Course: Influencer Marketing Strategy
Modules:
Video welcome to this Influencer Marketing Strategy course., Avinash Kaushik points out an ugly truth, Creating remarkable content is critical, Interest in influencer marketing is spiking, Definition of influencer marketing; “Influencer marketing is the next big thing”, What is the value of influencer marketing?; How do you improve the odds of success?, Challenges when engaging influencers, Fewer journalists are the right influencers; Identifying the right influencers is hard, Some engagement tactics may not work; Some engagement tactics only work once, Measurement is key to bigger budgets; Measure key performance indicators (KPIs), Can influencer marketing be automated?, Measuring ROI vs. ROMI, Tracking influence vs. custom campaigns; Influencer discovery vs. identification, Vetting influencers vs. letting go of control; Can influencer marketing be automated?
The hypodermic needle model, Model ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders, Creating content worth sharing is the key; Creating content worth sharing for NACA; Created a compelling documentary; Influencers got a link to the documentary; NACA got 360,000 participants in 8 cities, Video content is more influential than text; Emotional ads drive business results, Which emotions did people feel?; Did the ads make people smile?; Did the ads change people’s hearts and minds?; and Did the ads made the cash register ring?, Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration, Influencers tell GE’s story in their own voices; The Slow Mo Guys break down GE science; Creator-in-Residence demystifies geeky topics; Sponsored video content; GE is now sponsoring 150 social videos, Artist created paper airplane with GE engines; GE is creating and sponsoring video content
How to identify the right influencers; Don’t become the tool of your tools, Use BuzzSumo to find the most shared content; It also shows you what isn’t being shared; Find influencers with topic in their Twitter bios; See what content an influencer shares, BuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines, Expert reflections on the research, Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area, Identifying influencers for Recipe.com; We used Traackr to find and rank influencers, Keywords defined relevant conversations, Keywords defined relevant conversations; Traackr identified top 50 recipe influencers, Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword, We invited top influencers to a webinar; Page views grew 500% to 30.6 million a month; Facebook referrals up 59%, Pinterest up 180%, DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem, Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing, Jungle Creations is a digital media company; Jungle Creations creates content for brands; Performance of organic Oreo content; Performance of sponsored Oreo content; DealMaker helped Twisted win a big deal
Finding the right engagement tactics is hard; Find sponsorship opportunities for Celebrities, Create value for an Authority’s community; Help Connectors grow their networks; Help Personal Brands build their reputation; Provide an Analyst with new data and insights, Provide an Activist with access, Bring Experts in for their advice; Engage an Insider in a healthy debate, Boost Journalist’s readership with a juicy story, “Schmooze optimization” is a process, “Do you have any video?”, “Best PR pitch so far this year”; The optimized schmoozing of “Johnny X”, “It is going to be kinda big”, New way to use boosted posts on Facebook, Engaging influential bloggers for Parents; We shared photography tips a second time; We also thanked 7 influential mom blogs; Parents got 129,155 potential subscribers, Traditional influencer marketing campaigns; “Always-on” influencer relations programs; What business challenge did Orange face?; Leverage influencers to launch a new product;Segmented audience into 4 communities, Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program
If brand awareness is a goal, then measure it; Gross rating points (GRPs) are bogus metrics, Advertising value equivalency (AVE) is bogus, Brand lift is one of the right KPIs to use, Brita saw a 36% lift in brand favorability; Google Surveys can also measure brand lift; Meredith saw a 33.8% lift in brand interest, How should you measure engagement?, Applause rate; Conversation rate; Amplification rate, TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics, Best social media metric: Economic value; Connect Google Analytics to TrueSocialMetrics; Select goals from a template; Set the goal value, Find your most effective social networks; Use Campaign URL Builder for tracking, Find your most effective influencer post, Apply what you have learned to write a 5-paragraph essay that  evaluates a range of key performance indicators for measuring influencer marketing
What’s the return on marketing investment?; How to calculate the ROMI of Kim’s #ad, Measuring performance for Rutgers; Gave influential blog strategic insights; Gave journalist story in advance; Optimized and distributed a press release; Used ROMI to measure program; Calculate the return on marketing investment (ROMI) of an influencer program, Develop the business case for launching a series of influencer marketing campaigns; the secret formula for success; Build your budget from the bottom up; Agencies charge more for the same person, Turn influencer marketing into a profit center; Finding the right micro-influencers is also key; PiperSport case study, Influencer marketing strategist; Team included a social media content creator; PiperSport unveiled on Jan. 21, 2010; PiperSport video got 132,241 views; 12,782 people liked PiperSport fan page, PiperSport Twitter feed got 758 followers; Influencer was briefed on the first online order; 15 online orders for a $140,000 product; Piper Aircraft got ROMI of 9.5, This is a “be careful what you wish for” story; Develop the business case for launching a series of influencer marketing campaigns that lays the foundation for building an “always-on” influencer relations program, Guy Kawasaki’s 10/20/30 rule; 10 slides, 20 minutes; 30-point font; Learning objectives vs. purposes of pitch; Influencer Marketing Strategy; Problem/opportunity; Value proposition; Underlying magic; Business model, Go-to-market plan; Competitive analysis; Influencer marketing team; Projections and milestones; Status and timeline; Summary and call to action