Important KPIs for an 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.

Influence does not develop overnight. It may take weeks before you notice any results against your goals. To ensure that your influencer marketing program is on the right course, track the following:

On a daily level

• # of activities
• # of conversations
• # of new opportunities
• Important notes or insights

On a weekly level

• # of conversations
• # of new opportunities
• # of closed opportunities
• Tasks assigned to other team members
• Impediments or issues

On a quarterly level

• # of opportunities created by the influencer relations specialist
• # of interviews/briefings completed
• # of pick-ups/external mentions
• # of closed opportunities

Remember to track your progress against the original goals you set for the influencer marketing program. This may include tracking the number of unique visitors, time on website, number of pageviews, number of followers on social media channels, etc.

All of these metrics can be captured in a web-based tool such as Salesforce.com or Vocus. As the senior sponsor responsible for managing the daily and weekly activities of the influencer relations specialist, you should be able to pull this information together fairly quickly to produce reports.

We suggest the entire executive team meet on a quarterly basis to discuss the results. During this time, you should discuss any issues or impediments the team has faced while executing against the influencer marketing program.

This is a good opportunity to brainstorm and discuss items such as:

• Can we see the impact our program is having on our targets?
• What testing can we do to determine whether we are targeting the right set of influencers?
• What can we do to improve?

Next week, I’ll discuss how to share the results.