Leigh George

1. @leighgeorge
Everything You’ve Heard About
Influencer Marketing Is Wrong.
Let’s Do It Right!

2. @leighgeorge
52%
of consumers are
actively avoiding your
ads
Source: true[X], 2014

3. @leighgeorge
48%
pay for premium
services that don’t
have ads
Source: true[X], 2014

4. @leighgeorge
14%
of people can recall
the last time they
saw an ad and
identified the offer it
was promoting
Only
Source: Infolinks, 2013

5. @leighgeorge
Today’s influencer
marketing
is based on
POPULARITY
NOT influence

6. @leighgeorge
Brands are
treating
influencers
as a PAID
CHANNEL

7. @leighgeorge
PEOPLE
ARE NOT
MEDIA
CHANNELS
you can pay
to run your
message

8. @leighgeorge
What should EFFECTIVE
influencer marketing look like?

9. @leighgeorge
of people turn to
social networks
for guidance on
purchase
decisions
74%
Source: Forrester, 2015

10. @leighgeorge
Influence is
based on
EXPERTISE, not
popularity

11. @leighgeorge
Influencer
marketing is
CO-BRANDING

12. @leighgeorge
Influencer
marketing needs
a strategy, not a
media plan

13. @leighgeorge
Set
measurable
goals

14. @leighgeorge
Know
your audience

15. @leighgeorge
Create a
budget

16. @leighgeorge
Start with criteria
so you’ll know
what to look for
in an influencer

17. @leighgeorge
Steal these
criteria!
Brand Values
Tone-of-voice
Content themes
Past brand
collaborations
National vs local
Actionability

18. @leighgeorge
Find the right
MATCH

19. @leighgeorge
Be sure you know
what your brand
brings to the table

20. @leighgeorge
Personalize your
outreach

21. @leighgeorge
Choose
carefully

22. @leighgeorge
Get it in
writing

23. @leighgeorge
Collaborate on
the right story to tell

24. @leighgeorge
What’s
the plan?

25. @leighgeorge
Don’t just
measure—
LEARN

26. @leighgeorge
• Brand communication alone is no
longer effective in driving action.
Today we avoid ads and act based
on trusted communications
• To take advantage of these trends,
develop an influencer marketing
strategy that allows you to co-brand
with an influencer whose purpose,
communities and values align with yours
• An effective strategy includes measurable
goals, a clear vision of your target
audience and a collaborative
approach

27. @leighgeorge
• Plan to find the right influencer to
collaborate with by using specific
criteria that are important to your brand
and help you filter possible partnerships
• Take a relationship-first approach to
influencer campaigners. Show a
commitment to investing in the influencer
relationship. This is not a one and done
activity
• Continually refine your strategy and
optimize results by applying what you
learn to future campaigns

28. Let’s Stay in Touch
Leigh George, PhD
Email: leighgeorge@findfreedom.co
Twitter: @leighgeorge
LinkedIn: linkedin.com/in/leighgeorge

29. @leighgeorge
• Slide 5: https://www.forbes.com/sites/robertadams/2016/04/14/the-top-10-
instagram-influencers/
• Slide 6: http://www.theblogmaven.com/wp-content/uploads/2014/01/Blog-
Media-Kit-Example-Metropolitan-Organizing.jpg
• Slide 7: https://www.youtube.com/user/RomanAtwoodVlogs
• Slide 11: http://parisgirlcouture.blogs.france24.com/sites/blogs.france24.com/
files/storyblogimgs/user714/KARL%20LAGERFELD_9_3.jpg
• Slide 12: http://exploregram.com/our-evrgrn-oasis-in-dc-one-weekend-two-
cornhole-boards-three-signature/
• Slide 14: http://soshable.com/wp-content/uploads/2013/05/Audience.jpg
• Slide 19: Kit and Ace
• Slide 21: https://www.popoptiq.com/on-cinderella-and-feminism-how-branagh-
and-weitz-altered-the-glass-slipper/
Image
Credits