- A PUBLICATION OF RIGHT SERVICE 1

TABLE OF CONTENTS

What is Influencer Marketing?

The Real Cost of Influencer

Marketing

Benefits of Influencer

Marketing

What Defines An Influencer For

Your Brand?

Influencer Marketing in the

Middle East

Influencer Marketing in

Numbers

Best Influencer Marketing

Platforms.

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3

4

5

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6

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WHAT IS INFLUENCER

MARKETING?

CHAPTER ONE

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WHAT IS

INFLUENCER MARKETING?

Influencer marketing is a wide term with several definitions, but the short

version is that influencer marketing is all about having someone else tell

your story for you.

It is a form of marketing in which focus is placed on specific key individuals

rather than the target market as a whole. It involves marketing products and

services to those who have a control over the things other people buy. This

market influence typically stems from an individual's expertise, popularity, or

reputation. Marketing to an audience of influencers is similar to word of

mouth marketing, but it doesn’t rely strictly on explicit recommendations.

But influencer marketing isn't as controllable as traditional marketing, since

some influencers only add a positive image of a product and other

influencers encounter legal trouble or fall out of the public light might

negatively impact a product's chance of success.

Influencer marketing derives its value from 3 sources:

1. Social reach: Influencers are able to reach millions of consumers

through their social channels and blogs.

2. Original content: Influencers produce original, and oftentimes

effective, marketing content for the brand.

3. Consumer trust: Influencers maintain strong relationships with their

audience, who have a certain level of trust in the influencer’s

opinions

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Finding the right influencer to represent the

brand and its message is a key piece of the

puzzle. It’s important that the influencer has

established trust and credibility within the

target space.

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THE REAL COST OF

INFLUENCER

MARKETING

CHAPTER TWO

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THE REAL COST OF

INFLUENCER MARKETING

There are 2 main costs for influencer marketing:

1. Earned influencer marketing: Earned marketing stems from unpaid

or preexisting relationships with influencers or third party content that is

promoted by the influencer to further their own personal social growth.

2. Paid influencer marketing: Paid influencer marketing campaigns

can take the form of sponsorship, pre-roll advertising or testimonial

messaging and can appear at any point in the content.

Paid influencer marketing has varies budgets that sometimes is hard to set,

but what is common that Youtubers are probably the most expensive ones

on average, but that’s because they usually have to do a lot of manual

production work for their videos, while Instagram influencers have on

average less legwork to do.

Here below we will provide you best agencies practices on things to take

into consideration:

a. Fees based on interactions instead of the number of followers would

help standardized or at least better explain costs to clients

b. Fame is important but results should always take precedence

c. The absolute number of average interactions (Comments + Likes in

the last 30 posts)

d. The interaction rate (Comments + Likes/number of followers)

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Likes and comments definitely have different

values. Comments are harder to achieve

and brands looking to create a conversation or

buzz around their product/service should focus

on influencers with higher engagement on the

comments level.

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BENEFITS OF

INFLUENCER

MARKETING

CHAPTER THREE

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Benefits Of

Influencer Marketing

According to Forbes, influencer marketing is growing faster than digital ads,

with emphasis placed on leveraging an industry leaders' followers to foster

growth in your own business.

In fact, influencer marketing should be an active tactic in your social media

marketing to:

1. Increase brand awareness and reach

A McKinsey report revealed that word-of-mouth works twice as effectively

as paid ads sales. So getting a local celebrity or a social media influencer to

talk about your product/service is a great way to say to reach a wider

audience and use an influencer’s (extensive) social reach to promote a

product, without being directly involved in its promotion.

2. Build trust quickly

Gaining consumer trust and credibility takes time. Brands have spent years

to achieve that. However, with influencer marketing, the job becomes

easier.

Research from Twitter shows that 49 percent of consumers seek purchase

guidance from social media influencers, and 20 percent said that a Tweet

from an influencer inspired them to share their own product

recommendation.

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Benefits Of

Influencer Marketing

This assures that influencers had built relationships, trust, and credibility

with their fans and they respect their content and recommendations.

Therefore once an influencer shares or talked about your products/services

you'll be putting your message in front of an actively engaged audience.

3. Increase ROI:

Sponsored influencer campaigns cannot be blocked by software and this

will guarantee that your product/service will be seen by a larger audience

than display ads and a positive word from an influential person can drive

your audience to buy.

4. Provide amazing value to your audience:

Social media is about give to get and at the heart of inbound marketing is

delivering content that solves problems, educates and inspires your

intended audience. Influencer marketing embraces this concept. In turn,

you can easily leverage their content & give value to your audience.

5. Personalize your brand:

Brand’s audience likes and prefers to talk to a person behind the brand.

Connecting with influencers enables you to personalize your brand and

further engage your target audience.

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Benefits Of

Influencer Marketing

6. Optimize off-page SEO:

Brands have been wracking their heads to enhance their brands search

engine ranking. One of these ways is to share your website link in off-page

posts. Influencers can contribute massively here. Genuine and organic links

are created when influencers post about your product. Also, teaming up

with influencers for features and reviews of your products will not only help

to build high-quality links to drive traffic but also optimize your search

engine ranking.

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WHAT DEFINES AN

INFLUENCER FOR

YOUR BRAND?

CHAPTER FOUR

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What Defines an Influencer for

Your Brand?

After knowing what influencer marketing is and discovered its benefits and

effectiveness, now it’s time to make your first step and define which

influencers you shall approach.

To do so you can simply follow the main important steps summed up to you

below:

• Context: An influencer differs for every brand because, they are a

contextual fit. This is the most important characteristic you shall take

into consideration when targeting the right influencers for your brand.

For example, Haifa Wehbe is known as one of the most “influential”

social media users. But, would her tweet about your software really

bring in sales? Probably not.

• Reach: After we establish someone as being a contextual fit for our

brand, we do want them to have reach so they can share their awesome

content or positive recommendation in a manner that actually will be

heard.

• Personality type: Decide what type of influencers you need, an activist,

an informer, an authority, etc. to best promote your campaign or

product.

• Field: Pick one or two. Examples include technology, fashion, travel,

marketing, etc.

What Defines an Influencer for

Your Brand?

• Topics: Pick a topic that your ideal influencer sometimes talks about on

social media or their blog. You will be referencing this topic when you

reach out and explain why the two of you are such a good fit. Here

below find most discussed topics on social media in the Middle East.

INFLUENCER

MARKETING IN THE

MIDDLE EAST

CHAPTER FIVE

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Influencer Marketing

In The Middle East

Influencer marketing is a new concept worldwide as in the Middle East it

had started in a shy manner.

If you are willing to start investing in influencer marketing, in this chapter we

will share with you top influencers’ categories, topics, media and others in

Lebanon & the Middle East.

In The Middle East population is mainly influenced by posts on social media

followed by speeches on TV as in Lebanon they are influenced by social

media posts followed by newspapers/magazines articles.

Source: Ipsos MENA

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Influencer Marketing

In The Middle East

Influencer marketing mainly focuses on individuals who have high influence &

trusted by others, the trick is to select the relevant influencers for your

product/brand. As shown in the below graph studying the Middle East in total,

Public Figures are the most influencing people and Actors are the least

influencing .

Source: Ipsos MENA

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Influencer Marketing

In The Middle East

In order to have an effective influencer marketing campaign, you shall be aware

about your audience preferences and what topics they like to hear about.

To make it easy for you, the below study shows that Health/Environment and

News are the top 2 topics that grab audience attention on social media in the

Middle East.

Source: Ipsos MENA

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Get to know & connect with Top Lebanese &

Arab social media influencers by downloading

for free the following 2 e-books prepared by

Right Service.

1. Click Me: Top 100 Lebanese Social Media

Influencers to Follow

2. Click Me: Top Arab Social Media

Influencers to Follow

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INFLUENCER

MARKETING

IN NUMBERS

CHAPTER SIX

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Influencer Marketing

In Numbers

Influencer marketing is a new type of marketing (for around 5 – 6 years),

but due to its benefits it had proved its effectiveness and here below are

some of these numbers:

• “59% of micro-influencers think Instagram is the most effective social

media platform to engage their target audience.” – Bloglovin’

• “51% of marketers believe they acquire better customers through

influencer marketing.” – Tomoson

• “Influencer marketing was rated as the fastest-growing online customer-

acquisition channel, beating organic search, paid search and email

marketing.” – Tomoson

• “84% of marketers said they would launch at least one influencer

campaign within the next twelve months.” – eMarketer

• “70% of teenage YouTube subscribers say they relate to YouTubers

more than to traditional celebrities.” – Google

• ”47% of online consumers use ad blockers” – Digital News Report

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BEST INFLUENCER

MARKETING

PLATFORMS

CHAPTER SEVEN

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Best Influencer Marketing

platforms

An influencer marketing platform allows you to track, meet, identify, recruit,

and interact with the key influencers and take the help for effective brand

marketing.

Influencer marketing software can help organizations the influencers. Also,

influencer marketing systems can help you find and manage new and

established brand advocates one platform.

Here are some of the most popular influencer marketing platforms and

software, not sorted in any particular order:

1. Viral Nation (http://viralnation.com)

Viral Nation is a global influencer marketing and talent agency. Their

influencer talent agency represents top social media influencers on Vine,

Instagram, YouTube, Twitter & Snapchat.

2. Ninja Outreach (https://ninjaoutreach.com/)

Ninja Outreach is a multi-purpose online marketing tool used by businesses

for lead generation, content research & marketing, cold calling & emailing,

blogger outreach, influencer marketing, and much more.

This influencer marketing platform allows marketers and companies to

choose from thousands of influencers instantly with effective social and

SEO insights in every niche.

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Best Influencer Marketing

platforms

3. Content BLVD (https://www.contentblvd.com/)

Content BLVD takes care of influencer targeting, outreach, delivery, and

reporting. However, at this moment Content BLVD would be more suitable

to companies offering physical products rather than software or general

services.

4. Mustr (http://getmustr.com/)

Mustr provides a platform for corporations and marketers to effectively

manage and organize a healthy online network of journalists, bloggers, and

social influencers.

It allows agencies and marketers to research, know and engage highly

recommended bloggers in any market and use them to create and share

targeted content with the right audience.

5 . Niche.co (https://www.niche.co/)

Niche.co is an online community that enables social media creators to

engage, thrive, and monetize.

They’re a community of relevant and influential social media creators,

prominent on rising platforms like Vine, Instagram and Tumblr. With both

software and services, they help creators engage, thrive and monetize.

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Best Influencer Marketing

platforms

6. Klear (http://klear.com/)

Klear is a social platform for influencers and organizations. It allows

businesses to create and monitor effective social media campaigns with the

help of top influencers in their sectors.

Brands can meet and take help of a professional influencer for a promotion

of a particular campaign or product. Klear also provides a complete analysis

of influence marketing to allow brands to measure the effectiveness of their

campaigns.

7. HYPR (https://hyprbrands.com/)

HYPR is a comprehensive platform has profiles for over 9 million

influencers across every major social channel, making us the largest such

database existing in the world today.

Users can search for influencers by name or by audience demographics

(interests, locations, age, social platform), allowing marketers to find the

best possible social influencers available for any type of campaign.

8. Traackr (http://www.traackr.com/)

Traackr is an influencer marketing and management platform that gives

businesses the opportunity to know their key influencers, build healthy

relationships, and measure their effectiveness for the brand marketing.

It works as a common platform for influencers and brands to build a mutual

relationship for mutual benefits.

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Best Influencer Marketing

platforms

9. Upfluence (http://search.upfluence.com/)

The platform actually consists of 2 different products that can be used

separately or together:

Reachr is the way brands find influencers to create their content.

Thousands of bloggers representing industries all over the world and

companies can filter their searches to find just the right authoritative voice

for them.

Publishr, is the tool companies can use to work with as many writers as

they wish simultaneously. These are writers who’ve already got

longstanding relationships with news outlets publishing sponsored content.

10. Find Your Influence (http://www.findyourinfluence.com/)

Find Your Influence (FYI) is an online community platform for bloggers and

marketers.

It gives bloggers the opportunity to make money by utilizing their talents to

help their favorite brands with their marketing campaigns.

At the same time, it helps marketers and agencies find the right influencers

to market and promote their clients’ brands and content to the right

audience with their influential skills and honest reviews.

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Best Influencer Marketing

platforms

11. SociaBuzz (http://sociabuzz.com/)

SociaBuzz is an online marketplace connecting brands and businesses with

social media influencers across Instagram, Blog, YouTube and Twitter to

create word-of-mouth marketing campaigns.

The software allows businesses to track and find the best influencers for

their brands from among thousands of users. Advertisers can then connect

with influencers and allow them to share the content with their social media

followers. They can also track and monitor their campaigns and generate

reports from a single dashboard.

12. Popular Pays (http://www.popularpays.com/)

Popular Pays is a platform connecting content creators with brands who a

looking for ways to tell their stories with content.

As a tech company, Popular Pays offers an in-house built iOS app (for

creators) and dashboard (for brands) that delivers direct communication &

powerful statistics.

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Best Influencer Marketing

platforms

13. BlogDash (http://www.blogdash.com/)

BlogDash is an online community of millions of bloggers and content

experts, who help brands and businesses build their reputation and market

their products to potential customers.

It allows brands to find top influencers and bloggers in their niche, engage

them with offers, hire them to write content and reviews, and keep track of

their efforts and progress.

14. FameBit (https://famebit.com/)

FameBit influence marketing platform makes it easy for brands to find, hire

and engage top influencers and creators for promotion on YouTube,

Facebook, and other social platforms.

It serves a reliable technology for businesses to manage their complete

influence marketing campaigns, from hiring creators to assigning tasks to

improvement of content.

15. Influitive (http://influitive.com/)

Influitive is an advocate and influence marketing platform that allows

businesses and marketers to find and recruit top advocates or influencers to

support their marketing campaigns, share good reviews &

recommendations, and refer new clients.

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Best Influencer Marketing

platforms

16. BuzzStream (http://www.buzzstream.com/)

Buzz Stream is an online social platform that helps influencers promote

their clients’ products and services to build brand reputation. As well allows

companies to research top influencers in their niches, build relationships,

and create personalized influence marketing campaigns for the promotion

and marketing of their products.

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SOURCES

• https://en.wikipedia.org/wiki/Influencer_marketing

• https://www.forbes.com/sites/forbesagencycouncil/2017/06/26/what-

is-the-future-of-influencer-marketing/#63396a0528ca

• https://www.forbes.com/sites/deeppatel/2017/06/21/3-things-you-

should-know-about-influencer-marketing-according-to-this-industry-

pro/#3169b3b076ae

• https://blog.kissmetrics.com/guide-to-influencer-targeting/

https://digiday.com/marketing/what-influencer-marketing-costs/

• http://www.marketing-schools.org/types-of-marketing/influencer-

marketing.html

• http://asia.blog.terrapinn.com/lead/2016/07/20/how-much-does-

influencer-marketing-actually-cost/

• https://www.quora.com/How-much-does-influencer-marketing-cost

• http://adage.com/article/digitalnext/price-influencer-marketing/306746/

• https://www.entrepreneur.com/article/295634

• https://www.entrepreneur.com/article/295738

• https://blog.hootsuite.com/influencer-marketing/

• https://blog.hubspot.com/marketing/does-influencer-marketing

actually-work

• http://www.socialmediatoday.com/social-networks/6-big-benefits-

using-influencer-marketing-your-social-strategy

• https://yourstory.com/2017/03/social-media-influencer-benefits/

• https://www.clickz.com/how-can-a-brand-benefit-from-influencer-

marketing/97450/

• https://krausgroupmarketing.com/marketing-strategy/influencer-

marketing-benefits/

• https://business.experticity.com/11-ways-influencer-marketing-can-

increase-your-brand-audience/

• http://www.acorninfluence.com/blog/10-influencer-marketing-statistics/

• http://www.business2community.com/brandviews/content-

blvd/popular-influencer-marketing-platforms-reviewed-

01549843#SF1PYsRfZvv5ZdAS.97

• https://www.alphagamma.eu/entrepreneurship/best-influencer-

marketing-platforms/

• https://www.inc.com/ilya-pozin/7-companies-that-can-fuel-your-

influencer-marketing.html 34

This e-book is prepared by

Right Service for digital marketing

Right Service® is a results-driven digitalmarketing agency for 17 years that helps small& medium companies grow communities,increase sales and brand visibility online.

Focusing on Digital Strategy, Social MediaMarketing, Email & Mobile Marketing, SEO,SEM, in addition to providing training toindividuals or companies that are interested indeveloping these skills in-house.

Website: www.rightservice.net

Phone: 951 5 951343

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This e-book is sponsored by

Middle East Social Media Festival

The Middle East Social Media Festival is an annualsocial media marketing review event, held inassociation with universities mainly targetingbusiness professionals in the aim of merging socialmedia experts, business people and senior universitystudents.

Website: www.mesmf.com

Facebook Page: www.facebook.com/MESMFestival

Twitter Account: www.twitter.com/MESMFestival

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