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Donna Kalajian Lagani
Senior Vice President/Publishing Director
Today’s Presenters
Jenna Manula
Director Social Media Marketing
Moderator
Marlea Clark
EVP Marketing & Insights
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Influencers are nothing new to marketing, particularly within the fashion and beauty sector
For decades, brands have been collaborating with celebrities and models, leveraging their status and
influence over consumers to help build brands and sell products
Who are influencers?

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Social media has created a new breed of influencers: individuals who have the ability to influence the
opinions or buying decisions of a brand’s target audience largely due to their social media following
The new breed of influencers

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“While last year may have been ‘The Year of the Influencer,’ this year will be
‘The Year of the Influencer Investment’”
- Connor Begley, President and Co-Founder, Tribe Dynamics
84% of brands polled said they launched at
least one influencer marketing campaign
last year and 81% of those brands saw
increased website traffic and sales
The growth of influencer marketing
Source: eMarketer

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59% of beauty and fashion marketers are
planning to increase their influencer
marketing budget over the next 12 months
The growth of influencer marketing
22% of marketers agree it’s the fastest-growing
online customer-acquisition method
51% believe they acquire better quality customers
through influencer marketing
Source: Fashion and Beauty Monitor report/Econsultancy

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Influencers were most effective to help brands
promote existing products and launch new ones
The growth of influencer marketing

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Analysts determined that brands earn
$6.50 for every $1 spent on influencer marketing
ROI of influencer marketing
Source: Fashion and Beauty Monitor report/Econsultancy

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Why influencers?
Why women connect with beauty and fashion bloggers and vloggers
Relatable
Authentic Voice
Naturally integrated
She’s a real person
Shares my
interests and
passions
Knowledgeable
Honest
To learn about new products and brands
Approachable
Source: Buzzoole Consumers Trust Influencers

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Donna Kalajian Lagani
Senior Vice President/Publishing Director
Cosmopolitan & Seventeen

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Jenna Manula
Director Social Media Marketing
Flying Point Digital

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Q: What are the 4 biggest challenges in working with influencers?
CHALLENGES OF INFLUENCER MARKETING
1.) Finding the Right Influencer
• 73% of fashion and beauty marketers say
influencer identification is the biggest
challenge in working with influencers
• Reason: Lack of resources and tools,
knowledge gaps, budget
• Brands are realizing that it takes more than a
quick Google search to find relevant and
valuable influencers
Main Challenges of
Influencer Marketing
Source: econsultancy

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CHALLENGES OF INFLUENCER MARKETING
2.) Measuring Impact & ROI
• ROI measurement is key when investing in an
influencer program
• ROI driven by social media is hard to track.
Brands can utilize UTM Parameters and Pixels to
track conversions and site track; however, much of
value influencers provide is exposure rather than
financial gain
• Solution: Focus thinking on non-financial
objectives and invest in a measurement tool
Source: econsultancy
Non-Financial Objectives
“These metrics might not translate easily onto the balance sheet, but that doesn’t mean
they’re not valuable.” - Jack Simpson, Econsultancy.com

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CHALLENGES OF INFLUENCER MARKETING
• 59% of beauty and fashion brands struggle with capturing the
attention of desired influencers
• As the demand for influencers grows, brands have to work harder
to win them over
• Solution: Increase your odds through incentivizing, such as:
• free product(s)
• monetary compensation
• heightened exposure
• Ideas of Interest to the influencer’s
audience
3.) Activating an Influencer
Sources: clickz.com 5 Tips t o Nail Your Next Influencer Marketing Campaign, econsultancy. The 3 Biggest Challenges in
Influencer Marketing

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CHALLENGES OF INFLUENCER MARKETING
4.) Scaling Up
• Once established, influencer programs
need care and maintenance to remain
viable and scale
• Juggling multiple influencers at once
requires precise management at each
stage of the campaign and staying on top
of these aspects can be difficult for one
person
• Solution: Work with a trusted partner to
identify influencers, handle communications
and payment, and deliver sound reporting

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ASSOCIATED COSTS
Working with an influencer network will require a monthly investment ranging from $1,000 -
$100,000+. The exact dollar amount a company should spend really depends on the brand’s
overarching goal: Reach? Content Type? CTA?
Source: Buzzoole.com Influencer Marketing Works for Retailers

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ORGANIC INFLUENCER ID STRATEGY
• If your brand possesses a smaller marketing budget, don’t give up! Take the grassroots approach.
• Identify influencers using a combination of Google, Twitter, and Instagram search in combination with your
brand’s social listening tools.
Platform Details
Brandwatch
or
Social Listening Tools
Monitor the Twitter, Facebook, and Instagram landscapes for influencers by
keeping track of conversations surrounding popular hashtags for bloggers,
brand hashtags, and relevant hashtags to the product being launched or
objective in mind.
Followerwonk
This tool by Moz makes it easy to find relevant influencers by topic and location
on Twitter. It’s a great way to build a list of potential influencers to target.
Twitter Insights
Understand the influence of people who engage with your Tweets. You can use
metrics like retweet ratio, engagement ratio, klout score, and social platform
presence.
Instagram Hashtag
Identification
One of the simplest but most timely ways to find your influencers on Instagram
is to search for bloggers manually sharing their posts using your brand’s
hashtag.
“To be an influencer, an individual doesn’t always need to reach a large audience,
sometimes reaching a small niche audience can be just as valuable.” – Simply Measured
Source: Simplymeasured.com How to Define & Engage Social Media Influencers for Your Brand

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INFLUENCE IDENTIFICATION KPIs
Whether a brand invests in an influencer network or takes the grassroots approach, make sure to
assess the candidates against the following metrics:
• Age
• Social Reach
• Resonance
• Relevance
D E M O G R A P H I C S
D I G I T A L M E T R I C S
R A T E
• Fixed cost of working with influencer
• Expected gains from partnership
• Gender • Location
• Klout Score
• Kred Score
• Search Engine Ranking

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SEARCH + INFLUENCERS = ROI
The connection between social and search is clear. A Searchmetrics study found social signals to
be the highest correlating factors with Google rankings.
• Identifying your key influencers
and making sure that they share
your content is one of the most
overlooked SEO techniques.
• Social signals have a direct
correlation to search engine
ranking; the more people you
have sharing your content and
the more influential they are, the
more likely your site is to receive
high value equity passing links.
• It’s the modern day link-building
strategy.

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84% of brands polled said they launched at
least one influencer marketing campaign last
year and 81% of those brands saw increased
website traffic and sales
INFLUENCER TIPS
3 Influencer Marketing Tips:
1. Respect the influencer’s
contribution
2. Allow influencers to be themselves
3. Embrace social media account
takeovers
4. Engage in brand & influencer cross
promotion via social media
Source: eMarketer Marketers Pair Up With Influencers

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Instead of relying solely on an influencer to market your brand, work together to amplify the
message! Cross-promotions campaigns are the most effective way to increase brand awareness
and to generate sales.
HOW TO EXECUTE
Partner with
Influencer for product
launch
Produce a promo
video announcing the
new product and
feature the Influencer
Influencer takes over
the brands main social
media account
Influencer participates
in a Q&A to talk about
products
Brand creates content
using the Influencer’s
tips
Customer participation
to win a meet-and-
greet with Influencer
Collect UGC for
continued promotion
•Although Influencers
will be doing a lot of
the leg work, the social
media team should take
an active role in
notifying and engaging
its followers during the
entire campaign.
Cross-Promotion
Tip:

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Best Practices

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When in doubt, disclose
Rules of Engagement
• Influencers must give their truthful opinion – endorsements of a product must reflect the influencer’s actual
experience
• If influencers are being paid to endorse or review a product or given free merchandise, it must be expressly
noted in the post or review
• Disclosures must be prominently placed within the post and in the same language as the post (for example,
if the post is in Spanish, the endorsement must also be in Spanish)
• Disclosures must be made on social media posts. For instance pinning an image on Pinterest can be
considered even if there’s no text associated with it, and therefore must include a disclosure. Tweeting or
posting on social media as part of a contest or giveaway also needs to be noted with a clear disclosure—a
hashtag and/or tagging a brand is not considered adequate disclosure of a relationship.
• If marketers determine that influencers aren’t complying with FTC guidelines, they must insist that the
influencer remove the post or change the content to comply with the rules.
Source: FTC Endorsement Guides: What People Are Asking

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Thank you for joining our webinar!
Want to learn more?
Have questions or want to learn
more about influencer
marketing?
Contact Marlea Clark at
mclark@womensmarketing.com
Women’s Marketing
womensmarketing.com
New York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500
Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880
Flying Point Digital
flyingpointdigital.com
5 W 36th St, New York, NY 10018 (212) 629-4960

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Thank You!