designing an effective influencer programme
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DESIGNING AN EFFECTIVE
INFLUENCER PROGRAMME
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WHO IS THIS GUY
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A FEW STATS
In 2017…
• 92 percent say they trust recommendations from people they know
• 47 percent of online consumers use ad blockers
• 84 percent of marketers are expected to take on influencer marketing in the next 12 months
• Average spend per programme: $50,000 to $100,000
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inThe capacity or power of persons or things to produce effects on the actions,
behaviour, opinions, etc., of others
A DEFINITION OF INFLUENCE
1920s. Santa Claus: the ultimate Christmas influencer
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AND IN THE DIGITAL AGE?
Influencers are anyone who can affect the sales cycle
They might not be the actual purchase decision maker. Target buyers are in your influencer market,
but you have to know whom they are looking to as influencers as well
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AFFECT HOW?
Influencer
Brand awarenes
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Lead generatio
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Lead nurturing
Conversion
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WHAT IS THE BENEFIT OF WORKING WITH INFLUENCERS?
• Existing audience• Authentic tone• Engaged community• Your potential clients read and listen
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That’s all very well, but I sell *insert arcane B2B product/service*, so how do I find influencers and get them
interested?
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IF YOU HAVE CLIENTS, YOU HAVE A MARKET. IF YOU HAVE A MARKET, YOU HAVE INFLUENCERS. IT’S ALL ABOUT FINDING THEM. BUT HOW?
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MANUALLY
• Prepare a list of relevant keywords for your industry
• Example shown: ‘gas turbine’
• Search • LinkedIn Profiles• LinkedIn Groups• Twitter accounts• Instagram
accounts (for certain industries like design)
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USING TECHNOLOGY
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OR BRIEF YOUR INFLUENCER AGENCY!
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DON’TS• Confuse an influencer with a billboard
• Be slow to react and inconsistent
• Force a “salsey” tone upon your partner influencer
• Curb the influencer’s creativity
• Overpay for an influencer collaboration (e.g. $230,000 for a tweet by Kim Kardashian!)
INFLUENCER MARKETING: A CAUTIONARY TALE
DO’S
• Know your influencer’s work and demographic
• Approach the relationship with professionalism
• Ensure the influencer’s tone and your brand’s are aligned
• Co-create the piece of content with the influencer
• Set an objective with a metric and monetary value
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HOW TO DEVELOP A RELATIONSHIP WITH INFLUENCERS?
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BUILD YOUR ONLINE SOCIAL CREDIBILITY
• Define an editorial guideline
• Optimise your social media profiles (branding, SEO)
• Post regularly• Twitter: 1 tweet a day • LinkedIn: 1 post / week + 1 Pulse
/month
• How to find the time: • Set a social media reminder (15
mins a day)• Use an intern
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DESIGN AN INFLUENCER PROGRAMME: THE INFLUENCER BINGO
YouTube Instagram Twitter LinkedIn
No offer 0-4,999 0-9,999 0-19,999 0-999
10% discount for your community
5,000-19,999 10,000-19,999 20,000-99,999 1,000-1,999
20% discount 20,000-29,999 20,000-49,999 100,000-499,999
2,000-4,999
1 month free 30,000-99,999 50,000-199,000
500,000-699,999
5,000-9,999
Free premium product
100,000-199,999
200,000-299,000
700,000-999,999
10,000-49,999
Special program to be discussed
+200,000 +300,000 +1M +50,000
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SAMPLE INMAIL
*Informal**Short (to be read on mobile)*
*Customised*
ENGAGEMENT TEMPLATES
SAMPLE TWEET
.Username + reference + valuable content + CTA (optional)
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HOW TO DETERMINE ROI
STEP ONE: CHOOSE A GOAL New followers Clicks on link in update Online purchases Filled out contact form Signups for newsletter Downloads of .PDF file Time spent on important webpage Social interaction (share/like/follow) View of video
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HOW TO DETERMINE ROI
STEP TWO: TRACK YOUR GOALChoose one or more goals, and start tracking:• Website actions (sales, downloads, signups) in Google Analytics • Social media interactions (shares, likes, follows) in SocialBakers, or just ask the influencer for the data.
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STEP THREE: ASSIGN A MONETARY VALUE
What conclusions can you draw from the example above?• Doing a LinkedIn advert to generate traffic is not worthwhile because the cost per click is double the value of the visit on your website ($2 vs.
$1)
• For an influencer marketing campaign to break even, the influencer fee should be $1 = 1 visit max.
• You should set the goal which usually performs the best, e.g. if leads who download your white paper tend to make a purchase, them the white paper should be the topic of the influencer piece
Lifetime client value
• How much do you earn on average from a customer?
• Ex. $ 10,000
Lifetime value multiplied by conversion rate
• How much is each potential visit worth to you?
• If 1/10,000 convert, then each visit is worth $1
PPC cost
• How much would you end up paying if you were to use ads to achieve the same social media actions?
• Benchmark*:• Facebook click: $0.50• Promoted tweet – $3.50 per thousand impressions• LinkedIn – $2.00 per click
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