* Tools and tactics to identify the right influencers for your market. * Successfully activating influencers. * Measuring & managing engagement, content & reach to achieve ROI.

1. INFLUENCER
MARKETING
GILES HARRIS
FOUNDER & MANAGING DIRECTOR
COME ROUND

2. THE STARTING POINT
WRITE A STRATEGY | SET YOUR GOALS | SET YOUR BUDGET
• Sales (link-building & affiliate marketing)
• Awareness through Reach (high reach – more eyeballs)
• Awareness through Engagement (lower reach – more engagement)
• Content creation (review generation/pictures/videos)
• Feedback (What did you think of the product?)
• Brand advocacy (long-term relationships)

3. • For existing brand advocates
• Add contacts manually
• Keep track of influencers
• Can be used for outreach
IDENTIFY YOUR INFLUENCERS USING
NIMBLE

4. IDENTIFY YOUR INFLUENCERS USING
COOSTO

5. IDENTIFY YOUR
INFLUENCERS
THE PAGE AUTHORITY CHECK (USING MOZRANK) – AIM FOR 30+
THE ENGAGEMENT CHECK (LAST 3 POSTS)

6. ACTIVATE YOUR INFLUENCERS
ALWAYS USE E-MAIL
ENGAGE | EQUIP | EMPOWER
ENGAGE
Mix business with pleasure. The #1 motivation for influencers is money. Have a budget available.
Make sure you get to ‘’know’’ the influencer – read through their blog, look at their content. A
personal touch goes a long way.
EQUIP
Influencers can create content out of nothing – but you need to do better. Provide these influencers
with something unique – something exclusive. An experience they (as consumers) would love to be
part of.
EMPOWER
Leave your guidelines at home – there is a reason these influencers have generated a following in
the first place; let them create the content the best way they think it will resonate with their
following.

7. ACTIVATE YOUR INFLUENCERS

8. #PANASONICSLOWJUICER

9. #MACARONMANICURE

10. #ATOMIST (MORPHY RICHARDS)

11. START MEASURING
• Sales (link-building & affiliate marketing). How many clicks & purchases were made
through the URL provided to the influencer? Use Google Analytics for this – or even
bit.ly (less accurate – but easy to set up)
• Awareness through Reach (high reach – more eyeballs). How many opportunities to
see has the campaign hashtag generated? Benchmark against expected values
• Awareness through Engagement (lower reach – more engagement). What are the
average engagement figures? (likes + comments) / total following = engagement rate.
Average should exceed benchmark
• Storytelling (content creation). Quality of content created (can this be re-purposed?)
as well as the above metrics
• Feedback (What did you think of the product?). Always provide influencers with a
feedback form – ask them about the product so you can get an honest opinion
• Brand advocacy (long term relationships). Within the feedback form – questions such
as ‘likelihood to recommend’ and ‘likelihood to purchase’ should be incorporated.

12. MEASURING MORPHY RICHARDS
#ATOMIST CAMPAIGN
• Net Promoter Score shift of 32+ percentage points (pre
vs post campaign)
• 141 Atomist reviews on Morphy Richards website &
Amazon
• 222,899 indirect offline conversations &
recommendations
• 1.2 + Million online hashtag impressions across social
media
• Average engagement rate of 5.8%
• 361 pieces of UGC created
• 62% of guests have indicated a high likelihood to
purchase the product