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Geno Prussakov
CEO, AM Navigator (marketing management agency)
Chair, Influencer Marketing Days (conference)
888-588-8866 | Washington, DC
www.amnavigator.com
geno@amnavigator.com
Advertiser’s Crash Course in
Influencer Marketing
Introduction
“Breakout Term”
Source: Google Trends
Mass Media Storm
Mass Media Storm
Facts & Stats
Blog.Tomoson.com March 2015 Influencer Marketing Study
Facts & Stats
Blog.Tomoson.com March 2015 Influencer Marketing Study
“We've actively decided not to
get involved in influencer
marketing.”
0%
Facts & Stats
Facts & Stats
ROI vs. EMV
ROI (Return on Investment) “measures the amount of return
on an investment relative to the investment’s cost.”
Investopedia.com
Source: TapInfluence.com/ROI
Facts & Stats
“Sales directly attributable to the positive
(online) word of mouth” surrounding the
iPhone’s launch “outstripped those
attributable to Apple's (own) paid
marketing sixfold.”
A new way to measure word-of-mouth marketing
McKinsey.com
McKinsey Quarterly – April 2010
Advertiser's Crash Course in Influencer Marketing
Facts & Stats
Source: TapInfluence.com/ROI
“EMV (Earned Media Value) – the dollar value that can be
attributed to publicity, social sharing, and endorsement,
and other unpaid digital media exposure.”
RhythmOne.com
Facts & Stats
Source: RhythmOne 2015 Influencer Marketing Benchmarks Report
Advertiser's Crash Course in Influencer Marketing
Advertiser's Crash Course in Influencer Marketing
Outline
• Introduction
• Types of Influencers
• Identification & Onboarding
• Influencer Activation
• Measurement
• Conclusion
Types of Influencers
Type #1
Macro-Influencers
Advertiser's Crash Course in Influencer Marketing
Case Study 1
+ 25% MoM
Case Study 2
+ 16%
Macro-Influencers
o Musicians
o Actors
o Professional athletes
o Business leaders
o “Platform sensations”
“… have developed an elevated status” (on specific social media
platforms) by building a hyper-engaged audience, one that brands
may want to reach through them.”
RhythmOne.com
Evaluate based on your primary goals.
What are you trying to achieve?
Reach (vs. Engagement)
Instagram Marketing: Does Influencer Size Matter?
Markerly.com, April 2016
Advertiser's Crash Course in Influencer Marketing
Type #2
Micro-Influencers
Advertiser's Crash Course in Influencer Marketing
The reason:
Characteristics of Micro-Influencers
• Non-celebrity
• Expertise
• Passion
• Fewer than 100k followers
• High rate of engagement
• Capacity to motivate (action)
Engagement / Followers
Definition
Micro-influencer – a non-celebrity individual who
influences a relatively small but highly-engaged
follower base.
Examples
• Instagram reviewer
• Kayak fishing fan on YouTube
• Photographer blogger
• Thought leader / “Brandvidual”
Brandvidual
a) Focused on developing their personal brand
b) Creates content based on intelligence, experimentation, observation
Advantages
 Deep audience engagement
 Better approachability
 Lower costs
 Long-term relationships potential
 Better flexibility
 High conversion potential
“For $25,000, you can activate several micro-influencers within
your chosen verticals and get in front of roughly 5 million
combined followers. That same amount will barely get you in
the door with a celebrity.”
Why You Should Think ‘Micro’ When Planning Your Next Influencer Campaign
Sarah Ware, TheHuffingtonPost.com, April 15, 2016
Type #3
Brand Advocates
83% of consumers trust
recommendations from
people they know above all
other forms of advertising.
Global Trust in Advertising 2015 report by Nielsen
Definition
Brand advocates “are a different breed of
consumers” – they are happy to “evangelize their
favorite brands and products.” And they do it
“without cash or coupons, payments or perks.”
Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force by Rob Fuggetta
Characteristics of Brand Advocates
 Product fans
 Happy to tell others
 Do not require incentives
5 Techniques to Identify Advocates
I. Ask “The Ultimate Question”
5 Techniques to Identify Advocates
I. Ask “The Ultimate Question”
II. Contact repeat customers
III. Employ social listening
IV. Monitor online reviews
V. Turn to fans and followers
3 Ways to Support Advocates
I. Advocate Communities
Advertiser's Crash Course in Influencer Marketing
Advertiser's Crash Course in Influencer Marketing
3 Ways to Support Advocates
I. Advocate Communities
II. Inside Information
3 Ways to Support Advocates
I. Advocate Communities
II. Inside Information
III. Spotlighting Them
Advocacy is always:
a) strategic/ongoing
b) earned
Identification
and Onboarding
Principles of Identification
Key Criteria
i. Audience Resonance
ii. Audience Engagement
iii. Lack of Brand Contradiction
The Influence Formula
Reach × Brand Affinity × Relationship with Followers
____________________________________________
INFLUENCE
The Explosive Growth Of Influencer Marketing And What It Means For You
Kyle Wong
Forbes.com, September 10, 2014
Influencers’ Role in the Marketing Funnel
Razorfish Social Media Influence Marketing Report, 2009
• shorten the sales cycle
• amplify other marketing
Tools to Consider
Advertiser's Crash Course in Influencer Marketing
tracking
2 archetypes
databasesinfluencer networks
Influencer Databases
Definition
Influencer databases are structured sets of data
regarding publishers of digital content.
Advertiser's Crash Course in Influencer Marketing
Advertiser's Crash Course in Influencer Marketing
Influencer Databases
 Platform-specific
 Holistic (cross-platform)
Influencer Databases (Examples)
 Little Bird (for Twitter)
 Inkybee (bloggers and Twitter)
 GroupHigh (bloggers and their social imprint)
Influencer Networks
Definition
Influencer networks are networks of opted-in
influencers, who have been vetted by the network.
Common Functionalities
Influencer Networks (Examples)
 Whalar (for Instagram)
 Grapevine (for YouTube and Instagram)
 BlogMint (bloggers)
 FameBit* (cross-platform)
 TapInfluence (cross-platform)
* Acquired by Google on October 11, 2016
Influencer Networks
…can be vertical-specific
 Health & Wellness (e.g. Wellness Amplified)
 Fashion & Lifestyle (e.g. Shopping Links)
 Travel (e.g. iAmbassador)
 Outdoors (e.g. GravityFed)
Conclusion
Advertiser's Crash Course in Influencer Marketing
Influencer Activation
Principles of Activation
3 Facets
I. Definition (of activation)
II. Setting incentives in place
III. Consistency
I. Define Activation
Examples:
• Mention on social media
• Review within content
• Traffic referral
• Conversion(s)
II. Set Suitable Incentives
TransactionalRelational
1.Transactional Incentives
Examples:
• Cash payment
• Free product
• Recurring payments tied to consumer actions
2. Relational Incentives
Examples:
• VIP Treatment
• Event invite
• Sneak peek
• New product trial
III. Stay Consistent
Conclusion
(We must have) a clear, unbiased
understanding of the situation at hand, deep
insights into the vagaries of human nature,
the establishment of appropriate and
reasonable expectations and goals, and the
constructions of a balanced set of
incentives.
Bronwyn Fryer, “Moving Mountains”
(Harvard Business Review on Motivating People, 2003)
III. Stay Consistent
1. Start with the truth
2. Appeal to greatness
3. Make them proud
4. Provide constant and consistent communication channel
5. Build trust
6. Care for the little guy
7. Set different incentive levels
Bronwyn Fryer, “Moving Mountains”
(Harvard Business Review on Motivating People, 2003)
Activation in Action
3 Phases
I. Pre-activation
II. Activation
III. Post-activation
I. Pre-Activation
I. Pre-Activation
Source: GroupHigh
Compensating Influencers While Maintaining Trust, 2015
Consider:
Influencer type
Relationship with brand
II. Activation
i. Back them up
ii. Equip them
Equip with…
o Customer demographics
o Content about product
o Lists of bestsellers
o Keywords
o Testimonials
o Videos
III. Post-Activation
Support them via:
• Social media
• Guest blog posts
• Feature them in your own marketing
The majority of influencers are motivated when brands help
them boost their image and grow their audience.
It’s a “win-win” situation!
Measuring
Influencer Marketing
“Measurement is the first step to control & improvement. If you can’t
measure something, you can’t understand it. If you can’t understand
it, you can’t control it. If you can’t control it, you can’t improve it.”
— H. James Harrington
Measurement Problem?
…or blurry goals?
Advertiser's Crash Course in Influencer Marketing
Customer Journey (AIDA)
Awareness
Interest
Desire
Action
Marketing Funnel
Awareness
Consideration
Action
Advertiser's Crash Course in Influencer Marketing
Awareness KPIs
 Views/Reach
 New followers
 Re-posts
 Likes
 Traffic
 New links
Consideration KPIs
 Views of specific pages
 Email submissions
 Free trial/demo request
 Items in cart
 Searches
 Comments
 Social sharing
 Newsletter sign-ups
Action KPIs
 Revenue
 ROI
 Conversion
 New v. Returning
 Average Order Value
 Lifetime Customer
Value
Advertiser's Crash Course in Influencer Marketing
In Conclusion…
Advertiser's Crash Course in Influencer Marketing
Thank You! Q&A Time

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