How does your brand keep up with the constant need for fresh creative? In comes Influencer Generated Content (IGC). Seamlessly integrate influencer creative with paid social, implement this content into your advertising strategy and push your reach to maximize ROI. Some Topics We’ll Discuss: Unpacking Consumer Demand For Brand Personalization Leveraging IGC In Your Advertising Strategy Audience Targeting Reflective Of Your IGC Campaigns Sourcing the Right Influencers For Your Brand Tactical Practices For Testing Creative Don’t miss out – CPC Strategy & Revfluence join forces to discuss the value of Influencer Generated Content and how to implement creative content in your advertising strategy to increase ROI.

1. Bridging the Gap: Aligning Influencer
Content & Paid Social for Maximum ROI

2. ● Session Recording + Slides Will Be Sent Out
● Join in the Poll Questions!
● Submit Questions to Our Panelists
Today’s Logistics

3. Overview
Founded in 2007
Google Premier Partner
500+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

4. Solutions

5. The Influencer Marketing
Platform for Content Creation
at Scale
Building Brands Through Personalized
Storytelling
● Industry-leading database of over 700,000
content creators
● Image search to find more high performing
creators and their content
● Auto-tagged content library
● Facebook API to Calculate ROAS across
videos and images
About Revfluence

6. Today’s Speakers
Sarah Sanchez
Performance Social Manager
Casey Edwards
Sr. Social Marketing Strategist
James Winter
Director of Marketing

7. Today’s Agenda
● Introduction to Influencer Generated Content
● Consumer Demand for Brand Personalization
● Sourcing the Right Influencers for Your Brand
● Leveraging IGC in Your Advertising Strategy
● Audience Targeting for Your IGC Campaigns
● Measuring the Success of Your IGC Campaigns

8. Today’s Influencer Takeaways
1. How you can make influencer marketing your competitive
advantage
2. Why social media managers and paid social teams should
be best friends
3. How influencers reduce paid social CPAs
4. How to find the right influencers for your brand
5. Ways to start extracting the most value from influencer
marketing today
6. But first...

9. It’s Getting Competitive...
Mary Meekers 2018 Report*
122%Increase in average Facebook
CPM from last year
Adstage*

10. Creative Matters
Influencer content
earns 8x more
engagement than
brand-directed
content.
A Facebook ad with a
relevance score of 3 is
167% more expensive
than one with a
quality score of 10
Images account for
85% of an ad’s
performance on
Facebook Ads
RhythmOne Influencer Marketing Benchmarks ReportAdEspresso Consumer Acquisition

11. Who here has too much creative?

12. SOCIAL PAID SOCIALEMAIL
The Right Creative for Every Channel

13. Female 18-25
New College Grad
Male 30-35
High Income
Female 30-45
Married w/ Kids
Female 24-30
Foodies & Trendy
Retargeting
Cart Additions
Product Marketing
Social Proof
Email Reactivation
Active Users
First-Time
Product Education
The right message from the right
person on the right channel

14. Harness the Power of Hundreds of
Thousands of Content

15. Yesterday’s Influencer Marketing
TRANSACTIONAL
BASED ON
VANITY
METRICS
BASED ON QUANTITY
NOT QUALITY

16. Cast a wide net at first,
and then narrow it
down to the
influencers that
perform well.
Every collaboration
should be more than
just a sponsored post
on social.
Ask your
marketing team
members how
you can help
support them.
Value the
relationships
you’re building,
influencers are
people first.
Improving Influencer Relations

17. Practical Ways to Find
Influencers
1. Search hashtags
2. Search related accounts
3. Search through your favorite
influencer’s tagged pictures or
following list
4. Use a tool
Finding the Right Influencers

18. 1) Search Hashtags
● Research popular hashtags pertaining to
your industry
○ Try to avoid generic terms like #travel
○ Use something specific like #globetrotter
● Check if people are tagging your brand
already if you have a branded hashtag

19. 2) Related Accounts
● Great place to start if you’ve worked
with influencers before

20. 3) Tagged and Following Lists
● Browse tagged photos for other
similar influencers
● Take advantage of group
content whenever possible

21. Questions to Ask
● What brands have they worked with previously?
● What type of content generates the most engagement on their social
channels?
● What is their target audience?
● Does their personal brand align with my company’s identity?
● Would my product fit organically on their feed?
● Also consider the quality of their content, frequency of posting and their
overall aesthetic.

22. Copyright 2017 - Q4 Amazon Virtual Summit
Where Smart Brands Are Taking
Influencer Marketing

23. SOCIAL
TEAM
INFLUENCER
MARKETING
EVENTS
TEAM
Fuel for the Entire Marketing Team
DIGITAL
TEAM

24. Personalization Through Content

25. Personalizing Creative
Macey
- 24 years old
- Lives in LA
- Follows Kelly Slater
Skylar
- 23 years old
- Lives in Boulder
- Buys fair trade coffee
- Likes vintage clothing
Kristie
- 28 years old
- Lives in Brooklyn
- Likes art museums
Sara
- 30 years old
- Lives in St. Louis
- Likes concerts
- Likes the winter

26. ● Start to involve your social media team in performance
marketing discussions
● Gain usage rights for your influencer content
● Proactively seek out influencers with the best content
● Test, test, test
● Use the data to inform your next round of content
Takeaways

27. SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2Audience Targeting for IGC Campaigns

28. Interest Audiences
● Brand page fans
● Influencer page fans
● Leverage Audience Insights
Refining Your Target Audiences

29. Lookalike Audiences
● Add a interest/behavioral layer to target
most profitable users
● Create audiences from same custom
audiences to expand reach
● Recommended lookalike audiences:
Top 25% of Page Viewers, Page Engagers,
IG Profile Engagers, Past Purchasers
Refining Your Target Audiences

30. Custom Audiences
● Can target: # of interactions,
whether they engaged with
a post, or frequent
purchasers
● Exclude audience overlap (if
it make sense)Best custom audiences: Top 25% of Page Viewers,
Page Engagers, IG Profile Engagers, Past Purchasers
Refining Your Target Audiences

31. SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2
Influencer Content on Paid Social

32. Leveraging Your Influencer Content
1
Influencer’s
Page
2
Dark Post
from Brand
3
Dark Post from
Influencer

33. What is Branded Content?
Does my partnership require a tag?
NO:
● Share for a share
● Promoting your own products
YES:
● Influencer is paid to post content they created
● Influencer is paid to post content they are
featured in but didn’t create
● Influencer is paid to post content they had no
role in creating
● Influencer is given free products to post content
they created
Creator or publisher content that features or is influenced by a business partner in exchange of value

34. Setting Up Branded Content
Policy & Enforcement
● Facebook’s updated policy
Publishing Branded Content
● Request access to the branded
content tool.
● Partner approval settings
● Access to insights (organic)

35. Measure Your Success

36. Steps for Measuring Your Success
1 2 3 4 5 6

37. Defining Strategy & Measuring Success
Objectives by Category:
● Generating sales
● Driving brand awareness
● Reaching a new target audience KPIs to determine success:
● Sales revenue
● CPM
● CPE
● Net new traffic

38. Today’s Recap
● Introduction to Influencer Generated Content
● Consumer Demand for Brand Personalization
● Sourcing the Right Influencers for Your Brand
● Leveraging IGC in Your advertising strategy
● Audience Targeting for Your IGC Campaigns
● Measuring the Success of Your IGC Campaigns

39. Schedule a free influencer marketing
evaluation
● Learn how much to price influencer collaborations
● Best practices for negotiations
● How to evaluate influencers to work with
● A free analytics report
Schedule Your Evaluation

40. SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2
Schedule Your Facebook
Performance Marketing Evaluation
CPC Strategy’s Facebook Performance Marketing Evaluation is an in-depth 60-minute analysis
and assessment of your Facebook advertising strategy & unique business goals, whether that be:
brand awareness, acquisition, customer activation, or re-engagement.
What Now?
http://bit.ly/Facebook-Creative-Gap

41. Questions for Today’s Speakers?
Sarah Sanchez
Performance Social Manager
Casey Edwards
Sr. Social Marketing Strategist
James Winter
Director of Marketing