The purpose of this book is to provide an insight into the basics of Influencer Marketing, including its meaning, evolution, growth, types of influencers, identifying the influencers, building relationships with them, content strategy formulation, developing influencer marketing campaigns, measuring success and the future prospects of influencer marketing.
Profusely illustrated with relevant examples, interspersed with snippets of current news items on the various facets of the subject, this is a handy, simple book that covers almost all the basics of Influencer Marketing. Written in simple language, using a lucid style, without diluting the conceptual content of the subject, this book will be useful as a textbook and reference book for the students, marketing faculty and the general public.
Contents –
Chapter 1. Introduction to Influencer Marketing
• Meaning and Definition
• Benefits of Influencer Marketing
• Evolution of Influencer Marketing
• Role of Social Media in the Growth of Influencer Marketing
• Key Concepts and Terminology
• The Power of Influence
The Psychology Behind Influencer Trust and Persuasion
• Influence – The Psychology of Persuasion
• Case Study 1. Influencers Really Influence!
Case Study 2. Genesis of Influencers – The Art of Tea with Wedgwood
• Questions
Chapter 2. Types of Influencers
• Introduction
• Types of Influencers by Follower Count
• Types of Influencers by Industry or Niche
• Types of Influencers by Content Creation
• Difference between Brand Ambassador and Influencer
• Difference Between Affiliate and Influencer Marketing
• Social Media Influencers based on Categories
• Case Studies of Travel Influencers
• Questions
Chapter 3. Identifying Influencers – Methods, Tools and Platforms
• Identifying the Appropriate Type of Influencer
• Best Practices for Choosing the Right Influencer
• Aligning Influencers with Your Brand – Selecting Influencers Who Resonate with Your Target Audience and Brand Values?
• Guidelines to Identify Instagram Influencers
• Guidelines for Vetting Influencers
• Negotiating Influencer Contracts and Agreements
• Case Study – Cult.fit’s Influencer Campaign
• Questions
Chapter 4. The Art of Influencer Outreach and Building Relationships
• The Art of Influencer Outreach
• Important Practices to Follow for Effective Influencer Outreach
• Strategies for Effective Outreach and Engagement
• Some Best Practices for Outreach
• Developing Mutually Beneficial Partnerships
• Steps in Developing Influencer-Brand Relationships
• Negotiating Contracts and Agreements
• Strategies for Developing Win-Win Partnerships
• Understanding Influencer Pricing Models and Effective Price Negotiation Techniques
• Pricing Models for Influencers
• Amazon Associates – Amazon’s Affiliate Marketing Program
• Comparison of Influencer Pricing by Platform
• Case Study – Influencers’ Earnings in India
• Questions
Chapter 5. Content Strategy for Influencer Marketing
• Aligning Influencer Content with Brand Objectives
• Nailing the Influencer Pitch
• Creating Compelling Briefs and Guidelines
• Crafting the Perfect Creative Brief
• Contents of a Good and Strong Influencer Brief
• Ensuring Authenticity and Relevance in Influencer Content
• Steps to ensure Authenticity
• The Importance of Authentic Influencer Content
• Achieving Authenticity in Influencer Marketing: Best Practices to Follow
• Case Study – Relevance, Reach and Resonance Important Criteria for Choosing an Instagram Influencer
• Questions
Chapter 6. Developing Influencer Campaigns
• Introduction
• Best Practices for Developing an Influencer Campaign
• Setting Influencer Campaign Objectives
• Campaign Strategy and Creative Development
• Steps for Building a Solid Influencer Marketing Campaign Plan
• Brainstorming Content Ideas, Formats and Campaign Messaging
• Content Brainstorming Methods
• Best Practices for Content Brainstorming
• Content Formats and Campaign Messaging
• Different Choices for Influencer Marketing Campaigns
• Launching and Managing Influencer Marketing Campaigns
• Dealing with Unforeseen Challenges and Crises
• Managing Influencer Marketing Challenges
• Compliance with Advertising Regulation in India
• Case Study – Best Influencer Marketing Examples in India
• Questions
Chapter 7. Measuring Influencer Marketing Success
• Introduction
• Guidelines for Measuring Influencer Marketing Success
• Social Media Analytics Tools
• Steps Involved in Effective Social Media Analytics
• Leveraging Social Listening Tools and Platform Analytics
• Benefits of Social Listening
• Social Listening Tools and Platforms
• Case Study – Social Listening Examples from Brands Doing it Right
• Questions
Chapter 8. The Future of Influencer Marketing
• Introduction
• Emerging Trends
• Exploring New Influencer Marketing Platforms
• New Content Formats
• Ethical Considerations in Influencer Marketing
• What Brands Should Do to Avoid Unethical Practices
• Addressing Influencer Frauds/Scams
• How to Identify Influencer Frauds
• Long-term Influencer Marketing Partnerships
• Best Practices for Building Long-Term Influencer Brand Partnerships
• Case Study 1. Extremely Online 2. The ‘Honey Scam Controversy’
• Questions