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Influencer Marketing workflow | Scott Guthrie

Influencer marketing 

I work with brands, agencies and platforms to generate meaningful results from smarter influencer marketing decisions.

Planning

Planning starts with knowing who you are talking to (the audience). What the client wants to achieve. And how this work fits into your client’s bigger communications and business strategy.

You need to know what the budget is, what the timings are and fundamentally whether or not an influencer marketing campaign will be the most effective channel for your purposes.

During the planning phase you determine what the campaign key performance indicators are and how you intend to evaluate success.

Identification & selection

I use a blend of tools, know-how and experience to identify, vet and select the most appropriate influencer for your client's campaigns.

The process follows my 4 S Filter of Search, Surface, Screen & Select.

Contracting

No one intentionally enters a new relationship thinking it will turn sour. But both parties of a savvy, professional relationship will agree terms in writing ahead of formalising any work.

A written agreement removes uncertainty and offers a roadmap for what is expected from each other. Use this phase to agree terms and payment rates. 

Execution

Co-create a creative brief to remove any ambiguity with the influencer on what content is to be created, the look and feel of the content, the flow and the key messages to be conveyed.

Brands, communications agencies and influencers all share the burden of ensuring paid-for content satisfies regulation.

Brands, influencer and, most importantly the audience benefit from long-term relationships between brand and influencer.  

Measurement

The economic value of content is zero unless it is seen, shared and acted upon.

Different metrics and methods for measurement can be used to define success depending on your influencer marketing objectives.

Review

How will you earn better results from your next influencer marketing campaign? Within your firm who should you share this feedback?

  1. What was supposed to happen?
  2. What actually happened?
  3. Why were there differences?
  4. How can we improve the process and outcome
  5. Who should we share this information with?
  6. Where should we store this information?