their content’s performance.
● Maximum organic reach is around 20% on
Instagram and 7% on Facebook. When brands
invest in influencers and they want to make
sure they’re reaching 100% of their followers,
they boost the content with media spend until
they reach the target number.
C&P Practice:
Just as we report impressions for
media relations, we use an
influencer’s audience (followers)
as the standard to measure
performance. In addition to this,
we ensure that points such as
engagement, top comments
about brand/client, and
implementation in
Stories/Highlights or other
Instagram features, are
mentioned.
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25. Compliance
The FTC’s guidelines recommend that, if an
influencer mentions a brand or service as a result of a
material connection with the company, there needs
to be a clear and conspicuous disclosure.
● A material connection is any payment or
compensation, including products, flights, hotel
stays etc
● #sponsored, #ad, #XYZ_ambassador can work
as clear and conspicuous disclosures as long as
they are featured prominently in the content
(not if they’re in the bottom of a cloud of tags)
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26. Compliance
The FTC’s guidelines recommend that, if an
influencer mentions a brand or service as a result of a
material connection with the company, there needs
to be a clear and conspicuous disclosure.
● A material connection is any payment or
compensation, including products, flights, hotel
stays etc
● #sponsored, #ad, #XYZ_ambassador can work
as clear and conspicuous disclosures as long as
they are featured prominently in the content
(not if they’re in the bottom of a cloud of tags)
C&P Practice:
Utilize #sponsored or #ad in
upfront hashtags in
collaborations and always
have an agreement in place.
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27. Key Takeaways
& Useful Tools
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28. Key Takeaways
● Don’t rely on organic partnerships exclusively
● Check follower count, but also ER
● When you budget, think of hours + fee
● Go beyond sampling!
● Always keep objectives in mind
● Work with influencers who would use your product
organically
● Always have an agreement in place for paid collaborations
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29. Useful Tools
● To download Instagram posts: DownloadGram
● To download Instagram Stories: Storiesig
● To calculate general ER and post ER: Instagram Influencer
Earnings Calculator
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30. Thanks!
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