INFLUENCER MARKETING

GILES HARRISFOUNDER & MANAGING DIRECTORCOME ROUND

THE STARTING POINTWRITE A STRATEGY | SET YOUR GOALS | SET YOUR BUDGET

• Sales (link-building & affiliate marketing)• Awareness through Reach (high reach – more eyeballs)• Awareness through Engagement (lower reach – more engagement)• Content creation (review generation/pictures/videos)• Feedback (What did you think of the product?) • Brand advocacy (long-term relationships)

• For existing brand advocates• Add contacts manually• Keep track of influencers• Can be used for outreach

IDENTIFY YOUR INFLUENCERS USING NIMBLE

IDENTIFY YOUR INFLUENCERS USING COOSTO

IDENTIFY YOUR INFLUENCERSTHE PAGE AUTHORITY CHECK (USING MOZRANK) – AIM FOR 30+

THE ENGAGEMENT CHECK (LAST 3 POSTS)

ACTIVATE YOUR INFLUENCERSALWAYS USE E-MAIL

ENGAGE | EQUIP | EMPOWER

ENGAGE Mix business with pleasure. The #1 motivation for influencers is money. Have a budget available. Make sure you get to ‘’know’’ the influencer – read through their blog, look at their content. A personal touch goes a long way.

EQUIPInfluencers can create content out of nothing – but you need to do better. Provide these influencers with something unique – something exclusive. An experience they (as consumers) would love to be part of.

EMPOWERLeave your guidelines at home – there is a reason these influencers have generated a following in the first place; let them create the content the best way they think it will resonate with their following.

ACTIVATE YOUR INFLUENCERS

#PANASONICSLOWJUICER

#MACARONMANICURE

#ATOMIST (MORPHY RICHARDS)

START MEASURING• Sales (link-building & affiliate marketing). How many clicks & purchases were made

through the URL provided to the influencer? Use Google Analytics for this – or even bit.ly (less accurate – but easy to set up)

• Awareness through Reach (high reach – more eyeballs). How many opportunities to see has the campaign hashtag generated? Benchmark against expected values

• Awareness through Engagement (lower reach – more engagement). What are the average engagement figures? (likes + comments) / total following = engagement rate. Average should exceed benchmark

• Storytelling (content creation). Quality of content created (can this be re-purposed?) as well as the above metrics

• Feedback (What did you think of the product?). Always provide influencers with a feedback form – ask them about the product so you can get an honest opinion

• Brand advocacy (long term relationships). Within the feedback form – questions such as ‘likelihood to recommend’ and ‘likelihood to purchase’ should be incorporated.

MEASURING MORPHY RICHARDS #ATOMIST CAMPAIGN

• Net Promoter Score shift of 32+ percentage points (pre vs post campaign)

• 141 Atomist reviews on Morphy Richards website & Amazon

• 222,899 indirect offline conversations & recommendations

• 1.2 + Million online hashtag impressions across social media

• Average engagement rate of 5.8% • 361 pieces of UGC created• 62% of guests have indicated a high likelihood to

purchase the product