89% of marketers say ROI from influencer marketing is comparable to or better than other marketing channels, according to MediaKix. Influencer marketing is typically considered and approached as a top funnel marketing tactic. We believe influencer marketing is a full funnel tactic, designed to drive brand and product awareness, fill your content folder with social advertising-friendly creative, and drive traffic and revenue through advertising amplification. Join our webinar as we dive into how we helped our clients leverage the authenticity of influencer’s organic content through Paid Advertisements on Instagram and Facebook to maximize return on their influencer marketing efforts.

1. Amplifying Influencer Marketing
HOW TO USE INSTAGRAM & FACEBOOK ADS TO MAXIMIZE ROI ON
INFLUENCER EFFORTS

2. ● Session recording and slides will be sent
● Log back in anytime with same link
● Resources available as handouts
Persephanie Arellano
Webinar Coordinator
Today’s Logistics

3. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

4. Today’s Speaker
Sarah Sanchez
Sr. Manager, Social Strategy
Brent Villiott
Creative Strategist

5. 5
1. What is Influencer Marketing?
2. Why Invest in Influencers?
3. What is Influencer Amplification?
4. Facebook Branded Content vs Amplification
5. KPIs & Metrics To Measure Success
6. Client Success Stories
Upcoming Events & Webinars
Agenda

6. What is Influencer Marketing?

7. What is Influencer Marketing?
An influencer is a social media user that has anywhere from
several hundred to several million followers. They drive
conversation and engagement around a particular topic,
discussion, or niche area.
Digital influencers share valuable, user-generated content.
They are the trendsetters of the digital age.

8. What is Influencer Marketing?
● Influencers have their fingers on the digital pulse of a
highly-engaged and loyal audience.
● Look at your social feed today and you’ll find many
posts featuring some form of influencer marketing.
These influencers have fast evolved into an effective
and scalable marketing channel that brands can no
longer afford to ignore.
Why Invest in Influencers?

9. Influencer Audience Sizes
Influencer Type Follower Count
Mega 1 million+
Macro 100,000 - 1 million
Micro 5,000 - 100,000
Nano 5,000 or less

10. What type of influencer marketing are
you leveraging in your social strategy?
Poll Question
● Mega
● Macro
● Micro
● Nano
● Currently not investing in influencers

11. Why Invest in Influencers?

12. Rise of Influencers
Why Invest in Influencers?
Source: Buffer

13. Influencer Marketing is a Necessity
Why Invest in Influencers?
89% of marketers say ROI
from influencer marketing is
comparable to or better than
other marketing channels
(MediaKix)
User generated content lifts
brand engagement and
conversion rates for users on
the fence about a product
(SproutSocial)
Brands see an average earned
media value of $5.20 per dollar
they spend on influencer
marketing
(Influencer Marketing Hub)

14. Connect & Build Trust With Your Audience
Authenticity
Creative sourced from influencers outperform brand images, as UGC is presented as an organic post
Consumer Trust & Authority
Consumers are more likely to trust recommendations from peers over brand recommendations
Reach New Consumers
Influencer marketing allows brands to tap into the natural engagement of the influencer’s follower base
Inexpensive Content Creation
You receive unique, customer-focused content for much less than a creative agency’s production costs
Content Creator Relationships
Once trust and quality content history are built, partnerships between brands and influencers are possible
1.
2.
3.
4.
5.
Why Invest in Influencers?

15. Influencer Example Types
Why Invest in Influencers?
Standard Sale Influencer Code Partner Quiz w/ Discount

16. What is Influencer Amplification?

17. ● Amplification is the process of putting ad spend
behind an influencer’s organic post.
● Rather than repurposing the content and
distributing through the brand’s handle,
amplification connects the influencer’s handle to
the brand’s ad account for advertising.
Defining “Influencer
Amplification”
What is Influencer Amplification?

18. Influencer Post Decay
Problem: Influencer Post Decay
Once an influencer post is published to the feed, it decays and loses longevity in less than 24 hours.
Solution: Amplifying Influencer Content
We leverage a process that enables us to gain access and integrate the influencers’ accounts with our agency
account so that we can place ad dollars behind the best performing influencer content.

19. Lack of Call to Action
Problem: No Call to Action
On Instagram, there is no current method of reliably driving influencer engagement to an off-site conversion.
Solution: Implementing a CTA Overlay Directly from Influencers’ Accounts
Our access to the influencers’ accounts enables us to place a CTA overlay on their post and promote it to the
influencer’s followers and additional audiences (lookalike, engagement, lists, etc.) -- enabling us to drive
engagement off of Facebook and Instagram to a point-of-purchase on your Amazon listing or website.

20. Attribution Issues
Problem: No Attribution
Lack of clear CTA and attribution makes it difficult to measure the performance of an influencer post.
Solution: Adding Tracking Tags & Facebook Pixel
We can add UTM tags and leverage the Facebook Pixel to track traffic sources to CTA links -- giving direct insight
into how each post is contributing to your sales velocity.

21. Facebook’s Definition
● “We define branded content as a creator or publisher's
content that features or is influenced by a business partner
for an exchange of value (for example, where the business
partner has paid the creator or publisher).”
● “Our policies require creators and publishers to tag business
partners in their branded content posts when there's an
exchange of value between a creator or publisher and a
business partner.”
Defining Branded Content
Amplifying Influencer Marketing

22. Branded Content Logistics
Amplifying Influencer Marketing
● Facebook Branded Content: Page admins have to request access to tag business
partners, but this feature isn’t widely available yet
○ Facebook-specific tool called Brand Collabs Manager lets brands discover
influencers
● Instagram Branded Content: Capability is slowly rolling out to business profiles
● Influencers can share their audience with their branded content partner
● If the influencer enables the capability, brands can boost branded content posts

23. ● Boosted posts are limited by campaign objective: Brand
Awareness, Reach, Traffic, Video Views, and Page Post
Engagement
● Influencers only give access to the single post
● Influencers must tag the brand as a business partner in
their organic post
● Branded Content is only available to select brands
Branded Content vs Amplification
Amplifying Influencer Marketing
Branded Content Amplification
● Amplifying influencer content can be connected to any
Facebook campaign objective, including Conversions
● Influencers give access to their Facebook page and
Instagram handle
● Any influencer post can be boosted
● Amplification is available to all brands working with
influencers

24. ● Choose the top engaging posts using the influencers’ handle
● Connect the influencers’ post with best performing
audiences within brand’s ad account
● Create custom and lookalike audiences from influencer
engagements and followers
● Edit copy to be more DR-focused while keeping the
influencer’s voice
● Add CTA button to drive users to the website
● Use the account’s Facebook pixel and Google Analytics
account to measure clicks and revenue
Amplification Steps
Right Message
02
RightM
atch
03
01
RightMeasurable
What is Influencer Amplification?

25. Have you put paid media dollars behind
an influencer’s post?
Poll Question
● Yes
● No

26. KPIs & Metrics To Measure Success

27. Full-Funnel Approach to Influencer Marketing
Awareness
Consideration
Intent
Conversion
Shares / Saves
Video Views
Purchase
Impressions
Reach
Engagement (Likes, Comments)
Website Traffic
Branded Search Lift
KPIs & Metrics To Measure Success

28. KPIs & Metrics To Measure Success
Full-Funnel Approach to Influencer Marketing
Organic Post KPIs:
Impressions
Reach
Engagement (Likes, Comments)
Shares / Saves
Video Views
Amplification KPIs:
Website Traffic
Branded Search Lift
Purchase

29. Brand Examples

30. $0.32
Effective CPC*
Across Facebook,
Instagram
Feed & Stories
30
Client Study
Personal Health Client
7.20%
Engagement Rate
100
Content
Original, license- free,
user-generated content
pieces
$8.87
Effective CPM
*80% less than clients’ social CPCs of $1.50+

31. 31
Client Study
Accessories Client Results
2.2 Million
Reach
2.8 Million
Impressions
154
Content
Original, license-free,
user-generated content
pieces
100
Micro-Influencers
Engaged

32. Key Takeaways
Invest in Influencer Marketing for Organic Reach &
Inexpensive Content Creation
Effectively Track Influencer Campaign Objectives (KPIs)
Amplify Top Performing Content to Drive Traffic & Increase
Revenue

33. Schedule Your 1:1
Strategy Evaluation

34. Live Q&A
Sarah Sanchez
Sr. Manager, Social Strategy
Brent Villiott
Creative Strategist

35. Growing your D2C Approach,
Scaling Amazon & Beyond
September 19, 2019
The InterContinental
Downtown, San Diego
Tinuiti.com/addiego

36. Upcoming Webinars
July 21 22 23
Amplifying Influencer
Marketing: How to Use Paid
Media to Maximize Return on
Influencer Efforts
24 25 26 27
28 29 30
The ROI Of People-Based
Marketing: How to Leverage
Customer Data For Successful
Paid Media Campaigns
31
How the Best Beauty Brands
Find Success On Amazon:
Growing Your Brand and
Revenue
August 1 2 3
4 5 3 DAY SERIES 6
Q4 Preparation Series: How to
Invest Paid Media Dollars For
Success This Holiday Season
3 DAY SERIES 7
Q4 Amazon Advertising and
Operations Summit: Strategies
to Reach Maximum Profit
3 DAY SERIES 8
Q4 Amazon Advertising and
Operations Summit: Strategies
to Reach Maximum Profit
9 10
11 12 13 14
Make The Most From Offline
Marketing: Leveraging
Traditional Media in Digital
Strategy
15 16 17

37. THANK YOU!