In the age of authenticity, there’s no greater tool at a marketer’s disposal than influencer marketing. Consumers no longer blindly trust advertisements. Instead, they trust influencers whose judgment has a proven track record. Done right, influencer marketing can communicate a brand’s culture directly to a target audience in a real way. But how do you justify investment in an influencer program, and how do you measure tangible results? How do you go about finding influencers to engage with in the first place? What are realistic goals to set? Full webinar: http://bit.ly/1QpAhbS

1. January 26, 2016
The ROI of Influencer
Marketing

2. • Influencers are digital leaders in a
specific field, or niche market
• A large following or readership
does not inherently make a person
influential – bigger does not mean
better
• True influence drives action, not
just awareness* - what is the
degree to which the audience is
engaged?
All influencers are not created equally
*Jay Baer

3. Five influencer attributes that matter most
1. Reach – how far do their messages travel; total number of followers across
all relevant channels
2. Relevance and relatability – synergy between the brand’s interest and
those of the influencer’s
3. Impact – the number of followers who interact with the influencer
4. Quality – the value of the followers – how relevant are they?
5. Activity – when, where and how influencers post

4. The growing complexity of influencer marketing
• Captive audiences of old have shifted their attention to a new breed of online
influencers
• As influencers and consumers become more discerning, so to must brands dive deeper
in metadata that defines these influencers, their relationships and networks
• Brands should look beyond social metrics and into psychographics and contextual
intelligence to determine the ideal candidates