7. • Focus on your impact on the bottom line:
Web purchases driven by social media, influencer or
affiliate marketing
Web traffic
New leads and email acquisition
Brand lift
• Context is key!
Analytics for the C-Suite
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17. 17
“It’s OK to just sit and be with someone…
Sometimes you can sit on a balcony and stare at
the sea and just look at your husband. In the
moment I did that I remembered every single
reason I fell in love with him and a few more
that popped up. I noticed how at peace he
looked when he looked out on the open water. I
saw the general joy and glee on his face when
“The Love Boat” theme music played at noon or
when we departed a port. I noticed that he
looked at me with this look of complete love. All
of those things were said in silence. The
absolute best kind of silence.”
19. • Select influencers who have (or would have) authentic
passion for your product/brand
• Let influencers collaborate – result can be more than
the sum of its parts
• When in doubt, put it in the contract!
• DISCLOSE
Tips for Influencer Collaborations
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20. • Brand lift studies
• Clicks to website
• Social engagements
• Video views
• Social reach & blog UVM
Measuring Influencer Campaigns
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22. • Follow the “rule of 3”
• Be prompt, personal and respectful
• Be consistent across customer care channels
(phone, in-person, email, social)
• Accept that you can’t make everyone happy
Managing Challenging Conversations
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