JOE FRIEL


Director of Social Circle at The Big Shot


INFLUENCER MARKETING


Influencers may often have one key


platform but are always looking at new ways to communicate and interact with their audience, and brands should be too. At the moment we’re finding cross-platform influencer marketing strategies are allowing for greater creativity with strong engagement and better value.


Help Influencers Influence 6 There is a big misconception


when people think of “influencers”. The term gets


bandied about covering anyone who is popular across social platforms. However, popularity and influence are different things. They may create content their audience love, but not always be able to influence them to do things. This is a very difficult area to


navigate. However, one way to help is to work with the influencer to deliver an engaging story around your brand. This is where collaboration can be so important. Don’t forget - an influencer knows how to work with their own audience in the most effective way. Their followers respect them, so it is important to liaise with the influencer to create a story that appeals to that following. This will naturally maximise the chances of the audience engaging with the content.


Big Rocks vs Small Rocks 7 For one-off campaigns, it


can be a lot easier (and tempting!) to work with one


‘big’ influencer (big rock) for the entire budget. However, this can be to the detriment of your overall campaign. We’ve found that working with multiple ‘smaller’ influencers (small rocks) can not only be more cost-effective, it can also create a bigger splash in the pond and drive better engagement.


Safety 8 Influencers and


brands have got into trouble


for not disclosing paid commercial content, resulting in ASA and CAP


releasing a number of guidelines on how paid-for


content should be sign-posted in this space. However, recent surveys still


show a large number of marketing professionals are either unaware of


destination you want to drive to? Communicate clearly what you need and ensure all key deliverables are outlined clearly in your contracts and briefing documents. Remember though, these aren’t


traditional media owners. These are often people who have worked incredibly hard to establish their influence. Open an honest conversation early on to see what they are comfortable to do before you walk blindly into walls further down the line.


their influence.


These are often people who have worked incredibly hard to establish


the rules or still choose to ignore them.


It is vital that you pay close


attention to the CAP code of conduct. As a relatively new market, there will be further regulations likely, so make sure you’re always on top of these changes. Sticking your head in the sand isn’t an excuse!


Management 9 As tricky as it can be, finding


the talent and getting them to agree to be involved in


your campaign is only the start! Managing influencers can be full of potential pitfalls and we’ve seen many brands and influencers get burned from previous partnerships. This isn’t due to any malicious


intentions (most of the time anyway!). Every influencer works differently and some may never have worked with a brand before. The best tip is to assume nothing!


Do you want exclusivities? Would you like to use their content as part of your wider commercial activity? Is there a


10 As we said, you’re not


working with traditional media owners where you


can buy advertising space and control the entire creative – and you don’t want to anyway. There are countless horrible examples of where brands have had too much control and it has ultimately undermined the overall campaign. These influencers know the


content that best excites and engages their audience and working with them needs to be a collaborative process. This can be a scary prospect for


brands – how do you stop influencers running off and saying something completely misrepresentative of your brand. Again, the key here is communication. Make it clear what the deliverables are and have a veto in place to ensure nothing goes live without both you and the influencer being happy.


socialcircle.media Control


59 issue 28 summer 2016


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