The document discusses trends and best practices in influencer marketing for big brands. It provides case studies of influencer marketing campaigns by MGM Resorts, Dell Technologies, and SAP. The key lessons from the campaigns are that creating FOMO through live influencer content can be powerful for MGM Resorts, co-creating content allows for mutual value between influencers and Dell Technologies, and interactive influencer content that creates experiences inspires action for SAP. The document also analyzes tools for influencer marketing including BuzzSumo, Izea, Linqia, Traackr, and Onalytica.
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ü Understand possibili9es
ü Be specific
ü Any content can use
influencer co-crea9on
ü Map goals to metrics
1. Influencer Content Best Prac9ce: Goals
Diagram: Onaly9ca, Defini9ve Prac9cal Guide to Influencer Rela9onship Management
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ü Match influencer channel with the ask
ü Give them the goal and control
ü Make it easy
ü Set expecta9ons, give examples &
deadline
ü Ensure compliance, employ
governance
ü Organic vs. Paid – very different asks
ü Use a modular approach & repurpose
3. Influencer Content Best Prac9ce: Co-Crea9on
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ü Share goals, examples & resources
ü Set expecta9ons
ü Make it easy: prewrite shares
ü Provide SEO 9ps, social 9ps
ü Inspire organic shares
ü Target with paid
ü Communicate progress
ü Always do a last call!
4. Influencer Content Best Prac9ce: Amplifica9on
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ü Metrics for influencers
performance
ü Metrics for influencer
community performance
ü Metrics for content
performance
5. Influencer Content Best Prac9ce: Measure
Diagram: Onaly9ca, Defini9ve Prac9cal Guide to Influencer Rela9onship Management