4 Tips on Managing the Influencer Program

This is a part of a series that was created to help you define build the practice of influencer marketing into your company. This series will walk through the process, necessary roles, in addition to guides for each role to get started with influencer marketing quickly. Over the next several posts, I will break apart the key steps the sponsor is responsible for when launching an Influencer Marketing program.

 

As senior sponsor, you will be supervising the overall influencer marketing effort. The influencer relations specialist will be working with you to identify the influencers, prioritize key influencers, create the content, and deliver the content to the influencers. While the influencer relations specialist can do a lot of the execution, it is important for you to be a part of the planning to ensure the program is working toward meeting the SMART goals.

Here are some things to consider when managing the program:

• What are our impediments to success?
• What are the weekly focal points?
• What are we learning from our conversations with the influencers?
• What changes can we make to the contact plans in order to be more successful?

Additional resources:

Building Scalability into Influencer Relations Programs, Barbara French

Influence Without Authority, Allan Cohen

PR is Dead, Long Live IR, Firas Raouf

Next week, I’ll post action steps for making the most out of your relationships.