Gone are the days where the term “influencer” applied only to celebrities or early digital pioneers with blogs. Now, lots of people have highly targeted and engaged follower bases. This increased pool of potential influencers brings increased complexity in managing campaigns and monitoring effectiveness. In this session presented at Louisville Digital Association's Digital Crossroads event, Emily Ho of Authentically Social examined the key elements of influencer marketing from both the brand and influencer perspectives. More resources available after 10/26/16 on http://authenticallysocial.com/digitalcrossroads.

1. 1
Naviga&ng the Influencer Marke&ng Landscape
E m i l y H o , @ a u t h e m m i e
RULES OF ENGAGEMENT

2. 2
About Emily Ho
Principal,
Authen2cally Social
Brand and Product
Management Background
Lexington, KY
Social influencer,
body posi2ve fitness
and plus fashion
UK Alum: BA Adver2sing,
MBA, Marke2ng
Writer
R U L E S O F E N G A G E M E N T
As seen in:
Influencer Marke&ng Campaigns with:
authen&callyemmie.com

3. 3
R U L E S O F E N G A G E M E N T
Why Influencer Marke&ng Right Now?
1. Blogger ad networks
dropping
2. Engaged audience
3. Trust and authen:city – ad
fa:gue
4. Ad blocker immunity
5. Original content
6. Improved Tracking

4. 4
Audience
Authen2city
Research
Collabora2on
Content
R U L E S O F E N G A G E M E N T
Influencer Value

5. 5
R U L E S O F E N G A G E M E N T
Influencer Marke&ng Elements
Why are influencers good for this project?
Does this align with a larger campaign?
What is the key ac2on you want their followers to take?
Goals & Objec2ves
Create a distribute brand briefs, talking points, disclosure
standards.
Execute contracts.
Be on hand for ques2ons.
Ac2va2on
Hashtag searches
Influencer networks: TapInfluence, BlogHer, Reelio
PR agencies
Discovery
Tracking links/pixels
Engagement metrics
Cost per engagement
Measurement

6. 6
R U L E S O F E N G A G E M E N T
Types of Influencers
Established personali2es across mul2ple
pla]orms, known for high quality
crea2ve. Followers across channel in
millions.
Top Tier
Great for awareness from a reach
perspec2ve, doesn’t always translate to
direct sales
Celebri2es
Influencers who have cul2vated a
following and whose opinions are trusted
by their followers. More accessible, but
providing good reach. 10k-2MM
Power Middle
Rela2vely small following but well-
regarded in a very specific subject.
Authen2city, engagement, content
quality
Micro-Influencers

7. 7
R U L E S O F E N G A G E M E N T
Influencer Program Types
Gicing
$
$$
$$$
$$$$
$$$$$
Micro Influencers Top Tier,
Celebri2es
Power Middle
Power Middle,
Top Tier
Micro Influencers,
Power Middle
Single pla]orm,
Branded content share
Affiliate,
Mul2 pla]orm
Sponsored original
content, mul2 channel
Ambassadors

8. 8
R U L E S O F E N G A G E M E N T
5 Mistakes of Brands
Focusing on the size1
2
3
4
5
Misalignment with other
ini2a2ves
Product-only asks – spray
and pray
Wai2ng on measurement tools
to begin
Underu2liza2on of evergreen/
original content

9. 9
R U L E S O F E N G A G E M E N T
5 Pet Peeves, as Told By Influencers
Unclear on the ask1
2
3
4
5
Too many restric2ons
Asking avoidance of disclosure
Failure or delay of payment
Lack of communica2on, then
2ght deadlines

10. 10
R U L E S O F E N G A G E M E N T
Future of Influence
1. Fewer celebs, more power
middle and micro
2. Increased focus on disclosure
3. Increased compe::on among
influencers
4. Increased calls for payment
5. Brand direct over agency
6. Improved tracking

11. 11
Slides and resources aWer 10.24.16
at hZp://Authen&callySocial.com/digitalcrossroads
Connect @authemmie on Instagram or Twiker
Facebook: /authen2callyemmie or /authen2callysocial
hkp://linkedin.com/in/emilyjoanho
emily@authen2callysocial.com
QUESTIONS