influencer marketing: cashing in on pop culture
TRANSCRIPT
Influencer Marketing:Cashing in on Pop Culture
Sarah KurtenbachPrincipal, Founder – the KB group, LLC
www.theKBgroup.com
WhatIsInfluencerMarketing?
Influencermarketing isatypeof marketing thatfocusesonusingkeyleaders todriveyourbrand's
messagetothelarger market.
Ratherthan marketingdirectlytoalargegroupofconsumers,youinsteadinspire/hire/pay
influencers togetoutthewordforyou.
BrandsAreStrugglingTo…
GetPastAdBlockers
KeepUpWithClimbingCPM’sandAdCosts
ConstantlyCreateNewandAppealingContent
Whatismorepowerful…
Whenapersontalksabouthowgreattheyareorwhenyouhearsomeoneelsetalkabouthowgreatthatare?
IsInfluencerMarketingaBigDeal?
“GoogleclassifiesInfluencerMarketingasaBreakout;thekeywordisexperiencinggrowthgreaterthan5,000%.”
“TheInfluencergoldrushiscoming.”
“InfluencerMarketingisgrowingfrom$500Millionto$10Billionby2019.”
9StepsTo:CreateanInfluencerMarketingStrategy
Step1:KnowYourConsumerandTheir
Interests
Influencerstypicallybuildtheiraudiencearounddifferentchannels,contentinterestsand
categories.
Step2:OutlineYourCustomers
BuyingJourney
Whatkeymessagesdoyouwanttocommunicateateachstage?
Awareness Consideration Preference Decision/Purchase
Whatcontentwillaconsumerrespondtoateachstage?
Example:OutlineYourCustomers
BuyingJourney
KeyMessages
Awareness Consideration Preference Decision/Purchase
Content
Makeyourcustomerawarethatyourproduct
doesX
Explainhowyourproduct
doesX
Reinforceandshowclientexamples
Makeiteasyfor
consumerstobuy
SocialPostsSponsorships
CouponseCommerce
BlogsVideos
ClientReviews
SocialPostsDemonstration
Videos
Step3:SetCampaignsGoalsandKPI’s
VideosViews
orReach:
DirectResponse:
Step4:EvaluatetheRightInfluencers
andChannels
Option1:Findmicro-Influencersamongyourfans
Option2:ResearchHashtagstofindInfluencers
Option3:DoaGoogleSearchforLocalBloggers
Option4:PartnerwithanInfluencerCompanyortools
Micro-Influencers
CelebritiesBlendedApproach
Step5:ReachOuttoYourChosenInfluencers
WheretoLook
WhattoAsk
RecentWork
Examples
AudienceInsightsQuote
Step6:DiscusstheCreativeBrief
ThreeDifferentWaysInfluencersPartnerwith
Brands
SponsoredPosts/ProductPlacements
DocumentinganEventorExperience
LizEswein@newyorkcity
HostinganEvent/EventAppearance
MakeSuretoDiscuss:
Hashtags Links
Tagging ProductPlacements
ProductMentions Location
ProvideGuidelines,but…
AllowFlexibilityandFreedom.
Step7:Negotiate
KnowtheFactorsonCosts
AudienceSize
EngagementAudienceDemo
Content
TwoInfluencerPayment Options:
Products Money
ProductPaymentExamples
ProductPaymentExamples
Step8:SetUpTracking
TrackingOptions- #1
GoogleAnalytics(UTMCodes)
TrackingOptions- #2
Bit.ly’s
TrackingOptions- #3
OfferCodes/SpecificLanding
Pages
TrackingOptions- #4
Hashtags
Step9:MeasureSuccess&Performance
MeasurementCanInclude
Reach(willneedtoget#’sfromInfluencer)
VideoViews
ConversionsGoogleAnalytics
NewSocialFollowers
Engagement Sentiment
Sarah’sLastThoughts
Negotiateforrightstothecontent
HavetheInfluencergetpeopleintheirnetworktoshare/repostthecontent
Exclusivity…itprobablywon’thappen
FTCCompliance
