Influencer Marketing Study Guide PDF

PRELIMS 6. OUTSOURCE YOUR INFLUENCER MARKETING TO MARKETING FIRM 7. MEASURE THE RIGHT STUFF CHAPTER 1...

PRELIMS 6. OUTSOURCE YOUR INFLUENCER MARKETING TO MARKETING FIRM 7. MEASURE THE RIGHT STUFF CHAPTER 1 1. IF YOU’RE AN ESTABLISHED CONSUMER BRAND Defining Influencer Marketing  Start with your overall marketing plan: What are your goals? Your key messages? Influencer marketing is the art and science of engaging people who are influential online Your key milestones? to share brand messaging with their audiences in the form of sponsored content.  Influencers should amplify your efforts, not compete with them! Identifying the Primary Influencer Platforms AVOIDING COMMON MISTAKES  THE MOST ESTABLISHED: Programs on these platforms are replicable and scalable based  Don’t under-budget! on years of data and case studies.  Don’t try to control everything.  THE MOST MARKETING FRIENDLY: Marketers know they can expect good results from  Treat your influencers like individuals. programs on these platforms. The Snapchats of the world are fun, but they haven’t yet proven to yield demonstrable results for most businesses. FINDING AN APPROACH THAT WORKS FOR YOU 6 PLATFORM, CAN MANAGE INFLUENCER  Don’t limit your perception of influencer marketing to “something someone else creates over there.” 1.Blog- first form of user-generated content that attracted advertisers. 2.IG - fun and easy to use, and though marketers were once hesitant to believe that fleeting 2. IF YOU’RE A SMALL TO MIDSIZE CONSUMER BRAND photos on Instagram could  focus on depth of relationships. In other words, do more with less.  If you can’t pay them in cash, “pay” them with valuable products, insider information, 3. Twitter -changed the news cycle, and the way social media-savvy users consume new and attention. 4.FB- changes its algorithms, policies, and ad serving regularly  Treat them as extensions of your workforce. 5.Pinterest - has established itself as an absolute must for any product based brand. AVOIDING COMMON MISTAKES 6. Video- holy grail of social media influencers.  Don’t underestimate the cost of running influencer marketing programs.  Ensure that influencer marketing is only a portion of your marketing budget FINDING AN APPROACH THAT WORKS FOR YOU  Don’t focus too narrowly on YouTube stars. There is video talent everywhere!  Keep your eyes open for new talent. When a video talent is discovered by the masses,  Keep your goals realistic, measurable, and short term. she’s less likely to work one-on-one with brands or marketers.  Nurture the relationships you develop with your influencers.  Allow influencers great creative freedom. Building up a video audience isn’t easy to do,  Reuse the content that your influencers create and the influencer knows her audience best. 3. IF YOU’RE A STARTUP BRAND AVOIDING COMMON MISTAKES 1. START WITH WOMEN  Women use every social media platform  Assuming influencer marketing is quick or cheap. 2. FIND PEOPLE WHO CREATE GREAT CONTENT  Trying influencer marketing if your product is an app 3. PERFECT YOUR PICKUP FINDING AN APPROACH THAT WORKS FOR YOU 4. SIGN A CONTRACT 5..PAY INFLUENCERS FOR THEIR TIME AND EFFORT  If your limited in resources and budget, be deliberate in how to leverage influencers. CHAPTER 2  A brand can work with influencers to build awareness for the brand, get people excited about their product. Marketing and Public Relations Main Goal : “Let’s get people talking about us!” CHAPTER 3 PR firms have been active since at least 1900. Difference from Advertising:  Advertising: Paid promotion. SOCIAL MEDIA is the content that is being served up on various social channels.  Publicity: Earned through editorial features and mentions SOCIAL TRENDS are how that content is being served up and how people are interacting with that content. So, when we refer to women ruling social trends, we’re saying that women are Beginning of Influencer Marketing dominating on three of the biggest TRENDS IN SOCIAL: mobile, brand interaction, and visual media. Influencer Marketing - is the art and science of engaging people who are influential online to share brand messaging with their audiences in the form of sponsored content. CHAPTER 4 1. The art and science of engaging people- What makes influencer marketing so special is that it’s about engaging real people When you’ve decided that you’re ready to work with social media influencers, you may spend 2. who are influential online -Just who, exactly, is influential online? Who is a “social media quite a bit of time finding the right influencers for you. Don’t let it all fall apart by screwing up influencer”? your communication 3. to share brand messaging with their audiences in the form of sponsored content” For example, a brand may: Offer a downloadable coupon and ask influencers to share that Making your communication personal coupon with their audience The number-one mistake marketers make is sending the same generic email to every influencer. According to iBlog Magazine’s 2015 Women’s Blogging Industry and Business Report, bloggers said that more than 74 percent of the pitches they receive don’t fit their blog’s style, theme, 1. Influencer marketing is not a commercial tone, or business 2. Influencer marketing is not pay-for-play To make your outreach personal, follow these tips  Platform explosion 1. Remember that most influencers take their work personally. They consider their  Technology advances relationships with their readers personal as well.  Budget growth  Success 2. Do not address your email to “blogger” or “writer of such-and-such blog”. Find the name of the person behind the account, or at least how he refers to himself  PAID MEDIA  Media you pay for, use many model, covers traditional advertising 3. Avoid marketing-speak. You’re reaching out to a person, not a corporation. Approach your When brands assume that influencer marketing must be paid media. target with respect and professionalism, but also a human being.  OWNED MEDIA – Media completely owned by a brand or advertiser. 4. Don't forget that you’re asking them to do something for you, not the other way around.  EARNED MEDIA - Brand mentions created by consumers themselves, Even if your product is the best, even if you’re only contacting the very top of the top-tier Outside of the control of the brand. influencers, even if you're planning to pay them well, never lose sight of the fact that you are the one asking for their help.  Influencer marketing is all about human interaction.  CHAPTER 5 (OUT SOURCNG INFLUENCE MARKETING) Don’ts - Hiring someone else to handle your brands promotions through several influencecrs. 1. Don't make false claims about your brand or company. Agency 2. Don’t make the message or request confusing. To make the process easier, it's important to first understand your budget and goals, similar to 3. Don’t expect your product, message, or social media campaign to go viral other forms of outsourcing 4. Don’t expect the influencer to create an ad. 5. Don’t ask your influencers to jump through hoops. - Who you want toreach - Where and how they already interact on social media channels, Do’s - Whattype of message you want to share and have the influencers share in turn. 1. Do explain why your company, brand, or product is worthy of being promoted. 2. Do keep your message clear and simple 3. Do be realistic in what results you can expect from your influencer. Choosing the right type of agency often requires a combination of both self-service and full- 4. Do provide clear editorial guidelines and standards (things the influencers should or service options. should not do) and let them tell your story their way. 5. Do be considerate of your influencers. -Off Events versus Continuity Campaigns As part of a broad marketing plan, influencer marketing activations can be a powerful tactic to get a spike in awareness or generate buzz around a specific event or launch. Game: Creating an Influencer Contract Influencer marketing can be a powerful ongoing tool to engage with your customers over the  To ensure a successful influencer marketing program is to establish a contract with your lifecycle of a product, supporting market research and customer service, as well as contributing influencers. This should be a simple but legally binding contract between the hiring to overall branding efforts. entity Tip Making a big splash for maximum effect  Setting up a simple contract can mean the difference between the “spray and pray” approach - Some marketing is TIME-SENSITIVE, requiring immediate attention for events like  Nothing is preventing you from entering into a professional relationship with your product launches or deadlines. influencers. - REAL-TIME CHANNELS, such as Twitter, and attention-getting tactics, like involving celebrities or influencers, can create a spike in awareness. - While these HIGH-INTENSITY activations aren’t sustainable long-term, they can spark lasting interest in your brand. - Compensating influencers fairly is important because it shows you value their work, helps build strong relationships, and ensures they create quality content that supports your brand. Without fair payment, influencers may feel undervalued, leading to poor content or a damaged reputation for your brand. Fair compensation also attracts better talent and leads to more successful marketing campaigns. -