Transcripts
1. Introduction to the Influencer Marketing Course: Hey everyone and welcome to the complete influencer
marketing course. In this course, we
are going to follow the influence marketing
strategy in terms of marketing execution
as well as analytics. So this is the end-to-end
course that you wouldn't need to execute and manage all your influencer
marketing campaigns. Now this course is
split into six parts. The first part of the course is the influence of
marketing landscape. And I'm going to
take you through what's happening
in the industry, how brands are using influencer marketing,
what are the trends? And how the industry itself
has evolved over time? In the second part
of the course, we're going to discuss
the influencer marketing strategy and you learn step-by-step how to create
an influencer marketing, a strategy for your business, for your brand
product or service. In the third part of the course, we're gonna learn how to find
and identify influencers. So by the end of that module, you'll be able to
look for influencers, know what influences are best for your
particular damping, and how to actually identify
if they are the right fit. In the fourth part
of the course, we're actually going
to go ahead and engage these influences on
board, these influences. So that's going to
teach you how to engage an onboard influencers. The fifth part of the course
is all about execution. That's been all the fun happens. You're going to
learn how to execute influencer marketing
collaboration's step-by-step, the radius examples of different kinds of veins
that you can create content, collaborative content
with influencers. How you can execute
campaigns with influencers, and also a lot of
influencer marketing fails that have happened so
that you know what not to do with your influencer
marketing campaigns. And finally, to sum it all up, we're going to do the
last part of the course, the six part of the
course, just how to analyze your influencer
marketing campaigns. Now, the DAO data that is known decision that you
can make for your future. There is no inclusions that
you can make to the campaign. Have you been able to achieve your goals of your
campaign, an arch. So that's the key
conclusion to the course. We're going to learn
the analytic side, influencer marketing. So happy that you've
joined me with this course and
let's get started.
2. M1L1. Influencer Marketing Examples from the Past: Hello and welcome to the course. You're going to start with the first module of our course, which is the influencer
marketing landscape. In this module, I'm gonna take
you to what's happening in the industry and how the current influencer
marketing ecosystem looks like. So let's get started. I'm gonna start with an
old story just to show you that influencer marketing
is not something new. It's been around since 18th
century or even before that. But this is one of the examples
that I wanted to show you from 1765 graduate who produced this theory
said that you can see on the screen actually produced
it for the queen of time. This is a beautiful example of how he got an endorsement
for a product. So just by producing a custom
product for an influencer, which is probably the
biggest influencer that you can think of. What happened is his Greenberg
actually started becoming popular as Queens where this is the kind of cream
rather the green is using. And also showing that it's an
elegant piece of Greenberg. It's aspirational because
the queen is using in say, the biggest influencer of that. But if this is what we
call brand signaling, he could signal that this brand or this product
assume is that he's providing. In this case, a product is
elegant and aspiration, and if the queen uses it, everyone else wants to use it. From endorsement, he got good brand signaling the way that he wanted to position it. Finally, because of that, he could capitalize on
all of the signaling and use the power of celebrity
endorsement to start, adds night to start sponsored
posts, what we call today, or to start amplification
of the quadrant, are things like
whitelisting campaigns are what we call this today. However, this story shows us a very beautiful process that range would follow it for
influencer marketing. And we're going to look
at the process right now. The first step was the
endorsement stage when he used the influence or use the queen as
influence in this case, showed that she, the one
who is using this product. For everyone else. It shows that this is a
high-quality product. It's elegant, that's
aspirational, everyone else wants to use it. Finally, the third step is amplification paid
leverage stage. We still have the same stages
with influencer marketing. Influencer who
endorses the product or showcases the product
due to rigid creates an effect or influence
or the signal regarding the product or
the brand in the audience. And then we can amplify
the message by using sponsored content or by using whitelisting
campaigns or Facebook ads, instagram ads, YouTube
ads stick dark ads. So there's a lot of ad platforms available
to do the amplification. In this case, it
has you had used London newspapers and
that's also fair option, which is even open to this. So you can go offline or online. Influencer marketing is not
just about going digital, but those are the key
steps, endorsement, signaling and amplification in any influence and
marketing process. And that's the stages that an influencer marketing
campaign has to go through. So looking at that story, it gives us some insight
also on the fact that influencer marketing is
not something very new. A few more examples from the past which are
just to intrigue and make sure that you know that this is not
the new age fancy thing. That brands are coming up with. Influencer marketing
is not a fad. It's not something that has a
beacon is going to die out. It's just been there forever. Aside from the Roman
era as where gladiators were used to sell olive
oils as influencers. Strong ISDs at the
influences of that. And there have been
people as found in Rome that showcase them
selling olive oil. Even the bulb tweeting, if you see on the
right on the slide, the Pope tweeting
about Mary being the first influence or
be influenced. God. Gardens, London dragon,
which has the royal emblem. If you look above
the guardians logo, you'll see the royal
emblem because it's been endorsed by the ruling family. If it's being consumed, if if the right
families drinking it and it's probably going
to be treated pretty good. That's the influence
that our family has. And of course, in
exchange around the family has lots of free gym. Finally, we have Santa Claus era who's not even a real influence. I mean, I hope so. But yeah, that's where Santa
Claus steps in as an influencer to promote cook. Those are some interesting examples of influence marketing. It'll also show that this
is not something new. This has been there. It has been signaling our brains since
long diamond as brands, we've been leveraging influencer marketing since a
very long time.
3. M1L2. What is Influencer Marketing?: Welcome to lesson two. And in this lesson
we're going to look at what exactly influencer
marketing means. You're going to break it down. We're going to start with the word influence and
explain what is influenced. Not influence is how much effect one can have open another
person's behavior. That's the influence that
I have on that person. Then there's
influences, influences distributed over
a huge audience, over a lot of people. That's the kind of
influence that is very easy to tap into to get results
for your brand or business. Essentially, core meaning of influence is just the effect that you can have on
someone's behavior. So again, people act in a
certain way because of you, because of the effect
you have on them. It's not really about
the number of followers, about the number of
fans that you have, but more about the influence that you can have
on the behavior. That's the word influence. You're gonna move to
the word influencer. Influenza is that person who has the effect on the
behavior of the audience. Now this person typically
would also have an audience. It may not be required
to have a huge audience, which we'll see over
this course that there could be
different sizes of audiences that you can have. But since they can affect
the behavior of individuals, they have been doing that
for some diamond, hence, influences already
have an audience. There could be potential
influences who can affect behaviors of people who
don't have an audience yet. But for marketing, we need an audience and
hence we're looking at influencers who can
affect the behavior of people who already
have an audience, either offline or online. I'm also going to share some
interesting ways that you can use influencers
without an audience, like employees, team members, inside influences and so forth. But overall, this is the kind of person that we're
talking about when we say the word influencer. And then finally the
unknown marketing. Influencer marketing is when
you can collaborate with an influencer to eventually have an impact on the
audience behavior. And then the marketing
concepts come in where you use this fact that you
are able to have the impact for branding,
for signaling, for promotion, for advertising, leading to transactions,
engagement, loyalty and so forth, all your marketing goals and be met using this influencer. That's why influencers
marketing is just so essential to
the marketing funnel. Then we're going
to look at to all the stages of the
marketing funds. So that's another key concept
if you're going to learn. So you can apply it to any of the stages of the
marketing funnel. Let's go into a little bit into the psychology of
influencer marketing, why it doesn't really work. There are two key
concepts to learn here. The first one is
social proof and what do you need to
understand here is that social proof has been around for their views and likes and favorites and comments are
generally small parts. It all adds up to the
fact that you want to do something that people
have already done and that they have said that they've
done it has worked for them. If a lot of people are
doing a certain action, you feel that's the right
action today for you as well. So you have the proof of concept from the
society or from others. And that's the key
concept of social proof. Then the second concept
is cultural conformity. So you want to conform
to the culture, you want to keep
up with the back. Since these are the influencers, these are people who really
would love to keep up with. They are really more
effective than, for example, keeping up
with your neighbors. Keeping up with your friends. However, that being
said, of course, you have an impact from every
individual in the society, is just that these people have a bigger impact on
your behavior and hence have the power to influence those or do psychological concepts
of influencer marketing. Now let's look at why do
we need infringement? And of course, this
is a great to have because you can influence
people's behavior. So all of this sounds great, but why do we need
it really is because consumers prefer to
buy brands they trust. Now that's important concepts, especially going forward
after all the pandemic and on this small drop
shipping businesses and spammy businesses unless him
drop shipping is a spam, but a lot of others
family business is trying to make a quick
buck out of these situations. There's even more need for
customers to trust bread. And this is why also a
lot of ad platforms, lot of social media platforms
started shutting down a lot of these small businesses. I also got impacted for a lot of my clients who
were small businesses, very genuine
businesses, mistakenly taken as brands that
might be just popping up. So it's important
to build trust. And only one in three customers feel
they can trust company. In this case, just talking
about small companies, but even huge companies, even, even companies that
they buy from there, not sure if they can trust
their customers in order to ensure that they can trust Apple or Google or
Microsoft and the data. Even trusting companies
need to be built. And 90% of the people, on the other hand,
if you look at the other side of the slide, underwrite 90% of
the people who have access to the internet
trust recommendations, recommendations from
social influences. There's a beautiful gap that
you can bridge as a brand. It's hard for consumers
to trust you as a new company or even as
an established company. And then on the other side
you'll see that you can easily build a bridge that gap by
using social influences. So that's the deal
need where brands are looking at positive
sentiments in the audience, are looking at positive
conversations, that looking at the tone of voice that their audiences have, and not just from
transactions purchases, of course, they are
all important goals. But this has been the need of influencer marketing rarely
comes through and shines. Now you have some
amazing advantages of influencer marketing. You have an audience match so you can look at the audience, at the influence it has and see how much
of a match it is. And we use something
called true reach to actually say that this is the actual reach that
you're looking for. This is the matching reach of the influences shed off audience
that would work for you. And I'm going to explain
that concept in debt. You already have an audience at the influence
that comes with it. And that's for me
the key advantage of influencer marketing. You can of course, use
your own audience. You can use influencer for content collaboration and then use your own audience,
which is also great. So that's the, the other
advantage is that you can create great content
with influencers. Then finally, you
have relevant people are receptive follows that
the inferences already has. Overall influencers
are content creators with built in distribution. This statement, I
love this statement. You leave VP of Strategy
at block them in. But I really loved this
because it summarizes all the advantages of influencer marketing into
one single statement. So they are content creators. You can create great
content with influencers. They have built-in
distribution so they have an audience to distribute
this continent. Are you solving boards, problems of marketing with content marketing and
distribution at the same time. That's what in terms of
marketing is all about why they needed and what
are the advantages of influencer marketing. In the next lesson,
we're going to look at how the current industry is and how it's evolved over
Diamond terms of numbers, what's in terms of trends?
4. M1L3. The Current Influencer Marketing Landscape: Welcome to lesson three of the influencer marketing course. In this lesson, we're going
to look at the market size, the landscape of
influencer marketing. Currently, this is data from the influencer
marketing hub, which I recommend It's
a great source of influencer marketing
related data and statistics that
you can browse to. This chart is showing how influencer marketing
has increased as an industry as in terms
of market size or near. If you see from 2016, uh, $1.7 billion industry to two thousand and twenty
one hundred thirteen point eight billion
dollar industry. That's a tremendous growth of
the industry. Growth, etc. This is of course owing
to a lot of factors, but a lot of people
becoming influencers with a lot of new social
media platforms popping up. Recently, Tiktok picking up as an influencer
marketing platform, there are a lot of factors
that have contributed. And of course, brands seeing the value in influencer
marketing and more and more brands putting their name influencer marketing. So that's the, that's
the market size growth. Just to give you an idea of
how growing this industry is. And with live shopping, livestreaming and all
of that coming in with infants and marketing collides with NFT isn't the metabolic, it's going to just become
bigger and bigger. This is the report of the social media
platforms or in general the channels rare influencer marketing collaboration is
that happening the most? Instagram leads to back with 68% off collapse
happening on Instagram. Now of course, this
is all the data that influence and
marketing hub hats. But also in general, I've seen with a lot of my
customers that I work with. Instagram is usually
the first peak, and usually from my customers. Specifically, YouTube
is the second favorite, vague for influencer marketing. And then there is blogs. Brands also want to collaborate
with inferences on blogs, but this is of course, more in terms of quantity, way more data than my customers. But asked for the report, it's Instagram number one, pick doc number to Facebook, number three, YouTube number for LinkedIn and Twitter
towards the end. So those are the channels. However, the engagement rates of influenza collaboration has
been highest on tiktok. Come back to Instagram. This is the current state
of social media in general. So we're looking at the
different social channels and the monthly active users. As of making the scores to
0.9 billion on Facebook, to bring 2 billion on YouTube, 1.2 billion on Instagram. Tiktok is growing pretty fast, has already crossed 1 billion. These are the age demographics. So you have different age groups and the distribution by
age groups of the journal. You got the agendas in terms
of the person did split. So you see that 70% of the
users or Pinterest or female, by 30% of meanwhile, all the other channels seem to have an equal
distribution of tenders. I didn't not really find
this data for tick tock. So if you do have that data, feel free to add
it in a message or comment or send it to me email. And I'm going to update the course and add
that data as well. Finally, the purpose of the kind of use that
people have the shuttle. This is very subjective, so there are different
kinds of things, but however, I've just put into specific points from there,
what they're used for. So feel free to save this slide somewhere just for
your reference when you're looking at channels for your influencer
marketing campaigns, this is going to
be quite useful. We're going to discuss
that in the influence of marketing strategy as well. So this is data from meltwater
2021 report written. They've shown that there
has been a 26.7% increase. If you look at the
chart on the left, on the number of posts
would be hashtag ad. And this is usually
a declaration that influences have to
put hashtag ad. Then they have collaborated
with the brand. That's just in one ear, 26.7% increase from two
thousand and twenty two thousand and twenty one. And on the right side you
see in terms of stories, there's been an increase
in sponsored stories by influences from two thousand,
two thousand draining one, which is 33.5% increase, clearly shows that an order of these stories really Tiktok, I'm picking up pretty
fast in this year. More and more brands
also turned into Tiktok, which is very clear is the Nike Washington person
dies in hair examples here, I doing elaborations on tiktok. Now, here we have some new
channels that are coming up. So there are always some
new challenges coming up. On the left, we
have some challenge at dredge club house discard. And then on the right
we have some channels which are Indian
specific to India. Since Tik Tok is
bounded in India, some of those channels
are getting attention of both influencers and brands. Now there's another interesting
space in the industry, which is the inferences
outside of social media, you have bloggers,
you have customers who can act as influencers. You have industry
exploits an analyst, you have podcasters,
so you have, you can invite inferences, collaborate with influencers,
influence in general, celebrities, even
on your podcasts. Then there's business partners, internal team members
who can also act as inferences for your brand
overall in terms of ROI. And we're looking at 11 ALI from influencer
marketing compared to that of admin of performance, which is being used a lot
in digital marketing, of course, wood-based
to compare there. This is data from the Digital Marketing Institute
2021 dashboard. And you have $5.2 median value for
every dollar that you spend on
influencer marketing. Own immediate value is
an important concept. When we analyze influencer
marketing data, we're going to look
at in depth how to do you know how to
find her Media value? But essentially what
it means is this is the amount that you
would have to spend on ads to get an equivalent number of engagement or
impressions or reach from your influencer marketing
campaigns which you just got basically for Freedom Fund from as a result of that influencer
marketing collaboration. You spend $1, you made
$5.2 and earn media. And this is not venue. And since this is
value in and media, which you would have to
otherwise have to spend four to get engagement
on social media. On the left, 11 X is actual ROI. So you've made this return
in terms of sales on investment from combat to the random performance
that governs the landscape and what
they're looking at. Overall, very influencer
marketing standards of today. And these ROA numbers guys
are pretty impressive. This is the reason why we want
to leverage influence and marketing in our digital
marketing strategy.
5. M2L1. Create a Complete Influencer Marketing Strategy (Campaign Fundamentals): Hello everyone, Welcome back to the influencer marketing course and we're gonna start
with module two. And this is where a
lot of fun happens. I'm very excited. I hope you ado,
let's get started. You're going to get into the
first lesson of module two. Now, I've designed
this module is I have ten questions that
you need to answer to actually build your complete influencer marketing strategy. So I'll be taking you
through those ten questions. And for any influence marketing campaign
that you execute, if you are answering
those ten questions, then you will have a complete influencer
marketing strategy. Now most of the problems with influencer marketing
happens when people miss out on answering
a few of these questions. Hence, it's important for
you to first understand what these ten questions are
and then find the answer, your answer for those two, any questions for your
particular campaign? Now the first question is, what's the campaign objective? This is where all
good things start. What are we looking forward to achieve from this campaign? Now, as market ear, you know, me and my team, I
understand that we have different stages of
the marketing funnel. Now, I'd suggest that you
look at the different stages of the marketing funnel
in your organization. If you're already in
the marketing team for your own business
or for your startup, for the company that you work
for a think about what's the stages that a user has to go in your marketing funnel? And then pick the
one that you are going to target for this
particular marketing campaigns. Let's particular influencer
marketing campaign. Just like with any
marketing campaign. Even for influence
marketing campaigns, you'll have to pick
your objective from the mapping from here
a few examples just to give you some ideas from different stages of
the marketing funnel that you can actually target
for your marketing campaign. If you look on the slides,
we have awareness, we have transaction,
you have engagement, we have concentration,
we have loyalty. Now, there are standard stages of the marketing
funnel, however, I would also recommend
that you use the terms that you usually
use in your marketing funnel. If you use purchases
instead of transactions, that's the one you'd be more likely to use and stick with. Go ahead with that. Here we have a VNS
where we were looking at brand of ns or product of n is we have transaction where we are actually looking
at a transaction. It may or may not be
approaches for most brands. If you think of a
product business, it could also be a sign up to
a free trial, for example. However, of course, it
could also be purchases. Someone makes a transaction
with your business. Let me have engagement. This is where you are majorly looking for
a number of entries, number of people posting
about your hashtags, number of people commenting. What kind of engagement
can you Brian drive? That's one stage of
the marketing funnel. Then we have consideration
when we are actually looking at the users in the process
of picking between brands, let's say, for example, that's one example of
consideration phase. And loyalty is where you are, you already have
customers of your brand. You're looking at improving
the brand loyalty. Also in the screen you see influencer marketing
campaign examples by Nike in each of the
stages of the funnel, which really shows
beautifully that influencer marketing can be used to target any of the
stages of the family. It's not really specific
for a transaction, let's say, which
could be the case with affiliate
marketing, for example. But affiliate marketing,
most of the marketing is focused on the transaction
stage of the funnel. That's the first question. What are you looking to
achieve from this campaign? What's your objective? Then? Never use starting
influencer marketing, marketing campaign. Write down your objective and know what you're going to
achieve from the campaign. Let's Move to version two. And this brings us, the objective brings us exactly to this
question which is, what's the best influencers
size sphere campaign? We're going to spend
a little more time on this because this is key in deciding how you are
gambling is going to shape out. There are essentially four
different influences, sizes that we're
going to define. You will find online
different kinds of definitions and
different kinds of names for influencers sizes. This is fairly the most standard and the best way
to define any two answers. We have nano influencers who are influencers who have less
than 10 thousand followers. Micro influencers who have
anywhere between ten thousand, a hundred thousand followers. Then we have macro
influencers who have between a 100 thousand followers to
up to a million followers. And then eventually we
have mega influencers who have more than a
million followers. Now, like I've said before, the follower count is not the most important metric
that you're looking at. However, that's the particular. And value that had been used just the definition
of these influences. Because in this case we are doing sizing of
the influenza and hence that becomes an important
metric to pick the size. So you have nano influencers. These are really small, like we are friends and families who are
really influential. People listen to them on social
media, micro influences. This is where things start to step up a little bit harder. They still have their
initial communities macro influences that goes slightly broader than micro influencer, but still have following
in specific topics. So they could be
likely influenced, influential fitness
or about productivity or know about finance,
personal finance. So those are different categories
that you could look at. But then there's
mega influences. This also includes celebrities, anyone who has more than
a million followers. You can obviously
see that this is gonna be a very broad reach. It could also be
multi geography, of course, it could be different countries
following them. There could be people interested in different niches
following them. So it's not really a
niche following at all. That's Omega inferences coming. Now what we're going to look at is now that we know the size, we know the definitions
of these influences, we're gonna see what the
opportunity is here. First one, nano influencers the opportunity that
we are looking at. It's peer-to-peer endorsements. Because these people, the
followers that they have, are most likely their friends, family, and the
circle beyond that, which they still have a lot of influence on in a very
specific mixture. Then we're looking at
micro influencers. Now it's a bigger audience. So the scaling the audience, but staying within the niche, that macro influences
will actually go in large audiences with
specific topics, maybe not very niche, however, within specific
topics of interests, like I gave you
examples about fitness, personal finance,
and productivity. Let me have mega
influences were looking plausible here we're looking
at very broad topics. Obviously, if this rings a bell, mega influencers are gonna
give you the best value for your buck if
you're looking at them from mass brand of ls pipe, that makes sense because
it's a global audience. While on the other hand, nano influencers
can actually get you specific transactions
from each product. That's how you think about approaching what size of
influenza is best for you. Now this is just the
basic foundation of that. The coming modules. When we are in module three, we're gonna see how to find
and identify influencers. In that module,
I'm actually going to deep dive into each of
these influencers sizes. But for now we'll go
with the definitions and what's overall,
what's good for each. Nano influencers. Local balance, specific
location and specific area. If your startup, because nano influencers tend to be
cheaper to collaborate with. So if you're a startup
or if you're a business focusing on recommendations
about product or service, this is not where you are
looking for mass blend of N answer anything perfect
to go for microbes, to go for nano influencers. So then we move to
micro influencers. Now if you're already looking
at sales convergence leads subscriptions among
one niche audience. Perfect to go with
micro influencers. Macro influencers. Now you're looking at
a specific audience, but not initial audience, but
still a specific audience. But you also want to
reach many people who want to reach the masses. And it's okay for you to spend a little more on the campaign. Then you go for
macro influencers. Of course, when you have huge
budgets and you're looking for a brand of n s mass
of n is of your product. That's where you go
from mega influencers. And this also
includes celebrities. That answers the question, what is the size
of the campaign, the size of the influences
that it's best fit for your campaign based on
your campaign objectives. Those are the first
two questions. Finally, we have question
number three, which is, what does campaign's
success look like for you? If you are designing
the marketing campaign based on particular objective, you need to map the
objective to certain matrix. And that's what we're
going to look at here. So this is some examples of
campaign goal objectives. So if you have certain
objective, let's say of n s, you have to translate
that objective into certain metrics
that you can track because this is what
marketing relies on. Good marketing lies on theta. Great marketing relies on making decisions based on the data
that you've collected. So we can collect this data and then in the future
marketing campaigns, you can use this data to
improve the decisions that we made to improve the
marketing campaigns that we've executed. Whether we have metrics like regional impressions,
clicks and traffic. Brand mentions, product
reviews, hashtag mentions. Brand tags both
created different ways of mentioning of evidence
that engagement you have, for example, likes and comments shares different ways of
measuring engagement. There could be a lot more. These are just examples. Then you have transactions, for example, newsletter
sign-ups, Coupang, sales, free trial sign-ups, revenue generated
number of transactions. Now different examples
in different stages of the marketing funnel
based on your objective. So quick recap. The first question is, what's your campaign objective? This is where you define what
you're looking to achieve. Which stage of the marketing
funnel are you targeting? But this campaign, The
second question is, what size of influencer fits best into achieving this
can be an objective. Finally, the third question, as well as the matrix
you can align with your campaign objective
to achieve those results. Those are the first
three questions. We're going to continue building our influencer
marketing strategy. But more questions,
I'm gonna see you in the next lesson where we
discuss exactly that.
6. M2L2. Create a Complete Influencer Marketing Strategy (Marketing Specifics): Hello everyone and welcome back to Module two,
less than two. And now we're going to look
at the next few questions. The question is for
56 while building your influencer marketing
campaign strategy. Let's get started.
Question four is, who is your target audience now the next step is you need to
know who you're speaking to. Now you may have defined
different user persona as a different user segments
that you wanted to target as part of
your marketing team. We're going to pick the
right target audience from that persona for
your particular campaign. Now, how do you do that? You define your audience
by different segments. As you see here, we have age
groups, we haven't gender, we have geographies,
We have interests, we have pinpoints.
You're looking at. From my audience, I'm going to target this
particular age group, this particular gender,
this particular geography. These are the interests
and these pain points. This is the kind of problems
that they're trying to solve from this particular influencer
marketing campaigns. And the reason you do
that is of course, so that you can find
matching influencers. Because when you have a
campaign which is targeted to, let's say 18 to 24
year old females. Then you're looking at an
influencer who is 18 to 24 years female because that influencer fits the persona
and your audience is more likely to have to make decisions
based on what they see, the content that they see
from this influencer. Rather than, let's say, a product which is being shown by someone in the
40 to 50 year old range. So those are some decisions
that you'll have to make in future when you're designing your influencer
marketing campaign, when you're executing
your campaign. Now you'd have to plan
in your strategy, what's the right audience
segment for this campaign? So who are you targeting? That's Question four. Let's move on. Question number five, which is what channels is
your audience on? If you know what channels
your audience is most active on the
audience that you've just defined in
question number four, then you'll be able to decide what channels would you run your influencer
marketing campaigns on? Because you should
run your campaigns for maximum impact on the channels where the
particular target audience is most active on. Let's say you decided AT 24 female and you realize that Snapchat could be
a good channel. Your influencers that
you're looking for are also in that same persona, then you're obviously
going to look at Snapchat has a channel. It could be Tiktok
as a challenge. It could be IGTV. So it's just about mapping your audience with the channels. Your audience definitions
act as an input for you to then decide your key channels for
the marketing campaign. Now here are a few examples on the screen of different
channels that you can use. Facebook, Instagram,
LinkedIn, TikTok, Snapchat, let's say if
your target audiences, mostly B2B business
decision-makers, let's say age 40 to 45 years. And probably linkedin could be a good channel for
you to look at. Snapchat, Twitter,
blogs, YouTube, e-mail newsletter,
additional ads, web balanced print ads. If your audience is offline, you're looking at print
ads, televisions, events. There are many channels
to choose from. This is not an exhaustive
list of channels, but these are different
ideas of challenge that you could then
map your audience to. Finally, question number six is what kind of content
would work the best? So you see how the fitting in things here we started
with the audience. Now with that audience, we know what channels
to work with. And with those channels, we know what kind of
content would work best, because we know what content works best for word channels. If you're looking at
short, catchy videos, then you are probably
looking at Tiktok or looking at reviews or any
short video platform. If you're looking at
high-quality photo shoots, you're probably looking
at an Instagram posts. If you're looking at long-form, edited style videos
in the property, looking at YouTube,
different kinds of content would work best for different
kinds of channels. You could be looking
at your long-form in-depth reviews of business concepts made
in linkedin might work the best are blogs
might work really well. In that case, you'd have to then map your audience,
channels and content. And we do this all the
time with marketing. It's not just with
influencer marketing, but for any marketing campaign, you will always have to
map who your audiences, what channels are
the most active on. And finally, what content
with that estimate? That's question number six. However, this is not just
limited to the content types. Also the, it's also about the hashtags
that you will choose, the CD and that you will choose when you
plan your content. You also plan, is
it video or image? Is it live and pre-recorded? Is it for example, if you
choose Instagram stories or what kind of hashtags
would go the best. And also show examples of influence and marketing
campaigns and fail just because of using the wrong
hashtags in this course, but that's important
key element as well. And finally, what kind
of call to action that you have will be focused? Going to a specific
landing page, or going to a specific product, or going to a specific video. If we're just looking
for engagement, it's the content just for the
sake of the content itself, or it has a call to
action for the person to actually engage with it
or transact with it. What call to action,
what you have on the content and how
it would look like. These are few examples of
content that you could have giveaway sponsored content, social media mentions, account ego was plus analyze
discount codes, influence a godsend
your articles, you would see
influencer influences having a lot of blogs
where you would see multiple codes in
Roundup blogs and so forth. Having influencer talk
at your confidence, having an influence
that as a guest on your derivative Chad and
forensic wards in your e-book, you could even have a completely
crowd-sourced blog post. You could have data
from influencers, influences can share data with you to include in
the case study. You can get a guest
blog by an influencer. You could have an
influence coming in as a guest in your
industry events. So this is sort of an
offline collaboration. You could also have them as
a guest on your podcast. You can have them as a
guessing you a YouTube video. You can have them take over your Instagram stories or
takeaway on Instagram Live. There's just a lot of
different ways of content. Not just limited to boring, taking a picture and
posting it around. So there's a lot of things
that you can do content. Once you have these three
questions are answered, You have the audience, you have your channel,
you have your content, you have the core content
marketing strategy part of the influencer marketing
strategies settled. Then eventually you
can look at more of the logistical questions. We're going to look at
that in the next lesson, where we're going to discuss
the seventh question, which is, what is your budget? So I'll see you there.
7. M2L3. Create a Complete Influencer Marketing Strategy (Logistics & Amplification): Hey everyone, welcome to the
next lesson in module two. And in this lesson we're going to cover the
rest of the questions. Question 78910. Questions 789 are related to the logistics of your
influencer marketing campaign. By the final question, question ten is related to
the amplification side or the bid strategy side of your influencer
marketing campaign. So question seven is, what is your budget now this
is a important to plan. You have to have a budget
in mind before you actually kick off your
influencer marketing campaign. What you're budgeting for, that's the first thing
that you'll have to know. What are the proper What are the possible expenses
that you might have. You might have to pay influencers
directly depending on wherever payment method or collaboration method
that you choose, what you're going to discuss
in the next question. You might also have to budget
for the sponsored posts, which is amplification
side of the content. Once you have a
content collaboration and the content is created, you will also then adds on that particular piece
of content which is gonna be called the budget
for your sponsor posts. This does not mean sponsoring the influencer, that's
a separate budget, but actually paying for
the ads for those posts, then you have the budget of
the product and shipping. If you're collaborating
with an influencer way you require to ship the
product to the influencer, then you have a cost of
shipping to the influencer. If you probably have
a district product and you can just ship online, you may want to include the cost of production
of that product. But if it's a digital product, in most cases, we would
like to skip that. But that's an internal decision
that you'd have to make. But if it's a physical product, you would definitely
have to include the cost of at least
manufacturing the product, if not the retail
price of the product. And then the shipping
cost of products. You've ship, ship the product, how much the shipping
to get influence across the different kinds of
things that you budget for. That brings us to
the next question, which is key in
budgeting is that what engagement model really
follow with the influences? How will you engage
with the influencers? I'll show you some examples of different engagement models. You can work on direct
fees wherein you say, alright, we're gonna
partnering together, we're going to collaborate together and we're gonna pay you x amount of money for
the collaboration. So you say, all
right, Five, $100, you have to do a
poster story, blah, blah, blah, or $5 thousand. And you have to do a
YouTube video collaboration with us and posted
to YouTube channel. There'll be different
fee is depending on the size of the influencer,
the engagement rates. We're going to
discuss all of that, but this is one engagement
model that you can work on. The second would be
product exchange mortar. When you send your products to the influencer free to use. In return, they sort of create
content for your products. Most bands, of
course, in that case, would expect positive content
about their products. So it's important
to establish in advanced that they
already pretty happy with your product. And it would have
been something that they would, anyways, purchase if they
had seen it online without you having to detail to them or if they already
know your product, have already used your product, that's even better, then
you have commissions. Commissions is where
you would have sort of an affiliate
link and the influencer, we're happy to be happy to
share that link along with recommending your product and with the sales that
come from that link, you would track the sands
and give commissions. If it's an online
case, of course, if the influencer is able to generate sales
through an offline. The same goes. In that case, any sentence that you can track successfully back
to the influencer, they get a commission
percentage on that. It could also be
a combination of all of this combination
of some fees, the product, and some
commissions for the influencers. Now, that also is an
input for your budgeting. So you would know what kind
of habitations could you do. It could also be the
other way around. If you have a limited budget, you will know that I can only do product exchanges,
for example. So those two questions
are sort of interrelated. It's hard to see if
questions seven comes before eight or eight
comes before seven. But those are two
questions I would answer more or less in boundary. Then we have question nine. The last question is in
the logistics segment, which is what are your timeline, what timelines or
you're looking at. Here, we're looking at
planning the dates. How long with the campaign run isn't going to be a
two month campaign. We're going to engage a lot of nano influencers, for example. Is it gonna be one
mega influencer and a one-month campaign? So a lot of things
will fit in here, but eventually, how long
will that campaign run? How long will you be expecting people
to post that hashtag? It will be the deadlines and
due dates for the research, for the outreach
collaboration and quanta. Now the second one
is more internal. The first, the first one
will help you to have a more external reference so
you can tell influencers, I want the campaign
to one month's, I want you to post once every week for four weeks for example. But the second one
is more internal. When you do your research
about influencers, what's the due date for that? When you reach out
to influencers, you wanted to complete
the outreach. By what date? When you actually start
the collaboration, you assign contracts
with the influencers. Ben, do you want to complete
the collaboration phase? Finally, when the content is out in the content is posted, how long do you want the
column to be scheduled? How often do you want the
content to be posted? There are different timelines. Here are some for your internal marketing campaign execution and some for the external
execution that you're going to share it
influences as well. Once you've done that, once you're done with the logistics, you are back to marketing. What is the speed at strategy? Now this is key here
because if you're looking at expanding
the reach of the collaboration
beyond your audience and the influencers audience, then you have to do paid ads. So there is no running
away from Beta adds. A lot of people actually tried to do in front of
marketing without paid ads. And for some people
that works really well. For some grants, it
works in any value. You can have a lot
of nanoamps fluency, for example, and still be able
to reach a lot of people. You can have just a
few mega influences and be able to reach
millions of people. But if you include some
beta as in your strategy, you could usually get
your best value from the content that you've created in collaboration
with influences. And usually this is
going to be some of your best-performing
content rather than the content that you
create for your own brand. So it makes a lot of sense to put in money on this contact. You run ads on the
influencers content. Would you actually run whitelisting campaigns
wherein you run ads from the influence is add accounts or from the
influencers profiles are only going to do it from your blinds profile from
your brands that account. And finally, what we could
targeting options for your paper motions are
looking at expanding the audience that the
influencer has and do more lookalike
audiences that are similar to the ones
that follow them. I looking at expanding the
audience to difference audience segments if this particular audience
segment works out. So for example, if you're
creating content for one audience segment as a desk
to see if it works or not. And then you might
want to just expand that particular quantum
to reach more segments. If that works out. Those are different
things you'll plan in your promotions strategy. Now whitelisting campaigns. We will deep dive into
all of these things, but I want to listen campaigns
for sure because this is essentially a way to reach out to mode of the
influencers audience. That's the first advantage. And secondly to have
diversification of adequate. So this is an interesting
concept when you do paid marketing is that you do, you have a lot of learnings
on your ad account, on your business Ad account. Let's say if you have
a Facebook ad or Conda Instagram medical
in the ad account is constantly learning
about you at all games and about who interacts
with you the best, about who purchases from you. Similarly, if you find
right influences, their ad accounts, also have learnings about dead audiences. You can tap into not
just their audience, but also the learnings of their ad account through
whitelisting campaigns. And that's why this is really a beautiful way of
doing marketing. Influencer marketing is
not just about content. You get the content,
you get the audience, but you also get learnings, the algorithmic learnings
of ADA columns. So that's one of the
beautiful ways to harness the power of influencer
marketing even more. Those are all the questions
that you need to answer in order to build your influencer
marketing strategy. And that's all for module two. And I'll see you
in the next one.
8. M3L1. 4 Types of Influencers - Nano, Micro, Macro & Mega Influencers: Hello everyone,
Welcome to Module three of the influence
of marketing course. In this module, we are
going to see how to find and identify influences. The first lesson of
this module is to cover the different
sizes of influencers. And how do you know which size is the best
for your campaign? In the previous module, we actually designed the influenza marketing
strategy and we answered ten questions that helped us
draft the complete strategy. Now, finding and identifying influencers sort of
a b execution step before you actually execute content collaboration
with the influences, how you're already
beginning to execute your influencer campaign in the process of
identifying influences. So start with the
beautiful code. There are exceptional
people out there who are capable of
studying epidemics. All you have to do is find them. And that's exactly what we're going to learn
in this lesson. Let's get started. In this lesson, we're
going to explore, re-look at the different
sizes of influencers and then decide the best influenced society's
for your campaign. Of course, by influence the
size we had definitely to the size of the following
that the infant has happened. We have nano
influencers which is under 10 thousand followers. Great for B2B and endorsement
micro influencers, 10 thousand to 100
thousand photos. Macro influences a 100 thousand
to a million followers and anything beyond
a million followers, which includes all
of your celebrities, are all mega influencers. How do we actually identify which size of influences
the best is, of course, by understanding all of the characteristics of
each influenza type. Now what we're gonna
do is we're going to deep dive into each
influence, a dipole, in order to understand
what the characteristics are that you're able
to make a decision about which one is the
best fit for your account. Also on the right you see the high to low engagement rates. So usually if you have
less number of followers, you're going to have
high engagement. Of course, because you
can create content which resonates with most of
the people in your audience. It's always gonna be initial audience when you
have less number of people. But the more followers you have, you cannot make everyone happy and not everyone is going
to engage with you. So the engagement rates start dropping as the number
of followers increase. You can think about this if you start your own Instagram or YouTube or TikTok and you
focus on one particular topic. Let's say I make videos
about influencer marketing. And a lot of small businesses
started following me. Business owners, a marketeers, we wanted to use
influencer marketing in their campaigns and influence a market ears who
want to learn more. And then as I grow the channel, as I'm making videos
on different topics, then I go, let's say paid ads and SEO and some
other kinds of things. I'm gonna use that focus
and then I'm gonna get, of course more followers, but not everyone may be
therefore learning SEO. They may be just
interested in the videos that come up on
influencer marketing. So not every person who follows mean is going to engage with
every video that I make. And hence the engagement
rate drops as you have more people because not everyone engages with each
content that you make. And this can be shown by data. We have data to show
this from flanks.com, this website where you could
actually just go and put in Instagram handle username, which will show you the
average engagement rate of that profile. Now here, the average
is calculated for all of the influences within
the certain followed him. So if we look at people for influencers who have more
than a million followers. So that's all your
mega influences had an average engagement
rate of around 1.97%. Now of course, you're going
to look at specific people and specific engagement rates. This is to give
you an idea of how the engagement rates dropped down versus if you look at the
100 thousand to a million, which is all your
macro influences, the average engagement
rate is around 2.05%, slightly more than
the mega influencers. And as you go to, as you
go down to one thousand, five thousand, which is all
your nanoamps influences. The averaging has been treated, is pretty high at 5.6%. So you can engage
1 thousand people, way more than you can
engage millions of people. That's very clear here
by the data as well. And of course, if
you are deciding to digital art of people
in terms of masses, then it's better
to reach 1.97% of a million people than to reach
5.6% of 1 thousand people. But if you're pushing people
to make a transaction, you have to engage
more people first. And in that case, you have to get a 2.5 or 5.6%
engagement rate. And then multiply that by the number of influences
that you can onboard. Also, if you're looking at engagement for your
brand, of course, you have to look at the highest engagement
rates and then see how you can also
get the maximum impact. So let's say with
micro influencers and having a lot of
micro influencers, and possibly a macro
influencers as well. On board. Those are some
calculations that you can make and you will also
see the engagement rate, of course, of every
influences that you onboard. These are just averages
to give you an idea of how the trend goes. Now you're going to
get into a deep dive into each influences
sides and see all the characteristics about
them so that we can make decisions about which is the best influence at one
board of the campaign. Let's add another influence or you're going to start
with the smaller ones. Small but powerful. They have more
influence like we saw. They have more power to cause a change in
behavior because of the engagement rates and because of the focused community and
audience that they have. So usually these are people with 10 thousand or less followers. Now all these numbers
are not very strict. That's why we are learning
the characteristics. So you can actually identify people based on the
characteristics of the profile. Even without doing
a denominator, followers as to what kind
of inferences they are. But yes, just to give
you a guideline, just to give you some help
and activate the process. It's good to see the number
of followers to just fit the person into one of
those four categories. Usually these people have
a strong local community which helps local businesses. So if you're targeting
promotion of local event, for example, this
could be a great fit. So here's a beautiful code. You're far more likely
to book a holiday on the suggestion of a friend
and some celebrity. So that's quite
reasonable way to put it about the real benefits of having nano influencers
in your campaign. These are think of, think of these people
as family friend or a friend or family member who has
a flair for Instagram, like this guy or girl has really good style for Instagram and people follow him or her. That's sort of you're starting to think
about nanosensors. And here we also see in the
last point that they can be used mainly for Innovation,
engagement and loyalty. So those are different ways
to use nano influencers. Now these are just ideas. I mean, if you, if
you think about what you wanted to
do, but of course, if you want mass reach for
your product or brand, you are obviously
not going to look at people with a few
thousand followers. You're probably going to
look at the most number of followers in that case. If you're looking
for engagement, of course, since they had the
highest engagement rates, you're gonna look at a
lot of nano influencers, put them together
to get engagement, but also some good Reach
for your, for your can be. Now they have the highest
engagement like we discussed, and also have the lowest cost
of all the influenza types, the lower number of followers. This is how they influence
marketing in this debugs, the lower the number
of followers, usually the lower
the cost will be. And of course it goes
the other way round. If you have very high
number of followers, you'll have high costs. When you're looking at two
inferences, of course, who have similar
number of followers, then the cost could
be based also on the engagement rate or the deliverables and all your campaign details
that you've talked about it. In terms of credibility, these are people who actually
know their followers. If you look at a macro influenza for example, omega influence, I don't know what
their followers, even for micro influencers, it's hard to keep track of almost every follower
that they have. But let's say for example, people with few
thousand followers will know in order to people
who are in the followers, not just that they are,
they know who they are, but also they will know some of their behavioral
characteristics of conversion. Many people would
trust an act upon the recommendations of
these influencers compared to someone who is a
celebrity agreement that mutation location great for promoting locally even
local businesses. This is probably the only
type of influencer I would engage for a local promotion
of local business. In terms of rich, not a very good fit. Of course, if you're
looking for Miles band of ns, not very experienced. Like big Instagrammers are big YouTubers are pig
social media influencers, which means you'd have to
work with them a little bit. You'll have to tell
them the deliverables, the guidelines, the
hashtags and so forth. In terms of quality, It's important to tell
them about brand identity, what kind of pictures or
videos you're looking for. Little more work and hand-holding is required
with nano influencers, as you might guess. Now let's move to
micro influencers. These entrances
with ten thousand, one hundred thousand followers. They are credible because
they have a niche audience, they have a niche following. Cost would be slightly more. Of course, the nano
influencers In less than, much lesser than macro
and mega influencers. So a very good balance, their engagement much better than the bigger equivalents
like we discussed, slightly lesser than
annual influences. More likely to convert warm leads into
subscribers and customers. These are people that
you can still trust for making a purchase
or a transaction for your product or
business compared to a mega influencer who you
would typically just, just with getting of
n is availability. You can have the option
of having a lot of micro influencers
in your campaign. The scope for creativity in
language, strict guidelines. Now this is important because. Micro influencers would typically work best
when you give them some freedom and lead them, be creative and have their
own voice with the audiences. They also not be very comfortable if there is strict guidelines compared to, for example, mega
influencers pay them the big bucks you have
all the guidelines in place. And they will do the steps
of execution as you want. In terms of freedom
and creativity, this is also a great place
I feel to play it on. So if you're a brand
you want to play around with creative
experiments, nano influencers,
micro influencers are great options to do that. Let's move to macro influences. These are influencers with a 100 thousand to a million
followers on social media. They do have, I would not
really call them ****, a very specific niche. However, they would
have different topics, specific topics that
you could cover. So if you're a brand who wants an influence
in personal finance, for example, of
fitness for example, that's sort of a
good place to go for macro influencers or
yoga for example, or skincare For example. Great places to go
from Akron inferences. It's still sort of niche
that sort of targeted, but not as focused as local as an annual influenza or as
focused as a micro influencers. So that's where we have the
macro influenza definition. They would have good Reach, of course, since they
have a lot of people. Some actually some
micro inferences have great engagement rates. So you'll have to pick the ones which have getting his mandates. You're looking for engagement as you mean going
off the campaign. In some cases, I would
also be okay to do macro influencers for
conversion campaigns, depending on how much of a
product and audience fit, we have an influencer. Professionalism is
another advantage of macro influences
where they have probably worked with a
lot of brands and they have steam line, the
collaboration process. So it's gonna be
easier for you to work with a macro influence. Credibility compared
to micro influencers, it might be slightly
less scatterplot. However, if that account
is specialized into one or two domains,
and they've been, they've been building
their own brand and shed off audience
in the market, in the industry that's
going to come off as a very successful
macro influence or partnership engagement rates. I will be careful
you're looking at engagement rates of the
influencers before I onboard them because
some macro inferences tend to have low
engagement rates. Costs are gonna be
high. To be honest. Micro influencers, you are paying for what you're getting. You're getting a lot of people. You are also having a sweet
spot where you can still do converging
campaigns which are very hard to do from
mega influencers. You are definitely going to be a high fees for
the collaboration. Here are some examples
from Instagram. So these have 579
thousand followers. And on the right we have
304 thousand followers. These are the kinds of
people who are looking at. We are discussing
macro influences. On the right, you
see that she isn't to make up around issues, vacation, content
creators, skincare junkie. So you know, what
kind of collaboration is the influence or would do? You would usually have
a website or e-mail ID all the way to reach out
to them in the biome itself. Of course, we'll
discuss the arteries, which can be done from a
lot of different channels. You can use influence or
outreach tools or email or DM on whichever channel their own and be able to have a conversation
with the influence. Finally, we have the
mega influencers who have more than a million
followers on social media. Best pig for mass brand of ns, not looking at any of the other goals at the
marketing funnel here. Potential your professionalism. And once you have
omega influenza, a celebrity onboard,
you had exclusive 3D. You have the credibility that
you need for your brand. They do not have a one-to-one relationship with the followers,
have higher costs. Because also, of course, the cost is related to
the number of followers, but also they have a
bigger reputation. If some things go wrong, which by the way, if
things do go wrong, influencer marketing, I'm gonna share some influencer
marketing fields as valid, which are really fun but can
be avoided completely by using this course and all the learnings that you'll
have from this course. You'd have created your influencer marketing
strategy already. Based on all the questions that I've explained
in module two, you're much less likely
to have those risks. But if something's gone wrong
with the mega influence, it's going to be high risk because a lot of people
are seeing that. Now when you sponsor content
from omega influenza, it may not be completely
trustworthy by their audience
because these people are promoting a lot of
products and services. Here are few examples of non Hollywood celebrities who still have mega influence a
followership. So we have Mr. Beast on YouTube, Addison
on Tiktok on the right. And then below we have
salt Bay and Lilly Singh, who are also influences
on Instagram and YouTube. So those are some of the
examples that you see. You're eighty eight million, eighty eight million, forty
one million, ten million. These are kinds of numbers
that you're looking at to identify mega influences. That covers the four different
categories of influences. Indeed, they're using
all of this information, all of these pros and cons about each inferences
that we discussed, you'll be able to make an
informed decision about who is the best influencer
for your campaign. That's all for this lesson and I'll see you
in the next one.
9. M3L2. Shortlisting Influencers Using 'True Reach': Hey everyone, Welcome back. In the previous lesson, we learned what are the four different kinds of influencers that you
can collaborate with? The characteristics
of each influence a type to help you make a decision about
the best influence of freight for your campaign. This lesson we are going
to discuss true reach, not true reach is the most
important concept when you actually have the influencer
profile in front of you. And you want to decide
whether you should onboard that specific influencer
for your campaign are not in the previous lesson, but with what you've learned
in the previous lesson, you'll be able to find
the type of influencer. In this lesson, you're going
to learn how to identify that specific person or that specific
profile to pick for your campaign as human that
you now have a dive in mind. Let's say you're going for micro influencers and you
have ten micro influencers, you'll have to pick, let's say
two or three of those ten, or you have a 100
micro influencers and you want to pick
ten or 20 of those. Whatever the case may be, you need to have one process, one key metric that
you're looking at to pick the influencer's followers
are great engagement rates. A great engagement rates could be a little
bit up or down. Followers could be a
little bit up or down. Well, what's most important in my experience and me working
with a lot of plants, a lot of influence and marketing
campaigns is true reach. Now this is accepted
by the influence of marketing industry and all
digital market ears to be the most important criteria for identifying and selecting an
influence of your campaign. To reach is not just a number. It's a quality that you can find about the audience
that the influenza has. Let's get the definition
for us to reach is the exact share off the audience
that you wish to reach. It can be identified
by looking at a combination of different
criteria such as age, country location,
topics of interest, gender, so on and so forth. What, what we mean here
is that if the influenza, Let's say it has 20
thousand followers, what kind of influences this? This is a micro
influencer, for example. Now of these training
thousand followers, do you want to reach those
20 thousand followers? Do you want to
reach every person in that range, 1000 followers? Maybe not. What do
you really want is people who are of
a specific age, country location, topic
of interest, gender. Let's say if you are
a skincare brand when you have
products for women. However, that
particular influence, it has only 10% of
their followers as lemon and 90% of their
followers as men. Your true reach is only
10% of their followers. If you are calculating
the reach of the infants, if they influence it as u, this is my reach. It's not as important for
you as the true reach, which is what you
truly want to reach. In simple words, you
truly want to teach only those people of the
influencers audience. I'm going to show
that to you with an example to make things clear. I've picked up an
influencer profile. You can, this is a real
influence, a profile. On Instagram, this
particular influenza has 121 thousand followers and engagement rate of
5.6%, which is great. We have good numbers,
they're on YouTube. She has 13 thousand subscribers within engagement rate of 0.82%, Totally view 7 million, which is great, and 17 videos. It's important on YouTube,
look at if there's only one outlier video
which has all of the views, and then the rest
of the 16 videos have a hundred and
two hundred views. That may be a bit of
a risky collaboration because the new video that you post in
collaboration may only get a 100 or 200 views. So that's another important
thing to look at. However, on tiktok, she has
a million followers with the zero-point seventy two
percent engagement rate. Overall, Let's say I pick this
influencer for Instagram. I say 5.6121% thousand,
That's great. I wanted to collaborate with
this person on Instagram. Then I break down
the information about this influencer
from Instagram. Here you see we have
the definition, the audience breakout by ages, countries, reachability,
genders, languages. All I'm going to focus on here is the demographics are ages, countries, genders,
and languages. Let's say if my campaign, but the audience that
the perfect audience, target audience for my
campaign is a medic, is US female English, 25 to 34. That's clearly a great
fit with this influencer. So we have 25 to 3447% of that
influencers following us, 26% female, 84%, which is
great English-speaking, 80%. However, if my campaign
was focused on Spanish speaking males aged 40 to 50 years old from Brazil, for example, this may not be the best influence it because
only 4% of her followers, a Spanish-speaking 16% male, 20%, 35 to 50 plus. And we don't even know how
many followers from Brazil. The true, the true reach for my audience in that case
would have been very low. But in this case, if I'm
actually going to reach out to English-speaking US females
in the age group of 25 to 34. Then to reach it's
gonna be pretty high. It's going to make up
a majority segment of the influencers audience. And hence, I'd be okay to go ahead with the collaboration
with this influencer. That's what true reach is, is a combination of all of these parameters so that
you can map your audience, your target audience
for your campaign, with the influencers audience. So you have a hydro reach, it's a good fit. You can select that influencer. If you have a lot to reach. It's not a good fit and you
will skip that influencer. That's how usually we would go about selecting
an influencer. Now how do you get this data? As of course, one way is that a lot of
influencers would have media kits or information gets
that they would send when you start having a
conversation with them. And that's where we're going
to go into the next module. Having how to onboard and have a conversation
with influences. But there you would be able
to see this DDL in this case, the client that I was executing this influencer
marketing campaign for. As a part of my
business, my agency, we were using creator, which is influencer
marketing tool where we got this information for our, for that influenza from it. So it's important, really
important to identify this, to be able to understand
the truth each, and then make a decision about
selecting an influencer. I hope that gives you a lot of insight about how to pick and choose a specific profile for your influencer
marketing campaign. I'll see you in the next lesson.
10. M4L1. The Perfect Influencer Outreach Pitch: Hello everyone, welcome to the fourth module of the complete influencer
marketing course. In this module, we are
going to discuss how to engage and onboard influence. In the previous module,
you've seen how to find an item to find friends is how to select the right size of your
influencer campaign. And also how to select an influencer profile
based on the true reach. That makes it very simple for
you because I've told you the main credit you get
that you should focus on. Now we're going to
discuss how you actually outreach
to an influenza. And then how do you
finalize the payments and the logistics and the
contracts with the influenza? So I'm going to break
it into two lessons. In this lesson we're
going to discuss first the outreach and the next lesson we're going to the payment
and the contracts. So let's start with
the outreach first. First step is to
plan your outreach. How will you reach out, what channel and when
will you reach out? When we started the
arteries process? When we do computer research, identify identification
of profiles, short listing of
influenza profiles, and then when will
you start the artery? Would you agree on
multiple channels on a singleton
only be using DMs. Maybe not need to manage your
process better and manage your team met already be okay to spend it out
at different times. Would you also be
doing email messages, phone calls if required, would you be doing
multiple January outreach or single-channel knowledge? What are you looking for in the influencers are from the influencers when
you're doing the outreach. What can you offer them when
you are doing the outreach? That sort of summarizes
what you need to know before you actually
arteries the influencer. Once you're ready with that, you will actually
write your pitch where you're going to include
details about three things. These are very important in
the blind, the campaign, and the benefits
for the influencer. In order for them to
participate with your campaign. Let's look at those three
a little bit more indeed. With the band. Now this has given you actually introduce the plan
to the influencer. Also the product or service. If you're promoting
a specific product or service in that campaign, you might have to put in
a few lines of content. I'll show you a
sample budget a bit. Just to say, this is the brand, this is what we
are working on and this is what we are
collaborating on. And this is by Vc that it's
a fit with your profile. Now, initially when
you introduced the brand or product or
service before that, just make a note of talking a little bit
about them and what you like about their
profile before you just start writing huge
notes about your brand and your product and your
ISO is make it about them in the first opening
statement before you start introducing your
brand product or service. Once you have done that, move on to the campaign brief. So that's the second
part of your page of your outreach condensation of an outreach email or DM
or message or whatever. This is where you
will have short, brief about your campaign. Now in most influencer marketing
campaigns and execute, I like to have just
two statements of content in the brief, but then I would attach a presentation which hasn't
complete brief counseling. Most of those questions
that we discussed in the second module where we learned how to create an
influencer marketing strategy, I would only skip the
details that they do not need to see which it's
only internal for my business, for my brand or for my clients. I would pick lots of information from what do you do
and put it on in presentation in a blended format for my specific plane which
are suited to my client. So if you have, if you're doing it
for your brand or if you're doing it for
clients in any case, make a presentation format
which has a campaign, which lists all of the
things that you need. Who is the audience,
What's the content? What's the brand wants, the product or service? What are you looking at
another time in lines? What are the logistics? I'm going to shift the products. What products are
you going to ship? How many parents are you
going to share all of those details that go
into Gambia in brief? Then finally, the third part
of the arteries page is gonna be the benefits
of the collaboration. This is what it is in
it for the influencer. You're making a BPMN. Are you exchanging a
product collaboration? You can say exchange,
make it clear that we are just doing product exchange
can happen in patients. Influencers who charged
an upfront fee, ignore your e-mail or just
applying saying that, hey, we charge a fee
and you will know that they're not fit
for your gambit. The benefits, highlighting the benefits has advantages for both you and the
influencer in that sense. Including a detailed
Campaign Brief as an attachment
to the e-mail is something that I've found really useful or it has a
link with the DMZ. If I'm sending a DM
to an influence, I would usually just
have a link there. If I'm sending an
email to influence, I would suggest
having an attachment to the detailed brief oral link. If you have limited
Google Slides or the PDF, you can just
put in a link there. Here's a sample outreach email and we're going to just
read it together to see what if all the elements
have been covered here. Do not hire blanket. Hope you are valid. Looks like you've been
calling a lot lately. How did you see that? The first statement
is about them. Also shows that the person knee high in this case has been falling bankrupt for the wind or knows that he's
been golfing daily. It goes on to say
We have been loving your golf cart played
as to not that shows that the depth of the follower ship that
she's actually done. Our research is looking to Lincoln's profile and loves
the playlist as well. I look forward to them
every week now that's what we are showing that I've been in touch with you for a while. I've been doing my research. I've been there, do
profile for the way. It's not that I am just
coming out of the boot. Then it goes about
introducing the person. My name is knee high
and I wanted to reach out because I'm working on a campaign for one of my
energy beverage plants. Now you're introducing
the brand and we felt like you might be a
great fit for the brand. Now you've introduced the brand, you've introduced yourself. After speaking a bit about them. Then you go on to say, we're
in the midst of finalizing a partnership with the brand colors galaxy that will
run from now until October. And the videos you post with
your friends and Tiktok, exactly the type of content
you're looking for. Now you see this is a
beautiful campaign brief because they have actually defined It's going to be videos, the Content-Type
define the channel and it's gonna be tiktok. And the type of content is the kind of content that
you posted your friends. That's the kind of
content that we need. So this is a
beautiful definition. It's also put the duration that the campaign is going to
run now until October. So it's a long duration
campaign is going to start now and it's going to run into
a doctor because there's a lot of time to
collaborate here, but also a deadline that we need to collaborate
because of October, the company is going to end. The videos you post. The videos is the content-type, the chat realistic dog. The type of the content examples is the kind of videos
that you posted. Your friend is also indirectly saying that your
friends would be involved in a collaboration. That's like two statements
of campaign brief, like I mentioned before, the beautifully describes
what the Gambia, exactly what you need from the infinite says If
you're interested, let me know we can scale the time to have a
quick chat about the P delta naught for I'm sure
you loved the beverage. You haven't heard of flavors
that you can try out. It gives a sort of a hint that we are going to
send you a lot of beverages. It doesn't say if we are
going to pay you or not. And that's good in this
case because maybe now wants to keep
it something for the column because
she's asking for a code and maybe it's
something which has probably confidential
or something that her brand or client
has told her not to disclose in an e-mail
if they have of experimental not beautiful mural saying you're gonna get a lot of beverages, different flavors. But there could be more. More details about the offer. Please have a chat with me. Let's get to the tank. I've also had asked again, being brief with dismissed. So she's also go ahead
and attach to caffeine. Exactly coming the brand, the Gambian, and the benefits
of the collaboration. The page, this is sort of a
beautiful outreach email. You can feel free
to copy this email and adjusted for your outreach. But this is sort of something that covers all the
elements that I would look for in
an outreach email. You could also do DM
versions of this. You can have a chat. Good
Hope you're doing well. It looks like you've
been a lot lately loved having your plane is
made for the response. Have a quick introduction
about yourself and then talk about the
plan and something similar in terms of content, but it becomes more
of a conversation. The first Congress,
first chat, of course, you're going to talk about dams to have the curiosity coming in. I've also seen examples
where you could just send the entire
thing as a DM. And that also looks
pretty bad in case you're not already having a conversation
with the person. So that's how you would
outreach an influencer. Influencer marketing tools as well that you can use betting, you can put all of this
information again, send it to them to a two. That's the artery spot. In the next lesson
we're going to see the payments and the contracts
pot with the influences.
11. M4L2. Influencer Payments, Negotiations and Contracts: Hello everyone, Welcome to
the second lesson of module. For this lesson, we're going to discuss the payments and
contracts with influencers. First off, you need to decide the form of payment
that you wanted to engage or collaborate
with the influencer on. Usually I've seen bands we're going to flat fever and you say, alright, This is $5,000.10, $100 in exchange for cmake, XYZ coordinate and finance
product exchange rate. And you would say,
I'm sending you all of these products
that the brand has. I love your review or your
thoughts of the products. You could share it in a video automotive Instagram
story in a posterior, followers on Tiktok,
on Snapchat, The Blob or so forth. Commission. So I'm sending you these products
and here's a link, sort of like an affiliate link. When you share that
link on your blog, on in the description
of your YouTube video. All the sales that happened
through that link, you're gonna get a percentage
of the sale amount to your paid to you better your PayPal or your bank
account or wherever. They could also be a
combination of this. So very often you would see a flat fee and lot of
products S2 it influence. You could also see products and commissions which
works really well. Of course you're going
to have all of them. So you could pay the
influence out front, send the products
for them to review, and give an affiliate link for them to post to
get decorating sales, which also motivates
them to keep posting even after the
fixed deliverables have ended if they get sales. So for instance,
you say post three times in the next week and that's all we need from you,
That's the deliverable. But this ECL is coming in and then you say your link
is still active so you can keep posting if you
want to keep posting to get sales and you keep getting them to commission
is going forward. You've only paid for
the deliverables once, but now you're getting
basically free content, but in exchange of giving them commissions and not a fixed. Those are different
models that you can decide to work on. There are some tips that I have for negotiating
with influencers. Usually when I'm negotiating
with influencers, typically it's hard and
beyond a certain point, you can negotiate
on the price point. And if you do, you
might see that the influencers are either
posting your continent at the second best time
or the second best day of the week because they have other brands who are
paying them better, the new, rather than negotiating too much on the price
that they typically were charged other brands
you want to be at par with the other brands and what the other brands
that being the influence. So just so that you
have the same level of importance in their
content calendars. But other than that, you could
just negotiate by asking additional content or one
extra vehicle of promotion. If you're doing
whitelisting campaigns when you were
saying we will take hold of your radical
and then we will spend support from
your ad account. You can extend the duration
of the list and campaigns. So those are different ways to negotiate with influencers, but without having
to reduce the cost, the fee that they charge. You can also, in some cases, increase the commission amount
that you pay influences. I would usually I
weren't doing that unless the size of the
influences different usually be an influencer the same
commission that I'm paying other influences because influencers haven't
closed network, they have good communication
with each other. And usually the discount codes would also have the numbers. So let's say for example, if
you are collaborating with Jessica and we create a code
Jessica 15 and get 15% off. Of course, Jessica is going to post one or social profiles that you get 15% off from my
code, Jessica. Jessica 15. Gonna be obvious what percentage discount people are getting. And also with that percentage, the influenza can
sort of guess if this is the discount is
gonna be the commission. So both those things, how much discount with
their followers get and how much commission will
there yet I'm going to keep, usually bought them the
same for all influencers. So if I'm getting 15% off
for Jessica as follows, I will also give 15% off
for Kim's followers. If I'm giving 15%
commission to Jessica, I would also get 15%
commission to Kim. Usually keep those things
same because the influencers, influencers, they could be
communicating with each other. The follower side
is always public, so there'll be able to see
how much discriminate. Of course, don't have to give a discount to
their audience, but in case you doing that, try to keep it similar for
different influencers. Finally, you want to put
the contract together. You don't want to mess
around with this tab. This is really important. You won't believe how
many inferences good. Sort of take the
products and take very long to make content or sometimes not even made
content knowledge. It's the industry is getting
professionalized at our influenza counsels being set
up in almost all countries. For short, I know
that the US, the UK, and India have
influenza concerts. China of course, has a lot of control over the influences
and what they do. But you need to
have a contract in place with the brand
and the influencer. So this is important. What are the five key things
to include in your contract? That's where all of
this now, the content. What are the requirements
for your content? How many posts, videos, purchasers, whatever
do you need? How often do you
want them to pause? You want them to
post three times a week, four times a week. For how many weeks and value on the post them Do
you wanted to pose them? Igv is Tik Tok and IG stories, or is it more like a
YouTube in a blog team? Put all of that together
about the campaign, the timing, when do
you want to post them? How long we'll be
working with you. So after that duration, you may not be able to run more sponsored ads
or distinct Gambian. Somebody mentioned all of that because an influencer
might just come back and see my content calendar is full for the next three months and
then you don't know where to put all of that in place. The genuine
inferences, of course, I'm not saying that they
don't want to pause, but at the same time,
they might really be busy in some shoots
are some shows, there are some travelers. So in order to keep
that in the contract, to make sure that your
content goes out. The fire can be an
actually ends up. In some cases we wanted
to see him brands who do not have a contract and the content actually
goes at once, the campaign has
already finished. So you don't want to be in
that situation exclusivity. You want to put all of
those terms and players. If the influencer can work
with competing brands or not. This is daily good for
magnetic influence I was too. It's really applicable
in that case. Also for macro influencers, in some cases,
amplification terms of paper motion of the content. Are you going to be promoting paid content from their
account or your account? Can you promote paid
content? Yes or no. Sometimes influence of charge, slightly extra if
you're promoting paid content from the account, or even if you promoting
the content that they have created
from your account. Those are the terms that
you wanted to finalize. And finally, the usage
rights of the content. Can you actually
pick those Instagram pictures that they've posted? They will probably
build the email it to you in high-quality. Would you be able to use
them on your website? Would you be able
to post them on your social media
channels with or without giving credit
to the influencer. All of those things
needs to be put in on your contract with
the inferences this has to be signed and then your onboarding influenza
process will be complete. That's all for this module. Make sure that you're assigned your contracts before you
move on to the next thing, the next module, we're
gonna see how to execute influence
marketing campaigns. We see the different content
collaboration types. We'll also see different
examples from the industry is from the influencer marketing space
of influencer marketing. Campaigns that have been
successful and also campaigns that have failed so that we can learn what not to do for influence
marketing campaigns. So I'll see you in
the next module.
12. M5L1. How to Execute Influencer Marketing Campaigns (With Examples): Hello everyone, Welcome back to the influencer
marketing course, and we are now in module
five where we are going to discuss how to execute
influencer marketing campaigns. In the previous modules, we learned about the influence
of marketing landscape. We learned about how to build an influencer
marketing strategy, how to find and
identify influencers. Then finally, how to onboard
influencers and engage in, for instance, say a campaign. In this module, you're going
to focus on the key elements of executing an influencer
marketing campaign. Execution, the core fundamental
of all of execution, not just an
influencer marketing, but in any sort of
marketing is content. So content is king. That's the core fundamental that we would have been
two in this lesson, we're gonna look at
the content side off the execution of influencer
marketing campaigns. All you have to do is build a foundation with
great content and dance. That should be your core focus
of execution around that. You know, there are
different tips that I shared with you
throughout this module, how to execute campaigns better, how to avoid any of the influencer marketing
campaign fails. Due to which many of the influencer
marketing campaigns in the past have not
been successful. But it all starts
with great content. Focus on creating great
collaborative content first, and then move to the
rest of the details. Now, the term here, collaborative content
is so important with influencer marketing because
you are not creating content yourself just for
your own brand and for your, for your own audience, but you're creating content
for you as well as for the persona of your influencer that fits both of
the brands together, that fits part of the
audiences together. And hopefully there's
a huge overlap between these audiences in
terms of the persona. The content that you
create should come from a perspective
of a collaboration that has happened between
you and the influencer and should not look like
just influencing using, being used as a medium to deliver the content
that you would create from your banned cigarette
average is suppose that content by using your own brand, why would you need to
collaborate with the influenza? So I'm also gonna
show you a video, a few examples of
collaborative content to help you understand what
it could look like. But this is rarely topic
open to creativity, subjective to what
works for your brand. That being said, there are a few characteristics which are common in all kinds
of great content. And those are, the content
has been catching, it has to be engaging, it has to be attempted. This is even more
important today than it was before or
after the pandemic. People are not able
to relate that well, to filter the high life, high-flying lifestyle
posts of influences, they now want authentic
and original and natural content coming influences
and from brands. Because they should
be able to relate to the content the way that
they are living life today. Tend to city is key going forward and will be the core
team of content creation. Relevant content which is
relevant to the audience, and also do the time that you are executing
this campaign. Relatable content, like I said, attend to cities adding value because it's
relatable to the people. So anything which is
relatable to the audience, potentially while you continue, you need a potentially
vitality in the content in order to reach outside of your own
circle of influence. And we are going to discuss the three circles have
conjugate, reach. The next slide. Not to promotional
and should not be that the influencer is saying, all right, this
is bottlenecks by their product and go
to the next post. So essentially, it should
not be directly promotional. There could be elements of
promotion in the content. Fried with the brand
and the influences. It's important to
have a fit in both. Parents are influencers
themselves on a brand. Think of dead brand voice and dad brand tone and how they
speak to their audience. It should be fitting not
just with the Alt button, but with the
influencer that those are some of the teams to think around when you ideate content. Is it catchy? Is it engaging people like to
interact with this content? Is this the kind of
people who would like to comment on or share or talk about is this
content that people would like to be
able to relate, to. Be able to find it attempting
and relevant to them, as well as the times when
you random this campaign. Could it go viral? Which means that would people
outside of this audience, probably in the
same personality a bit outside as value
will be able to also share the
content with being dressed it and also
sharing that content. Does it sound to
promotional months you've had to come to peace. Look at it yourself and see
if it sounds too promotional. Don't down on the
copy a little bit. Is it a fit with the
brand if I would post this content known
as the influenza, but as the brand, that's
one test that you can do, would it still relate
to the audience? Because eventually
you are going to shed our repo is the content
that influences greatly sometimes brand go
too overboard and think about content which is only
relatable to the influencer. And then it comes back and
it's posted on their own feed. It doesn't really go well with everything else that
they've been talking about. So those are some of
the questions to ask yourself around the piece of content that you're
going to create. Now, coming to the concept
of the third server. So great content along
with a welder left-sided, you should be able to reach the third circle of influence. Now if you don't have air
with the three circles, let's look into that a bit. So that a three circles of content beach image that have picked from Content
Marketing Institute. However, I'm going to just
describe this briefly. The first circle is basically all your
fans and followers. So these are people who
directly follow your page or your profile.
Facebook and Instagram. That's your first circle. Think of it as an individual. If you have family and friends, that's
your first circuit. The second circle is the
connection of those people. If my brand is followed by you, you follow my brand and
then your friends and family can see how you
are engaging with me. Or if you're sharing
some content from my page that able to see it. So that's the second circuit. So they're not directly
liking my page at the moment. However, if you are
engaging with my content, then it would show their
feeds on it has the potential to teach their
feeds his eyes as well. Finally, the third circle is these connections
off your second circle. So you're going to
be the third level. These are really the
most valuable people. Now this is, in general the teaser
piece of content reach. When you apply this to
influencer marketing, you see the potential
just multiplies. Because now there are
2 first circles that you can do to your
brand's first circle. And then the influencers
verso, good. Then you have your
brand second circle, and then the influencers
second circuit. And then you have
the Third Circuit of both your brand and also
third circle of influence. And you see how much
potential we have to multiply the reach that we can get from
influencer marketing, which is why it's important to ensure that your content
could potentially be widened content if you're able to teach
the Altoid circle and influences third circle, just the power of that. Now I can imagine collaborating with a
lot of influencers. Every influencer having
their first circular read, second circular region,
secular for each. This is the real beauty of influencer marketing
and the impact that you have on the second circle, on the third circuit
is gonna be still much higher than the
impact that you would have on cold audiences that
you target from Facebook ads. So understanding this concept
of circles is going to help your content marketing strategy
because I'm giving you an insight into how powerful influencer
marketing it can be. That said, let's see some examples of
collaborative content. And I've sort of pick
one example from one team and there are different teams of
content that you can, you can think on those lines. The first team is using influencers to create
educational content. Now in this case, we are
putting influencers as sort of trainers or as sort of the, the ones giving the education
out to the audience. Because they are going to be more impactful as someone
who's getting tips, are there guys
because they already influences in that
particular domain. So in this example, we have pets line, which is a bad product brand, who collaborated with adult, who's a YouTuber and created a series of public
training videos. Now, this could be applied to basically any industry or
any domain that you're in. The idea is to not just have influences posted about product, rather than that you actually
onboard the influence or as a trainer, create
a collaborative. See them, you see how the collaborative aspect of
content that's coming out. In this example, you
also see how the potential vitality of content that's coming out
in this example, because a training video, it's an education video. Why again, the second
circle non-shared. Why can it not
reached the third? So I can ignore it reached
the time signal of the brand, of the influencer. Likely as you have 2.7
million YouTube views, 42 thousand clicks on
the puppy playlist. Sort of created appears
with different videos of four puppet training and 465 thousand views of behind the scenes
footage of the training. Now this is more like the cooling forensic
collaborative content and then the educational sites. So there's sort of mixed
it together daily value with also doing behind
the scenes footage. This is a very good example
of how you could get. I'm going to two-thirds
had been and also potential
vitality beyond that. The masses by collaborating
with influencers as trainers. That's a great example of
collaborative content. So on this team, think of
this team for your business, for your startup,
for your brand. How could you, even if
you're not an education, abandoned be education
ecosystem in the sea, you could still have
training videos on whatever industry you are in, whatever topics your
business deals read, and then have, those go
out on social media. Even Pet Smart is eventually
a bad products brand and not educational brand about
puppy training and such. So that's one team to think of when it comes to
collaborative content. Here's another great example. So the slow-mo guys, if you
haven't seen them on YouTube, they have amazing
YouTube videos that show very slow motion videos of any of simple things that you would
do on a day-to-day basis. How would the ink
spread in slow motion? How would a ball balance in
slow motion and so forth. Now this collaboration is
actually with General Electric and General Electric country. Everyone has heard of
General Electric invited them to the lab to show a new fluid that
they'd been working on so that they can
make slow more videos. And gate gave them like
lab coats and stuff. Pretty good collaboration
node or they themselves have 40
million followers. This video has, you've
seen the screenshot, it has 14 million YouTube views. 145 thousand bucks,
6300, and more comments. So these numbers will
keep increasing. Of course, you can check out the video to see what
the numbers are. But again, the main thing that we want to point out here
is the team of the content, which is to show behind the
scenes of how things work. For a company like
General Electric. This makes a lot of
sense to actually invite people into the lab. Not a lot of big
companies are doing that. And collaborative ness of the content that's
coming out because, because the slow-mo guys
are there in the video, etc, they're wearing
black codes. It's a beautiful sync between General Electric
and influencers. That's the collaborative
aspect of it. And they are the
ones who are making the slow-mo videos and stuff. Then be vitality aspect, showing simple things
like this in slow motion. An even more complex
concepts like this in a simple way is definitely something
that's very catchy, that can get attention
and is not limited to, let's say, the first circle
of influence or the second. If you're limiting
your content just by the virtue of the content
itself to the first circle. And what I mean by
this is, for example, if you're talking about a
specific product for two of a specific audience and then collaborating with the slow-mo guys will have a huge audience, are very broad audience. Clearly, omega influencers
you've already identified. That's not going to
really work hard because you are looking at
potentially value content. But the topic of the goal of the video itself is
limited to the first, because the Second
Circuit who doesn't have that specific product cannot
really use that content. So keeping the the topic of the content a bit more January when you're collaborating
with Mega influences. Another takeaway that
you can get here, but showing behind the scenes is another team of create
collaborative contact. An example is this is something that you've
probably seen before. So an Instagram or
any social channel, you could take
influencer content and turn it into a contest. This is a gateway
to get attention, but also reach out to the
circles of influence. Because now you
could have people participating in the
contest and then people inviting other people to participate in the contest. That goes on to reach the
toilet circle of influence. You could also have, you know, people having to post on their profile with
certain hashtags are mentioned as criteria for
participating in the Canvas, as a process of participating
in the contest, thereby also reaching the
particular of influence. In this case, of
course, you're also showing the celebrity there. You have the collaborative
aspect of it, you have the catchy
aspects of it. You have the vitality aspect of it because it's a contest. Those are some, another grade. That's another great
example that you could use influence a collaboration. It could be a simple
post and then turn it into a contest. Finally, there's one
more example here. There you could actually
go a step further and create a custom line of
products with the influencer. Now in this case, this is a collaboration between
Nickelodeon, Walmart, and many interior
designers on Instagram. Then they would
have stylet rise, room decor ideas, exclusive
language, the course. So a few key indeed, the designers that
you've launched, products customized
by those designers, which could eventually
be blocked from Walmart. And the hashtag
use here was given and do it just in case you guys haven't
guessed it already. I Teenage Mutant Ninja Turtles. That's basically like, that's
basically a creatively off, not just collaborating with influencers in terms of content, but also in terms
of product design. So you're literally designing a product along with
the influencer. That's one way to
think about it. If you let say, a fashion
brand and you have an order of fashion influencers. And some of them are
also fashion designers. You could actually come up
with a line of products. They may actually may not
be fashion designers, but have enough creative ideas. Something that they would
also like to promote to the audience without much of an incentive because it's
actually a deadline of product. You wouldn't have to do any
dynamic post three times a week or post ten times
a month and so forth. Because the motivation
just comes by the fact that this is their
line of product, creating a customer
and of products. And of course you
could have varieties, commissions and so forth. Now with the influenza
isn't a great way of creating
collaborative contact. In fact, we can create a lot of collaborative content
just from that one, collaboration that you do
with that line of products. Those are some of the examples, some of the ways in
which you can create different kinds of collaborative content
with influencers. And in the next lesson we're going to look at
different approaches and different methods in
which you can actually execute the influence
of collaboration's. I'll see you in the next one. Thank you.
13. M5L2. The Different Approaches to Influencer Campaigns: Hello everyone, Welcome
back to module five. And in this lesson, lesson two, we're going to look at
the different approaches to influence a collaboration. Now in the previous lesson, we looked at the different
collaborative content types are examples that
you can create. An approaches are
essentially more strategic to your
campaign as to how you would like to drive
the desires that you want in actual execution
of the campaign. And when I show you
these examples, you'll get a clear
idea of what are the different ways that
you could do this. One way of thinking about influencer marketing is
that I'm just going to go, Meghan, I'm gonna pick one
mega or celebrity influence. I'm gonna get on
my brand awareness and reach from that influencer. However, as we have
seen in the module, where we learned how to find
an item to find influencers. Influencers and what you tweet, we have seen that there are different sides of influencers and each influenza is a
fit for a different goal. If you are looking at
getting a huge audience, but your goal, however, is to promote more
engagement and transactions. You might be better
off instead of mega, our celebrity influencers doing nano and micro influences. But doing many Matt nano
and micro influencers just to expand the audience. As you see, this is just
a different approach that you can take to
achieve your goals. And then at different approaches that can work for
achieving the same goal. It's just about what you feel
for your brand and the kind of influences that you
have access to what you feel is going
to work the best. That's why strategy
also requires analytics where you can see if that pretty good approach
worked well or not. If yes, you could execute similar campaigns in
the future for your brand. If not, you can go back, adjust and come up with
a different approach. This is one way that you
could achieve this goal. So in this example where
we are, for example, had multiple nano and micro
influencers in the UK, around 2 thousand new KBS
women age twenty two, twenty two fifty five in a
duration of three months. So that was their
campaign duration. Collaborating with 2 thousand
influences in three months. You could have imagined
that outreach process for 2 thousand influenzas would have been started much before
those three months period. But this is the definition
of gambling execution. They also followed
across another approach. They went on Snapchat, Facebook, instagram, Pinterest,
Twitter, YouTube. Now, this approach very
clearly shows that what they're looking for
is expanding the reach. Not just across influencers
and then audience, audiences, but also
across channels. They're looking
forward to add up and multiply the reach
that they can get. In this case, the
product that they were promoting is the masks. And the standards of
the clear mask rose 51% after these
influences promoter and everyday influencers in
this particular news article, because they are nano
and micro influencers, they could update it with. As a result of 500, more than 500 stories posted on Snapchat across different
influencer profiles. 741 thousand customers reached 5800 pieces of content created and product
sales increased by 51%. The approach
takeaway here is use multiple nano and micro
influences cross-channel. This amplifies the word of mouth aspect of your
product marketing. Now on the other side, we're gonna look at another
approach where you could actually generate
massive results from a single mega influence. And like I said
earlier, you could just choose one huge influenza. In this case, it fits really well with the
brand and product, glad that they were looking for. So we're looking at energy collaborating with
unbox therapy. If you haven't seen unbox
therapy, go check it out. It's a great YouTube channel where they showed
different products. Unboxing tech products. Nz decided to
collaborate and run multiple response at both
through whitelisting campaigns. We are unbox therapy. So not just looking at the
YouTube video out because that itself is a great
collaborative content. Because unbox standard B has 80 million or more subscribers. In this video, as you see, it says has over
9 million views. And it could be
much higher by now. But essentially millions of
views on multiple videos. Multi-channel approach
because unbox tend to be, has presence across
social challenge and not just on YouTube, but they will also post pictures on Instagram
and so forth. So this is another approach to collaborating with
influences where you say, I'm going to just pick
one huge mega influencer and generate massive
results from this one. Very contrasting to
something that we saw before where we had multiple
nano and micro influencers. And you'll see how this directly leads to an
improvement in sales. This was a campaign where
they're needed transactions. Here you're looking at algae ring unboxing
you're creating of MS. You are reaching people
that this is a new product. So it's not necessarily like this is LG Wing
get the lingual by now, get so much off
and I'm gonna get so much commissions like the affiliate sort
of thing here. Reach of course, it's
going to also drive sales. But this is the kind of
approach that you would use when you want to
generate mass of n S. Then let's see another
approach that you can actually make influences part of the product design process. It discussed something
like this in the content
collaboration examples. However, in that example, it was driven more for
Instagram content. Different designers showing
how they use that product, but also some interior
designers who had in creating custom
line of products. In this case, nicely messages. Motor brand, fun, three local influencers from the UK, Netherlands,
and Germany. So those would be the
target markets for them, for the promotion of
this particular line. The influencers
design five pieces, each for the connection
released by lipids. So they actually had then designed five pieces
in the collection. Now you see how this would feed for the
influencers to promote this kind of quantum, which is actually
designed by them. Be much more
motivated to do that. The audiences of the inferences to be very excited to
try those products. And then of course, people who generally look
at the brand in a different light in that they have actually
influence hasn't happened. Create pieces from
the collection. 4 million or more impressions, 6% engagement rate across 183 points pieces of content
created by influencers. So that's another approach where you actually on-boarding, for instance, in the product
design process, etc. But this is a cool approach. There is another approach
which isn't ready popular, but I just wanted
to put it out in case you wanted to try
it for your brand. This is a cool idea which I
had for one of my clients, so we are going to
try it as well. Launch a collectible NFT in partnership with
an influencer. You might see celebrities
launching that NFT is. You might also see different. Generally people
maintain an FTEs. But launching NF D in partnership in France that
is basically an influence. Influence, uh, understand, collectively launching their own collectible onto middle and NFV. And this isn't dressing
because a band launching an NFT on their own and influence launching an NFT on their own are already pretty, already potentially quite right, because people want to own
a piece of that influencer. Rarely own a piece
of that brand. But having that
collaborative impact on content is something that I'm
really excited to try out. I'm gonna do this by
one of my customers. And if you'd like the idea, go ahead and give it a shot for your business of
airplanes as well. Here's another different approach of
influencer marketing, and I wanted to include one
example which is not online. Phillips, for
example, would send internal influences are inside
the influencers as iconic. Now these are people who
work within your startup, the linear business, and
within your company. And they have their own sort
of circle of influence, however, when they would go out and actually
visit certain events. So for example, in this case
it's the next web event. Discuss how life is at Philips, how is the work at Philips? Also topics like AI in
healthcare in this case. The whole concept here is that you're promoting
working at Philips. Then flips is also able
to promote the industry. Updates. Also get the information, of course, from the event
which brands with two, so a lot of brands will anyway
send out to conferences. But in this case, you are
not just siloed information, but also sharing
your own influence, your own story with the
people you meet at the event. That's sort of a
cool offline way of doing influencer marketing
and a B2B scenario. So those are some of the
different approaches. Now these are not all the approaches to
influence marketing. You could do a lot more with influencer marketing as you've seen in the previous modules. Specifically what all
you can do with nano, micro and macro and
mega influencers. But these are some examples
to get your thinking, to get your brainstorming. I would like you
after this lesson to go back to the drawing
board and think of the different approaches
that you can use for collaborating with
influencers for your brand. Also do that for content. What are the different
collaborative content examples that you can delete two different approaches that would work best for you. Then come back to
the next lesson, lesson three of this module
where we're going to see why influencer
marketing campaigns sphere, and there's some really
funny influencer marketing, finance. And I'm going to share with you.
14. M5L3. Influencer Marketing Fails and What we can Learn from them (Common Mistakes): Hello everyone, Welcome
to the next lesson. In this lesson, I'm
going to show you why influencer marketing
campaigns failed and some of the fears that we can see from the positive
we can learn from to make sure that we have successful influencer
marketing campaigns. Let's get started. Here's
the first example, a morning sickness product promoted by game
on her Instagram without adhering to
the FDA guidelines. Which is basically that risks and the benefits
of products like these, it should be described in a balanced way on the
Instagram caption. Now, the key point to note
here is another brands and ignore and off the guidelines to follow when collaborating
with influencers, not depending on which
country you're in. You'll have different
guidelines. Document where you can see the different guidelines
of different countries. But whichever country
you just Google your country name, influencer
marketing guidelines. Or if your audience isn't
that particular countries, let's say even if you are into Europe and you're marketing
to an audience in the USA, you have to make sure that
you read the guidelines of both of both the countries to make sure that
everything is covered. So if you're promoting a
drug like this, for example, you have to make sure
that you've balanced the risks and benefits
of the products. You also need to
have declarations in many cases that you are
responsible in this content. Or if it's a sponsored post, you need to declare
that it's sponsored. You can use hashtags like
hashtag, sponsored hashtag, ad in order for people to differentiate between
sponsored content, non sponsored content. You can also use the
Instagram feature. For example, if you're doing the collaboration
on Instagram to showcase that this
content is sponsored. All in all, it's
very important to know what the guidelines are, what the regulations are, and to make sure that you
are complying the dose. And as you would guess, since this is a huge mega
celebrity influencer, the impact of not following such guidelines could
be fairly high. Regulatory action and so forth, legal action and so forth. But even if you are collaborating
with nano influencers, micro influencers do not
ignore the guidelines. Study the guidelines
that step one and step to make sure that you follow them in honor
of your influence. Marketing collaboration's. Next up, lack of
creative freedom. This is a funny one where
Scott had an influencer for booty that says fitness
products actually copy pasted the caption from the
company's instructions. The company would be like, in this case, here you
go at four PM EST. That's the time, right? The below caption. Keeping up with the Civil
War cartridge in with my morning boutique
protein shake. Now, he was supposed
to copy paste, of course, the copy
from the caption, but he could he would he also copy-pasted the instructions
before the caption? Now, the real problem here is
not that he copied pasted. Here you go out for which
is obviously a problem. But the real problem, the bigger problem that we can learn from, that we have to get creative
freedom to our influencers, to the people that we
are collaborating with because there's a reason why we are collaborating
with them. They are great content creators. They had been writing captions on their social media posts. Why do we suddenly need
to come in and say, This is exactly what
you need to write. Instead of that, if
you have gone to the campaign strategy module in detail, you remember that? I mentioned that makes sure that you give
a campaign brief, makes sure that you
give guidelines, make sure that you can, you can even tell keywords to include that you
wanted to promote. However, do not give them pre-written captions are
pre-written, post content. Let them have the
creative freedom to do things that happened
when is that they will be happy with
the collaboration influences enough to get
the creative freedom. And secondly, you will not
run into problems like this, but this is not the only example this has happened with
other collaborations. Explain some popular ones, of course, come in
front of the media. But a lot of small
collaborations that happen. Something like this,
would keep repeating. Again, an example
of lack of freedom. Freedom. This is, this is an influencer not going to
come in from India where a huge list of very big celebrities promoted
the campaign to launch GEO, which is like the biggest telecom service in
India at the moment. This is the same caption
which you see on the screen. Exactly the same caption
that everyone posted. Everyone tweeted on
Twitter, profiles. It's copy-pasted, the same
thing all over again. And then the audience sees this, something like this happen. It doesn't impress them at
all for obvious reasons, is the same caption and they had just distributed to
all the celebrities. We'll pay you x amount and
just post this caption. This is another example and
this sort of keeps repeating. In this case, you can
see the intention behind the campaign is to probably short the hashtag
celebrating Jiu. In this case, to show up in
the trending hashtags list. And an order of these campaigns
that we wanted to show the hashtag on the
trending hashtags less use this kind of strategy. So the important thing here is to share the hashtag if you do want that particular
hashtag returning. Let influences use the hashtag, but also let them
pick up the captions. Absolutely had them choose
the captions themselves, give them ideas for captions, give them keywords for captions. They don't rewrite the
captions for them. Basically don't write the
captions for the inferences. Let them write it, so
give creative freedom. Another one, probably you can just remember this
one from the image. This was a huge
disaster campaign by Betsy collaboration
with Canada January. And this is just so bad at so many levels that
it's hard to even begin. If you have not seen this
commercial, of course, go back and have a look
at this commercial. And this was part of
the Black Lives Matter. So the product is going on Canal gender joins the products, handles the Pepsi, you do a
police get towards the end. When you see the commercial, you'll see that it's so wrong assuming that it's just hard to explain via Betsy's
marketing team would do something like this, but not just from me
or from the audience. They also got criticized by the daughter of Martin
Luther King Junior. This is the tweet. If only that he would
have known the power of fancy events so bad. Basically the pepsi
had to put it on, so they had to put it down. They had agreed to also save the repetition of the inferences or towards
the end of the tweet. On the right side you see V also apologize for putting cannot
generate in this position. As a brand, you don't want
to be saying your ***, but also the inferences that towards the end
of the campaigns, that's not how you want
your campaign to end up. So the key message here is
you have to be sensitive to how your consumers might
perceive your camp. And I do understand
that a little bit more. Positive tutorial
pause the lesson here and go back and
look at this commercial. Disposed of so many people at so many levels in
that commercial, It's hard to even
start explaining who they have ******
off and viable. When you look at the,
look at the commercial, it'll be very clear for you. The key message,
the key learning here is that you have to be sensitive to higher consumers might perceive your campaign. One of the best ways that
I found to do this is actually get feedback from some VI because someone has
said I have in my list. So for every client
that I work with, I make it just a VIP customers who are happy to share feedback even under marketing
collateral and content that we create. So if you're creating
a new video AdWord, for example, I would send
it to them for feedback. And these are really
loyal customers. They're all spelled also
more insider to us, so we're happy to share things before they
roll out with them. That's the kind of people. It's hard to identify
those people. But once you, once you get
those people who started send an email to them
if they wanted to opt in to give us feedback
from marketing content. And that works really well. Just, just showcasing it
to multiple people in your team and getting their feedback officers pretty good. And that's why it's hard
for me to get my head around how granular like Pepsi that so many processes and
checklists and players could end up promoting
something like this. But yeah, it is just not
getting about the kinds of sensitivities
of the consumers. Next, this is exciting because a lot of celebrities
have been doing this. For example, again, in this
case is promoting the WHO I phone and posting the
tweet from her iPhone. This is not something
new. I've just seen this happening
over and over again where you have not aligned the influencer
to your product. It's just sort of onboarded. The influencer told them
a tweet this post-test, pledging not align them to
what ALL to take care of. So there should be a
checklist that you create. If you're promoting
an Android phone, you're obviously
not going to tweet it from the iPhone or the PRD. Whoever manages
your social media, your social team should
not tweeted from the iPhone because you
are a competitive mess. You are promoting
an Android device and tweeting from the iPhone. And the audience can see
I tweeted via the iPhone. So the audience can see that
are promoted by RBI for nap, the iPhone Twitter API. So that was the
case in this case promoted by an iPhone app. As a brand, It's important
to specify nodes for posting amplification
and whitelisting. It's not just for
the post itself, but also for the promotion. If you're doing by
listing campaigns, which means influencers,
you're going to be running ads found
inferences profile. Again, make sure it's not
posted by a different device. This is specifically the
case for tech devices. But it also applies to
different areas where you could see it in forensic lab meeting with a
different brand, however, using a different
product or brand themselves. Because if you're a
fashion brand new, promoting your online influencer has to read your line and the person that's quite obvious. And this is almost a mistake to that same level that in UI, it's like wedding, promoting a fashion
line between adding a competitive fashion
line, fashion products. So another example
of the same thing, promoting the Google Pixel. The celebrity is
basically promoting the Google Pixel
via Twitter for 11. There are different ways that
celebrities cover this up, or they may actually be
genuine reasons that they're deemed a PID in the social media team
properties using an iPhone. That doesn't work
with the audience. Once the tutor daddy gets onto this, then there's no escape. Some of the cool campaign fails. We're always going to look at
this one because this made a lot of news that in this particular
influencer has 2.6 million followers on Instagram, over 2 million followers, but current cell 36 t-shirts. And she actually made a
poll saying I couldn't even tell 3060 shirts. This is a good example
because you see these, this particular
influencer. She's posting some
cool pictures. Now, cool or hot, but she's posting, she's posting pictures
all over the place. But there are no
real brand values that she's communicating. What's her story?
What does She's time for children putting
random picture. So it's not it doesn't show like a real understanding
for her audience. It doesn't build
a story together. That is no clear
marketing strategy that she has for herself. Rather than marketing strategy, I would say there's this
road, your branding strategy. Try to find influencers who
do have binding principals, who has established that story, who has established a
relationship with the audience, who at least have some story
to them on their feed. In this case, the influencer
launched her own brands. So it's not like a
blind collaboration. She launch our own brand. But then couldn't say. The same reasons would
apply if a brand would collaborate with this particular
influencer because she needs to have a story
on by yourself first. You're not just looking at a person's feet or the audience, but you're also
looking at a story. It's a story collaborating with another story says a brand. You have your own study, and then you get another
person on board. They had their own stories. This is just like
life and you meet people and you're
gonna relationship, for example, or your
husband, wife, children, do they have their own
stories and their principles, and they have their core values, and you have your own and how
you collaborate together. The dose principles and
values is what makes an impactful campaign is what makes an impact for
life in that sense. So to get a real impact
marketing campaign, you need to align those
toys to get them. If you collaborate
with an influential, but it does not have
their own story. Of course, you are bound
to fail in that case, using influence
without marketing is again, a way to fail. So influencer
marketing, you have to keep the marketing and
branding principles intact. Here are the key
learnings that we have from all these
influencer marketing fields. One wisely choose
influenced and as it's important to choose influences who had their own
story if you're dead, always ensure transparency
falsely influences creativity. Don't feed them the
post copy and so forth. Manage relationships,
not just people. Follow the rules and laws. Make sure you know the
rules and laws used. Review checklist so that
you don't miss anything. Also sent egoless to influence us so they
don't miss anything. Used. The most relevant
hashtags be unique content and not duplicating
content across influences, align the content
to the audience. So if you have an
influencer who has the same type of influence, certain type of audience
that relates to certain types of content
metrics are aligned to them. Align the influencers to the
product so they don't end up promoting Android
phones from their iPhones. Check for competitive products. It makes sure that you have managed the
competition in value. In that case, there is
no clash of competition, just like we had in the
Android and iPhone example. Find it stays sensitive
to audience, emotions. Those are some of
the learnings that we can take away from all of these influencer
marketing fields. And that's all for this lesson. And see you in the next one.
15. M6L1. Influencer Marketing Analytics: What to Measure: Hello everyone, Welcome back to the influencer
marketing course. And this is module six where
we're going to see how do we measure results from
influencer marketing, influencer marketing analytics. How do we analyze
how the influence of marketing that we
executed has performed, recovered the strategy
in the first modules. After looking at
the influence and marketing landscape than
we looked at execution, how to find an
onboard influencers, how to engage them, and how to actually execute your campaigns. And the kinds of
things to avoid to make sure that your influencer marketing campaigns
and successful. Finally, once all of
that execution is done, you need to be able to
look at data points and being able to analyze
how your campaign went. Did it go as per
your expectations, as for your strategy? And did you achieve your goals? Also, what are the things
that you can learn for your future
marketing campaigns? So that's exactly
what we're going to cover in this module. Let's get started. The first lesson is going to
be about what to measure, and the second
lesson is going to be about how to measure. In this lesson, we're
going to explore what are the kinds of
metrics that we can measure? Then, which of those should you actually be measuring
and how to choose them? Let's first look at the
connotative because most people start
with the continuity, started the numbers
and the likes, comments, rates, and all
those kinds of things. But we're going to
start qualitative just because this is
becoming more and more increasingly important
for brands to be able to see what is the quality of the engagement that they've got from influencer
marketing was, what is the quality
of the audience that they have acquired
from influencer marketing? What is the quality of behavior change that they couldn't drive from
influencer marketing, if you remember, we started
off the course saying that influences all about
behavior change. So what i u influencing, you are influencing the
audience's behavior. Now, when you did influence, did manage to influence
the behavior, did regrets for black, is it the right quality of behavior change that
you wanted to achieve? So let's look at a few
metrics here to get a better understanding
of what are these qualitative
measurement points for us? So the first one is comments, quality not the number of
comments does not give you an accurate picture of the kind of conversations
that people are having. So others positive comments. Are those neutral comments? Are those negative comments? In general, what is the
quality of the engagement? Are people having discussions? Are people asked me regressions? How people just saying, this is cool, This is good. Other comments
useful of emojis are single road comments
or are they more descriptive at a
longer comments? And none of them is
bad or good or bad, but it depends on what kind
of engagement you would expect him from the
scapula or wherever you wanted to drive
from this camp. That's why analyzing the
quality of comments, this is really important. The second is
audience sentiment. Overall, what is the
sentiment of the audience regarding this content that you've created in collaboration. Let's an influencer
here in this case. But in general, audience
and demand would mean, are they, do they have a positive sentiment
towards this content? Do they have a
negative sentiment towards this content or the neutral that a lot of emotions that
people can reply with, not just some comments, but also in their reactions to pause. There are tools that can analyze
all of these sentiments. But overall it
just by looking at your comments section
of your content, you can also get a fair idea
of what the sentiment is. Or just by looking
at the reactions that people have on the posts, you can get a clear idea
of what the sentiment is. Then finally, we have
customer feedback. This is important
because this is like the final touch point
that customers have directly given you
feedback about certain content or certain collaboration
that you've done. You also get feedback internally from peers,
from your colleagues. Let say if you're in a business environment or if
you're a startup, let's say you have a lot of teams and you're
working with them. You have intrapreneurs
and entrepreneurs, those are all internal peers, internal sources of feedback. You also get feedback from
the influence because the influencer knows their
audience really well. They know what kind of
reactions they have to content. Then the influence
I can tell you, this is the kind of
reactions I usually get. But in this collaboration, this is the kind of
reaction that I got. That's feedback from
the influencer. Influencers might
have direct feedback from their audiences as well, which they can share
with the brand. And these are important things
to have conversations with the influencers in advance
before you start the campaign. That hey, if you had
any conversations with your audience
about the content, please share that with us
because that's going to help you improve the
kind of content, elaborations you
do in the future. Overall brand sentiments or the sentiment that people have towards your brand
or the association that they have
towards your brand. If you wanted to change
that to this campaign, were you successful in changing the association or sentiment
towards the brand? Finally, you should
measure the audience. Are these people who have interacted with the brand
through the collaboration, the right kind of
people that you were looking for in the first place. Those are all
qualitative data points. Then these are a
few more examples. Deep dive into
positive sentiment. So what are the
kinds of things that contribute to
positive sentiment? If you don't have like a Premium tool that does
this analysis for you. You can look at the
vocab that people use. Is it more enthusiastic or people looking forward excited? You don't have the kinds of
vocab that people would use. Typically, you can
have your own analysis and see this counts as
enthusiastic vocab. There are tools that
do this like we have a list of vocab points, words that there'll be looking for in order to judge her for a sentimental as positive or
negative positive emojis. So the value of emojis, like I mentioned, tagging friends with people
attacking them or friends. However, tagging friends by itself may not be
always positive. So you need to look for tagging friends in
combination with one of the enthusiastic vocab words or positive emojis, for example. Then you have the
branded hashtag use, either using the
hashtag that you mentioned in the campaign, that the brand at
replying regressions, are they asking questions and making compliments
to the content? So if different kinds
of risks to judge if the sentiment is
positive or negative. Now let's get into the
quantitative aspect of Theta, number of pieces per influences. So if you've onboarded multiple influences for this campaign and how much content has been
created by the influencers. And you can also see
how much content has been created overall
in the campaign. If, in case the campaign
needs people to participate in a
contest and make a post on their profiles. In that case, they would
also be creating content. You can count the total
number of quantum pieces. Quantitative points
will always be numbers. So looking at the number
of pieces in this case, now you're looking
at, is it positive, negative, what kinds of associations people have
the data, so forth. Impressions reach
true reach, again, hard numbers which are really
important for the brand. Engagement rates. Also one analysis
that I like to do is the average engagement read from my boss
influenza gambiense. And then I can compare the engagement rates of
this influencer campaign. And C are the higher or
lower than my average. Usually if an
influencer campaign has a high engagement rate
than my past average, then I need to make a
note of why that happened and then use that in
my future campaigns. Media value, as we
discussed earlier, we went a little more detail
into earned media value. But now you actually can
calculate and see what's the immediate value of this
campaign once the campaign has completed, conversion rates, promo code, sales, number
of hashtag mentions, number of leads, number
of transactions, very clear data points, revenue generated if you're running a purchase
or transactions. Stage campaign, very
important data point, the final point that usually a business head would look at, what's the revenue generated. The cost-per-click
from sponsored posts, the cost of acquisition
from sponsored posts. You can also compare this with the kind of CPC is you
usually get in your ads when you're done direct ads
from your brand without having the influencer
collaborative content and see if that's improved. Because if that has improved, then your collaboration was more successful than just the band putting out some
content directly. Number of followers gained, number of views of the content, number of views of the website, which is your website traffic. If you're able to drive
traffic to the website, Let's, you're running a
consideration campaign. You won't be able to
go on a landing page. So how many hits of landing page where you're able to
get if you're looking for people to sign up
on a landing page and then submit their email
address or make a payment. Then you're looking at that
particular conversion rate after the website traffic, you have a proper
conversion funnel. It'll look at, if you
are, for example, an e-commerce
business and eating people from an
influencer to a product. And then you expecting
people to add to God, make a payment so forth. You can calculate
conversion rates of all of those stages and then also
compare it with your website, e-commerce website average
Add to Cart rate or your average convergently
to see if it's doing better or
worse than average. Usually I would compare
all these numbers with my usual
average that I get. There's another way of
doing it is you can compare it with your
influencer marketing averages. If you have done influencer
marketing campaigns in the past, but if you haven't, you can compare it with the other overall brand averages on our business averages. Likes comments and
shares and condom CTR. So what kind of
click-through rate you have got from your content? If you've got a higher
CTR, lower CPC, you're animating the position, that means your
content collaboration has been quite successful. Those are things to measure
on the quantitative side, but here's what's important. What do you really measure? Now that you have so
many matrix will look at what, what do you measure? What, what should you measure? The answer there is
actually you choose. You have to choose your priority matrix to measure from your influencer
marketing campaigns. The reason I say this is because your matrix, first of all, depend on what you're looking at improving
for your brand. And secondly, to depend on
the goal of the campaign. With those two things in mind, you'll be able to pick one
or the light matrix for you. I've given you a list of matrix, but let's just go
back to the next, to the lung, to the previous
slide for us for a second. Now let's say that
you are looking at that has a negative
image about your brand. Let's say in the market, you want to change the brand
association that people have video brand and you want to remove that negative sentiment, then all of these things like revenue generated,
number of leads, number of transactions may not matter to you that much you wouldn't get about what's
the CPC or the CTR. However, you would only look at this kind of these
kind of matrix. So you look at the
qualitative data, you will look at the
brand association. You look at the sentiment
that people have. You will see the common quality and see if people have actually started saying good things and change their mind
about your brand. Second example is
let's say you are an e-commerce business which is running a holiday campaign
for Black Friday. And you're giving
out promo codes to influencers to get more sales. For Black Friday. In that case, you're
probably main focus is promo code says number of
transactions revenue generated. Those are the kinds of things
that you're looking at. You have a huge list here. Now your job is to pick the metrics that
matter the most to you and then create a measurement framework
for your campaign. Now I'm getting to
the measurement framework type that
you've understood. The first part, which is big, the metrics that matter to you. Let's get into this, the
second part of this statement, which is create a measurement framework for your campaign. Show you an example here on the screen which
might look really complex at the moment,
but it's really not. And you don't have to
follow the same example. But this is a sample measurement framework for
influencer marketing. And what we have
here is there are three different
categories in which we have different
metrics listed out. If you see on the left
you have the inputs, which is the activity
that you do. Then you have the outputs
which is a result of the activity that you
have done to activate it. Then finally had the outcomes, which is the final
goals of the campaigns. And finally matrix
of the campaigns that they've been met or not. The reason why you do want to
have goals and metrics for your inputs is to keep
your team motivated, to make sure everyone is on the same page about
what to achieve. To make sure you have
aggressive outreach program or less aggressive
outreach programs to adjust all of those
factors internally. For example, how
many influencers should you invite
to the program? That's symmetric, but it's internal input metric that
you give to the campaigns. So you give that input
to the campaign. How many people do
you want to comment? How many events do
you want to go to? Those are all input matrix. That's the first category
of the framework. The second is the output. Not because of that, if you did an outreach to 100 influencers, let's say with a 10%
conversion rate, ten of those influencers actually accepted to
join your program. That's not an outcome, but it's an output
because it's not at the end of the
audience funded. It's not at the end of
the marketing funnel. It's right now. It's here internally, but still as a result of
the input that you did, your given input to the to the campaign yard
personal hard work. Your input was to invite a lot of people
to your campaign. Then the output that you got is a few people accepted
your analyte. That's the output framework. If you invite people
to events and what if people accept
your event in right? That's an output campaign. That's the output of the output category
of the framework. Finally, you have the outcome. This is what happens when you
engage with the audience. This is the final going
off your campaign. What are the outcomes, the number of influencer
marketing content generated, the sales and revenue at
the band of n as all of the metrics that I
just listed before, we're all outcome
deleted matrix. So this is the outcome that you expect and one from
your campaign. To complete the framework, you also need to add two
of those categories, inputs and outputs, so
that you can measure what you are doing internally in your team and your
marketing team. And you can measure the
result of that activity. And then finally,
you can measure this out of the entire campaign, which is your outcome
category of the framework. So those are the three
different categories. So as you think of metrics
in those three categories, and then make your own
influencer marketing framework once you have
selected your matrix. So the next time, so
you are number one, pick the metrics that you think are most
important for you. Secondly, make your measurement
framework this color as what you can measure and what you should measure
from influencer marketing. In the next lesson, we're going to look
at how to measure. See you there.
16. M6L2. Influencer Marketing Analytics: How to Measure: Hello everyone, welcome to
lesson two of module six. And in this lesson I'm
going to show you how to measure your influencer
marketing data. The most important
thing to learn here is to be able to identify what kind of
measurement tool do you need for the kind of metrics
that you've selected? In the previous lesson. We looked at number
one, the kinds of different
qualitative metrics. Secondly, we looked
at the number of the different data matrix. And then finally we
looked at how you can take and create your
own measurement framework. Assume that by now
you understand how you can create your own influence marketing
measurement framework. So you've picked the right
metrics for your campaigns. You've been able to categorize them in different categories. Now you would need to know that based on the metrics
that you've picked, which is the right tool for you to choose for
the measurement. Now, these are the five
most common choices that you will have to make in order to analyze the results. This is not an
unedited IQ scores. However, I do want to
give you the veil, the process of choosing
the right tool. And then I'm going
to leave you to explore the jewelry deep
dive into the dual. Am assuming if you already have the understanding
of these tools or you have somebody in
your team who can measure that tool with the scope, within the scope of
influencer marketing, you should learn how
to pick that I didn't, even if you're not
into analytics, this is really important
for you to be able to understand how you influence of marketing
campaigns have done. That, you can pick the right
tool for the measurement. Now that you have the
measurement framework, what do you need to do is look at the kinds of
metrics that you're measuring and then map them with what I'm just
going to pop the value. The first tool here is any
of them analytics tool. So any tool that analyzes the traffic
coming to your website, the kind of behavior of the
traffic on your website. So you know, how many, how many clicks are they doing? How many people have exhibited
on a particular page? How many people have bounds? How many people has come from Facebook or Instagram
from a specific source. Now, Google Analytics is one of the most commonly used
web analytics tools. And you've probably already seen it or used it in the past. If you're here in this course, this should be fairly
simple to understand. This is the best big for measuring things like
sales from an influencer, conversion rate
from an influencer. The kind of traffic coming to your website from the campaign, the kind of bound state that
you have from your campaign. So if your campaign is more engaging and
relevant to people, you probably aren't
going to have a lower bounce rate on
this particular campaign. And then you can
always come back to your balance sheet
video site average to see if it is actually
reading from this campaign. You can also use UTM tracking. So you can set up UDM links. Just had to Google and look
for any UTM link builder. You can set up UDM links for different influencers
and then be able to drag the UDM results on your Google
Analytics dashboard. Let's say you have,
you're collaborating with five different influences
on two different channels. You can have your UDM source as influencer
marketing, let say. And then you can have your
UTM medium as a channel. So let's using Facebook
and Instagram. So you can have Facebook or
Instagram in your medium. And then finally, you could have your name off the influencer that you're collaborating with. If you have many channels, then you can have
the mini channels in the campaign, let's say. And then you can
have in the content, UDM content pedometer the
name of the influencers. So you can track
different influencers just by using UDL anatomy does. So if you give out links to your influencers
who let's say post on the Swipe Up story or put
it in their Instagram bio, or shared as a link on YouTube video description or put it on their Facebook post. You will be able to track all of that in your UDM report
inside of Google Analytics. So those are the kinds of
things that you'd have to think off when you pick a
tool. What am I measuring? Am I measuring results
on the website? Do I have dedicated landing
pages for the campaign? In most cases, I would
recommend that you set up a dedicated
landing pages. Where again, once you have
dedicated landing pages, for each landing
page, you can keep appending the UTMs
to be a new track. The influencer share of traffic to that landing page
and how people behaved. What's the conversion rate of each influencer on that
landing page and so forth. If you're measuring any kind of conversion it on the website, you're balancing your
add to current rates, your sign-up rates, your
newsletter sign-ups rate, sign-up grades, anything
related to website, this is the right
tool for you to pick. Secondly, let's move to
social listening to us. And when do you pick
a social listening to a social listening tool? If you haven't
already seen one is basically one that gives you the kind of
conversations happening at, around a particular
hashtag that I mentioned around your brand. In general. It's also going to tell
you the audience second, sentiment as it positive, negative, neutral, and so forth. It can also filter
out all of this data by certain hashtags are
resident campaigns. This is the best tool for you. If you're looking at
mostly brand sentiment, audience sentiment
and Coleman quantity related qualitative metrics. I'll give you an example. Let's say you're an
e-commerce brand. You're looking to
sell a product and you have links for
each influencer, discount codes for
each influencers, and you give out the links
on social media platforms. Now obviously, Google
Analytics would be a great big for you because
you are looking at, Let's say you're running a black family promo
through influencers. You're looking at how
many people use the code, how many people check
out from that code? How many people added to God
from that inferences link. And on the other hand, if you're a brand who has,
let's say you did it. You did a campaign in the past. And that got some
negative response. Your audience say sentiment at the moment on your
social listening to real issue in negative. Now you've done an influencer
marketing campaign rich, the main role of the
Cambrian is to fix the sentiment and change it
from negative to positive. In this case, of course, Google Analytics will not help you much because
you're looking at conversations happening
on social media and you want to listen to the conversations
that are happening. So you go for a social
listening tool. Those are, that's how
those two are different. Then we're also going to
look at social channels. Native analytics was his
social media analytics tools, which I've mentioned, Hootsuite, sprout social, and type
auditors, some examples. If you're running
it in most cases, if I'm running an influencer
marketing campaign on a single gentlemen,
that's an Instagram. Then I would just go into Instagram analytics and look at the data on
Instagram analytics. Most of the basic
fundamental data is gonna be available on the native
analytics platform. The native analytics for
YouTube would be relevant. If I'm only running a campaign
on YouTube Analytics. And I'm looking at
engagement happening on YouTube and watch time. Rich, Rich timestamped people who watch the most or
the least and so forth. Then the native analytics for YouTube should
be enough for me. Let's say you're
running a campaign which the same hashtag, the same campaign is running on Facebook and Instagram
and just giving you an example and also
let's say on Pinterest. So in that case you are, let's say you have
multiple channels. In this case, you'd want
to have a tool which can collect the data for off the campaign from these
multiple tenants, in which case, a native
analytics may not suffice because
then you'd have to manually put that data together. So in that case, I would
recommend something that HootSuite or Sprout
Social not hyponatremia, you can actually
believe it or from different genres
together generate reports from the dual itself to show the results of the
campaign across the channels. So that's the key
thing to remember. Usually if you're running an influence marketing campaign
just on a single channel, you can go ahead with
the native analytics. But if you're looking at a multichannel omni-channel
campaign and then you're looking at social media, third-party social media
analytics tool which can correlate the data
from these channels. Finally, we also
have accompany CRM that you might already have
in place new business. And this is gate when you're looking at leads
generated the kind of customer data created
and the kind of customers that you've
got sales from. You can set up gambiense on the CRM and then DAG all the leads to that
particular source. I would recommend
setting up each, if you're running
big influencers, setting up each
influencer as a source. So if you have three
mega influencers that you could onboard
the next year, make all of them that
source in your CRM. And then you'd be able to
drag all the sales team, all the leads that
game and these incidents that came
from that influence. If you have a lot of
manner of influences, it may be too much for your
sales team or for your CRM to have each influencer
as a deal source. In that case, you can have
groups are collections of influencers are just the name of the campaign as your source. This is great when
you're looking at leads generated revenue generated
in the number of sales. Similarly, Google Analytics, but the advantage of
having the company CRM is you could be running an offline influencer
marketing damping, and putting all of your
data into companies. The item you could be running
a campaign of outside of social media channels and still be able to use
accompanies piano. You could be running
an event based insurance marketing
campaign and instead of being subtracted
annual companies CRM. That's the key lesson here, is to pick the right tool for measuring the metrics
that you've chosen. So it all depends on what
metrics you have chosen. And then you can pick
a particular tool that you think is going to
fit the best injury. Again, that's all
for this lesson. And finally in the next video, what we're gonna do is we're
going to see a quick recap, an overview of the
entire course. See you there.
17. Influencer Marketing Course Overview and Conclusion: Hello everyone, welcome to the final video lesson of the infants and
marketing course. This lesson, we're going
to look at an overview of the entire influence
of marketing course. You've seen the complete course. We started off with the history
of influencer marketing, some examples from the past, then be moved to the
president landscape of influencer marketing. Then we got into the strategy, the identification
of influencers, how to onboard influencers, how to execute your campaigns. And finally the influencer
marketing analytics. Let's look at the
complete course again, I'm gonna show you this
slide here where you can see the first step is to create your influencer
marketing strategy. Now in this particular module, I showed you the ten questions
that you need to answer in order to have a valid round complete influencer
marketing strategy. And then you answer
those ten questions. Put your answers are longer
than questions and run dog, and that's gonna be your
campaign strategy document. Keep that safe. That's gonna
be the thing that you come bandwidth once you get the
desires of the campaign. That's also gonna be
the document that you used to improve the next
strategy of your campaign. That was the first step of
your influencer marketing. Of course, the
second step is then to find and identify
influencers. Now hopefully, in your
marketing strategy, you've covered all
the questions. What do you have
goals are, and hence, you're able to identify what is the right size of influence
for this campaign. So is it a Nano influencer, microwave friends or
combination of those two? Micro influencer or mega influencing that
you're looking at. Once you have the right
size of the influenza, it's time to find the influencers
on your target journal. It's not that you know,
let's say for example, you're gonna
outreach to multiple nano influencers on Instagram. You can look at finding
doors using hashtags, using manual switches on
Instagram, or using influencer. Once you have these influences, you found those influencers. Then the third step is to
engage and onboard influences. They didn't that the
first step is to create your campaign brief. So once you have your
campaign brief document, which includes a
lot of inputs from the questions that you've
answered, from your strategy. You'd be able to send that brief along with a nice pitch
to your influencer. We shed some examples
of the right kind of pitch that you can use, right? You're onto each pitch
based upon those, based on the example
that I gave you. And then you can finalize and negotiate the terms
with the influences. That's how you
onboard influencers. I would also recommend signing
a contract and I've also shared with you what are
the kinds of things to include in your
contract with them? Finally, step four
is to execute. Finally execute beat friends
and marketing, campaigning. To execute your campaign, you pick your content type. What kind of content type
are you gonna be doing? Is it a, sort of a giveaway? Is a story, content die
you're doing more short video is like pictorial news stories on how you're doing
long-form videos. If you're doing a
YouTube campaign, for example, wherever
your content diabetes, make your content diet than
video collaboration approach, are you gonna be
approaching this by collaborating with
one huge mega influenza? Be approaching this using
multiple nano influenza is IUD. Will you create appropriate
products with your influenza? What kind of approach
do you want to follow for the
collaborative content? Just remember to
abundant escaping. You'll need to create great
collaborative content. And finally, avoid all the common influencer marketing fields
that we looked at. So give me the freedom
to your influence as follow all the guidelines
and regulations. Make sure you have
great content together. You have an audience
fit and pick the right kind of influences
in the first place. So you can avoid all
of the common fields, be more sensitive
to your audience. Those are the kinds of phrases
that you need to avoid. We have also looked
at this in detail in different examples of influencer marketing finance
from the phosphates. Finally, the step five is to measure designs and use data
to improve the campaigns. So you choose the right metrics to create your
measurement framework. And then you also map it. Do the kind of
channel that you do, the kind of tool that is best-fit to measure
those metrics. And finally, you use this data and use all
the learnings that you have from this campaign
to improve your strategy. So you see how step
five actually feeds, dive back into step one. Once you've done
multiple campaigns or a diamond will
be able to also see what kind of gambling strategy has
worked the best for you. And what kind of campaign
metrics have improved? Hat have the same
metrics improve that you wanted to do change. So for example, in
many cases I see Banza see very good results from influence
marketing campaigns, but those were not really
the goals of the campaign. So it's also important to map the metrics that you've
measured at now, then the goal is going back to your strategy and seeing
I got a matter of transactions bunch
was my main goal to improve the number of cents, or was my main goal to develop positive sentiment
about the brand. Now these things could
go hand in hand, or they could sometimes be
disconnected from each other. Information that it's
mapped to the right goals. That's how you
complete the circle. You basically go attack from
step five back to step one. In order to collect all the
data and learnings you have from the campaign to
improve your strategy. And then you beat the process for your next influencer
marketing campaign. That's all for this course. I thank you all so
much for being in this course and additional
resources and I'm going to put up in the course so you can check those out and keep learning and keep improving your influencer
marketing campaigns. Thank you.
Rishabh Dev, Digital Marketing and Growth Consultant
