5. ME

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4. TAKE ACTION

3. MONITOR

2. DISCOVER1. DEFINE

This framework was coproduced by Traackr and LEWIS PR. LEWIS PR is a global communications agency with deep specialization insocial media and digital marketing. The influencer marketing practice atLEWIS PR is powered by Traackr's influencer discovery and analytics platform.

Influencer marketing starts by first identifying your targetcustomer and understanding who impacts how theydiscover, evaluate, decide and buy.

Influence is contextual so you will need to find peoplewho produce and share content that can impact yourbusiness or your buyer’s decision-making process.

Listen to your influencers and monitor their content. Askyourself: What topics do they write about? What do theyshare? What questions does their audience ask?

Start building a relationship with simple actions (follow,share, link). Get to know them, build trust, then planinitiatives that will let you work together.

Keep track of the relationships you are building and howthey translate into tangible events (visits, introductions,mentions, leads). Learn and iterate.

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Define Your Online Audience

Discover The Right Influencers

Monitor Influencers for Opportunities

Take Action & Engage

Measure Your Results

A Framework for Influencer Marketing5-Step Action Plan & 9 Expert Tips

9 Expert Tips for Influencer Marketing

Think Beyond Demographics Understand Their Community De-Emphasize Primary Reach

Tailor Your Strategy

Mommy bloggers or tech bloggerswon’t cut it. Look for influencersbased on their interests andpassions.

An influencer is influential becausethey have built an audience. Helpthem serve their audience andyou win.

Influencer marketing scales bybuilding quality relationships withselect people and reachingsecondary audiences.

Influencer marketing is not directmail 2.0. Customize yourapproach based on the individualperson.

Create Experiences Play the Long Game

Strive for Relationships

Instead of pushing your news,create experiences for yourinfluencers so they havesomething to react to and share.

The value of your influencerrelationships grows over time.Invest in earning trust andsustaining connections.

When you build a relationshipwith an influencer you unlocktheir potential value.

Provide High ValueFar from pitching, find opportunitiesfor your company to enrich thework of your influencers.

Fundamentally HumanInfluencers are not emptyamplification vessels. Treat themwell and focus on their uniquepassions, interests and personalities.

What is Influencer Marketing?Influencer marketing aims to harnessthe influence of key individuals on thesocial web to meet a business goal bybuilding mutually beneficialrelationships.

What is An Influencer?An influencer has the ability to changebehaviors or impact purchase decisionsin a given context. On the social web,influencers have earned an engagedaudience by producing content onspecific topics.

Relevance

Resonance

Reach

What is influence?