are you doing influencer marketing right?

1@MtoMConsulting | @TapInfluence | #influencermarketing

ARE YOU DOING INFLUENCER MARKETING RIGHT?Presented By Christine Wilson / MtoM Consulting Holly Hamann / TapInfluence

2@MtoMConsulting | @TapInfluence | #influencermarketing

Christine WilsonChristine Wilson has spent more than 15 years working with

thought leaders and industry influencers in information

technology, entertainment, market research, and digital

content. MtoM Consulting, was created to help brands engage

with moms in the digital space. Her talent for finding and

speaking to moms has helped her grow MtoM into a highly

successful full service digital marketing firm.

Holly HamannHolly is co-founder and CMO of TapInfluence, the industry’s

only cloud-based software that automates the creation,

management and measurement of influencer marketing

programs from a single platform. She is an entrepreneur,

public speaker, AMA “Marketer of the Year” recipient, holds

a degree in mathematics, and blogs about technology,

entrepreneurship, and leadership.

3@MtoMConsulting | @TapInfluence | #influencermarketing

WHAT IS INFLUENCER MARKETING?Partnering with key influencers to co-create digital content that is engaging and meaningful to consumers.

@MtoMConsulting | @TapInfluence | #influencermarketing

“A BRAND IS NO LONGER WHAT WE TELL THE CUSTOMER IT IS - IT IS WHAT CUSTOMERS TELL EACH OTHER IT IS”- Scott Cook

4

STEP 1: IDENTIFYING INFLUENCERSHow to do it right• Don’t just look at UVs

• Look at content relevance

• Post frequency

• Audience data

• Content quality

• Audience engagement

@MtoMConsulting | @TapInfluence | #influencermarketing 5

6@MtoMConsulting | @TapInfluence | #influencermarketing

STEP 1: IDENTIFYING INFLUENCERSHow to do it right• Look for professionalism

• Build a relationship

• Be responsive

• Be clear about expectations

• Compensate them

7@MtoMConsulting | @TapInfluence | #influencermarketing

STEP 2: MANAGING INFLUENCER RELATIONSHIPSHow to do it right• Let influencers tell an authentic story

• Be transparent

• Include Facebook, Pinterest, Twitter, YouTube

• Give proper influencer attribution (yes, its possible)

• Have one clear action you want your audience to take

• Think “always on”

8@MtoMConsulting | @TapInfluence | #influencermarketing

TOP REASONS FOR NEGATIVE EXPERIENCES

0 5 10 15 20 25

Campaign was not well organized

Did not like the product

Not enough compensation

More work than I expected

Readers did not like the campaign

Other

Campaign did not align with content

Didn’t work well with the brand rep.

20%

10%

23%

14%

13%

9%

7%

4%

BRANDS DOING IT RIGHT

@MtoMConsulting | @TapInfluence | #influencermarketing 9

10@MtoMConsulting | @TapInfluence | #influencermarketing

STEP 3: OPTIMIZING CONTENT DISTRIBUTIONHow to do it right• Don’t isolate content to one channel

• Post on all appropriate platforms

• Integrate with other marketing campaigns

• Use rich content like video and images

• Make is easy to share, like, pin, tweet and vote

@MtoMConsulting | @TapInfluence | #influencermarketing

STEP 3: OPTIMIZING CONTENT DISTRIBUTIONHow to do it right• Feed content to brand assets like

microsites and content hubs

• Extend the value of content by using in ebboks, blog posts, webinars, email marketing, advertising, and case studies

• Go mobile

11

STEP: 4 MEASURING PERFORMANCEHow to do it right• Track posts, shares, tweets, comments

by platform

• Track impressions and engagement by influencer

• Measure true impressions, not just estimated impressions

12@MtoMConsulting | @TapInfluence | #influencermarketing

3.7 MILLION UMV’S

189 CONTENT PIECES

14,900 CLICKS TO POSTS

6,940 COMMENTS

68,971 PAGE VIEWS

$226,766 TOTAL MEDIA VALUE

STEP: 4 MEASURING PERFORMANCEHow to do it right• Assign a media value to each type of

content

• Measure paid, owned, and earned value

13@MtoMConsulting | @TapInfluence | #influencermarketing

YOU CAN MEASURE ROITrue media value is more than 5x the initial investment in the influencer program

@MtoMConsulting | @TapInfluence | #influencermarketing 14

15@MtoMConsulting | @TapInfluence | #influencermarketing

THANK YOU!Questions?

MTOM CONSULTING• Full service digital marketing and PR consultancy

• Specifically focused on businesses that want to market to moms.

• We are not only marketers, we are moms!

@MtoMConsulting | @TapInfluence | #influencermarketing 16

17

TAPINFLUENCETapInfluence Software is used to automate the creation, management and measurement of influencer marketing programs.

@MtoMConsulting | @TapInfluence | #influencermarketing