This document discusses how to effectively work with influencers for marketing campaigns. It identifies different types of influencers and directories to find them. Key aspects of influencer marketing covered include choosing influencers based on goals like reach, engagement or credibility. The document also provides lessons on evaluating influencers and outlines how to structure legal agreements, measure success of campaigns, and gives examples of successful influencer campaigns from American Eagle and Harry's shave products.

1. The Stand Out
Effect of
Working Well
with Influencers
Presented by @JamieSimoni from @AEO

2. Do you need to work with
influencers?

4. Why?
• Credibility
• Reach
• Content
• Engagement
• Influence Purchase

5. Identifying Influencers
• Agencies
o Niche
o Socialyte
o Collective Digital
Studio
• Searching
o Google
o Brand Mentions on Social
Media
o Users tagging you on Social
Media or using your
branded #
• Directories/Services
o Fohr Card
o CrowdTap
o PopularPays
• Brand Advocates
o Power Reviewers
o Best Customers
o Loyal fans and followers

6. Searching:#AEOSTYLE
Ambassadors

8. Directory: Racquel
Natasha

9. Choose Influencers Based
on Your Goals
• Engagement – make sure their audience is highly
engaged with their content
• Reach – choose someone with a large following
• Content – work with someone that creates great
pieces of content that your audience will love
• Credibility – choose someone viewed as a
tastemaker or expert in your industry

10. Lessons Learned from
Identifying Influencers
• Make sure you do a deep dive into the quality and
consistency of their content
• Look at the content of their social posts – make sure
nothing is controversial
• Quantity (followers) doesn’t always trump quality
(content)
• Evaluate their metrics – following, engagement, etc.

11. How to Build an
Influencer Campaign
• Benefits to the influencer should reflect your
strategy
o Short term engagement with free product
o Build a long term relationship making them a true partner for your brand
• Outline EVERYTHING in a legal agreement
o Dates relationship is active
o Number of social posts and on which platforms
o Dates of the social posts
o Usage rights for other marketing (email, in store, website, advertising, etc)
o Content delivery timelines
o FTC Disclosures
o Payment and terms of payment

12. How to Measure Success
• Engagement
o Likes, Comments, Shares
• Video views
o Video Completions, Plays, View counts, Vine Loops
• Traffic to your website
o Direct traffic from links used in posts, Referral traffic
• Sales increase of products featured
o Uptick in products featured, Did anything sell out?

13. American Beagle
Outfitters

16. Other Influencers Joined
in the Fun

19. Why Was ABO
Successful?
• Reach
o Over 32 Million
• Engagement
o 101K likes and 30K Revines on Brittany Furlan’s
Vine
• Video Views
o Brittany Furlan’s Vine had over 3.8M loops

20. No budget? No Problem!

21. Harry’s

22. University of Arizona

23. Test a Campaign!
• Find a few influencers that will work for your brand
• Set tangible goals
• Evaluate how the campaign performed and use
those learnings to do another campaign
Test and Learn!