Influencer Marketing is a strategy of principles rather than tactics, and when properly employed yields incredible ROI. These principles are simple yet critical for long-term success: 1: Weave influencer marketing into your overall brand strategy 2: Determine your metrics and mark your milestones 3: Know who you are leveraging and what you can expect 4: Relationships are Aladdin's Lamp 5: Strive for a solid value exchange. ***** As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/

1. ABANDON SHORT-TERM THINKING,
LEVERAGE INFLUENCERS, AND POSITION
YOUR BRAND FOR THE NEXT DECADE
Tom Augenthaler

2. #1: Loyalty & Trust in vendors is fading… 90% of
customers are re-evaluating prevalent vendor
choices.
#2: Peer opinions are significantly valued… 65% of
time spent on individual peers, co-workers and indie
third parties.
THE REALITY:
Source: Gartner 2018

3. CONSUMERS FACE THIS:

4. SHORT-TERM vs LONG-TERM

5. INFLUENCER ADVERTISING
= SHORT-TERM
• Paid-for Instagram post from Scarlett Dixon
(aka Scarlett London)
• Promoting Listerine (Johnson & Johnson
brand)
• Went viral on Twitter for ALL THE WRONG
reasons
• Brand didn’t support her

6. I
N
F
L
U
E
N
C
E
R
S
Relationships
LONG-TERM = MARKETING (HELP vs SELL)

7. INTEGRATE – DON’T TACK ON

8. YOUR TARGET MARKET?
• EVENTS
• ARTICLES
• BLOG POSTS
• VIDEOS
• PODCASTS
• CHATS
• COMMUNITIES
• SPONSORED

9. INTERACTIVE E-book
LAUNCHED WITH EVENT
32 INFLUENCERS
EMPHASIZE THEM &
THEIR CONTENT

10. KNOW WHO YOU ARE
DEALING WITH

13. RELATIONSHIPS: YOUR
MAGIC LAMP

17. RELATIONSHIP = MUTUAL BENEFIT

18. MEASURE YOUR SUCCESS

19. - Duration
- How many influencers, why?
- Publishing schedule?
- Timing!
- Social Channels?

20. - Number of long form content pieces
(blogs/video)
- Views/subscribers
- Brand impressions
- Click-throughs to designated web page or
website
- The target number of original photos of product
published
- Engagement (social likes, shares, comments)
- Leads generated
Your KPIs…

21. THANK YOU!