Ted Rooke's TBEX Presentation on What Media Buyers are Looking for When Developing and Implementing Influencer Marketing Campaigns. Lessons learned from a Media Buyer.

1. Lessons Learned From a Media Buyer:
The Pitfalls of Managing an Influencer Campaign
& How Influencers Can Change the Dialogue

2. Who is This Guy & Why is He Talking?
25 year digital media veteran
Clients big and small
Travel & Tourism experience
Adventurous Media Strategist
I like the beach, cold beer and college football

3. Getting Started with Influencers

4. Influencers: Is it Public Relations
or Paid Media?

5. Why’d We Do it?

6. Adventures in Influencer Marketing
AKA – Unforeseen Pitfalls on the Path to Success

7. Pitfall #1
When Brand Guidelines Go Astray
• Our very first influencer
campaign
• Respected Travel Brands (Both
Client and Publisher)
• Digital Travel Guide Creation
• Is it “On Brand”? Whose Brand?
• Who Controls the Content?
Lesson Learned: Have clearly
defined expectations of content,
style and brand involvement. Allow
for client input throughout creation
process

8. • We invited Bloggers!
• Curated Content for brand and
on publisher site
• Negotiated the number of
articles and videos and posts.
• Defined “expected views”
based on past website volume
and expected promotional
support
• Delivered less than 20% of
expected viewership
Lesson Learned: Negotiate
guaranteed pageviews in addition
to the number of “pieces created”
Pitfall #2
Failure to Deliver Readers & Viewers

9. • This one about killed us!
• 12 videos in 2 days in 7 cities
• Shoot locations set by client and
communicated to industry
partners
• The angry phone call no agency
wants!
• Permits for what?
• Remember – we are the media
department, we’ve never
handled a shoot before!
Lesson Learned: Establish
responsibility for permitting well in
advance. Get Permits before travel
Pitfall #3
Production Responsibilities Wreak Havok

10. • Invitation-Only Event
• All Travel Expenses Paid
• Cross-Section of Content
Creators
• Statewide Initiative
• A very worried client, and even
more worried Influencer
Lesson Learned: Clearly define the
role of the client during visitation
Pitfall #4
To Host or Not to Host

11. Pitfall #5
If You Build It, Will They Come?
• Accountable Results
• Competing with Paid Ad Efforts
• New tracking tracks visitation
• Get onboard, or get left out
Include measurable tracking
capacity in all influencer endeavors
to compare responsiveness versus
other media