#smbelfast

Influencer Broadcast:How brands and influencers can work together

About Me

• Creative Director New/Slang • 4 years working in agencies • Course Consultant for Digital

Marketing Institute • Member of IAB Social Media

Council

Say hello @seanearley / @newslangIE

About New/Slang

• Only two years old • Won 11 Industry Awards since

October 2014 • Clients such as Lidl, HB, Lyons • Team of 12

Say howiya @NewSlangIE

What is an influencer?

Why do brands work with influencers?

Why do brands work with influencers?

Why do brands work with influencers?

What is an influencer?

• 22m Instagram Followers • €30,000 per post • 1% relevance

• 20,000 Twitter Followers • €200 per post • 100% relevance

Influence is RELATIVE

Why do brands work with influencers?

Why do brands work with influencers?

Why do brands work with influencers?

Why do brands work with influencers?

Why do brands work with influencers?

How do we identify influencers?

What do brands want?

Earned

OwnedPaid

Brand

Social media engagements, recommendations, reviews,

blogposts

Social media take overs, brand

ambassadorships

Content creation

partnerships, attendance at

events

What do influencers want?

What do influencers want?Well it’s not all about the money… Exclusive Access

Free Product

Money Can’t Buy Experiences

VIP

Transparency

Declare using #Ad or #Spos

Be truthful in your content

Provide honest statistics

Consult the PRII, ASA and the ASAI Guidelines

But…

But…

“Disingenuous” “Money Grabbing”

“Shallow”

Influencer Broadcast:How agencies and influencers can work together

So how?

Reach

Partnership

Compliant

Creativity

Good Examples (Paid)

Creativity

Good Examples (Organic)

Creativity

Bad Examples - Declaration

Creativity

Bad Examples - Credibility

Creativity

Final thought

Creativity

90% Marketing budget on influencers

150m views = 40m downloads

21% Growth Year on Year

Thanks!

Questions?