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Leveraging the Power of Social Influencers for Successful Digital Campaigns
Logan Trautman • Account Manager • Inspire PR Group • March 22, 2019

2. 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

3. 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.

4. 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)

5. 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

6. 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

7. 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

8. Ohio Beef Council Blogger Event

9. Recipe Development

10. 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

11. 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

12. 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

13. Logan Trautman, Logan@InspirePRGroup.com
Questions?
Logan Trautman,