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What can influencer marketing do for me? In conversation with Ross Crump, Chief Strategy Officer, Kairos Group.

Ross Crump talks about how to get the most out of an influencer marketing campaign.

In this film, Ross and I recreate an initial conversation between Kairos and a potential client, in my case the proprietor of an ‘Art House Cinema’ based in East London…

Things to notice, understand…

This film starts with some role play.
‘I run an ‘Art House Cinema’ and want to use an influencer.’

Ask Why?
Think about how you can use an influencer as part of the consumer journey? Consider what is the challenge: what do you want to achieve?

Find the right influencer.
Remember the different kinds of influencers we talked about in week 01. Think about the different kinds of influencers that Ross describes.

Look past the metrics.
Think about how many times in these expert tracks that industry experts tell us to do this. Understand the specifics of what Ross is saying here.

Aim for quality engagement.
Think about the difference between impressions and engagement or real engagement and advocacy.

Mega creators might not be best.
Think about why a mega creator with millions of followers might not be best for certain brands.

What your brand wants vs what an influencer wants.
Hannah talked about the friction between the impressions that influencers desire and the kind of engagement that benefits a brand. Think about the significance of this.

Drive the bottom line.
Notice the difference between engagement and the kind of engagement that affects the bottom line.

Don’t be seduced by impressions.
Impressions are irrelevant if they don’t connect with engagement. What do you think Ross means by the ‘sales funnel.’

Understand the importance of longevity of sales, return to purchase and advocacy.

Ask more sophisticated questions.
Clients need to ask more sophisticated questions around how the content we are going to put out with you is going to drive sales. What do you think these questions might be.

Prioritize sentiment
Think about why Ross says Sentiment is so important. What do you think he means by sentiment?

Understand Ross’s definitions for success? Is there any other criteria that you would use to gauge a successful influencer campaign?

Questions to answer and things to consider.
Can you summarise the advice that Ross provides in this film and put it into your own words. You’ll need this to tackle the next step.**

Post your thoughts in the comments section below…

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Creating Strategies for Influencer Marketing

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