The Standout Effect of Working Well with Others, Jamie Simoni, Social Fresh Conference 2015.

1. The Stand Out
Effect of
Working Well
with Influencers
Presented by @JamieSimoni from @AEO

2. Do you need to work with
influencers?

4. Why?
• Credibility
• Reach
• Content
• Engagement
• Influence Purchase

5. Identifying Influencers
• Agencies
o Niche
o Socialyte
o Collective Digital
Studio
• Searching
o Google
o Brand Mentions on Social
Media
o Users tagging you on Social
Media or using your
branded #
• Directories/Services
o Fohr Card
o CrowdTap
o PopularPays
• Brand Advocates
o Power Reviewers
o Best Customers
o Loyal fans and followers

6. Searching:#AEOSTYLE
Ambassadors

8. Directory: Racquel
Natasha

9. Choose Influencers Based
on Your Goals
• Engagement – make sure their audience is highly
engaged with their content
• Reach – choose someone with a large following
• Content – work with someone that creates great
pieces of content that your audience will love
• Credibility – choose someone viewed as a
tastemaker or expert in your industry

10. Lessons Learned from
Identifying Influencers
• Make sure you do a deep dive into the quality and
consistency of their content
• Look at the content of their social posts – make sure
nothing is controversial
• Quantity (followers) doesn’t always trump quality
(content)
• Evaluate their metrics – following, engagement, etc.

11. How to Build an
Influencer Campaign
• Benefits to the influencer should reflect your
strategy
o Short term engagement with free product
o Build a long term relationship making them a true partner for your brand
• Outline EVERYTHING in a legal agreement
o Dates relationship is active
o Number of social posts and on which platforms
o Dates of the social posts
o Usage rights for other marketing (email, in store, website, advertising, etc)
o Content delivery timelines
o FTC Disclosures
o Payment and terms of payment

12. How to Measure Success
• Engagement
o Likes, Comments, Shares
• Video views
o Video Completions, Plays, View counts, Vine Loops
• Traffic to your website
o Direct traffic from links used in posts, Referral traffic
• Sales increase of products featured
o Uptick in products featured, Did anything sell out?

13. American Beagle
Outfitters

16. Other Influencers Joined
in the Fun

19. Why Was ABO
Successful?
• Reach
o Over 32 Million
• Engagement
o 101K likes and 30K Revines on Brittany Furlan’s
Vine
• Video Views
o Brittany Furlan’s Vine had over 3.8M loops

20. No budget? No Problem!

21. Harry’s

22. University of Arizona

23. Test a Campaign!
• Find a few influencers that will work for your brand
• Set tangible goals
• Evaluate how the campaign performed and use
those learnings to do another campaign
Test and Learn!