the rise of influencer marketing · influencer marketing the marketer’s mantra has always been to...
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THE RISE OF
INFLUENCER MARKETING
©August United, LLC.–2016–
Proprietary & Confidential
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TYLER FARNSWORTH
@TYLERFARNSWORTH
#DOWNTOWNTEMPE
GENERAL MANAGER, AUGUST UNITED
#
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MAJOR KEY
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YEAH INFLUENCER MARKETING!
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WHAT IS INFLUENCERMARKETING?
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INFLUENCER:One that has an ability to affect the thoughts, opinions, and behaviors of others.
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NOISE
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INFLUENCER MARKETING
The marketer’s mantra has always been to reach the right audience with the right message at the right time.
In today’s marketing landscape, we could also add that we need to use the right device and the right distribution channel.
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$420 Million
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SO…WHO IS AN INFLUENCER?
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Meet Ashley
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Ashley LemieuxThe Shine Project
From: Phoenix, ArizonaPassion: Charity, Fashion and Fitness
Fostered a community of over 120kfollowers through authentically
sharing her life stories and passions on social media.
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Ashley LemieuxInstagram Reach: 121K
Lauren BowyerInstagram Reach: 12.5K
Becki CrosbyInstagram Reach: 52K
Erica CardenasInstagram Reach: 1K
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Real stories. Real experiences. Real recommendations.
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What can influencers
provide?
ü Trust
ü Authentic consumer experience
ü More reach
ü Better, faster, cheaper content
ü Ability to share content with their
targeted audience
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It isn’t all about reach.
REACH
RELEVANCE RESONANCE
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Celebrities & Youtube
Stars
Journalists & Media
Orgs
Professional Digital
Influencers
Micro-Influencers
Spectrum of Influencers
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Begin to build relationship with influencers to build community
Continue relationship with community of influencers
Activate influencers from community that align with
larger campaigns
Influencers begin to partner with organization to produce content
and reach new audiences
Develop influencer marketing strategy
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SILVER BULLETNOT A
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Price Product Place Promotion
Digital Media
Strategy
Social Media
Strategy
Content Strategy
InfluencerStrategy
EmailStrategy
Traditional Media
Strategy
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✓Access to new audiences
✓Increased awareness of event and cause
✓Increased attendance and donations
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15 Influencers 100,000+ Followers
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PUTTING ITIN PRACTICE
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1 DEFINE YOUR STRATEGY
GoalsBudgetSet Measurement Prep Brief
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INCENTIVES
Cash CompensationInfluencers may require cash incentives. Cash incentives should be included in the budget for relevant activations. To give perspective, professional influencers can command from $250 - $25,000 for a brand partnership.
Branded Incentives Branded incentives are a perfect match for your most loyal of supporters. Examples can include swag items, early access to new information, custom and exclusive branded items.
Exclusive Experiences Invitations to special events or experiences are very powerful incentives and may be leveraged for high profile celebrity and professional digital influencers.
Brand RecognitionWhen appropriate publically recognize influencers through owned channels. Brand recognition is one of the most cost effective yet impactful forms of
incentive.
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MEASUREMENT
Quantity of Influencer Placements
Quantity of Original Content Created
Estimated Impressions
User Engagement & Brand Mentions
Growth of Owned Properties
Conversions
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2 IDENTIFY INFLUENCERS
Google / Social Search – Hashtags, Location tags
Partner/Agency networks:
Current fans, followers, email subscribers, loyal customersConsider: Niche, Platform, Audience, Engagement Rate, Quantity of Sponsored Posts, Audience Reception to sponsored posts, Content Quality
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3 CONDUCT OUTREACH
Intro email – Make it personal
Phone calls / Video calls
Warm referrals
Send the brief
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4 PREP AND LAUNCH
Influencer Agreements
Disclosure Reminder
Set Measurement Benchmarks
Integration with supporting marketing
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5 MANAGE, MEASURE, REPEAT
Support
Review – Check for accuracy, fulfillment of requirements, disclosures
Keep the momentum going
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1
RUNNING AN INFLUENCER CAMPAIGN
2
3
4
5
Define your strategy
Identify influencers
Conduct outreach
Prep and launch
Manage, measure, repeat
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QUESTIONS?
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ONWARD
©August United, LLC.–2016–
Proprietary & Confidential
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www.augustunited.com
August United741 S Mill Avenue
Suite 120
Tempe, AZ 85281
Tyler Farnsworth, General Manager
480. 255.3198