Here’s an excerpt from the new White Paper we’re publishing later this week.
“We proactively asked twenty of our clients how their companies were cost-justifying their Influencer Outreach program. (Of course, since we work with them we already knew the answer in most cases, but we asked again for this Paper.)
- Option a. Hard metrics such as Number of Leads generated, or Value of Potential Deals discussed?
- Option b. Softer metrics such as Number of Influencers met, or Amount of Tangible Outcomes?
- Option c. Or just simply ‘Does it feel like this is moving in the right direction for us?
- Option a. Three of the 20 respondees
- Option b. Eight of the 20 respondees
- Option c. Four of the 20 respondees
- Two said a mixture of a and b.
- Three said a mixture of b and c.
So the median chose to cost-justify the outlay either solely through Number of Influencers Met, Amount of Tangible Outcomes, etc. or with a leaning towards a more ‘feelgood factor’ than that.
Only 25% used harder metrics.
A further 20% were comfortable relying on less metrics and more subjectivity.”
‘WP#17: Commissioning an Influencer Program: What is the Cost of Inaction?’ will be available from 24th Feb’14.