In an era of marketing overwhelm, buzz words, and fake influencers, it is important to influence with responsibility and to create a roadmap that allows you to maximize 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