The document discusses the evolution and significance of influencer marketing, emphasizing that engagement and relationships are more critical than follower count. It advises brands to create experiences for influencers and their audiences, rather than purely pushing products, and highlights the importance of customizing approaches based on individual influencers. Additionally, it notes that influence and reach are inversely related, suggesting that smaller influencers can be more impactful despite a lower follower count.

1. BY:
explained

2. Influencer?
WHAT’S AN
A person who expresses a contextually relevant
opinion that is meaningful enough to elicit
action from others.

3. followers
influence
1,000,000,000
Do not equal
just because someone has a lot of followers does
not make them an influential person. Engagement
is key to defining influence.

4. Influence
WHAT IS
the practice of identifying and building
relationships with individuals who have influence
over a target audience.
Marketing?

5. WHY IS AN INFLUENCER
STRATEGY IMPORTANT?
DECLINE OF TRADITIONAL
DIGITAL MEDIA
Organic social reach
Increasingly limited
Diminishing trust
Of advertising

6. READY??
ARE YOU
OLD
WORLD
NEW
SKOOL
The evolution of influencer marketing has
impacted the entire advertising value chain.
Some marketers find it more difficult than
others to let go of the OLD world and make
the leap to the new sckool.
As we walk through the following slide, take
a gut-check on how each makes you feel.
Are you ready to surrender your brand to the
hands of influencers?

7. Paid media
On
Premium websites
PAID MEDIA
$
CONTENT PRODUCTION USER GEN CONTENT Audience experience
Sponsored
Influencer
Content on
Social media
Expansive, broad
Highly produced
Outsourced, cost
efficient, tailored
to audience &
platform
“Unsafe”
For brands
Effective,
Desired by user
Drive off page to
Destination/
website
Stay in native
experience
VS.
Here we will discover your attitude and feelings towards- PAID MEDIA, CONTENT PRODUCTION, USER GENERATED CONTENT &
AUDIENCE EXPERIENCE. We will compare these in the OLD WORLD and the NEW SKOOL way of doing things with InfluencerS.

8. Where do YOU start?This has quickly become BIG BUSINESS! What started out as a very profitable game for dozens,
has quickly, and exponentially become a living and business for millions. Kids aren’t growing up
saying they want to be the next Michael Jordan or Taylor Swift…they grow up saying they want
to be YouTube famous! The rise of social media has given you, me, and our children the right to
build our media empires- scary!

9. Because of the huge pool of influencers out there (and this list grows every day), it’s an onerous
task to begin your search for influence.

10. As fast aS the list of influencers are growing, so too are the adtech tool and resources
available to find, track and measure the work of influencers.

11. Principles of
influence
marketing

12. Think beyond the
demographic
Principles of
influence
marketing
Mommy bloggers & tech experts is not deep enough.
Attention must be paid to their particular
interests, passions and habits.

13. Principles of
influence
marketing
Ask yourself, what value can my brand bring TO this
community? Influencers are influential because they
have built an audience. You must help them serve that
audience. Then and only then, does your brand win.
What’s your
Value add??

14. Principles of
influence
marketing
Instead of pushing brand, create experiences for
your influencer and their audience so they have
something to react to and share.
Create
experiences

15. Principles of
influence
marketing
This is a long game. The value of your influencer
relationships grow over time. Invest in Earning Trust.
Brands do use influencers for stunts, but the impact
on the brand is fleeting and their trust factor
amongst consumers...ZERO.
ROME WASN’T
BUILT IN A DAY

16. Principles of
influence
marketing
Every single influencer does things differently. They
work differently, they approach their audience and
their business differently. Customize your approach
based on the individual. You are dealing with humans,
not sophisticated software platforms or mass media
networks. Remember this!
One size does NOT
Fit all

17. INFLUENCE
REACH,
AND Dolla bills

18. Remember, “influence” and “reach” inversely affect one another.
The greater the reach a person has, generally speaking, the less
influence they have. And then the opposite also holds
true….the smaller a person’s reach, the more influential they
seemingly are over those that they are connected to.
Let me explain using a real, life example…

19. REACH
INFLUENCE
Celebrity
Publisher
blogger
Friend/colleague
Partner/spouse
mom/GRANnie
$0
Biebs….HUGE, MASSIVE reach (65MM on Instagram, 79MM
followers on Twitter)….little ability to have deep
personal connections that influence. Versus…
Grannie…little/no reach (6 followers on IG…all
grandchildren)…HUGE ability to influence. Grannie
posts, you darn better @ reply!
Then the financial part of this equation…celebrities
demand BIG bucks for paid endorsements. And the other
end of the spectrum, Grannie only wishes to be paid in
visits and hugs.
We advise our clients on finding the area that allows
your chosen influencer to provide your brand with added
reach amd the ability to influence their audience.
Because of this sliding scale, nearly all brands,
regardless of budget constraints can participate in
influencer marketing.

20. A successful
Steps To BUILD
influencer
STRATEGY

21. DEFINE
Conceptualize
Discover
MANAGE
TRACK
LEARN

22. WANNA CHAT INFLUENCER MARKETING?
info@fifthstory.com
416.599.9900
Fifthstory.com