keys to success: measuring influencer campaigns
TRANSCRIPT
KEYS TO SUCCESS: MEASURINGAND OPTIMIZING CAMPAIGNS
Presented By: Jenneva Vargas
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If you are leveraging social media campaigns, you should consider influencer
marketing campaigns.
81% 68%
USING
INFLUENCER MARKETING
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Most popular sources of content
70% 69%
54% of those
surveyed from
America say they
always or frequently
pay their influencers.
54%
INFLUENCER MARKETING
USES AND STATISTICS
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WHAT DOES
SUCCESS LOOK LIKE?
Are you
trying to increase
sales / leads?
Do you want to increase
signups to your email
list?
Are you actively trying
to establish partner
relationships?
Are you wanting
to increase brand
visibility?
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GOAL
SETTING
Generating 20% more
revenue from the increase in
followers and awareness
Generating $15K in sales for a
product three months after
launch
Increasing
conversion rate to select
products
Increasing amount of strategic
partnerships from increased
brand visibility
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KPIs
TO WATCH
Impressions Engagement Direct and Referral traffic Share of voice
Links Click ROI
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POTENTIAL OF
INFLUENCER MARKETING
On average they were receiving a staggering
$6.50 return for every $1 invested.
$6.50 $1
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FORMULA
FOR ROI
Revenue / Total Cost of Influencer marketing * 100
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DEEP DIVE :
AWARENESS
KPIs around this include:
Impressions
Branded Searches
Direct Traffic
Followers
Sentiment
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DEEP DIVE :
INCREASE REVENUE
Leads/Purchases
% Quality
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DEEP DIVE :
CONTENT CREATION
KPIs around this include:
Impressions
Interaction Rate
Followers
Links
IF CONTENT IS KING
DATA IS QUEEN
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GETTING DATA FROM
YOUR INFLUENCER CAMPAIGN
Setting up Goals in Google Analytics
UTM Tagging / Trackable Links
Traffic Data
% of Quality Leads / Revenue
# tracking
Promo Codes
Audience Poll
WHAT ATTRIBUTION MODEL DO YOU USE?
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IDENTIFYING EFFECTIVENESS
OF YOUR CAMPAIGN
First
Touch
Lead/
Conversion
#Pubcon @jenneva26
IDENTIFYING EFFECTIVENESS
OF YOUR CAMPAIGN
First
Touch
Lead/
Conversion
#Pubcon @jenneva26
IDENTIFYING EFFECTIVENESS
OF YOUR CAMPAIGN
First
Touch
Lead/
Conversion
#Pubcon @jenneva26
IDENTIFYING EFFECTIVENESS
OF YOUR CAMPAIGN
First
Touch
Lead/
Conversion
#Pubcon @jenneva26
IDENTIFYING EFFECTIVENESS
OF YOUR CAMPAIGN
First
Touch
Lead/
Conversion
#Pubcon @jenneva26
IDENTIFYING EFFECTIVENESS
OF YOUR CAMPAIGN
#Pubcon @jenneva26
IDENTIFYING EFFECTIVENESS
OF YOUR CAMPAIGN
THANK YOUQuestions?
@jenneva26
linkedin.com/in/jenneva/