Influencer Marketing Workshop - Social Jack - Social Media Strategy Summit (SMSS)

SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack
Tuesday, April 24, 2018
Influencer Marketing Workshop
How to Engage and Manage Influencers for
Your Next Marketing Campaign
#GotInfluence @GetSocialJack @CaitHassett @JacksonDeLisle

How to Use LinkedIn for New
Business Development
How to Engage and Manage
Influencers
• Began her marketing journey after entering an
“American Idol” type contest for radio personalities.
• Managed event and Influencer Marketing
campaigns for other companies, such Wild
Adventures Theme Park, owned by Herschend
Family Entertainment in Atlanta.
• Influence Marketing Manager for the Social Jack™
Team
• Responsible for coaching and training over 100,000
professionals on their Social Jack Platform in
Influencer Marketing, Social Selling, Social Media
Marketing, and executing successful events.
Cait Hassett
Your Instructor and Coach

Influencers
Paired Share for
Accelerated Learning:
Introduce Yourself to a Partner
• Why are you here?
• What do you want to learn?
• What do you plan to accomplish?

Influencers
What is Influencer Marketing?
Influencer Marketing is a very simple notion: a brand using the Influence of an
individual to increase awareness or sales of its products.
Most common examples: celebrity endorsements or sports sponsorship; campaigns
that take place offline, via traditional media. Facebook is the most influential social
channel: 19% of consumer purchase decisions are influenced by Facebook posts.
Source: Brandwatch.com

Influencer Development
Are You a Business Influencer?
Influencers
Two Types of Influencers
Micro Influencers
• ‘Normal’ people
• Less than 10,000 followers
• Often ‘apply’ to become an
Influencer through
platforms such as Tribe
• Business Credibility Drive
(B2B) – Experts
Macro Influencers
• Famous
• Household names
• Celebrities who have tens of
thousands of followers
• Consumer Driven (B2C)
Source: Social Media Today

Influencers
Pros and Cons of Micro Influencers
Pros
• Authentic
• Cheap (On average, a Micro
Influencer costs around
$180 per post on Instagram)
• Campaigns are easy to
execute (online platforms
such as Takumi.com and
Tribegroup.co)
• More targeted audiences
Cons
• Limited reach
• Capped visibility (most
influencer platforms setting
a 10k follower limit, the
visibility and reach of
content is capped)

Influencers
Micro Influencers, on average, receive
0.10% higher engagement rates than
Macro Influencers
Source: Hubspot

Influencers
Case Study: La Croix
La Croix Sparkling Water started using Micro
Influencers to promote its brand primarily
on social media marketing, especially by
millennials. La Croix identifies micro-
influencers on Instagram and asks them to
share product awareness posts. It finds
micro-influencers by searching branded
hashtags, such as #LiveLaCroix, and when
users tag the brand on Instagram.
It specifically targets profiles with lower
follower counts to maintain a feeling of
authentic "realness" that appeals to millennial
Instagram users. Then, La Croix reaches out
to them with product vouchers or other offers
to post pictures with the sparkling water. Source: Hubspot

Influencers
Design Your Dream Influencer Marketing Campaign

Influencers
Paired Share for
• Share your dream Influencer
Marketing campaign with
your partner.
• Ask each other questions

Influencers
Determine Your Goals
To set up a successful Influencer marketing campaign, you
need to do three things:
• Identify your target audience
• Set your budget
• Establish Key Performance
Indicators (KPIs).

Influencers
Key Performance Indicators:
• Audience reach
• Impressions
• Views
• Engagement
• Click-throughs
• Increase in followers
• Sales = $$

Influencers
Choosing the Right Social Media Channels:
Consider Your End Goals
• Different platforms are used to reach different audiences and
demographics
• Choosing the right social media channel will allow you to target
your specific group of customers.
• Consider the type of engagement you want to achieve
• Keep this in mind when looking for/choosing an Influencer

Influencers
Lots of
Micro
Influencers,
Millenials,
Fitness
Business
Professionals
YouTube
Kids

Influencers
ICYMI: In a survey of over 400 micro Influencers,
it was reported that 58% said the most
requested channel for advertising brands this
year has been Instagram

Influencers
Identifying the Right Influencer for Your Brand
• Do Your Research! This person is representing our brand
• Check out all their Social Media platforms
• Discuss topics that could undermine the value of your products
or services
• Ensure they are polite, articulate, write well-researched posts
• Don’t base decisions solely on followers- include Influencers
who will not charge thousands for posts and will let you have
multiple Influencers on campaign

Influencers
Influencer Checklist – Questions to Ask
• What are your goals?
• Are you already a fan of the brand?
• What kind of content do you love to produce?
• Are you working with any other brands or plan to?
(Competitors?)
• Do you offer ”takeovers” of your accounts?
• What is the approval policy for the content you create?

Influencers
Influencer Scoring Worksheet

Influencers
Paired Share for
• Think of an Influencer
• Practice scoring
• Share with your partner

Influencers
Establish Influencer Agreement
• Standard agreement of terms
• Timelines of the campaign
• Deliverables. What precisely is the Influencer expected to do as
part of this contract?
• Cancellation clauses Collateral details
• Confidentiality and Exclusivity
• Any approval process
• Compensation
• Payment Terms

Influencers
Establish Influencer Agreement

Influencers
Choosing an Influencer
• Score them
• Do a hashtag search to find out who is already posting about
your brand or trend (attach to influencer to attach to trend)
• Do keyword research
• Use an influencer marketing tool [list examples]
• Ask others for recommendations
• Don’t forget to ask the Influencer to show any positive past
results they have for similar work. This helps you both see their
success and be sure that they are able to communicate

Influencers
Remember that you are not building an infomercial with a celebrity telling your
audience to buy your products. Instead of listing all the benefits your audience
will gain from buying your service or products, make sure your Influencer
generates organic posts that make it obvious and relevant to your consumers.
Pro-Tip1: Your company might want to consider investing in business
development of your CEO's online presence and helping them to become a
Influencer. Business Influencers are often writers, keynote speakers or experts
who have PR teams to ghost write content for these CEOs to make help them
become Influencers.
Pro-Tip2: Support Influencer Development within your organization to convert
advocacy to Influence

Influencers
Paired Share for
• Who are advocates you can
transition into Influencers?

Influencers
Review Content Before Publishing
• Before any posts are published, you need to ensure your
content aligns with your campaign requirements and your
advertising guidelines. Although you must give your Influencer
creative freedom, it is important your review all posts, images,
and videos before they are published.
• Have a chain of communication for approval (Influencer >
Coordinator/Team or Coordinator/Team > Influencer)

Influencers
Social Media Mapping

Influencers
Use Calendar to Help Execute

Influencers
Optimize Content
• To amplify your Influencer Marketing campaign, be sure to
promote posts before and after they are launched. You can
also ask your influencer to promote posts throughout their
social media platforms.
• Use tagging to expand your follower base
• Use hashtagging to identify and connect to trends

Influencers
2-3
7-9
1-2
2-3

Influencers
Optimize Content with Video
Source:
FBFPrime.com

Influencers
Measure Results
• Look back at the KPIs you defined when putting together your campaign
strategy and answer these questions: Have you made progress?
• What have you learned from your audience?
• Which posts are performing the best?
• Which posts are underperforming?
• Use this information to educate your team… again and again!
As with any marketing efforts, you need to make sure that your Influencer
campaign is performing to the best of its ability to deliver ROI

Influencers
Remember:
• Every Influencer is different
• Every campaign is different
• Social Media Marketing changes every 15 seconds

Influencer Marketing for Events

www.MyInfluenceFactory.com

Influencers
Finally….
• Identify and commit to your KPI’s (budget matched to realistic success)
• Use relevant hashtags
• Engage with your Influencer's posts
• Always negotiate pricing
• Ensure your contract includes the period of time your Influencer will work
with you.
There are five musts to a successful Influencer Marketing
campaign and these are:

Influencers
By using the steps we covered today to execute your
Influencer Marketing campaign you will be able to
create a deeper connection to your audience, helping
you build on your brand’s visibility, enhance your
product and service awareness, and communicate
with your audience in a more natural and effective
way.
Source: Brandwatch

Influencers
Over 300 classes
in everything from
Social Selling to
Influencer
Marketing
Enjoy 90 days of
free access by
using Promo code
SJ90PRO
www.SocialJack.com

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Influencer Marketing Workshop - Social Jack - Social Media Strategy Summit (SMSS)

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