Key topics we will cover in the masterclass are: - Platforms of social influence - Understanding the Influencer Ecosystem - Building strategic influence programs - Maximising and amplifying content - Building your brand’s influence canvas - Following industry best practice for responsible campaign execution

1. INFLUENCER MASTERCLASS
+ Sharyn Smith – Founder
+ Katie Palmer-Rose – Managing Director
The house of Integrated Influence

2. Today’s Agenda
01 – A brief history of influence kind
02 – The science of influence
03 – The ecosystem of influencers
04 – Influencer vetting & matching
05 – Working with influencers
06 – Legal requirements/Best Practice
07 – Measurement and ROI
08 – Influence in action

3. People trust people
more than they do brands
(and advertising).

4. We are social

5. We are influenced by each other
We act as a herd

6. 7%
Celebrity
Endorse-
ment
TV ads
9%
Digital
ad
7%
Outdoor
ad
75%
Review from
someone in my
social circles
61%
Social media post
from a friend or
family
80%
Online reviews from
real users of the
product/service
6%
Banner
ads
8%
Newspaper
ad
49%
Social media post
from someone
I follow
“Which of the following do you
trust
when making decisions to buy
a new product?”
18%
Social media
ad from
brand 32%
Catalogue
25%
TV Ad
Sphere of Influence
9%
Magazine
ad
92%
Recommendation
from friend or
family member

7. The science of influence

8. Famous street
corner experiment

9. Social Proof
Provides information
and evidence of what
other people are doing
and thinking. If other
people are doing it, it
must be better or the
correct behaviour

10. Social Proof
in action

12. The ecosystem of influencers

13. What is an influencer:
A person or group that has
the ability to influence the
behaviour or opinions of others

14. Tiers of influence
Australia:
Celebrities / Mega Influencers
250k + Followers
Macro Influencers
30,000-250,000 followers
Micro Influencers
2,000-30,000 followers
Nano Influencers
<2,000 followers
More reach
More influence

15. Tiers of influence
Australia:
Celebrities / Mega Influencers
250k + Followers
Macro Influencers
30,000-250,000 followers
Micro Influencers
2,000-30,000 followers
Nano Influencers
<2,000 followers
Brand Ambassadors:
Brand alignment with highest
reach
closer to broadcast media
Creators, Makers & Educators
High reach and connection
with category leadership
Authentic Advocates
High engagement, authenticity
and niche potency in social
Community Champions
Lots of strong ties and greatest
influence on their network

16. Influencer Typology:
How they influence
Entertaining
Inspiring
Educating
Relating
Disrupting
Trailblazing
TOV: Playful, Engaging
Style: They influence by
delighting their audience
with an intention to entertain
TOV: Informative
Style: They influence by
informing their audience and
providing detail and depth.
TOV: Challenging
Style: Creating provocative
content with the intention of
challenging the norm.
TOV: Motivational, Aspirational
Style: They influence by
showcasing desirable lifestyles
or through goal setting &
achievement.
TOV: Honest, Relatable
Style: They influence by being
themselves and not trying to
force a façade, they are good at
connecting to their audience.
TOV: Curious
Style: They influence by
presenting their audience with
new ideas, concepts, and
products.
Source: Social Soup

17. Influencer Typology:
Ways of influencing
examples
Inspiring
TOV: Motivational, Aspirational
Style: They influence by showcasing
desirable lifestyles or through goal
setting & achievement.
Source: Social Soup
Entertaining
TOV: Playful, Engaging
Style: They influence by delighting their
audience with an intention to entertain

18. Influencer Matching
and vetting

19. Matching & Vetting Influencers
Key criteria
+ Values
+ Archetypes
+ Content Aesthetic
+ Brand safety
+ Demographics
+ Audience Location
+ Category interests
+ Follower quality
(fake/bot)
+ Follower growth (red
flags)
+ Mass following (low
quality engagement)
+ Category
+ Influence tier
+ Influence type
+ Content outputs
Brand Campaign
Objectives
Audience
Match
Audience
Quality

20. Lack of vetting dangers
• Waste of money
• Brand damage
• Reputation risk

21. Even with the
program reveal
about her
fake account
@thatcoastalgirl
is still getting
brands contacting
her for
collaborations
“Truth Bomb – she doesn’t
even live by the sea”

22. Data Sources for Measurement
Directly from the influencer
profile through platform
APIs (most trusted)
First-Party
Data
Third-Party
Data
Second-Party
Data
First party data sold
by intermediaries in
a marketplaces
Data aggregated from various
third party sources – mostly
scraped data

23. the right influencers?
• Find them organically – they find you, search
hashtags, search other influencers, social listening,
ask your customers who they follow (influences them)
• Use of influencer discovery tools – digital tools with
influencer search engines
• Influencer Marketplaces – platforms who manage
influencers and give brands access
• Talent Agencies – Agencies who represent talent but
mostly larger influencers
• Integrated influence agencies – integrated all of the
above to find the best influencers across all tiers with
deep vetting
Finding & Matching

24. Working with influencers

25. Partnerships are the
best ways to work
with influencers
“It’d be great if brands
make it an ongoing
partnership and we get
to know their brands
better and they get to
know what we can
dot.”
– Mel, 24
“I would like brands to create
longer term relationships so our
audiences feel consistency.”
– Lauren, 32

26. Managing Influencer Campaigns
Management
Influencer Agreement​
Contracts, exclusivity, usage, output,
amplification, payment, timings
Influencer Briefing​
One to one briefing on content and expectations of the
campaign by dedicated high reach expert
Influencer Vetting​
Brand safety, AU
audience, authentic influence,
exclusivity
Influencer Matching​
Matched for brand fit,
aesthetics,
content style, category​
Brand Content
Strategy​
Partnership, tier of
influence,
platform selection,
content theming
Performance​
Campaign management
and relationships
Live Dashboards​
Bespoke campaign dashboards
First party data
Content Management​
One stop shop for managing
content rights
Content Maximising
Live boosting of content
Content asset for digital as
Managing Influencer Campaigns

27. Current industry
benchmark $2.80
CPM (27% increased
efficiency of spend)
@chrystellaudette
30,297K
Dry Skin
@chicontherunblog
12,410K
Dry Skin
@ellesechloe
14,632K
Oily Skin
Amplified content
Amplifying content
through the influencers’
own channels proved to
be very effective due to
the high quality content
and existing
engagement rates of
the influencers on the
campaign.
Amplifying influencer
content achieved a paid
reach of 2,094,736 (kpi
– 1,095,000)
ChrystelleAudette
REACH LINK CLICKS ENGAGEMENTS CPM
521,841 161 100 $2.39
2,094,736 743 1060 $2.33
ChicOnTheRun
REACH LINK CLICKS ENGAGEMENTS CPM
932,515 358 326 $2.68
Elleschloe
REACH LINK CLICKS ENGAGEMENTS CPM
640,380 224 634 $1.94
Amplified Reach

28. Amplified Video

29. Legal Requirements
of Influencer Marketing
and best practice

30. Currently in the
news after two
Ad Standards
rulings for lack
of disclosure

31. Legal Requirements
of Influencer Marketing
• You must not engage in conduct that
is likely to mislead and deceive;
• You must not make misleading claims
or statements
Influencer content must comply with
Australian consumer law which states: • ACCC - Australian Competition and
Consumer Commission administers
Australian Consumer Law (ACL)
• ACCC can impose fines and does
have legal clout - up to $10 million
in fines for brands

32. Self Regulation of the
Advertising Industry
• AANA Code of Ethics updated in Feb
2021 with reference to influencer
marketing – only AD recommended
• Ad Standards manages the complaint
resolution process of the advertising
self-regulation system.
• AIMCO Australian Influencer Marketing
Council formed to provide best
practice and educate the market
• Not a regulator but more an educator
to help brands, agencies and
influencers make sense of the
landscape

33. Disclosure
requirements
Disclosure is required when there is a
contracted engagement.
A contracted engagement can be anything
verbal, an email, digital or other document
that describes an engagement between an
influencer and a
client/brand/agency/platform
Engagements are not just just financial –
can include anything of value – discounts,
experiences, product and merchandise etc.

34. Disclosure guidelines:
No control gifted
If product is given and there is no ‘control’
over the content or no payment the
recommendation is to still disclose the gift.
• Include a #freegift hashtag or call out. For
best practice we also recommend #ad
hashtag or AD disclosure.
• This should also be included in any reviews
that are written for the brand.
Source: FTC

35. Disclosure Guidelines
• Use platform disclosure tools as first preference
• AD or #AD if disclosing
• Most be clearly visible and distinguishable (no
abbreviations)
• Can use additional hashtags #ambassador
#brandpartner
• Video: superimpose the disclosure over the video
and not just uploaded in the description.
• Stories: Include in the start and end frame of a story
• Live Stream: If making an endorsement in a live
stream, the disclosure should be repeated
periodically so viewers who only see part of the
stream will get the disclosure.

36. • Rigorous
vetting
process of
influencers
up front
1
Simple steps brands can take
to protect themselves
• Build disclosure
and compliance
into the
contract and
influencer
agreements
2
• Have a robust
internal
compliance
process
3
• Check content
before
publication with
trained or a
moderation
process if the
content will be
posted
organically
4
• If working
with agencies
ask for their
process
5

37. Influencer contracts
1. Contract Parties
2. Content Requirements
3. Content Timing
4. Content Duration
5. Term of Agreement
6. Disclosure Requirements
7. Exclusivity and exclusivity
period
8. Media Usage Rights and
period
9. Content amplification
agreement
10. Payment and Payment
Terms
11. Tax declaration
12. Dispute Resolution
13. Confidentiality
14. Indemnity

38. Measurement of
Influence campaigns
and influencer ROI

39. CONTENT
• Posts/content outputs
VISABILITY
• Reach (AU Audiences)
• Impressions
• Views
ENGAGEMENT
• Engagements/ER
• Clicks/saves
• Traffic (web/social)
REVENUE
• Sales/loyalty
Performance
Measurement and ROI
• Cost per Post (CPP)
• Cost per Thousand
Impressions (CPM)
• Cost per View (CPV)
• Cost per Engagement
(CPE)
• Cost per Click (CPC)
Compared to industry
benchmarks
Influence impact higher
for organic posts than
amplified media (3 X)
Spend Efficiency
• Earned Media Value
(EMV)
• Equivalent cost of
creating content
Cost Equivalency

40. 40
Best in class technology

41. Customer stickiness
“72% of brands actively engaged
in influencer marketing believe
that the quality of customers
from influencer marketing
campaigns is better than other
marketing types”.

42. Influence planning
in action

43. Large scale
word of
mouth and
trial with
nano
influencers
building
persuasive
messages
SOUPER TRIAL
Social Soup: the house of integrated
influence
Strong ties of
social networks
trial and sharing
products in
shared
experiences
NETWORKER
Trial and review
creation across
all tiers of
influence on
third party
platforms
REVIEW CREW
Micro creators
engaged at
scale with
potent
engagement and
high quality
content
CREATOR CREW
Partner with
the absolute
authority
and expert
creators and
content
amplification
SOUP PRO

44. Social Proof Strategy Canvas
Brand/Product
Messaging Experts
Passion leaders and influencers
What are your customers
influenced by?
Trial
Social Media Platforms
Amplification
E-Commerce Platforms
+ Where can your product be
purchased online?
+ Can you put reviews
Objectives
+ Who are the experts in your
field?
+ Who could you activate?
+ What is your Social Proof
What does your brand need to
influence people eg Reviews | Trial
| Content | Awareness
+ Why are they engaged?
+
+ How do you want to be
portrayed in the market?
+ What are the top 3 things you
want people to say about your
brand?
•
• Do you need to get your
product into peoples hands
• What is the best way to do
that
• Do you have samples
+What social channels are most
important for your brand/
product
+ What UGC can you repurpose
on your channels?
+ How will you extend to
reach of your social proof?
Target Market
+ Who is the consumer that will
be best be suited to your brand?
Who are your advocates
Review Platforms
+ What sites are most relevant to
your category?
+ What review platforms do people
use to research products like yours?
Key KPI’s
+ How will you measure
success?
What influences your customers Brand Matching Criteria
+Archetype?
+What are your core brand values
Content Style
• Style
Who are the influencers?
Platforms
+Instagram, Tik Tok,
Pinterest etc
Tiers
+Nano, Micro,
Macro, Mega,
Ambassador,
celebrity
Category
+What key
category suits,
lifestyle etc
Typology
• What type of influence do we
need

45. Social Proof Strategy Canvas
Brand/Product
Messaging Experts
Passion leaders and influencers
What are your customers
influenced by?
Trial
Social Media Platforms
Amplification
E-Commerce Platforms
• Brands own site
• Adore beauty
Objectives
• Dermatologists
• Trialing the product
• Word of mouth and
recommendation from friends
and people in store
• Reviews at point of purchase
• Seeing trends/influencers they
trust using it as part of a
routine
• Results! Seeing how it works to
reduce the risk of upfront cost
• How-to videos
+
Top things
• Through scientific background
and a rich history we are a
product that really works
• Hugh quality ingredients
• Gentle on skin
• An essential part of my
everyday routine
• Launch a new product
• Drive momentum and
awareness
• Generate trial and purchase
• Active skincare product
• Run sample program with
in-store purchase
• nano sampling program
• Instagram launch on brand
channel
• Share influencer content on
brand insta.
• Influencer created how-to
• Leverage partner
dermatologist to do a
YouTube series
• Influencer created how-to
• Amplification from macro
mega influencers from their
own channels
• Amplification from brand
insta
Target Market
• Women 25-45
• Are looking for naturally
derived ingredients
• Prescribe to a more ‘holistic’
approach to their skincare
• Are willing to pay more for
quality
• Are more ‘down to earth’
Review Platforms
• Priceline
• Chemist warehouse
• Product review
Key KPI’s
• Actual Reach
• Number of pieces of high
quality content
• Reviews on priceline
• Widespread trial
Who are the influencers?
Platforms
+Instagram + Youtube
Tiers
• Nano (trial/reviews)
• Micro (content)
• Macro/mega (content and
reach)
Category
+Lifestyle beauty
What influences your customers Brand Matching Criteria
+Sage
+Wisdom, intelligence, expertise,
information, influence
Content style
• Clean earthy
Typology
• Educating and Relating

46. 46
Q&A TIME
STARTING QUESTION:
WHY INFLUENCER MARKETING?

47. Why Influencer Marketing?
• Leveraging the trust
influencers have with
their audiences
• Providing important
social proof for
brands that convinces
and converts
• Advertising isn’t
working anymore and
people aren’t
watching
• People engage with
influencer and user
generated content not
with ads
• Content that shows
products and services
with real people
humanising brands
• High quality content
that can be leveraged
across other
platforms as powerful
social ads
Trust
& social proof
Access
& engagement
Story-telling
& content
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