How to build a ROAS-positive contributor to eCommerce revenue through Microinfluencer Acquisition & Amplification.

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How to Acquire & Amplify
Influencer Content

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1. Influencer Marketing 101
2. Limitations of Today’s Approach
3. Tinuitized Best Practices
4. The Case for Amplification
5. Real Campaign Results
Agenda
INFLUENCER ACQUISITION + AMPLIFICATION

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• A Category -- Retail / Lead Gen / Subscription / Omnichannel / SAAS / Health
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Digital Advertising in 2019
As the Leading Independent Digital Agency... we have a responsibility to know how and
where the next best dollar would be invested for our clients. Whether its…
• A Business Model -- D2C / B2B / Gaming / Apps / Customer Acquisition
• A Goal --- Awareness / Consideration / Conversion / Retention / Leads
• A Channel --- Marketplaces / Search / Social / Display / Email / SEO
• KPIs -- CPM / Impressions / Reach / CTR / Page Views / LTV / ROI

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.. Or the practice of partnering with people who have influence
with your potential customers and then AMPLIFYING or
putting paid spend behind their content.
These “influencers” have built a loyal following on social media
through online content creation, and can be a means to raise
awareness and drive sales for your product by posting to their
social media profiles.
Eyebrow Text
Enter…... Influencer Marketing + Amplification
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Over the last several years, influencer marketing has evolved from an ancillary marketing tactic to a multi-billion dollar industry.
Today’s digitally native consumer is INSPIRED by content across social media. And they rely on content from trusted sources to make
purchasing decisions.
Influencer Marketing
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By 2020 Influencer Marketing
Spend will increase to 5-7 Billion
(MediaKix)
Up to 48% of marketers use
influencer marketing as a tactic, with
an average of 10% of total medi
budget going towards the tactic
(Emarketer)
User generated content lifts
brand engagement and
conversion rates
(SproutSocial)
…. COMMERCIALIZED WORD OF MOUTH or BRAND ADVOCACY

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• Blogs -- very first influencer platform. Can have long lasting value if they rank organically.
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The Many Forms of Influencer Marketing
• Twitch -- Gamers. 15 million unique viewers a day. 82% male. Over half aged 18-34.
• Snap -- Reach teen audiences. Not ideal platform with emergence of stories.
• Facebook -- Largest reach of any channel. Doubling down with tools for influencers like the Creator App + Brand Collaboration
Manager. BCM is basically a search engine for brands -- making it easy for brands to identify influencers with audience overlap
and see past posts.
• YouTube -- Largest video platform in the world. Lots of creative freedom for long form content. Easy to embed links make it
effective for both branding and direct response. Product Reviews
• Instagram -- Giant in the space. Myriad of ways to use the platform in visually striking way. 1B users, launched IGTV for longer
form video and to push into video space. 1P data is amazing when you are amplifying.

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Micro vs. Macro Debate
Micro Influencer
Pros Cons
Niche Audiences
and Tap Into
Communities
Lower Reach +
Scale than Macro
Lower Cost
+ Willing to
Amplify
More to manage
Higher
Engagement

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Influencer Marketing 101 - Typical State
1. Track down and Reach out to Relevant Influencers & Vet Followers
• Or vet the dozens of platforms out there
2. Negotiate around Payment terms
3. Pay influencers & Get them Product
4. Coordinate the content/creative
5. Confirm content has been posted -- track through affiliate codes + links
6. Evaluate their post engagement to determine ROI
7. Agree that it was decent, but leave as ancillary tactic since you cannot fully evaluate ROI / Impact

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Time Constraints: Researching, sourcing, negotiating, orchestrating, and executing a successful influencer campaign is
time intensive
Sourcing the Right Influencers to Highlight Your Brand: Fake followers, low engagement rates, and identifying
influencers aligned with your niche
Measuring Success Beyond Campaign Impressions & Engagement: Immediate traffic and revenue metrics are not the
expected outcomes of influencer marketing -- Needs to be quantifiable
Lack of Clickability: Organic posts in Instagram require a click on the link in BIO. Facebook allows for links but organic
posts that contain them, have their reach throttled significantly
Lack of Follow Up Post-Campaign: You’ve paid for brand awareness and social-friendly content, but don’t have an
amplification strategy to expand reach beyond the organic posts’ time decay
Content Quality: Ensuring Posts are “on brand” and communicate the value prop effectively
Influencer Marketing - Roadblocks
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Tinuiti Approach

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Tinuiti Program Approach
How Tinuiti Approaches Influencer Marketing
Awareness
Consideration
Intent
Conversion
We believe influencer marketing is a full
funnel tactic, expecting the media to drive
metrics at every phase.
We connect influencer handles with our
existing top performing strategies and
audience to leverage social advertising
learnings combined with influencer
authenticity.
Shares / Saves
Video Views
Email Signup
Purchase
Impressions
Reach
Engagement (Likes, Comments)
Website Traffic
Branded Search Lift
Add to Cart
Revenue

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Tinuiti does the heavy lifting:
● Start with your Why?
○ Impressions for Awareness
○ Sales for ROI
○ Content Creation
● Where do we want to drive the traffic?
○ Amazon
○ .Com Website
○ Retail.com Partner
● What audience are you going after?
● What type format of content did you want? [ Video, Post, Story, Sale ]
Influencer Marketing - Tinuiti Approach
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Once we know your why -- we can begin to walk you
through you options for Micro Influencer Discovery.
We’ve vetted over 100 influencer partners and platforms
and can consult you on the best partner.
Minimizes time spent, while allowing you to achieve
micro-influencer economies of scale
E.g. More control over creative vs. Hyper targeted
audiences vs. lowest cost / best ROAS impact /
curated pick lists etc.
Micro-Influencer Discovery,
Content Direction &
Selection
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Next, the Influencers Post to Instagram/Facebook, generating millions
of Impressions and Engagement.
We evaluate engagement - comments, likes, impressions
We evaluate the quality of the content and representation of the
product to ensure alignment.
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Micro-Influencers Organic
Post Evaluation
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Finally, we amplify influencers driving significant engagement and turn engagement into revenue.
1. Identify top performing organic posts and influencers
2. Reach out to let influencers know they’ve been selected as a top performer and we’ll be boosting their organic post
3. Connect the influencer’s post / profile
4. Boost the top performing posts using the influencers’ handle
a. Connect the influencers’ post with best performing audiences within brand’s ad account
i. Friends + Followers Callout
b. Create custom and lookalike audiences from influencer engagements and followers
c. Edit any organic content to be more DR-focused
i. Adding CTA button
ii. Updating copy - Buy at Amazon.com -- Use Amazon Attribution Beta
5. Campaign Results live in our FB Ad Manager and within Analytics Platforms so we can test, iterate and properly
quantify the impact of each influencer on bottom line metrics.
Amplification of Top Micro Influencers
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VS.

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● HYPER TARGETED Audiences w/ Great CREATIVE are regarded as a
good experience for the user and awarded with strong relevance
scores and lower CPMs -- Targeting Friends + Followers
● High ENGAGEMENT is regarded as a good experience and rewarded
as such.
Remember: The cost of 1000 Impressions on FB/Instagram,
regardless of the objective, remains the same whether 1000/1000
people click, or 1/1000 people click on your ad.
>> At a $20 CPM… that’s .02 cents per click vs. $20 per click.
● Amplification makes clicking out easy for the consumer. Building up
your consideration pool
Amplification - Why It Works?
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Problem: Influencer Post Decay
Once an influencer post is published,
it decays and loses longevity in
less than 24 hours, decreasing
the organic reach.
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.
Problem: No Call to Action
On Instagram, there is no current method of
reliably driving influencer engagement to an
off-site conversion.
Problem: No Attribution
Lack of clear CTA and attribution makes it
difficult to measure the performance of an
influencer post.
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.
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. For select
brands, Amazon Attribution tracking is another
way to attribute traffic & revenue.
Unique Influencer Selling Proposition
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Program Overview
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Bonus: Amazon Attribution
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Amazon Attribution (Beta) allows reporting of both orders and revenue for
traffic originating off of Amazon that converts on the marketplace
• AA Can measure paid traffic from any source sent directly to Amazon
listings or from paid traffic sent to an ecomm site that later
converts on Amazon.

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Amazon Attribution
How It Works
How it Works
● in AA tool, create orders / line items that correlate to desired
level of granularity (by channel / campaign / tactic / product
/ keyword / category, etc)
● reported metrics include click-throughs, impressions, detail
page views, add to cart, purchases, total sales
● can track from nearly any source including impressions
from rich media

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Digital Showroom Effect
• Quantify the rate & volume of Amazon sales that
originate from other paid media channels (Google Ads,
Facebook, etc.) Or simply drive the traffic there in the first
place!
• No cost, no new campaigns, purely an attribution tool
with powerful data collection
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Amazon Attribution
What It Means for You
case studies
under the hood

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Durex is a world-leader in producing contraceptives and safe-sex products
that promote healthy lifestyles. Durex partnered with ONE, an advocacy
organization working to end poverty + disease, and RED a Global Fund to
fight AIDS, to build its Campaign
The partnership encourages customers to “Have Sex and Save Lives” with
a portion of each Durex RED sale going to raise funds, awareness, and
empowering young women to live a better life in South Africa.
Results: Durex Amplification
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● Tinuiti Sourced 100 Top MicroInfluencers For Durex(RED) Campaign
● This first round of 100 posts drove a significant amount of impressions and organic engagement. Backing
into a very reasonable CPM.
● We then selected ten of the top influencers to work with based on content quality, engagement rate,
and the reach of their posts — with the goal of boosting their branded content to leverage
pre-existing organic traction to generate even more engagement with cheaper CPCs.
● Finally we drove this traffic to Amazon to leading to significant sales increases, reviews, BSR rank
increases, PO increases etc.
● We directed the influencers to check out on Amazon to receive the product -- leading to sales velocity boost
Results: Durex Amplification
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Client Case Study
Analyze Results & ReAllocate Your Budget
DUREX CAMPAIGN RESULTS BELOW
*80% less than clients’ social CPCs of $1.50+
**300% better engagement rate
$0.32
Effective CPC*
Across Facebook,
Instagram
Feed & Stories
7.20%**
Engagement Rate
100
Content
Original, license- free,
user-generated content
pieces
$8.87
Effective CPM

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INFLUENCER AMPLIFICATION
Key Takeaways
INFLUENCER Marketing
& AMPLIFICATION
● Lots of ways to source influencers, find what’s best for you, at the right price.
● Always AMPLIFY your influencer content!
● Test your influencers, inform their creative based on your audience and
watch out for fake follower counts.
● Micro-influencers typically have better cost economies if you can automate
discovery
● Use tools like Amazon attribution & FBM to fully evaluate the eventual CAC
costs

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Thank you! Questions?