Download - #SMBelfast
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Influencer Broadcast:How brands and influencers can work together
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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
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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
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What is an influencer?
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Why do brands work with influencers?
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Why do brands work with influencers?
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Why do brands work with influencers?
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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
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Why do brands work with influencers?
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Why do brands work with influencers?
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Why do brands work with influencers?
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Why do brands work with influencers?
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Why do brands work with influencers?
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How do we identify influencers?
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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
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What do influencers want?
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What do influencers want?Well it’s not all about the money… Exclusive Access
Free Product
Money Can’t Buy Experiences
VIP
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Transparency
Declare using #Ad or #Spos
Be truthful in your content
Provide honest statistics
Consult the PRII, ASA and the ASAI Guidelines
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But…
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But…
“Disingenuous” “Money Grabbing”
“Shallow”
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Influencer Broadcast:How agencies and influencers can work together
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So how?
Reach
Partnership
Compliant
Creativity
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Good Examples (Paid)
Creativity
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Good Examples (Organic)
Creativity
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Bad Examples - Declaration
Creativity
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Bad Examples - Credibility
Creativity
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Final thought
Creativity
90% Marketing budget on influencers
150m views = 40m downloads
21% Growth Year on Year
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Thanks!
Questions?