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Uploaded bySeán Earley
#SMBelfast
This document discusses how brands and influencers can work together effectively. It defines what an influencer is and explains that influence is relative based on the number of followers and relevance. Brands work with influencers for earned, owned and paid media opportunities like social media engagements, brand ambassadorships, and content partnerships. Influencers want exclusive access, free products, money, and experiences in exchange. It's important for transparency, honesty and compliance with guidelines. The document provides examples of good partnership approaches and warns against issues like lack of disclosure and damaged credibility.
#SMBelfast
- 1. Influencer Broadcast: How brands andinfluencers can work together
- 2. About Me • Creative DirectorNew/Slang • 4 years working in agencies • Course Consultant for Digital Marketing Institute • Member of IAB Social Media Council Say hello @seanearley / @newslangIE
- 3. About New/Slang • Only twoyears old • Won 11 Industry Awards since October 2014 • Clients such as Lidl, HB, Lyons • Team of 12 Say howiya @NewSlangIE
- 4. What is aninfluencer?
- 5. Why do brands workwith influencers?
- 6. Why do brands workwith influencers?
- 7. Why do brands workwith influencers?
- 8. What is aninfluencer? • 22m Instagram Followers • €30,000 per post • 1% relevance • 20,000 Twitter Followers • €200 per post • 100% relevance Influence is RELATIVE
- 9. Why do brands workwith influencers?
- 10. Why do brands workwith influencers?
- 11. Why do brands workwith influencers?
- 12. Why do brands workwith influencers?
- 13. Why do brands workwith influencers?
- 14. How do weidentify influencers?
- 15. What do brandswant? Earned OwnedPaid Brand Social media engagements, recommendations, reviews, blogposts Social media take overs, brand ambassadorships Content creation partnerships, attendance at events
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- 17. What do influencers want? Wellit’s not all about the money… Exclusive Access Free Product Money Can’t Buy Experiences VIP
- 18. Transparency Declare using #Ad or#Spos Be truthful in your content Provide honest statistics Consult the PRII, ASA and the ASAI Guidelines
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- 21. Influencer Broadcast: How agencies andinfluencer can work together
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- 25. Bad Examples -Declaration Creativity
- 26. Bad Examples -Credibility Creativity
- 27. Final thought Creativity 90% Marketing budgeton influencers 150m views = 40m downloads 21% Growth Year on Year
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