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How to create your influencer
engagement plan
Luke Brynley-Jones
@lbrynleyjones
First, let’s address the money
question
Should you pay influencers?
• Paid activity is advertising, not
influencer marketing.
• Once paid, influencers may
expect/...
But paid can work…
• Timeframe: January 2017
• Objective: raise awareness of
10 Cal during the #1 dieting
period.
• Strate...
Paid/unpaid options…
• Paid celebrity endorsement
with social posting.
• Paid influencer endorsement
with gift packs.
• Un...
Unpaid results…
• Unpaid influencer outreach to
100 ‘Power Middle’ influencers
(>10,000 followers) delivered:
• 300 produc...
Now, let’s create your
influencer engagement plan
What is your primary opportunity?
How can you connect with
and with engage them?
Social media is an open door
1. Follow them.
2. Engage with them regularly.
3. Monitor the conversations they contribute t...
Direct recognition is a great introduction
You need to track your engagements (IRM)
Publishing shareable content helps
• Infographics
• Social posts
• Blog posts
Video content trumps everything…
How will you take your
relationship to the next
level?
Direct outreach works – if done well
Inviting influencers to an event also works
Co-creating content has dual value
Could you invite them to join / start a group?
What will success look like?
What are the tricky bits?
1. Identifying the best opportunity.
2. Taking the time to engage – and give value.
3. Reaching ...
Any questions?
@lbrynleyjones
luke@ostmarketing.com
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How to create your influencer engagement plan

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A presentation by Luke Brynley Jones from OST Marketing on how to create your influencer engagement plan and answering the question should you pay influencers? How can you connect with and with engage influencers? And How will you take your relationship to the next level? This presentation was first seen at the Influencer Marketing Huddle co-hosted by Onalytica on June 29th in London.

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How to create your influencer engagement plan

  1. 1. How to create your influencer engagement plan Luke Brynley-Jones @lbrynleyjones
  2. 2. First, let’s address the money question
  3. 3. Should you pay influencers? • Paid activity is advertising, not influencer marketing. • Once paid, influencers may expect/require payment. • The priority of influencers is to retain their own brand image. • Badly planned paid activity can reduce your credibility and turn fans off.
  4. 4. But paid can work… • Timeframe: January 2017 • Objective: raise awareness of 10 Cal during the #1 dieting period. • Strategy: a mixture of celebrity endorsement and Instagram influencers to drive reach. • Value proposition: payment and/or gift packs, plus association with a iconic FMCG brand.
  5. 5. Paid/unpaid options… • Paid celebrity endorsement with social posting. • Paid influencer endorsement with gift packs. • Unpaid influencer engagement with gift packs.
  6. 6. Unpaid results… • Unpaid influencer outreach to 100 ‘Power Middle’ influencers (>10,000 followers) delivered: • 300 product posts • 600 hashtag mentions • 1 million+ estimated reach • Engagement on the unpaid influencers’ posts was noticeably more positive and genuine than on the paid posts.
  7. 7. Now, let’s create your influencer engagement plan
  8. 8. What is your primary opportunity?
  9. 9. How can you connect with and with engage them?
  10. 10. Social media is an open door 1. Follow them. 2. Engage with them regularly. 3. Monitor the conversations they contribute to.
  11. 11. Direct recognition is a great introduction
  12. 12. You need to track your engagements (IRM)
  13. 13. Publishing shareable content helps • Infographics • Social posts • Blog posts
  14. 14. Video content trumps everything…
  15. 15. How will you take your relationship to the next level?
  16. 16. Direct outreach works – if done well
  17. 17. Inviting influencers to an event also works
  18. 18. Co-creating content has dual value
  19. 19. Could you invite them to join / start a group?
  20. 20. What will success look like?
  21. 21. What are the tricky bits? 1. Identifying the best opportunity. 2. Taking the time to engage – and give value. 3. Reaching out in the right way. 4. Creating sharable content. 5. Maintaining momentum…
  22. 22. Any questions? @lbrynleyjones luke@ostmarketing.com

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