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Are You Doing Influencer Marketing Right?


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Are You Doing Influencer Marketing Right? Flops and fumbles can leave you exhausted and walking away from the digital space’s most powerful vehicle for brand recognition.

Published in: Technology, Business

Are You Doing Influencer Marketing Right?

  1. 1. ARE YOU DOING INFLUENCER MARKETING RIGHT? Presented By Christine Wilson / MtoM Consulting Holly Hamann / TapInfluence @MtoMConsulting | @TapInfluence | #influencermarketing 1
  2. 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 2
  3. 3. WHAT IS INFLUENCER MARKETING? Partnering with key influencers to cocreate digital content that is engaging and meaningful to consumers. @MtoMConsulting | @TapInfluence | #influencermarketing 3
  4. 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 4
  5. 5. 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 5
  6. 6. 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 6
  7. 7. 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 7
  8. 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 10 15 20 25 8
  9. 9. BRANDS DOING IT RIGHT @MtoMConsulting | @TapInfluence | #influencermarketing 9
  10. 10. 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 10
  11. 11. 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 11
  12. 12. 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 12
  13. 13. 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 13
  14. 14. YOU CAN MEASURE ROI True media value is more than 5x the initial investment in the influencer program @MtoMConsulting | @TapInfluence | #influencermarketing 14
  15. 15. THANK YOU! Questions? @MtoMConsulting | @TapInfluence | #influencermarketing 15
  16. 16. 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 16
  17. 17. TAPINFLUENCE TapInfluence Software is used to automate the creation, management and measurement of influencer marketing programs. @MtoMConsulting | @TapInfluence | #influencermarketing 17