Influencer Marketing: 10 Lessons From the Trenches

@ursularingham @megconley www.social-tribe.com/smmw19
Influencer Marketing:
Lessons from the Trenches
Social Media Marketing World 2019

Who Are We?
Ursula Ringham Megan Conley
Social Tribe, CEO
@megconley
Social + digital expert, entrepreneur, yogi, world
traveler, leading with empathy, customer
experience advocate
Global Influencer Marketing, SAP
@ursularingham
Storyteller, author, influencer marketer, digital
innovator, social media maven, champion of girls
education, outdoor sports freak

What is SAP?
Systems, Applications, Products
• Market Leader in enterprise application software
• € 23 billion revenue, 460K customers,
96K employees, 46 yrs old
• The “S” in SAP doesn’t stand for SEXY
@ursularingham @megconley

What is Social Tribe?
Social Engagement Agency
• Specializes in social, content +
influencer marketing for enterprise brands
• Started in 2009, female owned and operated with
teams across North America
@ursularingham @megconley

Disclaimer
All knowledge, no pitch. I promise
Use the hashtag #SMMW19 and take lots of
good photos #kthanks!
Ask questions! We’re friendly 
More goodies! http://social-tribe.com/smmw19

What Is An Influencer?
Trusted voices
influencing buyer decisions.
A person with the ability to influence potential buyers of a product or
service by promoting or recommending the items on social media.

What is
Influencer Marketing?
A tactic to reach new
and diverse audiences
Discover and build relationships with a
community of trusted influencers. Design a
program around the best influencers to
collaborate with to tell your story, build
awareness and create demand.
www.social-tribe.com/smmw19

Lesson 1:
Flyin’ Blind
Ain’t Fun
Have a strategy,
make a plan.

Leadership buy-in / sponsorship
Map out priorities for the year
Design a programmatic approach
How will your measure success? What does success look like?
Budget + resources
Flyin’ Blind Ain’t Fun1

Lesson 2:
Build A Strong
Foundation
Your program is as strong
as the foundation you
build it on.

Roles + responsibilities
Technology + tools
Establish benchmarks + KPIs
Budget (organic vs. paid)
Align with internal priorities
What does success look like?
Build A Strong Foundation2

Lesson 3:
Don’t Go It Alone
It takes a village.

Internal collaboration + Agency partners
FTW!!!
Don’t Go It Alone3

Lesson 4:
Be Selective
Do your homework.

Be Selective
Choosing the right influencers
can make or break your
program.
4
Brand values - what do you stand for?
Influencer value - what do they bring to the table?
Homework - review profiles, set up interviews, etc.
Be selective in who you work
with.

Lesson 5:
Play Out the
Scenarios
The good, the bad + the
ugly.

Play Out the Scenarios5
Worst case scenario
What could go wrong?
Best case scenario
What could go great?
Partnership / collaboration expectations
Legal + compliance requirements
Scope of work + contracts
www.social-tribe.com/smmw19

Lesson 6:
Dot Your I’s and
Cross Your T’s
Compliance + Legal

Dot Your I’s and Cross Your T’s6
Compliance
Put resources in place to ensure
GDPR + FTC endorsement
requirements are being met
Contracts
Reduce liability with legal
agreements and contracts
(organic + paid)
Negotiations
Be upfront when talking to
influencers about requirements
and compensation

Lesson 7:
Good Vibes Only
Invest in building great
relationships.

Avoid one-hit wonder focus on
building long-term
partnership
Good Vibes Only7
Go the extra mile
to invest in strong, positive,
mutually beneficial
relationships
Establish open lines of
communication and feedback

Lesson 8:
Let Go Of Control
Brand inspired, influencer
led.

Let Go of Control8
Influencers aren’t zombies that you can control
Their super power is their authenticity + credibility
Empower them to tell your story,
through their lens

Lesson 9:
Breaking Up Is Hard
to Do
But sometimes you gotta
part ways.

Make it a conversation:
have a 1:1 conversation and explain why
you’re ending the collaboration
Breaking Up Is Hard To Do9
Remember: influencers are affiliated with your
brand, it’s in everyone’s best interest to part on
the best terms possible.
Back it up:
Provide specific feedback and/or examples
of why your partnership hasn’t been
successful or where it’s been breached
Close it out:
Collect all relevant documentation / IP (if
relevant) and written confirmation ending the
partnership

Lesson 10:
Never Stop Learning
Test, learn + iterate

Never Stop Learning10
Test: using technology and data to
determine what’s really working (and
what’s not)
Learn: as your program evolves,
keep experimenting and testing new
ideas
Iterate: don’t be afraid to evolve
with your program, let the data and
influencers guide your success!

More Goodies!
Ready to start or your Influencer Program? Get a better gauge of where your company’s influencer marketing program
stands, and what your next steps should be. www.social-tribe.com/smmw19

Thank you!

Influencer Marketing: 10 Lessons From the Trenches

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