Influencer marketing has always been standard practice and remained fairly straightforward, i.e. celebrity endorsements, until about 15 years ago when digital technology changed everything. During the last decade, the philosophical ideas of influence and trust -- and their practice within marketing -- have evolved and continue to morph rapidly due to ever-changing digital platforms. As digital proliferates and scales, so too much influencer marketing and Mavrck is one of a select few platforms built for the enterprise. Learn how brands like Express, Nike, and Oreo have scaled their Influencer marketing to generate thousands of high-quality posts.

1. How to Scale Influencer
Marketing for the Enterprise
August 20, 2018
Lyle Stevens
Cofounder & CEO, Mavrck
@thelylestevens
lyle@mavrck.co

2. Mavrck is an All-In-One Influence Marketing Platform
Ⓒ 2018 Mavrck All Rights Reserved – Proprietary and Confidential
Automate, Scale and Measure
Your:
✓ Influencer Program
✓ Customer or Employee
Advocacy Program
✓ Referral Program
✓ Sampling Program
✓ Ratings and Reviews
Program

3. #Sponsored Influencer Posts Volume Growth
Ⓒ 2018 Mavrck All Rights Reserved – Proprietary and Confidential
21.7 MM
#Sponsored Posts
Created in 2017
by Influencers
Note: 29.2 Billion Posts Created Annually on Instagram
Holiday
Spike in
2016
Holiday
Spike in
2017

4. Many Marketers use Influencers in a Limited Capacity
Research and
Insights
Marketing
Team Disciplines
Customer
Experience Journey
Advocacy Awareness
ConsiderationLoyalty
Purchase
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5. That type of influencer strategy is like using a
smartphone to only make phone calls.

6. Brands Need to Unlock the Full Potential of Influence
Ⓒ 2018 Mavrck All Rights Reserved – Proprietary and Confidential
Marketing
Team Disciplines
Research and insight
Strategy and
Planning
Community
Management
Creative and
Media
Measurement
and Analytics
Customer
Experience Journey
Advocacy
AwarenessLoyalty
ConsiderationPurchase

7. Generate Content to Influence Multiple Touch Points
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Survey
Responses
Referral
Links
Ratings &
Reviews
Blog
Content
Video
Content
Photo
Content
Marketing
Team Disciplines
Customer
Experience Journey

8. Amazon’s Integrated Influence Marketing Strategy

9. Leveraging
influencer
generated
content for
product
photos to
increase
conversion
rates by 40%
Using ratings
and reviews to
increase
conversion
rates by 30%
Create Social Proof to Accelerate Your Consumer Journey
Leveraging
customer
referrals to
drive 3x higher
converting
traffic

10. Ⓒ 2018 Mavrck All Rights Reserved – Proprietary and Confidential
2.23 MM
Consumers activated via
the Mavrck platform to
generate quality content
on behalf of brands.

12. 10 Steps
to Scale
Your
Influencer
Marketing
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13. Step 1 Increase Return Reduce InvestmentStep 1 Increase Return Reduce Investment
Step 2
Sales
Lift
Brand
Lift
Channel
Lift
Time
Savings
Media
Savings
Content
Savings
Software
Savings
Step 1 Increase Return Reduce Investment
Step 2
Sales
Lift
Brand
Lift
Channel
Lift
Time
Savings
Media
Savings
Content
Savings
Software
Savings
Step 3 Mavrck or Brand Historical Performance Benchmarks
(Cost Per… Post, Impressions, Engagement, Click, Conversion)
Step 1 Increase Return Reduce Investment
Step 2
Sales
Lift
Brand
Lift
Channel
Lift
Time
Savings
Media
Savings
Content
Savings
Software
Savings
Step 3 Mavrck or Brand Historical Performance Benchmarks
(Cost Per… Post, Impressions, Engagement, Click, Conversion)
Step 4 Brand Specific Constraints
(Vertical, Brand Equity, Purchase Availability)
Objective Increase Return Reduce Investment
ROI
Measure
Sales
Lift
Brand
Lift
Channel
Lift
Time
Savings
Media
Savings
Content
Savings
Software
Savings
KPIs Mavrck or Brand Historical Performance Benchmarks
(Cost Per… Post, Impressions, Engagement, Click, Conversion)
Constraints Brand Specific Constraints
(Vertical, Brand Equity, Purchase Availability)
Resulting
Strategy
Brand
Objective
ROI
Measure
KPIs
Influencer
Persona
Recruit
Source
Content
Use Case
Incentive
Offers
Step 1: Use a Strategy Framework
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14. Step 2: Leverage the Full Spectrum of Influence
Micro-Influencers
are everyday consumers who have a
side hustle creating content, and
aspire to become and Macro
Influencer someday.
2
Referrers
are everyday consumers who will
share if the incentive is right, but will
put in limited effort (think copy and
paste a link).
4
Advocates
everyday consumers and
employees who don’t produce
content often, but will do so for
brands they are passionate about,
but with less quality.
3
Loyalists
everyday consumers who love your
brand and purchase regularly, but
will never share.
5
Macro-Influencers
are consumers who earn their living
as a content creator (bloggers,
youtubers, journalists).
1
MORECOST
MOREVOLUME
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15. Step 3: Own the Relationships with Your Influencers
Ⓒ 2018 Mavrck All Rights Reserved – Proprietary and Confidential
Marketer Self-Service Platform Influencer Activation EngineRelationship

16. Step 4: Recruit Existing Customers with Influence
Ⓒ 2018 Mavrck All Rights Reserved – Proprietary and Confidential
Install the Mavrck Influence Plugin on your website to
unlock the potential of consumers with influence
already interacting with your brand regularly.
1MM 87k 826 210k 6.3MM
Monthly Visitors to
Your Brand’s Website
Micro-Influencers
Visiting Monthly
Influencer Posts
Generated Monthly
Clicks and Engagements
on Generated Posts
Impressions on
Generated Posts
+
Per
www.yourbrand.com

17. Ⓒ 2018 Mavrck All Rights Reserved – Proprietary and Confidential

18. Step 5: Automate Influencer Fraud Detection
Ⓒ 2018 Mavrck All Rights Reserved – Proprietary and Confidential

19. Example Best Practice for Activating Each Influence PersonaStep 6: Activate Each Influence Persona Properly
Macro
Create Content
Create original content in the form
of social posts, blog posts or videos.
1
Refer Friends
Refer friends to content via trackable
referral links and promo codes.
2
Reviews & Research
Review products and services or
provide survey responses for
Research.
3
Micro-Influencer
are the triple threat of the spectrum
because they can deliver all three
types of content with the most trust,
authenticity and cost effectiveness.
Ⓒ 2018 Mavrck All Rights Reserved – Proprietary and Confidential

20. Step 7: Automate the Influencer Workflow
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21. Step 8: Translate for an Influencers’ Native Language
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22. Step 9: Automate Influencer Communications
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23. Macro
Activity
based incentives that
includes cash, gift cards,
or product samples
1
2
Example Best Practice for Incentivizing Influencers
Performance
based incentives that
include product
samples, discount
codes, or loyalty
points
Step 10: Incentivize Each Influence Persona Properly
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24. Step 11: Automate Incentive Tracking and Fulfillment
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25. Ⓒ 2018 Mavrck All Rights Reserved – Proprietary and Confidential
45.1k 9.2% 2,851 1.9MM 52MM
Sign-ups for Brand’s
Influencer Program
Have 5k+ Followers
on a Single Network
Posts Generated on
Social Networks
Clicks and
Engagements on
Generated Posts
Impressions on
Generated Posts
Mavrck 90-day Results for Rosefield Watches

27. Ⓒ 2018 Mavrck All Rights Reserved – Proprietary and Confidential
10.6k 14.8% 3,623 218k 527%
Sign-ups for Brand’s
Influencer Program
Have 10k+ Followers
on a Single Network
Posts Generated on
Social Networks
Clicks and
Engagements on
Generated Posts
Return on Investment
from Sales in 90 days
Mavrck 90-day Results for Global Beauty Brand

28. Mavrck 90-day Results for Global CPG Brand
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1,855 249k 24.2M 10.2%
Posts created by
Influencers
Total
Engagements
Total
Impressions
Offline sales lift
in 3 test markets

29. Marketers who trust the Mavrck platform

30. Seeking to rise
above the noise
through content
consumers trust?