This intensive 1-day course is a great way to fully understand the potential of influencer marketing. You’ll be able to identify the right influencers, avoid common pitfalls and plan, implement and measure successful influencer campaigns and partnerships to generate ROI.

  • 12 February 2019
    1 day
    London
    • Earlybird discount £535.50 excl. VAT
    • £595.00 excl. VAT
  • 5 March 2019
    1 day
    London
    • Earlybird discount £535.50 excl. VAT
    • £595.00 excl. VAT
  • 20 June 2019
    1 day
    London
    • Earlybird discount £535.50 excl. VAT
    • £595.00 excl. VAT

    Want to run this event in-house? Enquire about running this event in-house

    Description

    The workshop uses a mix of presentation, case studies, practice techniques, class discussions and exercises. It also includes a free personal pass to Econsultancy’s Influencer Intelligence tool throughout the day, which we will use in the workshop to help you identify influencers who best fit your brand.

    Programme

    Setting the Stage

    • The psychology of influence
    • The influencer landscape -  evolution, trends and future thinking
    • Positive and negative case studies

    The Case for Influencer Marketing

    • Implications for business, marketing and PR
    • How to align your influencer marketing strategy to business, marketing and communications objectives

    Models for influencer marketing success

    • Mutual value – the importance of matching business and influencer expectations and needs
    • Models for influencer partnerships
    • Typical influencer marketing rates
    • A Multichannel approach to influencer marketing – integrated campaign planning for maximum impact

    The Development Process – identifying the right influencers

    • Identifying the right influencers – due diligence
    • The role of data
    • The role of technology – influencer marketing databases, platforms and hubs
    • The role of ‘human’ factors

    The Development Process – successfully managing influencer partnerships and campaigns

    • Developing positive negotiations and working relationships
    • The essential processes - briefs, contracts and guidelines
    • Measuring the impact and value (RI) of your influencer marketing

    Managing Risk and Reputation

    • The legal framework for influencer marketing
    • Influencer Ad disclosure requirements
    • Avoiding influencer ‘fraud’
    • How to avoid reputational risk
    • Aligning to crisis and issues management

     

    Who should attend?

    The course is ideal for marketing and communications/PR professionals at all levels and management staff and business owners looking for an intensive introduction to using influencer marketing to create business value.

    What will I learn?

    Upon completion of this course, you will be able to:

    • Align your influencer strategy to your overall business, marketing and PR objectives
    • Understand how influencer marketing should align to PR, marketing, content marketing and social media strategies
    • Understand how the influencer landscape has evolved
    • Categorise and identify the right influencers as well as the right partnership models for you
    • Learn what influencers want/expect from brand partnerships - and match it to your brand/business needs
    • Understand the critical role of data and technology/tools in influencer marketing planning and measurement
    • Create an influencer marketing strategy or campaign using appropriate channels, content, tools, and techniques
    • Understand the legal framework and the potential pitfalls and risks of influencer marketing (how to avoid reputational #fails)
    • Understand the practical elements of working with influencers including briefs, schedules of work, IP transfer and contracts
    • Measure success of your influencer marketing activity

    In-company training

    This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

    Trainer

    Michelle Goodall

    Michelle Goodall specialises in digital transformation, communications, content, community and social media strategies.

    Formerly Head of Digital at Lexis Public Relations, she has more than 19 years’ experience developing social media strategies, working on digital transformation projects and developing customer engagement strategies.

    Michelle’s clients, past and present, span many industries and include Dove, Direct Line, Charities Aid Foundation, Econsultancy, BBC, Building Research Establishment, Coca Cola, Domino’s, eBay, Camelot, Penguin Random House, Macmillan, Diageo, Boots, McCarthy & Stone, Agricultural and Horticultural Development Board and Barclaycard.

    She worked with LOCOG, the organising body for London2012, over a 4-year period and was involved in the highly successful social media/communications activity during the games itself.