influencers: who, what, why & how much · Approach influencers - e-mail/DM/platform Analytics Part 1 - Analyse your initial list of influencers (authenticity check) Send full brief

influencers:

who, what, why

& how muchPRESENTED BY SAMUEL BEGG

@SAMUELBEGG

Property of Hit With Me PTY LTD. All rights reserved. Not to be used without permission.

E: [email protected]

http://www.instagram.com/samuelbegg

Samuel BeggInfluencer & Social Media Strategist

@samuelbegg

/samuelbegg

P R E S E N T A T I O NR U N D O W N

Introductions

Core Definitions

Brand Analysis

Creating A Campaign

Analysing Creator Profiles

Influencer Selection Process

Case Study / Price Guide

Activity

Q&A Portion

influence(noun)The capacity to have an effect on the character,development, or behaviour of someone orsomething, or the effect itself.

[1] Oxford Dictionary

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All rights reserved. Not to be used without permission.



cause & effect

a campaign return on investment

the power to influence has a

in the form of ...

... for the business

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influencer(noun)a person with the ability to influence potentialbuyers of a product or service by promoting orrecommending the items on social media.

[2] Oxford Dictionary

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Engagement

Personality

Authenticity

Trust

Knowledge

Loyalty

Reliability

Passion

Creativity Honesty

CommunicationConsistency

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brand identity is the face of your business determine your key business goals; your brand identityshould help fulfill them and identify your target audience an influencer campaign should be designed to achieve theabove objectives

your audience

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what does your audience look like?what do you want them to look like?create personas of your target audience ...

your audience

think about ...

generation, gender, profession, hobbies,

interests, music, pop culture, fashion

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Key Business Goals

Brand Identity Brand Image

Influencer Campaign

To generate more sales, to increase brand exposure, to establish

an online presence, to connect with consumers online via social

media, to introduce our brand to the target audience ...

Modern

Innovative

Youthful

Unique

Trendy

Sophisticated

Casual

Simple

Old-school

Stylish

Smart

Genuine

Sporty

Cute

Cool

+ TARGET AUDIENCE

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brand identity is the face of your business who represents your brand identity?

the campaign

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visual and statistical

influencer selection process

the

is

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VISUAL

Aesthetic & Theme

Passion & Hobbies

Quality & Diversification of Content

- Colourful, minimal, simplistic. dark, light

- Do they have a business/creator profile?

- Food, fashion, cars, pets, family

- Camera or smartphone (Content quality)

- Still imagery, Boomerangs, videos, stories, live

- Creativity

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STATISTICAL

Following

Engagement Rate

Conversions

- Nano: < 3k

- Micro: 3k - 100k

- Macro: 100k - 1M

- Mega: 1m+

Likes + Comments / Follower Count x 100 = %

Number of Sales/Follows/Clicks - Cost of

Influencer x 100 = ROI %

[3] Medium

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75K Followers

Micro Influencer (10-100k)

Vibrant, Colourful, Polished Photography Skills

Food Focused Content

Australian Based

"Community Organisation" Category

Indicates they have a Business Profile

and have access to Analytics

Archived and categorised story

collection

Contact details

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the approachhow to create an influencer campaign brief & and how to approach influencers

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When searching influencers always use your desktop computer ...

- Likes on Instagram Desktop are still VISIBLE (For now!)

- Professional creators will have a Creator or Business profile to

access statistics

- You can use an influencer platform and/or direct message/e-mail

the creator

scouting influencers@SAMUELBEGG




- Use the Instagram #hashtag search function to locate top performing influencers

within your business category / niche / region.

- Use the Instagram geo-location section to locate top performing influencers who

are 'checking in' to locations, events, restaurants, or businesses similar to yours!

- Influencers who acheive the highest post/enagement and reach will often be

located in the 'top posts' category of hashtag and geo-location searches.

- Create a list of these influencers who appear* to be aligned to your brand /

business then move on to the next steps!

how to find influencers

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- Scroll through 50-100 of influencer's most recent followers to identify the type

of accounts they attract.

- Carefully analyse the creator's likes-comment ratio

- Is there consistency? An appropriate average of likes and engagement per post ...

- Do the comments appear generic and/or suspicious?

- Are the comments received only from other influencers? (Engagement groups)

- Remember, there are applications and websites that can generate spam and faux

followers/likes/engagement through bots and idle accounts

warning signs + tips

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- Always request the creator's analytics before beginning the campaign

- Ask them to take a screenshot of the Instagram analytics to identify their average

impressions, reach, and audience. If they do not already, ask them to switch their

profile to a Creator or Business account to access these stats

- Compare analytics by entering their username on socialblade.com, a free

analytics tool designed to tracks social media statistics and analytics

verify growth + activity@SAMUELBEGG




direct message/e-mail

Approach the influencer with a professional e-mail or direct message on Instagram

- This will generate more interest over a general inquiry

- Use language to entice the influencer rather than ask them to create content

In the initial e-mail, include details about the brand & an exciting proposition for the campaign:

- Include the key requirements, ie. posting timeline and specific content style

- Allow the creator time to respond with/without interest before sending the brief

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direct message/e-mail

If the influencer is interested, send a detailed brief including location, contra/paid,

and other relevant details depending on if it is an event/experience or PR gift

It is recommended to ask the influencer to sign a simple contract to ensure they

adhere to the campaign requirements, this may include how long the post remains

live on their feed, posting timeline, caption requirements, etc.

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influencer platformshow to utilise an influencer platform to launch a campaign

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TRIBE is a self-serve marketplace that connects brands with

influencers to generate word-of-mouth marketing and branded

content at scale, speed, and a fraction of the cost.

The platform has turned traditional Influencer Marketing on its head,

by delivering a library of user-generated content upfront, created to a

brand's specifications.

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case study

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The So Soft Marshmallow Company (@sosoftau) is Australia's largest marshmallow company!

We are Australian made and owned with our factory is based in Delacombe, Victoria.

Our So Soft Noodles, with 4 incredible flavours, have just launched into 1000 Woolworths

stores. Our irresistibly soft mallows are air-puffed to perfection. So whether you’re toasting

them, dunking them, whipping them or smashing them into your mouth - we provide the

lightest, fluffiest, puffiest marshmallows around!

so soft marshmallow co.

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PAID CAMPAIGN ON TRIBE (@SOSOFTAU)

ACCEPTED TRIBE SUBMISSIONS (@SOSOFTAU)

TRIBE RATES & NEGOTIATION @SAMUELBEGG




TRIBE CAMPAIGN RESULTS

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CONTRA CAMPAIGN @ASICSTENNIS

POST ANALYTICS

checklistKey business goals

Brand identity + Brand image

Target audience

Framework for your content plan (activity)

Influencer research (hashtags, geolocations, competitor accounts)

Approach influencers - e-mail/DM/platform

Analytics Part 1 - Analyse your initial list of influencers (authenticity check)

Send full brief to authentic creators only

Secure contracts and send contra gifts

Send a reminder e-mail to influencers

Receive content/captions for approval, don't be afraid to ask them to re-submit

Publish content - view content on social media, feel free to repost your favourites

Schedule payment

Calculate ROI, identify influencer you wish to work with again in the future (PR List)

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thank you.Questions?

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Documents

influencers: who, what, why & how much · Approach influencers - e-mail/DM/platform Analytics Part 1 - Analyse your initial list of influencers (authenticity check) Send full brief