Brands are often doing influencer marketing wrong by focusing only on influencers with the biggest audiences rather than those best suited to their goals. Instead, brands should establish clear goals, develop criteria for influencers based on those goals, and engage influencers who embody the brand and can achieve the goals. Additionally, brands should fully onboard influencers to the brand through immersive summits rather than one-time briefings, and integrate influencers into ongoing brand initiatives rather than just one-off campaigns. This comprehensive influencer identification, onboarding, and integration approach will lead to more relevant and effective influencer marketing results.

1. DON’T
DO INFLUENCER MARKETING

3. WHY INFLUENCERS

4. DISTRIBUTION
PRODUCTION TALENT
TRIPLE THREAT

5. The nature of celebrity
has changed.

6. 8 of 10most recognizable
celebrities among youth
are social media stars

7. REDEFINING SPORTS

8. >more social
mentions than
the pros

9. ALGORITHM BUSTERS

10. 7Xaverage watch time
on influencer ads than
branded pre-roll ads

11. Brands are doing it wrong.

12. INFLUENCER APPROACH

13. IDENTIFICATION
ONBOARDING
INTEGRATION

14. INFLUENCER IDENTIFICATION

15. BIGGER BETTER
Emphasis on recognizable
talent or large audiences
Establishing goals, then developing
criteria and engaging influencers
best suited to achieve them

16. BETTER
Establishing goals, then developing
criteria and engaging influencers
best suited to achieve them and
HAVING A CONVERSATION

17. Influencer Criteria
We’ll recruit and onboard influencers who
embody the brand and have large, engaged
social media followings comprised of our
target demographic.
Demographic
(The influencers’ audience)
25-34 years, Urban, M/F, $75k+ income
Engagement
Exceeds industry benchmarks
Top Tier: 1MM+ Mid Tier: 150k+
Brand
Quirky, unique, & light-hearted innovators
Production
Proven ability to produce high quality content

20. 1
23 4
5 6

21. Bigger ≠ Better
Micro ≠ Better
Nano ≠ Better

22. ONBOARD INFLUENCERS

23. BRIEFING IMMERSION
Sharing a brief via email
or over phone and expecting an
influencer to understand the brand
Host a summit and get them
facetime with brand—make them an
extension of the marketing team.

24. IMMERSION
Host a summit and get them
facetime with brand—make them
an extension of the marketing team.

25. INFLUENCER SUMMIT

26. INFLUENCER SUMMIT

27. Understanding VS Regurgitating

28. INTEGRATE INFLUENCERS

29. POST INTEGRATE
Do a single campaign
activation that is non-exclusive
Partner with an influencer on
an ongoing basis and incorporating
them in events, paid media, etc…

30. INTEGRATE
Partner with an influencer on
an ongoing basis and incorporating
them in events, paid media, etc…

33. In integrating influencers
we will benefit via:
Category exclusivity Efficiency Economies of scale
Talent & media fees Test & learn

34. RELEVANCY
ONBOARDING
INTEGRATION

35. QUESTIONS?

36. THANK YOU