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INFLUENCER MARKETING: THE NEW ENDORSEMENT
Overview
● ABOUT ME● WHAT IS INFLUENCER MARKETING● WHO ARE THEY● WHY USE INFLUENCERS● HOW TO USE THEM FOR YOUR BUSINESS● TYPES OF INFLUENCERS● HOW TO FIND THEM● CHOOSING THE RIGHT ONES● PLANNING YOUR INFLUENCER CAMPAIGN
About Me - Ashley Konz
● Social Media Strategist at Hubbard Interactive (part of Hubbard Broadcasting)
● Graduate of Saint Cloud State University● Industries of my clients: Food and beverage brands,
bridal boutiques, jewelry stores, and more!● Favorite Platform: Instagram● Loves trying new foods and is obsessed with dogsConnect with me:
www.linkedin.com/ashley-konz
@ashkonz
Ashley Konz
What IsInfluencer Marketing?
What is Influencer Marketing?
Influencer marketing is one of the hottest marketing tactics to date for getting a brand in front of a large
yet targeted audience.
What is Influencer Marketing?
Influencer marketing is all about working with influential people to help promote your brand’s products and services to engaged
audiences through digital marketing(Instagram, Twitter, Facebook, personal blog, etc.)
Influencer Marketing
Consider each of the phrases,
“I’m the greatest.”
“You should meet my friend, they’re the greatest.”
Which do you trust more?
Influencer Marketing
Who Are Influencers?
Who Are Influencers?- Content Creators and Distributors
Can be average people who have a large and engaged audience on social media. (many are bloggers as well)
Who Are Influencers?
Bloggers are used since they are seen has having authentic and loyal followers.
What is a blogger?A blogger is a person who regularly writes material for their personal website or web page that can include individual opinions, links to other websites, etc. on a regular basis.
Who Are Influencers?
Celebrities, Athletes, Public Figures, etc. are used as influencers since they are highly visible and respected
Why UseInfluencers?
Why Use Influencer Marketing?
● People trust other people, not brands
● People follow influencers who fit their style and interest them
● Word-of-mouth recommendations from people they trust and aspire to be
● It’s trackable, it’s natural and it helps SEO
● It can help businesses get more conversions, brand awareness, and sales
Why Use Influencer Marketing?
● It’s authentic
● Reach consumers in the places they choose to pay attention to
● 74% of people turn to social networks for guidance on purchase decisions (Oglivy Cannes, 2014)
● To establish a relationship with influencers- use them again in the future
What You Get From Influencers- Authentic & Relevant Content
● Influencers work with brands that will fit wellwith their personal brand
● Compelling and user generated content
● Influencers know their followers and what they want to see
● Give influencers creative freedom when it comes to creating content
How To UseInfluencersFor Your Business
Determine what type of campaign you’re looking to do with influencers.
How To Use Them For Your Business
Conversions● Event Sign Up● Fans to Customers
Grow Followers● Giveaways
PR• New Product Launch Announcement• Product/Service Review
Brand Awareness• Giveaways• Promote Products/Services• Brand Ambassadors
Sales• Promotion Code
How To Use Them For Your BusinessCampaign: PR- New Product Launch
Goal: Promote launch of new product to generate excitement to a targeted audience (ideal customers).
Objective: Have influencers try product/or experience first before it’s available to the market to build up curiosity and excitement about it.
How To Use Them For Your Business
Campaign: Brand Awareness & Brand Ambassadors
Goal: Build & maintain long term relationship with brand. Activate existing fans.
Objective: Influencers are the expertsthat relate to the brand, its product,and services.
(Giveaways, Event Sign Ups, Promo Codes)
How To Use Them For Your Business
Campaign: Sales and Conversions
Goal: Turn fans into customers and increase product sales
Objective: Influencers promote their unique promo codes and swipe up features for Instagram and Snapchat to their followers to use to get a special discount. (trackable)
On Social Media: Where Is Your Audience?
● Facebook over 1.95 BILLION - more than half use it DAILY
● YouTube over 1 billion users (4 billion views per day)
● Instagram has 800M monthly active users, with over 500M of them visiting Instagram every single day
● Twitter over 500 million users
● Pinterest over 100 million users
● Snapchat over 100 million users
How To Use Them For Your Business
Blog Post Instagram Post
How To Use Them For Your Business
Video Snapchat
Types OfInfluencers
Types of Influencers
FASHION@jseverydayfashion
BEAUTY@desiperkins
FOOD@ldncheapeats
TRAVEL@expertvagabond
LIFESTYLE@livingwithlandyn
FITNESS@rrayyme
DIY@ispydiy
TECH@dailytekk
Micro Influencers: 10,000 - 100,000 Followers
Micro-influencers are not traditional celebrities, but rather individuals who work in their category or are truly knowledgeable, passionate and authentic and are seen as a trusted source when it comes to recommendations for what to buy.
Macro Influencers: 100,000+ Followers
Macro influencers are social media influencers with the largest followings on major social networks such as YouTube, Instagram, Facebook, and in some cases, individual blogs.
How To FindInfluencers
How To Find ThemThe Fan: These are micro-influencers who are already fans of/customers/interested in your brand.
Example: if you’re a restaurant or food brand, you might want to check out your followers with “food” or ”foodie” in their username
Find who your competitors have worked with
Often the easiest place to start when looking
How To Find ThemThe Niche Influencer: Searching relevant hashtags to your industry on Instagram to find people who are already interested in products/services similar to what you offer.
How To Find ThemThe Local Blogger: Do a Google search with the location name after “Bloggers” will help you find resources and articles listing potential bloggers you can work with. Then search for their social media profiles.
“ Bloggers in __(location)__”
How To Find ThemSearch Through Social Media: Monitor accounts of brands, groups or causes you know your audience loves
ChoosingThe Right Influencers
Identifying Influencers Who Fit With Your Brand
Always keep your brand top of mind
Influencers helping your brand should fit right in
Consider their demographic, style, and interests -to determine if that influencer truly resonates with your brand
Find an influencer who has the audience you wantto reach
Pay attention to who is following that influencer
@atlasandmason
Engagement vs. Followers
The value of influencers isn’t their follower count. It’s their ability to capture the attention
of their audience, no matter what size it is.
Influence is not about retweets or shares.It’s about conversions
Quality of followers
Choosing the Influencer First Identify..- Who are you trying to influence (Category)- What is your audience interested in?- Demographics of your audience- Social Media platforms they are on- Who do your customers and prospects trust
@bookofeats @bakersroyale_naomi @phatphood
Choosing the Influencer- What to look for
➔ Lists contact information➔ Link of credibility➔ Lists industry of influence➔ Lists location➔ Large local followers➔Quality photos and posts➔ Lists branded #hashtags
Calculate the Engagement Rate of Influencer Posts
751 engagements / 14,000 followers x 100 = 5.36% Engagement Rate
Planning Your Influencer Marketing Campaign
Best Practices When Planning Your Influencer Campaign➔ Send them a Direct Message or email
➔ Ask for their Media Kit (like a menu of stats and options)
➔ Negotiate the terms of the partnership
➔ Determine the payment- In product, an experience, in money
➔ Timing Your Campaign- Season, length of campaign, inventory available
➔ Come up with a way to track the partnership.- Promo Codes, #Hashtags, Google Analytics- Adding a trackable link is key to identify leads, sale, etc. (Google URL Shortener, Bitly)
Media Kits
Media Kits
Media Kits
Follow the FTC’s Guidelines
Abide by the FTC’s (Federal Trade Commission) Guidelines:● Don’t be deceptive! Disclose the partnership in
each paid post
● Brand sponsorship needs to be clearly indicated (*within the first 3 lines*)
- Safe to use: #ad #sponsored #PaidAd- Not Safe to use: #partner #sp or no
disclosure at all
● As long as influencers disclose content that is affected by their relationship with a brand, everyone wins
Any Questions?
THANK YOUwww.hubbardinteractive.com
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