Influencer marketing is all the rage. But how do you insure you're choosing the best approach for your brand, and how can you determine ROI? Kathleen Hessert shares case studies from her landmark millennial campaign for Pope Francis and the ESPN 30 for 30 film "I Hate Christian Laettner". #SMTLive

1. The ROI of Influencer
Marketing
#SMTLive

2. #SMTLive
Thank You to Our Sponsor
@Tracx

3. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

4. #SMTLive
Our Speakers
Eric T. Tung is a brand ambassador and thought-leader for brands like Ford, Microsoft, Verizon, and MasterCard, one of the
top-40 ranked social media “talents” by Forbes. Follow him on most social networks at EricTTung. @EricTTung
Eric Berkowitz is SVP of Global Services at Tracx. Eric has spent the past 10 years building and scaling businesses in social,
mobile, and real-time markets. He has developed an expertise in the implementation of technology and service offerings
for social media monitoring, analytics, and engagement needs. Eric has an accomplished track record of empowering
clients to leverage social media intelligence for strategic and creative business solutions. With experience in client service,
sales, and product management roles, Eric has a unique perspective on the ways emerging technologies are ushering in a
new age of social consumers and enterprises. His passion for evangelizing cloud-based, disruptive technologies has led to
numerous public speaking opportunities and published interviews. @Tracx
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for
Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for
Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Kathleen Hessert is CEO of Sports Media Challenge, a boutique agency specializing in reputation management, brand
enrichment, and social media consulting for sports and entertainment. Hessert's consultancy is trusted and revered by the
world’s best in Olympic, professional and college sports. Clients have included NFL MVP Peyton Manning, Derek Jeter, Danica
Patrick, Christian Laettner, Universities of Notre Dame, Texas, Michigan, Auburn, and Penn State; ESPN, the Big Ten Network,
The Rockettes and entertainer P Diddy, as well as multiple NBA, MLB, and NASCAR teams. As a social media early adopter,
Hessert’s vision led to international acclaim with the launch of NBA super star Shaquille O’Neal on Twitter, which was widely
credited with taking the platform mainstream. @KathleenHessert

5. PAGE 5
Shaq
Cam shaq
MARKETING
INFLUENCER
@KathleenHessert

6. #SMTLive
3TYPES
INFLUENCERS
Platform . Celebrity . Everyday
CELEBRITY
• organicconnection
• accessible&available
• flexible &timely
• withinbudget
• ultra-passionate
• engagedfollowing
• livesbestpractices
• coachable
EVERYDAY
• community norms
• aligned w/ vibe
• responsive 2 brand
• ultra-engaged
PLATFORM

7. #SMTLive
INFLUENCERTalent . Goals . Listening . Metrics
INGREDIENTS
METRICS
• varyforplatform&campaign
• setinadvance
• don’toverpromise
• alignwithbizgoals
• reachisn’teverything
GOALS
• passionate
• engaged community
• livesbestpractices
• geographicallysuitable
forofflineintegration
• platformsearch
• prolific&engaged
• magnetic social
• reliable
TALENT
• targetedsearch
• IDinfluencers
• discoverunexpected
contenteasier,faster
• post-campaignanalysis
providesvaluedinsights
• easiertocalculateROI
LISTENING

8. PAGE 8
ESPN 30for30
CASESTUDY
Celebrity . Influencers
CELEBRITY
• lots of upfront planning
• leverage other celebs in their
circle for advance
commitment
• approve with celeb’s
inner circle
• 2 way sharing them to us &
vice versus
WHAT WE COULD
HAVE DELIVERED
• deep analytics could have
proven value to AT&T
• live tweeting drove
viewership to #4 Neilsen TV
ratings
• Could have generated
additional sponsorship

9. PAGE 9
#GOODISWINNING
CASESTUDY
Platform . Everyday Influencer Combination
• 60 passionate millennials chosen
30 onsite- 30 virtual
• Instagram & Vine influencers
activated prior to visit, during, post
• lead influencer enlisted others to
join efforts & amplify posts
• SMC leveraged relationships with
Snapchat & Vine execs for white
listing & valuable
platform
amplification

10. PAGE 10
CASESTUDY
BONUS

11. PAGE 11
NFL CANADA
CASESTUDY
Everyday . Influencers
- listened for most
passionate fans w/
high engagement,
geographic
placement
- contract for
accountability
- real-time mgmt.
- multiple platforms
- incent & score
- sustained effort
- reach

12. January 26, 2016
The ROI of Influencer
Marketing

13. • Influencers are digital leaders in a
specific field, or niche market
• A large following or readership
does not inherently make a person
influential – bigger does not mean
better
• True influence drives action, not
just awareness* - what is the
degree to which the audience is
engaged?
All influencers are not created equally
*Jay Baer

14. Five influencer attributes that matter most
1. Reach – how far do their messages travel; total number of followers across
all relevant channels
2. Relevance and relatability – synergy between the brand’s interest and
those of the influencer’s
3. Impact – the number of followers who interact with the influencer
4. Quality – the value of the followers – how relevant are they?
5. Activity – when, where and how influencers post

15. The growing complexity of influencer marketing
• Captive audiences of old have shifted their attention to a new breed of online
influencers
• As influencers and consumers become more discerning, so to must brands dive deeper
in metadata that defines these influencers, their relationships and networks
• Brands should look beyond social metrics and into psychographics and contextual
intelligence to determine the ideal candidates

16. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

17. #SMTLive
Our Speakers
Eric T. Tung is a brand ambassador and thought-leader for brands like Ford, Microsoft, Verizon, and MasterCard, one of the
top-40 ranked social media “talents” by Forbes. Follow him on most social networks at EricTTung. @EricTTung
Eric Berkowitz is SVP of Global Services at Tracx. Eric has spent the past 10 years building and scaling businesses in social,
mobile, and real-time markets. He has developed an expertise in the implementation of technology and service offerings
for social media monitoring, analytics, and engagement needs. Eric has an accomplished track record of empowering
clients to leverage social media intelligence for strategic and creative business solutions. With experience in client service,
sales, and product management roles, Eric has a unique perspective on the ways emerging technologies are ushering in a
new age of social consumers and enterprises. His passion for evangelizing cloud-based, disruptive technologies has led to
numerous public speaking opportunities and published interviews. @Tracx
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for
Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for
Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Kathleen Hessert is CEO of Sports Media Challenge, a boutique agency specializing in reputation management, brand
enrichment, and social media consulting for sports and entertainment. Hessert's consultancy is trusted and revered by the
world’s best in Olympic, professional and college sports. Clients have included NFL MVP Peyton Manning, Derek Jeter, Danica
Patrick, Christian Laettner, Universities of Notre Dame, Texas, Michigan, Auburn, and Penn State; ESPN, the Big Ten Network,
The Rockettes and entertainer P Diddy, as well as multiple NBA, MLB, and NASCAR teams. As a social media early adopter,
Hessert’s vision led to international acclaim with the launch of NBA super star Shaquille O’Neal on Twitter, which was widely
credited with taking the platform mainstream. @KathleenHessert

18. #SMTLive
Thank You to Our Sponsor
@Tracx

19. #SMTLive
Upcoming Webinar
February 2nd:
Omni-Channel Marketing: Creating the
Right Mix for Your Brand