--- name: influencer-marketing description: Plan and execute influencer marketing campaigns including influencer discovery, vetting, outreach, contract negotiation, campaign management, performance tracking, and ROI measurement. Use when finding influencers, negotiating deals, managing campaigns, tracking influencer performance, or measuring influencer marketing ROI. Triggers on phrases like "influencer marketing", "influencer discovery", "influencer outreach", "influencer campaign", "micro-influencer", "macro-influencer", "influencer contract", "influencer ROI", "creator economy", "affiliate marketing", "influencer vetting", "engagement rate", "sponsored content", "brand ambassador", "influencer management". --- # Influencer Marketing Plan and execute influencer marketing campaigns including discovery, vetting, outreach, campaign management, and performance tracking. ## Workflow ### 1. Influencer Strategy & Planning ``` INFLUENCER MARKETING STRATEGY ═══════════════════════════════════════ Influencer Tiers: ═══════════════════════════════════════ Tier Followers Rate/Post Engagement Best For ─────────────────────────────────────────────────────────────────────────────── Nano 1K-10K $100-$500 5-8% Authenticity, niche Micro 10K-100K $500-$5K 3-6% Engagement, trust Mid-tier 100K-500K $5K-$15K 2-4% Reach + engagement Macro 500K-1M $15K-$50K 1-3% Brand awareness Mega 1M+ $50K+ 0.5-2% Mass awareness RECOMMENDED MIX (B2B): ═══════════════════════════════════════ → 60% Micro-influencers (10K-100K, industry experts) → 30% Mid-tier (100K-500K, thought leaders) → 10% Macro (500K+, broad awareness) Budget Allocation: $25,000/month → Nano/Micro: $15,000 (6 influencers/month) → Mid-tier: $8,000 (1-2 influencers/month) → Macro: $2,000 (occasional, campaign-based) CAMPAIGN TYPES: ═══════════════════════════════════════ Type Duration Influencers Content Types Goal ─────────────────────────────────────────────────────────────────────────────── Product review 2 weeks 5-10 micro Review post + story Social proof Brand awareness 4 weeks 3 mid + 1 macro Multiple posts Reach Launch campaign 3 weeks 10 micro Teaser + reveal Buzz UGC campaign Ongoing 20+ nano Authentic content Content library Thought leadership Ongoing 2-3 mid LinkedIn articles Authority Affiliate Ongoing 50+ Various Sales ``` ### 2. Influencer Discovery & Vetting ``` INFLUENCER DISCOVERY PROCESS ═══════════════════════════════════════ Discovery Channels: ═══════════════════════════════════════ → Instagram/TikTok: #hashtag search, explore page → LinkedIn: Industry thought leaders, newsletter authors → YouTube: Niche channels, tutorial creators → Podcasts: Industry-specific podcast hosts → Twitter: Thought leaders, active commenters → Tools: Upfluence, AspireIQ, Grin, CreatorIQ, HypeAuditor → Manual: Competitor analysis, audience recommendations VETTING CRITERIA: ═══════════════════════════════════════ → Audience alignment: Followers match target audience → Engagement rate: ≥ industry average (micro: 3-6%, macro: 1-3%) → Content quality: Professional, on-brand, consistent → Authenticity: Genuine voice, not overly commercial → Follower growth: Organic (steady), not spikes (bought) → Comment quality: Real conversations, not bot comments → Brand safety: No controversial/off-brand content → Previous sponsorships: Relevant, well-integrated Red Flags: ═══════════════════════════════════════ → Follower-to-engagement ratio < 0.5% (bought followers) → Generic comments (bot activity) → Sudden follower spikes (purchased followers) → Controversial/off-brand content (past posts) → Excessive sponsorships (over-commercialized) → Audience mismatch (wrong demographic) ``` ### 3. Outreach & Negotiation ``` INFLUENCER OUTREACH TEMPLATE ═══════════════════════════════════════ Subject: Partnership opportunity: [Influencer name] × [Brand] Hi [Name], I've been following your content on [platform] and love your recent post about [specific content]. Your insights on [topic] really resonate with our audience. I'm [your name] from [company], and I'd love to explore a partnership. We help [target audience] with [value proposition]. Would you be open to creating [content type] about [topic]? We'd love to collaborate on something that feels authentic to your audience. Are you available for a quick call this week to discuss? Best, [Your name] [Title] | [Company] NEGOTIATION FRAMEWORK: ═══════════════════════════════════════ Compensation Models: ═══════════════════════════════════════ Model Description When to Use ──────────────────────────────────────────────────────────────────────── Flat fee Fixed payment per post Standard, clear Performance-based Pay per result (sales, leads) Goal-aligned Hybrid Base + bonus for results Best of both Product exchange Free product for content Nano, product fit Affiliate commission % of generated revenue Long-term, sales Retainer Monthly ongoing Brand ambassador Contract Terms: ═══════════════════════════════════════ → Content deliverables (number, format, platform) → Timeline (creation, approval, posting) → Usage rights (repost, paid amplification) → Exclusivity (competitor restrictions, duration) → Compensation (amount, payment schedule) → Performance metrics (engagement, reach, clicks) → Disclosure requirements (#ad, #sponsored) → Approval process (content review, revision rounds) → Termination clause (breach, non-performance) ``` ### 4. Campaign Management ``` CAMPAIGN MANAGEMENT WORKFLOW ═══════════════════════════════════════ 1. Brief: Campaign goals, messaging, guidelines 2. Content creation: Influencer creates content 3. Review: Brand review (1 revision round) 4. Approval: Final approval + posting schedule 5. Launch: Influencer posts content 6. Amplify: Brand shares/promotes content 7. Monitor: Track performance in real-time 8. Report: Post-campaign analysis CONTENT GUIDELINES FOR INFLUENCERS: ═══════════════════════════════════════ → Key messaging: 3-4 talking points (not a script) → Brand elements: Logo, colors, product placement → Required disclosures: #ad, #sponsored, FTC compliant → Do's: Be authentic, share personal experience → Don'ts: Make false claims, bashing competitors → Call-to-action: "Try [product]", "Link in bio" → Hashtags: Brand hashtag + 2-3 relevant hashtags → Posting: Optimal time, pin comment with link Content Calendar: ═══════════════════════════════════════ Influencer Platform Content Type Post Date Status Budget ──────────────────────────────────────────────────────────────────────────────── @john_tech LinkedIn Review post MM/DD Scheduled $2,000 @sarah_marketing Instagram Carousel MM/DD Created $1,500 @mike_dev YouTube Tutorial MM/DD Draft $3,000 @emma_business TikTok Demo video MM/DD Approved $800 @david_analytics Twitter Thread MM/DD Live $500 ``` ### 5. Performance Tracking & ROI ``` INFLUENCER PERFORMANCE TRACKING ═══════════════════════════════════════ Metrics: ═══════════════════════════════════════ Metric How to Measure Target ──────────────────────────────────────────────────────────────── Reach Impression count Campaign goal Engagement Likes, comments, shares ≥ 3% engagement Clicks UTM-tracked link clicks ≥ 1% CTR Conversions Promo code / UTM ≥ 0.5% conv Follower growth Net new followers ≥ 50 per post Sentiment Positive/negative ratio ≥ 80% positive Content value Production cost equivalent N/A ROI CALCULATION: ═══════════════════════════════════════ Influencer Cost Reach Eng. Clicks Conv. Revenue ROAS ────────────────────────────────────────────────────────────────────────────────── @john_tech $2,000 45,000 1,800 250 12 $6,000 3.0x @sarah_marketing $1,500 32,000 1,280 180 8 $4,000 2.7x @mike_dev $3,000 28,000 1,120 150 10 $5,000 1.7x @emma_business $800 15,000 900 120 5 $2,500 3.1x @david_analytics $500 8,000 320 60 3 $1,500 3.0x ────────────────────────────────────────────────────────────────────────────────── Total $7,800 128,000 5,420 760 38 $19,000 2.4x Average ROAS: 2.4x (target: ≥2.0x) ✓ Average cost per acquisition: $205 Average engagement rate: 4.2% ``` ## Edge Cases - **B2B**: LinkedIn influencers, industry experts, podcasters - **FTC compliance**: Disclosure requirements, legal review - **Global**: Multi-language, cultural sensitivity - **Micro vs macro**: Budget allocation, ROI expectations - **Long-term**: Ambassador programs, relationship building ## Integration Points - **Platforms**: Upfluence, AspireIQ, Grin, CreatorIQ, HypeAuditor - **Social**: Instagram, TikTok, LinkedIn, YouTube, Twitter - **Analytics**: GA4, UTM tracking, affiliate platforms - **Contracts**: DocuSign, HelloSign - **Payment**: PayPal, Stripe, affiliate platforms - **Management**: Airtable, Notion, Asana ## Output ### Influencer Marketing Status ``` INFLUENCER MARKETING — Q4 2024 ═══════════════════════════════════════ Active influencers: 25 (15 micro, 8 mid, 2 macro) Monthly spend: $25,000 Average ROAS: 2.4x (target: ≥2.0x) ✓ Total reach: 128,000/month Engagement rate: 4.2% (industry avg: 2.5%) ✓ Monthly revenue attributed: $19,000 Top performer: @john_tech (3.0x ROAS) Next priority: Expand nano-influencer program, launch affiliate campaign ```