List the paid, owned, and earned media channels you are currently using.
Define your brand type between conservative, corporate, or BrandHero based on social media’s role in your marketing efforts.
Decide if your brand’s approach to social media is:
- Conservative: Only use social media for paid ads.
- Corporate: Have mostly paid social media, but have experimented with some earned and organic media.
- BrandHero: Incorporate always-on earned media campaigns that encourage user-generated content and conversation, while using paid social media to boost campaigns.
Define your brand’s short and long-term goals for social media.
Answer questions like:
- How do we want social media to fit into our marketing mix in the short term? In the long term?
- Are there social media channels we want to pursue in the long or short term?
- Where does influencer marketing fit into our short and long-term social media goals?
- How do we want to balance earned, paid, and owned media?
Decide which social media platform or platforms you will use for influencer marketing based on your brand’s social media goals and your target audience’s preferences.
Conduct audience research using interviews, surveys, and tools like SparkToro to see which social media platforms your target audience uses and channels they prefer.
Consider what type of content you want the influencers to produce as well, like how high-quality photos do best on Instagram, while in-depth video reviews do well on YouTube.
Select specific campaign goals based on what you want to achieve and who you want to reach or retain.
- Is this campaign about attracting a new audience, entering a new market, or retaining our existing audience?
- What do we want our audience to do after seeing the influencers’ campaign content? What action should they take?
Choose which metrics you will use to track and measure success for your campaign goal.
For example, social shares or social brand mentions for the goal of brand awareness.
While you should still track other metrics, narrow down the key success indicators to focus your measurement efforts.
Set internal benchmarks for each channel based on historical social media data.
For commonly used metrics like engagement rates, you can also benchmark against industry standards to compare your campaign to others in your industry. Upfluence publishes many industry reports related to influencer marketing.
Specify how you will track your success indicators.
For example, if you want to measure brand advocacy, you could create a branded hashtag unique to this campaign, and then measure how often the hashtag is used once the campaign begins.
Record your measurement framework, including your campaign goal, metrics to track, and success indicators, to use throughout the campaign.
Summarize your measurement framework and add it to your campaign brief to align your team’s efforts.