Influencer Marketing Explained

BY:

explained

Influencer? WHAT’S AN

A person who expresses a contextually relevant

opinion that is meaningful enough to elicit

action from others.

followers

influence

1,000,000,000

Do not equal

just because someone has a lot of followers does

not make them an influential person. Engagement

is key to defining influence.

Influence WHAT IS

the practice of identifying and building

relationships with individuals who have influence

over a target audience.

Marketing?

WHY IS AN INFLUENCERSTRATEGY IMPORTANT?

DECLINE OF TRADITIONAL DIGITAL MEDIA

Organic social reachIncreasingly limited

Diminishing trustOf advertising

READY??ARE YOU

OLD WORLD

NEWSKOOL

The evolution of influencer marketing has impacted the entire advertising value chain. Some marketers find it more difficult than others to let go of the OLD world and make

the leap to the new sckool.

As we walk through the following slide, take a gut-check on how each makes you feel.

Are you ready to surrender your brand to the hands of influencers?

Paid mediaOn

Premium websites

PAID MEDIA

$CONTENT PRODUCTION USER GEN CONTENT Audience experience

SponsoredInfluencerContent onSocial media

Expansive, broadHighly produced

Outsourced, cost efficient, tailored

to audience & platform

“Unsafe”For brands

Effective,Desired by user

Drive off page to Destination/

website

Stay in nativeexperience

VS.

Here we will discover your attitude and feelings towards- PAID MEDIA, CONTENT PRODUCTION, USER GENERATED CONTENT & AUDIENCE EXPERIENCE. We will compare these in the OLD WORLD and the NEW SKOOL way of doing things with InfluencerS.

Where do YOU start?This has quickly become BIG BUSINESS! What started out as a very profitable game for dozens,

has quickly, and exponentially become a living and business for millions. Kids aren’t growing up saying they want to be the next Michael Jordan or Taylor Swift…they grow up saying they want to be YouTube famous! The rise of social media has given you, me, and our children the right to

build our media empires- scary!

Because of the huge pool of influencers out there (and this list grows every day), it’s an onerous task to begin your search for influence.

As fast aS the list of influencers are growing, so too are the adtech tool and resources available to find, track and measure the work of influencers.

Principles of influencemarketing

Think beyond the demographic


Mommy bloggers & tech experts is not deep enough. Attention must be paid to their particular

interests, passions and habits.


Ask yourself, what value can my brand bring TO this community? Influencers are influential because they have built an audience. You must help them serve that audience. Then and only then, does your brand win.

What’s yourValue add??


Instead of pushing brand, create experiences for your influencer and their audience so they have

something to react to and share.

Createexperiences


This is a long game. The value of your influencer relationships grow over time. Invest in Earning Trust. Brands do use influencers for stunts, but the impact

on the brand is fleeting and their trust factor amongst consumers...ZERO.

ROME WASN’TBUILT IN A DAY


Every single influencer does things differently. They work differently, they approach their audience and their business differently. Customize your approach

based on the individual. You are dealing with humans, not sophisticated software platforms or mass media

networks. Remember this!

One size does NOTFit all

INFLUENCEREACH,

AND Dolla bills

Remember, “influence” and “reach” inversely affect one another. The greater the reach a person has, generally speaking, the less

influence they have. And then the opposite also holds true….the smaller a person’s reach, the more influential they

seemingly are over those that they are connected to. Let me explain using a real, life example…

REACH

INFLUENCE

Celebrity

Publisher

blogger

Friend/colleague

Partner/spouse

mom/GRANnie

$0

Biebs….HUGE, MASSIVE reach (65MM on Instagram, 79MM followers on Twitter)….little ability to have deep

personal connections that influence. Versus…

Grannie…little/no reach (6 followers on IG…all grandchildren)…HUGE ability to influence. Grannie

posts, you darn better @ reply!

Then the financial part of this equation…celebrities demand BIG bucks for paid endorsements. And the other end of the spectrum, Grannie only wishes to be paid in

visits and hugs.

We advise our clients on finding the area that allows your chosen influencer to provide your brand with added

reach amd the ability to influence their audience. Because of this sliding scale, nearly all brands,

regardless of budget constraints can participate in influencer marketing.

A successfulSteps To BUILD

influencerSTRATEGY

DEFINE

Conceptualize

Discover

MANAGE

TRACK

LEARN

WANNA CHAT INFLUENCER MARKETING? [email protected]

416.599.9900

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