5. Identifying Influencers
⢠Agencies
o Niche
o Socialyte
o Collective Digital
Studio
⢠Searching
o Google
o Brand Mentions on Social
Media
o Users tagging you on Social
Media or using your
branded #
⢠Directories/Services
o Fohr Card
o CrowdTap
o PopularPays
⢠Brand Advocates
o Power Reviewers
o Best Customers
o Loyal fans and followers
9. Choose Influencers Based
on Your Goals
⢠Engagement â make sure their audience is highly
engaged with their content
⢠Reach â choose someone with a large following
⢠Content â work with someone that creates great
pieces of content that your audience will love
⢠Credibility â choose someone viewed as a
tastemaker or expert in your industry
10. Lessons Learned from
Identifying Influencers
⢠Make sure you do a deep dive into the quality and
consistency of their content
⢠Look at the content of their social posts â make sure
nothing is controversial
⢠Quantity (followers) doesnât always trump quality
(content)
⢠Evaluate their metrics â following, engagement, etc.
11. How to Build an
Influencer Campaign
⢠Benefits to the influencer should reflect your
strategy
o Short term engagement with free product
o Build a long term relationship making them a true partner for your brand
⢠Outline EVERYTHING in a legal agreement
o Dates relationship is active
o Number of social posts and on which platforms
o Dates of the social posts
o Usage rights for other marketing (email, in store, website, advertising, etc)
o Content delivery timelines
o FTC Disclosures
o Payment and terms of payment
12. How to Measure Success
⢠Engagement
o Likes, Comments, Shares
⢠Video views
o Video Completions, Plays, View counts, Vine Loops
⢠Traffic to your website
o Direct traffic from links used in posts, Referral traffic
⢠Sales increase of products featured
o Uptick in products featured, Did anything sell out?
19. Why Was ABO
Successful?
⢠Reach
o Over 32 Million
⢠Engagement
o 101K likes and 30K Revines on Brittany Furlanâs
Vine
⢠Video Views
o Brittany Furlanâs Vine had over 3.8M loops
23. Test a Campaign!
⢠Find a few influencers that will work for your brand
⢠Set tangible goals
⢠Evaluate how the campaign performed and use
those learnings to do another campaign
Test and Learn!
Hinweis der Redaktion
Credibility â people donât always believe what brands have to say
AEO best jeans ever! Blogger â AEO has the best jeans ever! Reviews â these are the best jeans ever!
Reach â some influencers have huge reach
This is a big one for small brands or up and coming brands
Content â we need a lot of content to keep social media running
The more we can have others produce for us the better
We searched through the mentions of #AEOSTYLE to find some of our most engaged followers and gifted them pieces to style for us.
To date weâve had 53 photos created which helps to boost the content and therefore engagement and sales on AE.com through our Olapic widget
Over 32K likes on her instagram image on our account which was above average at the time
Influencers having a rocky past â issues with the law
Bad quality of photos
Positive story is ABO and how influencers wanted to get involved
Make it worthwhile for the influencer
Make the partnership mutually beneficial
Promote their content across as many of your marketing channels as possible
Free product
First look at new product or technologies
In the Spring of 2014 we launched American Beagle Outfitters â most people thought it was a joke especially with having funny girl Brittany Furlan involved in the launch. We did launch the line during Holiday of 2014.
Partnered with Niche to secure Brittany Furlan â a Vine Star
We used her 2 dogs â Meghan and Wickett to model our American Beagle Outfitters clothing
Profiled her dogs on our blog
Vine had 3.8M Loops, 101K likes, 30K Revines
Man repeller recreating Carsonâs outfit â who wore it better?
Julianne Hough with her two king charles spaniels in our puffer coats
Miley Cyrusâ dog Bean in the ABO Puffer
Above all of this the buzz we received from media resulted in millions of impressions
Partnered with Popular PaysWe created our new line of razors in collaboration with explorer Jimmy Chin! Show our razors in an adventurous setting.
Targeting: Outdoors photographers
1.9M Impressions
$6K
Content Creation focus
Give the university credibility â Rob Gronkowski is a superbowl champion and played at U of A.