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Creating Influencer Marketing
Strategy & Measuring its ROI
Your Company Name
1
Influencer Marketing - A Snapshot
Creating Influencer Marketing Strategy
› Influencer Marketing Strategy- Steps to Follow
› Our Goals for Influencer Marketing
› Our Target Audience
› Buyer Persona- Sample Template
› Most Popular Social Media Channels amongst Target Audience
› Our Influencer Marketing Campaign
› Content Formats for Influencer Marketing
› Annual Budget for Influencer Marketing
› Percentage of Budget Allocation for Influencer Marketing
› Social Media Channels Preference for Influencer Marketing
› Finding the Right Influencers – Selection Criteria
› Choosing the Right Category of Influencers
› Choosing Influencers: Factors to Consider
› Potential Influencers for Current Campaign
› Influencer Dashboard Template – Influencer’s Reach & Followers
Measuring ROI of Influencer Marketing Campaigns
› Metric- Total Audience Reach & Impressions
› Metric- Audience Reach & Impressions by Influencer
› Metric- Total Number of Posts
› Metric- Brand Engagement (Total)
› Metric- Brand Engagement- Influencer Breakdown
› Metric- Audience Growth
› Metric- Top Locations
› Metric- Age Range
› Influencer Marketing Campaign Performance Dashboard
› Campaign Performance Dashboard - Summary
Micro-Influencer Marketing
› Who Are Micro-Influencers
› Benefits of Choosing Micro-Influencers
› How to Find the Right Micro-Influencers
› Campaigns for Engaging with Micro-Influencers
Table of Contents
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01
Influencer Marketing -
A Snapshot
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INFLUENCER MARKETING
is a form of social media marketing
involving endorsements and product
placements from influencers - individuals
who have large following on web and social
media and have influence in their
respective fields.
› There has been a 1500% increase in Google searches for
influencer marketing over the past 3 years
› Influencer marketing content delivers 11 times higher ROI than
traditional forms of marketing
That number climbs to $11 for
every $1 spent for beauty brands
In 2017, brands saw an ROI of
$6.78 for every $1 spent on
influencer marketing
In 2018,
78% of marketers used influencers to build
brand awareness
› 81% of them judged it to be effective
Influencer Marketing- A Snapshot
Discover the rising popularity of a new form of marketing i.e. influencer marketing also called as influence marketing.
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02
Creating Influencer
Marketing Strategy
› Influencer Marketing Strategy- Steps to Follow
› Our Goals for Influencer Marketing
› Our Target Audience
› Buyer Persona- Sample Template
› Most Popular Social Media Channels amongst Target Audience
› Our Influencer Marketing Campaign
› Content Formats for Influencer Marketing
› Annual Budget for Influencer Marketing
› Percentage of Budget Allocation for Influencer Marketing
› Social Media Channels Preference for Influencer Marketing
› Finding the Right Influencers – Selection Criteria
› Choosing the Right Category of Influencers
› Choosing Influencers: Factors to Consider
› Potential Influencers for Current Campaign
› Influencer Dashboard Template – Influencer’s Reach & Followers
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Influencer Marketing Strategy- Steps to Follow
Get started with developing your company’s influencer marketing strategy by following this step-by-step approach.
Define
GOALS
Identify Your
AUDIENCE
Choose a type of
CAMPAIGN
Measure
ROI
Select brand
INFLUENCERS
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Our Goals for Influencer Marketing
Mention the goals you have set for your influencer marketing campaigns, be it increase in awareness or sales of your products so that the performance can be measured by
comparing to these goals.
Increase brand awareness - Increase followers by 250 per week
Reach 10K + new audiences
Increase sales- Get $1000 sales every week
Improve brand advocacy
Drive lead generation- Get 50 email addresses every week
Expand share of voice
Manage reputation
Improve customer satisfaction
Link Building- To get 500+ link clicks
Brand Engagement - Double the engagement on Instagram
Customer Loyalty
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Geographic
Demographics
Our Target Audience
Before you go about selecting influencers, you need to be aware of the demographics, psychographics, etc. of your target audience so that influencers can be matched with these traits.
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› Gender - XX
› Occupation - XX
› Education - XX
› Family Size - XX
› Ethnicity - XX
› Age - XX
› Income - XX
› Marital Status - XX
› Religion - XX
Psychographics
› Habits - Add text here
› Hobbies - Add text here
› Values - Add text here
› Goals - Add text here
› Interests - Add text here
› Objections - Add text here
› Challenges - Add text here
› Pain Points - Add text here
› Events - Add text here
› Influencers - Add text here
› Other - Add text here
› Books - Add text here
› Magazines - Add text here
› Websites - Add text here
Location - Add text here
Sources of Information
8
HANNAH
Student
I need to go to a relaxing
place with nice coffee,
music & ambience without
it being too expensive
Hopes & Dreams
› Become a reputable fashion &
entertainment blogger
› Travel the work
› Adopt a dog
› Own a café
› To be able to learn a new language
› Not have to worry about finances
Worries & Fears
› Not spending enough time with family
and friends
› Fear of closed spaces
› Text Here
› Text Here
› Text Here
› Text Here
A Day in Her Life
› She is a morning person
› She starts off her day with gymming
She goes to gym thrice a week
› She works for an IT company
› She loves exploring new cafes in town
› She watches Netflix
› She is a neat freak & likes to keep her
things organized
› She likes being punctual
Background
› 29 Years Old
› Engaged
› Lives in NJ, USA
› Full-time Employer in an IT company
Finances
› Income of $50,000
› She believes in investment
› She prefers using credit card/debit card for
shopping or otherwise
Online Behavior
› Very much active on social media apps such as Instagram,
Facebook, Twitter, etc.
› She keeps on exploring new apps for her use
› Tend to find good deals and discounts on food and clothes
What She’s
Looking For
› A place to detox herself after a hectic working week
› Deals & Coupons
› Good food and a glass of wine
› Cozy seating space with nice music
What
Influences Her
› Her mother
› New fashion trends, magazines, blogs, etc.
Brand Affinities › Starbucks, H&M, Michael Kors, Calvin Klein, Zara
Buyer Persona- Sample Template
Develop an elaborate customer persona using the below template to know more about your target customer and their likes, challenges, etc.
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Most Popular Social Media Channels amongst Target Audience
Also discover the most popular social networking sites that your target audience uses so that influencers in those domains can be chosen.
% of US adults who say they use…
Majority of Americans now
use Facebook, YouTube
22%
24%
25%
27%
29%
35%
68%
73%
0 10 20 30 40 50 60 70 80
WhatsApp
Twitter
LinkedIn
Snapchat
Pinterest
Instagram
Facebook
You Tube
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 10
Our Influencer Marketing Campaign
List all the activities you will undertake as part of your influencer marketing campaigns. It can be a combination of many strategies.
› Gifts - Give away free products and services to influencers in exchange for promotion
› Contests & Giveaways - Asking influencers to share your contest and giveaways with their followers
› Discount Codes & Affiliates - Giving influencers their unique discount code that they can offer to
their followers and giving them a percentage of each sale through them
› Brand Ambassadors - Offering influencers exclusive offers, products for promoting our brand
Our Chosen Marketing Campaigns
› Guest Posting - Contributing content to influencer’s blog
› Sponsored Content - Paying for brand’s content to be featured on influencer's blog or website
› Influencer Takeover - Allow influencer to manage their social media account for a duration
› Social Media Mentions - A strategy to get personalities or brands to mention your brand or post
something about you
Other Ideas for Campaign
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Content formats for Influencer Marketing
Also choose the types of content formats that will be used as part of your marketing campaigns. It might not be possible to go with all.
Instagram Post
Instagram Stories
Instagram Video
YouTube Video
Blog Posts
Facebook Post
Facebook Video
Tweet
Facebook Live
YouTube Live
Add text here
Add text here
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Annual Budget for Influencer Marketing
Based on the total marketing budget allocated to the team, the marketing manager in consultation with stakeholders decides the budget for influencer marketing. You can use a
bar chart to show the budget allocated over the years & convince the stakeholders to increase this year’s budget allocation
500
700
1200
1500
2000
3000
0
500
1000
1500
2000
2500
3000
3500
2015 2016 2017 2018 2019 2020
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Percentage of Budget Allocation for Influencer Marketing
The marketing head can also show the percentage of budget allocation over the years to inform stakeholders and win a bigger share this financial year.
2
5
8
12
15
20
0 5 10 15 20 25
2015
2016
2017
2018
2019
2020
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 14
Social Media Channels Preference for Influencer Marketing
The stakeholders as well marketing team should also be aware of the social media channels most preferred for your campaigns. Based on past performance and trends, you can
allocate the budget accordingly.
Instagram, 45%
You Tube, 30%
Facebook, 15%
Blogs, 5%
Twitter, 5%
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 15
Finding the Right Influencers – Selection Criteria
List down the selection criteria in terms of reach and engagement to get the best influencers for your campaigns.
Influencer Category Reach Engagement
Instagram Influencers 5000+ Followers 1000+ Likes
YouTube Influencers 3000+ Subscribers 5000+ Views
Bloggers 2000+ Views Text Here
Customers 500+ Followers 20+ Comments
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Choosing the Right Category of Influencers
The marketing team can also decide which category of influencers they would be choosing to run their campaigns.
10K – 50K
50K – 500K
500K – 1M
1M+
Mega
Macro
Mid - Tier
Micro
Nano
1K – 10K
Followers
TiersofInstagramInfluencers
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Choosing Influencers: Factors to Consider
Besides the number of followers, you can choose to follow other factors such as quality of content to engagement rate to get more choices for your list of influencers.
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Quality of Content
Target Audience
Engagement Rate
On-Brand Messaging
Follower Count
Previous Sponsorship Performance
Trending
Referral
Budget
Location
18
Potential Influencers for Current Campaign
Based on the criteria, list down the influencers that you have finally selected for your campaign.
Name- Text Here
Profile Link- Add Link Here
› Followers- Add Text Here
› Following- Add Text Here
Name- Text Here
Profile Link- Add Link Here
› Followers- Add Text Here
› Following- Add Text Here
Name- Text Here
Profile Link- Add Link Here
› Followers- Add Text Here
› Following- Add Text Here
Name- Text Here
Profile Link- Add Link Here
› Followers- Add Text Here
› Following- Add Text Here
Name- Text Here
Profile Link- Add Link Here
› Followers- Add Text Here
› Following- Add Text Here
Name- Text Here
Profile Link- Add Link Here
› Followers- Add Text Here
› Following- Add Text Here
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Influencer Dashboard Template – Influencer’s Reach & Followers
If you have tools that let you analyze the influencer’s reach, audience and previous campaigns, that can help you to better understand the impact of the influencer.
Tim Barbara
California, USA
Joined Date – 6 March 2018
Male, 30 Years Old
60 Reviews
Fitness
Lifestyle
Gym
31,287 64,090
243 1243
12,300 12,870
www.timbarbara.com
Total Views – 12,24,056 Total Followers – 19,763 Partnerships – 12 Total Earned – $243.00
Campaign Name Social Platform Min/ Max Views Status Start Date
Fashion E Commerce 2,00,000/ 3,50,000 55% 6 Dec 2018
Fitness Products 2,50,000/ 3,00,000 33% 12 Dec 2018
Gym Trainer Program 5,50,000/ 6,50,000 87% 18 Dec 2018
2018 Top Product 4,50,000/ 5,00,000 90% 24 Dec 2018
Top Dashboard Sale 2018 7,50,000/ 8,50,000 64% 30 Dec 2018
Company
35%
65%
Followers by
Gender
50 - 55
45 - 50
35 - 40
30 - 35
25 - 30
20 - 25
15 - 20
Followers by Age
China
India
Australia
UK
Canada
Brazil
US
Top Followers by Location
My Active
Campaigns
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 20
03
Measuring ROI of
Influencer Marketing
Campaigns
› Metric- Total Audience Reach & Impressions
› Metric- Audience Reach & Impressions by Influencer
› Metric- Total Number of Posts
› Metric- Brand Engagement (Total)
› Metric- Brand Engagement- Influencer Breakdown
› Metric- Audience Growth
› Metric- Top Locations
› Metric- Age Range
› Influencer Marketing Campaign Performance Dashboard
› Campaign Performance Dashboard - Summary
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Metric- Total Audience Reach & Impressions
Once the marketing campaign is over, you must measure the audience reached over the course of the campaign and the impressions generated.
› Name of Campaign- Text
Here
› Duration of Campaign-
February 1- February 28
0
5,000
10,000
15,000
20,000
Week 1 Week 2 Week 3 Week 4
Reach- 50, 415
Accounts reached from
February 1- February 28
0
5,000
10,000
15,000
20,000
25,000
30,000
Week 1 Week 2 Week 3 Week 4
Impressions- 72,553
Accounts reached from
February 1- February 28
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 22
Metric- Audience Reach & Impressions by Influencer
Also break down the reach and impression per influencer to see which influencers were the most successful.
Influencer 1 10,000
Post a 2,000 200
Post b 4,000 300
Post c 3,000 150
Influencer 2 30,000
Post a 7,000 400
Post b 5,000 350
Post c 10,000 750
Influencer 3
Post a - - -
Post b - - -
Post c - - -
Influencer 4
Post a - - -
Post b - - -
Post c - - -
Followers Impressions Traffic
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Metric- Total number of Posts
Keep a track of the total number of posts shared during the campaign duration and posts by content type. Create a common hashtag for your campaign which can help you
measure the performance of the campaign later.
Posts over Time
DayPosts by & Content Type
0
2
4
6
2/7/2020 2/8/2020 2/9/2020 2/10/2020 2/11/2020 2/12/2020 2/13/2020 2/14/2020 2/15/2020 2/16/2020 2/17/2020 2/18/2020 2/19/2020
Posts
Image Video
Posts – 335
63
272
Video
Image
Post by Content Type
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Metric- Brand Engagement (Total)
Analyze which posts drew the best engagement – likes and comments. The feedback by customers help you gauge customer’s reactions to your products.
Total Engagement – 3,065
67
2998
Comments
Likes
By Engagement Type
18.05%
Engagement over Time
Likes & Comments
-100
100
300
500
700
900
1100
2/7/2020 2/8/2020 2/9/2020 2/10/2020 2/11/2020 2/12/2020 2/13/2020 2/14/2020 2/15/2020 2/16/2020 2/17/2020 2/18/2020 2/19/2020
Engagement
917
2148
Engagement by Content Type
0.06
0.05
Engagement Rate by Content Type
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 25
Clicks Likes Reactions Shares Comments Mentions
Metric- Brand Engagement- Influencer Breakdown
Break down the engagement per influencer to know which were the most successful for your campaign.
Influencer 1
Post a 200 1,000 150 500 85 210
Post b 300 2,000 275 650 110 100
Post c 150 1,500 200 200 22 35
Influencer 2
Post a 400 3,500 400 400 45 75
Post b 350 2,500 310 625 215 87
Post c 750 5,000 589 550 172 76
Influencer 3
Post a - - - - - -
Post b - - - - - -
Post c - - - - - -
Influencer 4
Post a - - - - - -
Post b - - - - - -
Post c - - - - - -
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Metric- Audience Growth
Measure the increase in your audience growth due to the influencer marketing campaign and which channel was most successful in increasing the reach.
0
20
40
60
80
100
120
140
Jan-25 Jan-26 Jan-27 Jan-28 Jan-29 Jan-30 Jan-31 Feb-01 Feb-02 Feb-03 Feb-04 Feb-05 Feb-06 Feb-07 Feb-08 Feb-09 Feb-10 Feb-11 Feb-12 Feb-13 Feb-14
Increase in Number of Followers/ Page Likes/ Subscribers
Instagram Facebook YouTube
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Metric- Top Locations
Record where the campaign was received the best. This can help you perfect your product, distribution, and sales strategy as well.
Saint Petersburg
Philadelphia
Los Angeles
New York
London
TOP LOCATIONS
Cities Countries
Canada
Australia
United Kingdom
Brazil
United States
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 28
Metric- Age Range
Measure which age group interacted with your campaign the most. This too can have far reaching impact on your product and sales strategy.
AGE RANGE
ALL
65+
55-64
45-54
35-44
25-34
18-24
13-17
MEN
65+
55-64
45-54
35-44
25-34
18-24
13-17
WOMEN
65+
55-64
45-54
35-44
25-34
18-24
13-17
GENDER
41%
59%
Men Women
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 29
Influencer Marketing Campaign Performance Dashboard
Present an overall dashboard of campaign performance to get a complete picture of the success and impact of the campaign.
Demographics
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Campaign Summary
Distribution by Channel
7.2 2% Engagement rate
9.3 23% Click - through rate
Instagram,
71%,
2374 views
Facebook,
17%,
614 views
Twitter,
12%,
461 views
3449
Total Views
0
50
100
150
18-24 25-34 35-44 45-54 55+
Male Female
Visits by Gender
30
Post
410
Instagram Impressions
27.2M
Likes
694.4K
Comments
10K
Campaign InsightsValue Calculator
Impressions
, $81.5K
Likes,
$104.2K
Comments,
$10K
Total Media
Value -
$195.7K
40%
60%
Men
Women
Audience Gender
2.6%Engagement rate
69.8 : 1Like to Comment Ratio
Top Performers
Name Here
› Add text here
Name Here
› Add text here
Name Here
› Add text here
Campaign Performance Dashboard - Summary
Here is another marketing dashboard to present your results before the team and the management.
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 31
04
Micro-Influencer
Marketing
› Who Are Micro-Influencers
› Benefits of Choosing Micro-Influencers
› How to Find the Right Micro-Influencers
› Campaigns for Engaging with Micro-Influencers
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Who are Micro-Influencers
Micro-influencers are outdoing all other categories of influencers and are being increasingly targeted by brands.
Micro-
Influencers are
Influencers who have
between 1000 &
100,000 followers
Trusted by followers & hold strong
influence over their follower's
purchase decisions
Able to generate higher
engagement than top influencers
Experts in their Niche
They could be:
› YouTube Users
› Bloggers
› Celebrities
› Industry Experts
› Activists
› Enthusiasts
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Benefits of Choosing Micro-Influencers
Here are some reasons why your organization should also consider choosing micro-influencers for your influence marketing.
49%
of people say that they trust
recommendations by influencers to
make their purchase decisions
Trusted
These influencers enjoy more credibility and trust among their followers as compared to mega influencers
Brand Relevant
They specialize in a specific niche and cater to a specific audience. This makes them more relevant and
value for money
High in Volume
They are more in number as compared to mega or macro category and therefore produce more content
Cost-Effective
They charge less than mega influencers with millions of dollars making it less expensive to invest in them
which is ideal for startups and small businesses
Are Loyal
Positive brand affinity owing to frequent purchase and experience
Will Advocate
Will advocate brands they like or their followers might like
Higher Engagement
The more followers an influencer has, lesser is their engagement. Micro influencers have high engagement
with their followers
Higher Conversions
Because of higher engagement and trust, micro-influencers have higher conversions. Estimated to boost
sales of a brand by 300%
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Search with the Relevant Hashtags
& Find Most Popular Results-
Check their Followers, Posts &
Engagement
› Use Google Search to find top followers
region wise
› Research top accounts
› Hire an influential marketing agency
› Use tools like Ninja Outreach, Insightpool, etc.
How to find the Right Micro-Influencers
Since there are thousands of micro-influencers, you can use the following criteria to find the most active influencers on social media.
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Send them freebies
Take over a brand’s social media account for a fixed period of time
Sponsor unboxing videos
Ask for Reviews
01.
02.
03.
04.
05.
Promote Giveaway Campaigns
Campaigns for Engaging with Micro-Influencers
Choose how you intend to use micro-influencers and reach out to them for collaboration.
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Creating Influencer Marketing Strategy & Measuring its ROI Icons Slide
Additional
Slides
38
Agenda
9:00am-10:00am Agenda 01
10:00am-11:00am Agenda 02
11:00am-12:00pm Agenda 03
12:00pm-01:00pm Agenda 04
01:00pm-02:00pm Agenda 05
39
Company Introduction
Target Audiences
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Preferred By Many
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40
Vision
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audience's attention.
Mission
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Goal
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Our Mission Vision value 41
Awareness
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Quality
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Success
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Our Goals
42
Organization Chart
Annie Spratt
Text Here
Valentin Wallet
Text Here
Martin Sanchez
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Fernando Reyes
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Paweł Czerwiński
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Levi Ventura
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Irene Kredenets
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Jonathan Borba
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Alfred Kenneally
Text Here
43
Comparison Slide
V/S
Male Users
50%
Female Users
70%
44
Bar Chart Template
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0 50 100 150 200 250 300 350 400 450 500 550 600
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YEARS
01 Product
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Pie Chart Template
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10%
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Marketing Dashboard Template
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Creating Influencer Marketing Strategy And Measuring Its ROI Complete Deck

  • 1. Creating Influencer Marketing Strategy & Measuring its ROI Your Company Name 1
  • 2. Influencer Marketing - A Snapshot Creating Influencer Marketing Strategy › Influencer Marketing Strategy- Steps to Follow › Our Goals for Influencer Marketing › Our Target Audience › Buyer Persona- Sample Template › Most Popular Social Media Channels amongst Target Audience › Our Influencer Marketing Campaign › Content Formats for Influencer Marketing › Annual Budget for Influencer Marketing › Percentage of Budget Allocation for Influencer Marketing › Social Media Channels Preference for Influencer Marketing › Finding the Right Influencers – Selection Criteria › Choosing the Right Category of Influencers › Choosing Influencers: Factors to Consider › Potential Influencers for Current Campaign › Influencer Dashboard Template – Influencer’s Reach & Followers Measuring ROI of Influencer Marketing Campaigns › Metric- Total Audience Reach & Impressions › Metric- Audience Reach & Impressions by Influencer › Metric- Total Number of Posts › Metric- Brand Engagement (Total) › Metric- Brand Engagement- Influencer Breakdown › Metric- Audience Growth › Metric- Top Locations › Metric- Age Range › Influencer Marketing Campaign Performance Dashboard › Campaign Performance Dashboard - Summary Micro-Influencer Marketing › Who Are Micro-Influencers › Benefits of Choosing Micro-Influencers › How to Find the Right Micro-Influencers › Campaigns for Engaging with Micro-Influencers Table of Contents This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 2
  • 3. 01 Influencer Marketing - A Snapshot This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 3
  • 4. INFLUENCER MARKETING is a form of social media marketing involving endorsements and product placements from influencers - individuals who have large following on web and social media and have influence in their respective fields. › There has been a 1500% increase in Google searches for influencer marketing over the past 3 years › Influencer marketing content delivers 11 times higher ROI than traditional forms of marketing That number climbs to $11 for every $1 spent for beauty brands In 2017, brands saw an ROI of $6.78 for every $1 spent on influencer marketing In 2018, 78% of marketers used influencers to build brand awareness › 81% of them judged it to be effective Influencer Marketing- A Snapshot Discover the rising popularity of a new form of marketing i.e. influencer marketing also called as influence marketing. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 4
  • 5. 02 Creating Influencer Marketing Strategy › Influencer Marketing Strategy- Steps to Follow › Our Goals for Influencer Marketing › Our Target Audience › Buyer Persona- Sample Template › Most Popular Social Media Channels amongst Target Audience › Our Influencer Marketing Campaign › Content Formats for Influencer Marketing › Annual Budget for Influencer Marketing › Percentage of Budget Allocation for Influencer Marketing › Social Media Channels Preference for Influencer Marketing › Finding the Right Influencers – Selection Criteria › Choosing the Right Category of Influencers › Choosing Influencers: Factors to Consider › Potential Influencers for Current Campaign › Influencer Dashboard Template – Influencer’s Reach & Followers This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 5
  • 6. Influencer Marketing Strategy- Steps to Follow Get started with developing your company’s influencer marketing strategy by following this step-by-step approach. Define GOALS Identify Your AUDIENCE Choose a type of CAMPAIGN Measure ROI Select brand INFLUENCERS This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 6
  • 7. Our Goals for Influencer Marketing Mention the goals you have set for your influencer marketing campaigns, be it increase in awareness or sales of your products so that the performance can be measured by comparing to these goals. Increase brand awareness - Increase followers by 250 per week Reach 10K + new audiences Increase sales- Get $1000 sales every week Improve brand advocacy Drive lead generation- Get 50 email addresses every week Expand share of voice Manage reputation Improve customer satisfaction Link Building- To get 500+ link clicks Brand Engagement - Double the engagement on Instagram Customer Loyalty This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 7
  • 8. Geographic Demographics Our Target Audience Before you go about selecting influencers, you need to be aware of the demographics, psychographics, etc. of your target audience so that influencers can be matched with these traits. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. › Gender - XX › Occupation - XX › Education - XX › Family Size - XX › Ethnicity - XX › Age - XX › Income - XX › Marital Status - XX › Religion - XX Psychographics › Habits - Add text here › Hobbies - Add text here › Values - Add text here › Goals - Add text here › Interests - Add text here › Objections - Add text here › Challenges - Add text here › Pain Points - Add text here › Events - Add text here › Influencers - Add text here › Other - Add text here › Books - Add text here › Magazines - Add text here › Websites - Add text here Location - Add text here Sources of Information 8
  • 9. HANNAH Student I need to go to a relaxing place with nice coffee, music & ambience without it being too expensive Hopes & Dreams › Become a reputable fashion & entertainment blogger › Travel the work › Adopt a dog › Own a café › To be able to learn a new language › Not have to worry about finances Worries & Fears › Not spending enough time with family and friends › Fear of closed spaces › Text Here › Text Here › Text Here › Text Here A Day in Her Life › She is a morning person › She starts off her day with gymming She goes to gym thrice a week › She works for an IT company › She loves exploring new cafes in town › She watches Netflix › She is a neat freak & likes to keep her things organized › She likes being punctual Background › 29 Years Old › Engaged › Lives in NJ, USA › Full-time Employer in an IT company Finances › Income of $50,000 › She believes in investment › She prefers using credit card/debit card for shopping or otherwise Online Behavior › Very much active on social media apps such as Instagram, Facebook, Twitter, etc. › She keeps on exploring new apps for her use › Tend to find good deals and discounts on food and clothes What She’s Looking For › A place to detox herself after a hectic working week › Deals & Coupons › Good food and a glass of wine › Cozy seating space with nice music What Influences Her › Her mother › New fashion trends, magazines, blogs, etc. Brand Affinities › Starbucks, H&M, Michael Kors, Calvin Klein, Zara Buyer Persona- Sample Template Develop an elaborate customer persona using the below template to know more about your target customer and their likes, challenges, etc. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 9
  • 10. Most Popular Social Media Channels amongst Target Audience Also discover the most popular social networking sites that your target audience uses so that influencers in those domains can be chosen. % of US adults who say they use… Majority of Americans now use Facebook, YouTube 22% 24% 25% 27% 29% 35% 68% 73% 0 10 20 30 40 50 60 70 80 WhatsApp Twitter LinkedIn Snapchat Pinterest Instagram Facebook You Tube This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 10
  • 11. Our Influencer Marketing Campaign List all the activities you will undertake as part of your influencer marketing campaigns. It can be a combination of many strategies. › Gifts - Give away free products and services to influencers in exchange for promotion › Contests & Giveaways - Asking influencers to share your contest and giveaways with their followers › Discount Codes & Affiliates - Giving influencers their unique discount code that they can offer to their followers and giving them a percentage of each sale through them › Brand Ambassadors - Offering influencers exclusive offers, products for promoting our brand Our Chosen Marketing Campaigns › Guest Posting - Contributing content to influencer’s blog › Sponsored Content - Paying for brand’s content to be featured on influencer's blog or website › Influencer Takeover - Allow influencer to manage their social media account for a duration › Social Media Mentions - A strategy to get personalities or brands to mention your brand or post something about you Other Ideas for Campaign This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 11
  • 12. Content formats for Influencer Marketing Also choose the types of content formats that will be used as part of your marketing campaigns. It might not be possible to go with all. Instagram Post Instagram Stories Instagram Video YouTube Video Blog Posts Facebook Post Facebook Video Tweet Facebook Live YouTube Live Add text here Add text here This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 12
  • 13. Annual Budget for Influencer Marketing Based on the total marketing budget allocated to the team, the marketing manager in consultation with stakeholders decides the budget for influencer marketing. You can use a bar chart to show the budget allocated over the years & convince the stakeholders to increase this year’s budget allocation 500 700 1200 1500 2000 3000 0 500 1000 1500 2000 2500 3000 3500 2015 2016 2017 2018 2019 2020 This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 13
  • 14. Percentage of Budget Allocation for Influencer Marketing The marketing head can also show the percentage of budget allocation over the years to inform stakeholders and win a bigger share this financial year. 2 5 8 12 15 20 0 5 10 15 20 25 2015 2016 2017 2018 2019 2020 This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 14
  • 15. Social Media Channels Preference for Influencer Marketing The stakeholders as well marketing team should also be aware of the social media channels most preferred for your campaigns. Based on past performance and trends, you can allocate the budget accordingly. Instagram, 45% You Tube, 30% Facebook, 15% Blogs, 5% Twitter, 5% This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 15
  • 16. Finding the Right Influencers – Selection Criteria List down the selection criteria in terms of reach and engagement to get the best influencers for your campaigns. Influencer Category Reach Engagement Instagram Influencers 5000+ Followers 1000+ Likes YouTube Influencers 3000+ Subscribers 5000+ Views Bloggers 2000+ Views Text Here Customers 500+ Followers 20+ Comments This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 16
  • 17. Choosing the Right Category of Influencers The marketing team can also decide which category of influencers they would be choosing to run their campaigns. 10K – 50K 50K – 500K 500K – 1M 1M+ Mega Macro Mid - Tier Micro Nano 1K – 10K Followers TiersofInstagramInfluencers This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 17
  • 18. Choosing Influencers: Factors to Consider Besides the number of followers, you can choose to follow other factors such as quality of content to engagement rate to get more choices for your list of influencers. This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Quality of Content Target Audience Engagement Rate On-Brand Messaging Follower Count Previous Sponsorship Performance Trending Referral Budget Location 18
  • 19. Potential Influencers for Current Campaign Based on the criteria, list down the influencers that you have finally selected for your campaign. Name- Text Here Profile Link- Add Link Here › Followers- Add Text Here › Following- Add Text Here Name- Text Here Profile Link- Add Link Here › Followers- Add Text Here › Following- Add Text Here Name- Text Here Profile Link- Add Link Here › Followers- Add Text Here › Following- Add Text Here Name- Text Here Profile Link- Add Link Here › Followers- Add Text Here › Following- Add Text Here Name- Text Here Profile Link- Add Link Here › Followers- Add Text Here › Following- Add Text Here Name- Text Here Profile Link- Add Link Here › Followers- Add Text Here › Following- Add Text Here This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 19
  • 20. Influencer Dashboard Template – Influencer’s Reach & Followers If you have tools that let you analyze the influencer’s reach, audience and previous campaigns, that can help you to better understand the impact of the influencer. Tim Barbara California, USA Joined Date – 6 March 2018 Male, 30 Years Old 60 Reviews Fitness Lifestyle Gym 31,287 64,090 243 1243 12,300 12,870 www.timbarbara.com Total Views – 12,24,056 Total Followers – 19,763 Partnerships – 12 Total Earned – $243.00 Campaign Name Social Platform Min/ Max Views Status Start Date Fashion E Commerce 2,00,000/ 3,50,000 55% 6 Dec 2018 Fitness Products 2,50,000/ 3,00,000 33% 12 Dec 2018 Gym Trainer Program 5,50,000/ 6,50,000 87% 18 Dec 2018 2018 Top Product 4,50,000/ 5,00,000 90% 24 Dec 2018 Top Dashboard Sale 2018 7,50,000/ 8,50,000 64% 30 Dec 2018 Company 35% 65% Followers by Gender 50 - 55 45 - 50 35 - 40 30 - 35 25 - 30 20 - 25 15 - 20 Followers by Age China India Australia UK Canada Brazil US Top Followers by Location My Active Campaigns This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 20
  • 21. 03 Measuring ROI of Influencer Marketing Campaigns › Metric- Total Audience Reach & Impressions › Metric- Audience Reach & Impressions by Influencer › Metric- Total Number of Posts › Metric- Brand Engagement (Total) › Metric- Brand Engagement- Influencer Breakdown › Metric- Audience Growth › Metric- Top Locations › Metric- Age Range › Influencer Marketing Campaign Performance Dashboard › Campaign Performance Dashboard - Summary This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 21
  • 22. Metric- Total Audience Reach & Impressions Once the marketing campaign is over, you must measure the audience reached over the course of the campaign and the impressions generated. › Name of Campaign- Text Here › Duration of Campaign- February 1- February 28 0 5,000 10,000 15,000 20,000 Week 1 Week 2 Week 3 Week 4 Reach- 50, 415 Accounts reached from February 1- February 28 0 5,000 10,000 15,000 20,000 25,000 30,000 Week 1 Week 2 Week 3 Week 4 Impressions- 72,553 Accounts reached from February 1- February 28 This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 22
  • 23. Metric- Audience Reach & Impressions by Influencer Also break down the reach and impression per influencer to see which influencers were the most successful. Influencer 1 10,000 Post a 2,000 200 Post b 4,000 300 Post c 3,000 150 Influencer 2 30,000 Post a 7,000 400 Post b 5,000 350 Post c 10,000 750 Influencer 3 Post a - - - Post b - - - Post c - - - Influencer 4 Post a - - - Post b - - - Post c - - - Followers Impressions Traffic This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 23
  • 24. Metric- Total number of Posts Keep a track of the total number of posts shared during the campaign duration and posts by content type. Create a common hashtag for your campaign which can help you measure the performance of the campaign later. Posts over Time DayPosts by & Content Type 0 2 4 6 2/7/2020 2/8/2020 2/9/2020 2/10/2020 2/11/2020 2/12/2020 2/13/2020 2/14/2020 2/15/2020 2/16/2020 2/17/2020 2/18/2020 2/19/2020 Posts Image Video Posts – 335 63 272 Video Image Post by Content Type This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 24
  • 25. Metric- Brand Engagement (Total) Analyze which posts drew the best engagement – likes and comments. The feedback by customers help you gauge customer’s reactions to your products. Total Engagement – 3,065 67 2998 Comments Likes By Engagement Type 18.05% Engagement over Time Likes & Comments -100 100 300 500 700 900 1100 2/7/2020 2/8/2020 2/9/2020 2/10/2020 2/11/2020 2/12/2020 2/13/2020 2/14/2020 2/15/2020 2/16/2020 2/17/2020 2/18/2020 2/19/2020 Engagement 917 2148 Engagement by Content Type 0.06 0.05 Engagement Rate by Content Type This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 25
  • 26. Clicks Likes Reactions Shares Comments Mentions Metric- Brand Engagement- Influencer Breakdown Break down the engagement per influencer to know which were the most successful for your campaign. Influencer 1 Post a 200 1,000 150 500 85 210 Post b 300 2,000 275 650 110 100 Post c 150 1,500 200 200 22 35 Influencer 2 Post a 400 3,500 400 400 45 75 Post b 350 2,500 310 625 215 87 Post c 750 5,000 589 550 172 76 Influencer 3 Post a - - - - - - Post b - - - - - - Post c - - - - - - Influencer 4 Post a - - - - - - Post b - - - - - - Post c - - - - - - This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 26
  • 27. Metric- Audience Growth Measure the increase in your audience growth due to the influencer marketing campaign and which channel was most successful in increasing the reach. 0 20 40 60 80 100 120 140 Jan-25 Jan-26 Jan-27 Jan-28 Jan-29 Jan-30 Jan-31 Feb-01 Feb-02 Feb-03 Feb-04 Feb-05 Feb-06 Feb-07 Feb-08 Feb-09 Feb-10 Feb-11 Feb-12 Feb-13 Feb-14 Increase in Number of Followers/ Page Likes/ Subscribers Instagram Facebook YouTube This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 27
  • 28. Metric- Top Locations Record where the campaign was received the best. This can help you perfect your product, distribution, and sales strategy as well. Saint Petersburg Philadelphia Los Angeles New York London TOP LOCATIONS Cities Countries Canada Australia United Kingdom Brazil United States This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 28
  • 29. Metric- Age Range Measure which age group interacted with your campaign the most. This too can have far reaching impact on your product and sales strategy. AGE RANGE ALL 65+ 55-64 45-54 35-44 25-34 18-24 13-17 MEN 65+ 55-64 45-54 35-44 25-34 18-24 13-17 WOMEN 65+ 55-64 45-54 35-44 25-34 18-24 13-17 GENDER 41% 59% Men Women This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 29
  • 30. Influencer Marketing Campaign Performance Dashboard Present an overall dashboard of campaign performance to get a complete picture of the success and impact of the campaign. Demographics This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Campaign Summary Distribution by Channel 7.2 2% Engagement rate 9.3 23% Click - through rate Instagram, 71%, 2374 views Facebook, 17%, 614 views Twitter, 12%, 461 views 3449 Total Views 0 50 100 150 18-24 25-34 35-44 45-54 55+ Male Female Visits by Gender 30
  • 31. Post 410 Instagram Impressions 27.2M Likes 694.4K Comments 10K Campaign InsightsValue Calculator Impressions , $81.5K Likes, $104.2K Comments, $10K Total Media Value - $195.7K 40% 60% Men Women Audience Gender 2.6%Engagement rate 69.8 : 1Like to Comment Ratio Top Performers Name Here › Add text here Name Here › Add text here Name Here › Add text here Campaign Performance Dashboard - Summary Here is another marketing dashboard to present your results before the team and the management. This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 31
  • 32. 04 Micro-Influencer Marketing › Who Are Micro-Influencers › Benefits of Choosing Micro-Influencers › How to Find the Right Micro-Influencers › Campaigns for Engaging with Micro-Influencers This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 32
  • 33. Who are Micro-Influencers Micro-influencers are outdoing all other categories of influencers and are being increasingly targeted by brands. Micro- Influencers are Influencers who have between 1000 & 100,000 followers Trusted by followers & hold strong influence over their follower's purchase decisions Able to generate higher engagement than top influencers Experts in their Niche They could be: › YouTube Users › Bloggers › Celebrities › Industry Experts › Activists › Enthusiasts This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 33
  • 34. Benefits of Choosing Micro-Influencers Here are some reasons why your organization should also consider choosing micro-influencers for your influence marketing. 49% of people say that they trust recommendations by influencers to make their purchase decisions Trusted These influencers enjoy more credibility and trust among their followers as compared to mega influencers Brand Relevant They specialize in a specific niche and cater to a specific audience. This makes them more relevant and value for money High in Volume They are more in number as compared to mega or macro category and therefore produce more content Cost-Effective They charge less than mega influencers with millions of dollars making it less expensive to invest in them which is ideal for startups and small businesses Are Loyal Positive brand affinity owing to frequent purchase and experience Will Advocate Will advocate brands they like or their followers might like Higher Engagement The more followers an influencer has, lesser is their engagement. Micro influencers have high engagement with their followers Higher Conversions Because of higher engagement and trust, micro-influencers have higher conversions. Estimated to boost sales of a brand by 300% This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 34
  • 35. Search with the Relevant Hashtags & Find Most Popular Results- Check their Followers, Posts & Engagement › Use Google Search to find top followers region wise › Research top accounts › Hire an influential marketing agency › Use tools like Ninja Outreach, Insightpool, etc. How to find the Right Micro-Influencers Since there are thousands of micro-influencers, you can use the following criteria to find the most active influencers on social media. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 35
  • 36. Send them freebies Take over a brand’s social media account for a fixed period of time Sponsor unboxing videos Ask for Reviews 01. 02. 03. 04. 05. Promote Giveaway Campaigns Campaigns for Engaging with Micro-Influencers Choose how you intend to use micro-influencers and reach out to them for collaboration. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 36
  • 37. Creating Influencer Marketing Strategy & Measuring its ROI Icons Slide
  • 39. Agenda 9:00am-10:00am Agenda 01 10:00am-11:00am Agenda 02 11:00am-12:00pm Agenda 03 12:00pm-01:00pm Agenda 04 01:00pm-02:00pm Agenda 05 39
  • 40. Company Introduction Target Audiences This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Preferred By Many This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 40
  • 41. Vision This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Mission This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Goal This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Our Mission Vision value 41
  • 42. Awareness This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Quality This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Success This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Our Goals 42
  • 43. Organization Chart Annie Spratt Text Here Valentin Wallet Text Here Martin Sanchez Text Here Fernando Reyes Text Here Paweł Czerwiński Text Here Levi Ventura Text Here Irene Kredenets Text Here Jonathan Borba Text Here Alfred Kenneally Text Here 43
  • 45. Bar Chart Template 220 210 180 150 100 80 350 270 230 200 150 100 0 50 100 150 200 250 300 350 400 450 500 550 600 2020 2019 2018 2017 2016 2015 YEARS 01 Product This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 02 Product This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 45
  • 46. Pie Chart Template 40% 20% 30% 10% This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Text Here 46
  • 47. Marketing Dashboard Template This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. High Speed on 81 % 01 02 03 04 47
  • 48. Linear Diagram Text Here This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Text Here This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Text Here This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Text Here This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Text Here This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 48
  • 49. Circular Diagram This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Text Here 49
  • 50. Marketing Roadmap Template Nov 2019 Company’s Strategic Assessment Completed 01 Dec 2019 Confirm Management Expectations 02 Jan 2020 Development of HR Architecture 03 Feb 2020 Development of HR Architecture 04 Mar 2020 Business Process Mapping 05 Apr 2020 Add Text Here 06 May 2020 Add Text Here 07 50
  • 51. We Just Want to Say Address # street number, city, state Contact Number 0123456789 Email Address emailaddress123@gmail.com Thank You Slide 51