SlideShare a Scribd company logo
The
Responsibility
of
Influence
S o u r a b h S h a r m a
@figorout
@sssourabh
How to Maximize Conversion from Influencer Marketing
why is this an issue?
brands
• Campaign budgets
• “Bandwagon”
mindset
• Lack of objectives
• Lack of
measurement to
bottom lines
influencers
• Niches vs.
generalized
• Vanity metrics
• “Fake” engagement
• Unproven bottom
lines
create a roadmap
Objective: set up a goal
Platforms: pick a platform, and then pick an influencer
Influencers: make (new) influencers prove their influence
Measure: make campaigns trackable per influencer
Communicate: make metrics sharing a two-way street
Tweak and Grow: diversify your influencer network
Objective: set up a goal
where in the
purchase funnel is
your objective?
platforms
56%
73%
78%
YouTube Videos
Instagram Stories
Instagram Posts
objectives
64%
71%
85%
Sales
Reaching New…
Brand Awareness
MediaKix 2019
Objective: set up a goal
Platforms: pick a platform, and then pick an influencer
Platforms: pick a platform, and then pick an influencer
the responsibility of influence:
objectives drive which platforms to use
which will define budgets
which dictates which influencers align
identifying influencers
Influencers: make (new) influencers prove their influence
using influencers
Influencers: make (new) influencers prove their influence
• Quality content
– Unique and matches brand and
influencer
– Highlights brand or proposition
clearly
– Influencer voice without being
sales-y
– Extra content that is rights-free
– Is “sponsored”
• Ephemeral content
– Engaging
– Well labeled and created
– Matches brand personality
– A two way street with customers
– Engaging, and measures
engagement
Influencers: make (new) influencers prove their influence
why lose interest
in influencers?
33%
37%
41%
Too much
sponsored content
Not aligned with
values
Lose interest
where customers
find new
influencers?32%
48%
53%
Giveaways
Friends or family
Social platforms
MediaKix 2019 / GCI Magazine 2019
Influencers: make (new) influencers prove their influence
• Social mentions
– hashtag or brand mentions
– relative to competition or to
seasonality
• Overall audience growth
– engagement metrics on social
media, email signups, etc.
• Unique link clicks
– clickthrough / traffic per
influencer
• Coupon codes redemption
• Post purchase survey
Measure: make campaigns trackable per influencer
• Content
– Does it gather influencer
audience engagement
– Is it reusable by brands, and
does it gather engagement
thereafter?
– Is it re-purposable?
• ROI based on objectives
– Awareness
– Traffic
– Growth
– Purchases
Communicate: make metrics sharing a two-way street
maximizing conversion depends on measuring
and communicating results with influencers
frequently
(even if it means tweaking campaigns with A/B testing)
reusable content is a negative on marketing
budgets 
Communicate: make metrics sharing a two-way street
stay organized
Tweak and Grow: diversify your influencer network
stay organized
• Create, manage and update influencer database
– demographics, psychographics, conversions, niches
– A/B testing during campaign to measure effectiveness
• Create a content archive
• Be prepared for subsequent campaigns
– Reuse influencers that delivered on metrics
– Reuse content across channels
Tweak and Grow: diversify your influencer network
your roadmap will define
how you maximize conversion
Objective: set up a goal
Platforms: pick a platform, and then pick an influencer
Influencers: make (new) influencers prove their influence
Measure: make campaigns trackable per influencer
Communicate: make metrics sharing a two-way street
Tweak and Grow: diversify your influencer network
The
Responsibility
of
Influence
S o u r a b h S h a r m a
@figorout
@sssourabh
How to Maximize Conversion from Influencer Marketing

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Maximizing Conversion from Influencer Marketing

  • 1. The Responsibility of Influence S o u r a b h S h a r m a @figorout @sssourabh How to Maximize Conversion from Influencer Marketing
  • 2. why is this an issue?
  • 3. brands • Campaign budgets • “Bandwagon” mindset • Lack of objectives • Lack of measurement to bottom lines influencers • Niches vs. generalized • Vanity metrics • “Fake” engagement • Unproven bottom lines
  • 4. create a roadmap Objective: set up a goal Platforms: pick a platform, and then pick an influencer Influencers: make (new) influencers prove their influence Measure: make campaigns trackable per influencer Communicate: make metrics sharing a two-way street Tweak and Grow: diversify your influencer network
  • 5. Objective: set up a goal where in the purchase funnel is your objective?
  • 6. platforms 56% 73% 78% YouTube Videos Instagram Stories Instagram Posts objectives 64% 71% 85% Sales Reaching New… Brand Awareness MediaKix 2019 Objective: set up a goal
  • 7. Platforms: pick a platform, and then pick an influencer
  • 8. Platforms: pick a platform, and then pick an influencer the responsibility of influence: objectives drive which platforms to use which will define budgets which dictates which influencers align
  • 9. identifying influencers Influencers: make (new) influencers prove their influence
  • 10. using influencers Influencers: make (new) influencers prove their influence
  • 11. • Quality content – Unique and matches brand and influencer – Highlights brand or proposition clearly – Influencer voice without being sales-y – Extra content that is rights-free – Is “sponsored” • Ephemeral content – Engaging – Well labeled and created – Matches brand personality – A two way street with customers – Engaging, and measures engagement Influencers: make (new) influencers prove their influence
  • 12. why lose interest in influencers? 33% 37% 41% Too much sponsored content Not aligned with values Lose interest where customers find new influencers?32% 48% 53% Giveaways Friends or family Social platforms MediaKix 2019 / GCI Magazine 2019 Influencers: make (new) influencers prove their influence
  • 13. • Social mentions – hashtag or brand mentions – relative to competition or to seasonality • Overall audience growth – engagement metrics on social media, email signups, etc. • Unique link clicks – clickthrough / traffic per influencer • Coupon codes redemption • Post purchase survey Measure: make campaigns trackable per influencer
  • 14. • Content – Does it gather influencer audience engagement – Is it reusable by brands, and does it gather engagement thereafter? – Is it re-purposable? • ROI based on objectives – Awareness – Traffic – Growth – Purchases Communicate: make metrics sharing a two-way street
  • 15. maximizing conversion depends on measuring and communicating results with influencers frequently (even if it means tweaking campaigns with A/B testing) reusable content is a negative on marketing budgets  Communicate: make metrics sharing a two-way street
  • 16. stay organized Tweak and Grow: diversify your influencer network
  • 17. stay organized • Create, manage and update influencer database – demographics, psychographics, conversions, niches – A/B testing during campaign to measure effectiveness • Create a content archive • Be prepared for subsequent campaigns – Reuse influencers that delivered on metrics – Reuse content across channels Tweak and Grow: diversify your influencer network
  • 18. your roadmap will define how you maximize conversion Objective: set up a goal Platforms: pick a platform, and then pick an influencer Influencers: make (new) influencers prove their influence Measure: make campaigns trackable per influencer Communicate: make metrics sharing a two-way street Tweak and Grow: diversify your influencer network
  • 19. The Responsibility of Influence S o u r a b h S h a r m a @figorout @sssourabh How to Maximize Conversion from Influencer Marketing