Authenticity, authenticity and more authenticity. There may have been differences in influencer marketing strategies for Spalding, Toyota and Dollar Shave Club but the common thread throughout the session, “So You Want To Partner With a Social Media Star” was the importance of influencer marketing staying genuine and true to your brand.
- When asked how they measure ROI on influencer marketing, the answers were all pretty consistent that it’s a mix of traditional social metrics – impressions, likes, shares, increase in followers, etc… plus share of conversation and engagement with both the influencer and the content. All agreed that there is a subjective element to this too because influencer marketing is in it’s infancy.
- When asked how they choose based on authenticity, allow the influencers to speak in their own voice but protect the brand voice, the answer was pretty simple. It’s about education, briefing, vetting and onboarding about the campaign, the product and the message – and if you do that effectively, they can write in their own voice and be genuine.