This Guidebook is an educational resource for marketers to better understand the mechanics and metrics of influencer marketing. It helps those that are developing Influencer programs in a number of ways. Four critical elements have been defined and discussed:
- Influence, Key Influencers, and Influencer Marketing and their relationship to each other .
- Types of Influencers: The identification and description of five distinct categories of influences: Advocate, Ambassador, Citizen, Celebrity, and Professional/Occupational .
- Program Considerations: A discussion of three levels of program considerations a marketer should consider when constructing their influencer marketing program .
- Influencer Attributes: Picking the right influencers is important. A discussion and list of attributes that an influencer can possess is discussed.
- Metrics: The Guidebook clarifies the difference between “potential to influence” metrics from that of “actual/observed influence” metrics – there is a difference and different methodologies are required.
