This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas). Session description: “Influencer marketing” has become a trendy buzzword; we break down what “influencer” really means and when it’s truly beneficial for your brand to incorporate it into your marketing.

1. ASW Presentation
Stephanie Harris, Owner & CEO PartnerCentric
Influencer Marketing
Demystifying the Term Heard Everywhere

2. “A BRAND IS NO LONGER
WHAT WE TELL THE
CONSUMER IT IS - IT IS
WHAT CONSUMERS TELL
EACH OTHER IT IS.”
-Scott Cook, Founder and CEO of Intuit

3. 1. Go to partnercentric.com/asw2018
2. Complete the quick survey
3. A member of our team will curate and send you a list of
partners tailored to your vertical and influencer goals
PartnerCentric ASW OFFER FOR
ADVERTISERS

4. WHAT IS INFLUENCER
MARKETING?
Influencer - A trustworthy authority who has the ability and platform to sway decisions
and add value by promoting experiences, goods and services with authenticity
Marketing - The business or practice of selling and promoting goods and services
Influencers used to be celebrities and other well-known figures. With social media and
the internet, they can now be anyone with a strong (Micro, Macro or Mega) presence and
following.

5. WHY PARTNER WITH
INFLUENCERS?
- ODM Group
74% rely on social media to inform
purchase decisions.
- Nielsen
90% trust peer recommendations,
only 33% trust ads.
84% take action based on the
opinion of others.
- Nielsen

6. Influencer Marketing: How
we got here
TIMELINE
The beginning days of affiliate had mom and pop coupon sites and last click
attribution
Early Aughts
Brands wonder what else exists other than coupon and loyalty programs.
Influencer 1.0 is born
2008 - 2011
Industry and tech are maturing; brands see impactful revenue using affiliate
2004 - 2008
Technology starts to catch up and is able to consider various
attribution models with the legitimacy of SaaS platforms
2011 - 2013
Influencer Marketing 2.0 - Influencers are affiliates and affiliates are
influencers
Today
Advertisers, in increasing number and frequency, examine the value of content
relationships as a large swell of demand for these types of performers surges
2013-2015
The Age of Influencer Marketing- Influencers are everywhere you look
2015-2017

7. INFLUENCERS ARE AFFILIATES
&
AFFILIATES ARE INFLUENCERS

8. INTRODUCING INFLUENCER
● Introduces a potential customer to a brand that they are mostly unaware of, i.e. create brand awareness/exposure through
engagement
● Typically micro and macro influencers, with lower traffic and followers, but have higher engagement with their audience
● Content-oriented placement. Tell a brand’s story in their own, unique voice
● Prefer paid/sponsorship opportunities over pay for performance compensation
● Path to purchase is much longer because it’s top of the funnel and does not typically drive last click
WHO IS AN INTRODUCING INFLUENCER?

9. BEST PARTNERED WITH CLIENTS
WHO…● Are looking for brand awareness/engagement to attract new customers
● Understand that introducing influencers provide an early touch point in the sales funnel, but understand the long-term value
of assisting a purchase
● Willing to pay a flat fee for placement for exposure
● Considers relationship successful by engagement with the content, such as likes, shares, comments, etc., as well as capturing
email addresses of potential new customers
INTRODUCING INFLUENCER

10. EXAMPLE PARTNERS
INTRODUCING INFLUENCER

11. INTEREST INFLUENCER
WHO IS AN INTEREST INFLUENCER?
● Generates deeper interest in a brand to potential customers and have likely promoted the brand before
● Prefer paid/sponsorship opportunities over pay for performance compensation
● Typically micro and macro influencers with fairly large following across all their online channels
● Content heavy, tell a brand’s story in their own, unique voice
● Not one who typically drives the last click, middle of the funnel activity

12. BEST PARTNERED WITH CLIENTS
WHO…● Are interested in working with partners who have a larger following and want to tap into their audience
● Looking to generate interest with potential new customers by educating and informing readers
● Understand that interest influencers provide an ‘middle’ touch point in the sales funnel, but understand the long-term value of
assisting a purchase
● Considers relationship successful by traffic to site, new site visitors, increased social channel following, newsletter sign ups
INTEREST INFLUENCER

13. EXAMPLE PARTNERS
INTEREST INFLUENCER

14. CONSIDERATION
INFLUENCER
WHO IS A CONSIDERATION INFLUENCER?
● Generates consideration for purchase to potential customers by providing qualifying content around a product
● Creates content reviews around a brand’s product or service, sometimes alongside a competitor’s offering
● Can be seen as social shopping, review, price comparison, and/or refer-a-friend partners
● Frequently drives last click

15. BEST PARTNERED WITH CLIENTS
WHO…● Are interested in working with partners who have a large following and readers value the content published, they view it as a
resource
● Open to hybrid model of CPA + Flat fee
● Considers relationship successful by the # of closed sales and/or leads
CONSIDERATION
INFLUENCER

16. EXAMPLE PARTNERS
CONSIDERATION
INFLUENCER

17. CONCLUDING INFLUENCER
● Closes the sale with the customer by providing urgency to the reader to encourage a purchase, typically with a limited time offer
● Has a loyal consumer base who trusts their recommendations, or values the incentive they receive from the influencer
● Placements are not content heavy, but focus on specifically promoting the offer to encourage the sale to happen quickly
● Typically drives last click
WHO IS A CONCLUDING INFLUENCER?

18. CONCLUDING INFLUENCER
BEST PARTNERED WITH CLIENTS WHO…
● Can offer a deep discount either specific to a product or site wide
● Can create custom codes for offers to encourage conversion
● Prefer offering CPA compensation model
● Considers relationship successful by the # of closed sales and/or leads

19. EXAMPLE PARTNERS
CONCLUDING INFLUENCER

20. MAKING THE DECISION TO
WORK WITH
INFLUENCERSConsiderations for your brand:
1. Budget - What is the investment you can make and what are the expectations for that
investment?
2. Understanding your needs - What does success look like? What is the goal you are
trying to achieve?
3. Audience - Who is the audience demo you are trying to engage?
4. Alignment - What influencers are best for your target audience?

21. HOW CAN YOU WORK WITH AN INFLUENCER ON A
PAY FOR PERFORMANCE MODEL?
Pay influencers where they add value during the customer
journey by looking at how they contribute to a sale
(attribution)
Pay influencers based on desired KPI’s from the
partnership such as clicks, engagement events, signups,
downloads, email capture, customer referrals, plus sales and
leads
Pay influencers lower up-front placement fee, and a
higher commission on conversion (hybrid)
Pay select influencers for creating original content and
publishing on a regular basis to continue to keep your
brand top of mind, filling the sales funnel. Paying for
content!

22. MYTHS IN INFLUENCER MARKETING
Myth 1: Can't measure ROI of an influencer placement/partnership
Truth: You can, just need to make sure you are looking at the right KPIs, which may not be conversion/sales.
Myth 2: Influencers don't convert
Truth: They assist with conversion at the top and the middle of the sales process, with a longer path to purchase. Google Analytics can show how they contribute to a
sale/conversion
Myth 3: Large, mega influencers are who you should partner with
Truth: Smaller, micro influencers have higher engagement with their audiences
Myth 4: Influencers don't work on a performance basis
Truth: They typically won't if they are only compensated on last click, but would if they are also compensated on first and middle activity

23. CONTACT US
ASW Advertiser Survey Offer:
partnercentric.com/asw2018
Visit us: www.partnercentric.com
Twitter: Partner_Centric
Facebook: https://www.facebook.com/partnercentric/