Presented to @agendaNI

1. Influencer
Broadcast:
How brands and influencers
can work together

2. About
Me
• Creative Director New/Slang
• 4 years working in agencies
• Course Consultant for Digital
Marketing Institute
• Member of IAB Social Media
Council
Say hello @seanearley / @newslangIE

3. About
New/Slang
• Only two years old
• Won 11 Industry Awards since
October 2014
• Clients such as Lidl, HB, Lyons
• Team of 12
Say howiya @NewSlangIE

4. What is an influencer?

5. Why do brands
work with influencers?

6. Why do brands
work with influencers?

7. Why do brands
work with influencers?

8. What is an influencer?
• 22m Instagram Followers
• €30,000 per post
• 1% relevance
• 20,000 Twitter Followers
• €200 per post
• 100% relevance
Influence is RELATIVE

9. Why do brands
work with influencers?

10. Why do brands
work with influencers?

11. Why do brands
work with influencers?

12. Why do brands
work with influencers?

13. Why do brands
work with influencers?

14. How do we identify
influencers?

15. What do brands want?
Earned
OwnedPaid
Brand
Social media engagements,
recommendations, reviews,
blogposts
Social media take
overs, brand
ambassadorships
Content
creation
partnerships,
attendance at
events

16. What do influencers
want?

17. What do influencers
want?
Well it’s not all about the money…
Exclusive Access
Free Product
Money Can’t Buy
Experiences
VIP

18. Transparency
Declare using
#Ad or #Spos
Be truthful in
your content
Provide honest
statistics
Consult the PRII, ASA and the ASAI Guidelines

19. But…

20. But…
“Disingenuous”
“Money Grabbing”
“Shallow”

21. Influencer
Broadcast:
How agencies and influencer
can work together

22. So how?
Reach
Partnership
Compliant
Creativity

23. Good Examples (Paid)
Creativity

24. Good Examples (Organic)
Creativity

25. Bad Examples - Declaration
Creativity

26. Bad Examples - Credibility
Creativity

27. Final thought
Creativity
90% Marketing
budget on
influencers
150m views =
40m downloads
21% Growth
Year on Year

28. Thanks!
Questions?