A presentation about influencer marketing discussing the following topics: - Introduction about influencer marketing - Types of influencers - How to create a strategy for influencer marketing? - How to track your influencers' campaign? - Influencer negotiation strategies

1. Influencer
Marketing
By: Assim Khalid

2. Agenda
1. Introduction
2. Types of Influencers
3. How to Create a Strategy For influencer marketing?
4. How to Track Your Campaign?
5. Influencer Negotiation Strategies

3. Introduction

4. What is Influencer Marketing?
– Influencer Marketing is like a hybrid of old and new marketing tools, taking the
idea of the celebrity endorsement and placing it into a modern day content-
driven marketing campaign. The main difference is that the results of the
campaign are usually collaborations between brands and influencers.

5. Who are Influencers?
– Influencers, unlike celebrities, can be anywhere. They can be anyone. What
makes them influential is their large followings on the web and social media. An
influencer can be a popular fashion photographer on Instagram, or a well-read
cybersecurity blogger who tweets, or a respected marketing executive on
LinkedIn. Within any industry, there are influential people—you just have to find
them. They are easily recognized by their hundreds of thousands (if not
millions) of followers, and that’s the target audience you’re after.

6. Where can you find an
influencer?
– On any of the social media platforms available:
➢ Facebook
➢ Twitter
➢ Instagram
➢ Snapchat
➢ YouTube
➢ TikTok
➢ LinkedIn
➢ Etc..

7. Types of Influencers

8. Types of Influencers – Per Sector
– Fashion
– Makeup
– Foodies
– Gamers
– Entertainment
– Vloggers
– Travel
– Fitness

9. Types of Influencers – Per
Collaboration
– Product recommendations
– Sponsored posts
– Brand ambassadors
– Guest posts
– Interviews
– Discount codes
– Events

10. Types of Influencers – Per
Followers
– Micro-influencer: between 5,000 – 25,000 followers and a 4% engagement rate.
– Small influencers: between 25,000 y 100,000 followers and a 2.4% engagement rate.
– Big influencers: between 250,000 and 1 million followers and a 1.8% engagement rate.
– Macro-influencer: between 1 and 7 million followers and a 1.6% engagement rate.
– Celebrity: an influencer with more than 7 million followers and an engagement rate of 1.6%.

11. The Larger the Influencer,
the Lower the ROI
– Influencers with 50,000-250,000 followers deliver a 30% better ROI per dollar
spent compared to those with 250k-1M followers, and 20% better ROI than
influencers with 1m+ followers. Put simply, the larger the influencer, the lower
the ROI.
– It is important to note that while the ROI is higher when using smaller
influencers, this ROI does not factor in additional time, management work, or
resources required managing a larger number of smaller influencers.

12. How to Create a Strategy
For influencer marketing?

13. 1. Research
➢ Choose the network you want to focus on first. Demographics vary on each
network.
➢ Know the industry you’re. Beauty and fashion brands shine on Instagram and
YouTube.
➢ Look at the type of influencers you’re interested in and their common rates.

14. 2. Set a Budget and
Determine Compensation
➢ Create your budget based on the influencers you chose.
➢ Make a plan for executing.
➢ Have the time for reviewing your strategy and carefully monitoring your plan.
➢ Always follow up with the influencers as they have other partnerships and need
careful handling.

15. 3. Decide on Goals and
Message
➢ Determine your goal from the campaign and make sure to have a way to track
your progress.
➢ Have a guide for the message you want to deliver without changing the
creativity and uniqueness of each influencer.

16. 4. Find your influencers and
contact them
➢ Another research step about your influencers.
➢ During this research keep in mind the below:
➢ Does the influencer already post about similar things to your service?
➢ Are they legit? (Engagement Ratio)
➢ Have they worked with similar brands before?
➢ Determine how you’ll be reaching out to them. For microinfluencers, you could
reach out directly in a private message on the same platform. For more
established ones, click around their profile and they may list contact
information for business inquiries in their bio.

17. 5. Review and Change Your
Strategy
➢ Even if your influencer campaign is ongoing, you should still have pre-
determined dates where you’ll measure its progress.

18. How to Track Your
Campaign?

19. Ways of Tracking Your
Campaign
➢ Check specific hashtags
➢ Monitor mentions
➢ Give affiliate codes
➢ Tracking links

20. Influencer Negotiation
Strategies

21. 1. Make the First Offer if You
Have the Opportunity
– f you have the chance to make the first offer it becomes an anchor. This sets a
general level for your negotiations which then tend to focus around this anchor.
– If your potential influencer believes they are worth a great deal more than your
anchor offer then there is unlikely to be a successful negotiation anyway, and
you know that there will be little point continuing negotiations with this
particular influencer. Your price range and theirs are so far off that you need to
focus your attention on another cost-effective influencer.

22. 2. Turn Suggestions into
Questions
– If an influencer suggests a rate you believe is too high, you could counter with
one of the following questions. They are likely to come back with a lower
valuation. If they are out of budget mention:
➢ “Is this price negotiable? We have a limited budget.”
➢ “What is the best you can do, so we can agree on a fee today?”

23. 3. NEVER Negotiate your Price
Through Competitive Pricing!
– When an influencer makes an offer to you, never say to them, “I can work with
[name of another influencer] for a cheaper than this”. When you compare
influencers with other influencers, most will immediately be offended.

24. 4. Propose a Deal
– In reality, you may be able to get around price expectations by sweetening your
offer with a non-cash component. If you can, provide them with free products in
exchange for reviews. Also, of course, you could purchase more posts and lower
the rate. e.g. £5,000 for one post or £9,000 for two posts. Alternatively, make
an offer that involves a combination of cash, free products or something else.
But something that sounds appealing to the influencer involved.

25. For Long Term Contracts
– Try to have a deal on a certain KPI with a valuable reward

26. Factors Affecting How Much
You Should Pay an Influencer
– Reach, Platform and Volumes of Genuine Engagement
– The Audience Quality of an Influencer
– The Expertise Level of the Influencer
– The Quality of the Content the Influencer Shares
– How Well an Influencer Fits in With Your Brand
– Earned Media Value of an Influencer’s Posts

27. General Notes
– Generalizing your approach to finding & making use of different
influencers. One size doesn’t fit all influencers: tailor your approach to the
specific influencer
– Simply looking at the popularity of the influencer. Influence does not only mean
popularity, remember that your goal is to elicit a specific action from your
customers

28. Reference
– https://influencermarketinghub.com/
– https://influencity.com/
– https://sproutsocial.com/
– https://pmyb.co.uk