Ensuring that influencer marketing delivers value Presentations/13.Nov/5.3N_… · Ensuring that...
Transcript of Ensuring that influencer marketing delivers value Presentations/13.Nov/5.3N_… · Ensuring that...
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Ensuring that influencer marketing delivers valueBrief: “Many publishers still do not know how to secure good collaborations - what pitfalls to avoid - and how the heck to ensure that influencer efforts provide additional value to a branded content/native advertising campaign for their commercial clients.”
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About me
Head of Client Services, Influencer
● Member of the Advertising Standards Authority Industry Advisory Panel● Previously Influencer Manager at Havas, freelance influencer marketing consultant● Find me on Twitter, Instagram, and LinkedIn @NikSpeller
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The purpose of this talkProviding a better understanding of influencer marketing; so you can...
● Secure good influencer collaborations● Ensure influencer marketing delivers a return● Avoid the many pitfalls
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Where did influencer marketing come from?Influencer marketing is the pinnacle of the fragmented media landscape:
● Everyone can be a content creator and content publisher● Everyone can grow an audience and capture their attention● Everyone can be an influencer
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Influencer marketing worksBecause people like people, especially those who deliver a value to their lives.
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Influencer marketing doesn’t workBecause influence isn’t inherent within the influencer.
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How can you make sure influencer marketing works for you?
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Don’t kick influencer marketing in the cornerToo many brands run ‘siloed’ influencer campaigns, rather than integrating them within a wider campaign.
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Remember that audience is everythingThe influencers you work with need to be able to reach the audience you want to influence.
● Age● Location● Gender
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And remember that impact is everything tooThe audience an influencer reaches is crucial, but so to is the impact they have on that audience.
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How to choose an influencer (1)Science
● Audience - who follows them?● Reach - how many of their followers are active?● Impact - how many of their followers are engaged?
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How to choose an influencer (2)Synergy
● The right person for the campaign● The right person for your brand● The safest person for your brand
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How to choose an influencer (3)Style
● The right content for the campaign and the right content for your brand
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How to brief an influencer (1)Influencers know their audience better than you; who they are, what they like, and how to influence them
But, you do know your brand and what you’re looking to achieve.
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Influencer marketing is not media buying: unlike a billboard, brands are not buying a blank space on a media channel.
How to brief an influencer (2)
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Building your own knowledge is keyInfluencer marketing suffers from a distinct lack of data. Brands need to accumulate this data.
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Measuring ROI isn’t easy● You must make full use of all social metrics● Define what ROI means to you● Look for data outside of social networks
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Choosing the right approachLong-term advocacy is the key to successful influencer marketing.
However, the ‘one-shot’ approach shouldn’t be dismissed.
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Combining paid spend and influencer marketingIt’s a useful way of delivering content to a larger, tailored audience.
However, it can be a dangerous excuse for poor campaigns.
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The last word: experiment and don’t be scared (1)Influencer marketing is still new and is still experimental.
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The perfect procedure for influencer marketing● Define your goals: but, make sure they’re many and realistic● Develop a short, medium, and long term strategy for each goal● Understand how consumers interact with online content and with influencers● Identify where your customers are and who they follow● Build a ‘universe’, rank the influencers out there, and scope out their costs● Start to ‘buy’ data through test campaigns● Turn this data into learnings● Always analyse the work that’s gone before
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Questions?
Head of Client Services, Influencer
● Member of the Advertising Standards Authority Industry Advisory Panel● Previously Influencer Manager at Havas, freelance influencer marketing consultant● Find me on Twitter, Instagram, and LinkedIn @NikSpeller