influencer marketing

May 2, 2023 Social Influencers en Influence Marketing1

Social Influencers and Influence MarketingKirsten Jassies @kirstenjassies

@IGmarketingNL


WANTED: SOCIAL INFLUENCERS


Meet Eelco Roos a.k.a @Croyable (456.000 followers on Instagram)


Meet Nienke Krook a.k.a The Travel Tester (532.000 volgers on Pinterest)


Meet Anne de Buck (populair blog with 56.000 Facebook fans)


Meet Annemerel (health blogger and youtuber)


Many businesses are now actively rethinking their marketing and advertising strategies to build and leverage relationships with their target customers and consumers.

These relationships go beyond simply selling products and services, to co-creating experiences with customers and consumers.

Bloggers & InfluencersInfluencer Marketing


Source for this defenition and the following 10 slides: TRAACKR


InfluencersWrite about brands they loveTheir personal brand is number onePromote in exchange for compensation (mostly money)Are popular because of their lifestyle and personalityBrands work with them for one campaign

Brand ambassadors – paid spokespersonsAlways know everything about the brand firstAre crazy about the brand, before the brand even knew themWork together with one or a few brands (no competitors) for a long timeMost are expert in their area, product or serviceAre very proud of their ambassadorship and will promote the brand alwaysGet paid in the form of working together and products

INFLUENCERS VS AMBASSADEURS


How do you know if someone has influence?

ENGAGEMENT:• Number of followers on social +• On social: likes, comments and

shares vs number of followers (check their IPM)

• Website: returning visitors, comments, time on site, number of pages visited

• Klout score, Social Selling Score (LinkedIn)


Show me the money!How to find the right influencers Follow some influencers you already know, check which social channels are most important to you See who they follow and talk to and follow them too Search Instagram, Twitter, LinkedIn on the keywords for your business Research hashtags on Twitter and Instagram Try and built a real relationship with interesting people who have influence Visit events and conferences where they come Organize an event yourself

ENGAGEMENT and IPM (Interaction Per Mille)

OFPixelfarm.nl/instagram-ipm-calculator

And

https://www.pixelfarm.nl/facebook-ipm-calculator/

The backbone of successful influencer marketing is an organized and well thought out strategy. Marketers need to take their buyer personas one step further and determine influencer personas and plan creative ways to spread targeted messages throughout the year.

Identify your goals, influencers personas and strategies….

Create and Grow Influencer master list

Building a network of influencers that you can activate for your brand on an ongoing basis is the most valuable thing you will do this year. This strategy will be comprised of influencers you already have and new ones to add to your “master list” of influencers.

CREATE INFLUENCER MASTER LIST

IDENTIFY NEW INFLUENCERS

KEYWORDS TO MONITOR FOR

Is your brand successful on Twitter? Do you have a database of current consumers? Anyone who is happy with your brand or has said something positive about you in the past needs to be added to the master list.

Where are you going to house this list so it’s easy to update and accessible to your whole team?

Which tools will you use for influencer identification?

What niche topics will let you know that a content creator is a good fit to partner with your brand?

After you do a big influencer identification sweep, you need to keep a pulse on new mentions that surface about your brand or the niche your brand falls into.

This way you will be able to monitor for new influencers and reach out in real-time.

Identify New Influencers

How does your brand improve the lives of consumers?

What keywords do your current consumers monitor the blogosphere and social media for?

What are 2 types of bloggers that your current consumers follow?

When making a purchase decision, what terms are potential consumers “Googling” for?

What is the experience that you hope influencers have with your brand that they will capture in their content?

These questions are designed to help you brainstorm and present to your team the type of influencers that will lift your brand the most. The goal is to use your buyer personas to create influencer personas.

INFLUENCERS TO ACTIVATE:

INITIATIVE NAME

CONTENT AND VISUAL ASSETS TO EQUIP INFLUENCERS WITH:

SOCIAL PROMOTIONS AND HASHTAGS TO TIE IN:

MAIN MESSAGE YOU WANT INFLUENCERS TO CONVEY:

BLOG POSTS YOUR BRAND CAN WRITE TO MOVE INITIATIVE FORWARD:

LAUNCH DATE

Description of project

Program/strategy overview

Metrics to Target

NUMBER OF OWNED CONTENTS PRODUCED:NUMBER OF EARNED CONTENTS EARNED:NUMBER OF PAID FOR CONTENTS PRODUCED:TRAFFIC TO SITE FROM ALL INFLUENCER MARKETING EFFORTS:

TOTAL AUDIENCE INCREASE:

AVERAGE SOCIAL SHARES PER POST:

QUARTER Q1 Q2 Q3 Q4

Decide which metrics determine success and brand lift for you and use this template to plan out what you’re going to track.

The Money!

May 2, 202332 Social Influencers en Influence Marketing

ASSIGNMENT FOR INSTAGRAM: In Duo’s: decide on a small brand you like. Who is their target audience?Find them 3 influencers they don’t already know or work with

TO DOGather info on the target audience: male/female, age, country, interests, hashtags1. Check influencers you already know and see what they post, talk about and

who their friends are. Are their followers your target audience?2. Search keyword hashtags and then check the popular posts, who posted

those? 3. Search on location (for a retailstore for example)4. Compare IPM’s 5. Choose influencers based on topic, best fit target audience & IPM


MORE ON SOCIAL & VISUAL social: @kirstenjassies blog: justK.nl Slideshare.net/justkirsten ‘In beeld met Instagram’ [email protected]

VOLG ook op Instagram:@Kirstenjassies@IGmarketingNL

influencer marketing

Social Media