A key takeaways from webinar I attended in November 2013. Speaker: Holly Hamman (CMO and co-founder TapInfluence) and Christine Wilson (CEO and Co-founder MtoM Consulting)

1. Are you doing influencer marketing right?
Speakers: Holly Hamman (CMO and co-founder TapInfluence) and Christine Wilson (CEO and
Co-founder MtoM Consulting)
Why partnering with influencer:
o Co-create the content
o Amplify distribution of content in authentic way
• “ A brand is no longer what we tell the customer it is – it is what customers tell each other it is” –
Scott Cook
4 steps to do influencer marketing:
Step 1: identifying influencers
How to do it right?
o Don’t just look at UVs (Unique Visitors)
 That’s just one number but how relevant they are?
o Look at content relevance
 Quality
 Perspective
 Look at their twitter stream, content blog, etc
o Post frequency
 Make sure the frequency is relevant with content for promotion blogger,
10 tweets a day is normal. Meanwhile for lifestyle blogger, 3 posts per week
is enough
o Audience data make sure it fits with your target market
 Age
 Gender
 Education
 Language
 Etc
o Content quality is it engaging? Does their tone match your style?
o Audience engagement how engaged is the audience? Look at the comments,
number of download, etc.
o Look for professionalism
 Fulfilling the obligation
 Follow the FTC guideline
o Build a relationship very important! The deeper the relationship, the easier the
business you are going to have with them.
o Be responsive
 Meet deadlines involved
 We have to be responsible for their needs
o Be clear about expectations
o Compensate them this is business for the influencers.

2. Step 2: Managing influencer relationships
How to do it right?
o Let influencers tell an authentic story
 Authentic story = incredible content
o Be transparent
 Set goals and expectation clear to the influencers
o Include Facebook, Pinterest, Twitter, Youtube to expand the influencer reach
o Give proper influencer attribution and share it across your own platform
o Have one clear action you want your audience to take
o Think “always on”  different influencer on different time
Top reasons for negative experiences
o Campaign was not well organized 23% they want it to be clear and agency knows
what steps influencers have to take
o Did not like the product 20%
o Brand reach out for the wrong influencer
o Never had experienced with the products before
o Make sure they realize that the brand is a good fit with their content
o Not enough compensation 14%
o More work than I expected 13%
o Readers did not like the campaign 10%
o Others 9%
o Campaign did not align with content 7%
o Did not work well with the brand rep 4%
Brands who are doing it right
o Disney  mommy bloggers
o Apple even though they do not really do influencer marketing
o CSN
o Pure
o Silhouette
Step 3: Optimizing content distribution
How to do it right?
o Do not isolate content to one channel
 Share it across our own social platforms
o Post on all appropriate platforms
o Integrate with other marketing campaigns (social media, email, etc)
o Use rich content like video and images
o Make it easy to share, like, pin, tweet and vote
o Feed content to brand assets like microsites and content hubs
o Extend the value of content by using in eBooks, blog posts, webinars, email
marketing, advertising and case studies.
o Go mobile

3. Step 4: Measuring Performance the most important and difficult
How to do it right?
o Track posts, shares, tweets, comments by platform
o Track impressions and engagement by influencer
o Measure true impressions, not just estimated impressions
o Assign a media value to each type of content  depends on vertical, how relevant to
the viewers. Brands have to decide how much is their tweet worth, etc.
o Measure paid (how many people view the post posted by bloggers), owned
(aggregate the post to our own platform) and earned value (how many people likes
the post, etc)
o Measure ROI  true media value is more than 5x the initial investment in an
influencer program.
Q&A
How to build relationship with influencers without compensating them?
o Get to know the influencers first  know what matters to them
o There are outliers especially for the non-profit or charity cause
Range for compensation:
Depends on how influential they are and what kind of content we want
o For a typical campaign (1 post on facebook and twitter): $100-$500
o Video content: $1,000
How do you know if an influencer will appropriately represent the brand? Check out their content
 look at how they talk about other brands
Who runs the influencer programs from the client? In the beginning, brands tend to turn to PR
agency. But now is more with brand management.
What kind of compensation is more compelling? It depends on each blogger.
Potential legal issue  make sure the terms & condition is very clear. When the influencer signs
the T&C, usually brand has the right to reissue the content. But the owner of the content is still
the blogger. Make sure the influencers aware of that.