S o c i a l media

influencer
marketing –
A framework
for success.

Smart ideas. Big

changes.
What’s this a l l a b o u t ?

• Define social media influence

• Share some examples to help spark some ideas
• Prompt you to think about how social media
influencer marketing could work for you
• 7 categories of social media influencer
• 11 rules framework to help you make it happen
W h a t is i n f l u e n c e ?

“ Yo u h a v e b e e n
influenced when you
t h i n k in a w a y y o u
wouldn’t otherwise
have thought, o r d o
something y o u
wouldn’t otherwise
h a v e done.”
P h i l i p S h e l d r a k e - T h e Bu s in e s s o f I n f l u e n c e
W h a t is s o c i a l m e d i a
influencer marketing?
Identifying and working with people
who can spread your message in
their social networks:
1. To reach existing or new
audiences
2. To make them think, feel or do
something
3. With some measurable
business building outcome
W h y it’s i m p o r t a n t ?

1. Diminishing tolerance of ads

22% of UK adults using adblockers (IAB)
2. Social media a “media time suck” 16 – 24s spend
6-7hrs a day online, 1.5hrs on social media (OFCOM)
3. Changes in influence – “the inversion of trust”
 I t s big business

Source: Economist
U n d e r s t a n d i n g c h a n g e s in
influence

Source: Edelman’s Barometer of Trust

 Myths a b o u t influencer
marketing
• Free
• Prohibitively expensive for small brands
• Doesn’t work in B2B
• “Jumped the shark”
C a t e g o r i e s o f s o c i a l media
influencer
7 Categories o f social
media i n f l u e n c e r
1.Celebrity
2.Professional Top Tier
3.Professional Power Middle
4.Mid-Tier
5.Micro influencers
6.Customer Advocates
7.Staff Advocates
Celebrity influencers
Professional top-tier soci

P r o f e s s i o n a l t o p t i e r s o c i a l media
influencers
Professional power-middle social
media i n f l u e n c e r s
Mid-tier s o c i a l media
influencers
Micro influencers
Micro influencers
Customer
advocates
Celebrity influencers
Customer Advocates
 Long Tall Sally – good example of a
campaign based approach to Customer
Advocates

40th anniversary photo shoot with loyal

customers

Customer advocates
Staff advocates
11 G o l d e n r u l e s – A
framework f o r social
media i n f l u e n c e r m a r k e t i n g
 R u l e 1: C l a r i t y
• Define influencer marketing your brand/organisation
• Which blend of influencers could would best for you?
• Who funds/manages/measures?
• Agency or direct relationships?
• Are you building long or short term relationships?

“ focus on creating mutual value f o r a l l 3

p a r t i e s : A d v e r t i s e r – I n f l u e n c e r – Audience”
Michelle G o o d a l l
 R u l e 1: C l a r i t y
“unique and cannot be replicated by
a media buy or any above-the-line
campaign.
It’s a dialogue that is an essential
part of the advocacy process and
one that should be viewed by any
smart PR and communications
agency or brand as rare and
precious.”
Dom Smales – Gleam Futures (PR
Week)
R u l e 2: R e a l i t y
Define which organisational and departmental objectives your activity
supports. Align with or set specific objectives and KPIs.
Influencer marketing can support:
1. Sales
2. Product development/innovation
3. Brand - awareness/share of voice/messaging/sentiment/
reputation
4. Market research/insight
5. The Employer Brand
R u l e 3: P a r i t y
• Due diligence required
• Do we fit? Do we share similar values?
• Will there be any nasty surprises further down the line?

“It’s not just about money. We have to do as much research as the brands
who approach us. The wrong tie-up could have a devastating impact for us.”
Professional Top Tier Influencer

“It’s so much more important that they share our values than reach an extra
few thousand people. We want relationships that last, with people we like to
work with.”
Marketing Director – Fashion/Beauty Brand
Vs t h e r e a l i t y o f s h o p p i n g a n d
b a k i n g w i t h kids…
R u l e 4: I n t e g r a t i o n
• Ensure that social media influencer marketing is not siloed – consistent
messaging
• Maximise value from social influencers – offline content/internal comms
etc.

“We’ve learnt that whatever we do with influencers, it has to be carefully

integrated across all our communication platforms. That gives us the
biggest ROI and the greatest clarity of message.
It wouldn’t work for us to be talking about one thing on social media,
something else on TV and something else on PR.”
Joanna Kinloch – Head of PR and Internal Comms – Tesco Mobile
Results

• >53 million reach for campaign

• >1.2 million views of influencer video content
• Longevity of content linking to and on Tesco Mobile
hub
• Measurable brand metrics
• Consistent messaging through all channels
• Reaches and impacts 3 distinct target audiences
R u l e 5: N u a n c e a n d
niches
“It’s essential for us to understand who are they actually
influencing.

Once we have a clear overview of who they influence and who

they’re influenced by, it helps determine if they’re a good fit for us.”
Ruxandra Mindruta – Influencer Manager - Brandwatch
R u l e 5: N u a n c e s a n d
niches
Case S t u d y
• Brandwatch used own analytics tools
to identify 40 influencers, both US and
UK
• Top Trumps cards designed and sent
to influencers to kickstart relationship
• 10m impressions, 400 social posts
• Reached and started relationship with
very important global influencers
Case S t u d y
• Sustained, managed
influencer programme
• Event invitations
• Early product views/acces s to
analysts
• Webinars, Blabs
• #Asktheexpert g
• blog content
 Identifying a n d selecting
influencers
Most social media
influencer research done
manually according -
Econsultancy / Fashion &
Beauty Monitor survey.

Tools like Fashion and Beauty Monitor, Brandwat ch,

Traackr make it easier, but offer different data.
Who they influence, Influencer Type,
Category, Past brand partnerships, reach,
rates etc.
Fake f o l l o w e r s /
engagement?
Always an issue in social. New
channels = new challenges.
$440 buys 50,000 followers,
5,000 likes and 500 comments!

Commercial tools provide security.

Check for spammy Instagram accounts
<2% engagement rate
speed of likes (level off at 5 mins)
types of accounts liking/following (lots of numbers,
private/child accounts, different language, spammy
posts etc.)
 Automating influencer
marketing?
Minefield of platforms.
Best provide – analytics, IP
transfer and ongoing quality
review of influencers.
Useful if short on time/
resource.
However, you do risk lack of
control.
Quantity over quality.
R u l e 6: S t a t e i t s
worth
• Revisit objectives
• What’s your allowable CPA/CPE/CPC for the
outcomes you want from influencer marketing?
• What is an equivalent media spend to reach
similar audience?
• What's the cost to achieve those objectives via
other mediums/channels
• What’s the cost to create your own content?
• Set budgets and plan with this in mind - don't
undervalue (or overvalue) influencers
“Our industry is well ahead of many sectors.

But big names have made it hard for the mid-

tier bloggers to get a foothold. Unscrupulous
mid-tier bloggers are swelling themselves with
fake followers/likes and are charging
astronomical prices.

Bottom line is that I’ve got to show sufficient

ROI on £7k for an Instagram post, so we’re
targeting emerging, niche, interesting
influencers.”
Head of Marketing/Comms – Fashion Brand
Is i t a l l a b o u t t h e m o n e y ,
money, money?
• 69.7% of influencers prefer payment for placement
• Many use affiliate programs and look for blended deals with advertisers
• Some 3rd party platforms provide “Pay per engagement or Pay per view” - modified
version of PPC - pay the influencer rather than Google
• Some accept product or experience in return for review/coverage - a more traditional
PR approach
• Many value intangible compensation e.g.
• Strengthen their status as opinion leaders by association
• Increase their reach
• Improve their content quality
• Shape or evolve their own image
• VIP – provide access to people, information, events etc.
R u l e 7: WIIFM?
• Talk to them! Be fair….look at your allowable CPA/CPE/CPC or
equivalent media spend “rare and precious” (i.e. don’t take the p!$
$ but don’t be duped)
• Many Fashion Beauty Monitor influencers on their database
provide guide rates – most open to discussion
• Explore different types of value: affiliate/commission, early doors
views on new features (b2b), meeting the talent, experiences etc.
• Remember, influencers are very well connected and talk to each
other!
 Contacting influencers

• Ensure you’ve done your research – make your email/

message personalized and to the point.
• Contact them first on their platform of choice - Are they mos t
active on LinkedIn, Twitter, or is email their preferred means
of getting in touch?
• Put a premium on their needs first “what’s in for them
(WIIFM)” not your own requirements and expectations.
 Possible M o d e l s f o r
collaboration
• PR approach
• Gifting
• Competitions and Giveaways
• Events
• Sponsored blog posts
• Sponsored social media posts
• Guest blogging
• Influencer takeover
• Advertising or Affiliate Partnership
• Brand endorsement/ambassador
• Creative collaborator
R u l e 8: R e l i n q u i s h
• A lot of control!
• Work with influencers on ideas – they know their audience, nuances of
each platform, how social connects, content formats, episodic content,
story arcs, hidden platform features etc.
• Often more creative and better at social content/platforms than you or
your agencies – for some, it’s their full time job!
R u l e 9: R e g u l a t e
• Understand laws of ‘payment and control’ - ensure you and your
influencers adhere to it
• Different laws for different countries. UK regulated by ASA’s CAP Code
and Consumer Protection Regulations http://bit.ly/capcodeFOM
• 60 consumer protection organisations ICPEN - http://bit.ly/ICPENDMX
• Ireland’s ASAI provides clear guidelines - http://bit.ly/ASAIDMX
• Professional influencers are excellent and understand differences
between advertising, advertorial, product placement and free items
• Mid Tier/Micro often flaunt law = reputational and legal risk for brands
Nope!

No #ad #spon #sp

Yes!
R u l e 10: M e a s u r e
• Align to your objectives
• Use combination of measurement tools
• Qual – surveys, sentiment analysis (comments), brand perception
etc.
• Quant – Campaign UTMs/tags, conversion pixels, discount codes
• Influencer metrics – platform metrics

• Measurement frameworks to bring paid, owned and earned media

Exposure – Engagement – Influence – Impact - Advocacy
R u l e 11:I t e r a t e , I t e r a t e ,
Iterate
As platforms and influence evolves, so should
you:
• Embed tracking pixels into content and use
data capture mechanism on site. Retarget
with display, Facebook and Twitter ads.
• Try to isolate and attribute non referral traffic
or search spikes (offline PR as well as
influencer activity)
• If views are higher than average, promote
influencer’s content on premium publisher
sites.
 R u l e 11:I t e r a t e , I t e r a t e ,
Iterate
• Ensure you/influencers are sharing their
articles across multiple platforms – consider
support via paid advertising
• Repurpose snippets of influencers content on
Instagram, Twitter, Facebook, Slideshare etc.
• Provide discount codes and ‘comment to buy’
features in Snapchat and Instagram
Seek t h e p e r f e c t
influencer
• Creative - Can put the right words into
the right people’s ears/eyes/devices
• Credible – right for your brand,
connected to the right audiences
• Adds value - access to their creativity/
knowledge and influence network, not
just their audience
• Honest – willing to challenge you and
build on your campaigns
TOP COLLEGES LIST WITH
THEIR FEES
 Delhi Metropolitian Education, Greater noida
 Zee Institute Of Media Arts, Noida
Indraprastha University
Indian Institute of Mass Media and
communication
Vivekananda Institute Of Professional
Studies
REFERENCES -:
For futher information of details of any colleges
please visit to the listed link -
https://www.shiksha.com/b-m-m-bachelor-of-
mass-media-chp