Influencer marketing leverages word-of-mouth recommendations to generate significantly higher sales and consideration compared to paid advertising. Effective campaigns involve selecting the right influencers whose content aligns with brand values, focusing on audience engagement, and measuring outcomes transparently. Long-term partnerships with influencers are essential for building relationships and maximizing value for both parties.

1. INFLUENCERMARKETING
MANUFACTURING WORD-OF-MOUTH
RECOMMENDATIONS FOR YOUR EVENT OR BRAND

4. A n d y S e r n o v i t z - W o r d o f M o u t h M a r k e t i n g B o o k
5
200
TIMES MORE SALES THAN
PAID ADVERTISING IMPRESSIONS
TIMES MORE CONSIDERATION THAN
PAID ADVERTISING IMPRESSIONS
WORD OF MOUTH MARKETING

5. ONLINE WORD OF MOUTH EQUALS …
RECOMMENDATIONS REVIEWS

6. INFLUENCERS ARE ONLINE WORD OF MOUTH

7. INFLUENCE VS. POPULARITY

8. DO THEY REACH YOUR TARGET AUDIENCE OR SEGMENT?
DOES THEIR CONTENT APPEAL TO YOUR TARGET CONSUMER OR SEGMENT?
DOES THEIR CONTENT ALIGN WITH YOUR BRAND IN A RELEVANT WAY?
DOES THEIR OTHER SPONSORED CONTENT APPEAR COMPELLING, ENGAGING, RELEVANT?
CAN THEY ILLUSTRATE THEY PROVIDE VALUE?
FINDING THE RIGHT INFLUENCERS

9. VALUES THEIR AUDIENCE FIRST
BUT VALUES BRAND RELATIONSHIPS, TOO
LOOKS TO UNDERSTAND YOUR GOALS
LOOKS TO CREATE VALUE FOR BOTH AUDIENCE AND BRAND
PROVIDES MEASUREMENT TRANSPARENTLY
THE RIGHT INFLUENCERS

10. FIND & ENGAGE

11. FIND & ENGAGE
AGENCY MODEL
SERVICES MODEL
SAAS MODEL

12. STRATEGY

13. FIVE ELEMENTS OF INFLUENCER CAMPAIGNS
DEFINING
THE
AUDIENCE
FOCUSING
THE TOPIC
SELECTING
THE TOOLS
OUTREACH
&
EXECUTION
MEASURING
RESULTS

14. INFLUENCERS AND EVENTS

15. INFLUENCERS AND EVENTS
AFFILIATE SALES
PROMOTIONAL PARTNERS
(AND, OH YEAH)
SPEAKERS!!!

16. INFLUENCERS AND EVENTS
MEDIA ATTENDEES
• BUILD BUZZ
• LIVE PODCAST/BROADCAST
• LIVE STREAM
• REPORT ON INDUSTRY ISSUES
• “MOVERS AND SHAKERS” REPORTING
• CO-OP CONTENT FOR YOU

17. INFLUENCERS AND EVENTS
SPONSOR CONTENT PARTNERS

18. INFLUENCERS AND EVENTS
ONGOING INFLUENCER PARTNERSHIP

19. VALUE THEIR TIME
VALUE THEIR REACH (IMPRESSIONS/AWARENESS)
HOLD THEM ACCOUNTABLE FOR REASONABLE GOALS
THINK LONG-TERM, NOT ONE-OFF
COST CONSIDERATIONS

20. Remember:
Influence, not popularity.
Build relationships.
Us them creatively.
So Influencer marketing
will help you …
Spread the Word!
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