@Christine920 | @HollyHamann | 1

ARE YOU DOING INFLUENCER MARKETING ALL WRONG?Presented By Christine Wilson / MtoM Consulting Holly Hamann / TapInfluence

@Christine920 | @HollyHamann

@Christine920 | @HollyHamann | 2

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 has launched six start-ups in the content marketing,

social media, video and other high-tech industries. She is an

entrepreneur, public speaker, AMA “Marketer of the Year”

recipient, and is a contributing writer for Huffington Post,

Chief Marketer, and other publications. She co-founded

TapInfluence in 2009 and holds a degree in Mathematics and

Computer Science.

@Christine920 | @HollyHamann | 3

WHAT IS INFLUENCER MARKETING?Partnering with key influencers to co-create digital content that is engaging and meaningful to consumers.

@Christine920 | @HollyHamann | 4

MOMS RELY ON PEERS AND INFLUENCERSMtoM’s Research- Social Media’s Influence on Moms’ Buying Decisions

@Christine920 | @HollyHamann | 5

STEP 1: IDENTIFYING INFLUENCERSHow to do it wrong• Just look at unique visitors

• Send generic campaign invitations

• Expect them to post for free

• Be vague with expectations

@Christine920 | @HollyHamann | 6

STEP 1: IDENTIFYING INFLUENCERSHow to do it right• Look at content relevance

• Post frequency

• Audience data

• Content quality

• Audience engagement

• Look for professionalism

• Build a relationship

• Be responsive

• Be clear about expectations

• Compensate them

@Christine920 | @HollyHamann | 7

STEP 2: MANAGING INFLUENCER RELATIONSHIPSHow to do it wrong• Control the message

• Try to hide that its sponsored

• Hog the credit

• Have 15 calls-to-action

• Think programmatically

• Go dark

@Christine920 | @HollyHamann | 8

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”

• Extend value of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies

@Christine920 | @HollyHamann | 9

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

@Christine920 | @HollyHamann | 10

STEP 3: OPTIMIZING CONTENT DISTRIBUTIONHow to do it wrong• Isolate content to one channel

• Only post on blogs

• Don’t curate content

• Don’t post to other brand assets

• Don’t integrate with your own marketing

• Don’t make it easy to share, vote, tweet and pin

• Use text only

@Christine920 | @HollyHamann | 11

@Christine920 | @HollyHamann | 12

STEP 3: OPTIMIZING CONTENT DISTRIBUTIONHow to do it right• Post on all appropriate platforms

• Make images pinnable

• Feed content to brand assets like microsites

• Make it easy to share, like, pin, tweet, vote

• Extend the value of content by using in ebooks, blog posts, webinars, email marketing, advertising, and case studies

• Go mobile

@Christine920 | @HollyHamann | 13

STEP: 4 MEASURING PERFORMANCEHow to do it wrong• Track manually

• Use fuzzy math

• Assume you can’t measure ROI

• Stop tracking when campaign is over

• Just measure content stats

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

• Assign a media value to each type of content

• Measure paid, owned, and earned value

@Christine920 | @HollyHamann | 14

YOU CAN MEASURE ROITrue media value is more than 5x the initial investment in the influencer program

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@Christine920 | @HollyHamann | 16

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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@Christine920 | @HollyHamann | 18

TAPINFLUENCE

TapInfluence Software is used to automate the creation, management and measurement of influencer marketing programs.