Influencer Marketing 101

INFLUENCER
MARKETING 101
Understanding & working with influencers

MICHAELA MACINTYRE
BUSINESS DIRECTOR,
GRAVITY THINKING
Twi;er: @ThisIsKays
michaela@gravitythinking.com

PART 01
PART 03
PART 02
PART 04
Defining influence and why brands should care Influencer Taxonomy
The ultimate influencer approach Working with influencers
@jennamarbles

PART 01:
WHY SHOULD BRANDS CARE?

@caseyneistat
87%
of marketers allocated budget to
inﬂuencer marketing in 2017.
*Up 25% on 2016

Supply of Connections and Content Plans to Client for review
THIS. IS. JUST. AN. AD.```````
(AND THAT’S OK… BUT THERE’S A BIGGER OPPORTUNITY)

WHY IS IT A PRIORITY FOR YOU?
CONSUMERS ARE OVERWHELMED
And we responded by creating more content….
*Source:
h+p://www.digitalnewsreport.org
h+p://buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-ﬁx-it/

CONSUMERS HATE ADS
76% use ad-blocker technology
*Source: h+p://www.mirriad.com/news/online-video-and-tv-ads-consistently-reaching-less-than-10-of-viewers/

CONSUMERS TRUST PEOPLE
92%* trust people over brands
74%* use social media when making a purchase decision
Source: http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html

“A BRAND IS NO LONGER
WHAT WE TELL THE
CONSUMER IT IS - IT IS
WHAT CONSUMERS TELL
EACH OTHER IT IS” SCOTT COOK

We need to reach people with
content they want, from
people they trust.

BUT WHAT DEFINES INFLUENCE?
THE CAPACITY TO CHANGE
THE OPINION & BEHAVIOUR
OF OTHERS

FOLLOWING = INFLUENCE
Kim Kardashian’s conversion rate is worse
than a banner ad.
However….
@kimkardashian

PART 02:
INFLUENCER TAXONOMY &
HOW TO WORK WITH THEM

THIS IS
NOT AN
ENGINEER
OUR TAXONOMY:
1. CELEBRITY
ENDORSEMENT
BRAND FIT
2. CREATOR
COLLABORATION
SHARED VALUES
3. CHAMPION
AMUNITION
BRAND AFFINITY
4. ENTHUSIAST
PASSION FOR THE
BRAND
@Copyright Gravity Thinking

• Famous for more than their social presence or content
• Has a traditional agent
• Brand partnership savvy & traditionally more difficult to
work with
• Expect long lead times and minimal output
• Helps PR inches
• Drives awareness and reach
• Offers brand equity
1.
THE CELEBRITY
16
@MarkWright_ for Grosvenor
Casinos by Gravity Thinking

PERSONALITY FIT
CELEBRITY
KEY CRITERIA:
1. They should be someone you would be willing to put in your brand guidelines as a real
life example of your brand personality.
2. Loved by your target audience already.
@TaylorSwift

ENDORSEMENT
CELEBRITY
KEY OUTPUT:
1. Appear in YOUR content
2. Help you get column inches
3. Help drive brand desire
@TaylorSwift

2.
THE CREATOR
• Famous because of their social presence or content
• Usually have +1m following on at least one channel
• Definitely has an agent
• Brand partnership experienced but not always savvy -
can be demanding
• Frustrated with our long lead times, rounds of approval
- adept at getting content out quickly
• Won’t help traditional PR inches, but seen as more
authentic by consumers
• Drive reach with new audience and can significantly
support change of brand perception if allowed to
create in the right way
• Offers brand equity
@CasparLee

SHARED VISION
CREATOR
KEY CRITERIA:
1. Do your brand and the creator share a vision/ mission? Do you both stand for
something?
2. Can your product/s help them do what they do better?
3. Is their most engaged audience your target audience?
@DevinSupertramp

CONTENT & (AUTHENTIC) ENDORSEMENT
CREATOR
KEY OUTPUT:
1. Will create high quality content for you & distribute it
2. Will create content in their own style, not yours
3. Will naturally promote your brand for longer than one hit, if
the relationship is done right
Content by Devin Supertramp: https://www.youtube.com/watch?v=4B36Lr0Unp4

PS
“Do What You Can’t” by Casey Neistat for SAMSUNG: https://www.youtube.com/watch?v=JKpeIxh4ScY
CREATOR

THEY ARE CONNECTED
TO OTHER CREATORS
CREATOR

Hilfiger Island - Influencer Led Activity
CREATOR

• Medium followings (±100-500k) but they are highly
engaged around a specialism or niche
• Semi-professional - may have an agent
• Extremely willing to work with brands
• Expect more for less, but not always high production values
(and btw this doesn’t matter)
• Will help you change perceptions through their authentic
recommendations and high levels of influence with their
medium sized audience
3.
THE CHAMPION
26
@GwilymCPugh & @Vanessa_Kisuule for KONA
by Gravity Thinking

@Malarky for GLOBE Bikes
by Gravity Thinking
PASSION POINT NICHE
CHAMPION
KEY CRITERIA:
1. Is their niche/ specialism a common passion point of your target audience?
NOTE: your brand does need to carefully consider how they can authentically promote
you if it’s through passion point alignment

CONTENT IN CONTEXT OF PASSION
CHAMPION
KEY OUTPUT:
1. Unlikely to have high fees - but sometimes cost is in time
management
2. Can support bigger campaigns/ launches with simple product
placement/ ads
@SophiaHannahRichardson
for HYUNDAI by Gravity Thinking

• Small followings - less than 50k
• Has a strong interest in your category and is known as such
• Does not have an agent
• Not experienced in working with brands and don’t consider
themselves influencers
• Send free product and get them to try it/ engage around
promoting it - this is more than they would be expecting
4.
THE ENTHUSIAST
29
@GothicGardener for
Scotts Miracle-Gro by Gravity Thinking

PRODUCT LOVE
ENTHUSIAST
KEY CRITERIA:
1. Do they already love your brand?
2. Do they feel their audience will naturally love you too because the Enthusiast is
already passionate about your category?

SIMPLE PROMOTION
KEY OUTPUT:
1. A product review/ promo
@GothicGardener for
Scotts Miracle-Gro by Gravity Thinking
ENTHUSIAST

PART 03:
THE ULTIMATE
INFLUENCER PROGRAM

WE CONSIDER THIS APPROACH FOR BRAND CONTENT - SO WHY NOT INFLUENCERS?
Build fame & maximise
reach to drive awareness.
High level of media
support
Build relevance based on
passion points and
engagement - mid level media
support
Use existing assets &
drive
recommendation &
consideration - low
media support
HERO
HUB
HYGIENE

CELEBRITY CELEBRITY
CREATOR CREATOR CREATOR CREATOR
CHAMPIONS CHAMPIONS
ENTHUSIASTS ENTHUSIASTS ENTHUSIASTS ENTHUSIASTS
REACH
ENGAGEMENT
THE GRAVITY ALWAYS-ON INFLUENCER APPROACH

PART 04:
WORKING WITH INFLUENCERS

SELECTION RISK MNGMT CAMPAIGN MNGMT
Finding them Selection & due diligence
Contracts
Expectation setting
Before
During
After
2.1. 3. 4.
REPORTING
Against brand objectives
OUR PROCESS
@PewDiePie

THE FIFTH ELEMENT: CREATE THE INFLUENCERS1. SELECTION
3 KEY CRITERIA FOR
SELECTING INFLUENCERS:
IS THEIR
TARGET
AUDIENCE
YOUR
TARGET
AUDIENCE?
ARE YOUR
BRAND
VALUES
ALIGNED TO
THEIR
VALUES?
IS THE
PRICE
RIGHT?

EXPENSIVE
CHEAP
HIGH
QUALITY
LOW
QUALITY
£12k-£80k/ year
Free - £5k/ year
TALENT
AGENCY
MANUAL
SELECTION
1. SELECTION

RISK MANAGEMENT2. RISK MANAGEMENT
AUDIENCE QUALIFICATION CONTENT AUDIT BACKGROUND CHECK PIPELINE
Is this the right audience you
should be marketing to from a
legal perspective?
Is their audience engaged an,
more importantly, genuine (as
opposed to a bot)
What is the nature of their
content and have there been
any explicit or undesirable
subject matter in the past?
How many competitors have
they worked with in the last 12
months?
How much sponsored content
are they posting?
Beyond Google search - have
they been arrested or are there
any pending lawsuits etc?
Know what they have coming
up in the next 12 months in
terms of personal content &
sponsored content/
partnerships
Before you appoint them…

Partnership Agreements
CONTRACTUAL PROTECTIONS
OWNERSHIP APPROVALS PAY OR PLAY PAYMENT TERMINATION
RISK MANAGEMENT2. RISK MANAGEMENT

RISK MANAGEMENT3. CAMPAIGN MANAGEMENT
MANUALLY TOOLS
• Internally
• Agency
• Talent agent

3. CAMPAIGN MANAGEMENT
Up to 1m Up to 10,000
Facebook £75,174 £1,538
YouTube £67,242 £1,595
Twi;er £64,798 £1,351
Instagram £60,476 £1,203
Snapchat £52,702 £1,052
Source: Rakuten Marketing Survey, Aug 2017, 205 respondents actively working with influencers
HOW MUCH MARKETERS ARE WILLING TO PAY PER POST:

• Pay With Product
• Pay Per Follower
• Pay Per Post
• Pay Per View
• Pay Per Engagement
• Pay With Experience/ sCRM
• Pay Per Sale/ Lead
• Pay Per Project
• Pay With Equity
PAYMENT TYPES CAN
BE COMPLEX
3. CAMPAIGN MANAGEMENT
40%
20%
17%
23%
I RELY ON BRANDS TO
SUGGEST A PRICE
SOURCE: #HASHOFF , September 2017
I HAVE A MODEL
FOR CHARGING
BRANDS
I ASK FOR AS
MUCH AS POSSIBLE
HOW DO INFLUENCERS
PRICE BRAND WORK?
FLAT FEE PER POST OR
EXCHANGE FOR
PRODUCT

WAYS OF WORKIING
#1
CLEAR POINTS OF CONTACT
#2
LET THEM BE CREATIVE
#3
MAKE APPROVALS QUICK & PAINLESS
#4
AIM FOR LONG-TERM RELATIONSHIPS WITH THE BRAND, NOT JUST THE AGENCY
#5
AGREE KPIS UP FRONT WITH INFLUENCERS & HOLD THEM TO IT
@IIsuperwomanll

PLATFORMS
4. REPORTING
TOOLS INFLUENCERS

MEASURE THE STRATEGY
NOT every social metric out there

GOAL KPIOBJECTIVE INFLUENCER
UPLIFT*
Engagement - likes, shares,
follows… aceon - web visits,
page views, eme on site…
Educate people on your
mission, products and values
30% uplig in
engagement metrics
Revenue driven from social
interaceons - conversion of
engagement and aceon
Move people through the
purchase journey and into the
conversion channels
10% uplig on sales
Conversaeon, shares, Life eme
value
Recommendaeon and brand
meneons
Maximise value and reteneon
Drive recommendaeon to
recruit new people
12% uplig in posieve
meneon
4. REPORTING
50% reduceon in CPVImpressions, reach, meneons,
senement
Ajtude, preference…
Increase number of people
who know about the brand
and products and services
*Based on Gravity Thinking results & various industry benchmarks and case studies

THE FIFTH ELEMENT: CREATE THE INFLUENCERSWHAT WE’VE SEEN TODAY:
INFLUENCER MARKETING - THE FOUNDATIONS
WHY BRANDS
WORK WITH THEM
TAXONOMY OF
INFLUENCERS
HOW TO WORK
WITH THEM
THE ULTIMATE
ALWAYS-ON
APPROACH

Discussions at the tables
@zoella
THANK YOU
@zoella

www.gravitythinking.com
Emerson Studios,
4-8 Emerson Street,
London. SE1 9DU
0203 141 7700

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