This document discusses the rise of influencer marketing and how brands can leverage influencers effectively. It notes that influencer marketing can be both earned and paid, with influencers sourced for their authentic relationships and reach with target audiences. The key is selecting influencers that are relevant and will resonate with audiences based on brand attributes. The process involves developing strategies and co-creating content with influencers, then amplifying through paid, earned, and owned channels. When done right, influencer marketing can deliver greater ROI, sales, and customer retention than traditional paid advertising alone.

1. The Rise of
Influencer Marketing
& How Brands
Can Keep Up
Presented by Edelman

2. Robb Hittner
SVP, Head of
Specialty Groups
Edelman Los Angeles
Charlotte Runco
Vice President,
Digital Marketing
Edelman Los Angeles

3. The Edelman
Influencer Network
We are a global team of influencer experts
focused on co-creating compelling experiences
that incite action and deliver value

4. We maintain thousands of
authentic relationships, globally

5. Why influencers?
Brands win if they
encourage peer
conversations
64% trust a brand
more if it encourages me
and other customers
to review its products and
services1
Relatable influencers
inspire trust
63% rate “a person like
yourself” as a credible
or extremely credible
spokesperson2
Influencers inspire
purchase decisions
at the moment of
truth
84% of consumers take
action based on the
reviews and
recommendations of
trusted sources...above all
other forms of advertising3
1. 2015 Edelman Earned Brand
2. 2016 Edelman Trust Barometer
3. Nielsen

6. Authenticity above all else
How we do it
By forming lasting
relationships between our
clients and the influencers who
engage their consumers &
stakeholders, we build trust and
deliver co-created experiences
and contagious content
Results we deliver
Authentic, measureable
experiences that align against
brand objectives to drive
brand impact

7. Power of earned & paid
Influencers are sourced
for authentic distribution,
similar to earned
Influencers are compensated
based on reach and KPIs,
similar to paid media
Earned
Media
Paid
Media
INFLUENCER
MARKETING

8. An evolving landscape

9. The landscape keeps shifting
Celebrities Influencers Hybrids

10. Channels have multiplied

11. The opportunity and the challenge
BARILLA
Made consumers passionate for pasta
using a well known YouTube influencer
PAYPAL
Global influencers helped Paypal
go from faceless to friendly

12. When done right: brands stand to benefit
Tomoson McKinsey McKinsey
>5XMORE IN ROI
2XPAID SALES
37%HIGHER RETENTION
RATE OVER PAID
ADVERTISING

13. A tailored approach is critical to success
CULTURAL
INFLUENCERS
MEDIA
INFLUENCERS
REPUTATIONAL
INFLUENCERS
Celebrities
Highly influential consumers
Social media stars
WHO THEY ARE
Journalists
Bloggers
Authoritative issue experts
Elected officials
Thought leaders
OBJECTIVE BRAND AFFINITY BRAND REPUTATION

14. Four important criteria for
selecting influencers
1
REACH
Do they reach the
target audience?
2
RELEVANCE
Does their content
tap into key brand
attributes/product
functionalities
3
RESONANCE
Will the brand’s value
proposition resonate
with this audience?
4
RELATIONSHIP
Matching the workflows
is vital

15. The process
to get
impactful
content
STRATEGY CO-CREATION
AMPLIFICATION
(PAID, EARNED
& OWNED)
I N T E G R AT E D
I N F L U E N C E R
M A R K E T I N G
O P T I M I Z AT I O N + R E L AT I O N S H I P M A N A G E M E N T

16. Map to effective influencer programming
BRAND
STORY
CAMPAIGN
GOALS
Develop a
call to action
AUDIENCE
INSIGHTS
CREATIVE
COLLABORATION
Co-create content with
influencer
Select the right
Influencers for
your brand
Amplify through
paid and earned
strategy
Real-time
performance
analytics &
optimization

17. Thank You!