INFLUENCER MARKETING

Playbook & Toolkit

Follow this simple step-by-step guide to develop a

streamlined approach to influencer marketing campaign execution and measurement.
Table of Contents INFLUENCER MARKETING

Framework 03

Introduction 04

stage
1 Learn 06

stage
2 Plan 08

stage
3 Enable 11

stage
4 Execute 14

stage
5 Measure 20

Conclusion 22

About 23
INFLUENCER MARKETING
Framework
For more information about the linked resources
Leverage the framework below to quickly empower below, watch the overview videos.
your organization’s market research strategy.

1 LEARN 2 PLAN 3 ENABLE 4 EXECUTE 5 MEASURE

Influencer Marketing Influencer Marketing Agency Management IM Campaign Influencer Marketing

Guide Goals & Objectives Playbook Plan & Timeline Metrics Dashboard

IM Risk Identification Influencer Marketing

Creative Brief Template
and Mitigation Template Service Provider RFP

Business Case Influencer Marketing Influencer Marketing

Template Platform RFP Template Campaign Budget

IM Platform Influencer Usage

Comparison Template Database

Social Media Influencer Comparison

Marketing Playbook and Selection Tool

Influencer Verification
and Fraud Checklist

Influencer Contract
Checklist

Influencer FTC
Disclosure Due Diligence

Content Marketing
Playbook
 1 2 3 4 5
Learn Plan Enable Execute Measure

Introduction

How to Use this Playbook What is Influencer Marketing?

This document consists of five stages, each with a description,
steps, and action items. Action items include using our premium
tools and templates.
“Marketing that identifies and activates individuals who
Our intention with this playbook is to guide you through Influencer
can sway the brand preferences, buying decisions,
Marketing by helping you:
and loyalty of the broader population using their own
opinions, beliefs, and/or marketing channels.”
Plan for influencer marketing and ensure alignment with
strategic objectives

Execute a successful influencer marketing campaign

The use of influencers to promote a brand is a common

practice, with a 2018 ANA survey of marketers  finding
Measure the performance of your influencer that between 75% and 86% of brands use influencer
marketing efforts marketing, with 65% of brands planning to increase
their spending by 2020.

“Survey Report: How ANA Members Are Using Influencer

Marketing.” April 2018.

INFLUENCER MARKETING 4
 1 2 3 4 5
Learn Plan Enable Execute Measure

Introduction

Scope of the Influencer Marketing Playbook Outputs from This Playbook

Influencer Marketing should be considered part of a larger, integrated Stage 1 - Learn
Marketing plan. This playbook will help you develop an influencer Influencer Marketing Guide
marketing strategy that is aligned with corporate marketing strategy,
social media strategy, and content marketing efforts.
Stage 2 - Plan
If you haven’t already discovered our other playbooks, be sure to
Goals & Objectives, Risk Identification and Mitigation
review them before moving forward. Template, Business Case Template

CONTENT MARKETING PLAN

Stage 3 - Enable
Playbook & Toolkit
Agency Management Playbook, Service Provider RFP,
Platform Comparison Template, Social Media Playbook

SOCIAL MEDIA MARKETING PLAN Stage 4 - Execute

Campaign Plan & Timeline, Creative Brief Template,
Playbook & Toolkit

Follow this simple step-by-step playbook to develop a content marketing plan

Campaign Budget, Influencer Usage Database

that supports your company’s goals & objectives.

MARKETING STRATEGY
Playbook & Toolkit

Stage 5 - Measure
Follow this simple step-by-step playbook to develop a
social media strategy plan that supports your company’s goals & objectives.
Influencer Marketing Metrics Dashboard

Follow this simple step-by-step playbook to develop a corporate marketing strategy

that supports your company’s values and vision.

INFLUENCER MARKETING 5
 INFLUENCER MARKETING

STAGE 1

Learn
In Stage 1, you will gain a deep understanding of Influencer Marketing and Influencer Fraud.
Key activities include:

STEP 1: Review Influencer Marketing Guide

STEP 2: Understand Influencer Fraud
 Introduction
1 2
Plan
3
Enable
4
Execute
5
Measure

Learn

STEP 1 STEP 2
Review Influencer Marketing Guide Understand Influencer Fraud

Action Item Action Item

This guide reviews the current state of influencer marketing, Thanks to a lack of industry standards, influencer
sharing definitions, practices, and steps that advertisers marketing fraud is now a $100 million problem. Read
should follow to ensure that what they do is built on trust this to learn about how brands and agencies are tack-
and true influence, not fake followers. ling transparency and measurement issues to boost this
popular marketing practice.

S TA
VRI ETWL E
GAURI D
N EI N G
VIEW ARTICLE

Sections of the guide include:

Objectives & Engagement
Building a Strategy
Compliance & Disclosure
Selecting & Work with Influencers
Measuring Campaigns

INFLUENCER MARKETING 7
 INFLUENCER MARKETING

STAGE 2

Plan
In Stage 2, you will align your strategic objectives, identify potential risks,
and build a business case for Influencer Marketing.
Key activities include:

STEP 1: Align Goals & Objectives

STEP 2: Identify Risks
STEP 3: Build a Business Case
 Introduction
1
Learn
2 3
Enable
4
Execute
5
Measure

Plan

STEP 1 STEP 2
Align Goals & Objectives Identify Risks

Action Item Action Item

Use the Influencer Marketing Goals & Objectives Template Use our Risk Identification and Mitigation Template to
to ensure that your Influencer Marketing campaigns are help you document the potential risks associated with
aligned to strategic marketing/business objectives. Influencer Marketing, assess their impact and probability,
and develop risk mitigation plans.

VIEW RESOURCE VIEW RESOURCE

This tool will help you identify and document the following: This tool will help you identify and document the following:
Strategic Objectives Risk Events & Expected Outcomes
Influencer Campaigns Impact & Probability
Key Performance Indicators & Metrics Mitigation Plans
Target Timeframe to Achieve Objectives

Helpful Hint – Use our Marketing Strategy Playbook

to create a comprehensive strategic marketing plan.

INFLUENCER MARKETING 9
 Introduction
1
Learn
2 3
Enable
4
Execute
5
Measure

Plan

STEP 3
Build a Business Case

Action Item

Use our Business Case Template to get buy-in for Influ-

encer Marketing from senior management and other key
stakeholders.

VIEW RESOURCE

Sections of your business case should include:

Executive Summary
Opportunity Overview & Key Success
Factors Assumptions & Decision-Making Criteria
Business Impact Analysis
Risk & Contingency Plans
Recommendation

INFLUENCER MARKETING 10
INFLUENCER MARKETING

STAGE 3

Enable
In Stage 3, you will secure the resources that you need to execute
Influencer Marketing successfully.
Key activities include:

STEP 1: Engage Service Providers

STEP 2: Request Vendor Proposals
STEP 3: Evaluate Influencer Marketing Platforms
 Introduction
1
Learn Plan
2
3 4
Execute
5
Measure

Enable

STEP 1 STEP 2
Engage Service Providers Request a Proposal

Action Item Action Item

Use our Influencer Marketing Service Provider RFP Use our Influencer Marketing Platform RFP to help you
Template to help you create a formal invitation to request create a request for proposal for an Influencer Marketing
service provider proposals that meet your business Platform.
requirements and criteria.

VIEW RESOURCE VIEW RESOURCE

Main sections of this document include: Main sections of this document include:
Statement of Work Statement of Work
Proposal Submission Procedure Proposal Submission Procedure
Service Provider Information Vendor Information
Estimated Budget & Resources Required Estimated Budget & Resources Required

Helpful Hint – Use our Agency Management Playbook Helpful Hint – Considering an In-house Agency? Read
to develop an approach to agency selection, manage- this article.
ment and evaluation.

INFLUENCER MARKETING 12
 Introduction
1
Learn
2
Plan
3 4
Execute
5
Measure

Enable

STEP 3
Evaluate Influencer Marketing Platforms

Action Item

Use our Influencer Marketing Platform Comparison

Template to help you conduct an apples-to-apples compar-
ison of three influencer marketing platform solutions.

VIEW RESOURCE

This tool will help you evaluate Influencer Marketing platforms

across the following dimensions:
Influencer Discovery
Influencer Management
Content Management
Service & Support
Technical Requirements
Analytical Requirements

INFLUENCER MARKETING 13
INFLUENCER MARKETING

STAGE 4

Execute
In Stage 4, you will build an influencer campaign, budget,
select & verify influencers, and conduct your due diligence.

Key activities include:

STEP 1: Build a Campaign Plan

STEP 2: Develop a Creative Brief
STEP 3: Set & Track your Budget
STEP 4: Build an Influencer Database
STEP 5: Evaluate Influencers
STEP 6: Verify Influencers
STEP 7: Craft a Content Marketing Plan
STEP 8: Audit Influencer Contract
STEP 9: Protect your Brand

INFLUENCER MARKETING 14
 Introduction
1
Learn
2
Plan
3
Enable
4 5
Measure
Execute

STEP 1 STEP 2
Build a Campaign Plan Develop a Creative Brief

Action Item Action Item

Use our Influencer Marketing Campaign Plan & Timeline Use our Creative Brief Template to communicate the
to help you plan a successful influencer marketing campaign strategic direction of your Influencer Marketing campaign
and ensure that you execute flawlessly. with your agency or team.

VIEW RESOURCE VIEW RESOURCE

This tool will help you identify and document the following: This tool will help you identify and document the following:
Campaign Objectives, Budget, Goals, Channels, Key Messages, Campaign Objectives
Personas, Target Audience Size & Location, Project Team, Touch- Key Messaging and Corporate Positioning
points, Message/Offer, Landing Pages, and more.
Campaign Execution
Proposed Budget & Timeline
Helpful Hint – Use our Social Media Marketing Playbook
to create a comprehensive social media marketing plan.

INFLUENCER MARKETING 15
 Introduction
1
Learn
2
Plan
3
Enable
4 5
Measure
Execute

STEP 3 STEP 4
Set & Track your Budget Build an Influencer Database

Action Item Action Item

Use our Influencer Marketing Campaign Budget Template Use our Influencer Usage Database to help you efficiently
to help you set and track your influencer marketing campaign keep track of the influencers that you have reached out to
budget. and utilized.

VIEW RESOURCE VIEW RESOURCE

A few of the costs associated with your influencer campaign Influencer details to include, but are not limited to:
can include, but are not limited to: Contact information
Influencer Fees & Incentives Pricing & Lessons Learned
Performance Media Agency Representation
Content Creation Past Brand Partnerships
Agency/Consulting Fees
Technology & Software Costs

INFLUENCER MARKETING 16
 Introduction
1
Learn Plan
2 3
Enable
4 5
Measure
Execute

STEP 5 STEP 6
Evaluate Influencers Verify Influencers

Action Item Action Item

Use our Influencer Comparison and Selection Template to Use our Influencer Verification and Fraud Checklist to
help you conduct a systematic comparison of 10 influencers help you create a process for verifying influencers before
against a common set of decision-making criteria. you engage with them.

VIEW RESOURCE VIEW RESOURCE

The influencer evaluation and decision making criteria is This Microsoft Excel template identifies several activities that
composed of the following: should be taken to ensure that your brand is protected and
Alignment with company goals, cultural alignment, competitive should be customized to suit the needs of your business.
partnerships, followers, engagement, circle of influence, risk,
fraud & verification, and content quality.

INFLUENCER MARKETING 17
 Introduction
1
Learn
2
Plan
3
Enable
Gather
4 5
Measure
Execute

STEP 7 STEP 8
Craft a Content Marketing Plan Audit Influencer Contract

Action Item Action Item

Use our Content Marketing Plan that comes with addi- Use our Influencer Contract Checklist to help ensure that
tional tools and templates to develop a content strategy you have a comprehensive contract between your brand
that will power your influencer marketing campaigns. and the influencer.

CONTENT MARKETING PLAN

Playbook & Toolkit

VIEW RESOURCE VIEW RESOURCE

Follow this simple step-by-step playbook to develop a content marketing plan

that supports your company’s goals & objectives.

Stages of this playbook include: This checklist will help reduce uncertainty which will increase
Identify Objectives trust among the parties involved.
Understand Buyers
Identify Gaps
Build Content
Organize Distribution
Measure Your Program

INFLUENCER MARKETING 18
 Introduction
1
Learn Plan
2 3
Enable
Gather
4 5
Measure
Execute

STEP 9
Protect your Brand

Action Item

Use our Influencer FTC Disclosure Due Diligence Checklist

to ensure that the influencers that you engage with adhere
to FTC guidelines.

VIEW RESOURCE

This checklist provides several best-practices that must be

followed in order to protect your brand.

Helpful Hint – A tool to help ensure brands are

conducting their due diligence when executing an influ-
encer campaign.

INFLUENCER MARKETING 19
 INFLUENCER MARKETING

STAGE 5

Measure
Now that you have learned about Influencer Marketing, you need to develop a dashboard for
collecting key metrics and determining program ROI.

STEP 1: Measure Results

INFLUENCER MARKETING 20
 Introduction
1
Learn
2
Plan
3
Enable
4
Execute
5
Measure

STEP 1
Measure Results

Action Item

Use our Influencer Marketing Metrics Dashboard to help

you centralize your key Influencer Marketing campaign
metrics.

VIEW RESOURCE

All of the metrics in this template can be customized to suit your

organization’s needs and help marketers measure the results of
their influencer marketing campaign.. Baseline metrics include:
Engagement
Reach
Brand Lift
Sales Lift

INFLUENCER MARKETING 21
INFLUENCER MARKETING

Conclusion
At the end of any business process, it’s always a good idea to review it
and identify areas for improvement.

Demand Metric has the tools and expertise to help you with the
following:
Create an Influencer Marketing Strategy
Execute an Influencer Marketing Campaign
Select an Influencer Marketing Platform
Assist with using any of the tools referenced in this playbook
Provide hands-on assistance to accelerate achieving your goals

To learn more, contact Demand Metric: [email protected]

INFLUENCER MARKETING 22
INFLUENCER MARKETING

About ANA
The ANA (Association of National Advertisers) makes a difference
for individuals, brands, and the industry by driving growth, advancing
the interests of marketers and promoting and protecting the well-
being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising annually. The membership is comprised of more than
750 client-side marketers and 300 associate members, which include
leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing
the understanding of advertising and marketing within the academic
and marketing communities.
 INFLUENCER MARKETING

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