This slideshare is from Week 9 of SM 101: Introduction to Social Media Marketing at Pennsylvania College of Art and Design. It explores influencer marketing strategies, best practices, and pitfalls.

1. INSTRUCTOR JUSTIN QUINN
TAKING IT TO THE NEXT LEVEL:
INFLUENCER MARKETING

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9. EARNED INFLUENCER RELATIONSHIPS ARE ANY TYPE
OF INFLUENTIAL RELATIONSHIP THAT HASN'T BEEN PAID FOR.
IT'S WHEN INFLUENCERS TALK ABOUT YOUR BRAND NATURALLY
AND ORGANICALLY, BECAUSE YOU'VE EARNED IT.
1. IDENTIFY YOUR INFLUENCERS—THIS INCLUDES THOSE
ALREADY TALKING ABOUT YOUR BRAND AND MICRO-
INFLUENCERS WHO MAY NOT HAVE A LARGE AUDIENCE
BUT HAVE SMALL, ENGAGED FOLLOWINGS.
2. BE ACTIVE AND BE PRESENT—START AND ENGAGE IN
CONVERSATIONS ABOUT YOUR TOPIC OR INDUSTRY
3. CREATE INTERESTING CONTENT-–ATTRACTING ATTENTION
OF INFLUENCERS AND EARNING THEIR ADVOCACY STARTS
WITH PROVIDING CONTENT OF VALUE TO THEM AND
THEIR AUDIENCES
4. OFFER INCENTIVES—PROVIDE SAMPLES TO INFLUENCERS
OR PROVIDE A VIP OR BRANDED EXPERIENCE, SUCH AS
BEHIND-THE-SCENES ACCESS, A GUEST APPEARANCE, OR
PARTNERSHIPS

10. PAID INFLUENCE IS WHEN YOU PAY SOMEONE TO TALK
ABOUT YOUR BRAND OR PRODUCTS. THIS IS THE MOST
COMMON TYPE OF INFLUENCER MARKETING.
1. IDENTIFY YOUR INFLUENCERS—LIKE EARNED
INFLUENCERS, YOU WANT INFLUENTIAL PEOPLE WHO
ARE NATURALLY INCLINED TO DISCUSS YOUR BRAND, SO
THE MESSAGE COMES ACROSS AS AUTHENTIC AND
SINCERE.
2. DEVELOP A STRUCTURED AGREEMENT—THIS CAN BE IN
THE FORM OF DISCOUNTS ON PRODUCTS OR SERVICES,
PRODUCT SAMPLES, ACCESS TO PRE-LAUNCH
EXPERIENCES, PARTNERSHIPS, OR DIRECT PAYMENTS
3. WORK WITH INFLUENCERS TO CREATE ENGAGING AND
INTERESTING CONTENT—WHETHER IT’S BLOG POSTS,
MEDIA APPEARANCES, OR GIVEAWAYS, THINK OF UNIQUE
AND INNOVATIVE WAYS TO PARTNER WITH YOUR
INFLUENCER