Influencer Marketing 101

© connector.ie 2017

INFLUENCER

MARKETING

101

#IGERSDUBLINFEST

#CONNECTORTALKS

All you need to know

© connector.ie 2017 © connector.ie 2017

2

IVAN ADRIELHEAD OF DIGITAL

Ivan Adriel is a digital strategist at Connector. He has developed

multi-faceted strategies as well as writing, designing and

researching for global brands like HBO, MTV, Citibank, Allianz,

Sony, Telefonica, Huawei, 3M and Uniphar while working

throughout South America and Europe.

Ivan guest wrote a chapter in a book called Understanding Social

Media - a book published by Kogan Page in the UK. Ivan has also

studied Innovation Strategy at Harvard University, Data Analysis at

General Assembly and Leadership at Hyper Island.

Ivan Adriel has been

working in the advertising

and innovation industry

since he was 14 years old.

© connector.ie 2017 © connector.ie 2017

3

MEI LING TONGDIGITAL ACCOUNT

EXECUTIVE

Mei Ling is currently studying Marketing in DIT and

was hired after a successful placement with

Connector. Award winning Fashion and Beauty

blogger, Mei Ling helps to strategize and to coordinate

all our influencer campaigns, contributing with a

singular view of the two sides of the process.

Self-taught at many skills from design to community

management, Mei Ling helps with projects bringing a

360 view of all things digital from her hands on

experience - aggregating value and finding solutions.


WTF IS INFLUENCER

MARKETING?

Influencer Marketing is the process of

identifying, researching, engaging and

supporting the people who create the

conversations impacting your brand, products

or services.


WHY DOES

IT MATTER? We trust friends, colleagues and

experts more than advertising


WHY IS IT

GROWING?

1Ad

avoidance

3Influencers are ke

y sources of

content

4It’s getting easier

to connect

with influencers

2Increased Social

Ad Spend

39%USING

ADBLOCK

0.06%CTR

WORLD

€50.8M in 2016

H1 over

2015 H1

130%

SOCIAL

MEDIA DISPLAY

€20.8M in 2016

H1 over 2015 H1

89%

SPEND ON

DIGITAL VIDEO


BLOGGERSOR

INFLUENCERS?


AM I AN

INFLUENCER?

Audience Filters Trendsetters


THE MANY FACES

OF INFLUENCE


COLLABORATIONS

HOW TO APPROACH

BRANDS

• Introduce yourself, the work you do

and your audience.

• Be clear about what you’re looking

for.

• Let them know what you’re willing to

provide – social posts, blogposts

etc.

• Follow up!!


COLLABORATIONS

• We don’t always fall under one

archetype, in fact, you can be many,

depending on the brand, market or

product.

• A few key factors to think about

when collaborating; the brand, your

archetype, the content.

• How can you co-create and

collaborate?

• Push for a long term relationship.


CONTENT

MARKETING

INFLUENCE

R

STRATEGY

Brand messages that are dispersed in content that is

interesting, relevant and trusted.

CONFLUENCE


CO-CREATE CONTENT

It’s not all about blog posts or

sponsored Instagram posts!

• Written Content – Advice pieces,

reviews, Q&As, guest posts

• Video Content – Interviews,

product reviews

• Visual Content – Images for

your own or their channels,

Instagram takeovers

• Appearances – Photography at

an event, ask the expert panel


■ What kind of content?

Direct Upload

Product Placement

Direct Link

Feed Promotion

■ What month of the year?

■ Potential Reach?

■ What is your average engagement rate?

■ Is this post part of a package or a single

engagement?

HOW MUCH IS MY PERSONAL

BRAND

WORTH? One price does not fit all


BLUEBOOKsocialbluebook.com


KEY METRICS FOR BLOGGERS

AND BRANDSFocus on engagement metrics,

NOT total audience

Audience

demographics

Views and/or

impressions

Clickthroughs Number of

interactions


TIPminter.io


QUALITATIVE RESULTS■ Are the comments positive or negative?

■ Does the sentiment show purchase

intent?

■ Did the influencer’s messages align with

what the brand wanted?


TOP TIPS?

Stay true to your

Audience

Relevant

Content

Be transparent

Grammar


THANK YOU!


Connector.ie

@connector

18 Eustace Street, Temple Bar, Dublin 2

[email protected]

+353 1 906 0006

Influencer Marketing 101

Marketing

Transcript of Influencer Marketing 101