Commentary
Working Backwards to Measure Influencer Marketing Success
- by Ross Fadner , November 28, 2016
Influencer marketing campaigns are hard to measure because not only do they fit into many spheres of media, but they are also not media, Lori Ulanoff, Advocacy Marketing Manager, SoDelicious Dairy Free, WhiteWave Foods Company told the OMMA Denver audience on the “Cool Kid KPIs: Optimizing the Social Influencers” panel. Knowing what to measure is tricky, she said, adding that her brand was able to navigate the difficulty by working backwards to fit results into existing media models.
Find the rest of this session, and more, at our OMMA Denver Agenda page.
Lori's point regarding the longtail results is especially relevant. When you're running a campaign with specific deadlines, we often have deadlines for ROI as well. Combine this with my technology company's focus on identifying and engaging "emerging" influencers, so the up-and-comers, and the long game becomes impirtant once again, as these influencers grow rapidly over time. A fundamental shift in attributing value to influencer marketing must happen soon, and I believe it's a shift towards the way we think about "content marketing" more broadly. Play the long game, build relationships, and see big results.