BOOST SOCIALMEDIA CONTENTANDENGAGEMENT* THROUGHINFLUENCERS

*no matter your industry or audience

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About Your SpeakerEllen R. Gerstein

Director of Digital Content, Pfizer, Inc.

Created and executed over 200 influencer campaigns in healthcare, CPG, technology, F&B, retail, finance, and media.

• Managed influencer campaigns for brands

• Created influencer campaigns at agencies and publishers

• Participated in influencer campaigns as a blogger

ellengerstein

@elleinthecity

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What You’ll Learn Today

• WHY Influencers

• WHAT Influencers

• HOW Influencers

INCLUDING

• Best practices for all phases of your campaigns

• Case studies of successful influencer campaigns

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Public Perception vs…

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My Reality

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WHY Influencers

• We don’t trust big business

• We don’t trust government

• We don’t trust the media

• We don’t trust politicians

• We don’t trust advertising

BOTTOM LINE: Trust is fragile, and we need to take sustained and proactive actions to earn and maintain it with consumers and stakeholders

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Who is more trustworthy?

A Brand? A Human?

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The State of the Influencer Marketplace

• $4.6 billion industry in 2018 in the U.S.

• Expected to grow to approximately $10 billion in 2019

• When brands build trust, customers reward them with loyalty, advocacy and purchase consideration

• 63% of 18-34yo surveyed trust influencers more than brands

• Influencers earn sales, trust, and advocacy

• Buy a product: 58%

• Trust a brand: 40%

• Talk about a brand: 33%

Source: 2019 Edelman Trust Barometer Special Report: “In Brands We Trust”

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WHAT Influencers

There are probably people already talking about your brand that you may not know about.

• Commenting on your social channels• In forums and newsgroups• Mentioning you in posts

Agencies and publishers can do the sourcing and vetting on your behalf.

Don’t forget the power of your own employees!

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Video view thru from paid ads: 56%Cost per 1K views: $16.97Overall engagements: 500K+

World Meningitis Week Facebook Live

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HOW Influencers

1. Begin with the end in mind

Set measureable KPIs for your influencers and your overall campaign.

Make sure your team is in alignment before you kick off your work.

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HOW Influencers

1. Begin with the end in mind

2. Legal: Friend, not Foe

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QUIZ TIME! Which one of these phrases have I NOT heard from Legal?

A. You have to come up with a better name for those things than “Dark Posts.”

B. I need to see the Facebook Live broadcast before it gets posted on the channel.

C. There’s no legal reason, I just don’t think you should have 3 hashtags on that post.

D. There’s no legal reason, I just don’t think you should have used a rubber duckie on that post.

E. I know all about social media – I talked to my 14 year old.

F. I want to help you innovate. Help me help you innovate.

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QUIZ TIME! Which one of these phrases have I NOT heard from Legal?

A. You have to come up with a better name for those things than “Dark Posts.”

B. I need to see the Facebook Live broadcast before it gets posted on the channel.

C. There’s no legal reason, I just don’t think you should have 3 hashtags on that post.

D. There’s no legal reason, I just don’t think you should have used a rubber duckie on that post.

E. I know all about social media – I talked to my 14 year old.

F. I want to help you innovate. Help me help you innovate.

ALL OF THEM! TRICK QUESTION!

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HOW Influencers

1. Begin with the end in mind

2. Legal: Friend, not Foe

3. One size does not fit all

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Ecz-Press Yourself Event

18 attendees1 top-tier influencer

Over 2 MM social impressions

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HOW Influencers

1. Begin with the end in mind

2. Legal: Friend, not Foe

3. One size does not fit all

4. Pay your influencers

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HOW Influencers

1. Begin with the end in mind

2. Legal: Friend, not Foe

3. One size does not fit all

4. Pay your influencers

5. Don’t forget FTC guidelines for disclosure in addition to other disclosures relevant for your industry

https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking

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QUIZ TIME! Which statement is acceptable disclosure?

A. Thank you for your support, Pfizer!

B. I’m thrilled to be sharing this content with you. #spon

C. This post was created in conjunction with Pfizer’s Know Your Numbers initiative. #ad

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QUIZ TIME! Which statement is acceptable disclosure?

A. Thank you for your support, Pfizer!

B. I’m thrilled to be sharing this content with you. #spon

C. This post was created in conjunction with Pfizer’s Know Your Numbers initiative. #ad

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HOW Influencers

1. Begin with the end in mind

2. Legal: Friend, not Foe

3. One size does not fit all

4. Pay your influencers

5. Don’t forget FTC guidelines for disclosure

6. Sharing is caring!

Paid support should be built into influencer contracts.

Employee amplification is also a possibility.

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HOW Influencers

1. Begin with the end in mind

2. Legal: Friend, not Foe

3. One size does not fit all

4. Pay your influencers

5. Don’t forget FTC guidelines for disclosure

6. Sharing is caring!

7. Share successes

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FIN.

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ellengerstein

@elleinthecity