Question assumptions that an influencer marketing platform can automate an inefficient operation.

1. Question assumptions that an
influencer marketing platform can
automate an inefficient operation.
Learning objective of Module 1, Lesson 3

2. Can influencer marketing be automated?
• A 2016 report by Chute and
Thuzio 360 found that a
majority of US marketers
would like to see 5 aspects of
influencer marketing
improved.
• But, can these aspects of
influencer marketing be
automated or made easier
through software?

3. Measuring ROI vs. ROMI
• ROMI uses a different formula
than the ones that CFOs use to
calculate ROI.
• ROI measures money that’s
“tied” up in plants and
inventories (capital expenditure
or CAPEX).
• But marketing is typically
expensed in the current period
(operational expenditure or
OPEX).

4. Tracking influence vs. custom campaigns
• Use the Campaign URL Builder
tool to add parameters to your
URLs so you can track
influencer campaigns in
Google Analytics.
• Convert each URL to a short
link to make it more sharable.
• Then, see which influencer
posts generated which micro
and macro conversions.
Source: Google Analytics, Campaign URL Builder

5. Influencer discovery vs. identification
Source: Google Analytics, Rutgers Business School Executive Education, Sept. 1, 2016 to Aug. 31, 2017

6. Reporting back super lame vs. awesome KPIs
• A KPI is a metric that helps you
understand how you are doing
against your objectives like:
• Visitor loyalty & visitor recency.
• Conversation rate.
• Days & visits to outcome.
• Amplification rate.
• Economic value.
• Task completion rate.
• Brand evangelist index.
Source: Avinash Kaushik, Occam’s Razor, “Your Web Metrics: Super Lame or Super Awesome?,” June 28, 2011

7. Vetting influencers vs. letting go of control
• Influencer marketing is
notoriously hard to get right.
• But Clorox brand Brita decided
that letting go of control
ensured that influencer King
Bach created engaging content.
• The result was a hilarious
made-for-YouTube ad that
generated over 2 million views
and led to a 2,000% mobile
search lift.
Source: Kate Stanford , Think with Google, “The secret to successful influencer marketing? Letting go of control,” August 2017

8. Can influencer marketing be automated?
• Bill Gates once said:
• “The first rule of any technology
used in a business is that
automation applied to an
efficient operation will magnify
the efficiency. The second is
that automation applied to an
inefficient operation will
magnify the inefficiency.”
• So, which aspects of influencer
marketing can be automated?

9. Peer-graded assessment: Write a 5-paragraph
essay that questions assumptions that an
influencer marketing platform can automate
an inefficient operation.