Like every other marketing channel, Influencer Marketing strategy should be driven by data and ROI metrics, however, we find that this is often not the case. As the influencer marketing space has matured, data has become available to marketers and there are tools and expertise available to develop data-driven strategies and insights both before engaging an influencer and to measure the success of campaigns. Danielle will lay out the benefits of a data-driven approach to influencer marketing, provide a framework for structuring a campaign and selecting the right influencers based on their audience and provide tips on optimizing campaigns. ***** As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/

1. W E L C O M E T O
Data-driven Influencer Marketing
Danielle Lewis –Co-founder& CEO

2. AGENDA
1. Whatis Influencer Marketing?(no, really)
2. Whois Scrunch?
3. A data-drivenapproach
4. A campaignprocess
5. Futuretrends

3. 1. WHAT IS
INFLUENCER MARKETING?
It’sthenew wordofmouth,butit’snotInstagram.
INFLUENCERSCAN BE…
• Friends andfamily
• Customersorcorporates
• Experts
• Bloggers
• Socialmedia influencers
USEINFLUENCERSFOR…
• Contentcreation
• Ambassadorprograms
• Physicalevents
• Talent–TV,radio,ads
• Co-createproducts

4. 2. WHO IS SCRUNCH?

5. 3. A DATA DRIVEN
APPROACH
In whatothermarketingchannel,
is it acceptableNOTtotakea
data-drivenapproach?
WHY?
• De-riskupfront
• Fakes
• Brandsafety
• Optimisation+ reporting
• ROImatters
@chicandthedamnedfor@rosesonly

6. DE-RISKING
Usedatatoincreasethe
probabilityofsuccess.

7. “Selling to people whoactually
want to hear fromyou is more
effective
than interrupting strangers who
don’t.”
-Seth Godin

8. WHAT DATA IS
AVAILABLE?
GOOD
• Reach(followers)
• Brandalignment
BETTER
• Engagement
BEST
• Audience
• Age
• Location
• Gender
• Interests
• Ethnicity
@gabriellabjerslandfor@witchery

10. DE-RISKING
Bots,fakefollowers,fakeengagement.
1. Rapidfollowergrowth
2. Poorengagement
3. Unusualfollowerlocation
4. A skewed ratioofaccountsfollowedtoaccountsfollowing
5. A historyofengagement whichincludes likesonly,nocomments
6. A high proportionof senseless/irrelevant comments
7. Noprofile image, andasparselycompleted profile
8. A high proportionof postswith nolocationspecified
9. A high proportionof postswith nocaption
10. Profilenamehasaskewed proportionofnumerictoalphanumericcharacters

11. OPTIMISATION & REPORTING
Marketing101– optimiseyourchannelmix

12. OPTIMISATION
& REPORTING
How weoptimise
1. Segment youraudiences
2. Don’tlock everyonein
3. Uniquetrackinglinks
4. Couponcodes
5. Measure asyougo
@alvinaaafor@lancome

13. OPTIMISATION
& REPORTING
Whatwemeasure
1. Reach
2. Content
3. Impressions
4. Engagement
5. Website traffic
6. Leads
7. Sales
@Brittany_daisyfor@youfoodz

14. STR ATEGY, R ESEAR C H
& AN ALYSIS
SC R U N C H
H U B
N EGOTIATION
& OUTREACH
4.THE SCRUNCH CAMPAIGN PROCESS
SCRUNCH
W OR KSH OP

15. GIFTIN G
& LOGISTIC S
C ON TEN T
QA
GO LIVE
& OPTIMISATIONS
THE SCRUNCH CAMPAIGN PROCESS
REPORTING
& SC ALE

16. 5. FUTURE TRENDS
Wheretheheck isthis all going?

17. FUTURE TRENDS
1. Demandandvalue toincrease
2. Fakefollowers& engagements exposed
3. Transparencyofdata-Influencers& ROI
4. Long-termambassadors
5. Disclosurelawswill be enforced

18. #THANKS
Danielle Lewis
Danielle@scrunch.com
Instagram @daniellelewisco