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
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 | ||
28 | |||
28 | |||
29 | |||
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 |