Before we contact our blogger, we draft our briefing. In this briefing, i.e. in the request, are all the important details that our blogger needs to know so that he can make his own assessment of whether the campaign is interesting for him or not. In the briefing we record all the important data, not only general, such as contact details, but also the content of the advertising campaign, the respective media usage, the channels and much more information. In the free online video tutorial, we look in detail at each step and explain what should be in a complete influencer briefing before contacting them.

Influencer Marketing Online Course: Topics

Click here to go back to the overview Social Media Manager > Influencer Marketing

  1. Definition, Development, Youtube, Facebook & Instagram
  2. Blogger Relations? Advantages and disadvantages of the method
  3. Social media software tools for post scheduling and followers
  4. KPIs (key performance indicators), goals and planning of the social media campaign
  5. Quality and quantity of bloggers and interaction
  6. Briefing, forecasts, contact establishment and monitoring
  7. Certificate Test Influencer Marketing Instagram

Excerpts must be marked © Stephan M. Czaja, Social Media One 2018

Influencer Marketing #6: Briefing, Forecasting, Contacting and Monitoring

Duration: 21:27 Minutes

Influencer briefing: here we go!

Before we contact our blogger, we draft our briefing. In this briefing, i.e. in the request, are all the important details that our blogger needs to know so that he can make his own assessment of whether the campaign is interesting for him or not. In the briefing we record all the important data, not only general, such as contact details, but also the content of the advertising campaign, the respective media usage, the channels and much more information. In the free online video tutorial, we look in detail at each step and explain what should be in a complete influencer briefing before contacting them.

  • Contact details< Company, contact person, e-mail, phone
  • Campaign data< Customer, Content
  • Tasks of the Influencer (Digital)< Postings, Stories, Videos, Presence
  • Tasks of the Influencer (Offline)< Preparation, training, store visits
  • Frequency< One-time, regular, term / cancellation?
  • Media usage< Countries, language regions, duration
  • Contents of the postings< Representation of the mark, marking, mention
  • Use< Influencer, Client, PR / Press, Third Party

Contacting bloggers and influencers

One of the absolute most common questions we’ve gotten is how do I actually contact an influencer? People who have 100,000 or 200,000 fans on a social network alone, many don’t “like” to write to. Why? Of course, you know they get a lot of requests. Every day, 20, 30 emails come with requests. Some are serious, others not so much. Many bloggers open their emails at night, because they do your management themselves.

What’s the big secret to getting a response? In a nutshell, it’s about showing the influencer that you want to work with him or her. Also, he or she needs a detailed briefing so that the influencer sees that this is a professional request. The video shows how this works!

General behaviour for making contact

  • Via e-mail, short and sweet
  • Do not put pressure on
  • Take criticism seriously
  • Personal dialogue
  • Record content and ideas
  • Show interest in contributions
  • Like, comment on the blogger’s posts

Offer added value and show interest

  • Exclusive offers
  • Unpublished information
  • For profiling in your own community

Create contract and agreements

  • Basis: Briefing of the Influencer

Processing from posting to payment

  • Influencer posts photos / videos
  • Influencer stores media (posts, stories, etc.)
  • Send media data (monitoring)
  • Payment

Offers for agencies: Make predictions quickly and easily

How do you quickly and easily create offers in different variations for customers? Especially for agencies, our social analytics campaign planner is extremely interesting. Even without much experience, offers can be professionally calculated with predicted reach or impressions. Likewise, for each individual campaign that is tested, the various likes and comments are predicted. Customers can thus be sent a quick assessment and also quickly build different campaigns to run them against each other in the test. The customer can then decide on one of the packages.

  • Campaign planning and prediction of reach, likes, comments
  • Pricing of postings and stories

Monitoring to measure the success of influencer campaigns

Every professional campaign needs monitoring. Monitoring is the ultimate measurement of success and the final decision whether a campaign was successful or not. A decision that is made based on the available numbers and data. Statistical surveys are very difficult and require an extremely large amount of time in agencies and companies. We ourselves have met agencies that have staff who are on Instagram for two hours every evening, scouring different channels of influencers that you work with. Then individual images are viewed, searched by hashtag for tags and everything seen is neatly noted in an Excel spreadsheet. After that, more screenshots are taken, saved. All this data needs to be collected again a week later to give the client meaningful data on the success of the campaign, every week, every month or even every day. So monitoring is extremely important.

With social analytics, monitoring is one of the core pieces of the software! Here you can quickly and easily provide customers with analyses, not just once, but individually, with your own time period, hashtags and tags.

  • Influencer grouping for monitoring
  • Parameter input (mention, mark in image and hashtags)

Conclusion

Influencer marketing has absolutely proven itself as a method and strategy in online marketing. International companies rely on it and more and more German companies also rely on influencer marketing. Statistics, studies and, of course, best practice examples from the big companies show how successful it is! Social Analytics makes it possible for the first time that every company can do Influencer Marketing for themselves. With their own search, their own management and their own monitoring. Influencer marketing offers extremely many benefits, from credibility to high reach and extremely accurate targeting. For companies and agencies, social media has become one of the great marketing tools and Instagram in particular, shows what opportunities companies have to achieve great economic success, with creative campaigns and well-planned content.

  • Desired target group
  • Influencer marketing is credible
  • High ranges
  • Promising success< In 2017, 50% of 14-19 year olds bought a product through an influencer recommendation
  • Social analytics supports the entire process

Get started now! Learn more about Social Analytics here.