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Influencer partnerships: forget followers, let's talk return

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Influencer partnerships: forget followers, let's talk return

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What's hot in the world of influencer marketing? Influencer partnerships! Flip through this quick SlideShare to discover how to go beyond vanity metrics and the eight key steps to measuring real ROI in your influencer partnerships.

What's hot in the world of influencer marketing? Influencer partnerships! Flip through this quick SlideShare to discover how to go beyond vanity metrics and the eight key steps to measuring real ROI in your influencer partnerships.

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Influencer partnerships: forget followers, let's talk return

  1. 1. Influencer partnerships Forget followers, let’s talk return
  2. 2. Meet the tastemakers, trendsetters, and knowledge leaders of today.
  3. 3. 65%** 15B* Source: AdAge , 5 ways influencer marketing will evolve in 2020 of influencer marketing budgets were projected to increase in 2020 * They are driving the influencer marketing revolution 65%* $ market by 2022 Influencer marketing will be a
  4. 4. Why influencer partnerships are hot hot hot!
  5. 5. 65%** * Source: Influencer Marketing Hub of consumers consult blogs, vlogs, or social posts before buying 60% ** * + No ad blocking + No ad blindness + Trust and relatability + Format diversity: Tweets Posts Videos Audio content
  6. 6. Good question. What about ROI for influencers?
  7. 7. Too many brands only tally vanity metrics, like ...
  8. 8. Reach / Followers
  9. 9. Reach / Followers Likes
  10. 10. Reach / Followers Likes Comments
  11. 11. Reach / Followers Likes Comments Shares
  12. 12. Reach / Followers Likes Comments Shares Tweets & Retweets
  13. 13. Reach / Followers Likes Comments Video Views Shares Tweets & Retweets
  14. 14. Reach / Followers Likes Comments Video Views Pins & Repins Shares Tweets & Retweets
  15. 15. Vanity metrics = Earned media value Arbitrary The bottom line? =
  16. 16. Influencers haven’t been incentivized to be ROI-focused. Prioritize ROI for brand partners Want performance metrics to optimize posts 7.5% 12.5% 80%Don’t care about Accountability Metrics
  17. 17. Why is it so hard?
  18. 18. 78%of U.S. marketers say . . . * Source: Mediakix, Influencer Marketing 2019 Industry Benchmarks measuring ROI is a major challenge of influencer marketing *
  19. 19. Because owners of influencer relationships . . . . . . each have different KPIs Social marketing Business development Public relations Content marketing
  20. 20. The solution?
  21. 21. Treat influencers as true partnerships, and not just branding megaphones Influencer Partnerships Long-term influencer partnerships should be treated and managed like an acquisition channel.
  22. 22. Understand the value of your investment buys By managing influencers as an acquisition channel, you can . . . Align measurement with revenue KPIs PARTNERS MARKETING YOUR INFLUENCERS SALES
  23. 23. Will influencers buy into this revolutionary idea? They have no reason not to — you can assess campaign performance while upholding the pay-per-post terms they expect.
  24. 24. 8 keys to measuring influencer ROI
  25. 25. Reward the full attribution path, not just the last event Introducers bring your brand into a consumer’s mindspace Contributors keep your brand top-of-mind as consumers contemplate a purchase Closers are the final point of persuasion that drives the conversion 1
  26. 26. Combine payout and revenue data to calculate ROI per influencer 2
  27. 27. Define your goals and recruit your influencers accordingly 3
  28. 28. Track and monitor everything 4
  29. 29. Use a partnership automation platform that supports diverse tracking, reporting, and commissioning models 5
  30. 30. (Authenticity will suffer) 6 Don’t micromanage your influencers!
  31. 31. Optimize contract terms with your influencers to reward value 7
  32. 32. Get cozy with your high-converting influencers, lose the low earners 8
  33. 33. In summary Know your goals Measure everything Choose the right technology Reward value Nurture high performers Lose low performers
  34. 34. Want to dig deeper? Go to: www.impact.com/influencerperformance Or just get started now — contact an influencer growth technologist at grow@impact.com

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