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Neil Henderson from Assembly - How To Run an ROI Positive campaign... and Have the Data to Prove It.

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Neil Henderson from Assembly - How To Run an ROI Positive campaign... and Have the Data to Prove It.

Presentation for Under The Influence by Influencer Marketing Hub (https://influencermarketinghub.com)

Published in: Business
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Neil Henderson from Assembly - How To Run an ROI Positive campaign... and Have the Data to Prove It.

  1. 1. 1 How to Run an ROI Positive Campaign… and Have the Data to Prove It. Neil Henderson, CEO & Co-Founder Under the Influence, November 8th 2017, London
  2. 2. 2 #Family #Maira #Business #Squash #Squash #Squash #Travel #WannabeSquashPro #ChihuahuaOwner Neil Henderson Assembly CEO & Co-Founder 2949 Total Reach
  3. 3. Our Team 3 2nd Fastest Growing Software Company Team of 43 in beautiful Victoria, BC Redbrick 40+ Million Page Views Over 1 Billion Events Analyzed 1.1 Million “Shifts” Last Month 4 Million Visitors Products
  4. 4. So…What’s Assembly All About? 4 Onboard Influencers Create Targeted Campaigns Set Budgets & Milestones Manage Your Campaign Leverage White Label Options Communicate In-App Pay Your Influencers Track & Analyze Everything Review & Approve Content
  5. 5. 5 Important Steps in Running an ROI Positive Campaign 5 1) Discovery of Authentic Influence 2) Your Definition of ROI 3) Campaign Creation 4) Tracking 5) Prove ROI! Analytics & Reporting
  6. 6. An Influencer’s Perspective - Rad Girls Collective 6
  7. 7. Cheryl Collins Ottawa, Canada 24 Campaign Invitations 20 Finished Campaigns 23 Accepted Campaigns 42k 23k Instagram Celebrity Influence on In Clothing Fashion cosmetics Bobby Hoffman Los Angeles, USA 45 Campaign Invitations 34 Finished Campaigns 34 Accepted Campaigns 11 Declined Campaigns 2m 1.9m 104k Cooking Facebook & Twitter Videos Fashion Healthy Food Andrea Ruiz Stockholm, Sweden 24 Campaign Invitations 20 Finished Campaigns 23 Accepted Campaigns 1 Declined Campaigns 985k 2.6k 6.8m Fitness Great photos Proteins Crossfit Selfies with products Gym Watches Discovering Influence 7 • Influencer Marketplaces/Networks/Discovery Platforms • Influencer Marketing Agencies • Direct Outreach • Influencer Referrals • Look Within! • Mix & Mingle • Be Approachable What is your Ideal Customer Profile? Understand who your brand appeals to, and which influencers they follow “I love cold emailing because I can go to the brands I love and give them a clear idea of what I'm looking for and what I can offer. I've gotten some pretty sweet gigs from sending a cold email. After all, if you don't ask, you'll never know!” Rad Girls Collective
  8. 8. 8 Defining ROI ROI = ($ Gain - $ Cost of Influencer Spend) / $ Cost of Influencer Spend Shift Case Study: 28% ROI = ($6400-$5000)/$5000 Werner and Team’s PDF: “How to Measure Influencer Marketing ROI” • Sales • Lead Submit Forms • Installs • Traffic to a Specific Campaign LP • Increased Follower Count/Reach • Posts Views/Impressions • Generation of high quality content • Campaign Engagement (likes, comments, shares) What is your ‘return?’ Does your conversion point equate to $?
  9. 9. Campaign Creation: Shift Case Study 9 Destination URL Conversion Goal Content Creator? Approval? Creative Type Milestones Payment Type Campaign Brief Checklist Restrictions? Requirements? Brand Details A pain point I encounter is when brands have no idea what they want. It usually starts like this: I receive an Instagram DM or email asking to "collaborate." I ask what they have in mind. They respond with, "Dunno! Let's brainstorm!" Rad Girls Collective
  10. 10. Shift Case Study: Campaign Creatives 10 ˜ Medium - Why The… http://medium.com/why-the-ux-of-using-gmail-is-broken
  11. 11. Assembly Tracking 11 Unique Tracking Links1 All influencers, all platforms. Pixel Script2 Place on page where conversion will fire. Copyhttp://linki.ly/r/JXeQ2P CopyNicoleFB20Nike Coupon CodesTracking Links Facebook Copyhttp://linki.ly/r/YCbI4L CopyNicoleTw20Nike Coupon CodesTracking Links Twitter Copyhttp://linki.ly/r/REaX6H CopyNicoleBl20Nike Coupon CodesTracking Links Blog Generate Links Add Coupon CodesTracking Nicole Monnier Published Posts3 Placement of published posts in platform. Add Link Paste link here Select Social Channel Add Published Post Select Add Facebook https://www.facebook.com/wyzszaszkolamelanzuu/videos/1435318149829933 Copy Copyhttps://www.facebook.com/wyzszaszkolamelanzuu/videos/1435158149821990 Twitter https://twitter.com/flytographer/1349235235/ Copy Blog http://www.flytographer.com/blog/how-travel-consultant-finds-the-best-e... Copy Nicole Monnier Tracking Details Requirements Milestones & Budget Tracking Click here to confirm you would like to include pixel tracking in your campaign (or leave un-checked if no longer wanted). Pixel Script <img src="https://linki.ly/p/Q2wqFLNh.gif?value=19.99" /> Copy Script You’ve chosen to track sales and conversions by adding a pixel to your site. You will need to add the following code to on the page where your conversion will take place.
  12. 12. Shift Case Study: Analytics & Reporting 12
  13. 13. Shift Case Study: Analytics & Reporting 13
  14. 14. Takeaways 14 1 Planning is everything! 2 Ensure all your ‘return’ metrics are trackable! 3 Who are your influencers? How will you define ROI? Is your campaign brief ready? So you can measure and prove ROI. Build long term influence. Maintain valuable relationships with influencers on platforms that work. Cheryl Collins Ottawa, Canada 24 Campaign Invitations 20 Finished Campaigns 23 Accepted Campaigns 42k 23k Instagram Celebrity Influence on In Clothing Fashion cosmetics Bobby Hoffman Los Angeles, USA 45 Campaign Invitations 34 Finished Campaigns 34 Accepted Campaigns 11 Declined Campaigns 2m 1.9m 104k Cooking Facebook & Twitter Videos Fashion Healthy Food Andrea Ruiz Stockholm, Sweden 24 Campaign Invitations 20 Finished Campaigns 23 Accepted Campaigns 1 Declined Campaigns 985k 2.6k 6.8m Fitness Great photos Proteins Crossfit Selfies with products Gym Watches
  15. 15. 15 Stop by our booth for a chance to win the Flytographer photoshoot of your dreams! The winner will enjoy a 30 minute shoot (and 15 photos to take home) in the city of their choice.
  16. 16. Thank you! 16 Questions? Please stop by our booth!

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