PowerPoint Presentation

#Donna Kalajian Lagani Senior Vice President/Publishing Director Todays PresentersJenna Manula Director Social Media Marketing

ModeratorMarlea ClarkEVP Marketing & Insights

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#Influencers are nothing new to marketing, particularly within the fashion and beauty sector For decades, brands have been collaborating with celebrities and models, leveraging their status and influence over consumers to help build brands and sell productsWho are influencers?

#Social media has created a new breed of influencers: individuals who have the ability to influence the opinions or buying decisions of a brands target audience largely due to their social media following

The new breed of influencers

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While last year may have been The Year of the Influencer, this year will be The Year of the Influencer Investment - Connor Begley, President and Co-Founder, Tribe Dynamics

84% of brands polled said they launched at least one influencer marketing campaign last year and 81% of those brands saw increased website traffic and sales

The growth of influencer marketingSource: eMarketer

#59% of beauty and fashion marketers are planning to increase their influencer marketing budget over the next 12 monthsThe growth of influencer marketing22% of marketers agree its the fastest-growing online customer-acquisition method51% believe they acquire better quality customers through influencer marketingSource: Fashion and Beauty Monitor report/Econsultancy

#Influencers were most effective to help brands promote existing products and launch new onesThe growth of influencer marketing

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Analysts determined that brands earn $6.50 for every $1 spent on influencer marketingROI of influencer marketing

Source: Fashion and Beauty Monitor report/Econsultancy

#Why influencers?Why women connect with beauty and fashion bloggers and vloggersRelatableAuthentic VoiceNaturally integratedShes a real personShares my interests and passionsKnowledgeable

HonestTo learn about new products and brandsApproachableSource: Buzzoole Consumers Trust Influencers

#Donna Kalajian Lagani Senior Vice President/Publishing DirectorCosmopolitan & Seventeen

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#Jenna ManulaDirector Social Media MarketingFlying Point Digital

#Q: What are the 4 biggest challenges in working with influencers?CHALLENGES OF INFLUENCER MARKETING1.) Finding the Right Influencer

73% of fashion and beauty marketers say influencer identification is the biggest challenge in working with influencers

Reason: Lack of resources and tools, knowledge gaps, budget

Brands are realizing that it takes more than a quick Google search to find relevant and valuable influencers

Main Challenges of Influencer Marketing

Source: econsultancy

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CHALLENGES OF INFLUENCER MARKETING2.) Measuring Impact & ROI

ROI measurement is key when investing in an influencer program

ROI driven by social media is hard to track. Brands can utilize UTM Parameters and Pixels to track conversions and site track; however, much of value influencers provide is exposure rather than financial gain

Solution: Focus thinking on non-financial objectives and invest in a measurement toolSource: econsultancyNon-Financial Objectives

These metrics might not translate easily onto the balance sheet, but that doesnt mean theyre not valuable. - Jack Simpson, Econsultancy.com

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CHALLENGES OF INFLUENCER MARKETING59% of beauty and fashion brands struggle with capturing the attention of desired influencers

As the demand for influencers grows, brands have to work harder to win them over

Solution: Increase your odds through incentivizing, such as:free product(s)monetary compensationheightened exposure Ideas of Interest to the influencers audience

3.) Activating an Influencer

Sources: clickz.com 5 Tips t o Nail Your Next Influencer Marketing Campaign, econsultancy. The 3 Biggest Challenges in Influencer Marketing

#CHALLENGES OF INFLUENCER MARKETING4.) Scaling Up

Once established, influencer programs need care and maintenance to remain viable and scale

Juggling multiple influencers at once requires precise management at each stage of the campaign and staying on top of these aspects can be difficult for one person

Solution: Work with a trusted partner to identify influencers, handle communications and payment, and deliver sound reporting

#ASSOCIATED COSTSWorking with an influencer network will require a monthly investment ranging from $1,000 - $100,000+. The exact dollar amount a company should spend really depends on the brands overarching goal: Reach? Content Type? CTA?

?Source: Buzzoole.com Influencer Marketing Works for Retailers

#ORGANIC INFLUENCER ID STRATEGYIf your brand possesses a smaller marketing budget, dont give up! Take the grassroots approach.

Identify influencers using a combination of Google, Twitter, and Instagram search in combination with your brands social listening tools.

PlatformDetailsBrandwatch or Social Listening ToolsMonitor the Twitter, Facebook, and Instagram landscapes for influencers by keeping track of conversations surrounding popular hashtags for bloggers, brand hashtags, and relevant hashtags to the product being launched or objective in mind.FollowerwonkThis tool by Moz makes it easy to find relevant influencers by topic and location on Twitter. Its a great way to build a list of potential influencers to target.Twitter InsightsUnderstand the influence of people who engage with your Tweets. You can use metrics like retweet ratio, engagement ratio, klout score, and social platform presence.Instagram Hashtag IdentificationOne of the simplest but most timely ways to find your influencers on Instagram is to search for bloggers manually sharing their posts using your brands hashtag.

To be an influencer, an individual doesnt always need to reach a large audience, sometimes reaching a small niche audience can be just as valuable. Simply MeasuredSource: Simplymeasured.com How to Define & Engage Social Media Influencers for Your Brand

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INFLUENCE IDENTIFICATION KPIsWhether a brand invests in an influencer network or takes the grassroots approach, make sure to assess the candidates against the following metrics:

AgeSocial ReachResonanceRelevance

DemographicsDigital MetricsRateFixed cost of working with influencerExpected gains from partnershipGenderLocationKlout ScoreKred ScoreSearch Engine Ranking

#SEARCH + INFLUENCERS = ROI

The connection between social and search is clear. A Searchmetrics study found social signals to be the highest correlating factors with Google rankings. Identifying your key influencers and making sure that they share your content is one of the most overlooked SEO techniques.

Social signals have a direct correlation to search engine ranking; the more people you have sharing your content and the more influential they are, the more likely your site is to receive high value equity passing links.

Its the modern day link-building strategy.

#84% of brands polled said they launched at least one influencer marketing campaign last year and 81% of those brands saw increased website traffic and sales INFLUENCER TIPS3 Influencer Marketing Tips:Respect the influencers contributionAllow influencers to be themselvesEmbrace social media account takeoversEngage in brand & influencer cross promotion via social media Source: eMarketer Marketers Pair Up With Influencers

#Instead of relying solely on an influencer to market your brand, work together to amplify the message! Cross-promotions campaigns are the most effective way to increase brand awareness and to generate sales. HOW TO EXECUTE

#Best Practices

#When in doubt, discloseRules of EngagementInfluencers must give their truthful opinion endorsements of a product must reflect the influencers actual experience

If influencers are being paid to endorse or review a product or given free merchandise, it must be expressly noted in the post or review Disclosures must be prominently placed within the post and in the same language as the post (for example, if the post is in Spanish, the endorsement must also be in Spanish)

Disclosures must be made on social media posts. For instance pinning an image on Pinterest can be considered even if theres no text associated with it, and therefore must include a disclosure. Tweeting or posting on social media as part of a contest or giveaway also needs to be noted with a clear disclosurea hashtag and/or tagging a brand is not considered adequate disclosure of a relationship.

If marketers determine that influencers arent complying with FTC guidelines, they must insist that the influencer remove the post or change the content to comply with the rules.

Source: FTC Endorsement Guides: What People Are Asking

#Thank you for joining our webinar! Want to learn more?Have questions or want to learn more about influencer marketing?Contact Marlea Clark atmclark@womensmarketing.com

Womens Marketing womensmarketing.comNew York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880Flying Point Digitalflyingpointdigital.com5 W 36th St, New York, NY 10018 (212) 629-4960

#Thank You!

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