This document provides an overview of influencer marketing, social media marketing, and branding strategies. It discusses how influencer marketing can drive sales, awareness and authenticity. It outlines best practices for finding influencers, measuring success, and minimizing risks. It also covers how to prepare brands for influencer partnerships and implement effective influencer programs. Additional sections explore social media tactics on Instagram, the pillars of social media marketing, and tips for creating engaging sponsored content. The document concludes with strategies for magnetic branding, co-marketing, and building an adaptive agency.

1. Influencer Marketing, Instagram
Marketing, and Branding:
The Ultimate Slide Deck for Marketers
Produced By:

2. Overview Topics
- Influencer Marketing
- Social Media Marketing
- Branding
- Agency Strategy
- Lessons Learned

3. Influencer Marketing

4. What Is Influencer Marketing:
- Influencers drive sales, brand
awareness, and brand authenticity.
- They are close to their community
(depending on their “tier”).
- They care about their personal brand.
- Mission and values are very important to
influencers.
- They want to promote companies and
products they would recommend to their
friends and family.
- A “good fit” works both ways (product to
influencer and vice versa).
Benefits:
- Today’s buyers are mostly in the
“discovery stage” of shopping.
- 92 percent of consumers trust peer
recommendations, while only 33 percent
of consumers trust ads. This makes
influencer marketing highly effective and
valuable.
- Influencers can be a cost effective
marketing strategy (depending on
influencer “tier”).
- Influencers can align and promote client
brand mission.
- Influencers know their audience very well.

5. How to Prepare Your Brand for Influencer
Marketing
- Evaluate your clients’ brand values and brand persona. Understand the brand’s
message. Ask:
- What is your message?
- Who is your target?
- What are you brand goals?
- What are your marketing goals?
- On-target branding helps improve influencer relationship ‘fit’.
- An amazing influencer can be a bad fit!
- Influencer partners should match and compliment your brand.
- Which influencers “makes sense” when paired with your client’s brand?
- Does their mission (personal, political, etc.) align with your client’s brand
and/or your target audience?

6. Steps To Implementing An Influencer Program
- Build contact bases
- Outreach programs
- Compensation
Invest
- Follower count
- Engagement
- Brand affinity
Identify
- How they drive
campaigns
- KPIs
- Double down on what
moves the needle
Measure
- Tools and resources
- Connect them
- Help them reach goals
Support

7. Influencer Marketing
Basics
How To Find Influencers
- Build relationships within your clients’ niches.
- Keep your arms and ears open.
- Google search “top X influencer.”
- Find them on social channels.
- Use software: Curalate, Dash Hudson etc.
- Ask around!
Choosing Influencers
- Know deliverables before searching for the
right fit.
- Investigate follower reach and compare your
engagement needs.
Pricing And Content
- Industry standard price is $100 per 1,000
Instagram followers.
- Influencers accept:
- Paychecks
- Gifts (i.e. products)
- VIP access/treatment to company
and partner opportunities and events,
- Event access
- One feed post and two story features per
month.

8. Ask Your Influencers...
- What platform(s) do they use?
- Does this align with your client’s brand needs? Will it engage the right
audience?
- Where do they have the biggest/best following?
- Can this number move your client’s marketing needle?
- What are their values (their mission, their creative vision)?
- Does this fit with your client’s brand?
- What type of influencer are they?
- What is their engagement rate?
- Are they direct or do they work through an agency?
- What deliverables can they give you (the more you ask for, the more expensive it
becomes)?

9. Measurement, ROI, and
Risk
Risk
- Always vet your influencer’s
audience and the audience they
create for you.
- Watch for bots.
Compliance
- Ensure that your influencer partner
is posting according to FTC
compliance (uses #ad
#sponsored).
Measurement
- Assess their performance on
qualitative and quantitative levels.
- Arm yourself with industry tools to
help you vet their success.
ROI
- Re-use influencer campaigns to
maximize ROI.
- Expect a return of ~$6.50 for every
$1.00 spent.

10. Working With Influencers: 10 Takeaways
1. Treat them like advocates.
2. Let them do their job!
3. Influencers know their audience.
4. They want to express their creative freedom.
5. Brand affinity matters.
6. Build a relationship.
7. Support your influencers.
8. Encourage transparency.
9. Influencers offer branding opportunities.
10. Influencer marketing need not only be product promotions.

11. Social Media Marketing

12. Getting Seen: Instagram Marketing Tactics
Branding
● Your feed should
reflect your brand.
● Define your look.
● Voice, tone, and
language helps
establish your
brand.
● Be consistent with
everything.
● Only post what your
audience will
respond to.
Aesthetic
● Colour choice
matters.
● Plan your feed.
● Market
creatively.
● Space out sales
posts.
Stories
● An opportunity to
“humanize” your
brand.
● Include text.
● Test out the
features.
● Spread stories
throughout the
day.
● Include CTAs.
● Less is more!
Engagement
● Engage with
people.
● Invest in quality
audience
members.
● Use niche tags.
● Make your
followers feel
loved.
● Asking users for
UGC.
● Be generous.

13. 4 Pillars of Effective
Social Media Marketing
1. Organic Outreach
- Fueled by: amplification, expert content, social
media savviness, and goodwill.
- Start conversations and build community.
- Be proactive, human, and patient.
2. Blending The Funnel
- SMM should benefit brand and bottom line.
- Blend amazing content with exclusive offers.
- There is a sweet spot in social media marketing
and funnel integration.
3. Community Rewards
- Provide value to the community.
- Woo your community and praise them with
gifts.
- Use formal and informal rewards to promote a
sense of community.
4. User Generated Content
- Don’t be self-promotional all the time.
- Be selfless sometimes and share!
Combine these four pillars to
succeed!

14. Sponsored Content
Secrets
Create Meaningful
Audience Relationships
By:
1. Knowing your audience.
2. Solving your audience’s
problems.
3. Partnering with the right
people.
4. Only posting top-quality,
strategic content.
Your branded and sponsored content
must:
- Stand out.
- Be innately shareable.
- Integrate with various platforms.
- Beckon audience love and appreciation.
- Be about education, not sales.
Why?
- Algorithms are always changing.
- Paid content reach has decreased by 25
percent.
- Audience likes, shares, and comments
will push your content to the top to get
noticed.

15. Branding

16. Magnetic Branding: Drawing In The Audience
What Is It?
- Branding that draws the audience in.
- Brands with a “cult-like” following (think La
Croix, Patagonia, Brit + Co., Cards
Against Humanity etc.).
- Inspires the masses to be part of an
“experience.”
- Communicates the company’s POV in a
compelling way.
- A creative brand that connects with its
tribe, and is personally relevant.
Help Get Your Client’s Brand To
Become Magnetic:
- Ensure your client’s brand is rooted in
something they believe in.
- Get them to say “this is who we are.”
- They must have a POV, purpose, or
reason to exist.
- Ensure that they are actually doing “it.”

17. Attracting People To A Brand
Create Personal Relevance
- Represent what the brand
aspires to be.
- Who do they want to reel in?
- Based on an emotional
connection.
- How can you portray your
clients’ brand “truth?”
Establish Personality
- Personality is the primary
and lasting component of
brand impression.
- Personality must be
expressed authentically.
- Transparency will help
you get at the heart of your
clients’ brand personality.

18. Co-Marketing: Your
Next Branding Booster
5 Co-Marketing Goals:
1. Maintain brand authenticity.
2. Partner equally and fairly.
3. Partner with a brand and with
influencers who are a good fit.
4. Use co-marketing to make your client’s
brand more relevant.
5. Work with people who know their
audience.
Connecting with the target audience in a creative
way is the new normal.
Co-marketing helps you connect with your target
audience in a new way through a new
perspective.
This can be a breakthrough marketing
experience that significantly improves your
clients’ brand awareness, personality, brand
affinity, and sales success.

19. Agency Strategy

20. Building The Agency Of
The Future
Thriving agencies are:
- Adaptive
- Resourceful
- Efficient
- Disruptors
- Agile
- Data-driven
- Nimble
- Iteration accepting
- Ready to do an executive
overhaul
Consistently have an honest conversation with
yourself to encourage improvement.
Ask:
- What am I doing?
- Who are my partners?
- Who am I surrounding myself with?
- What am I good at and what am I not?
Build a solid team based around these facts.

21. Credits
A special thanks to Mariya Spektor, Hannah Diffenderffer, and Jennifer Nolasco of Incredible Marketing
for sharing their conference notes with HeyOrca.
The following Social Media Week Los Angeles presentations were sources for this content:
● Authentic Storytelling: Designing Narratives Around Cultural Identity: Kristin Chirico, Chantel Houston, Devin Lytle,
Meghan Moeller, Freddie Ransome, Jen Ruggirello
● Beyond Transactional: How to Build Lasting Influencer Relationships: Sarah J. Gim, Daisha Graf, Lia Haberman,
Anna Victoria
● Bridging the Gap: How Influencers Can Help Brands Transform Their Agenda Into Advocacy: Olya Hill, Zoe Marans,
Karin Swanson, Dana Wade
● Building A Magnetic Brand: Attracting the Right People in a Hypersegmented World: Marc Landsberg
● Building the Agency of the Future: Fireside Chat with Jean Freeman, CEO, Zambezi:Jean Freeman, Terry Stanley
● Creating Good with Brit + Co and Kia Rio: Kimberley Gardiner, Anita Maiella
● How to Use Instagram to Fuel Commerce and Community: Kaitlyn Bray
● Instagram By Design: Leveraging Your Feed and Stories To Craft Brand Identity: Lacey Won
● Leveraging the Power of Influencers and Avoiding the Pitfalls: Sibyl Grieb
● OK Talent, Now Let's Get in Formation: Sheila Hozhabri, Jeremy Lowe, Kirsten Stubbs
● Secrets to Creating Breakthrough Branded Content: Yuval Rechter
● Timeless Tactics: How to Embrace Foundational Strategies No Matter Your Scale or Budget: Evan Weiner