Introduction to Influencer Marketing

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ALYSSA STEVENS

A little about me….

1.) Director of PR + Social Media at Connelly Partners.

2.) Creator of my own lifestyle blog, The A-Lyst, which features travel, style, food, and beauty content.

3.) Proud owner of Walter, a mini goldendoodle, who you may hear bark during this webinar.

WHAT IS INFLUENCER MARKETING?

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Consumers Demand Social Proof Before BuyingInfluencer marketing is a social proof strategy to build trust and

brand awareness throughout the entire customer journey.

What our consumers say about us is more important than what we say to our consumers.

Influencers act as word-of-mouth ambassadors and can be

activated on behalf of brands to spread awareness, produce

meaningful content, sway purchasing decisions, and create

relevance for the brand amongst their audience.

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Consumers Demand Social Proof Before Buying

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Consumer Purchasing Journey

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Consumer Purchasing Journey, Cont.

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Content Creation● Influencers can be activated as content creators to produce visually-appealing

images and videos, which a brand can then repurpose in many different ways.

Impressions● Influencers help a brand to reach a new audience and create additional

awareness for its product or service.

Engagement● Influencers enable a brand to interact with their target audience and create an

authentic dialogue around their product or service.

Conversions/Sales● Generate website traffic and increase brand sales

4 Reasons a Brand Should Use Influencers

INFLUENCER HIERARCHY

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Influencer Hierarchy

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There are Influencers to Represent Most Interests/Topics

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Right now, the trend is to activate micro influencers instead of spending a significant amount of money to utilize macro + mega influencers.

Micro influencers are deemed as influencers with under 100K followers on social media who often create content as a “side hustle”

PR

OS

CO

NS

● Reach a niche yet very engaged audience; high engagement

● Audience trust ● Great way to garner content at a low

cost + have the ability to repurpose that content

● Less reach● Lower brand reception ● More research involved in sourcing

them

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Micro Influencer Examples

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If a brand has a significant budget for influencers and wants to achieve a celebrity association and/or reach an even larger audience, we would recommend exploring a partnership with a macro or mega influencer:

Macro influencers deemed as influencers with over 100K followers who traditionally earn their living as a content creator.

Mega influencers deemed as influencers with over 1 million followers on social media. These are actors + actresses, athletes, musicians, etc. who monetize their celebrity influence.

PR

OS

CO

NS

● Reach a vast and diverse audience for maximized visibility and a bigger reach

● Star power that comes with having your brand attached to their name

● Potential opportunities to expand on the partnership by securing press opportunities

● High cost● Limited content ● Limited content usage rights

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Macro Influencer Examples

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Mega Influencer Examples

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Define Goals + Metrics for Campaign

Determine Method for Influencer Sourcing

Design Influencer Campaign Brief

Define Influencer Incentives

Measure Success of Campaign

Based on Predefined

Metrics

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FOUR FIVE

The 5 Steps for Creating an Influencer Campaign

Insight of Opportunity

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We are using the influencer software Mavrck as our in-house agency database to recruit micro and macro influencers.

We can search for influencers using a number of parameters to ensure that we find the best ambassadors for each client campaign.

Depending on the client, we can also source influencers through their customer or employee base.

HOW DO WE SOURCE/RECRUIT MICRO INFLUENCERS?

2.5 MM Influencers activated to

generate content on behalf of

brands

Insight of Opportunity

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We also source larger macro and mega influencers through our established relationships with celebrity and influencer agents.

Our connections to some of the country’s top talent agents allows us access to celebrities, professional athletes, and well-regarded macro/mega influencers. We are able to negotiate the best rates and terms for our clients as well as maximum deliverables.

Professional football player Matt Ryan and The Busby Family of TLC’s “OutDaughtered” are two influencers we have contracted to visit Greater Williamsburg.

HOW DO WE SOURCE/RECRUIT MEGA INFLUENCERS?

Insight of Opportunity

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HOW DO WE EVALUATE INFLUENCERS?

Follower count/reach

Engagement rate

Niche ( food, family, etc.)

Content quality and aesthetic

Follower demographics

Level of fraud risk

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QUANTIFYING THE VALUE OF INFLUENCER CONTENT

The value of influencer content extends far beyond the campaign duration.

It can be downloaded and repurposed on a brand’s social media, website, and the like, all of which will be outlined in the influencer contract.

Using the Branded Content Tool, we can also promote influencers’ content as an Instagram feed or Stories ad.

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ADDITIONAL WAYS TO USE INFLUENCERS

● Ratings + Reviews○ Activate influencers to experience your product or service and leave a meaningful rating

and/or review. This helps to increase trust for a brand as well as positive sentiment.

● Research + Insights○ Use influencers in your target audience or influencers who have the ability to reach your

target audience and ask them to be part of a focus group as a way to gather research and insights. This helps a brand gain a valuable look at how its core audience views its product or service.

● Referrals○ Provide influencers with a unique code that they can share with their friends, family, and

followers (ie: a percentage off your product/service or access to an exclusive experience). Referrals provide a powerful way to drive an influencer’s audience to explore your brand.

INFLUENCER CAMPAIGNS IN ACTION

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As a way to drive holiday awareness for BJ’s Wholesale Club, a members-only warehouse club, we designed an influencer campaign to showcase the depth of BJ’s offerings during this key timeframe for the brand. The goal was to demonstrate that shopping BJ’s allows you to find everything you need, such as holiday entertaining items, decor, and gift ideas, in one place. Contracted influencers were asked to select a holiday task, go shopping at BJ’s for their items, and feature their finished product in a static post alongside two stories on Instagram. The influencers also hosted a giveaway and challenged their followers to comment in relation to the holiday task for the chance to win a gift card to BJ’s.

Since BJ’s is a members-only club, when we sourced influencers through Mavrck, we were able to provide the client with additional data on how many influencers were already members. Connelly Partners identified 20 influencers based in BJ’s target markets and reaching BJ’s target demographic to publish a variety of parenting, family, and lifestyle content in order to showcase the value and convenience of BJ’s to families during the holiday season.

Each influencer received a $50 gift card to shop for items at BJ’s to carry out holiday task and $100 (plus a $25 gift card to use in a giveaway).

OBJECTIVE

INFLUENCER SOURCING

INCENTIVE

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THE RESULTS

20 Instagram Posts40+ Instastories18 Giftcard Winners

132K total impressions

12.4K engagements on influencer posts

9.38% average engagement rate

$0.28 CPE (average in Mavrck is $0.25 CPE)

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Headed to @bjswholesale this aftn with the whole fam to get a head start on our holiday decor shopping!🎄💫🎅🏻 Bring on all of the garland, wreaths & bright lights! Can’t wait to begin the holiday decorating process (after thanksgiving of course) and to celebrate our first official Christmas in our new home. SHARE YOUR MUST HAVE HOLIDAY DECOR ITEM BELOW FOR A CHANCE TO WIN A $25 GIFT CARD TO BJ’s ! #ad #bjssmartsaver

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AUDIENCE SENTIMENT

WHAT’S NEXT

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INFLUENCERS ON EMERGING CHANNELS

TikTok Activations

This platform offers high potential for rapidly spreading viral videos and maximum brand exposure among a new and young audience.

Since many brands have yet to tap into working with creators on TikTok, we have the opportunity to be a first-mover on this platform and diversify our influencer marketing approach.

Due to the viral nature of the platform, brands are able to activate influential creators at a relatively low cost, but drive millions of impressions and engagements and hit a very competitive CPM.

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Overview: During the month of March, we activated six TikTok creators to make a wildly entertaining video featuring Gorton’s Seafood and the brand’s iconic fish sticks. In addition to creating something entertaining, TikTok creators were encouraged to show how delicious Gorton’s Fish Sticks are, telling the world - and especially seafood skeptics - “you have to try these!”

The campaign produced a diverse array of content and and resulted in 656.3K impressions and 110.8K engagements.

Hashtags and Tags: @GortonsSeafood, #StickWithFish and #Ad

Incentive: $100 - $400 and complimentary Gorton’s Fish Sticks

Campaign Performance Overview*Numbers are cumulative for all creators

656.3KImpressions

110.8KEngagements

$1.7KTotal Cost

2.05%Engagement Rate

6Creators

5.3MReach

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Video Links

@paoladyee, https://www.tiktok.com/@paoladyee/video/6800020476103019782

@annelisejr, https://vm.tiktok.com/pBd83S/

@caleb.green, https://vm.tiktok.com/pHLnYV/

@kuhleeuh, https://www.tiktok.com/@kuhleeuh/video/6800836253752315141

@patrickzeinali, https://vm.tiktok.com/pkuLGr/

@danizvulun, https://vm.tiktok.com/sfG91y/

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INTEGRATED SOCIAL PROOF AT SCALE

QUESTIONS? COMMENTS?

THANK YOU!