Are you on the threshold of your first campaign conducted in cooperation with an influencer or many influencers? Or maybe you have a lot of them behind you, but would like to go through the checklist with us to make sure that you have not forgotten anything. In this and in any other case, we invite you to read.
What should the cooperation with an influencer start with?
From cooperation with the client, and more precisely to create a specific plan for a campaign. Depending on the goal of the entire action, different influencers will be the ones who will fulfill the task set before them. What does your client care most about? Would he like to raise “brand awareness” around a new product or is he going to sell it entirely? What KPIs will you have to account for after completing the activities with the influencer? You must know it at the beginning of cooperation. When planning a campaign, you can come across two situations. The first: the concept or client prepared by you will put emphasis on cooperation with specific names. Perhaps, behind blogger A, there are marketing variables that you will be able to translate to your advantage during the campaign. Second: you don’t have a specific candidate.
How to find an influencer?
Let’s assume that the strategy of the whole action is ready and the only thing you are missing are ideal candidates for an influencer. There remains a diligent research that will allow to select those meeting the criteria established during the work on the strategy of the venture. Tools can help you, thanks to which this process can be faster and more effective. What applications can you use? Of course, if you don’t use indaHash or Reach a Blogger platforms. * InfluencerTool which offers a powerful database necessary to find the right influencer. Each record (bloggers, celebrities, public figures) can be checked in terms of metrics related to fans, ranges and their increments and decreases. In addition, a very interesting functionality is the cloud of phrases most often used by a given person. * Social Blade allows you to quickly view the statistics of a selected blogger without prior registration. I recommend this tool in particular for the initial analysis of YouTube channels. Sometimes a simple set of statistics from Social Blade allows you to detect a fake, which you can read more about in Wojtek Kardysia’s article: http://eura7.click/13 * Don’t forget about two powerful tools that you already know well – hashtags and the Google search engine. The first ones will guide you to people who match the profile of the influencer you are looking for, directly on a given social medium / channel. A well-known and popular search engine gives you the opportunity to narrow down the results, which significantly speeds up research. How to narrow down the results in Google search? http://eura7.click/14 * You can always look for help on Facebook groups such as: Influencer Polska. Colleagues from the industry will be happy to support you in research, and maybe the ideal candidates for influencers will come forward. Good advice: start reporting your work at the research stage. It will be a journal kept more for you than for the client. Pick any tool, notebook, spreadsheet, whatever. Write down e-mail addresses, telephone numbers and your comments. Write down at what stage of conversations you are with individual people, whether a package has already been sent to Mr. Adam and whether Ms. Beata has sent back the completed contract with the agency. All this will allow you to perfectly find yourself in the situation at various stages of work and respond expressly to the inquiries of Account Managers / Project Managers or the client himself.
How to “talk” to an influencer?
You have already selected candidates and you are faced with the challenge of making contact with them. Fortunately, you don’t have to search for mutual friends or search through an archaic phone book. The e-mail address can be found in special tabs on the blog or on the YouTube homepage. What if a microinfluencer who runs a blog on Instagram did not leave his contact details there? Just send him a message via the Instagram platform itself. As a last resort, you can try to search for private profiles on Facebook and contact via Messenger. ANDnfluencers are also peopleTherefore, when editing the first message, do not create a business and accounting offer that will put you to sleep at the very beginning. On the other hand, too much freedom in communication is also not good. You just write the icebreaker message. You’ve done solid research, so you probably know the influencer’s work. If you feel like giving him a high five for the last movie or adding your three cents to the post about the best burgers in town, this is a very good time to do so. Thus, at the outset, establish that there are people on both sides of the computer.
How to work with an influencer?
From the very beginning, when you reach an agreement on the remuneration and scope of work, try to establish clear rules of cooperation regarding reporting of activities and information flow. If the influencer plans to publish Instastories or Snapchat, it is worth requesting the sending of these videos directly to your e-mail or other chosen place. Your client will certainly want to see the fruits of cooperation, and “disappearing” formats do not make it easier. At the beginning, you should also set any deadlines. Their absence will cause chaos that may affect the results of the action. After all, your communication plan may predict a correlation between the influencer’s publications and, for example, the premiere of a new product. Even if this example does not apply to you, agree on a time frame together. Nothing will happen if, with the knowledge of both parties, a date changes, but both parties still know where they are.
Also, don’t forget to keep reporting to yourself. I assume that you created your knowledge base about the project already at the research stage. It remains for you to diligently supplement it with each successive step of influencers. Admittedly, you can try to remember every detail, but in the case of an action involving more than 5 influencers, it may be very difficult, and with, for example, 30 – completely impossible.
How to report a completed campaign with influencers?
An extremely strong point of action with influencers, from the brand’s perspective, is the content. If, during the initial arrangements, and then in a more formal form – on the contract, you obtained the copyright to photos, videos and other intellectual goods created by influencers, it is worth ensuring that they are properly archived. Collect everything in one package, place it in the cloud and / or on a remote server in the company. Don’t forget to send it to the client as well. If, at the stage of preliminary arrangements, you obligated influencers to provide you with statistics after the planned end of the campaign, you have nothing to worry about. Have you neglected this point? Do not worry. Write a polite e-mail, and when all participants of the campaign send you the results of their posts and entries, submit it in a legible report that will be presented to your client. Remember to highlight the indicators that are directly related to the goal of the action. It is worth explaining individual items, indicating whether a given number is relatively large or relatively low, and drawing final conclusions that will be of value in the future.
The most important issue of cooperation with influencers!
Never send bulk e-mails / messages to influencers! Treat each of them individually, as you would like to be treated by your superiors.
PS Influencer is your business partner and you should care about such a relationship with him!
A professional writer by day, a tech-nerd by night, with a love for all things money.