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The Rise In Influencer Marketing

The Rise In Influencer

Marketing: How To Integrate Influencers

Into Your Campaigns

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Influencer Marketing is

defined as a using an

individual’s influencer to

amplify your businesses’

message or campaigns.

This can be through a number of mediums.

What Is Influencer Marketing?

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The popularity of

using influencers in

marketing campaigns

has increased rapidly

over the past 18

months. It is now the

fastest growing

customer acquisition

method for digital

marketing.

Why Should I Care About Influencer Marketing?

Statstics From A Study By Influencer Marketing Hub

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Where Are The Influencers?

National Media Regional MediaSocial Media

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Who Are The Influencers?

Infographic From traackr.com

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The Micro Influencer

According to Entreprenueur.com A Micro influencer are

“tastemakers, opinion-shapers and trend-forecasters who generally have between 1,000 and 50,000 followers.

Though this still sounds like a lot, it pales in comparison to those heavy-hitting celebs and (Instagram) "Insta-celebs" out there with followings north of 50 million.

Yet, while micro-influencers' followers are fewer in number, the loyalty and engagement they inspire has been proven to be higher, averaging around 8 percent, compared to 4 percent for those over one million followers.”

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Where Does Influencer Marketing Sit

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How To Find Your Influencers: Relevant Media + LinkedIn

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How To Find Your Influencers: Social Media

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How To Find Your Influencers: Followerwonk

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How To Find Your Influencers: Buzzsumo

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Assessing Your Influencer: Link Building

How do you know if your

target media is worth

earning a link from?By assessing the following:

• Domain authority

• Monthly traffic

• Social media following

• Website/blog interaction

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Assessing Your Influencer: Link Building

Domain authorityDomain authority assesses the backlink profile

of a target website on a scale from 1 to 100.

Backlinks from sites with high DA are more

valuable.

National news outlets

Typical DA of 75+

Regional news outlets

Typical DA 50+

Bloggers

Tend to have lower DA

Typical DA 20+

Trade media

Tend to have a lower DA

Typical DA 20+

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Assessing Your Influencer: Brand Awareness

How many social media outlets do they have?

Is it unique content on each, or is it the same

message pushed out automatically?

What is their engagement like, do they get

retweets, do people comment on their

content?

Does the influencer follow up with replies?

Who else is the influencer working with across

social media? Are they relevant to your

audience?

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Assessing Your Influencer: The Truth

Websites/bloggers may enhance their

stats, especially if there is free

product/sponsorship to be gained.

So, how do you know if they are telling

the truth… Ask yourself what is driving

traffic to their blog?

Is there any interaction on their site?

Do people leave comments?

What is their social media following?

Is it significantly lower than their monthly

traffic?

Do they get any retweets/comments on social media?

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How Much Should I Be Paying An Influencer?Marketers are willing to pay more than £67,000

per video post with a YouTube influencer, rising

to £75,000 for a single Facebook post by a

celebrity influencer, according Rakuten

Marketing’s research.

Brands are also prepared to splash out £53,000

per Snapchat post by a big name influencer.

Far from looking to rein in their spending, 23% of

marketers plan to increase their influencer

spending by 30-50% over the next year.

However, 38% of marketers say they are unable

to tell whether influencer activity actually drives

sales while 86% are unsure how influencers

calculate their fees.

Some will work for product but expect to pay

anywhere from £50 up to six figures depending

on the influencer!

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Working With An Influencer: Goals

SMART Goals : specific,

measurable, attainable, realistic

and time based.

• Website views

• Referral visitors (people who

visit your website through your

influencer’s work)

• Brand buzz on social media

• Social media reach

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Working With An Influencer: Case Study (Deichmann)

Ellie Goulding fronted The Star Collection for

Deichmann Shoes across the European Group

– Deichmann Shoes UK needed to promote

and sell the collection (and celebrity

association) online

Ambassdar contract and assets were provided

by Deichmann Group

Strategy & Implementation provided by

Anicca Digital through the following channels:

SEO/ Content for the website/ online shop

Social media – Facebook and Instagram

@Deichmann_UK

Influencer outreach

Social media – paid and organic

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Working With An Influencer: Case Study (Deichmann)

Blog/Instagram Name Instagram Followers Views/Engagement

Fuller Figure Fuller Bust 148000 19,263 Views, 604 likes

Steffie Lapidge 84900 6177 views, 101 likes

Danie Vanier 85400 7805 views, 489 likes

Pretty Big Butterfiles 16500 1361 views, 71 likes

Emily Jane Williams 11600 153 likes

What Laura Loves 17900 5147 views, 115 likes

Total views : 39,753

Total likes: 5584

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Working With An Influencer: Case Study (Deichmann)

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Working With Influencers: Case Study (Deichmann)

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THANK YOU