Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

DESIGNING AN EFFECTIVE

INFLUENCER PROGRAMME

2

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

WHO IS THIS GUY

3

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

A FEW STATS

In 2017…

• 92 percent say they trust recommendations from people they know

• 47 percent of online consumers use ad blockers

• 84 percent of marketers are expected to take on influencer marketing in the next 12 months

• Average spend per programme: $50,000 to $100,000

4

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

inThe capacity or power of persons or things to produce effects on the actions, 

behaviour, opinions, etc., of others

A DEFINITION OF INFLUENCE

1920s. Santa Claus: the ultimate Christmas influencer

6

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

AND IN THE DIGITAL AGE?

Influencers are anyone who can affect the sales cycle

They might not be the actual purchase decision maker. Target buyers are in your influencer market,

but you have to know whom they are looking to as influencers as well

7

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

AFFECT HOW?

Influencer

Brand awarenes

s

Lead generatio

n

Lead nurturing

Conversion

8

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

WHAT IS THE BENEFIT OF WORKING WITH INFLUENCERS?

• Existing audience• Authentic tone• Engaged community• Your potential clients read and listen

9

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

That’s all very well, but I sell *insert arcane B2B product/service*, so how do I find influencers and get them

interested?

10

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

IF YOU HAVE CLIENTS, YOU HAVE A MARKET. IF YOU HAVE A MARKET, YOU HAVE INFLUENCERS. IT’S ALL ABOUT FINDING THEM. BUT HOW?

11

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

MANUALLY

• Prepare a list of relevant keywords for your industry

• Example shown: ‘gas turbine’

• Search • LinkedIn Profiles• LinkedIn Groups• Twitter accounts• Instagram

accounts (for certain industries like design)

12

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

USING TECHNOLOGY

13

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

OR BRIEF YOUR INFLUENCER AGENCY!

14

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

DON’TS• Confuse an influencer with a billboard

• Be slow to react and inconsistent

• Force a “salsey” tone upon your partner influencer

• Curb the influencer’s creativity

• Overpay for an influencer collaboration (e.g. $230,000 for a tweet by Kim Kardashian!)

INFLUENCER MARKETING: A CAUTIONARY TALE

DO’S

• Know your influencer’s work and demographic

• Approach the relationship with professionalism

• Ensure the influencer’s tone and your brand’s are aligned

• Co-create the piece of content with the influencer

• Set an objective with a metric and monetary value

15

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

HOW TO DEVELOP A RELATIONSHIP WITH INFLUENCERS?

16

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

BUILD YOUR ONLINE SOCIAL CREDIBILITY

• Define an editorial guideline

• Optimise your social media profiles (branding, SEO)

• Post regularly• Twitter: 1 tweet a day • LinkedIn: 1 post / week + 1 Pulse

/month

• How to find the time: • Set a social media reminder (15

mins a day)• Use an intern

17

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

DESIGN AN INFLUENCER PROGRAMME: THE INFLUENCER BINGO

YouTube Instagram Twitter LinkedIn

No offer 0-4,999 0-9,999 0-19,999 0-999

10% discount for your community

5,000-19,999 10,000-19,999 20,000-99,999 1,000-1,999

20% discount 20,000-29,999 20,000-49,999 100,000-499,999

2,000-4,999

1 month free 30,000-99,999 50,000-199,000

500,000-699,999

5,000-9,999

Free premium product

100,000-199,999

200,000-299,000

700,000-999,999

10,000-49,999

Special program to be discussed

+200,000 +300,000 +1M +50,000

18

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

SAMPLE INMAIL

*Informal**Short (to be read on mobile)*

*Customised*

ENGAGEMENT TEMPLATES

SAMPLE TWEET

.Username + reference + valuable content + CTA (optional)

19

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

HOW TO DETERMINE ROI

STEP ONE: CHOOSE A GOAL New followers Clicks on link in update Online purchases Filled out contact form Signups for newsletter Downloads of .PDF file Time spent on important webpage Social interaction (share/like/follow) View of video

20

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

HOW TO DETERMINE ROI

STEP TWO: TRACK YOUR GOALChoose one or more goals, and start tracking:• Website actions (sales, downloads, signups) in Google Analytics • Social media interactions (shares, likes, follows) in SocialBakers, or just ask the influencer for the data.

21

Mar

ketin

g Le

ader

s

Elio

tt M

aide

nber

g - J

in

STEP THREE: ASSIGN A MONETARY VALUE

What conclusions can you draw from the example above?• Doing a LinkedIn advert to generate traffic is not worthwhile because the cost per click is double the value of the visit on your website ($2 vs.

$1)

• For an influencer marketing campaign to break even, the influencer fee should be $1 = 1 visit max.

• You should set the goal which usually performs the best, e.g. if leads who download your white paper tend to make a purchase, them the white paper should be the topic of the influencer piece

Lifetime client value

• How much do you earn on average from a customer?

• Ex. $ 10,000

Lifetime value multiplied by conversion rate

• How much is each potential visit worth to you?

• If 1/10,000 convert, then each visit is worth $1

PPC cost

• How much would you end up paying if you were to use ads to achieve the same social media actions?

• Benchmark*:• Facebook click: $0.50• Promoted tweet – $3.50 per thousand impressions• LinkedIn – $2.00 per click

Contact us

uk.jin.sc

contact@jin.sc

@jin_live

020 3637 4273 1 Primrose St

Jin