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Twitter Chat: Making the Most of Influencer Marketing - Transcript & Summary

Twitter Chat: Making the Most of Influencer Marketing - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 20th February 2018.

Madalyn Sklar hosted a Twitter Chat with Rachel Miller around the topic of “Making the Most of Influencer Marketing”.

Details of our next Twitter Chat:

Topic: TBA
Guest: Deirdre Breakenridge – Communications Strategist & CEO at Pure Performance Communications
Date & Time: Tuesday, 27th February 2018, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Rachel Miller.

From the CEO Questions:

  1. How does ManageFlitter nurture and monitor its influencer marketing efforts?

Guest Questions:

  1. What are the characteristics of a successful influencer marketing campaign?
  2. What sort of questions should marketers be asking when auditing their influencer marketing campaign?
  3. How do you ensure the interests of your brand and chosen influencer remain aligned?
  4. What metrics should you be tracking? Are there any tools to help marketers do this?
  5. How can brands use hashtags to monitor their influencer marketing?
  6. What are trackable links and how can marketers use them to audit their influencer marketing?
  7. What are your predictions for influencer marketing in 2018?

From the CEO Questions:

Q for @Ke_Ga): How does ManageFlitter nurture and monitor its influencer marketing efforts? #SocialROI pic.twitter.com/QPQIwBgdHh
— ManageFlitter (@ManageFlitter) February 20, 2018

CEO Answers

A1:
A1) We monitor all Social and Web mentions of @ManageFlitter.
We use Tweetdeck to monitor @ reply Twitter mentions. We use @brand24 integrated with Slack to monitor all mentions of ManageFlitter.#SocialRoi https://t.co/KaBmPVbBd0
— Kevin Garber (@Ke_Ga) February 20, 2018

A2) We have many people that blog about @ManageFlitter without informing us so having mentions of ManageFlitter tracked automatically is crucial.#SocialRoi https://t.co/KaBmPVbBd0
— Kevin Garber (@Ke_Ga) February 20, 2018

A3)
For example here are two blog articles published this month that mentioned @ManageFlitter:https://t.co/GJVV3T4XSb https://t.co/rUomiWyN3D
Both articles were identified by @brand24 .#SocialRoi https://t.co/KaBmPVbBd0
— Kevin Garber (@Ke_Ga) February 20, 2018

A4) We always try to thank those responsible for these @ManageFlitter mentions and share the content if appropriate. #SocialRoi https://t.co/KaBmPVbBd0
— Kevin Garber (@Ke_Ga) February 20, 2018

A5) ManageFlitter also manages our own “ambassador” program. We form relationships with influencers that are already talking about ManageFlitter. This program is up for review as it has remained unchanged for many years. #SocialRoi https://t.co/KaBmPUU0ls
— Kevin Garber (@Ke_Ga) February 20, 2018

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Guest Questions:

Q1: What are the characteristics of a successful influencer marketing campaign? #SocialROI pic.twitter.com/0yPeAxQMc0
— ManageFlitter (@ManageFlitter) February 20, 2018

Guest Answers

Successful #InfluencerMarketing campaigns need:
Clear objective
Strong Alignment with Influencers and Brand
Best fit Content type for Objective and Alignment
Accurate measurement of KPIs#SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

Identifying the correct influencers is very important as is selecting the best content type. If you are producing a video select influencers who are already actively creating video content. #SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

Other Answers

A1: A successful influencer marketing campaign largely depends on the influencer. You need to work with someone who understands your brand’s mission and who aligns with your audience. #SocialROI
— Express Writers (@ExpWriters) February 20, 2018

A1: Doing an influencer audit is more important than ever now. Don’t ever just check followers and likes, vanity metrics kill.
Always check engagement based on your objectives. #SocialROI
— Jeff Higgins Reads Playboy For The Articles (@ItsJeffHiggins) February 20, 2018

A1: start w/ research to identify your top potential influencers based off their niche, audience, content quality, & engagement rate. Campaign should include many touch-points to the influencer’s audience so you capture the most eyeballs & make a lasting impression #SocialROI
— Power Digital (@PwrDigMarketing) February 20, 2018

A1) Positive community sentiment is always a good characteristic.
If your audience relates, is entertained, trusts and/or respects your influencer then both parties are doing something right.
Hard to measure, but easy to get a ‘feel’ for. #SocialROI
— Kate Frappell (@katefrappell) February 20, 2018

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Q2: What sort of questions should marketers be asking when auditing their influencer marketing campaign? #SocialROI pic.twitter.com/emPbYkeMXB
— ManageFlitter (@ManageFlitter) February 20, 2018

Guest Answers

A2. These are my go-to’s:
Does the influencer marketing plan match up with my overall business goals?
Do the individual influencers performance support the overall influencer marketing plan?
Which metrics are we measuring and why?#SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

A2 continued…
Do we have the right tools, people, processes in place, and if not, how do we address the holes?
What is the plan for influencer marketing improvement – specifically scaling – over time? #SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

Other Answers

A2. What was our plan? Did we execute well? What was the result? What did we invest? Were the results a good return on the investment? Did we learn anything for next time? Did we make any connections that help us? #SocialROI https://t.co/T1TFmu71Kb
— Ben Sailors (@SailorsBen) February 20, 2018

A2. What have they done before w/ brands? Do they have sound metrics to back their presence and voice? What was their impact on shifting behaviors and actions based on their endorsement? These are questions I always for my projects I work on for brands. #socialroi https://t.co/s8V5sZ5Pdq
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) February 20, 2018

A2: Are our goals matching up with our targets interests?
Are your targets not only engaging with the campaign but actually growing it by shares or WOM.
Is your influencer engaging after the campaign ends or is it a one off? #SocialROI
— Jeff Higgins Reads Playboy For The Articles (@ItsJeffHiggins) February 20, 2018

A2 ALWAYS check engagement not just Vanity Metrics & you could even ask for a test post to see how well aligned you are. Maybe see what their schedule is like and how they prefer to engage with their audience. Also what they want out of it. Think away from just money! #SocialROI https://t.co/aAK6gxtpmW
— Tristan Griffiths #ImTristanG (@ImTristanG) February 20, 2018

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Q3: How do you ensure the interests of your brand and chosen influencer remain aligned? #SocialROI pic.twitter.com/e64EEPtmQQ
— ManageFlitter (@ManageFlitter) February 20, 2018

Guest Answers

A3. Consistent touchpoints and monitoring. I strive to engage my influencer community daily. It is important to keep the conversation going and to see who they are having conversations with and who is talking about them and your brand. #SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

A3. Influencers will often partner with multiple brands so it is important to know what’s important to them and their current projects to keep closely aligned. #SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

Other Answers

A3 To insure the interest of the brand and the influencer stay aligned, You must have agreement up front and ongoing communication. #SocialROI
— Lucille Fisher Kindness, Compassion, & Marketing (@sageandsavvy) February 20, 2018

A3)
– Have regular catch ups
– Discuss short AND long term goals
– Brainstorm together#SocialROI
— Kate Frappell (@katefrappell) February 20, 2018

A3. Check In. You want to know how things are progressing, how they continually feel about things, and listen to what they have to say. Taking the time to listen will give you all the information you need on what to do next. #SocialROI https://t.co/foW2E4vCky
— Ben Sailors (@SailorsBen) February 20, 2018

A3:
Choose influencers whose audiences reflect the needs and wants that your product/service offers.
When it comes to influencers, it’s not a one fits all policy. #SocialROI
— Social Edit (@socialeditca) February 20, 2018

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Q4: What metrics should you be tracking? Are there any tools to help marketers do this? #SocialROI pic.twitter.com/TYBfkw7K3L
— ManageFlitter (@ManageFlitter) February 20, 2018

Guest Answers

A4. Metrics vary depending on the specific campaign type. For example an awareness campaign has different metrics than a conversion campaign. But generally I recommend tracking influencer shares and link clicks. #SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

A4. There are many tools that can assist with success tracking. I’m a fan of @Traackr @Buzzsumo @zoomph @bitly @onalytica @hashtracking and many others including Mr Google. I’m a tool junkie!
#SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

Other Answers

A4 You can track conversions by giving your Influencer specific promo codes. #SocialROI
— Lucille Fisher Kindness, Compassion, & Marketing (@sageandsavvy) February 20, 2018

A4b You can also ask the Influencer to use unique hashtags for the campaign to make monitoring easier. #SocialROI
— Lucille Fisher Kindness, Compassion, & Marketing (@sageandsavvy) February 20, 2018

A4: quantitatively – reach, retweets, shares, increase in mentions. But more importantly, qualitatively, dig into the ‘what’ of the comments and mentions. The ‘who’ and the ‘how’. #SocialROI
— Bettina Papirio (@hw_bettina) February 20, 2018

A4: Comments are a great gauge and of course, based on the goals — SALES! #SocialROI
— Maria Marchewka (@_MariaMarchewka) February 20, 2018

A4: Sentiment analysis is a massive indicator of where you’re going or more importantly, where you NEED to be going.
Watch your shares and mentions to track growth and what direction your campaign is taking.#SocialROI
— Jeff Higgins Reads Playboy For The Articles (@ItsJeffHiggins) February 20, 2018

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Q5: How can brands use hashtags to monitor their influencer marketing? #SocialROI pic.twitter.com/9owl6C5M7t
— ManageFlitter (@ManageFlitter) February 20, 2018

Guest Answers

A5. I heart hashtags! Hashtags are truly the glue that hold social conversations together. They are fantastic for identifying influencers as well as tracking performance of a campaign. #SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

A5. Branded hashtags are great for segmenting your campaigns and closely monitoring the performance of influencer marketing efforts. #SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

Other Answers

A5. Hashtags are free advertising. By using hastags you can hand pick the way you want to track interactions with your brand or influencer. Hashtags give your a way to connect, a way to track, and a way to search for content. Use them all! #SocialROI https://t.co/yFkmiLYZp6
— Ben Sailors (@SailorsBen) February 20, 2018

A5. Hashtags also can be an extension of your brand, your influencer, and your audience. It becomes part of your brand. #SocialROI https://t.co/yFkmiLYZp6
— Ben Sailors (@SailorsBen) February 20, 2018

A5) Agree with your influencer which hashtag fits your goals and their brand. Hashtags have to be intuitive to the campaign. If the audience has to stretch too far to remember or make the association, it won’t work. #SocialROI
— Bettina Papirio (@hw_bettina) February 20, 2018

A5. Track the metrics for the hashtag coupled with brand name.
Measure organic reach and targeted tactics.
Community metrics with conversions.
#SocialRoi
— Dr. Dorrie Cooper (@sittingpretty61) February 20, 2018

A5) Unique “Branded Hashtags” are great to track converstaions & reach, but difficult for smaller orgs to use (as they’re not well known or ‘brandable’ enough). Focus on getting mentions, either with or without the @, and the marketing #FancyHashtags will follow #SocialROI
— Gary Ennis (@nsdesign) February 20, 2018

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Q6: What are trackable links and how can marketers use them to audit their influencer marketing? #SocialROI pic.twitter.com/JgbJc8Hofr
— ManageFlitter (@ManageFlitter) February 20, 2018

Guest Answers

A6. Trackable links allow you to shorten your website urls and also generate unique codes that track the number of visitors to that page. #SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

A6. It is best practice to track the links used in an influencer campaign. There are many link shorteners available – Google and Bitly are popular. #SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

A6. I recommend creating individual trackable links for each influencer so you can see how each person performed compared to the overall campaign. #SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

Other Answers

A6: Anything from simple https://t.co/JJf5eKDfek links to UTM codes on Google Analytics. They are basically links where you can work out exactly where a link was clicked from #SocialROI
— Tim Lewis @ Stoneham Press (@StonehamPress) February 20, 2018

A6 Links created that are specific to the influencer can help monitor conversions. Just like an affiliate link. #SocialROI
— Lucille Fisher Kindness, Compassion, & Marketing (@sageandsavvy) February 20, 2018

A6 Trackable links are ones you can see who used, how many times etc, but far too many people don’t customise or #BRAND them! @Bitly is good, CUSTOM is better eg https://t.co/O1N1A7dMSS & easy to set up!!
Ask if you need help?
Know @rachelloumiller will agree!! #SocialROI https://t.co/cRZiat9fsW
— Tristan Griffiths #ImTristanG (@ImTristanG) February 20, 2018

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Q7: What are your predictions for influencer marketing in 2018? #SocialROI pic.twitter.com/E54o6BP4tK
— ManageFlitter (@ManageFlitter) February 20, 2018

Guest Answers

A7. Influencer marketing is much more than vanity metrics. Businesses will use influencer marketing to spur conversations that drive conversions.
Video and podcasts will be the go to delivery channels for influencer marketing. Maximize the human element.
#SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

A7. I think we’ll see more of the same faces in influencer marketing campaigns. One and done is not a smart tactic. Influencers that transition to brand advocates are some of your greatest marketing assets. #SocialROI
— Rachel Miller (@rachelloumiller) February 20, 2018

Other Answers

Q8. I would expect influencer marketing to increase for the forseeable future. With the advent of TwitterChats, and social media strategies to increase engagement, I can’t see it going any where but up. #SocialROI https://t.co/xkOjoc5rtM
— Ben Sailors (@SailorsBen) February 20, 2018

A7 I hope that the fake influencers fade out or become less of a hype. More organic & integrated influencer campaigns that give value & create value #socialROI https://t.co/NswKaEhVje
— Zala Bricelj #SMMW18 here I come (@ZalkaB) February 20, 2018

A7 Love that anyone with a dedicated audience who spends time really relating to them can be an #Influencer and that is a GOOD thing! It means more reliability & more options for brands. I say more MICRO COMMUNITIES will be a BIG win in the long run. #SocialROI https://t.co/W7qPkivvxf
— Tristan Griffiths #ImTristanG (@ImTristanG) February 20, 2018

A8. You will see more influencers and thought leaders utilized like authors, experts in a niche in the field. Campaigns are going to be more and more tailored to video, product education, and interaction with product or service in video. #SocialRoi
— Dr. Dorrie Cooper (@sittingpretty61) February 20, 2018

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 27th February 2018, 5.00pm EST.

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