v v Leveraging the Power of Social Influencers for Successful Digital Campaigns Logan Trautman • Account Manager • Inspire PR Group • March 22, 2019
Leveraging the Power of Social Influencers Who are influencers and how do they fit in your digital strategy How to identify influencers who will be a good fit Forming partnerships with influencers Creative ways to work with influencers Measuring the value of influencer partnerships
What’s an Influencer? A user on digital platforms, including social media, who has established credibility in a specific arena. Influencers are online personalities and content creators that inspire, entertain, inform and connect their followers. Influencers have access to a large audience and can persuade others by virtue of their authenticity and reach. They are conversation starters, trend setters and engagement drivers.
Why Work with Influencers Reach target demographics Expand reach of your message Build trust through third-party validation Blogs have been rated as the 5th most trusted source for accurate online information (Hubspot) Creativity and authenticity Digital influence Influencer marketing generates as much as 11X banner ad ROI (TapInfluence)
Finding your Influencer Match Find influencers through social media, other blogs, Google search Familiarize yourself with the blog and their social media presence before reaching out Refer to their website or media kit Keep it casual
Influencer Relationship Wins Fashion Bloggers for “Palessi” In only a few hours, the company sold about $3,000 worth of shoes Influencers posted about the shoes on social, calling them “elegant and sophisticated” Payless did not keep the money – but received amazing video footage for holiday sales Nick Offerman for Lagavulin Scotch Whisky 3.5 million video views Not your typical celebrity endorsement “Ron Swanson” is a perfect persona match for the brand Makes audience feel like they are a part of an inside joke
How to Work with Influencers Exclusive blogger events In-person and virtual events and openings Recipe Development Social Media Campaigns Facebook Lives Sweepstakes and Giveaways
Ohio Beef Council Blogger Event
Recipe Development
Inspire PR + Columbus Food Blogger Survey In late 2018, Inspire PR Group and the Columbus Food Bloggers teamed up to learn more about how to best partner. Some of the key findings included: For bloggers, timing is the most important element when considering working with a brand or partner, followed by compensation and then the social and blog posting requirements. Influencers like feeling like they are part of something special and exclusive. The influencers surveyed said they most often partner with restaurants they enjoy and that align with their personal values. Inspire PR + Columbus Food Blogger Survey
Measuring the Value of Influencer Relations Engagement vs. Reach Interactions/Followers x 100 = Influencer Engagement % Average impression is worth $0.012 ROI Determine your end goal: Awareness, Brand Lift, Lead Generation, Direct Sales The costs of influencer marketing: Time, Tools, Compensation, Product Samples, Promoted Posts Increased SEO and organic impressions Reuse potential Reporting to your client Web analytics, social media analytics, trackable links Snapshots of the influencer’s posts Ask influencers for their analytics Present easily consumable information
Top 8 Influencer Relations Tips Find an influencer that truly aligns with your brand and goals Form a personal relationship with influencers Don’t be afraid to be creative when working with influencers Provide influencers plenty of time to complete a project Set realistic expectations when partnering with influencers Remember that this isn’t a hobby – it’s a business Saying “thank you” goes a long way
Logan Trautman, Logan@InspirePRGroup.com Questions? Logan Trautman, Logan@InspirePRGroup.com