The second element of the assignment is to consider the importance of influencers to penetrate a new market and how they can assist a company get traction by utilising their power.

1. importance of influencers
Influence marketing is a key marketing style that focuses
on using influential people to share a brand’s message with
their chosen audience. Influencer marketing is beneficial
to businesses because it arguably creates more
meaningful engagement than traditional advertising.
Influencers have a very trusted voices. They are real and
appear unbiased.
Come on, let’s get started.Visit www.corkscrew.io for more
Confidence in
leadership

2. Influencer marketing is not new
so why the big interest now?
There is nothing new and unique about the concept of influencer marketing, it’s built purely on the foundation of word of mouth. It’s
current interest is just more relevant in a world of interconnectivity through the birth of the internet and social media.

3. push
marketingTraditional marketing was all about
pushing advertising to customers. If you
could shout loud enough you could
convince the audience to buy, but in a
crowded market this is no longer
working!
No longer effective

5. Traditional mass marketing has
been replaced with the arrival of
tribe mentality. Using the internet
to connect with like minded
individuals and influencers to
spread your message.
Connect through tribes1
Finding your brands tribe
A company should be looking for those tribe leaders who are influential within their community, to look for those who have a shared vision/mission
and connect with them in a mutually beneficial capacity to share your content to their tribe.

6. Find tribe leaders
It’s not vital to find those that are
aligned with your brands vision and
connect with them in a way they
understand. They will then share your
story with their community.
Connect with
likeminded

7. To enable a brand to increase it’s authority in it’s
industry or sector.
IMPROVE BRAND ADVOCACY
1
To reach a wider audience of engaged and likeminded
customers with a brand.
Expand brand awareness
2
Enable a company to reach a newly identified target audience,
especially beneficial for startup with new product/.
Reach new targeted audiences
3
Why brands use
influencers in business.
Companies are understanding the importance of storytelling
for marketing and customer retention. Customers no longer
just want to purchase a good or service on cost/quality, but
now also on the vision and story behind the business and
individuals involved with running it.
People trust people, so having someone within your
community endorse a company will increase conversions.
Improve sales conversions
4

8. 92% of the world trusts peers above
all other advertising.1
419million people actively block web
adverts.
2
83% of buyers prefer 3rd party opinions
when evaluating vendors .3
Why brands use
influencers in business.
Companies are understanding the importance of storytelling
for marketing and customer retention. Customers no longer
just want to purchase a good or service on cost/quality, but
now also on the vision and story behind the business and
individuals involved with running it.
65% of brands now run influencer
marketing campaigns.
4

9. Finding the right influencer for
your brand will be the key to your
success. It’s about finding an
individual that shares your
passion and vision and has an
engaged and active community.
Connect: Who are the key
influencers
You’ll need to create content that not only
resonates with your influencer, but also
with their community. You can create blogs,
social posts or presentations that they can
give on your behalf. Provide the content for
them to share.
Create: it’s vital to develop
authentic content
You’ll need to look at all the relevant
channels to amplify the content shared
by your influencer. You can use your
own offline and online channels and
advise your influencer to do the same
for maximum impact.
Amplify: Utilize the relevant
mediums to boost exposure
components of a successful influencer campaign
There are three main components to a successful influencer marketing campaign. By following these three critical steps you
will be able to develop a campaign that has maximum impact and success for your brand.

10. Who are your brands
influencers?
Influencer marketing

12. 2. Magic middle
tier
Community leaders & bloggers
What does an influencer look like?
There are three main tiers of influencers. Most influencer marketing programs will engage with individuals in all three tears, however, it may be
that within the startup community it is easier to engage with the 2nd and 3rd tier due to financial constraints.
The three tier
influencers
3. Micro or mini
influencers
Fans & local experts
1. Macro or
celebrity tier
Journalists & celebreties

13. Instagram users with less than 1000 followers have
8% engagement, compared to 2.7% for 10,000 .
Better engagement rates
1
Those following micro influencers are more likely to
share the interests of the micro influencer..
More targeted followers
2
Some celebrities can command up to $75,000 for one post, a
micro influencer will do for far reduced rate, or even free.
Micro are more affordable
3
The magnificent micro
influencers.
The celebrity influencers bring great rewards, but at great
costs. For most startups engaging with the top tier is not a
feasible option, however, there are a lot of benefits of
engaging with the micro-influencer or those that have
followers of between 1000 > 10000 followers. These
influencers have higher engagement and are more accessible.
With Social Media algorithms looking for real and
unsponsored posts, it’s all about authenticity..
They are more authentic
4

14. What type of content should you
create for success.
Influencer marketing

15. …or it’s staff!

19. How can I amplify for maximum
exposure to the community?
Influencer marketing

21. 2. create
Develop engaging content
CHALLENGE two | influencer marketing
The second challenge of the Corkscrew Innovation Experienceship is to develop an influencer strategy for a local startup. Understand the core
message of the startup and find the most relevant influencers and advise on how to connect and grow. Begin!
Influencer
marketing
3. amplify
Distribute through channels
1. connect
Identify key influencers

23. Key resources for influencer marketing
We’ve collected some of the most up to date material and info on influencer marketing that you can download and access to assist in your
understanding of the key aspects of creating successful campaigns.

24. Research and understand your clients current target
audience.
Understand current target audience
1
Look at where and how the client shares their story to
the chosen audience (include what platforms they use).
Analyze current messaging
2
Research and suggest key influencers in the new market and
highlight the reasons for your choice.
Identify new country specific influencers
3
Key steps in project.
Over the course of the assignments there will be some key
milestones to complete to hand back a successful project to
the client. You will need to connect directly with your client
to arrange the initial meeting and understand key
communication over the course of the project, and also to
arrange a convenient time to present back your suggestions.
Suggest how the client can adapt their tone/type of messaging to
connect more effectively with the new audience..
Suggest messaging tweaks for new target
4

25. www.corkscrew.io
Let’s Get
Started!