Influencer marketing best practice. In this podcast we look at some of the themes of influencer marketing best practice.
Chris Lee invited me and fellow independent consultant Ste Davies to discuss influencer marketing today - its evolution, best practice and what’s happening next in the industry.
In this second of two podcasts recorded at the PRCA we look at influencer marketing best practice and examine the best ways to identify and select influencers, how to work best with them and why you should avoid BANJO influencers at all costs.
In this episode
Influencer marketing best practice
Influencer identification and selection
Identifying the most appropriate influencers at scale is a blend of art and science. The influencer identification 4 S Filter breaks the process into core elements of Search, Surface, Screen & Select.
The model offers a best practice blend of:
- Using third-party vendor automation tools
- Embedded contextual intelligence of PR practitioners
- Institutionalised knowledge management
Avoiding BANJO influencers
BANJO influencer marketing is where those with a large social media following ‘Bang Another iNfluencer Job Out’ in return for quick money without any affinity for the brand that’s sponsoring the content. Their days are numbered as the discipline becomes more results focused.
Influencers are influential because they consistently create compelling content that resonates with a select audience. The content resonates because it’s authentic.
The more you try to control the message via a straight-jacket of a creative brief, re-write requests or pushing for further edits, the more the authentic voice is diminished to a whisper.
Influencers have grown their audiences because their opinions chime with those of their audiences. So, let them speak. Let them speak in their voice. That’s why it’s so important to ensure you’re working with the most appropriate influencer in the first place.
In praise of long-term, mutually beneficial partnerships
Brand and influencer tie-ins work best when they are nurtured over the long-term. Communicators should ditch the tactical and temporary in pursuit of long-term, business-growth partnerships with influencers.
In the first podcast we discuss:
You can listen to the first influencer marketing podcast here.
With special thanks to Chris Lee for the interview request and podcast production and to the PRCA for hosting the sessions.
- Chris Lee follow him on Twitter
- Ste Davies follow him on Twitter
- How to identify influencers using the 4 S Filter model
- How brands gain better influencer marketing results when they relinquish control to the influencer
- Death to BANJO influencer marketing (Bang Another iNfluencer Job Out)
- Public Relations and Communications Association (PRCA)