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ARE YOU DOING INFLUENCER
MARKETING RIGHT?
Presented By
Christine Wilson / MtoM Consulting
Holly Hamann / TapInfluence
@MtoMConsulting | @TapInfluence | #influencermarketing
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2.
Christine Wilson
Holly Hamann
Christine Wilson has spent more than 15 years working with
Holly is co-founder and CMO of TapInfluence, the industry’s
thought leaders and industry influencers in information
only cloud-based software that automates the creation,
technology, entertainment, market research, and digital
management and measurement of influencer marketing
content. MtoM Consulting, was created to help brands engage
programs from a single platform. She is an entrepreneur,
with moms in the digital space. Her talent for finding and
public speaker, AMA “Marketer of the Year” recipient, holds
speaking to moms has helped her grow MtoM into a highly
a degree in mathematics, and blogs about technology,
successful full service digital marketing firm.
entrepreneurship, and leadership.
@MtoMConsulting | @TapInfluence | #influencermarketing
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WHAT IS
INFLUENCER
MARKETING?
Partnering with key influencers to cocreate digital content that is engaging
and meaningful to consumers.
@MtoMConsulting | @TapInfluence | #influencermarketing
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4.
“A BRAND IS NO
LONGER WHAT WE
TELL THE CUSTOMER
IT IS - IT IS WHAT
CUSTOMERS TELL
EACH OTHER IT IS”
- Scott Cook
@MtoMConsulting | @TapInfluence | #influencermarketing
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STEP 1:
IDENTIFYING
INFLUENCERS
How to do it right
• Don’t just look at UVs
• Look at content relevance
• Post frequency
• Audience data
• Content quality
• Audience engagement
@MtoMConsulting | @TapInfluence | #influencermarketing
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STEP 1:
IDENTIFYING
INFLUENCERS
How to do it right
• Look for professionalism
• Build a relationship
• Be responsive
• Be clear about expectations
• Compensate them
@MtoMConsulting | @TapInfluence | #influencermarketing
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STEP 2: MANAGING INFLUENCER
RELATIONSHIPS
How to do it right
• Let influencers tell an authentic story
• Be transparent
• Include Facebook, Pinterest, Twitter,
YouTube
• Give proper influencer attribution (yes,
its possible)
• Have one clear action you want your
audience to take
• Think “always on”
@MtoMConsulting | @TapInfluence | #influencermarketing
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8.
TOP REASONS FOR NEGATIVE
EXPERIENCES
23%
Campaign was not well organized
20%
Did not like the product
14%
Not enough compensation
13%
More work than I expected
10%
Readers did not like the campaign
9%
Other
7%
Campaign did not align with content
4%
Didn’t work well with the brand rep.
0
5
@MtoMConsulting | @TapInfluence | #influencermarketing
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15
20
25
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9.
BRANDS DOING IT RIGHT
@MtoMConsulting | @TapInfluence | #influencermarketing
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STEP 3: OPTIMIZING CONTENT
DISTRIBUTION
How to do it right
• Don’t isolate content to one channel
• Post on all appropriate platforms
• Integrate with other marketing
campaigns
• Use rich content like video and images
• Make is easy to share, like, pin, tweet
and vote
@MtoMConsulting | @TapInfluence | #influencermarketing
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STEP 3: OPTIMIZING CONTENT
DISTRIBUTION
How to do it right
• Feed content to brand assets like
microsites and content hubs
• Extend the value of content by using
in ebboks, blog posts, webinars, email
marketing, advertising, and case
studies
• Go mobile
@MtoMConsulting | @TapInfluence | #influencermarketing
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STEP: 4
MEASURING
PERFORMANCE
How to do it right
• Track posts, shares, tweets, comments
by platform
• Track impressions and engagement by
influencer
• Measure true impressions, not just
estimated impressions
$226,766
TOTAL MEDIA VALUE
189
14,900
CONTENT PIECES
CLICKS TO POSTS
3.7
6,940
MILLION UMV’S
COMMENTS
68,971 PAGE VIEWS
@MtoMConsulting | @TapInfluence | #influencermarketing
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STEP: 4
MEASURING
PERFORMANCE
How to do it right
• Assign a media value to each type of
content
• Measure paid, owned, and earned
value
@MtoMConsulting | @TapInfluence | #influencermarketing
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14.
YOU CAN
MEASURE ROI
True media value is more than 5x the
initial investment in the influencer
program
@MtoMConsulting | @TapInfluence | #influencermarketing
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15.
THANK YOU!
Questions?
@MtoMConsulting | @TapInfluence | #influencermarketing
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MTOM CONSULTING
• Full service digital marketing and PR consultancy
• Specifically focused on businesses that want to market to moms.
• We are not only marketers, we are moms!
@MtoMConsulting | @TapInfluence | #influencermarketing
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17.
TAPINFLUENCE
TapInfluence Software is used to automate the creation, management
and measurement of influencer marketing programs.
@MtoMConsulting | @TapInfluence | #influencermarketing
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