27. INBOUND15
10 Components to an Influencer Strategy
1. What is your brand type?
2. What is your goal?
3. Who are you trying to reach?
4. Which social networks?
5. What metrics are important?
6. What influencer type?
7. Leased or owned influencers?
8. What content type?
9. Incentive model?
10.What tool to use?
28. INBOUND15
10 Components to an Influencer Strategy
1. What is your brand type?
2. What is your goal?
3. Who are you trying to reach?
4. Which social networks?
5. What metrics are important?
6. What influencer type?
7. Leased or owned influencers?
8. What content type?
9. Incentive model?
10.What tool to use?
30. INBOUND15
6 Most Common Use Cases
22%
Content Generation 33%
Community Building
42%
Product Launches
38%
Customer Acquisition
27%
Drive Referral Traffic
14%
Research
*Campaigns often have multiple goals.
Percentages don’t add to 100%
34. INBOUND15
Referral Traffic Driven by Social Networks
24.6%
1.32 Billon
MAU
5.06%
40 Million
MAU
0.01%
1 Billion
MAU
0.82%
284 Million
MAU
0.03%
284 Million
MAU
35. INBOUND15
1. Create Instagram landing
URL
http://yoursite.com/instag
ram
2. Block search engines from
that page with “no robots”
3. Create 301 Redirect that
contains a UTM tag for
“Instagram”
4. Add landing URL to
Instagram Profile Bio
Tracking Instagram
Referrals
38. INBOUND15
Celebrities & Social
Media Stars
• Largest Reach (1M+)
• Drives Impressions
• Easy to identify
• Expensive to activate
• Motivated by cash and
reputation
• Best on YouTube, Twitter
and Instagram
• Least amount of trust
from consumers
39. INBOUND15
Executives &
Journalists
• Large Reach (500k+)
• Great for Impressions,
Engagements
• Easy to identify
• Can be “FREE” to activate
• Motivated reputation and
status
• Best on Twitter and
LinkedIn
• Moderate trust from
consumers
40. INBOUND15
Semi-Professional
Bloggers
• Moderate Reach (10-500k)
• Great for Engagements
• Moderate difficulty to identify
• Moderate expense to
activate
• Motivated by cash and free
product
• Best on YouTube, Twitter and
Instagram
• Significant trust from
consumers
41. INBOUND15
Micro-influencers
• Small Reach (0.5 to 5k)
• Great for Engagements and
Conversions
• Hardest to identify & manage
(usually requires software)
• Cheap to activate
• Motivated branded rewards
• Best on Facebook, Pinterest,
Instagram and Twitter
• Highest trust from
consumers