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@Christine920 | @HollyHamann

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

@Christine920 | @HollyHamann | 1
Christine Wilson

Holly Hamann

Christine Wilson has spent more than 15 years working with

Holly has launched six start-ups in the content marketing,

thought leaders and industry influencers in information

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

technology, entertainment, market research, and digital

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

content. MtoM Consulting, was created to help brands engage

recipient, and is a contributing writer for Huffington Post,

with moms in the digital space. Her talent for finding and

Chief Marketer, and other publications. She co-founded

speaking to moms has helped her grow MtoM into a highly

TapInfluence in 2009 and holds a degree in Mathematics and

successful full service digital marketing firm.

Computer Science.
@Christine920 | @HollyHamann | 2
WHAT IS
INFLUENCER
MARKETING?
Partnering with key influencers to cocreate digital content that is engaging
and meaningful to consumers.

@Christine920 | @HollyHamann | 3
MOMS RELY ON PEERS
AND INFLUENCERS
MtoM’s Research- Social Media’s Influence on Moms’ Buying Decisions

@Christine920 | @HollyHamann | 4
STEP 1: IDENTIFYING INFLUENCERS
How 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 | 5
STEP 1: IDENTIFYING INFLUENCERS
How 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 | 6
STEP 2: MANAGING INFLUENCER
RELATIONSHIPS
How 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 | 7
STEP 2: MANAGING INFLUENCER
RELATIONSHIPS
How 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 | 8
TOP REASONS FOR NEGATIVE
EXPERIENCES
23%

Campaign was not well organized
20%

Did not like the product
14%

Not enough compensation

13%

More work than I expected
10%

Readers did not like the campaign

9%

Other
7%

Campaign did not align with content
4%

Didn’t work well with the brand rep.

0

5

10

15

20

25

@Christine920 | @HollyHamann | 9
BRANDS DOING IT RIGHT

@Christine920 | @HollyHamann | 10
STEP 3: OPTIMIZING CONTENT
DISTRIBUTION
How 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
STEP 3: OPTIMIZING CONTENT
DISTRIBUTION
How 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 | 12
STEP: 4 MEASURING
PERFORMANCE
How 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

@Christine920 | @HollyHamann | 13
STEP: 4 MEASURING
PERFORMANCE
How 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 ROI
True media value is more than 5x the initial investment in the influencer program

@Christine920 | @HollyHamann | 15
THANK YOU!!
QUESTIONS?

@Christine920 | @HollyHamann | 16
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!

@Christine920 | @HollyHamann | 17
TAPINFLUENCE
TapInfluence Software is used to
automate the creation, management
and measurement of influencer
marketing programs.

@Christine920 | @HollyHamann | 18

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Best practices for influencer marketing

  • 1. @Christine920 | @HollyHamann ARE YOU DOING INFLUENCER MARKETING ALL WRONG? Presented By Christine Wilson / MtoM Consulting Holly Hamann / TapInfluence @Christine920 | @HollyHamann | 1
  • 2. Christine Wilson Holly Hamann Christine Wilson has spent more than 15 years working with Holly has launched six start-ups in the content marketing, thought leaders and industry influencers in information social media, video and other high-tech industries. She is an technology, entertainment, market research, and digital entrepreneur, public speaker, AMA “Marketer of the Year” content. MtoM Consulting, was created to help brands engage recipient, and is a contributing writer for Huffington Post, with moms in the digital space. Her talent for finding and Chief Marketer, and other publications. She co-founded speaking to moms has helped her grow MtoM into a highly TapInfluence in 2009 and holds a degree in Mathematics and successful full service digital marketing firm. Computer Science. @Christine920 | @HollyHamann | 2
  • 3. WHAT IS INFLUENCER MARKETING? Partnering with key influencers to cocreate digital content that is engaging and meaningful to consumers. @Christine920 | @HollyHamann | 3
  • 4. MOMS RELY ON PEERS AND INFLUENCERS MtoM’s Research- Social Media’s Influence on Moms’ Buying Decisions @Christine920 | @HollyHamann | 4
  • 5. STEP 1: IDENTIFYING INFLUENCERS How 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 | 5
  • 6. STEP 1: IDENTIFYING INFLUENCERS How 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 | 6
  • 7. STEP 2: MANAGING INFLUENCER RELATIONSHIPS How 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 | 7
  • 8. STEP 2: MANAGING INFLUENCER RELATIONSHIPS How 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 | 8
  • 9. TOP REASONS FOR NEGATIVE EXPERIENCES 23% Campaign was not well organized 20% Did not like the product 14% Not enough compensation 13% More work than I expected 10% Readers did not like the campaign 9% Other 7% Campaign did not align with content 4% Didn’t work well with the brand rep. 0 5 10 15 20 25 @Christine920 | @HollyHamann | 9
  • 10. BRANDS DOING IT RIGHT @Christine920 | @HollyHamann | 10
  • 11. STEP 3: OPTIMIZING CONTENT DISTRIBUTION How 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
  • 12. STEP 3: OPTIMIZING CONTENT DISTRIBUTION How 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 | 12
  • 13. STEP: 4 MEASURING PERFORMANCE How 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 @Christine920 | @HollyHamann | 13
  • 14. STEP: 4 MEASURING PERFORMANCE How 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
  • 15. YOU CAN MEASURE ROI True media value is more than 5x the initial investment in the influencer program @Christine920 | @HollyHamann | 15
  • 17. 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! @Christine920 | @HollyHamann | 17
  • 18. TAPINFLUENCE TapInfluence Software is used to automate the creation, management and measurement of influencer marketing programs. @Christine920 | @HollyHamann | 18