This presentation is from Affiliate Summit East 2018 (July 29 - July 31, 2018 in New York). Session description: Learn how to find influencers and identify who can actually deliver results in your niche. Learn best practices for executing successful influencer campaigns from start to finish.

1. How to Execute Profitable Influencer
Deals on Social Media
Affiliate Summit East 2018
June, 21 2018

2. Who am I? ● Executed my first “Influencer Marketing”
campaign for Macy’s in 2013
● Work with YouTubers and Instagrammers on
behalf of brands daily.
● Executed over $1mm in influencer sponsorships
● Have probably seen it all ;)
My goals:
● Understand when and why to use influencer
marketing to grow your brand.
● How to avoid MAJOR, easy to miss pitfalls that
will cost you THOUSANDS.
● Understand cost-effective influencer marketing
options that even brands on a shoestring
budget can execute.
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3. Why Influencer
Marketing?
Millennials have passed baby boomers as the largest
generation of consumers.
Millennials value authenticity > ads
AdBlock usage is at an all time high, and continuing to
grow. Can’t block an endorsement!
Influencer marketing, when done right, isn’t an ad, it’s
a personal seal of approval from a trusted voice.
Think about this: What do you trust more? A banner
ad, or the recommendation of a friend?
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4. Getting started
working with
influencers:
Start by defining your:
● Budget
● Objective
● Target Platform
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5. Determining who
to partner with:
Ensure the profile / channel / blog you are partnering
with is a fit.
Ask yourself these three questions:
1. Does this person have REACH?
2. Is the person AUTHENTIC?
3. Does this person reach you target audience?
Which do you think is the most important of these
three?
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6. Identifying
Influencers:
The hardest part is to search Instagram or YouTube by
audience
There is no way to do this on the platform.
Two approaches work:
● Conduct research to find influencers who reach
your audience by putting yourself in the mindset
of your target customer (or you can Google for
it)
● Pay for a third party tool that lets you search by
audience demographic.
#1 Recommendation is Deep.Social
Search by person’s location, age, gender, follower
count, content keywords.
Search by audience location, age, gender, etc 6

7. Executing your
campaign:
Let’s focus on Instagram:
Do you have budget or time?
If you have budget, consider a partner to execute a
sponsorship campaign.
If you have a low budget - consider gifting.
1. Make sure your Instagram profile has 9+ quality
posts.
2. Find Instagrammers 10k-100k who fit the 3
point criteria mentioned earlier
3. Follow them, engage their content with genuine
likes and comments over the span of ~ 1- 2
weeks.
4. Reach out!
5. Follow up and continue to engage their content
6. If they agree to receive product, ship.
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8. Tips for Successful
Gifting:
● The person you are messaging owes you
nothing, even if you ship them product.
● Of course, you are welcome to follow up with
them to ask feedback.
● Instagrammers will not post negative reviews if
they didn’t like the product, they just won’t post
● In your shipment, include brand materials,
message points, a hashtag to use and a
handwritten thank you card
● A 40% success rate on gifting is a good
baseline of success - aim for that!
● Keep in touch with the people who liked your
product and posted about it. Work to win them
over to be an advocate for your brand. You can
always ship them more ;)
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9. When to consider
sponsorships:
Gifting is the best solution if you lack substantial
budget, however it is far from the most effective.
A sponsorship will give you the most control of the
messaging and ensure you will get a post (in your
target timeframe.)
Other benefits:
● Require inclusion of a promo code (assign
everyone their own)
● Require the IG bio to have a link to your page
(for 24 hours after the post goes live)
● Make mention of where to get the product in the
description as well.
● Get your brand @tagged in the post
** NOTICE: If you are paying someone to post about
your product, they must disclose that in their post. The
most common, acceptable way to do so is add #ad
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10. Examples of Sponsored Posts:
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11. Let’s Talk YouTube! YouTube sponsorships are WILDLY effective at driving
sales - however, they are usually pricey.
The channel can deliver a clear call to action to a
clickable, trackable link to your store OR giveaway.
Reach, Authenticity and Target Audience are more
crucial than ever because the cost of an effective
sponsorship will typically be $5k+
Reach: Should NOT be measured in terms of # of
subscribers - rather, # of views a channel can deliver.
Target Audience: No easy way to discern. Use third
party “best guess” data - but ALWAYS get a
screenshot to confirm! (We have seen $10k drive 0
results!)
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12. Tips for a
successful
sponsorship:
● Communication is key. Not only communication
from your side, the influencer must do their part
as well.
● Don’t be afraid to give up creative control!
● A contract between both parties IS NOT
OPTIONAL!
○ Communicate clear expectations
○ Do’s and Don’ts
○ Timing
○ Hashtag
○ Require FTC compliance
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13. Thank You.
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