Influencer Marketing Strategy: How to Create Successful Influencer Marketing

Cover
Contents
About the author
Foreword
Acknowledgements
01 What is influencer marketing?
	History of influencer marketing
	Why do people follow content creators?
	The definition of influencer marketing
	The definition of an influencer
	What influencer marketing isn’t
	Popular influencer sectors
	The advantages of influencer marketing
	Influencer marketing and brands
	Influencer marketing in the marketing mix
	How to use influencers
	How not to use influencers
	Industry bodies
	Summary
	Takeaways
	Notes
02 The major platforms for influencer marketing
	Instagram
	YouTube
	LinkedIn
	Twitter
	Facebook
	Snapchat
	TikTok
	Pinterest
	Twitch
	Understanding the media
	Summary
	Takeaways
	Notes
03 Creating your strategic framework
	Research
	Competitor analysis
	Setting your objectives
	Setting your budget
	Promotional strategies to deliver key objectives
	How and where to use influencers
	Creating the campaign brief
	Finding the right influencers
	Content creation
	Getting internal buy-in
	Summary
	Takeaways
	Notes
04 The legal impacts of influencer marketing
	The influencer campaign contract
	Rules and regulations
	Online fraud tactics and bad practice
	When things go wrong
	Summary
	Takeaways
	Notes
05 Working with influencers
	Common characteristics of influencers
	Who influencers admire and why
	Calculating influence
	Negotiating with influencers
	Different types of influencer
	Content creation
	Summary
	Takeaways
	Notes
06 Finding influencers
	Direct outreach
	Dedicated platforms
	Working with an agency
	Networking
	Summary
	Takeaways
07 Creating an ambassador programme
	Purpose
	Benefits of an ambassador programme
	Setting up the ambassador programme
	Summary
	Takeaways
	Notes
08 Influencer marketing around the world
	Introduction
	Asia
	Australia
	United Arab Emirates
	South America
	Eastern Europe
	International idioms
	Summary
	Takeaways
	Notes
09 The future of influencer marketing
	What does the future for influencer marketing look like?
	What do industry leaders think?
10 Understanding analytics and measurement
	Understanding measurement
	Social media listening
	What makes a campaign go viral?
	Ingredients of a viral campaign
	Different metrics to measure
	Interpreting the results
	Takeaways
	Notes
11 Case studies
	The content creator interview
	Notes
Appendix 1: Directory of influencer marketing platforms, agencies and consultants
Appendix 2: Glossary of terms
Index