Apply the Secrets of Influencer Marketing
Sara Hopkins, Buffalo Wild Wings
Session Recording and Slide Deck
Sara Hopkins is the manager of influencer content and sub-culture at Buffalo Wild Wings. She will discuss where to start and how to find the right creators, what the best practices are for working with creators, and understanding KPIs to effectively showcase influencer value.
Establish Campaign Goals (5:45)
Where in the funnel do you want your influencer campaign to hit? There are three stages to consider: awareness, interest, and action.
Awareness: Get in front of as many consumers as possible in your target audience
Interest: Start conversations and generate web traffic
Action: What action do you want users to take? Examples are app downloads and purchases
Choosing the Right Creators (6:52)
Who is your target following? Here are key factors to keep in mind when searching for an influencer to work with:
- Engagement rate
- Audience size
- Audience location
- Influencer type (creator, celebrity, athlete)
- Conversion rate (action campaign)
- Bot account percentage
Best Practices (15:38)
Tell the influencer exactly what to post. This is inauthentic for the creator and their brand. Treat the influencer like an agency. Treat them like a brand.
Get the influencer/agent excited to work with you
Give the influencer a brief
Have a contract
Give the influencer a point of contact
Be flexible with timing
Lean on the influencer creatively
Meet the influencer at his/her experience level
Give Your Influencers Content Opportunities (19:17)
Give your influencers content opportunities. Foster environments where they are able to naturally be creative and create content. Here are some examples of how you can create the environment:
- PR Packages
- Comments on posts
- Send them somewhere
- On-site activities
- Bring influencers together
Influencer Brief (20:30)
Do not underestimate the brief. This is what creators will reference while making content. Give the influencer a clear construct of what you want them to do. Include a campaign objective, key messaging, content requirements, and deadlines.
Understand Campaign KPIs (21:27)
Define your metric prior to the campaign, and make sure everyone is on the same page and speaking the same language.
Awareness: Brand lift, Reach, Engagement
Interest: Click through, Engagement, Website traffic
Action: Website traffic, Installs, Sales, Cost per acquisition
Content: Quality, Speed, Cost per asset
Unit Costs for…
Awareness: Audience reach, CPM
Interest: CPE, CPC
Action: CPC, Target cost per acquisition
Content: Cost per asset
There is no “official” Instagram engagement rate formula, but there are methods to compare different Instagram accounts, social networks, and performance on Instagram.
DO THIS: Look at your own brand and determine which KPIs make the most sense for your business. Use these as a guide to determine the type of campaign and success benchmarks for working with an influencer.