are you doing influencer marketing right?
DESCRIPTION
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.TRANSCRIPT
1@MtoMConsulting | @TapInfluence | #influencermarketing
ARE YOU DOING INFLUENCER MARKETING RIGHT?Presented By Christine Wilson / MtoM Consulting Holly Hamann / TapInfluence
2@MtoMConsulting | @TapInfluence | #influencermarketing
Christine WilsonChristine Wilson has spent more than 15 years working with
thought leaders and industry influencers in information
technology, entertainment, market research, and digital
content. MtoM Consulting, was created to help brands engage
with moms in the digital space. Her talent for finding and
speaking to moms has helped her grow MtoM into a highly
successful full service digital marketing firm.
Holly HamannHolly is co-founder and CMO of TapInfluence, the industry’s
only cloud-based software that automates the creation,
management and measurement of influencer marketing
programs from a single platform. She is an entrepreneur,
public speaker, AMA “Marketer of the Year” recipient, holds
a degree in mathematics, and blogs about technology,
entrepreneurship, and leadership.
3@MtoMConsulting | @TapInfluence | #influencermarketing
WHAT IS INFLUENCER MARKETING?Partnering with key influencers to co-create digital content that is engaging and meaningful to consumers.
@MtoMConsulting | @TapInfluence | #influencermarketing
“A BRAND IS NO LONGER WHAT WE TELL THE CUSTOMER IT IS - IT IS WHAT CUSTOMERS TELL EACH OTHER IT IS”- Scott Cook
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STEP 1: IDENTIFYING INFLUENCERSHow to do it right• Don’t just look at UVs
• Look at content relevance
• Post frequency
• Audience data
• Content quality
• Audience engagement
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STEP 1: IDENTIFYING INFLUENCERSHow to do it right• Look for professionalism
• Build a relationship
• Be responsive
• Be clear about expectations
• Compensate them
7@MtoMConsulting | @TapInfluence | #influencermarketing
STEP 2: MANAGING INFLUENCER RELATIONSHIPSHow 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”
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TOP REASONS FOR NEGATIVE EXPERIENCES
0 5 10 15 20 25
Campaign was not well organized
Did not like the product
Not enough compensation
More work than I expected
Readers did not like the campaign
Other
Campaign did not align with content
Didn’t work well with the brand rep.
20%
10%
23%
14%
13%
9%
7%
4%
BRANDS DOING IT RIGHT
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10@MtoMConsulting | @TapInfluence | #influencermarketing
STEP 3: OPTIMIZING CONTENT DISTRIBUTIONHow 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
STEP 3: OPTIMIZING CONTENT DISTRIBUTIONHow 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
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STEP: 4 MEASURING PERFORMANCEHow to do it right• Track posts, shares, tweets, comments
by platform
• Track impressions and engagement by influencer
• Measure true impressions, not just estimated impressions
12@MtoMConsulting | @TapInfluence | #influencermarketing
3.7 MILLION UMV’S
189 CONTENT PIECES
14,900 CLICKS TO POSTS
6,940 COMMENTS
68,971 PAGE VIEWS
$226,766 TOTAL MEDIA VALUE
STEP: 4 MEASURING PERFORMANCEHow to do it right• Assign a media value to each type of
content
• Measure paid, owned, and earned value
13@MtoMConsulting | @TapInfluence | #influencermarketing
YOU CAN MEASURE ROITrue media value is more than 5x the initial investment in the influencer program
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THANK YOU!Questions?
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!
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TAPINFLUENCETapInfluence Software is used to automate the creation, management and measurement of influencer marketing programs.
@MtoMConsulting | @TapInfluence | #influencermarketing