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Smart ideas. Big changes. © Michelle Goodall 2016
Social media influencer
marketing –
a framework for
success.
Michelle Go...
Who am I?
Michelle Goodall (@greenwellys)!
18 years digital consultant. MCIPR,
Innovation in Communications Panel
founder ...
What’s this all about?
•  Define social media influence#
•  Share some examples to help spark some ideas#
•  Prompt you to t...
What is influence?
“You have been
influenced when you
think in a way you
wouldn’t otherwise
have thought, or do
something ...
What is social media
influencer marketing?
Identifying and working with people
who can spread your message in
their social...
Why it’s important?
1.  Diminishing tolerance of ads

22% of UK adults using adblockers (IAB)#
2.  Social media a “media t...
Its big business
Copyright © Michelle GoodallSource: Economist
Understanding changes in
influence
Copyright © Michelle GoodallSource: Edelman’s Barometer of Trust
“A person like yourself”
Copyright © Michelle Goodall
Myths about influencer
marketing
•  Free
•  Prohibitively expensive for small brands
•  Doesn’t work in B2B
•  “Jumped the...
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. ...
Celebrity influencers
Celebrity influencers
Copyright © Michelle Goodall
Celebrity influencers
Copyright © Michelle Goodall
Professional top-tier social media influencers
Professional top tier social media
influencers
Copyright © Michelle Goodall
Professional power-middle social
media influencers
Copyright © Michelle Goodall
Mid-tier social media
influencers
Copyright © Michelle Goodall
Micro influencers
Copyright © Michelle Goodall
Micro influencers
Micro influencers Copyright © Michelle Goodall
Customer
advocates
Copyright © Michelle Goodall
Customer advocates
Copyright © Michelle Goodall
Customer advocates
Copyright © Michelle Goodall
Long Tall Sally – good example of a
campaign based approach to Customer
Ad...
Staff advocates
Copyright © Michelle Goodall
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 fund...
“unique and cannot be replicated by
a media buy or any above-the-line
campaign.
It’s a dialogue that is an essential
part ...
Define which organisational and departmental objectives your activity
supports. Align with or set specific objectives and ...
Copyright © Michelle Goodall
•  Due diligence required
•  Do we fit? Do we share similar values?
•  Will there be any nasty surprises further down the ...
Does Sharon Osborne really shop
in Asda?
Copyright © Michelle Goodall
Vs the reality of shopping and
baking with kids…
Copyright © Michelle Goodall
•  Ensure that social media influencer marketing is not siloed – consistent
messaging
•  Maximise value from social influe...
Copyright © Michelle Goodall
Copyright © Michelle Goodall
Copyright © Michelle Goodall
Results
•  >53 million reach for campaign#
•  >1.2 million views of influencer video content#
•  Longevity of content linki...
“It’s essential for us to understand who are they actually
influencing.
Once we have a clear overview of who they influenc...
Rule 5: Nuances and
niches
Copyright © Michelle Goodall
Case Study
•  Brandwatch used own analytics tools
to identify 40 influencers, both US and
UK#
•  Top Trumps cards designed ...
Case Study
•  Sustained, managed 

influencer programme#
•  Event invitations#
•  Early product views/access to
analysts#
•...
Most social media
influencer research done
manually according -
Econsultancy / Fashion &
Beauty Monitor survey.
Identifyin...
Always an issue in social. New
channels = new challenges.
$440 buys 50,000 followers,
5,000 likes and 500 comments!
Fake f...
Minefield of platforms.
Best provide – analytics, IP
transfer and ongoing quality
review of influencers.
Useful if short o...
•  Revisit objectives
•  What’s your allowable CPA/CPE/CPC for the
outcomes you want from influencer marketing?
•  What is...
“Our industry is well ahead of many sectors.
But big names have made it hard for the mid-
tier bloggers to get a foothold....
I$ it all about the money,
money, money?
•  69.7% of influencers prefer payment for placement
•  Many use affiliate progra...
•  Talk to them! Be fair….look at your allowable CPA/CPE/CPC or
equivalent media spend “rare and precious” (i.e. don’t tak...
Copyright © Michelle Goodall
•  Ensure you’ve done your research – make your email/
message personalized and to the point.
•  Contact them first on the...
•  PR approach
•  Gifting
•  Competitions and Giveaways
•  Events
•  Sponsored blog posts
•  Sponsored social media posts
...
•  A lot of control!
•  Work with influencers on ideas – they know their audience, nuances of
each platform, how social co...
•  Understand laws of ‘payment and control’ - ensure you and your
influencers adhere to it
•  Different laws for different...
Copyright © Michelle Goodall
Nope!
No #ad #spon #sp
Copyright © Michelle Goodall
Yes!
•  Align to your objectives
•  Use combination of measurement tools
•  Qual – surveys, sentiment analysis (comments), bran...
As platforms and influence evolves, so should
you:
•  Embed tracking pixels into content and use
data capture mechanism on...
•  Ensure you/influencers are sharing their
articles across multiple platforms – consider
support via paid advertising
•  ...
Seek the perfect
influencer
•  Creative - Can put the right words into
the right people’s ears/eyes/devices#
•  Credible –...
Take outs
7 categories of social media influencer#
Celebrity - Professional Top Tier - Professional Power Middle -
Mid-Tier...
Image credits
#
•  Sweaty Betty#
•  Sport England#
•  Dr Sue Black #
•  The Do Lectures#
•  YCN.org#
•  ReallyRee/Fleur de...
Smart ideas. Big changes. © Michelle Goodall 2016
Social media influencer
marketing - a
framework for success.
Michelle Go...
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Social media influencer marketing a framework for success - michelle goodall

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Influencer Marketing can be a minefield. Apply common sense, simple framework and an understanding of the categories of influencer to your marketing, communications and digital campaigns. This presentation covers the basics of social media influencer marketing, provides a successful planning framework and highlights examples of best practice approaches in B2C and B2B.

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Social media influencer marketing a framework for success - michelle goodall

  1. 1. Smart ideas. Big changes. © Michelle Goodall 2016 Social media influencer marketing – a framework for success. Michelle Goodall @greenwellys linkedin.com/michellegoodall
  2. 2. 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
  3. 3. 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# Copyright © Michelle Goodall
  4. 4. 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 Copyright © Michelle Goodall
  5. 5. 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# Copyright © Michelle Goodall
  6. 6. 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”# Copyright © Michelle Goodall
  7. 7. Its big business Copyright © Michelle GoodallSource: Economist
  8. 8. Understanding changes in influence Copyright © Michelle GoodallSource: Edelman’s Barometer of Trust
  9. 9. “A person like yourself” Copyright © Michelle Goodall
  10. 10. Myths about influencer marketing •  Free •  Prohibitively expensive for small brands •  Doesn’t work in B2B •  “Jumped the shark” Copyright © Michelle Goodall
  11. 11. Categories of social media influencer
  12. 12. 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 Copyright © Michelle Goodall
  13. 13. Celebrity influencers Celebrity influencers Copyright © Michelle Goodall
  14. 14. Celebrity influencers Copyright © Michelle Goodall
  15. 15. Professional top-tier social media influencers Professional top tier social media influencers Copyright © Michelle Goodall
  16. 16. Professional power-middle social media influencers Copyright © Michelle Goodall
  17. 17. Mid-tier social media influencers Copyright © Michelle Goodall
  18. 18. Micro influencers Copyright © Michelle Goodall
  19. 19. Micro influencers Micro influencers Copyright © Michelle Goodall
  20. 20. Customer advocates Copyright © Michelle Goodall
  21. 21. Customer advocates Copyright © Michelle Goodall
  22. 22. Customer advocates Copyright © Michelle Goodall Long Tall Sally – good example of a campaign based approach to Customer Advocates 40th anniversary photo shoot with loyal customers
  23. 23. Staff advocates Copyright © Michelle Goodall
  24. 24. 11 golden rules – a framework for social media influencer marketing
  25. 25. •  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 Copyright © Michelle Goodall
  26. 26. “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 Copyright © Michelle Goodall
  27. 27. 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 Copyright © Michelle Goodall
  28. 28. Copyright © Michelle Goodall
  29. 29. •  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 Copyright © Michelle Goodall
  30. 30. Does Sharon Osborne really shop in Asda? Copyright © Michelle Goodall
  31. 31. Vs the reality of shopping and baking with kids… Copyright © Michelle Goodall
  32. 32. •  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 Copyright © Michelle Goodall
  33. 33. Copyright © Michelle Goodall
  34. 34. Copyright © Michelle Goodall
  35. 35. Copyright © Michelle Goodall
  36. 36. 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# Copyright © Michelle Goodall
  37. 37. “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 Copyright © Michelle Goodall
  38. 38. Rule 5: Nuances and niches Copyright © Michelle Goodall
  39. 39. 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# Copyright © Michelle Goodall
  40. 40. Case Study •  Sustained, managed 
 influencer programme# •  Event invitations# •  Early product views/access to analysts# •  Webinars, Blabs# •  #Asktheexpert blog 
 content # Copyright © Michelle Goodall
  41. 41. 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. Copyright © Michelle Goodall
  42. 42. Always an issue in social. New channels = new challenges. $440 buys 50,000 followers, 5,000 likes and 500 comments! Fake followers/ engagement? Commercial tools provide security. Check for spammy Instagram accounts <2% engagement rate speed of likes (level off at 5 mins) types of accounts liking/following (lots of numbers, private/child accounts, different language, spammy posts etc.) Copyright © Michelle Goodall
  43. 43. Minefield of platforms. Best provide – analytics, IP transfer and ongoing quality review of influencers. Useful if short on time/ resource. However, you do risk lack of control. Quantity over quality. Automating influencer marketing? Copyright © Michelle Goodall
  44. 44. •  Revisit objectives •  What’s your allowable CPA/CPE/CPC for the outcomes you want from influencer marketing? •  What is an equivalent media spend to reach similar audience? •  What's the cost to achieve those objectives via other mediums/channels •  What’s the cost to create your own content? •  Set budgets and plan with this in mind - don't undervalue (or overvalue) influencers Rule 6: State its worth Copyright © Michelle Goodall
  45. 45. “Our industry is well ahead of many sectors. But big names have made it hard for the mid- tier bloggers to get a foothold. Unscrupulous mid-tier bloggers are swelling themselves with fake followers/likes and are charging astronomical prices. Bottom line is that I’ve got to show sufficient ROI on £7k for an Instagram post, so we’re targeting emerging, niche, interesting influencers.” Head of Marketing/Comms – Fashion Brand Copyright © Michelle Goodall
  46. 46. I$ 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. Copyright © Michelle Goodall
  47. 47. •  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? Copyright © Michelle Goodall
  48. 48. Copyright © Michelle Goodall
  49. 49. •  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 Copyright © Michelle Goodall
  50. 50. •  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 Copyright © Michelle Goodall
  51. 51. •  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 Copyright © Michelle Goodall
  52. 52. •  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 Copyright © Michelle Goodall
  53. 53. Copyright © Michelle Goodall Nope! No #ad #spon #sp
  54. 54. Copyright © Michelle Goodall Yes!
  55. 55. •  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 Copyright © Michelle Goodall
  56. 56. 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 Copyright © Michelle Goodall
  57. 57. •  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 Copyright © Michelle Goodall
  58. 58. 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# Copyright © Michelle Goodall
  59. 59. 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 Copyright © Michelle Goodall
  60. 60. 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# Copyright © Michelle Goodall
  61. 61. 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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