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Influencer Marketing

Influencer Marketing

This is an overview of what an influencer is, what affiliate marketing is, and how we are going to identify, contact, and onboard the ones to help us increase sales.
1
Start Here
2
Each Habit & Keyword
3
Tools
4
Criteria for becoming a Pavlok influencer
5
Research & Identifying influencers
6
Finding their contact information
7
IF: "Send me your product"
8
Onboarding Affiliates
9
How to Ship Product to Affiliates
10
Affiliate Experience

Start Here

Influencer Marketing is identifying personal brands, blogs, and social media accounts that have a large following.

We are going to identify relevant influencers, contact them, and ask them to help promote Pavlok. 

There are three types of pitches we will do 

1. Basic/Simple – pay to post – these influencers will accept a flat fee to post once or twice to their audience. 

2. Affiliate/Joint Venture – these influencers will be more of a major deal and will become an affiliate to do more than one post. The kinds of deal we do with them can include: joint webinars, them sending out an email to their list, multiple posts, etc. The nature of this type of influencer relationship is ongoing as they will take a $50 commission per unit sold. They will get a special price for their audience of $179 per Pavlok device (regular is $199).

3. Integration/Partnership deals – This is more advanced and we won’t be taking immediate action to identify potential bigger collaborations like this. An example of this: a productivity blogger has a course on how to become more productive, they might lack tracking or accountability in their program, we can help them by adding their courses to our Pavlok app, and white label our Pavlok device to be one specifically for their program. At this stage we will identify them, but not contact them.

The focus is to grow #1 and #2 for the rest of 2016. 

Please go through the rest of the system.

As you go through this pay special attention to the tracking and weekly KPI’s section.

KPI = Key Performance Indicators

Each influencer will be different depending on what habit group they represent [see next section: Each Habit & Keyword].

Each Habit & Keyword

Habit Verticals:

1. Quit smoking

2. Eat healthier 

3. Nail biting/skin picking/OCD behaviors

4. Fitness (start & tracking)

5. Be more productive

6. Stop sleeping in

7. Other

Keywords (for all habits)

Can be found here, and are organized by each of the above habits >

https://docs.google.com/document/d/1OttxLArwUhOeRK9WzcP1ae4dgbjNFdQorsWKUtgHxAY/edit?usp=sharing

Tools

Info About Our Affiliate Program:

http://pavlok.com/blog/affiliate-programs/

Refersion (Affiliate Tracking Platform)

https://www.refersion.com/

Influencer Platforms:

Whalar.com – recommended Instagram influencer marketing

Thuzio 360

Nichify

Reelio

Famebit,

TapInfluence

Instabrand.

Affiliate Marketplaces (PRODUCTS)

1. Commission Junction, http://www.cj.com/publisher

2. ClickSure, https://www.clicksure.com/#affiliate

3. PayDotCom, https://paydotcom.com/vendors.php

4. Payzeno, https://www.payzeno.com/users/login/?jump=/products/view

How to Track Influencers & Communication

We will use the below spreadsheet to keep track of all Influencer information, pitches, and communication. 

https://docs.google.com/a/khierstynross.com/spreadsheets/d/1xritV7PGgR9s7utX52ZBil0_d0LFFFrKrDkI-8qa2C4/edit?usp=sharing

There will be multiple people adding information to the same spreadsheet to make sure to ONLY deal with influencers you’ve identified.

Before you pitch, be sure to search the spreadsheet and make sure someone else hasn’t already identified and communicated with them, or that they aren’t already an affiliate.

Criteria for becoming a Pavlok influencer

Each influencer will fall into one specific habit group.

When we do research, when we pitch them, we are doing so with one habit group in mind. 

You can see which habit groups we have by going to [Each habit group and keyword].

Here is the criteria for someone to qualify to be an influencer:

> Social media following of > 100,000 followers total (facebook/twitter/instagram)
> Good engagement: Check and see how many comments/likes they have per follower on that platform. 

average # likes per post (most recent) / # followers (on that platform)

If this number is at or above 2%, they qualify

> Email list of > 35,000
> Their audience fits one of our habit groups

Please use this checklist before you pitch them

  • 1

    Do they have a social media following of > 100,000?
  • 2

    Do they have good social engagement (above 2%)?
  • 3

    Their content and audience fits one of our habit groups

Research & Identifying influencers

For this part of the process, we are going to use the keywords mentioned earlier to start a simple search to identify relevant influencers.

For reference, here are the habit groups organized by

Keywords

https://docs.google.com/document/d/1OttxLArwUhOeRK9WzcP1ae4dgbjNFdQorsWKUtgHxAY/edit?usp=sharing

Habit Groups: 

1. Quit smoking
2. Eat healthier 
3. Nail biting/skin picking/OCD behaviors
4. Fitness (start & tracking)
5. Be more productive
6. Stop sleeping in
7. Other

WHAT WE ARE LOOKING FOR

If we are searching for the ‘Eating Healthier’ habit, here are some sub-habits we can search:

> Quit sugar
> Eat healthier
> Stop snacking
> Eating less junk food
> Quitting gluten

HOW TO

By focusing on ONE habit, choose the keyword, and search using that term on Google, YouTube, Facebook, Twitter, and Instagram.

How to use keywords to identify relevant influencers.

Finding their contact information

We will use the below spreadsheet to keep track of all Influencer information, pitches, and communication. 

https://docs.google.com/a/khierstynross.com/spreadsheets/d/1xritV7PGgR9s7utX52ZBil0_d0LFFFrKrDkI-8qa2C4/edit?usp=sharing

There will be multiple people adding information to the same spreadsheet to make sure to ONLY deal with influencers you’ve identified.

Before you pitch, be sure to search the spreadsheet and make sure someone else hasn’t already identified and communicated with them, or that they aren’t already an affiliate.

DISCLAIMER

We will be pitching influencers with a team, or gatekeeper that filters the pitches they get. Whenever possible, we want to contact the influencer directly. 

In the below example I will ask you to find BOTH the team email address and the bloggers contact information. Please document them both in the tracker.

Video 1: Finding contact information

How to find the blogger contact information (NOT her team)

Resources to Help You Find Email Addresses (Mentioned in Video)

Email Permutator

Rapportive Gmail Plugin

IF: "Send me your product"

Especially with YouTube, you will find that there are many YouTubers that do ‘unboxing’ or ‘product reviews’. 

If you find anyone that has the text ‘you can send me your product’, then ADD them and their address to the tracking spreadsheet. 

Here’s an example:

Onboarding Affiliates

How to create a new affiliate account in Refersion.

How to create a discount code in Shopify, and setting up a conversion trigger in Refersion

CHECK TO MAKE SURE YOU’VE DONE ALL OF THE ABOVE

  • 1

    Set up affiliate account with Refersion
  • 2

    Set up discount code through Shopify
  • 3

    Set up conversion trigger in Refersion

Once you’ve done all of the above please email the affiliate with this template:

AFFILIATE ONBOARDING EMAIL – AFTER ACCOUNT SET UP WITH REFERSION

Hi [affiliate first name]!

My name is Khierstyn and I work with the affiliate side over at Pavlok.

We have gone and set you up with an affiliate account.

You should receive a separate email from Refersion (our affiliate management platform).

If you haven’t received your login details yet, please let me know!

Step 1: Login to Refersion

https://www.refersion.com/affiliate

Step 2: Your Dashboard

Your unique referral link will be in the same place under ‘Referral code’. Please use your referral link so we can track all affiliate sales through your account.

We’ve also given you a unique discount code for your audience to use at check-out.  

That code is: “[affiliate code]”, and will give them [%] off.

Please let me know if you need any further assistance :)!

WELCOME TO THE TEAM!

Khierstyn Ross
PAVLOK

How to Ship Product to Affiliates

When an influencer agrees to do a sponsored post or become an affiliate, we will sometimes send them one free Pavlok unit.

I will either email you, or send over Skype, the name and address information of the influencer when we need to send them a unit. 

Here’s how we do it: 

http://buy.pavlok.com/products/vip-order-a-pavlok-wristband, using the code VIP71516 to set the price to zero.

How to ship Pavlok to affiliates

Affiliate Experience

Step 1: apply

Step 2: be onboarded by us

Step 3: get an email for how to access account, their referral link/discount

Step 4: a tutorial for how to navigate their dashboard and give us their payment info

Step 5: ideas to maximize their affiliate earnings with us

Take control of your workflows today.