pandemic world post-peak marketing in a influencer · 80% of influencers are currently reporting...
TRANSCRIPT
INFLUENCER MARKETING IN A POST-PEAKPANDEMIC WORLD
● Aligning goals with campaign structure● Vetting influencers● Budgeting for influencer fees● Tips to set a travel campaign up for success● Tools for tracking results ● Ideas for working with influencers while on a
limited budget
Place your screenshot here
My name is Dalene Heck
You can find me at @HeckticTravels or @HeckticMedia
HELLO!
“49% of consumers
depend on influencer recommendations
Source: Digital Marketing Institute
“● 80% of influencers are currently reporting higher
engagement rates ~ Later.com
● Over 40% of influencers are currently reducing rates by an average of 30% ~ Later.com
● Instagram is reporting a 40% increase in engagement across their platform ~ Instagram
● Thinning of the influencer crowd● Competition could be greater
INFLUENCER MARKETING SCENARIOS POST-COVID
CAMPAIGN GOALS
1. Brand Awareness2. Generate Sales3. Increase Social Following4. Content Oriented Goals
BRAND AWARENESS
BRAND AWARENESSTip: Focus on influencers with a decent amount of reach in your target markets, and especially those who get authentic engagement. Look for multiple channels to reach different people.
SALES GENERATION
SALES GENERATIONTip: Overall reach of influencers is less important, focus on those with an audience that exactly match your target and niche. Be diligent about asking for demographics.
INCREASE SOCIAL FOLLOWING
INCREASE SOCIAL ENGAGEMENT
Tip: Give the influencer’s followers good reason to follow your account. Run a contest or offer exclusive content.
CONTENT GOALS
CONTENT GOALS
Tip: This can work in conjunction with other goals. Add content to your list of “asks” of an influencer.
But how?
MEASURING ROI
MEASURING ROI: BRAND AWARENESS
Measuring can include: ● Tracking impressions (on
Facebook, Instagram, and Twitter) ● Tracking views (blog posts,
YouTube, etc).
MEASURING ROI: SALES GENERATION
Including:● Custom Links● Custom Promo Codes● Google Analytics● Isolated Marketing
MEASURING ROI: SOCIAL ENGAGEMENT
Including:● Engagement metrics● Follower increase● Custom promo codes
MEASURING ROI: CONTENT GOALS
Compare the cost of creating content in-house and the cost of the collaboration.
RELEVANCE IS THE KEY TO SUCCESS
INFLUENCER TIERSMicro Influencer <10,000 followers
Mid-level Influencer <100,000 followers
Macro Influencer >100,000 followers
NUMBERS CAN LIEAnd some influencers do as well
SOCIAL BLADE
HYPEAUDITOR
@HeckticTravels Unnamed Influencer
@HeckticTravels Unnamed Influencer
Protect yourself by asking the right questions and remember it’s not
always about the numbers.
SO...WHAT SHOULD YOU
ASK FOR?
● Monthly average “users”● Monthly average “pageviews”● Average “pageviews” for recent posts● The top five countries of where the
blog readers come from● The blog’s “bounce rate”
GOOGLE ANALYTICS
INSTAGRAM(Assuming you already have the Hype Auditor report)● Ask for average Instagram Story views● Ask for average Instagram Live views
FACEBOOK● Top five countries (and/or cities)● Current “reach”● Current “post engagements”● Key demographics (age, gender, etc.)
YOUTUBE● Top five countries of viewership● Average view duration (in minutes)
TWITTER● Total “tweet impressions” over the last
month● “Mentions” over the past month● Engagement rate
● Anything that extends beyond basic editorial coverage● You want extra coverage● You want to license content● When it’s simply influencer policy
WHEN COMPENSATION IS REQUIRED
Source: Bloglovin’
ESTIMATED COSTSMicro Influencer $0 to $1,000
Mid-level Influencer $1,000 to $5,000
Macro Influencer $5,000 to $LOTS
TIPS FOR CAMPAIGNSUCCESS● Present a COVID-19 plan● Give advance notice● Carefully consider the guest list● Plan a thoughtful itinerary● Don’t run them into the ground
● Connectivity is LIFE● Rethink the swag● Align expectations before the trip● Meet in person● Share the content
TIPS FOR CAMPAIGNSUCCESS
TRACKING RESULTS
Blog ○ Pageviews, unique visitors, time on page
Instagram ○ Reach, likes, total comments, total number of
stories, story reach, story sticker taps Facebook ○ Reach, engagement, link clicks (if applicable)
Youtube○ Views
Twitter○ Impressions, engagement, link clicks
TRACKING RESULTS
Other considerations:
○ Comments○ Affiliate links, discount codes○ Additional media coverage
LIMITED BUDGET?
● Find partners● Get creative ● Go local ● Make reasonable requests ● Look beyond the big names● Focus on long-term relationships
WANTMORE?
GO TO: https://hmi.marketing/TMAC-2020
GO TO: https://hmi.marketing/TMAC-2020
WANTMORE?
THANKS!
Any questions?