Influencer marketing is a line in the budget now. Brands now agree that some percentage of their voice needs to come from others’ voices – genuine, authentic, relatable voices. Consumers rely on these voices of influence to make purchase decisions. Marketers find that Influencer Marketing programs can return an ROI superior to some traditional media. And even the ANA has now recognized Influencer Marketing as an important marketing discipline, right beside event marketing, content marketing, shopper marketing, etc. But it hasn’t all been rainbows and butterflies…

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I N F L U E N C E R M A R K E T I N G :
G U I D E T O B R A N D S A F E T Y
J U LY 1 9 , 2 0 1 8

2. IT’S A REAL DISCIPLINE COMING OUT OF IT’S INFANCY
49% of consumers rely on influencers for purchase recommendations -
AdWeek
11X higher ROI from influencer marketing vs. traditional – Nielsen Catalina
Solutions
2018 - ANA steps up its focus on Influencer Marketing:
• Acquires WOMMA – industry association representing the
Influencer Marketing discipline.
• Issues year long study on Influencer Marketing and its growth in the
Marketing Industry.
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INFLUENCER MARKETING RECOGNIZED
AS LEGITIMATE DISCIPLINE
2012 -->: SOCIAL INFLUENCE
TAKES OFF + GROWS RAPIDLY
2004 - 2011: GROWTH OF
SOCIAL MEDIA PLATFORMS
2004: BLOGGERS TAPPED FOR
BRAND TIE-INS
In less than 15 years, Influencer Marketing has emerged as a
new effective marketing + media channel for brands. TIMELINE OF INFLUENCE
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3. 3
BUT IT’S SHOWING SOME GROWING PAINS

4. 4
REGARDLESS, IT’S HERE TO STAY!
$101Billion 51%
75%
- ANA Study, 2017
- Tomoson - ANA Study, 2017
(…to just quote a few!)
Total brand spending on influencer
marketing was $81 billion in 2016
and is projected to reach
$101 billion by 2020.
of marketers believe they get better
customers from influencer marketing
simply because the relationship is
based on trust in the influencer.
of brands state their company is
currently using influencer
marketing and 43% plan to
increase influencer budgets.

5. BRAND SAFETY
=
BRAND SUCCESS

6. UNDERSTAND THE
PLAYERS
STEP 1:

7. 7
KNOW WHO’S WHO
AND BE AN INFORMED PURCHASER OF SERVICES
FULL SERVICE INFLUENCER
MARKETING AGENCIES
General | Specialty
THIRD PARTY
VERIFICATION SERVICES
SAS PLATFORMS
With | Without Managed Service
AGENCIES WITH ADD-ON
INFLUENCER SERVICES
Media | PR | Shopper | Etc.
IN-HOUSE DEPARTMENTS
Outside Resource Supplementation
TALENT AGENCIES
With | Without
Campaign Mgmt. Services

8. PROS
• Easier access to identifying influencers in social ecosystem.
• Provides for DIY campaign management.
• Streamlines information and organization.
• Some have other useful features and functionality.
CONS
• Most platforms don’t actually know the influencers on a personal level –
still must approach at your own risk.
• Platforms don’t eliminate the need for ‘human’ resources – many man-
hours - to manage campaigns closely, outreach, follow-ups, negotiations,
data analysis, etc.
• Not all platforms are created equal! You must do your research, due
diligence and test for your needs.
INFLUENCER
PLATFORMS
Software tool that reduces
administrative tasks and
streamlines program execution –
search + catalog influencers,
communicate with influencers,
facilitate campaign content
management and ease campaign
reporting.
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9. PROS
• All Full-Service Influencer MarketingAgencies:
– Take the ‘problem’ off your desk.
– Highly experienced and efficient at finding influencers, managing
campaigns, legal compliance, tracking and reporting.
– Understand how to amplify distribution of content and drive best
program ROI.
• Specialty Agencies:
– Very knowledgeable about social influence in their specialty, helps to
avoid category pitfalls.
– Have personal relationships with Influencers in their specialty – secure
deals with hard-to-attain influencers and at good rates.
CONS
• General Full Service Agency – lack depth of relationship and strategy in
any one specific vertical; puts more burden on brand to manage.
• Specialty Full Service Agency – if campaign warrants influencers from a
variety of categories, specialization no longer an advantage.
INFLUENCER
MARKETING
AGENCIES
1. General Full Service Agency –
covering all marketing verticals, fully
managing all aspects of influencer
campaign.
2. Specialty Full Service Agency –
specialize in specific vertical/s
(entertainment, health + wellness,
beauty, fashion) and/or follower size
or platform (micro-influencers,
Instagram, etc.) Also manage
complete campaigns.
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10. PROS
• If you mange your influencer activity in-house with a DIY model, then
working with talent agencies can be an efficient way to secure key talent
you want.
• If you are looking for just a few high following, social celebs, most of
them have talent agents, so working directly with their agent is all you
might need.
• This is also a good option when looking to build a long-term relationship
with one or two celeb influencers.
CONS
• Could lack objectivity in surveying a larger universe for your assignment.
• Can masquerade as a general influencer agency, yet skew
recommendation to those where they might garner ‘double fees’ –
playing both sides of the fence.
• Miss good influencers who shy away from working with Agents since they
feel there could be restrictions or biases.
TALENT AGENCIES
Representation of influencers with
varying followings, often
representing those with larger
followings. They represent the
social influencer talent to brands…
and in many cases will now manage
campaigns for brands that include
their talent.
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11. ASK KEY QUESTIONS
(every single one of them)
STEP 2:

12. WHAT MAKES YOU
DIFFERENT AND
WHAT ARE YOUR
STRENGTHS?
CHOOSE YOUR
PARTNERS WISELY
AND BE SURE
YOU’RE ASKING
THEM THE RIGHT
QUESTIONS
Does Their Strengths =
Your Needs

13. WHAT MAKES YOU
DIFFERENT AND
WHAT ARE YOUR
STRENGTHS?
CHOOSE YOUR
PARTNERS WISELY
AND BE SURE
YOU’RE ASKING
THEM THE RIGHT
QUESTIONS
WHAT SERVICES DO
YOU OFFER?
Strategy? Campaign Concept
Development? Media +
Amplification Services?
Experienced Execution Teams?
Analytics Staff?

14. CHOOSE YOUR
PARTNERS WISELY
AND BE SURE
YOU’RE ASKING
THEM THE RIGHT
QUESTIONS
HOW AND WHERE
DO YOU SOURCE
YOUR
INFLUENCERS?

15. CHOOSE YOUR
PARTNERS WISELY
AND BE SURE
YOU’RE ASKING
THEM THE RIGHT
QUESTIONS
HOW DO YOU VET
INFLUENCERS AND
HAVE YOU WORKED
WITH THEM
BEFORE?

16. CHOOSE YOUR
PARTNERS WISELY
AND BE SURE
YOU’RE ASKING
THEM THE RIGHT
QUESTIONS
CAMPAIGN
IMPRESSIONS – DO
YOU REPORT
ACTUAL OR
POTENTIAL
IMPRESSIONS?

17. CHOOSE YOUR
PARTNERS WISELY
AND BE SURE
YOU’RE ASKING
THEM THE RIGHT
QUESTIONS
WHAT % OF YOUR
PROGRAM
IMPRESSIONS +
ENGAGEMENT ARE
TYPICALLY DRIVEN
BY ORGANIC VS
PAID?

18. e
CHOOSE YOUR
PARTNERS WISELY
AND BE SURE
YOU’RE ASKING
THEM THE RIGHT
QUESTIONS
CAN YOU HELP ME
INTEGRATE USE OF
INFLUENCERS INTO
OTHER PARTS OF
MY MARKETING
PLAN?

19. BE ALERT!
THE BIG
WATCH-OUTS
STEP 3:

20. FAKE FOLLOWERS?
UNFORTUNATELY IT IS REAL.
WHAT IS THIS ‘FRAUD’ TALK ALL ABOUT?
• The purchasing of followers and engagements - an easy way for
influencers to boost their followers and apparent
effectiveness… and justify higher fees from brands.
– Buying Followers
– Buying Likes + Comments
• Some influencers have acquired fake followers without even
knowing it… they’ve been played as well.
• Others have ways of ‘gaming’ the system (this is not fraud!), for
example, Influencer Circles, where Influencers group together
to support each other through post likes + comments,
attendance at Twitter parties, etc.
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21. THERE’S A COST.
What this means for you?
• Wasted brand dollars.
– Content is going to unintended or unreal audiences.
– Pricing is higher than you should be paying.
• Skewed campaign results.
– Program results and analytics become compromised vs.
actual and definitive.
• Disingenuous Influencers might cause you other problems if
their integrity is questionable.
• Negatively impacts the reputation of the social ecosystem.
– Makes for bad headlines, nervous brand stewards.
– Hurts the ‘good ones’, those upholding quality standards.
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22. FAKE FOLLOWERS, FAKE
ENAGEMENTS
What to watch for:
• The obvious:
– Unusual spikes in following + engagements.
– Out of context comments or emojis.
– Canned or repetitive responses.
• Platforms that can get you ‘anybody and everybody.’
– Just because they have a social media account,
doesn’t mean they are a quality influencer or
valid voice for your brand.
• Policing of influencers by your agency partner –
how are they evaluating and watching them?
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INORDINATE NUMBER OF COMMENTS
IN A FOREIGN LANGUAGE
SIMILAR COMMENTS ON MULTIPLE POSTS
IMPLAUSABLE SPIKE IN INFLUENCER
FOLLOWERS

23. CONSIDER USE OF THIRD PARTY
VERIFICATION SERVICES
Third party verification services evaluate, track, audit and
measure influencers and influencer marketing activity.
Why you may want to consider these:
• If agencies are not getting actual influencer account data,
want to verify their results gathering is accurate.
• Provides credibility for both your agency partner and the
influencers they are working with.
• Ensures management of your brand safety guardrails.
• Provides for proven data and usable analytics.
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24. SOMETIMES NOTHING
REPLACES HUMAN ANALYSIS
Ensure there is “human help” to vet through influencers –
technology can’t do it all.
Why? Because…
• Real people delivering real messages to real audiences –must
be managed by REAL PEOPLE who can evaluate:
– If influencer’s values align with your brand’s.
– The real quality of their content.
– What other brands they’ve worked with in the past and
the content engagement rates.
– Whether any of their past work, comments, shares are
questionable in nature, ethics, beliefs, etc.
– Whether or not an Influencer is easy or difficult to
work with.
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25. LASTLY, STAY ON THE RIGHT
SIDE OF THE LAW
“FTC requires disclosure if there is a connection between an
influencer and the marketer that might materially affect the weight
or credibility of the endorsement and, if consumers knew about such
connection, it would affect how consumers evaluate the
endorsement.”
Why follow the rules?
• So you and your company lawyers don’t spend an ungodly
amount of hours (and $$$) in a courtroom.
• It’s simple… to follow FTC guidelines, use the approved
hashtags, comply with platform rules, and your content will be
a-okay:
– #paid, #ad, #sponsored, #promotion, #brand_employee,
#brand_ambassador
‘NO, VIRGINA, A FREE SAMPLE DOES = PAYMENT!’
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26. BUT WAIT, ISN’T THIS
ABOUT THE
INFLUENCERS AND
THEIR INFLUENCE FOR
YOUR BRAND?

27. THINK LIKE AN
INFLUENCER
STEP 4:

28. 5 THINGS
AUTHENTIC
INFLUENCERS
WANT YOU TO
KNOW…
“I prefer a partnership
vs. a transaction”
#1 I’M A REAL PERSON AND I WORK HARD.
Respect me.
#2 I CARE WHAT BRAND/S I WORK WITH.
No, I don’t work with just any brand.
#3 YOU SHOULD CARE ABOUT MY OPINION.
Pre-packaged message ≠ authentic storytelling.
#4 I’M NOT JUST IN IT FOR THE $$$.
I prefer to be your brand champion + partner.
#5 MY BRAND MATTERS TO ME TOO.
That’s why I won’t say or do just anything.
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29. The Greatest
Wealth is Health.
K a r e n K o s l o w
M a n a g i n g
P a r t n e r
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