influencers: who, what, why & how much · approach influencers - e-mail/dm/platform analytics...
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influencers:
who, what, why
& how muchPRESENTED BY SAMUEL BEGG
@SAMUELBEGG
Property of Hit With Me PTY LTD. All rights reserved. Not to be used without permission.
Samuel BeggInfluencer & Social Media Strategist
@samuelbegg
/samuelbegg
P R E S E N T A T I O NR U N D O W N
Introductions
Core Definitions
Brand Analysis
Creating A Campaign
Analysing Creator Profiles
Influencer Selection Process
Case Study / Price Guide
Activity
Q&A Portion
influence(noun)The capacity to have an effect on the character,development, or behaviour of someone orsomething, or the effect itself.
[1] Oxford Dictionary
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cause & effect
a campaign return on investment
the power to influence has a
in the form of ...
... for the business
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influencer(noun)a person with the ability to influence potentialbuyers of a product or service by promoting orrecommending the items on social media.
[2] Oxford Dictionary
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Engagement
Personality
Authenticity
Trust
Knowledge
Loyalty
Reliability
Passion
Creativity Honesty
CommunicationConsistency
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brand identity is the face of your business determine your key business goals; your brand identityshould help fulfill them and identify your target audience an influencer campaign should be designed to achieve theabove objectives
your audience
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what does your audience look like?what do you want them to look like?create personas of your target audience ...
your audience
think about ...
generation, gender, profession, hobbies,
interests, music, pop culture, fashion
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Key Business Goals
Brand Identity Brand Image
Influencer Campaign
To generate more sales, to increase brand exposure, to establish
an online presence, to connect with consumers online via social
media, to introduce our brand to the target audience ...
Modern
Innovative
Youthful
Unique
Trendy
Sophisticated
Casual
Simple
Old-school
Stylish
Smart
Genuine
Sporty
Cute
Cool
+ TARGET AUDIENCE
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brand identity is the face of your business who represents your brand identity?
the campaign
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visual and statistical
influencer selection process
the
is
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VISUAL
Aesthetic & Theme
Passion & Hobbies
Quality & Diversification of Content
- Colourful, minimal, simplistic. dark, light
- Do they have a business/creator profile?
- Food, fashion, cars, pets, family
- Camera or smartphone (Content quality)
- Still imagery, Boomerangs, videos, stories, live
- Creativity
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STATISTICAL
Following
Engagement Rate
Conversions
- Nano: < 3k
- Micro: 3k - 100k
- Macro: 100k - 1M
- Mega: 1m+
Likes + Comments / Follower Count x 100 = %
Number of Sales/Follows/Clicks - Cost of
Influencer x 100 = ROI %
[3] Medium
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75K Followers
Micro Influencer (10-100k)
Vibrant, Colourful, Polished Photography Skills
Food Focused Content
Australian Based
"Community Organisation" Category
Indicates they have a Business Profile
and have access to Analytics
Archived and categorised story
collection
Contact details
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the approachhow to create an influencer campaign brief & and how to approach influencers
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When searching influencers always use your desktop computer ...
- Likes on Instagram Desktop are still VISIBLE (For now!)
- Professional creators will have a Creator or Business profile to
access statistics
- You can use an influencer platform and/or direct message/e-mail
the creator
scouting influencers@SAMUELBEGG
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- Use the Instagram #hashtag search function to locate top performing influencers
within your business category / niche / region.
- Use the Instagram geo-location section to locate top performing influencers who
are 'checking in' to locations, events, restaurants, or businesses similar to yours!
- Influencers who acheive the highest post/enagement and reach will often be
located in the 'top posts' category of hashtag and geo-location searches.
- Create a list of these influencers who appear* to be aligned to your brand /
business then move on to the next steps!
how to find influencers
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- Scroll through 50-100 of influencer's most recent followers to identify the type
of accounts they attract.
- Carefully analyse the creator's likes-comment ratio
- Is there consistency? An appropriate average of likes and engagement per post ...
- Do the comments appear generic and/or suspicious?
- Are the comments received only from other influencers? (Engagement groups)
- Remember, there are applications and websites that can generate spam and faux
followers/likes/engagement through bots and idle accounts
warning signs + tips
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- Always request the creator's analytics before beginning the campaign
- Ask them to take a screenshot of the Instagram analytics to identify their average
impressions, reach, and audience. If they do not already, ask them to switch their
profile to a Creator or Business account to access these stats
- Compare analytics by entering their username on socialblade.com, a free
analytics tool designed to tracks social media statistics and analytics
verify growth + activity@SAMUELBEGG
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direct message/e-mail
Approach the influencer with a professional e-mail or direct message on Instagram
- This will generate more interest over a general inquiry
- Use language to entice the influencer rather than ask them to create content
In the initial e-mail, include details about the brand & an exciting proposition for the campaign:
- Include the key requirements, ie. posting timeline and specific content style
- Allow the creator time to respond with/without interest before sending the brief
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direct message/e-mail
If the influencer is interested, send a detailed brief including location, contra/paid,
and other relevant details depending on if it is an event/experience or PR gift
It is recommended to ask the influencer to sign a simple contract to ensure they
adhere to the campaign requirements, this may include how long the post remains
live on their feed, posting timeline, caption requirements, etc.
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influencer platformshow to utilise an influencer platform to launch a campaign
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TRIBE is a self-serve marketplace that connects brands with
influencers to generate word-of-mouth marketing and branded
content at scale, speed, and a fraction of the cost.
The platform has turned traditional Influencer Marketing on its head,
by delivering a library of user-generated content upfront, created to a
brand's specifications.
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case study
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The So Soft Marshmallow Company (@sosoftau) is Australia's largest marshmallow company!
We are Australian made and owned with our factory is based in Delacombe, Victoria.
Our So Soft Noodles, with 4 incredible flavours, have just launched into 1000 Woolworths
stores. Our irresistibly soft mallows are air-puffed to perfection. So whether you’re toasting
them, dunking them, whipping them or smashing them into your mouth - we provide the
lightest, fluffiest, puffiest marshmallows around!
so soft marshmallow co.
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PAID CAMPAIGN ON TRIBE (@SOSOFTAU)
ACCEPTED TRIBE SUBMISSIONS (@SOSOFTAU)
TRIBE RATES & NEGOTIATION @SAMUELBEGG
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TRIBE CAMPAIGN RESULTS
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CONTRA CAMPAIGN @ASICSTENNIS
POST ANALYTICS
checklistKey business goals
Brand identity + Brand image
Target audience
Framework for your content plan (activity)
Influencer research (hashtags, geolocations, competitor accounts)
Approach influencers - e-mail/DM/platform
Analytics Part 1 - Analyse your initial list of influencers (authenticity check)
Send full brief to authentic creators only
Secure contracts and send contra gifts
Send a reminder e-mail to influencers
Receive content/captions for approval, don't be afraid to ask them to re-submit
Publish content - view content on social media, feel free to repost your favourites
Schedule payment
Calculate ROI, identify influencer you wish to work with again in the future (PR List)
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thank you.Questions?
@SAMUELBEGG
Property of Hit With Me PTY LTD. All rights reserved. Not to be used without permission.