Influencer marketing strategy - module 6 lesson 3

Create a pitch deck for a social
media influencer strategy as your
final course project.
Learning objective for Module 6, Lesson 3

Guy Kawasaki’s 10/20/30 rule
• Guy Kawasaki advocates the
10/20/30 rule of PowerPoint.
• He says a pitch should have 10
slides, last no more than 20
minutes, and contain no font
smaller than 30 points.
• And he says this rule is
applicable for any
presentation designed to pitch
a new strategy or startup.
Source: Guy Kawasaki, “The Only 10 Slides You Need in Your Pitch,” March 5, 2015

10 slides
• Why is 10 the optimal number
of slides in a PowerPoint
presentation?
• This impossibly low number
forces you to concentrate on
the absolute essentials.
• You can add a few more, but
you should never exceed 15
slides – the more you need,
the less compelling your plan.

20 minutes
• You should present your 10
slides in 20 minutes.
• Here’s the thinking behind the
18-minute rule for a TED Talk:
It’s long enough to be serious
and short enough to hold
people’s attention.
• So, even if you have an hour
time slot, give your pitch in 20
minutes and leave the other
40 minutes for discussion.

30-point font
• This is 30-point font.
• I also use 26-point font.
• If “30 points” is too dogmatic,
then find out the age of the
oldest person in your audience
and divide it by 2.
• That’s your optimal font size.
• Even an executive sitting in the
back of the room can read the
bullets on your slides.

Learning objectives vs. purposes of pitch
• The twin purposes of your
pitch are to get buy-in of your
strategy and a budget for your
program, not to cover every
aspect of what you’ve learned
over the past 6 weeks.
• So, your objective is to be
clear on what an effective or
successful influencer
marketing program looks like.
Source: Raydar, Medium, “10 (Free) Stock Photos to Boost Your “Guy Kawasaki 10 Slides Pitch Deck” Template,” Jan. 26, 2017

Influencer Marketing Strategy
Provide your name and title (if any), company name (if
any), address, email, and cell number.

Problem/opportunity
• Describe the pain that you’re
alleviating or the pleasure
you’re providing.
• For example, you can explain
the ugly social media
marketing problems that an
influencer strategy solves.
• Or, you can discuss why many
believe influencer marketing is
“the next big thing.”

Value proposition
• Explain the value of the pain
you alleviate or the value of
the pleasure you provide.
• For example, on average,
businesses are making $6.50
in revenue for each $1 spent
on influencer marketing.
• 70% are earning $2 or more,
and the top 13% are earning
$20 or more.

Underlying magic
• Describe the strategic insight,
secret sauce, or magic behind
your program.
• The less text and the more
visuals the better.
• If you have a video, this is the
time to show it.
• If a picture is worth 1,000
words, then a video is worth
10,000 slides.

Business model
• Explain who has your money
temporarily in their pockets
(consumers, business buyers,
or donors) and how you’re
going to leverage influencers
to get it into yours.
• By calculating the return on
marketing investment, you can
to make a persuasive business
case for influencer marketing.

Go-to-market plan
• Explain how influencers are
going to help you reach your
customer without breaking
the bank.
• Describe how you will
overcome the main challenges
when rolling out an influencer
engagement strategy.
• And explain why creating
content influencers will share
with your customers is also key.

Competitive analysis
• Provide a complete view of the
competitive landscape.
• Too much is better than too
little.
• No login credentials are required
to connect competitors’ social
media pages.
• So, use TrueSocialMetrics to
analyze your competitors’
strategy and campaigns.

Influencer marketing team
• Describe the key players of
your influencer marketing
team, you board of advisors (if
any), as well as your outside
agency (if you have one).
• It’s okay to have less than a
perfect team.
• If your team was perfect, you
wouldn’t need to be pitching.
Source: Raydar, Find Free, Budget, Premium Stock Photos Faster

Projections and milestones
• Provide a 3-year forecast
containing not only dollars but
also key metrics, such as
number of customers and
conversion rate.
• Do a bottom-up forecast, not
top down.
• This helps to keep expectations
realistic about what influencer
marketing can achieve over a 3-
year period.

Status and timeline
• Explain the current status of
your program, what the near
future looks like, and how
you’ll use the budget you’re
trying to get.
• The twin purposes of your
pitch are are to get buy-in of
your influencer marketing
strategy and a budget for your
influencer relations program.

Summary and call to action
• Problem.
• Your solution.
• Business model.
• Underlying magic.
• Marketing plan.
• Competition.
• Team.
• Projections and milestones.
• Status and timeline.
Source: Raydar, Find Free, Budget, Premium Stock Photos Faster

Peer-graded assessment: Apply what you have
learned to create a pitch deck for a social
media influencer strategy as your final project.

Influencer marketing strategy - module 6 lesson 3

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