Managing Influencer Campaigns Part Two: Campaign Planning

Managing Influencer Campaigns Part Two: Campaign Planning

December 19, 2016 4:56 pm

Most marketers are familiar with influencer campaigns.  But what often goes unnoticed are the efforts to develop, plan, and execute a successful campaign.  In the first part of our multi-part series entitled “Managing an Influencer Campaign,” we discussed how ideation plays a pivotal role in campaign success. Trending Family manages influencer campaigns from start to finish including strategy and execution.

During planning, marketers must decide:

  • What is the goal for the campaign? Is brand or product awareness the main KPI?  Perhaps driving e-commerce sales for the holidays is the goal?  Prior to jumping into a campaign, brands must conclusively decide their success metrics.
  • What kind of campaign do we want to run? Think about who you’re trying to target and what you’re trying to achieve.  Do you know what type of content will engage that audience?  Do you know what media format (video, pictorial, text)?  How many influencers are you looking to activate?
  • What should be in the campaign brief? Brands must succinctly communicate to influencers exactly what is expected from the partnershipThese 1-2 page briefs aim to answer questions like: What is the full scope (how many posts, which platforms, etc.)?  What are the required talking points/key messaging? What is the Call-to-Action? What is the timeline?  What are the FTC disclosure requirements?

Finding Your Influencers

How important is it to find the right influencer for your brand?

“Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer.” – Twitter

When searching for influencers, it’s crucial to look beyond the numbers. In general, engagement is more important than reach. How often is the influencer posting on each specific platform? How often is the influencer directly engaging with their audience? How many comments, likes, and shares do they typically receive?  For example, an influencer with 50,000 followers could have a much more engaged audience than an influencer with 500,000 followers, even in the same content vertical!

Trending Family has built strong, personal relationships with its roster of top-tier, family-friendly influencers. Brands and agencies looking to drive awareness, sales, engagement, customer acquisition, UGC, or expand social influence can leverage Trending Family’s expertise and connections to drive results.   For assistance managing your next influencer campaign, contact Trending Family today!

 

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