Influencer Marketing For Dummies

Influencer Marketing For Dummies

 

 

 

von: Kristy Sammis, Cat Lincoln, Stefania Pomponi

For Dummies, 2015

ISBN: 9781119114055

Sprache: Englisch

312 Seiten, Download: 8641 KB

 
Format:  PDF, auch als Online-Lesen

geeignet für: Apple iPad, Android Tablet PC's Online-Lesen PC, MAC, Laptop
Typ: A (einfacher Zugriff)

 

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Influencer Marketing For Dummies



  Title Page 5  
  Copyright Page 6  
  Table of Contents 9  
  Introduction 19  
     About This Book 19  
     Foolish Assumptions 20  
     Icons Used in This Book 20  
     Beyond the Book 20  
     Where to Go from Here 21  
  Part I: Getting Started with Influencer Marketing 23  
     Chapter 1: Influencer Marketing 101 25  
        Defining Influencer Marketing 25  
        Identifying the Primary Influencer Platforms 27  
           Blogs 27  
           Instagram 28  
           Twitter 28  
           Facebook 29  
           Pinterest 29  
           Video 30  
        Engaging Stellar Influencers 31  
           Start with women 31  
           Find people who create great content 31  
           Perfect your pickup 32  
           Sign a contract 33  
           Pay influencers for their time and effort 33  
           Outsource your influencer marketing to a marketing firm 34  
           Measure the right stuff 34  
        Making Influencer Marketing Work for You 35  
           If you’re an established consumer brand 35  
              Leveraging your advantages 36  
              Avoiding common mistakes 36  
              Finding an approach that works for you 37  
           If you’re a small to midsize consumer brand 38  
              Leveraging your advantages 38  
              Avoiding common mistakes 39  
              Finding an approach that works for you 40  
           If you’re a startup brand 40  
              Leveraging your advantages 40  
              Avoiding common mistakes 41  
              Finding an approach that works for you 41  
     Chapter 2: Digging Deeper into Influencer Marketing 43  
        A Brief History of Marketing and Public Relations 43  
           In the beginning was the word: The purpose of public relations 44  
           Word of mouth: The holy grail of marketing 44  
           Enter social media: Take it to the people! 45  
        The Beginning of Influencer Marketing 48  
           What influencer marketing is 48  
           What influencer marketing is not 50  
              Influencer marketing is not a commercial 50  
              Influencer marketing is not pay?for?play 51  
        Diving In: The Present Landscape of Influencer Marketing 52  
        Paid, Owned, Earned: A Messy Media Landscape 53  
           Paid media 54  
           Owned media 55  
           Earned media 55  
        The Exciting Future of Influencer Marketing 56  
  Part II: Identifying Influencers 57  
     Chapter 3: The Best Influencers: The Power of Women on Your Bottom Line 59  
        Women Rule the Household 59  
           Women drive purchasing decisions 60  
           Women trust other women 61  
        Women Rule Social Media 62  
        Women Rule Social Trends 65  
           Mobile 65  
           Brand interaction 66  
           Visual media 67  
     Chapter 4: The New Rules of Engagement 69  
        Communicating Like a Pro 69  
           Making your communication personal 70  
           Making your offer compelling 71  
              Offering free stuff 71  
              Offering status 71  
              Offering creative freedom 72  
           Keeping it real: Do’s and don’ts 73  
        Upping Your Game: Creating an Influencer Contract 74  
           Setting expectations 75  
           Controlling what you need to control 75  
           Protecting yourself and your brand 76  
              Avoiding problem influencers 76  
              Knowing what to include in a contract 77  
        Compensating Influencers Fairly 77  
           Understanding why you need to pay influencers 78  
           Avoiding compensation pitfalls 78  
              Calculating influencer payments with traffic and engagement metrics 79  
              Tying influencer payments to click performance or revenue 79  
           Looking at the going rates for influencers 80  
     Chapter 5: Outsourcing Influencer Marketing 83  
        So, You Want to Hire an Influencer Marketing Agency 83  
           May I borrow your relationships? 84  
           How it works: Self?service versus full?service 85  
              I <3 control: When self?service platforms rock 85  
              Just make it happen: Getting someone else to do the heavy lifting 86  
        Deciding Which Type of Agency Is Right for You 86  
        One?Off Events versus Continuity Campaigns 87  
           Making a big splash for maximum effect 87  
           Putting in the hours for a long?term relationship 88  
  Part III: The Main Platforms for Influencer Marketing 89  
     Chapter 6: Blog Influencers 91  
        Recognizing the Role Bloggers Play Today 91  
        Finding the Bloggers Who Are Right for Your Brand 92  
        Looking at the Details: Content Is King 94  
           Identifying the major types of editorial content 95  
              General/lifestyle 96  
              Beauty/fashion 96  
              Craft/home 96  
              Health/fitness 97  
              Food 97  
           Setting clear guidelines for bloggers 97  
              Making sure bloggers make the proper disclosures for transparency 98  
              Telling bloggers the message you want communicated about your brand 99  
              Driving engagement with calls to action 100  
              Providing photo guidelines 100  
        Sharing Is Caring: Repurposing Content 101  
           Selecting the proper hashtag 101  
           Leveraging commissioned content as sponsored advertising on Facebook 102  
        Looking at Examples of Great Blogs 104  
           A food blogger: Life Made Simple 104  
           A lifestyle blogger: Bubby and Bean 105  
           A parenting blogger: A Semi?Delicate Balance 105  
     Chapter 7: Instagram Influencers 107  
        Finding Instagrammers to Share Your Brand Story 108  
        Commissioning Custom Editorial Content 109  
           Whether to use photos, videos, or both 109  
              When to use photos 109  
              When to use videos 110  
              When to use hybrid photo?video content 110  
           How to write captivating captions 110  
           How to choose the right campaign hashtags 111  
           Disclosures for transparency 111  
        Arranging an Influencer Channel Takeover 111  
        Organizing an Instagram Flash Mob 112  
        Putting Together Contests, Giveaways, and Promotions 113  
           Offering prizes 114  
           Setting eligibility requirements 115  
           Measuring your contest success 115  
        Hosting an Instagram Photo Challenge 115  
        Taking Inspiration from Great Instagrammers 117  
           A food Instagrammer: What Jew Wanna Eat 118  
           A fashion Instagrammer: Carrie Bradshaw Lied 118  
           A beauty Instagrammer: Money Can Buy Lipstick 119  
     Chapter 8: Twitter Influencers 121  
        Seeing What Twitter Has to Offer 121  
        Finding Twitter Influencers to Start the Conversation 122  
        Hosting the Best Ever Online Cocktail Party 123  
           Deciding on the goal of your party 124  
           Choosing a theme for your party 124  
           Setting a date and time for your party 125  
           Coming up with a party script 125  
           Creating an RSVP form 127  
           Offering prizes 127  
           Laying down the rules and regulations 128  
           Inviting influencers to your party 128  
           Promoting the party 129  
           Following up after the party 129  
        Twitter Contests, Giveaways, and Promotions 130  
        Measuring Your Engagement with Twitter Analytics 131  
        Taking a Look at Some Top Twitter Influencers and What They Do Right 131  
           A foodie influencer: Krystal’s Kitsch 132  
           A lifestyle influencer: Official PR Girl 132  
           A beauty influencer: Blushing Noir 133  
           An entertainment influencer: Kathy King 133  
     Chapter 9: Facebook Influencers 135  
        Seeing What Facebook Has to Offer 135  
        Working with Influencers on Facebook 136  
        Measuring Your Engagement on Facebook 139  
        Taking a Look at Some Top Facebook Influencers and What They Do Right 140  
           A lifestyle influencer: Homemaking Hacks 140  
           A food influencer: Self Proclaimed Foodie 141  
           A parenting influencer: Mom on the Side 141  
           A fashion influencer: April Golightly 142  
           A DIY influencer: Inspiration for Moms 142  
     Chapter 10: Pinterest Influencers 145  
        Seeing What Pinterest Is About 145  
        Finding Pinfluencers to Share Your Brand Content 147  
        Commissioning Pinnable Content 148  
           Making the proper disclosures for transparency 149  
           Optimizing content pins 149  
           Promoted pins + influencer pins = #winning 150  
           Having your influencers create Pinterest storyboards 151  
        Leveraging Guest Influencers on Your Brand Pin Boards or Group Boards 152  
        Measuring the Success of Your Pinterest Efforts 153  
        Learning from the Most Creative and Inspirational Pinfluencers 154  
           A foodie pinfluencer: Fake Ginger 154  
           A craft/DIY pinfluencer: Happiness Is Homemade 155  
           A lifestyle pinfluencer: My Life Well Loved 155  
           A travel pinfluencer: Surf and Sunshine 156  
     Chapter 11: Video Influencers 157  
        Looking at the Major Players in Video Sharing 157  
           YouTube 158  
           Vine 158  
           Instagram video 159  
           Snapchat 160  
           Meerkat 161  
           Periscope 162  
        Finding Video Influencers to Create and Share Branded Content 163  
           Working with established video platforms 163  
           Commissioning sponsored video content 164  
           Remembering to make the proper disclosures 165  
        Measuring Results 166  
        Checking Out the Most Creative Video Influencers 168  
           Teen vlogger: Lauren Giraldo 168  
           Millennial vlogger: Cody Johns 169  
           Craft/DIY vlogger: The Kim Six Fix 169  
           A parenting vlogger: Brett Martin 170  
  Part IV: Measuring Your Success 171  
     Chapter 12: Meeting Metrics 173  
        How Influencer Marketing Can Help Your Business 173  
           Setting goals: No, really, what are you trying to do here? 174  
           Matching your program goals to your business goals 175  
        You Get What You Measure: Metrics Are Mandatory 176  
           Picking the right metrics 176  
           What’s the hashtag? 178  
           Tools of the trade 180  
           Benchmarks: A study in patience 181  
           Once more, with feeling! Adjusting goals and metrics for long?term success 182  
        Interpreting the Data, and Deciding What to Do Next 183  
     Chapter 13: Integrating Influencer Marketing with Your Sales Funnel 185  
        The Sales Funnel: A Funnel of Love 186  
           Your sales cycle and the funnel 187  
           Tell everyone — or at least the right people! 187  
        Integrating Influencer Marketing with the Rest of Your Sales Program 190  
     Chapter 14: Using the Type of Marketing You Need: Influencer or Direct Marketing 193  
        Influencer Marketing versus Direct Marketing: Similarities and Differences 194  
        Direct Marketing: Measuring Data and Deliverables 195  
        Influencer Marketing: Getting the Right People to Talk about You 197  
        It’s Not Either/Or: Using Both Influencer and Direct Marketing to Meet Your Goals 198  
        Believing Your Results 201  
     Chapter 15: Setting and Measuring the Right Goals for Your Influencer Marketing Campaigns 203  
        Testing and Learning as You Go 204  
           Measuring activity 204  
           Counting comments 205  
        Understanding the Value of Your Influencer Marketing Activity Relative to the Cost 206  
           Return on investment 207  
           Return on engagement 208  
        Measuring the Effect of Influencer Marketing Campaigns 209  
           Setting expectations 210  
           Top?heavy leads to happy endings: Seeing why you need a full funnel 210  
  Part V: Creating Stellar Influencer Marketing Campaigns 211  
     Chapter 16: The Six Secrets to Influencer Marketing Success 213  
        Secret #1: Set Realistic Campaign Goals 214  
           What are you trying to achieve? 215  
           How will you assess your achievements? 215  
           How will you achieve your goals? 216  
           When will the campaign run? 216  
        Secret #2: Know Your Audience 217  
           Who’s talking about you? 217  
           Where are they talking about you? 218  
        Secret #3: Stay on Message 219  
           Marketing plan?=?Rocket ship 219  
           Messaging?=?Flight plan 219  
           Social media?=?Rocket fuel 220  
        Secret #4: Be Agile 220  
        Secret #5: Recognize the Power of Emotional Stories 222  
        Secret #6: You Get What You Measure 223  
     Chapter 17: Putting It All Together 225  
        Getting Creative and Letting Go 225  
           Walking the walk 226  
           Are we having fun yet? 226  
              Dental floss is boring 227  
              Making dental floss fun 228  
           Go for it! 228  
              Don’t be afraid to be real 229  
              Let the influencers influence 229  
        What If It All Goes Wrong? 230  
           Preventing a crisis 230  
           Managing a crisis (if it happens anyway) 232  
     Chapter 18: Five Pros Doing It Right 233  
        Case Study: Ford Fiesta 233  
           What they did 233  
           Why it worked 234  
        Case Study: Lay’s Do Us a Flavor 235  
           What they did 235  
           Why it worked 236  
        Case Study: Heineken Coachella Snapchat 237  
           What they did 237  
           Why it worked 237  
        Case Study: Blogust 238  
           What they did 238  
           Why it worked 239  
        Case Study: Always Like a Girl 239  
           What they did 240  
           Why it worked 240  
  Part VI: The Part of Tens 243  
     Chapter 19: Ten Reasons Influencer Marketing Campaigns Fail 245  
        Valuing Numbers More Than People 245  
        Pursuing Passively 246  
        Measuring the Wrong Stuff (Or No Stuff) 247  
        Being a Control Freak 248  
        Setting DUMB Goals 249  
        Chasing Shiny Objects 250  
        Picking the Wrong Message or Wrong Medium 251  
        Letting the Intern Do It 253  
        Being Tone Deaf 253  
        Thinking It Will Be Easy 254  
     Chapter 20: Ten Online Resources for Influencer Marketing Information 255  
        Advertising Age 255  
        Digiday 256  
        iBlog Magazine 256  
        Scott Monty 256  
        Social Media Club 257  
        Social Media Today 257  
        Social Media Week 258  
        SocialTimes 258  
        Type?A Parent and Type?A Parent Conference 259  
        The Word of Mouth Marketing Association 259  
  Appendix: Federal Trade Commission Guidelines 261  
     Blogs, Twitter, Instagram, Facebook, or Pinterest 262  
     Contests and Sweepstakes 263  
     Videos 264  
     Online Reviews 265  
     Marketing Agencies and Public Relations Firms 265  
  Index 267  
  EULA 299  

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