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SMSS Chicago 2019 Influencer Marketing - How to Engage and Manage Influencers for Your Next Marketing Campaign

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In the brave new world of Influencer Marketing, it is sometimes hard to determine where to start, how to acquire influencers, how to manage them, and more. In this workshop, we will cover the newest scope of Influencer Marketing, how to structure your engagement, plan your campaign, make sure your audience is ready and ways to measure success. We will even show you the newest Influencer Marketing tools we are using in the process.

Join Dean DeLisle, creator of Social Jack Business Influencer Development Platform, as he shares his team’s system for managing the whole process, from start to finish, and new ways to look at this rapidly growing strategy to drive your brand to the next level.

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SMSS Chicago 2019 Influencer Marketing - How to Engage and Manage Influencers for Your Next Marketing Campaign

  1. 1. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Social Media Strategy Summit Influencer Marketing Workshop How to Engage and Manage Influencers for Your Next Marketing Campaign #GotInfluence @GetSocialJack @DeanDeLisle
  2. 2. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Dean DeLisle •Business Micro Influencer •Founder and CEO of Forward Progress, Inc. • Creator of Social Jack™ - Influencer Development Platform • Trains and Coach over 2,000 people per month • Trained and Coached over 120,000 in Influencer Development • Influencer Marketing, Social Selling, Personal Branding, Online Event Marketing & Production, eLearning, Lead Generation & Conversion, Social Networking, Digital Marketing • B2B Professional Services, Financial, Insurance, Banking, Private Equity, Legal, Accounting, Technology, etc..
  3. 3. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack
  4. 4. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack My World
  5. 5. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Paired Share for Accelerated Learning: Introduce Yourself to a Partner • Why are you here? • What do you want to learn? • What do you plan to accomplish?
  6. 6. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJackinfo@SocialJack.com @GetSocialJack What and Why of Influencer Marketing
  7. 7. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Course Outline • What and Why of Influencer Marketing (50 min) • The Real Goal • New Definitions • Types of Influencers • Platforms and Numbers • Case Study • The Business of Influencer Marketing (50 min) • Setting Goals • Selecting Right Influencers and Channels • Contracts and Agreements • Content • Budgets and ROI • Measuring ROI Success with Platforms and Tools (50 min) • Why and What to Measure • How to Succeed with ROI • How to Choose • Next Steps for Success
  8. 8. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack What is Influencer Marketing? Influencer Marketing is a very simple notion: a brand using the Influence of an individual to increase awareness or sales of its products. Most common examples: celebrity endorsements or sports sponsorship; campaigns that take place offline, via traditional media. Facebook is the most influential social channel: 19% of consumer purchase decisions are influenced by Facebook posts. Source: Brandwatch.com
  9. 9. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack The Real Goal The goal of influencer marketing is to raise awareness about your brand in an authentic and relatable format. Finding the right influencer depends on your brands focus and the objective you’re hoping to achieve through an influencer campaign. Source: Maddie Davis is co-founder of Enlightened Digital
  10. 10. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack The Benefits • Brand Awareness – Introducing your brand and products to a new audience. • Education – Educating a large mass of consumers at once. • SEO Authority – Getting popular sites to link to you for a huge boost in search ranking. • Social Following – Increasing social following with the support of social media influencers. • Damage Control – Reducing negative opinions and building trust in the audience. • User-Generated Content (UGC) – Raising awareness by encouraging users to share your content socially. • Trust – Developing better brand confidence with user-generated content. • Sales – Bringing in more sales and quality leads through endorsements and customer reviews. Source: Shane Barker
  11. 11. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Influencer Stats Source: Tribegroup.co
  12. 12. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Influencer Stats Source: Tribegroup.co 93% of influencer marketing campaigns now use Instagram. In fact, the use of Instagram Stories in influencer marketing campaigns grew 60% in the last quarter, while the use of Facebook and Twitter declined by 20% and 10%, respectively. Instagram RULES!
  13. 13. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Influencer Stats Source: Tribegroup.co If influencers wish to maintain the trust of their followers, they need to keep creating authentic and original content, even when it’s branded. The bottom line? Influencers know what works for their audience. They know that high-quality, authentic content is what keeps their followers engaged and what will continue to grow their audience. Authenticity Rules!
  14. 14. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Influencer Stats Source: Influencer Marketing Hub Not Slowing Down!
  15. 15. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Influencer Stats Source: Influencer Marketing Hub What to use – how to choose?
  16. 16. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Influencer Stats Source: Influencer Marketing Hub What to expect to pay? Earned media is publicity a firm gains from promotional efforts other than paid advertising. Earned media value (EMV) is a monetary representation of this publicity. Businesses who understand influencer marketing gain impressive returns, up to $18 in earned media value for every dollar they spend on influencer marketing. Even average firms achieve impressive results, with an average earned media value of $5.20 per dollar they spend on influencer marketing.
  17. 17. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Influencer Stats Source: Influencer Marketing Hub What to expect to pay? There are two clear trends evident from a survey of more than 100,000 influencer profiles in that year. Firstly, engagement rates fall the more followers you have. Secondly, engagement is much higher on Instagram than on Twitter, at all follower levels. For example, Nano-influencers with fewer than 1,000 followers enjoy an engagement rate of 7.2% on Instagram, compared with 1.4% on Twitter. At the other extreme, influencers with over 100,000 followers have 1.1% engagement on Instagram, compared to a mere 0.3% on Twitter.
  18. 18. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Four Types of Influencers Sources: Social Media Today, ifluenz, Forbes, Media Post • Mega • Macro • Micro • Nano
  19. 19. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers MEGA Influencers Source: ifluenz Benefits: Massive audience: a post on a mega influencers profile is likely to be viewed by 1M+ people. Celebrity prestige: When a celebrity associates themselves with your brand, it can provide you with a certain level of clout. Potential sales increase: A study in the Journal of Advertising Research found brands partnering with celebrities saw a weekly increase in sales of around 4%. Followers: Minimum 1 Million How to Engage: While most influencers in this category are working with an agent to manage their work, offering money is definitely your best bet in securing a partnership. Working with mega influencers should be handled as professionally as you would any marketing professional, with a thorough and agreeable deal. To save you time and efforts, use an influencer platform. For greatest impact, your influencer campaign should be naturally implemented in the influencers team, to avoid the clearly sponsored affect.
  20. 20. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers MACRO Influencers Source: ifluenz Benefits: Loyal following: Macro influencers’ audiences take their opinions very seriously, generating positive opinions towards your brand. Attainable: While still in relatively high demand, macro influences are much more accessible to the everyday brand than mega influencers. Optimal awareness: Macro influences are especially good at promoting products or services in a natural way, raising awareness on how your brand can benefit their follower’s lives. Followers: 10,000-1 Million How to Engage: Macro influencers are being contacted by brands everyday via comments, emails, direct messages and more, so it’s important to treat them professionally and with an attractive offer to help yourself stick out. Being personal and upfront about what you want and what you’re offering is the best route for working with macro influencers. When crafting your campaign brief, remember these influencers know what they’re doing and what their audiences best respond to. Trust their judgement.
  21. 21. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers MICRO Influencers Source: ifluenz Benefits: Engagement: Micro influencers drive 25-50% engagement per post. Cost effective: Micro influencers are often motivated by experiences and VIP treatment. Great for local business: Micro influences are a great option for local businesses to get the benefits of influencer marketing in their target market. Followers: Typically Under 10,000. How to Engage: Micro influencers can be contacted directly with a DM or comment. However, it’s always safer to contact them through influencer platforms like Ifluenz. These influencers are doing what they do because they enjoy it, so treating them to free samples when a new product launches or inviting them to events is all it takes to reap the benefits.
  22. 22. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers NANO Influencers Source: MediaPost Benefits: Response: Research shows consumers would rather listen to recommendations of friends and family — which attests to the value of Nano Influencers who feel more like friends, or individuals you can relate to, even people you may know in real life. Less expensive method of distribution, with some nano influencers willing to except a value exchange (e.g., product or samples) instead of cash. A good solution if you need to reach hyper-niche communities. Often have more trust among their follower base. Followers: Under 5,000 Less likely to have any fake followers or bots! How to Engage: Although “Nano Influencer" is a term that has recently been coined, there really isn’t anything new about it. Nano influencers — defined as influencers with roughly less than 5K followers — have always been around, as brands have long sought to harness the power of an endorsement from brand advocates and customers. They are typically all are all around your brand already.
  23. 23. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Paired Share for Accelerated Learning: • What type of influencer makes sense for your brand and why? • Ask each other questions
  24. 24. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Pros and Cons of Nano/Micro Influencers Pros • Authentic • Cheap (On average, a Micro Influencer costs around $180 per post on Instagram) • Campaigns are easy to execute • Higher engagement • More targeted audiences Cons • Limited reach • Capped visibility (most influencer platforms setting a 10k follower limit, the visibility and reach of content is capped) Source: Social Media Today
  25. 25. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack What Do Influencers Care About? 1. Creative freedom – You can still manage 2. Do not over edit content! – Voice Changes 3. Live video vs. graphics – see what they do now 4. Paid media – expect to pay to boost 5. ROI - Too much attention to numbers vs. great content 6. Brand support – acknowledge them! 7. Understand them – do your homework 8. Be personal with them – they are people 9. Respect their rates – still negotiate 10.Prioritize alignment over compensation Source: Forbes, i-SCOOP, Business2Community
  26. 26. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Case Study: La Croix La Croix Sparkling Water started using Micro Influencers to promote its brand primarily on social media marketing, especially by millennials. La Croix identifies micro-influencers on Instagram and asks them to share product awareness posts. It finds micro-influencers by searching branded hashtags, such as #LiveLaCroix, and when users tag the brand on Instagram. It specifically targets profiles with lower follower counts to maintain a feeling of authentic "realness" that appeals to millennial Instagram users. Then, La Croix reaches out to them with product vouchers or other offers to post pictures with the sparkling water. Source: Hubspot
  27. 27. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJackinfo@SocialJack.com @GetSocialJack
  28. 28. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJackinfo@SocialJack.com @GetSocialJack The Business of Influence
  29. 29. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Design Your Dream Influencer Marketing Campaign
  30. 30. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Paired Share for Accelerated Learning: • Share your dream Influencer Marketing campaign with your partner. • Ask each other questions
  31. 31. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack What is Your Product and Purpose • What are you selling? • What is you Brand story? • Is it a product, service or brand? • Definition? • What is the destination? • Why are we doing this?
  32. 32. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Influencer Team Champions • Trusted Advisors • Business –knows what your business • Brand – knows and is a champion of the brand • Digital – knows your digital business strategy overall • Social – knows your social channels • Analytics – knows the numbers and metrics online and offline • Financial – knows the goals and numbers of the business
  33. 33. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Who is Your Target? • Audience demographics • Category • Beauty/Fashion • Cooking/Food/Beverage • Fitness/Exercise • Apps/Software • Technology/Gadgets • Business/Entrepreneurs • Other
  34. 34. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Who is Your Target? • Audience demographics • Age Range • Gen Z (born 1996-TBD) • Millennials (born 1977-1995) • Gen X (born 1965-1976) • Baby Boomers (born 19456-1964)
  35. 35. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Who is Your Target? • Audience demographics • Geography/Ethnicity • Local • National • International • Languages • Nationality
  36. 36. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Choosing the Right Social Media Channels • Different platforms are used to reach different audiences and demographics • Choosing the right social media channel will allow you to target your specific group of customers. • Consider the type of engagement you want to achieve • Keep this in mind when looking for/choosing an Influencer
  37. 37. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Lots of Micro Influencers, Millennials, Gen Z Business Professionals YouTube All Ages – Many Young Mix of Families and Business Social Media Channels
  38. 38. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers By 2020, spending on Instagram influencers is projected to reach $2.3 billion. Brands of all types are supplementing traditional advertising with Instagram influencer marketing to acquire customers online. Source: mediakix Insta Rules
  39. 39. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Goals Get Real with the Numbers! • Identify your target audience • Select a platform • Set your budget • Current KPI’s • Establish Key Performance Indicators (KPIs).
  40. 40. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Key Performance Indicators: • Audience reach • Impressions • Views (platform dependent) • Engagement Rate (ER) • Click-Through Rate (CTR) • Increase in followers (GAIN) • Signups (Leads) • Sales = $$
  41. 41. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Identifying the Right Influencer for Your Brand • Do Your Research! This person is representing our brand • Check out all their Social Media platforms (and Google) • Discuss topics that could undermine the value of your products or services • Ensure they are polite, articulate, write well-researched posts • Don’t base decisions solely on followers- include Influencers who will not charge thousands for posts and will let you have multiple Influencers on campaign
  42. 42. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Influencer Checklist – Questions to Ask • What are your goals? • Are you already a fan of the brand? • What kind of content do you love to produce? • Are you working with any other similar brands or plan to? (Competitors?) • Do you offer ”takeovers” on accounts? • What is the approval policy for the content you create?
  43. 43. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Influencer Quick Score Worksheet
  44. 44. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Paired Share for Accelerated Learning: • Think of an Influencer • Practice scoring • Share with your partner
  45. 45. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Establish Influencer Agreement • Standard agreement of terms • Timelines of the campaign • Deliverables. What precisely is the Influencer expected to do as part of this contract? • Cancellation clauses “collateral details” • Confidentiality and Exclusivity • Any approval process • Compensation • Payment Terms
  46. 46. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Establish Influencer Agreement
  47. 47. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Choosing an Influencer • Score them • Do a hashtag search to find out who is already posting about your brand or trend (attach to influencer to attach to trend) • Do keyword research • Use an influencer marketing tool [See Example List] • Ask others for recommendations • Ask the Influencer to show any positive past results (references) they have for similar work. This helps you both see their success and be sure that they are able to communicate. • Have an agreement or contract
  48. 48. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Remember that you are not building an infomercial with a celebrity telling your audience to buy your products. Instead of listing all the benefits your audience will gain from buying your service or products, make sure your Influencer generates organic posts that make it obvious and relevant to your consumers. Pro-Tip1: Your company might want to consider investing in business development of your CEO's online presence and helping them to become a Influencer. Business Influencers are often writers, keynote speakers or experts who have PR teams to ghost write content for these CEOs to make help them become Influencers. Pro-Tip2: Support Influencer Development within your organization to convert advocacy to Influence Pro Tips
  49. 49. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Paired Share for Accelerated Learning: • Who are advocates you can transition into Influencers?
  50. 50. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Review Content Before Publishing • Before any posts are published, you need to ensure your content aligns with your campaign requirements and your advertising guidelines. Although you must give your Influencer creative freedom, it is important your review all posts, images, and videos before they are published. • Have a chain of communication for approval (Influencer > Coordinator/Team or Coordinator/Team > Influencer)
  51. 51. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Social Media Mapping
  52. 52. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Use Calendar to Help Execute
  53. 53. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Optimize Content • To amplify your Influencer Marketing campaign, be sure to promote posts before and after they are launched. You can also ask your influencer to promote posts throughout their social media platforms. • Use tagging (with permission) to expand your follower base • Use #hashtagging to identify and connect to trends
  54. 54. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Source: Social Media Today 2-3 7-9 1-2 2-3 #hashtagging best practices
  55. 55. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Optimize Content with Video Source: FBFPrime.com
  56. 56. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJackinfo@SocialJack.com @GetSocialJack
  57. 57. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJackinfo@SocialJack.com @GetSocialJack Measuring ROI Success with Platforms and Tools
  58. 58. How to Use LinkedIn for New Business Development Influencer Development Are You a Business Influencer? SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Influencer Stats Source: Influencer Marketing Hub What to use – how to choose?
  59. 59. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers David Zaretsky CEO / Founder at Snips Media; Adjunct Professor at Northwestern University & DePaul University David is an accomplished entrepreneur, researcher, technology advisor, lecturer, and published author with expertise in the fields of VLSI, high-performance computing, and data science. He has co-founded and developed technology for companies in areas of electronic design automation, aerospace & defense, high-frequency trading, ad tech, and social media. Most recently, David is the founder and Chief Scientist of Snips Media. Launched in 2012, Snips is the first performance-driven social influencer platform and network, allowing brands to reward influencers on driving real, measurable results. David earned his Ph.D. in Electrical and Computer Engineering from Northwestern University in 2005 and has authored numerous conference and journal publications on his research. David serves as an adjust professor at Northwestern University, where he teaches courses in VLSI and high-performance computing.
  60. 60. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Measure Results • Look back at the KPIs you defined when putting together your campaign strategy and answer these questions: Have you made progress? • What have you learned from your audience? • Which posts are performing the best? • Which posts are underperforming? • Use this information to educate your team… again and again! As with any marketing efforts, you need to make sure that your Influencer campaign is performing to the best of its ability to deliver ROI
  61. 61. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Key Performance Indicators: • Audience reach • Impressions • Views (platform dependent) • Engagement Rate (ER) • Click-Through Rate (CTR) • Increase in followers (GAIN) • Signups (Leads) • Sales = $$
  62. 62. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack GREATEST CHALLENGES BRANDS ARE FACING IN 2019 Measuring ROI & Fraud were the top challenges for brands heading into 2019.
  63. 63. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack HOW MUCH DO INFLUENCERS CHARGE? ◼ Typical Pay-to-Post Rate based on Following:  $0.01 Per Follower (e.g. $10 CPM)  Example: 100K Followers * $10 / 1000 = $1,000 Per Post  Based on Average Engagement Rates (likes + comments):  10% = $100 CPM  1% = $1,000 CPM  0.1% = $10,000 CPM ◼ For most brands, this is not a scalable model
  64. 64. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack HOW ARE BRANDS MEASURING ROI? ◼ Brands pay influencers based on:  How many followers (CPM)  Flat rate  No guarantees ◼ Brands measure ROI on:  Social media engagement:  Likes, Follows, Views, Shares  Coupon Activations  Traffic patterns
  65. 65. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack SOCIAL MEDIA FRAUD What are example sources of social media fraud? ◼ Facebook / Instagram Pods ◼ Traffic Exchanges ◼ Bots ◼ Software / Programmatic ◼ Headless Browsers ◼ Much more!
  66. 66. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack EXAMPLE FRAUD: INSTAGRAM PODS ◼ An Instagram pod is a group of people who artificially inflate engagements on each others social media accounts. ◼ Pods may contain anywhere from tens to thousands of people ◼ Pods' rules vary, but essentially, whenever a user posts something new, they share that post in the direct message, and everyone in the group is required to like or comment. ◼ Primary source of Instagram Pods is via Facebook groups and Telegram
  67. 67. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack EXAMPLE FRAUD: INSTAGRAM PODS Since joining the Instagram Pod, Christine’s audience engagement increased by about 10x in only a few days.
  68. 68. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack WHY MORE BRANDS ARE MOVING TO PERFORMANCE-BASED MODELS ◼ Social media stats are vanity metrics & heavily inflated ◼ Stats can’t be easily validated ◼ Difficult to discern fake vs real accounts ◼ Advanced fraud techniques very difficult to detect ◼ No standards on pricing ◼ Difficult to measure ROI ◼ Lack of data to back up performance ◼ Pay-to-post is a financial risk if campaigns do not perform ◼ Unable to scale influencer programs
  69. 69. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers sni.ps/xyz click-through INFLUENCER DISCOVERY & ANALYSIS PERFORMANCE-DRIVEN INFLUENCER MARKETING STRATEGY SELECTED INFLUENCERS CONTENT + PERFORMANCE CAMPAIGNS sni.ps/xyz AUDIENCE SOCIAL INSIGHTS DATA SOCIAL / MOBILE / WEB AD CAMPAIGNS BOOSTING RETARGETING TRACKING PIXELS ENGAGEM ENT SOCIAL FOLLOWERS & FANS SOCIAL BUZZ (CPC) SOCIAL IMPACT (CPV) SOCIAL VERIFY (CPC) SOCIAL SWEEPS (CPL) SOCIAL MARKET (CPA) REAL-TIME ANALYTICS & REPORTING ANALYTICS + CONVERSIO N TRACKING
  70. 70. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack SNIPS PERFORMANCE-DRIVEN INFLUENCER MARKETING PLATFORM RELATIONSHIP MANAGEMENT Manage influencer relationships in onboarding, content creation, posting & reporting. INFLUENCER DISCOVERY Search from influencers with detailed audience demographics and insights. DEEP AUDIENCE INSIGHTS Detailed demographic reporting on age, gender, ethnicity, education, income, interests & more. PERFORMANCE–DRIVEN CAMPAIGNS Pay on results with 8 performance-driven campaigns based on CPV, CPC, CPE & CPA. PROGRAMMATICALLY SCALE Programmatically reach audiences across social media, websites & messaging platforms. REAL-TIME ANALYTICS Measure ROI and track engagement through conversions, sales or signups. ANTI-FRAUD PROTECTION Real-time monitoring of 800M IPs, traffic validation, and audience authentication. AUDIENCE REMARKETING Retarget consumers exposed to influencer content across social media and the web. PROGRAM MANAGEMENT Create programs, streamline content creation, manage campaigns & payments.
  71. 71. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Remember: • Every Influencer is different • Every campaign is different • Social Media Marketing changes every 15 seconds
  72. 72. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Influencer Marketing Program
  73. 73. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Influencer Development Program
  74. 74. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Social Selling
  75. 75. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Influencer Marketing for Events
  76. 76. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack www.MyInfluenceFactory.com
  77. 77. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Finally…. 1. Group to your goals 2. Build a support team – do NOT go alone! 3. Identify and commit to your KPI’s (budget matched to realistic success) 4. Use relevant @Tags and #Hashtags 5. Engage with your Influencer's posts 6. Always negotiate pricing 7. Ensure your contract includes goals and guidelines how your Influencer will work with you. 8. Make sure it’s the right influencer! There are 8 musts to a successful Influencer Marketing campaign and these are:
  78. 78. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack By using the steps we covered today to execute your Influencer Marketing campaign you will be able to create a deeper connection to your audience, helping you build on your brand’s visibility, enhance your product and service awareness, and communicate with your audience in a more natural and effective way. Source: Brandwatch
  79. 79. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack Over 300 classes in everything from Social Selling to Influencer Marketing Enjoy 90 days of free access by using Promo code SMSS90DAYS www.SocialJack.com RESOURCES
  80. 80. How to Use LinkedIn for New Business Development How to Engage and Manage Influencers SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack www.SocialJack.com RESOURCES
  81. 81. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack
  82. 82. SocialJack.com facebook.com/SocialJackinfo@SocialJack.com @GetSocialJack How to Engage and Manage Influencers Connect WITH us!

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