This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Learn to leverage the power of influencers! We will cover an array of key areas: from types of influencers and payment models to their onboarding, activating, and measuring results. Q&A time at the end.

1. Geno Prussakov
CEO, AM Navigator (marketing management agency)
Chair, Influencer Marketing Days (conference)
888-588-8866 | Washington, DC
www.amnavigator.com
geno@amnavigator.com
Advertiser’s Crash Course in
Influencer Marketing

2. Introduction

3. “Breakout Term”
Source: Google Trends

4. Mass Media Storm

5. Mass Media Storm

6. Facts & Stats
Blog.Tomoson.com March 2015 Influencer Marketing Study

7. Facts & Stats
Blog.Tomoson.com March 2015 Influencer Marketing Study

8. “We've actively decided not to
get involved in influencer
marketing.”
0%

9. Facts & Stats

10. Facts & Stats
ROI vs. EMV

11. ROI (Return on Investment) “measures the amount of return
on an investment relative to the investment’s cost.”
Investopedia.com

12. Source: TapInfluence.com/ROI
Facts & Stats

13. “Sales directly attributable to the positive
(online) word of mouth” surrounding the
iPhone’s launch “outstripped those
attributable to Apple's (own) paid
marketing sixfold.”
A new way to measure word-of-mouth marketing
McKinsey.com
McKinsey Quarterly – April 2010

15. Facts & Stats
Source: TapInfluence.com/ROI

16. “EMV (Earned Media Value) – the dollar value that can be
attributed to publicity, social sharing, and endorsement,
and other unpaid digital media exposure.”
RhythmOne.com

17. Facts & Stats
Source: RhythmOne 2015 Influencer Marketing Benchmarks Report

20. Outline
• Introduction
• Types of Influencers
• Identification & Onboarding
• Influencer Activation
• Measurement
• Conclusion

21. Types of Influencers

22. Type #1
Macro-Influencers

24. Case Study 1
+ 25% MoM

25. Case Study 2
+ 16%

26. Macro-Influencers
o Musicians
o Actors
o Professional athletes
o Business leaders
o “Platform sensations”
“… have developed an elevated status” (on specific social media
platforms) by building a hyper-engaged audience, one that brands
may want to reach through them.”
RhythmOne.com

27. Evaluate based on your primary goals.
What are you trying to achieve?

28. Reach (vs. Engagement)
Instagram Marketing: Does Influencer Size Matter?
Markerly.com, April 2016

30. Type #2
Micro-Influencers

32. The reason:

33. Characteristics of Micro-Influencers
• Non-celebrity
• Expertise
• Passion
• Fewer than 100k followers
• High rate of engagement
• Capacity to motivate (action)

34. Engagement / Followers

35. Definition
Micro-influencer – a non-celebrity individual who
influences a relatively small but highly-engaged
follower base.

36. Examples
• Instagram reviewer
• Kayak fishing fan on YouTube
• Photographer blogger
• Thought leader / “Brandvidual”

37. Brandvidual
a) Focused on developing their personal brand
b) Creates content based on intelligence, experimentation, observation

38. Advantages
 Deep audience engagement
 Better approachability
 Lower costs
 Long-term relationships potential
 Better flexibility
 High conversion potential

39. “For $25,000, you can activate several micro-influencers within
your chosen verticals and get in front of roughly 5 million
combined followers. That same amount will barely get you in
the door with a celebrity.”
Why You Should Think ‘Micro’ When Planning Your Next Influencer Campaign
Sarah Ware, TheHuffingtonPost.com, April 15, 2016

40. Type #3
Brand Advocates

41. 83% of consumers trust
recommendations from
people they know above all
other forms of advertising.
Global Trust in Advertising 2015 report by Nielsen

42. Definition
Brand advocates “are a different breed of
consumers” – they are happy to “evangelize their
favorite brands and products.” And they do it
“without cash or coupons, payments or perks.”
Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force by Rob Fuggetta

43. Characteristics of Brand Advocates
 Product fans
 Happy to tell others
 Do not require incentives

44. 5 Techniques to Identify Advocates
I. Ask “The Ultimate Question”

45. 5 Techniques to Identify Advocates
I. Ask “The Ultimate Question”
II. Contact repeat customers
III. Employ social listening
IV. Monitor online reviews
V. Turn to fans and followers

46. 3 Ways to Support Advocates
I. Advocate Communities

49. 3 Ways to Support Advocates
I. Advocate Communities
II. Inside Information

50. 3 Ways to Support Advocates
I. Advocate Communities
II. Inside Information
III. Spotlighting Them

51. Advocacy is always:
a) strategic/ongoing
b) earned

52. Identification
and Onboarding

53. Principles of Identification

54. Key Criteria
i. Audience Resonance
ii. Audience Engagement
iii. Lack of Brand Contradiction

55. The Influence Formula
Reach × Brand Affinity × Relationship with Followers
____________________________________________
INFLUENCE
The Explosive Growth Of Influencer Marketing And What It Means For You
Kyle Wong
Forbes.com, September 10, 2014

56. Influencers’ Role in the Marketing Funnel
Razorfish Social Media Influence Marketing Report, 2009

57. • shorten the sales cycle
• amplify other marketing

58. Tools to Consider

60. tracking

61. 2 archetypes
databasesinfluencer networks

62. Influencer Databases

63. Definition
Influencer databases are structured sets of data
regarding publishers of digital content.

66. Influencer Databases
 Platform-specific
 Holistic (cross-platform)

67. Influencer Databases (Examples)
 Little Bird (for Twitter)
 Inkybee (bloggers and Twitter)
 GroupHigh (bloggers and their social imprint)

68. Influencer Networks

69. Definition
Influencer networks are networks of opted-in
influencers, who have been vetted by the network.

70. Common Functionalities

71. Influencer Networks (Examples)
 Whalar (for Instagram)
 Grapevine (for YouTube and Instagram)
 BlogMint (bloggers)
 FameBit* (cross-platform)
 TapInfluence (cross-platform)
* Acquired by Google on October 11, 2016

72. Influencer Networks
…can be vertical-specific
 Health & Wellness (e.g. Wellness Amplified)
 Fashion & Lifestyle (e.g. Shopping Links)
 Travel (e.g. iAmbassador)
 Outdoors (e.g. GravityFed)

73. Conclusion

75. Influencer Activation

76. Principles of Activation

77. 3 Facets
I. Definition (of activation)
II. Setting incentives in place
III. Consistency

78. I. Define Activation
Examples:
• Mention on social media
• Review within content
• Traffic referral
• Conversion(s)

79. II. Set Suitable Incentives
TransactionalRelational

80. 1.Transactional Incentives
Examples:
• Cash payment
• Free product
• Recurring payments tied to consumer actions

81. 2. Relational Incentives
Examples:
• VIP Treatment
• Event invite
• Sneak peek
• New product trial

82. III. Stay Consistent

83. Conclusion
(We must have) a clear, unbiased
understanding of the situation at hand, deep
insights into the vagaries of human nature,
the establishment of appropriate and
reasonable expectations and goals, and the
constructions of a balanced set of
incentives.
Bronwyn Fryer, “Moving Mountains”
(Harvard Business Review on Motivating People, 2003)

84. III. Stay Consistent
1. Start with the truth
2. Appeal to greatness
3. Make them proud
4. Provide constant and consistent communication channel
5. Build trust
6. Care for the little guy
7. Set different incentive levels
Bronwyn Fryer, “Moving Mountains”
(Harvard Business Review on Motivating People, 2003)

85. Activation in Action

86. 3 Phases
I. Pre-activation
II. Activation
III. Post-activation

87. I. Pre-Activation

88. I. Pre-Activation
Source: GroupHigh
Compensating Influencers While Maintaining Trust, 2015

89. Consider:
Influencer type
Relationship with brand

90. II. Activation
i. Back them up
ii. Equip them

91. Equip with…
o Customer demographics
o Content about product
o Lists of bestsellers
o Keywords
o Testimonials
o Videos

92. III. Post-Activation
Support them via:
• Social media
• Guest blog posts
• Feature them in your own marketing

93. The majority of influencers are motivated when brands help
them boost their image and grow their audience.
It’s a “win-win” situation!

94. Measuring
Influencer Marketing

95. “Measurement is the first step to control & improvement. If you can’t
measure something, you can’t understand it. If you can’t understand
it, you can’t control it. If you can’t control it, you can’t improve it.”
— H. James Harrington

96. Measurement Problem?

97. …or blurry goals?

99. Customer Journey (AIDA)
Awareness
Interest
Desire
Action

100. Marketing Funnel
Awareness
Consideration
Action

102. Awareness KPIs
 Views/Reach
 New followers
 Re-posts
 Likes
 Traffic
 New links

103. Consideration KPIs
 Views of specific pages
 Email submissions
 Free trial/demo request
 Items in cart
 Searches
 Comments
 Social sharing
 Newsletter sign-ups

104. Action KPIs
 Revenue
 ROI
 Conversion
 New v. Returning
 Average Order Value
 Lifetime Customer
Value

106. In Conclusion…

108. Thank You! Q&A Time