Influencer Marketing for Events
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Transcript of Influencer Marketing for Events
![Page 1: Influencer Marketing for Events](https://reader031.fdocuments.in/reader031/viewer/2022030207/58a954da1a28ab77408b5601/html5/thumbnails/1.jpg)
INFLUENCER MARKETING
GILES HARRISFOUNDER & MANAGING DIRECTORCOME ROUND
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THE STARTING POINTWRITE A STRATEGY | SET YOUR GOALS | SET YOUR BUDGET
• Sales (link-building & affiliate marketing)• Awareness through Reach (high reach – more eyeballs)• Awareness through Engagement (lower reach – more engagement)• Content creation (review generation/pictures/videos)• Feedback (What did you think of the product?) • Brand advocacy (long-term relationships)
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• For existing brand advocates• Add contacts manually• Keep track of influencers• Can be used for outreach
IDENTIFY YOUR INFLUENCERS USING NIMBLE
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IDENTIFY YOUR INFLUENCERS USING COOSTO
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IDENTIFY YOUR INFLUENCERSTHE PAGE AUTHORITY CHECK (USING MOZRANK) – AIM FOR 30+
THE ENGAGEMENT CHECK (LAST 3 POSTS)
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ACTIVATE YOUR INFLUENCERSALWAYS USE E-MAIL
ENGAGE | EQUIP | EMPOWER
ENGAGE Mix business with pleasure. The #1 motivation for influencers is money. Have a budget available. Make sure you get to ‘’know’’ the influencer – read through their blog, look at their content. A personal touch goes a long way.
EQUIPInfluencers can create content out of nothing – but you need to do better. Provide these influencers with something unique – something exclusive. An experience they (as consumers) would love to be part of.
EMPOWERLeave your guidelines at home – there is a reason these influencers have generated a following in the first place; let them create the content the best way they think it will resonate with their following.
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ACTIVATE YOUR INFLUENCERS
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#PANASONICSLOWJUICER
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#MACARONMANICURE
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#ATOMIST (MORPHY RICHARDS)
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START MEASURING• Sales (link-building & affiliate marketing). How many clicks & purchases were made
through the URL provided to the influencer? Use Google Analytics for this – or even bit.ly (less accurate – but easy to set up)
• Awareness through Reach (high reach – more eyeballs). How many opportunities to see has the campaign hashtag generated? Benchmark against expected values
• Awareness through Engagement (lower reach – more engagement). What are the average engagement figures? (likes + comments) / total following = engagement rate. Average should exceed benchmark
• Storytelling (content creation). Quality of content created (can this be re-purposed?) as well as the above metrics
• Feedback (What did you think of the product?). Always provide influencers with a feedback form – ask them about the product so you can get an honest opinion
• Brand advocacy (long term relationships). Within the feedback form – questions such as ‘likelihood to recommend’ and ‘likelihood to purchase’ should be incorporated.
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MEASURING MORPHY RICHARDS #ATOMIST CAMPAIGN
• Net Promoter Score shift of 32+ percentage points (pre vs post campaign)
• 141 Atomist reviews on Morphy Richards website & Amazon
• 222,899 indirect offline conversations & recommendations
• 1.2 + Million online hashtag impressions across social media
• Average engagement rate of 5.8% • 361 pieces of UGC created• 62% of guests have indicated a high likelihood to
purchase the product
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