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How to create your influencer engagement plan
The document outlines how to create an effective influencer engagement plan, addressing the balance between paid and unpaid strategies. It emphasizes the importance of genuine connections with influencers, tracking engagements, and creating shareable content for better reach and positivity. Key steps include regular engagement, direct outreach, and exploring co-creation opportunities to enhance relationships with influencers.
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How to create your influencer engagement plan
- 1. How to createyour influencer engagement plan Luke Brynley-Jones @lbrynleyjones
- 2. First, let’s addressthe money question
- 3. Should you payinfluencers? • Paid activity is advertising, not influencer marketing. • Once paid, influencers may expect/require payment. • The priority of influencers is to retain their own brand image. • Badly planned paid activity can reduce your credibility and turn fans off.
- 4. But paid canwork… • Timeframe: January 2017 • Objective: raise awareness of 10 Cal during the #1 dieting period. • Strategy: a mixture of celebrity endorsement and Instagram influencers to drive reach. • Value proposition: payment and/or gift packs, plus association with a iconic FMCG brand.
- 5. Paid/unpaid options… • Paidcelebrity endorsement with social posting. • Paid influencer endorsement with gift packs. • Unpaid influencer engagement with gift packs.
- 6. Unpaid results… • Unpaidinfluencer outreach to 100 ‘Power Middle’ influencers (>10,000 followers) delivered: • 300 product posts • 600 hashtag mentions • 1 million+ estimated reach • Engagement on the unpaid influencers’ posts was noticeably more positive and genuine than on the paid posts.
- 7. Now, let’s createyour influencer engagement plan
- 8. What is yourprimary opportunity?
- 9. How can youconnect with and with engage them?
- 10. Social media isan open door 1. Follow them. 2. Engage with them regularly. 3. Monitor the conversations they contribute to.
- 11. Direct recognition isa great introduction
- 12. You need totrack your engagements (IRM)
- 13. Publishing shareable contenthelps • Infographics • Social posts • Blog posts
- 14. Video content trumpseverything…
- 15. How will youtake your relationship to the next level?
- 16. Direct outreach works– if done well
- 17. Inviting influencers toan event also works
- 18. Co-creating content hasdual value
- 19. Could you invitethem to join / start a group?
- 20. What will successlook like?
- 21. What are thetricky bits? 1. Identifying the best opportunity. 2. Taking the time to engage – and give value. 3. Reaching out in the right way. 4. Creating sharable content. 5. Maintaining momentum…
- 22.
Editor's Notes
- #2 Earlier we went through STRATEGY Now we need to look at how we ENGAGE (i.e. take an action)
- #7 The questionable influence of celebrity is due to a psychological phenomenon called “diffusion of responsibility.” “Power-Middle influencers drive an average of 16x higher engagement rates than paid media and owned alternatives”.
- #9 ‘Influencers’ are solicited an average of 10 times per week by brands / the top 27% of influencers receive between 10 and 99 requests per week. How can you demonstrate your credibility to them and bring them closer to you?