1. Daniel Schotland, COO
7 Tips for Influencer
Marketing in 2019

2. In this webinar, you will learn…
Tip 1: Make Performance a Must Have
Tip 2: Bigger is Not Always Better
Tip 3: Adopt a Test, Measure, Learn Mindset
Tip 4: Use Influencer to Supercharge Your Paid Media
Strategy
Tip 7: Don’t Forget Shopper
Tip 5: Ensure Your Traffic is Authentic
Tip 6: Always On Wins the Race

3. GUARANTEED
RESULTS
The Linqia Performance Platform
Linqia automates the discovery and engagement of the right set of influencers, qualifies their content for optimal performance
across all media, and delivers guaranteed results backed by 3rd party measurement and attribution
SELF-
LEARNING
PLATFORM

4. Influencer marketing isn’t just a trendy buzzword…
Influencers have more impact on
consumer’s purchasing decisions
than a regular recommendation
Of millennial consumers value peer
endorsement over celebrity
endorsement
Influencer marketing is estimated to
grow exponentially by 2020
70%4X $10B

5. Make Performance a Must Have
Tip 1:

6. Tip 1: Make Performance a Must Have
Establish your
business objective
Find the right
influencers
Align influencer
incentives to drive
performance

7. Here’s Why Performance Matters
Description Pay-for-performance Pay-per-post
Budget $275K $275K
# of Influencers 50 56
Posts 500 200
Videos 15 14
Clicks 16K 2K
Engagement 39K 10K
Impressions 14MM 3.4MM
Tip 1: Make Performance a Must Have
8X
4X
4X

8. Bigger is Not Always Better
Tip 2:

9. Most People Think of Influencers as
Celebrities
Tip 2: Bigger is Not Always Better

10. Nano: < 5K
Micro: 5K - 500K
Macro - 500K+
Celebrity - 1MM+
Tip 2: Bigger is Not Always Better
But Influencers Come in All Shapes and Sizes

11. Here’s Why Micro Matters
Description Micro Influencer Celebrity
Budget $275K $275K
# of Influencers 50 3
Posts 500 12
Videos 15 6
Clicks 16K 1.4K
Engagement 39K 24K
Impressions 14MM 2MM
Tip 2: Bigger is Not Always Better
11X
2X
7X

12. ACTION
Sales
Coupon redemption
Time on site, bounce rate
Video view rate
AUDIENCE
Organic social followers
Unique monthly visitors
ENGAGEMENT
Number of comments, likes, shares
Sentiment analysis
TRAFFIC
Clicks to brand site
CONTENT
Quality & authenticity
Volume & diversity (cross channel)
PURCHASE
INTENT
CONSIDERATION
INTEREST
AWARENESS
Where Micro Really Counts

13. CASE
STUDY
+140% +300% +5%
Amazing Results Delivered for Gerber
Total Impressions Total Engagements Total National Sales Lift
Delivery Goal Delivery Goal Delivery Goal
$10.00
$90.00
$11.00
100
260
150
Sales

14. CASE
STUDY
+32% +20% +37%
Driving Brand Lift for Three Olives
Aided Brand Awareness
Flavor Vodka
Opinion/Favoribility
Flavor Vodka
Purchase Intent
Flavor Vodka
+

15. Adopt a Test, Measure, Learn
Mindset
Tip 3:

16. What Does That Mean?
Extract insights at every stage of your program
Learn from influencer’s nuanced audiences
Bake measurement into every
aspect of the program

17. Q1 Q2 Q3
Use Every Activation as an Opportunity to Optimize
Test which influencers work best Test which content performs the
best
Test which distribution channels are
most impactful

18. Retail Sales Lift Mobile ProximityBrand Lift & Purchase Intent TV Tune-in
Understand True Business Impact

19. Use Influencer to Supercharge
Your Paid Media Strategy
Tip 4:

20. Establish a Qualification Process
Tip 4: Use Influencer to Supercharge Your Paid Media Strategy
Create multiple ad variations
1
Test ads against different audiences
2
Identify the perfect audience + ad pairing
3

21. Programmatic
Display + Video Ads
Paid Social
Social Ads
Distribute your perfect matches to drive efficiency across all mediums
4
Tip 4: Use Influencer to Supercharge Your Paid Media Strategy

22. CASE
STUDY
Making GOODFOODS content great
Facebook Paid Social
Cost Per Engagement
Instagram Paid Social
Engagement Rate
Native Ads
Conversion Rate
LINQIA CONTENT CREATORS
BRAND CREATED CONTENT
$0.02
$0.11
$0.26
$0.45
$0.22
$0.08
3x
BETTER
2x
BETTER
22x
BETTER

23. Think about how much you are
spending today…
Brand Created Content Linqia Influencer Content
SPEND
ENGAGEMENT
CPE
$200,000
154,000
$1.30
462,000
$200,000
$0.43
FACEBOOK PAID SOCIAL CAMPAIGN
You could save over
$133,000

24. Ensure Traffic is Authentic
Tip 5:

25. “As many as 15% of Twitter’s 'users' may be
fake, and up to 60M Facebook accounts
could be automated, or bots.”
SOURCE | “Influencer marketing fraud—how big a problem is it?” 2018, The Drum News
Tip 5: Ensure Traffic is Authentic

26. Tip 5: Ensure Traffic is Authentic
Suzanne
New York, NY
Single, 0 Kids
$100K+ Income
Bachelor’s Degree
Lifestyle
Beauty
Home
Fashion
Travel
Professional
Entertaining Pets
Reach:
62K
Interests:

27. Use third party verification
Tip 5: Ensure Traffic is Authentic
MOAT monitors IVT, engagement, and content effectiveness
trends from a pixel placed on all influencers’ blogs
Instascreener helps ensure the influencers you select for a
program have verified follower and engagement counts

28. Always On Wins the Race
Tip 6:

29. Seasonal Summertime
Messaging
Seasonal Holiday
Messaging
Seasonal St. Patrick’s Day
Messaging
Leverage evergreen and seasonal messaging
Tip 6: Always On Wins the Race
NovJan Apr Jun Aug
Evergreen Messaging Evergreen Messaging

30. Always On Doesn’t Mean Using the Same
Influencers
Tip 6: Always On Wins the Race
Spring Summer Fall

31. Don’t Forget Shopper
Tip 7:

32. 83%
Of moms trust blogs the
most when researching
products online
Millennial Moms Are Concerned Consumers,
Consulting More Online Channels Before Purchase
State social media was a
key influence when
buying products
Of moms are more likely to
purchase a product if an
influencer recommends it
(vs. 53%)
SOURCE Trybe. “Millennial Mom Trends That Will Help Your Brand Thrive.” March, 2017.
78% 48%

33. Impact purchasing decisions through
authentic influencer-generated content
Tip 7: Don’t Forget Shopper
“I scrubbed with hot water, looked for a variety of
sponges or products, but finally just
purchased Viva® Vantage® towels and Clorox®
Cleanup Cleaner + Bleach and I literally watched all
of the stains disappear!”
“I love how easy it is to grab a pack of belVita
Breakfast Biscuits while I am on the go, chasing my
little man around the house, or better yet, when I’m
rushing off to take my oldest to school.”
“I sent my husband to do a quick Target trip for
me to pick up these Mini Babybel cheeses.
They’re a household item for lunches and the
whole family loves to snack on them too!”

34. CASE
STUDY
185% 115% +13%
Delivering Sales at Walmart
Impressions Engagement Sales Lift
Goal Delivery Goal Delivery Goal Sales

35. Shopper moves fast, influencer marketing can
support demand

36. Don’t Forget…
Tip 1: Make Performance a Must Have
Tip 2: Bigger is Not Always Better
Tip 3: Adopt a Test, Measure, Learn Mindset
Tip 4: Use Influencer to Supercharge Your Paid Media
Strategy
Tip 7: Don’t Forget Shopper
Tip 5: Ensure Your Traffic is Authentic
Tip 6: Always On Wins the Race

37. Have more questions? Reach out to us at hello@linqia.com
Thanks for listening! Questions?