Influencer Marketing Best Practice Guide

Influencer marketing can be defined as a collision of lobbying, PR and, increasingly, socialisation of the internet. Business leaders are no longer the only influencers. The rise of digital and social media has given all professionals a voice, allowing everyone from new talent through to CEOs to become spokespeople for their industries.

This guide will help you:

• Understand the concept of influencer marketing – how it has changed and the basic principles.
• Market to influencers – identify influencers, plan strategy and create content.
• Measure success – the types of influencer activity and the metrics to focus on.

• Research and planning – setting objectives, identifying influencers, planning strategy and creating content.
• Marketing – how to market to this audience. 
• Analytics – types of influencer activity and valid metrics of success.
• Case studies – an example of influencer marketing in action from Telefónica Digital.

“Organisations, just like people, are influenced by the behaviour of a market and its operating environment”

John Doe

Section 1 – Introduction

Section 2 – Research and planning

Section 3 – Marketing to influencers

Section 4 – Measuring success

Section 5 – Case study