{"id":140351,"date":"2020-07-28T23:58:31","date_gmt":"2020-07-29T03:58:31","guid":{"rendered":"https:\/\/bicom.ca\/2020\/07\/28\/influencer-marketing-the-ten-commandments\/"},"modified":"2020-07-28T23:47:32","modified_gmt":"2020-07-29T03:47:32","slug":"influencer-marketing-the-ten-commandments","status":"publish","type":"post","link":"https:\/\/bicom.ca\/en\/2020\/07\/28\/influencer-marketing-the-ten-commandments\/","title":{"rendered":"Influencer Marketing: The Ten Commandments"},"content":{"rendered":"

We\u2019re influenced every day; by friends and family, celebrities (Kim Kardashian, we\u2019re looking at you!) and even the barista at our local caf\u00e9. Inspiration is all around us and, today, influencing is a profession in itself.<\/p>\n

Straight from bicom\u2019s dynamite digital strategists<\/a>, here are 10 tips to launch a successful influencer marketing campaign<\/a>:<\/strong><\/p>\n

1. Define the objectives <\/u><\/h2>\n

Your first consideration should always be \u2013 what\u2019s the campaign purpose, target and desired results? From there, ideate a creative strategy and pinpoint a brand aligned partner to bring the vision to life.<\/p>\n

2. Develop the strategy <\/u><\/h2>\n

What type of influencer best suits the campaign and messaging? If you\u2019re looking to increase awareness, drive traffic and maximize sales, consider partnering with macro influencers<\/strong>. To reach a target audience and create branded content, look to niche influencers<\/strong>. Or, if you\u2019re seeking to build loyalty and increase market share of voice, micro influencers<\/strong> are your best ally. Finally, nano influencers<\/a><\/strong> stimulate engagement, encourage product testing and create a sense of community \u2013 all while generating repurposable content.<\/p>\n

3. Curate the collaborator(s) <\/u><\/h2>\n

When it comes to finding the perfect influencer partner, consider these four factors: relevance, quality, engagement and authenticity. Taking a hyper targeted approach and focusing on curating a small but resonant influencer pool is typically most effective. The average engagement of an influencer is important because an engaged community represents a pool of potential consumers. Finally, a creator\u2019s authenticity is perhaps the most important factor; their brand and content must complement the client in order to feel authentic.<\/p>\n

4. Develop the brief <\/u><\/h2>\n

A strong brief includes multiple elements: campaign description and objectives, expectations (aka \u201cthe ask\u201d), timeline, approval process, content rights and usages outline, and (sometimes) an exclusivity clause.<\/p>\n

Remember \u2013 it\u2019s important to give artistic leeway to your influencer partner; you chose them based on their quality content so don\u2019t be too prescriptive. Also, be careful not to change your plan, strategy or objectives at the last minute. Once the brief has been approved by the client, then the collaborator \u2013 stick to it! Finally, be crystal clear about your requested rights and usages. This often overlooked detail significantly sways the budget.<\/p>\n

5. Make the approach <\/u><\/h2>\n

Your initial influencer outreach should clearly outline the proposed collaboration. An influencer usually won\u2019t work without compensation or for product exclusively, so make sure you\u2019re being equitable about the work you\u2019re requesting. Above all, be professional \u2013 contact the influencer or their agent via e-mail; no one wants you to slide into their Instagram DMs!<\/p>\n

6. Draft the contract<\/u><\/h2>\n

Contract rookie? We got you! Here are some primary elements to include in a comprehensive contract:<\/p>\n

    \n
  • The \u201cask\u201d (the influencer\u2019s responsibilities) and \u201cgive\u201d (what the influencer receives in exchange)<\/li>\n
  • Clauses outlining:\n
      \n
    • Licensing and content permissions\/rights (who owns the content, how it can be shared, approvals and modifications)<\/li>\n
    • Code of conduct\/ethics<\/li>\n
    • Exclusivity\/non-compete<\/li>\n
    • Contract cancellation<\/li>\n
    • Confidentiality<\/li>\n<\/ul>\n<\/li>\n
    • Brief\/campaign details outlined in the Appendix<\/li>\n<\/ul>\n

      7. Approve the content <\/u><\/h2>\n

      If you\u2019re working within a paid partnership model, you can request content approval prior to the influencer posting. Plan ahead and specify that the content needs to be received for approval 48 hours in advance; this way, you can either approve or request changes.<\/p>\n

      8. Monitor the results <\/u><\/h2>\n

      You\u2019ve spent all this time planning out the partnership and waiting for the content reveal, which is why close monitoring is essential! It\u2019s also key information when pulling together a wrap report and determining results and ROI.<\/p>\n

      9. Product the report<\/u><\/h2>\n

      It\u2019s time to crunch numbers! Next comes analysis, comparison, and explanation. A report should highlight campaign-relevant statistics: number of brand mentions, impressions and interactions, CPE (cost per engagement) and CPM (cost per thousand impressions). One you hit save on the final version, it\u2019s time to sit down and present the final report to the client.<\/p>\n

      10. Process the payment <\/u><\/h2>\n

      You\u2019re not done just yet! Monitor the payment process to guarantee you\u2019re squared with your influencer partner. Typically \u2013 and in accordance with your contract \u2013 payment is due to the influencer within 30 days of receiving their invoice. \u00a0Influencers are often freelancers without the means of a large company or media outlet, so be understanding of their position. Prompt payment and clear communication are essential!<\/p>\n","protected":false},"excerpt":{"rendered":"

      We\u2019re influenced every day; by friends and family, celebrities (Kim Kardashian, we\u2019re looking at you!) and even the barista at our local caf\u00e9. Inspiration is all around us and, today, influencing is a profession in itself. Straight from bicom\u2019s dynamite digital strategists, here are 10 tips to launch a successful influencer marketing campaign: 1. Define […]<\/p>\n","protected":false},"author":2,"featured_media":135529,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[276],"tags":[271,257,277,272],"service-cat":[383],"class_list":["post-140351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-influencer-marketing","tag-b-nation","tag-bicom","tag-influencers","tag-influenceurs","service-cat-influencer-marketing"],"acf":[],"yoast_head":"\nInfluencer Marketing: The Ten Commandments - Agence bicom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bicom.ca\/2020\/07\/28\/marketing-dinfluence-3\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencer Marketing: The Ten Commandments - Agence bicom\" \/>\n<meta property=\"og:description\" content=\"We\u2019re influenced every day; by friends and family, celebrities (Kim Kardashian, we\u2019re looking at you!) and even the barista at our local caf\u00e9. 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