Access the on-demand webinar here: https://attendee.gotowebinar.com/recording/6830290860044133635 As Influencer Marketing becomes a more common practice, it's more important than ever for marketers to keep up to date with the latest tactics and trends in the industry. What equally important, is understanding those tactics that brands should also avoid to prevent ending up on the consumers bad side, or worse, the influencers. Hear from CEO and Founder of Carusele, Jim Tobin, accompanied by Senior Vice President, Erin Ledbetter, as they discuss several influencer marketing strategies that have proven to drive meaningful results for the brands they've worked with. During this webinar, you'll learn: Three major watch outs your brand should avoid How to properly set program goals How an amplification plan can boost your campaigns performance How to extend the life of your campaign ...and more!

1. 8 Ways Beverage Brands Drive Sales with Influencer Marketing

2. Today’s Speakers
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Erin Ledbetter
Senior Vice President, Carusele
From client service and business development, to content strategy and
community management, Erin's experience includes partnering with some of
the best brands in the world on their social content strategies.
She's worked with a wide variety of companies and has extensive experience
developing and overseeing execution of community engagement and content
strategies for some of the world’s most well-known CPG, hospitality, and retail
brands. Erin also played an instrumental role in developing Carusele’s
Organish® approach to social media advertising.
Jim Tobin
President, Carusele
Founder of Ignite Social Media, the original social media agency®, in 2007
and Carusele, a new spin on influencer marketing and content marketing, in
2015.
Jim is also the author of two books on social media. Social Media is a Cocktail
Party, published in 2008 and Earn It. Don’t Buy It., published in 2013.
The list of household brands Jim has worked with over the years is long, but
includes Microsoft, Samsung, Nike, P&G, Chrysler, Walgreens, Pepsi and
many more.

3. - WATCH OUTS -

4. FTC Cracking Down on Compliance
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“…if there is a “material connection” between an endorser and
the marketer of a product – in other words, a connection that
might affect the weight or credibility that consumers give the
endorsement – that connection should be clearly and
conspicuously disclosed…”
“…you should disclose any material connection above the
“more” button. In addition, where there are multiple tags,
hashtags, or links, readers may just skip over them, especially
where they appear at the end of a long post.…”

5. FTC Cracking Down on Compliance
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Improper Disclosure

6. FTC Cracking Down on Compliance
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Proper Disclosure

7. Budgets on the Rise
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8. Budgets on the Rise
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of marketers invest in Influencer Marketing
of marketers who plan to invest MORE
in influencer marketing in 2017
Influencer fees increased Y-O-Y
per post in 2016
250%
86%
48%

9. Different Than Buying Ad Space
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of ads are blocked
100k
40%
58%
In content creation costs to
reach less than 3% organically
of consumers don’t trust ads
on social media

10. Control Your Messaging
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11. Control Your Messaging
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12. Train on Industry Rules
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Take caution when marketing
messaging or imagery involves children
Take caution when using claims such as
“Healthy”, “Healthful”, “Health Promoting”, etc.

13. Inform Influencers of Precautions
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Include disclosures regarding all
common allergies and ingredients
Conduct background research on influencers’ personal
preferences against controversial ingredients

14. - BEST PRACTICES -

15. Set Goals - What Does Success Look Like?
Time spent engaging with influencer
content
Audience
Attention
SOV
Impact
Lift in online share-of-voice versus
benchmark period
Savings that may be realized as a result
of the campaign deliverables
Added
Value
How closely does the campaign delivery
correlate to lifts in key business metrics?
How do people exposed to influencer
content perform vs. a control group?
Direct
Lift
Correlated
Lift
CPM/CPE of an influencer campaign vs.
benchmark CPM/CPE in another channel
Equivalent
Media Value
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16. Vet and Select the Right Influencers
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17. Where to Find Authentic Influence
We work with those with AUTHORITY, are CREDIBLE, RELATABLE,
RESPECTED, and INSPIRING, the TRUSTED real deal for their followers.
“Celebs”
5M+ Followers
The Power Middle
10,000 to 5M Followers
Content Specialists
1,000 – 10,000 Followers
Content examples shown from actual Carusele campaigns 17

18. Vet and Select the Right Influencers
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Consider Audience Insights Match to Audience AND Objectives Diversify Content Creators
Photographers, videographers, and
creatives who can capture socially-
engaging content.
Influencers with audiences that
align with your brand messaging,
and are more likely to engage with
the content.
Brand advocates who could
potentially become part of an
ambassador program

19. Balance Direction with Creative Freedom
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20. Balance Direction with Creative Freedom
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Important Items to Provide Influencers
✓ Important Dates
✓ Product Information & Imagery
✓ Key Messaging and Brand Guidelines
✓ Brand Social Profiles
✓ Hashtags
✓ FTC Compliance Rules
✓ Required amount of content for each channel
✓ Links to additional resources

21. Develop an Amplification Plan
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Syndication Influencers Boosted Social Posts Media Placements Social Activations

22. Leverage Assets Post-Campaign
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23. To Listen to the Full Webinar
If you’d like the pleasure of listening to the audio version of this webinar,
please feel free to download the on-demand video
HERE

24. Thank You!