influencer marketing: cashing in on pop culture
TRANSCRIPT
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Influencer Marketing:Cashing in on Pop Culture
Sarah KurtenbachPrincipal, Founder – the KB group, LLC
www.theKBgroup.com
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WhatIsInfluencerMarketing?
Influencermarketing isatypeof marketing thatfocusesonusingkeyleaders todriveyourbrand's
messagetothelarger market.
Ratherthan marketingdirectlytoalargegroupofconsumers,youinsteadinspire/hire/pay
influencers togetoutthewordforyou.
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BrandsAreStrugglingTo…
GetPastAdBlockers
KeepUpWithClimbingCPM’sandAdCosts
ConstantlyCreateNewandAppealingContent
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Whatismorepowerful…
Whenapersontalksabouthowgreattheyareorwhenyouhearsomeoneelsetalkabouthowgreatthatare?
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IsInfluencerMarketingaBigDeal?
“GoogleclassifiesInfluencerMarketingasaBreakout;thekeywordisexperiencinggrowthgreaterthan5,000%.”
“TheInfluencergoldrushiscoming.”
“InfluencerMarketingisgrowingfrom$500Millionto$10Billionby2019.”
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9StepsTo:CreateanInfluencerMarketingStrategy
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Step1:KnowYourConsumerandTheir
Interests
Influencerstypicallybuildtheiraudiencearounddifferentchannels,contentinterestsand
categories.
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Step2:OutlineYourCustomers
BuyingJourney
Whatkeymessagesdoyouwanttocommunicateateachstage?
Awareness Consideration Preference Decision/Purchase
Whatcontentwillaconsumerrespondtoateachstage?
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Example:OutlineYourCustomers
BuyingJourney
KeyMessages
Awareness Consideration Preference Decision/Purchase
Content
Makeyourcustomerawarethatyourproduct
doesX
Explainhowyourproduct
doesX
Reinforceandshowclientexamples
Makeiteasyfor
consumerstobuy
SocialPostsSponsorships
CouponseCommerce
BlogsVideos
ClientReviews
SocialPostsDemonstration
Videos
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Step3:SetCampaignsGoalsandKPI’s
VideosViews
orReach:
DirectResponse:
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Step4:EvaluatetheRightInfluencers
andChannels
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Option1:Findmicro-Influencersamongyourfans
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Option2:ResearchHashtagstofindInfluencers
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Option3:DoaGoogleSearchforLocalBloggers
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Option4:PartnerwithanInfluencerCompanyortools
Micro-Influencers
CelebritiesBlendedApproach
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Step5:ReachOuttoYourChosenInfluencers
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WheretoLook
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WhattoAsk
RecentWork
Examples
AudienceInsightsQuote
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Step6:DiscusstheCreativeBrief
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ThreeDifferentWaysInfluencersPartnerwith
Brands
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SponsoredPosts/ProductPlacements
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DocumentinganEventorExperience
LizEswein@newyorkcity
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HostinganEvent/EventAppearance
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MakeSuretoDiscuss:
Hashtags Links
Tagging ProductPlacements
ProductMentions Location
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ProvideGuidelines,but…
AllowFlexibilityandFreedom.
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Step7:Negotiate
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KnowtheFactorsonCosts
AudienceSize
EngagementAudienceDemo
Content
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TwoInfluencerPayment Options:
Products Money
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ProductPaymentExamples
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ProductPaymentExamples
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Step8:SetUpTracking
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TrackingOptions- #1
GoogleAnalytics(UTMCodes)
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TrackingOptions- #2
Bit.ly’s
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TrackingOptions- #3
OfferCodes/SpecificLanding
Pages
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TrackingOptions- #4
Hashtags
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Step9:MeasureSuccess&Performance
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MeasurementCanInclude
Reach(willneedtoget#’sfromInfluencer)
VideoViews
ConversionsGoogleAnalytics
NewSocialFollowers
Engagement Sentiment
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Sarah’sLastThoughts
Negotiateforrightstothecontent
HavetheInfluencergetpeopleintheirnetworktoshare/repostthecontent
Exclusivity…itprobablywon’thappen
FTCCompliance