Neil Henderson from Assembly - How To Run an ROI Positive campaign... and Have the Data to Prove It. Presentation for Under The Influence by Influencer Marketing Hub (https://influencermarketinghub.com)

1. 1
How to Run an ROI Positive Campaign…
and Have the Data to Prove It.
Neil Henderson, CEO & Co-Founder
Under the Influence, November 8th 2017, London

2. 2
#Family #Maira #Business
#Squash #Squash #Squash
#Travel #WannabeSquashPro
#ChihuahuaOwner
Neil Henderson
Assembly CEO & Co-Founder
2949
Total Reach

3. Our Team
3
2nd Fastest Growing
Software Company
Team of 43 in
beautiful Victoria, BC
Redbrick
40+ Million Page Views Over 1 Billion Events Analyzed 1.1 Million “Shifts” Last Month 4 Million Visitors
Products

4. So…What’s Assembly All About?
4
Onboard Influencers
Create Targeted Campaigns
Set Budgets & Milestones
Manage Your Campaign
Leverage White Label Options
Communicate In-App
Pay Your Influencers
Track & Analyze Everything
Review & Approve Content

5. 5 Important Steps in Running an ROI Positive Campaign
5
1) Discovery of Authentic Influence
2) Your Definition of ROI
3) Campaign Creation
4) Tracking
5) Prove ROI! Analytics & Reporting

6. An Influencer’s Perspective - Rad Girls Collective
6

7. Cheryl Collins
Ottawa, Canada
24
Campaign
Invitations
20
Finished
Campaigns
23
Accepted
Campaigns
42k 23k
Instagram Celebrity Influence on In
Clothing Fashion cosmetics
Bobby Hoffman
Los Angeles, USA
45
Campaign
Invitations
34
Finished
Campaigns
34
Accepted
Campaigns
11
Declined
Campaigns
2m 1.9m 104k
Cooking
Facebook & Twitter Videos
Fashion Healthy Food
Andrea Ruiz
Stockholm, Sweden
24
Campaign
Invitations
20
Finished
Campaigns
23
Accepted
Campaigns
1
Declined
Campaigns
985k 2.6k 6.8m
Fitness Great photos Proteins
Crossfit Selfies with products
Gym
Watches
Discovering Influence
7
• Influencer Marketplaces/Networks/Discovery Platforms
• Influencer Marketing Agencies
• Direct Outreach
• Influencer Referrals
• Look Within!
• Mix & Mingle
• Be Approachable
What is your Ideal Customer Profile?
Understand who your brand appeals to, and which influencers they follow
“I love cold emailing because I can go to the brands I love and give
them a clear idea of what I'm looking for and what I can offer. I've
gotten some pretty sweet gigs from sending a cold email. After all, if
you don't ask, you'll never know!”
Rad Girls Collective

8. 8
Defining ROI
ROI = ($ Gain - $ Cost of Influencer Spend) / $ Cost of Influencer Spend
Shift Case Study: 28% ROI = ($6400-$5000)/$5000
Werner and Team’s PDF:
“How to Measure Influencer Marketing ROI”
• Sales
• Lead Submit Forms
• Installs
• Traffic to a Specific Campaign LP
• Increased Follower Count/Reach
• Posts Views/Impressions
• Generation of high quality content
• Campaign Engagement (likes, comments, shares)
What is your ‘return?’ Does your conversion point equate to $?

9. Campaign Creation: Shift Case Study
9
Destination URL
Conversion Goal
Content Creator? Approval?
Creative Type
Milestones
Payment Type
Campaign Brief Checklist
Restrictions? Requirements?
Brand Details
A pain point I encounter is when brands have no idea what they
want. It usually starts like this: I receive an Instagram DM or email
asking to "collaborate." I ask what they have in mind. They respond
with, "Dunno! Let's brainstorm!"
Rad Girls Collective

10. Shift Case Study: Campaign Creatives
10
˜
Medium - Why The…
http://medium.com/why-the-ux-of-using-gmail-is-broken

11. Assembly Tracking
11
Unique Tracking Links1
All influencers, all platforms.
Pixel Script2
Place on page where conversion will fire.
Copyhttp://linki.ly/r/JXeQ2P CopyNicoleFB20Nike
Coupon CodesTracking Links
Facebook
Copyhttp://linki.ly/r/YCbI4L CopyNicoleTw20Nike
Coupon CodesTracking Links
Twitter
Copyhttp://linki.ly/r/REaX6H CopyNicoleBl20Nike
Coupon CodesTracking Links
Blog
Generate Links Add Coupon CodesTracking
Nicole Monnier
Published Posts3
Placement of published posts in platform.
Add Link
Paste link here
Select Social Channel
Add Published Post
Select Add
Facebook
https://www.facebook.com/wyzszaszkolamelanzuu/videos/1435318149829933 Copy
Copyhttps://www.facebook.com/wyzszaszkolamelanzuu/videos/1435158149821990
Twitter
https://twitter.com/flytographer/1349235235/ Copy
Blog
http://www.flytographer.com/blog/how-travel-consultant-finds-the-best-e... Copy
Nicole Monnier
Tracking
Details Requirements Milestones & Budget Tracking
Click here to confirm you would like to include pixel tracking in your
campaign (or leave un-checked if no longer wanted).
Pixel Script
<img src="https://linki.ly/p/Q2wqFLNh.gif?value=19.99" />
Copy Script
You’ve chosen to track sales and conversions by adding a pixel to your site.
You will need to add the following code to on the page where your conversion
will take place.

12. Shift Case Study: Analytics & Reporting
12

13. Shift Case Study: Analytics & Reporting
13

14. Takeaways
14
1 Planning is everything!
2 Ensure all your ‘return’ metrics are trackable!
3
Who are your influencers?
How will you define ROI?
Is your campaign brief ready?
So you can measure and prove ROI.
Build long term influence.
Maintain valuable relationships with influencers on platforms that work.
Cheryl Collins
Ottawa, Canada
24
Campaign
Invitations
20
Finished
Campaigns
23
Accepted
Campaigns
42k 23k
Instagram Celebrity Influence on In
Clothing Fashion cosmetics
Bobby Hoffman
Los Angeles, USA
45
Campaign
Invitations
34
Finished
Campaigns
34
Accepted
Campaigns
11
Declined
Campaigns
2m 1.9m 104k
Cooking
Facebook & Twitter Videos
Fashion Healthy Food
Andrea Ruiz
Stockholm, Sweden
24
Campaign
Invitations
20
Finished
Campaigns
23
Accepted
Campaigns
1
Declined
Campaigns
985k 2.6k 6.8m
Fitness Great photos Proteins
Crossfit Selfies with products
Gym
Watches

15. 15
Stop by our booth for a chance to win the Flytographer
photoshoot of your dreams!
The winner will enjoy a 30 minute shoot (and 15 photos to take home) in
the city of their choice.

16. Thank you!
16
Questions?
Please stop by our booth!