Yesterday we hosted our fourth Influencer Marketing Huddle event, gathering senior marketing and PR professionals from B2C, B2B and Not-for-profit brands to bounce ideas and experiences off each other, listen to brand & influencer panels, presentations & case studies and participate in practical workshop sessions where they can effectively create their strategies and outline next practical steps. Attendees left the room with an abundance of excitement, feeling inspired and full of knowledge and ideas.
Of course, nothing beats being in the room in and amongst the atmosphere, but Onalytica are all about educating and helping the industry to not just do influencer marketing, but to do it well. So as we begin to round up 2018 and start planning for 2019, we want to let you in to a few of the top tips shared with the group from the influencer marketing experts, brand experiences and the influencers themselves, around influencer best practice. From identifying influencers and engaging with them, through to measuring the success of the program.
1. HAVE A CLEAR DIRECTION
Our first presentation of the day was from Teri Donovan, EMEAR Audience Expert & Head of Campaigns at Cisco, who shared a case study on how Cisco created their influencer marketing program. She kicked off her presentation with a personal story about her and her husband spontaneously buying a boat. They didn’t know where they wanted to go, or how to do it, but they did it. When they set off on their first journey, they had no real plan or strategy in place, so consequently came across lots of hurdles, such as running out of food and having to trek for miles to find a pub to eat.
This is a great analogy of how lots of brands first approach influencer marketing. Influencer marketing is a huge buzzword at the moment, so lots of brands are starting to do it, simply because they think they should. But they’re starting it blindly without a real plan, strategy or set of objectives in place. So consequently, they hit hurdles and do not reap the full potential.
— Leer en www.onalytica.com/blog/posts/influencer-marketing-tips-going-into-2019/