Tom Peters, head of talent, Social Chain Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. The Social Chain AG Presentation
Working with Influencers
What can Charities Learn from the Corporate Sector

2. The Social Chain AG Presentation
Tom Peters
Head of Influencer Marketing
Social Chain

3. The Social Chain AG Presentation
Did You Know...
1
36% of Brits trust bloggers and vloggers
opinions on products and services.
2
60% of consumers have been influenced
by social media posts or a blog review.
3
6 in 10 YouTube users would follow
advice on what to buy from their favourite
content creators over a traditional
celebrity.

4. The Social Chain AG Presentation
However...
1
Global internet users lack confidence in
what they read online, with only 8%
believing the bulk of information share on
Social Media
2
In 2017, 88% of marketers utilising
influencers in their marketing efforts

5. The Social Chain AG Presentation
Even big brands are having to switch
their tactics when working with
influencers.

6. The Social Chain AG Presentation
No-one wants to see a a quick cash in.

7. The Social Chain AG Presentation
How can we compete?
Saturated market place
Budgets small or none existent
Identifying appropriate talent

8. The Social Chain AG Presentation
Emotional Connection to Audiences

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Ways of Working
1
Identify creators who you can work
together with on raising awareness
2
Consider how creators can support your
own content strategy
3
Understand how you can support their
brand and create opportunities for them
to grow

10. The Social Chain AG Presentation
Creating a Campaign
0
1
Define Success
Based on your objectives, you should
establish what your goal for the campaign is.
This should be tangible, measurable and
realistic.
0
2
Identify Talent
Once you understand what you want to
achieve, you need to select the right talent
who aligns with your brand and is able to
inspire and introduce a new audience to you.
0
3
Negotiation & Briefing
Once you have the perfect talent for the
campaign, it is time to negotiate with them in
terms of how they will be rewarded and what
you expect of them.

11. The Social Chain AG Presentation
Define Success
Ahead of any influencer campaign, you need to
understand what it is that you are trying to achieve and
what that looks like.
01 | Increase brand awareness
02 | Follower growth & engagements
03 | Find brand ambassadors
04 | Increase Conversion Rates
05 | Increase Sales / Revenue

12. The Social Chain AG Presentation
Influencer Identification
There is no right or wrong way to identify an influencer
- but there are an array of tools and methods that suit
any budget.
01 | Your Existing Audience
02 | In-App Searching / Hashtags
03 | Search Engine
04 | Influencer Marketing Tools (eg. Tagger Media)
05 | Word of Mouth / Direct Approach

13. The Social Chain AG Presentation
Negotiation & Briefing
Once you’ve identified talent, how you approach them
and brief them on the campaign is equally as important
as finding the right person. A bad brief can kill a
campaign before it has even begun.
01 | Understand Value
02 | Be respectful & personalise
03 | Consider other brand partnerships
04 | Be clear, concise and to the point
05 | Set tangible targets and results

14. The Social Chain AG Presentation
DISRUPT
Invade the target market’s
feeds with innovative and
engaging content with a
variety of influencers; raising
brand awareness of services &
tone of voice, while breaking
through the noise of
competitors’ efforts and start
to engage brand recall.
EDUCATE
Educating audiences not only
on what you do, but
on brand ethos and relevant
knowledge that benefits
them; by activating
influencers with strong
storytelling content that is
designed to inspire the
audience to improve their
understanding and share with
their peers.
COLLABORATE
Collaborating with a
variety of partners across
tiers in more niche creative
campaigns broken out by
product will help to begin to
show your service in a more
unique light and build off the
brand recall you’ve initiated
in prior campaign pillars.
CONVERT
Driving brand affinity only
when in alignment to the full
consumer journey and
utilising influencers as
advocates can we give
audiences a true
understanding, leading to an
intent to engage in your
offering through their
preferred method of
conversion.

15. The Social Chain AG Presentation
Most Social Media influencers aren’t Kylie
Jenner, or Zoella. As well as top tier
celebrities, there is an abundance of different
talent of varying sizes.
These are commonly labelled Macro, Mid-
Tier, Micro and the ever more prominent Nano
influencers.

16. The Social Chain AG Presentation
Nano
500 – 9,000
Followers
Consider for…
Conversion
Niche
Micro
10,000 – 99,000
Followers
Consider for…
Engagement
Thunderclap
Mid
100,000 – 500,000
Followers
Consider for…
Storytelling
Conversion
Macro
500,000 +
Followers
Consider for…
Awareness
Brand Recall

17. The Social Chain AG Presentation
Innovative Executions
On the Ground Events
We have worked with influencers
to attend branded events & meet
ups to create organic social
content & increase RSVP / email
databases.
Podcasts Hosts & Guests
Utilising relevant talent to front
or guest within a branded
podcast for added reach,
content & personality.
Channel Takeovers
Used for increasing social
engagement and following, this
creators audiences a reason to
engage with the brand on Social
Media.
Brand Ambassadors
Selection of talent with strong
brand alignment for longer term
partnerships, with ability to
collaborate and convert
audiences.

18. The Social Chain AG Presentation

19. Influencer marketing:
what could it do for your
charity?
North West Networking Group
11 September 2019
Manchester
#CCNorthWest
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20. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk