THE ULTIMATE GUIDE TO

INFLUENCER MARKETING

What Marketers
and Advertisers
Need to Know
3 Introduction

6 What is Influencer Marketing?

10 The Stats Behind Influencer Marketing and Why it Works

14 Influencer Objectives and Engagement Rates

19 Building an Influencer Marketing Strategy

21 Compliance & Transparency
24 Selecting Influencers
28 Working with Influencers
28 Influencer Marketing Costs
32 Influencer Marketing Campaign Activation
35 Measuring Influencer Marketing Campaigns

39 Fraudulent Influencer Marketing

43 Types of Fraud
45 How to Spot Fraud
47 Preventing Fraud

49 Influencer Marketing Action Plan

50 The Starting Point: Influencer Marketing Strategy
51 Creating, Launching, and Running Influencer Marketing Campaigns

53 The Future of Influencer Marketing

57 APPENDIX Case Study: Olay

65 APPENDIX Case Study: AT&T

73 Acknowledgements
74 About
 THE ULTIMATE GUIDE TO INFLUENCER MARKETING: 3
What Marketers and Advertisers Need to Know

Introduction
 THE ULTIMATE GUIDE TO INFLUENCER MARKETING: 4
INTRODUCTION
What Marketers and Advertisers Need to Know

Brands are A 2018 ANA survey of 158 client-side (brand) marketers found that between 75
percent and 86 percent use influencer marketing, with 65 percent of brands plan-
enthusiastically ning to increase their spending by 2020.

embracing the Brands are launching influencer marketing campaigns because they work, and
they work because this approach reflects how consumers make brand purchases,
use of influencers turning to friends and other trusted sources to get input and validation on pur-
chase decisions.
as a part of their Influencer marketing is driving growth for many brands. It is no longer a trend but
promotional a mainstream marketing strategy.

strategy. Influencer marketing has experienced some growing pains, with fraud the most
serious among them. Some influencers have purchased fake followers to inflate the
size of their sphere of influence, misrepresenting their value to advertisers.

Unilever CMO Keith Weed took a bold stand during the 2018 Cannes Lions festival,
announcing that the brand won’t work with influencers who buy followers.

Furthermore, the brand announced plans to inspect influencers and their fol-
lowers to sever ties with those who had fake followers, bots, or used other fraud-
ulent practices. Weed became the voice of the industry on the matter of fraud,
recognizing that when news of fraud becomes public, the influencers take a repu-
tation hit, but so do the brands that trusted those influencers.
 THE ULTIMATE GUIDE TO INFLUENCER MARKETING: 5
INTRODUCTION
What Marketers and Advertisers Need to Know

Fortunately, taking This guide will share with readers the important things to know about influencer
marketing. It will review the current state of influencer marketing, sharing defini-
the right steps to tions, practices, and steps that advertisers should follow to ensure that what they
do is built on trust and true influence, not fake followers.
vet influencers
Two examples of brand influencer marketing campaigns will provide useful tem-
can mitigate fraud plates for success with influencer marketing.

concerns, allowing
brands to leverage
influencers to
great effect.
 THE ULTIMATE GUIDE TO INFLUENCER MARKETING: 6
What Marketers and Advertisers Need to Know

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Visit the URL below to download the full version:

https://www.demandmetric.com/content/definitive-influencer-marketing-guide
 THE ULTIMATE GUIDE TO INFLUENCER MARKETING: 73
ACKNOWLEDGEMENTS
What Marketers and Advertisers Need to Know

Thank you to the following people for their unrelenting support and enthusiasm throughout the production of this guide and toolkit:

THE ANA TEAM CASE STUDY PARTICIPANTS

Kathleen Hunter, Executive Vice President Sharon Cunliffe, Director of Brand Building Communications, Procter & Gamble
Leah Marshall, Director, Influencer Marketing Kate DiCarlo, Senior Communications Manager, Olay
Mike Kaufman. Senior Vice President, Brand Activation Carolyn Donaldson, Sr. Program Manager - Corporate Social Responsibility, AT&T
Kerry Breen, Director, Content Strategy Jessica Filante, Director of Corporate Social Responsibility, AT&T
Kandrea Wade, Manager of Events, Brand Activation Creedance Kresch, Senior Account Director, Fullscreen
Michael Berberich, Director of Marketing Futures Stephanie Robertson, Brand Director, Olay
Adrienne Tallacksen, Freelancer Stephanie True, Associate Director of Accounts, Fullscreen

SUBJECT MATTER EXPERTS PLAYBOOK ADVISORS

Laura Brett, Director, National Advertising Division administered by the Council of Better Ashley Dudzik, Senior Brand Manager, Morningstar
Business Bureaus
Elly Moody, Digital Communications Manager, McDonald’s
Christina Brown, Founder & CEO, LoveBrownSugar
Emily Lyons, Manager of Brand Engagement Communications, McDonald’s
Connor Blakley, Chief Marketing Officer, The Campus Agency
Stephanie McHale, Regional VP, Ripple Street
Mamie Kresses, senior attorney with the Federal Trade Commission
Lisa Singelyn, Vice President, Influencer Marketing and Operations, The Marketing Arm
Amy Mudge, partner at the law firm BakerHostetler
Elsie Cardenas, Social Media Strategy, Toyota Motor North America
Sean Spielberg, Co-founder, Points North Group
Trent Stafford, Public Relations & Brand Engagement Supervisor, McDonald’s Corporation

THE DEMAND METRIC TEAM

Jesse Hopps, CEO

John Follett, COO

Phi Schmidt, VP Product Development

Jerry Rackley, Chief Analyst

Pedro Oliveira, Lead Designer

 THE ULTIMATE GUIDE TO INFLUENCER MARKETING: 74
ABOUT
What Marketers and Advertisers Need to Know

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