Let me start out by saying - when talking about social media influencers, it's hard to not get a little, well, Nosedive-from-Black-Mirror-on-Netflix. But Charlie Brooker, who is the creator and writer of the show, says, "It's basically the world we live in."
I'm not going to talk about why you should do influencer marketing (because for me, the jury is still out on the effectiveness). I'm going to talk more about how to create a database to choose influencers audiences that you're interested in marketing to.
In 2016 I created an influencer databased in Chicago to help my clients with potential connections. You can get the database as part of my excel webinar here (which is amazing, and you are probably going to want to sign up for that).
1. Outline what you're looking for
I'm currently doing some long-term consulting for a kids carpooling app called Parachuute - which you'll want to download immediately if you're in Australia, have children, and want to have a life. Here is some of the information that I'm looking for:
handle - the handle and name can be different
name - I want to have the name to address them so they know I've done a bit of research about them
email - I've found it's more effective to email people than to DM them. Plus you can use streak to track and create templates!
location - we want to focus on Melbourne, but eventually branch out to all of Australia
And to make it on the list they would need to hit certain criteria:
audience - typically you can see from the bio and strolling through the content what audience they're catering
follow/following ratio (it's impressive if you have 10k followers - but not if you're following 5k - that looks like spam)
engagement calculator score - I love using the Influencer Marketing Hub which gives a range on what to expect to pay for a post. Ex. you would need to pay me $15-25 (which would never in a million years be worth it to me) but someone like Seth Godin it's saying $185 - $308. I don't know if that would be accurate, but it's worth using as a starting point to understand the cost
In Parachuute's case we're wanting to find parents who are both working, or families that have 3 or more children. Because we're talking social media influencers here, I think it's safe to assume that it's more likely to find a Mum of three as an influencer than a Mum who is working full-time and finds time to take lil shots of her kid covered in a dripping ice-cream cone (and somehow make it look endearing).
2. Do your research
a. Google. I start out buy googling "top Mum influencers in Melbourne". This is what I got:
b. Instagram. I also went to instagram and searched the "#melbournemummyblogger" hashtag:
3. Start analyzing
Do not get caught up in the hype of what other brands use or how many followers someone has. Be sure to use tools like the engagement calculator and your own brain to see if paying an influencer to promote your product or service actually makes sense.
And come to the excel webinar to see how to use that database you've put together with fancy filters and sorting tools! MELBOURNE TIME: 10:30 AM, Tuesday Sep 18CHICAGO TIME: 7:30 PM, Monday Sep 17