PR in the Age of Digital Influencers

SATW Eastern Chapter Conference

WHO ARE “INFLUENCERS”

• A digital influencer is someone who has amassed noteworthy followings across social media networks, channels, and platforms.

• Many digital influencers begin building their social following from a singular expertise or content/interest niche (e.g. tech, fashion, food, beauty, adventure) and later, expand on to other categories.

• Increasing demand to be paid for their time, content generated and access to their audience across platforms.

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WHY WOULD I PAY THEM?

• No one wants to be a starving artist, someone has to pay for stories

• “Influencers are not a “4-Letter Word” – they just control the entire business cycle and there are benefits to that.

Traditional Journalist Business Model:

• Journalist is hired for assignment by publisher

• PRs host journalist on FAM (Cost you $$$)

• Journalist turns in story and is paid by publisher (They get $$$)

• Publisher owns all content, PRs try to engage and amplify coverage

Digital Influencer Business Model:

• PRs work w/ digital influencer to create mutually beneficial content

• PRs host journalist on FAM (Cost you $$$)

• Journalist produces agreed upon content and gets paid (Cost you $$$)

• PRs own content and engage w/ a targeted, motivated audience

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TYPES OF DIGITAL INFLUENCERS

• The Blogger

• The Instagrammer

• The Tweeter

• The YouTuber

• The Snapchatter

• The Vine Star

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IDENTIFYING INFLUENCERS

• Think more like paid partnerships than earned media.

• Create a list of set questions to determine if a certain blogger is right for your brand or campaign. Questions can include:

What is their area of influence? Is it food, adventure, arts/culture, luxury travel, live music, etc.?

What social channels do they use? Are these the channels that you use or are wanting to grow reach/engagement in?

How marketing-savvy are they with her own brand (media kit)?

Do they frequently engage with their audience?

“Engagement over Reach” – all day, every day

Average “Engagement Rates” for social influencers is (1.85% - 3.21%) Instagram skews higher

• Engagement Rate = # of followers/likes-comments-retweets

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RESEARCH TOOLS

• Facebook, Instagram, Twitter

• Cision – now including influencers and influencer scores in database

• Izea – influencer database, more than 25,000 vetted influencers.

• izea.com (free)

• Engagor – database/measurement tool, search by topics and vet them

• engagor.com (online guides, blog)

• RivalIQ – social metric/measurement, can benchmark against comp set.

• rivaliq.com (blog, studies and free trial)

• Little Bird – rates influence with a set, good if you want to vet an influencer

• getlittlebird.com (free resources, guide and blog)

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FORGING RELATIONSHIPS

• Authenticity is key in these relationships and can only be cultivated with experience, transparency and communication.

Don’t expect a couple of emails or a Twitter correspondence to cut it.

• Influencers are not puppets for your brand. You should get to know them as more than a Twitter handle or blog URL.

• Ask questions, listen and understand as you would with any prospective employee.

By knowing more about who they are, you can provide influencers with product information that is relevant to their interest and audiences.

• This makes it easier for them to craft natural stories about your brand.

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CONTRACTS ARE KING

• Create a contract/agreement and have both parties sign-off on mutually agreed expectations including the following:

Payment $$$

Content Requirements (channels & frequency)

Deadlines

Usage Rights

Disclaimers and Disclosures

Termination Parameters

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CASE STUDIES:

Visit North Carolina Agency of Record:

Development Counsellors International (DCI)

Karyl Leigh Barnes – Board Member

Digital Campaign & Visit NC Takeover:Landlopers

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Fall 2015 Digital Influencer Campaign & #FallofFame Intagram Takeover

Beer Blogger Program: Whiskey, Tango, Globetrot Partnership

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Sponsored Influencer Trip:Garden & Gun

ONLINE AD VALUE FORMULA

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Unique Monthly Viewership

X

0.025 (assumes 2.5% readership)

X

0.37 (Nielsen Standard Cost Per Click)

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Online Advertising Value

OPEN DISCUSSION

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