A step by step guide to running an influencer marketing campaign. Presented at #PRFest 2017 in Edinburgh.

1. Influencer Murketing
Andy Barr
40 years old
Capricorn
Dad of three
Ask as we go…
#PRFEST

2. ME ME ME
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3. AGENCY
BLAH BLAH
BLAH
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4. CONVINCING YOU
I KNOW SHIZZLE
ABOUT ALL THIS

5. MY MAIN FOCUS:
INSTAGRAM
WHY?
GREAT QUESTION!!
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6. 87%: TOP FOCUS
8.5% SAID YT
1.4% SAID SNAP
SURVEY: 300 INFLUENCERS: CREDIT HASHOFF
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7. STATS
DOWNLOAD
GET READY
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8. 65% OF TOP BRAND CONTENT FEATURES PRODUCTS (SPROUTSOCIAL) >> 51% OF
BRANDS SAY VIDEO GIVES THE BEST ROI (ION) >> AVERAGE INSTA ENGAGEMENT 3-
6% (FANBRIDGE) >> MICRO INFLUENCER CAMPAIGNS GIVE 60% HIGHER
ENGAGEMENT RATES THAN BIGGER INFLUENCERS (HELLO SOCIETY) >> 54% OF
INFLUENCERS HAVE DAY JOBS (HASHOFF)>> TWITTER IS ONLY THE MAIN FOCUS
OF 0.7% OF INFLUENCERS (HASHOFF) >> 23.5% OF INFLUENCERS ARE STUDENTS
(HASHOFF) >> 26% INFLUENCERS SAID THE BEST POSTS TAKE 10-30MINS
(HASHOFF) >> MICRO INFLUENCER HAS 10K-100K FOLLOWERS (TRIBE) >> 20% OF
INFLUENCERS HAVE YET TO MONETISE THEIR AUDIENCES (HASHOFF) >> 81% OF
PEOPLE SAID THEY ARE INFLUENCED BY SOCIAL MEDIA POSTS (MARKET FORCE)
>> 2-6 POSITIVE REVIEWS ARE ENOUGH TO MAKE A CONSUMER TRUST A BUSINESS
(BRIGHT LOCAL) >> CUSTOMERS ACQUIRED VIA INFLUENCER CAMPAIGNS HAVE
37% HIGHER RETENTION RATE (FORBES) >> 81% OF MARKETERS JUDGED
INFLUENCER CAMPAIGNS TO BE EFFECTIVE (EMARKETER) >> 100% OF STATS
CONFUSE ME (ME)
LOTS OF NOISE#PRFEST

9. WHAT WE DO
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10. PREALL THE WORK IS IN THE “PRE”
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11. SEO TEAM?
PR TEAM?
MARKETING TEAM?
NEED SENIOR BUY IN
OWNERSHIP?
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12. WHAT YOU EVEN
TRYING TO DO
BRO?
LINKS :: SALES :: PROFILE
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13. BUZZSUMO
LIBERATION/INSPIRATION
ASK THE INFLUENCER
IDEA FINDING
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14. MESSAGING?
YOUR CONTENT?
THEIR CONTENT?
RISKS?
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15. ANALYTICS GOAL SETTING
BIT.LY (BIT NAFF IMHO)
UTM TRACKING LINKS
https://ga-dev-tools.appspot.com/campaign-url-builder/
TRACKING IS
VITAL YEAH
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16. STAND BY
CONFUSING AS FCUK (FOR ME)
Analytics>Conversions>MultiChannelFunnels>Top Conversion Paths >HEY PRESTO
GOOGLE
ATTRIBUTION
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17. TRIBE
DESK BASED RESEARCH (CISION!)
RESPONSE SOURCE
CHANNEL HASTAGS
FINDING
INFLUENCERS
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18. “EMERGING”
“MICRO INFLUENCER”
TWO
HANDY PHRASES
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19. PEOPLE LIE – WTAF
FAKERS.STATUSPEOPLE.COM – TW
CUTTING OUT
THE B/S
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20. CHECK ENGAGEMENT RATES
2-6% IS NORMAL
HIGHER = GOOD
LOWER = BOUGHT AUDIENCE (MAYBE)
AUDIENCE LOCATION
INSTA B/S IS
HARDER TO FIND
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21. HIGHER OR LOWER
LET’S PLAY A
GAME!
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22. FITNESSWANKER
6K FLWRS
4.87%
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23. THE ROCK
88.6M FLWRS
0.97
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24. JOSIELDN
80.2K FLWRS
2.7%
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25. K KARDASHIAN
101M FLWRS
1.21%
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26. TAMMY HEMBROW
6.8M FLWRS
6.34%
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27. ANNA PITTS FIT
4.5K FLWRS
5.87%
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28. X POSTS
X TWEETS
CONTENT TYPE – APPROVAL?
AMPLIFICATION PLAN
TRACKING
CONTRACT!
BE CLEAR WHAT
YOU WANT
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29. CASH MONIES
AFFILIATE LINKS
HOW COOL ARE YOU?
WHAT THEY DOING FOR YOU?
TRIBE APP
BUDGETS
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30. PRETTY CHARTS
SOURCE: INFLUENCE.CO
DATE: FEB 2017
NO EXACT FIGURE
ROUGHLY:

31. FLAKY!
54% HAVE A DAY JOB
DISLIKE PHONE CALLS
EMAIL AHOY
PERSISTANCE IS KEY
CONTACTING
THEM
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32. DURING
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33. EXPECT SLIPPED
TIMESCALES!
OFFER HELP
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34. AFTER
KEEP IN TOUCH
ALIGN RESULTS TO GOALS
SHARE RESULTS WITH INFLUENCERS
RINSE & REPEAT
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35. THAT’S ALL
FOLKS
@10YETIS - ABUSE WELCOMED
andy@10yetis.co.uk
#PRFEST