MKTG Chapter 14

What is an influencer?

Someone who carries influence over others.

What is influencer marketing?

Focuses on using influencers to promote a brand message, product, or service.

What is a social media influencer?

Someone who exerts his or her influence through social media.

What was an early example of influencer marketing from 1933?

Dodge created an ad for their new Salon “6” Brougham featuring Babe Didirkson, a female American athlete an Olympian

What were the first forms of influencer marketing?

Celebrity and athlete endorsements dating back centuries

What is reach in influencer marketing?

The number of people that an influencer can deliver a message to

What is a common misconception about social media influencers and followers?

The social media influencers need to have millions of followers

What is the reality about reach as a requirement for being an influencer?

Reach alone is not a requirement of being an influencer

What are the follower ranges for nano influencers?

1000-10,000

What are the follower ranges for micro influencers?

10,000 - 50,000 followers

What are the follower ranges for mid-tier influencers?

50,000 - 500,000 followers

What are the follower ranges for macro influencers

500,000 - 1 Million followers

What are the follower ranges for mega influencers?

1 Million + followers

What has happened to the significance of follower count in today’s landscape?

The significance of follower count has diminished as the sole criterion for determining genuine influence

What is social media engagement?

A measure of all interactions with social media content

How is social media engagement valued compared to reach?

Social media engagement is seen as more valuable than reach

Which types of influencers consistently exhibit higher engagement rates?

Nano and micro influencers consistently exhibit higher engagement rates across all platforms

What is the average engagement rate for nano influencers?

4.39%

What is the average engagement rate for micro influencers?

2.59%

What is credibility in influencer marketing?

The level of trust given by followers based on the perceived knowledge or expertise of an influencer

How important is credibility compared to reach?

Credibility is considered more important than reach

Why is relevance paramount for influencers?

It ensures resonance with target audiences

What must influencers do to maintain engagement and trust?

Influencers must align their content closely with the interests and preferences of their demographic

What is authenticity in influencer marketing?

Good influencers genuinely believe in the brand they promote and what it stands for

What mistake did Scott Disick make that went viral?

He posted a photo with Bootea shake including the caption instructions the company told him to paste, causing backlash because followers didn’t believe he was being authentic

What does activity mean for influencers?

Influencers must be active on social media, publishing content daily or weekly

What does interaction mean for influencers?

Influencers must engage with their followers

Why do the best social media influencers publish content often?

So that they stay fresh in their followers’ minds

List the seven benefits of influencer marketing mentioned in the document.

1. Increased exposure

2. Brand awareness

3. Improved search ranking

4. More credibility

5. Effective reach a target market

6. New leads

7. Conversions

What is Step 1 in creating a social media influencer marketing strategy?

Establish goals - Establish specific key performance indicators (KPIs) for each goal so that you are able to measure the success of the influencer marketing strategy

What is Step 2 in creating a social media influencer marketing strategy?

Determine Target Market & Social Media Channels - Identify channels most important to target market and engagement on each channel

What is Step 3 in creating a social media influencer marketing strategy?

Identify and Find Influencers - Target audience must trust and respect the influencer’s opinion for success

What is Step 4 in creating a social media influencer marketing strategy?

Set Up Monitoring and Listening Streams - Before reaching out to a potential influencer, set up monitoring and listening streams to track what the influencer is saying and decide how best to engage with them

What should you do before reaching out directly to an influencer?

Start engaging on social media to develop a relationship before reaching out directly

What is Step 5 in creating a social media influencer marketing strategy?

Discuss the Partnership and Payment Model - Influencers derive value from partnering with brands: companies need to define specific benefits for influencers

What are the 3 most prevalent payment models for influencers?

Flat Fee, Commission/Performance-Based, and Hybrid

What is Step 6 in creating a social media influencer marketing strategy?

Incorporate Influencer Marketing Into the Social Media Strategy - Utilize influencers’ reach as they interact with your brand

What is Step 7 in creating a social media influencer marketing strategy?

Measurement - Show effectiveness: Influencers should provide detailed results for engagements, impressions, followers, and more from their social media accounts

What types of results should be measured in influencer marketing?

It’s important to measure both quantitative and qualitative results

How has social media affected the influencer landscape

Social media has leveled the playing field, giving anyone from around the world an opportunity to have a voice, and brands are taking notice

How are influencers changing marketing?

Influencers are changing the way that companies market their products

What is the current status of the influencer marketing industry?

Influencer marketing is now a billion-dollar industry

How has influencer marketing impacted business strategies?

Influencer marketing has revolutionized marketing and business strategies, and streamlined the influencer advertiser relationship

What types of brands are allocating budgets toward influencer marketing?

Big and small brands are allocating budgets toward influencer marketing

credibility

The level of trust given by followers based on the perceived knowledge or expertise of the influencer

Influencer

someone who carries influence over others

influencer marketing

a type of marketing that focuses on using influencers to promote a brand message, product, or service to their larger markets

micro-influencers

10,000 to 50,000 followers. These influencers hold a smaller reach with very high levels of influencer and engagements among their followers.

mid-tier influencers

50,000 to 500,000 followers. These influencers are between a micro and macro influencer and is looked upon as an industry expert in their niche category

macro-influencers

500,000 to 1,000,000 followers. These influencers have a very large reach and use their influencer status to generate income. Macro influencers often warrant representation from a talent manager.

mega-influencers

1,000,000+ followers. These influencers are typically celebrity influencers with a very large following. They often collaborate with brands on a paid per post basis.

nano-influencers

1,000 to 10,000 followers. These influencers are typically among the average social media user who can use their power to influence their close-knit followers like family and friends.

social media influencer

someone who exerts their influence through social media

reach

the quantity of people to whom an influencer is able to deliver a message