@cleverstefania  

SOCIAL  INFLUENCERS:  WHY  TOP  TIER  IS  NOT  ALWAYS  BETTER  

STEFANIA  POMPONI  Founder,  President  &  Chief  Evangelist  

@cleverstefania  

AGENDA  •  BRIEF  INTRO  TO  CLEVER  GIRLS  &  INFLUENCER  MARKETING  

 •  TYPE  OF  NETWORKS  

 •  WHEN  PEOPLE  THINK  OF  INFLUENCERS  THEY  THINK…UNICORNS!    

 •  WHAT  ARE  YOU  GETTING  FOR  YOUR  SPEND?  

 •  REACH  

 •  AMPLIFICATION  

 •  MEASURING  SUCCESS  

@cleverstefania  

WHO  WE  ARE  WHAT  WE  DO  BLOGGER  PROGRAMS  INSTAGRAM  PROGRAMS  PINTEREST  PROGRAMS  HOUSE  PARTIES  TWITTER  PARTIES  VISUAL  CONTENT  VIDEO  REVIEWS  SOCIAL  AMPLIFICATION  CLEVER  SURVEYS  CONTENT  HUBS  

@cleverstefania  

TYPE  OF  NETWORKS  

MONICA  WANTS  IT   @PIPSQUEEAK  @FREDDYADU  

@cleverstefania  

UNICORNS  MOST  PEOPLE  THINK  INFLUENCERS  ARE  UNICORNS…  

…BUT  ARE  THEY  RELATABLE?  

@cleverstefania  

WHAT  YOU  GET  FOR  YOUR  SPEND  

OR  

@cleverstefania  

WHAT  YOU  GET  FOR  YOUR  SPEND  CLIENT:  Crest  3D  White  Brilliance  Toothpaste  System  #GetPolished    ASK:  Beauty,  Fashion  &  Lifestyle  Influencers  reviewed  products  &  shared  editorial  blog  posts  to  increase  social  conversaUon  &  product  consideraUon  among  their  readers    CHANNELS:  Blogs,  Facebook,  TwiWer,  Instagram*,  Pinterest*  +  TwiWer  Party    NUMBER  OF  INFLUENCERS:  35    IMPRESSIONS:  23.1M  

 762  LIKES  26  COMMENTS  

 

THE  FOX  &  SHE  

@cleverstefania  

REACH  CLIENT:  Rescue  Remedy  #stressless2bmybest    ASK:  “Stressed  out”  female  influencers  shared  a  “BOGO”  coupon  &  encouraged  their  followers  &  friends  to  download,  share,  etc.    CHANNEL:  Facebook    NUMBER  OF  INFLUENCERS:  250    IMPRESSIONS:  41.5M    INTEGRATED  PROGRAM  TOTAL  IMPRESSIONS:  132.5M  

@cleverstefania  

AMPLIFICATION  CLIENT:  Hecy  #SaidNoSchoolEver    ASK:  Mom  influencers  shared  a    tongue-­‐in-­‐cheek  video  promoUng  their  support  of  Box  Tops  For  EducaUon    CHANNELS:  Facebook,  TwiWer    NUMBER  OF  INFLUENCERS:  150    IMPRESSIONS:  74M  

163  LIKES  54  COMMENTS  12  SHARES  

@cleverstefania  

MEASURING  SUCCESS  GOALS  What  does  success  look  like?    

ENGAGEMENT    All  of  the  #s  that  are  available  to  us,  a  sampling  of  the  rest    

MEASURING  AGAINST  CAMPAIGN  BENCHMARKS  Total  social  impressions  –  the  aggregate    

SENTIMENT  SHARED  FROM  PARTICIPANTS  &  READERS  Brand  love  &  intent  to  purchase  =  ROI!    

PIECES  AND  QUALITY  OF  CONTENT  DELIVERED    Smart  brands  repurpose  original  influencer  content  across  channels    

ELEM

ENTS

 OF  EL

LIS  

@cleverstefania  

THANK  YOU!  

@cleverstefania  

QUESTIONS?  STEFANIA  POMPONI  Founder,  President  &  Chief  Evangelist    stefania@clevergirlscollecUve.com