FleishmanHillard's team maps out best practices for identifying and engaging the right influencer mix for your brand.

2. About Us
Mandy Levings
@MandyLevings
Justin Goldsborough
@JGoldsborough
Allie Wilmes
@awilmes

3. Overview
• Why Influencer Marketing?
• Influencer Marketing Landscape
• Case Studies
• FTC Guidelines

5. Influencer Marketing is
the New King of Content
Influencer content is authentic, creative and useful.
Can you say the same for your branded content?
Content
Marketing
Influencer
Marketing
5

6. INFLUENCER MARKETING
LANDSCAPE

7. TREND #1: Beyond the Blog
• Over 400 hours of video are uploaded to YouTube each
minute. On mobile alone, YouTube reaches more 18-49 year
olds during prime time than the top 10 TV shows combined.
• Industry estimates say brands spend more than $1 billion
per year on sponsored Instagram posts.

8. TREND #2: The Changing Value Exchange
• Seventy five percent of social influencers are unsure or believe they are
not being fairly compensated.
• Close to 85 percent of influencers accept payment for posts.
• The average cost for a sponsored blog post is $200-$500.
• Compensation is not affiliate partnerships, running ads on their blogs or
product trades.
• Partnerships may work harder for the brand at a similar investment with
volume discounting and bundling strategies.

9. Influencer Continuum
Events
Product Review
Earned Content
Paid Spokesperson
HQ Tours
Blogger
Conferences
Product
Giveaway
LowMediumHigh
$$$$
(Contract)
Value Exchange
$
(Product)
$$$$$
LevelofControl
Content Creators
(video)
Brand Ambassadors
Content CreatorsTwitter Chat
Social Posts
SET TARGETS
AND KPIS

10. 50,000
300,000
550,000
800,000
0 1 2 3 4 5 6 7 8 9 10
Compensation
"Last year was definitely my most profitable,"
she says. "I hate talking about money, but let's
just say it's more than I could have ever
imagined as a 22 year old. I fully support myself,
and it's in the mid-six figures.”Quality/Content Creation
Reach
10
Product Reviews &
Giveaways
Original Content Creation

11. Impressions
Clicks
Click-thru
Rate
Followers Engagements
(Likes,
Comments,
Shares)
Engagement
Rate
Subscribers
Views View Rate
Quantitative
Assessment
MERGE ART AND
SCIENCE
11

12. Contracts
• Scope of Work
• Content requirements
• Usage rights
• Required disclosures
• Exclusivity
• Compensation
• Terms
12

13. CASE STUDIES

14. Hallmark: Measuring Sales Impact
Blogger Partnerships | In-Store Marketing
Search | Direct Mail | Sweepstakes
Digital Advertising | Paid + Earned Social
Email | Hallmark.com
Internal Communications
Results
• Exceeded
transaction goal by
113%
• 18% growth in
Hallmark social
channels
• 160 million
impressions
14

15. EA Sports: Madden ‘15 Let It Burn
RESULTS
• Game sales
spiked more than
12% YOY, and
jumped 4%
among young
consumers.
• More than 21
million views in
less than
a week
• #MaddenSeason
trended No. 1
on Facebook, No
2 on Twitter

16. Sleep Number: Influencer Content is King RESULTS
• Partnered with
influencers to
create SIQ Kids
content
• Exceeded brand’s
click-thru rate KPI
by 106%
• Decreased its
cost-per-website
click by $0.30 vs
branded paid
social media
MEASURE
AND OPTIMIZE
16

17. Chevy: #DayItForward
Results
• Drove 12.3 million
video views
• Generated 31K
#DayItForward
mentions
• Garnered highest
SOV ever for an
automotive
company promoted
trend
17

18. Children’s Mercy Hospital: #CMHMoms
IRL Kick-Off Event
Ongoing Content
Series
Live Chats with
CMH Doctors
Results
• Engaged 10 local
moms and two
media partners
• In first 5-Months
drove:
• 615 social
media posts
• 6.4M
impressions
• 5,391
engagements
18

19. Hallmark: Shoebox Re-launch
Most viewed Hallmark YouTube video, with
nearly 5 million views (and growing!)
RESULTS
• Increase in Shoebox
card sales YOY
• 105,246 followers
across all social
channels
(303% beyond original goal)
• 4% increase in
overall awareness
of Shoebox from
May to December
• 1.28 billion total
impressions
(141% beyond
original goal)
• 18.4 million content
actions
(84% beyond goal)

20. Essense Designs: New Collection Launch Results
• Partnered with 10
influencers to drive
awareness and
store locator
searches
• Generated 12.6MM
impressions and
45.5K engagements
• Drove 2.7%
campaign CTR,
exceeding 1%
benchmark
• Drove 375
conversions
20

21. Udi’s & Pizza Hut: Recipe for Success Results
• Earned 507M
media
impressions
• Earned 926 M
social
impressions
• Drove 2,520
pizzas on Super
Bowl Sunday
• Drove 53%
increase in traffic
to Udi’s website

22. Banking on Influencers: Blog and Pinterest Results: YNAB
• Drove awareness
and clicks
• CTR exceed
campaign
benchmark
Results: Bank
of America
• Drove 6M social
impressions
• Generated 29K re-
pins
22

23. FTC GUIDELINES

24. The Red Flags Keep Coming
24

25. The FTC is
Serious
25

26. What is Your Role?
Reach out
to influencers who are not
remaining compliant with the
FTC’s guidelines.Instruct consumers
about their responsibilities
to disclose their connection
to your business.
Advertisers must
explain to influencers what
they can and can’t say about
products.

27. Questions?
Mandy Levings
@MandyLevings
Mandy.Levings@Fleishman.com
Justin Goldsborough
@Jgoldsborough
Justin.Goldsborough@Fleishman.com
Allie Wilmes
@awilmes
Allie.Wilmes@Fleishman.com

28. THANK YOU!

29. • “I have made a purchase based on a social
media recommendation” (92%)
– Blogs (80%)
– Facebook (72%)
– Twitter (33%)
– Pinterest (30%)
• “I have made a purchase for my child based
on a social media recommendation” (87%)
– Toys (73%)
– Apparel (55%)
– Books (38%)
– Food (37%)
– Apps (36%)
• “I have made a purchase for myself based on
a social media recommendation” (89%)
– Apparel (51%)
– House cleaning supplies (47%)
– Food (47%)
– Health & beauty products (46%)
Impact on Moms’ Decisions