Social media influencer marketing a framework for success - michelle goodall

Smart ideas. Big changes. © Michelle Goodall 2016
Social media influencer
marketing –
a framework for
success.
Michelle Goodall
@greenwellys
linkedin.com/michellegoodall

Who am I?
Michelle Goodall (@greenwellys)!
18 years digital consultant. MCIPR,
Innovation in Communications Panel
founder member,  
Author, Econsultancy trainer and consultant.  
Help organisations transform in digital world.  
BBC, London2012, Direct Line, US
Embassy etc.
“absolutely brilliant to work with - highly professional, but
also great fun” “a leading digital marketing speaker and
consultant”
Copyright © Michelle Goodall

What’s this all about?
•  Define social media influence#
•  Share some examples to help spark some ideas#
•  Prompt you to think about how social media
influencer marketing could work for you#
•  7 categories of social media influencer #
•  11 rules framework to help you make it happen#

What is influence?
“You have been
influenced when you
think in a way you
wouldn’t otherwise
have thought, or do
something you
wouldn’t otherwise
have done.”
Philip Sheldrake - The Business of Influence

What is social media
influencer marketing?
Identifying and working with people
who can spread your message in
their social networks:#
1.  To reach existing or new
audiences#
2.  To make them think, feel or do
something #
3.  With some measurable
business building outcome#

Why it’s important?
1.  Diminishing tolerance of ads 
22% of UK adults using adblockers (IAB)#
2.  Social media a “media time suck” 16 – 24s spend
6-7hrs a day online, 1.5hrs on social media (OFCOM)#
3.  Changes in inﬂuence – “the inversion of trust”#

Its big business
Copyright © Michelle GoodallSource: Economist

Understanding changes in
influence
Copyright © Michelle GoodallSource: Edelman’s Barometer of Trust

“A person like yourself”

Myths about influencer
marketing
•  Free
•  Prohibitively expensive for small brands
•  Doesn’t work in B2B
•  “Jumped the shark”

Categories of social media
influencer

7 Categories of social
media influencer
1. Celebrity
2. Professional Top Tier
3. Professional Power Middle
4. Mid-Tier
5. Micro influencers
6. Customer Advocates
7. Staff Advocates

Celebrity influencers

Professional top-tier social media influencers
Professional top tier social media
influencers

Professional power-middle social
media influencers

Mid-tier social media
influencers

Micro influencers

Micro influencers
Micro influencers Copyright © Michelle Goodall

Customer
advocates

Customer advocates

Customer advocates
Long Tall Sally – good example of a
campaign based approach to Customer
Advocates
40th anniversary photo shoot with loyal
customers

Staff advocates

11 golden rules – a
framework for social
media influencer marketing

•  Define influencer marketing your brand/organisation
•  Which blend of influencers could would best for you?
•  Who funds/manages/measures?
•  Agency or direct relationships?
•  Are you building long or short term relationships?
•  Who manages the agile opportunities (Chewbacca Mom)?
“ focus on creating mutual value for all 3
parties: Advertiser – Influencer – Audience”
Michelle Goodall
Rule 1: Clarity

“unique and cannot be replicated by
a media buy or any above-the-line
campaign.
It’s a dialogue that is an essential
part of the advocacy process and
one that should be viewed by any
smart PR and communications
agency or brand as rare and
precious.”
Dom Smales – Gleam Futures (PR
Week)
Rule 1: Clarity

Define which organisational and departmental objectives your activity
supports. Align with or set specific objectives and KPIs.
Influencer marketing can support:
1.  Sales
2.  Product development/innovation
3.  Brand - awareness/share of voice/messaging/sentiment/
reputation
4.  Market research/insight
5.  The Employer Brand
Rule 2: Reality

•  Due diligence required
•  Do we fit? Do we share similar values?
•  Will there be any nasty surprises further down the line?
“It’s not just about money. We have to do as much research as the brands
who approach us. The wrong tie-up could have a devastating impact for us.”
Professional Top Tier Influencer
“It’s so much more important that they share our values than reach an extra
few thousand people. We want relationships that last, with people we like to
work with.”
Marketing Director – Fashion/Beauty Brand
Rule 3: Parity

Does Sharon Osborne really shop
in Asda?

Vs the reality of shopping and
baking with kids…

•  Ensure that social media influencer marketing is not siloed – consistent
messaging
•  Maximise value from social influencers – offline content/internal comms
etc.
“We’ve learnt that whatever we do with influencers, it has to be carefully
integrated across all our communication platforms. That gives us the
biggest ROI and the greatest clarity of message.
It wouldn’t work for us to be talking about one thing on social media,
something else on TV and something else on PR.”
Joanna Kinloch – Head of PR and Internal Comms – Tesco Mobile
Rule 4: Integration

Results
•  >53 million reach for campaign#
•  >1.2 million views of inﬂuencer video content#
•  Longevity of content linking to and on Tesco Mobile
hub#
•  Measurable brand metrics#
•  Consistent messaging through all channels#
•  Reaches and impacts 3 distinct target audiences#

“It’s essential for us to understand who are they actually
influencing.
Once we have a clear overview of who they influence and who
they’re influenced by, it helps determine if they’re a good fit for us.”
Ruxandra Mindruta – Influencer Manager - Brandwatch
Rule 5: Nuance and
niches

Rule 5: Nuances and
niches

Case Study
•  Brandwatch used own analytics tools
to identify 40 influencers, both US and
UK#
•  Top Trumps cards designed and sent
to influencers to kickstart relationship#
•  10m impressions, 400 social posts#
•  Reached and started relationship with
very important global influencers#

Case Study
•  Sustained, managed  
inﬂuencer programme#
•  Event invitations#
•  Early product views/access to
analysts#
•  Webinars, Blabs#
•  #Asktheexpert blog  
content #

Most social media
influencer research done
manually according -
Econsultancy / Fashion &
Beauty Monitor survey.
Identifying and selecting
influencers
Tools like Fashion and Beauty Monitor, Brandwatch,
Traackr make it easier, but offer different data.
Who they influence, Influencer Type,
Category, Past brand partnerships, reach,
rates etc.

Always an issue in social. New
channels = new challenges.
$440 buys 50,000 followers,
5,000 likes and 500 comments!
Fake followers/
engagement?
Commercial tools provide security.
Check for spammy Instagram accounts
<2% engagement rate
speed of likes (level off at 5 mins)
types of accounts liking/following (lots of numbers,
private/child accounts, different language, spammy
posts etc.)

Minefield of platforms.
Best provide – analytics, IP
transfer and ongoing quality
review of influencers.
Useful if short on time/
resource.
However, you do risk lack of
control.
Quantity over quality.
Automating influencer
marketing?

•  Revisit objectives
•  What’s your allowable CPA/CPE/CPC for the
outcomes you want from influencer marketing?
•  What is an equivalent media spend to reach
similar audience?
•  What's the cost to achieve those objectives via
other mediums/channels
•  What’s the cost to create your own content?
•  Set budgets and plan with this in mind - don't
undervalue (or overvalue) influencers
Rule 6: State its
worth

“Our industry is well ahead of many sectors.
But big names have made it hard for the mid-
tier bloggers to get a foothold. Unscrupulous
mid-tier bloggers are swelling themselves with
fake followers/likes and are charging
astronomical prices.
Bottom line is that I’ve got to show sufficient
ROI on £7k for an Instagram post, so we’re
targeting emerging, niche, interesting
influencers.”
Head of Marketing/Comms – Fashion Brand

I$ it all about the money,
money, money?
•  69.7% of influencers prefer payment for placement
•  Many use affiliate programs and look for blended deals with advertisers
•  Some 3rd party platforms provide “Pay per engagement or Pay per view” - modified
version of PPC - pay the influencer rather than Google
•  Some accept product or experience in return for review/coverage - a more traditional
PR approach
•  Many value intangible compensation e.g.
•  Strengthen their status as opinion leaders by association
•  Increase their reach
•  Improve their content quality
•  Shape or evolve their own image
•  VIP – provide access to people, information, events etc.

•  Talk to them! Be fair….look at your allowable CPA/CPE/CPC or
equivalent media spend “rare and precious” (i.e. don’t take the p!$
$ but don’t be duped)
•  Many Fashion Beauty Monitor influencers on their database
provide guide rates – most open to discussion
•  Explore different types of value: affiliate/commission, early doors
views on new features (b2b), meeting the talent, experiences etc.
•  Remember, influencers are very well connected and talk to each
other!
Rule 7: WIIFM?

•  Ensure you’ve done your research – make your email/
message personalized and to the point.
•  Contact them first on their platform of choice - Are they most
active on LinkedIn, Twitter, or is email their preferred means
of getting in touch?
•  Put a premium on their needs first “what’s in for them
(WIIFM)” not your own requirements and expectations.
Contacting influencers

•  PR approach
•  Gifting
•  Competitions and Giveaways
•  Events
•  Sponsored blog posts
•  Sponsored social media posts
•  Guest blogging
•  Influencer takeover
•  Advertising or Affiliate Partnership
•  Brand endorsement/ambassador
•  Creative collaborator
Possible Models for
collaboration

•  A lot of control!
•  Work with influencers on ideas – they know their audience, nuances of
each platform, how social connects, content formats, episodic content,
story arcs, hidden platform features etc.
•  Often more creative and better at social content/platforms than you or
your agencies – for some, it’s their full time job!
Rule 8: Relinquish

•  Understand laws of ‘payment and control’ - ensure you and your
influencers adhere to it
•  Different laws for different countries. UK regulated by ASA’s CAP Code
and Consumer Protection Regulations http://bit.ly/capcodeFOM
•  60 consumer protection organisations ICPEN - http://bit.ly/ICPENDMX
•  Ireland’s ASAI provides clear guidelines - http://bit.ly/ASAIDMX
•  Professional influencers are excellent and understand differences
between advertising, advertorial, product placement and free items
•  Mid Tier/Micro often flaunt law = reputational and legal risk for brands
Rule 9: Regulate

Nope!
No #ad #spon #sp

Yes!

•  Align to your objectives
•  Use combination of measurement tools
•  Qual – surveys, sentiment analysis (comments), brand perception
etc.
•  Quant – Campaign UTMs/tags, conversion pixels, discount codes
•  Influencer metrics – platform metrics
•  Measurement frameworks to bring paid, owned and earned media
Exposure – Engagement – Influence – Impact - Advocacy
Rule 10: Measure

As platforms and influence evolves, so should
you:
•  Embed tracking pixels into content and use
data capture mechanism on site. Retarget
with display, Facebook and Twitter ads.
•  Try to isolate and attribute non referral traffic
or search spikes (offline PR as well as
influencer activity)
•  If views are higher than average, promote
influencer’s content on premium publisher
sites.
Rule 11: Iterate, Iterate,
Iterate

•  Ensure you/influencers are sharing their
articles across multiple platforms – consider
support via paid advertising
•  Repurpose snippets of influencers content on
Instagram, Twitter, Facebook, Slideshare etc.
•  Provide discount codes and ‘comment to buy’
features in Snapchat and Instagram
Rule 11: Iterate, Iterate,
Iterate

Seek the perfect
influencer
•  Creative - Can put the right words into
the right people’s ears/eyes/devices#
•  Credible – right for your brand,
connected to the right audiences#
•  Adds value - access to their creativity/
knowledge and inﬂuence network, not
just their audience #
•  Honest – willing to challenge you and
build on your campaigns#

Take outs
7 categories of social media inﬂuencer#
Celebrity - Professional Top Tier - Professional Power Middle -
Mid-Tier – Micro - Customer Advocates – Staff Advocates
11 golden rules to follow
Clarity Reality Parity
Integration
Nuances and Niches State its Worth WIIFM
Relinquish
Regulate Measure Iterate, Iterate, Iterate

Image credits
#
•  Sweaty Betty#
•  Sport England#
•  Dr Sue Black #
•  The Do Lectures#
•  YCN.org#
•  ReallyRee/Fleur de Force#
•  Thanks to: Tesco Mobile, Direct Line, Pai Skincare, Brandwatch#

Smart ideas. Big changes. © Michelle Goodall 2016
Social media influencer
marketing - a
framework for success.
Michelle Goodall
@greenwellys
linkedin.com/michellegoodall

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