The Good, The Bad & The Ugly of Influencer Marketing Management

Posted by Alex Ditty on Apr 5, 2017 4:30:00 PM

In Influencer Marketing, Planning Campaigns

There’s got to be a better way to manage influencer campaigns

You probably saw an email from us recently. We wanted to review your influencer marketing spreadsheets. Well, the response was overwhelming. Seeing the different ways that marketers are tracking the many complexities of an influencer marketing campaign was eye-opening for our team. We feel you. We’ve been managing campaigns of all sizes for years. We know those spreadsheets well… Those big, horrible, multi-page, sprawling, brain-twisting, migraine-inducing spreadsheets.

It’s not too late to send us your influencer marketing spreadsheets (you can remove any sensitive info-- we really just want to see the categories you’re tracking). We’ll take a look and see what you might be missing.

We’ve consolidated our learning from these submissions so you can see the good, the bad, and the ugly of tracking in spreadsheets. Here are the three sheets that best summarize the issues commonly plaguing today’s influencer marketer. (Thanks to the marketers who gave us permission to share!)

If you’re using spreadsheets to track your influencer marketing management, we hope that these examples can provide helpful insight to improve your own tactics. If you’re looking for a better way to manage your influencer marketing programs, sign up for a free trial of SEEN Creators. We designed our influencer marketing management platform to guide your program from start to finish. Create rosters, invite contributors, solicit feedback from your team and track the whole process in one place. All without bloated & complicated spreadsheets.

Ditch your spreadsheets →

 

The Good: A great, but difficult, recipe

In this spreadsheet, you can see that the marketer is well experienced with influencer marketing and understands all of the nuances that need to be tracked in a program to prevent any unnecessary speed bumps.

 

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While this spreadsheet succeeds in covering all of the necessary details, you can see how much work it is to track all of the pieces. Influencer campaigns are difficult enough as is-- you’ve got the steps of building posting concepts, managing the budget, etc. Adding to this work by logging the details over and over again in a spreadsheet makes it an exhausting task. And the risk of not tracking correctly is that no one (marketers or influencers) knows what is going on.

At  the beginning of a campaign, marketers have got to log the approval of influencers, the creation of the posting calendar and the campaign budget.

 

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During the campaign, marketers are have to manually log each of the posts that are published, record the audience metrics and the earned engagement. Phew. I get exhausted just thinking about all of that manual entry.

 

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We don’t deny the benefit that this type of tracking provides to marketers. It creates an environment of transparency and allows anyone from the marketing team to immediately step into the campaign and know where it stands. But doing this manually adds a lot of unnecessary work. By using an influencer marketing management platform like SEEN Creators, you get all of the benefits of this type of spreadsheet without sacrificing efficiency.

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The Bad: A lonely chef

In the exact opposite direction, this spreadsheet isn’t including enough information. Sure, this one is much simpler to use, but it’s lacking so many important details about the program that there must be something missing. What’s missing is the “lonely chef’s” internal knowledge.

 

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When one person is in charge of a campaign from start to finish, spreadsheets like this are common. The single marketer is logging enough information to spark their memory, but the rest lives in their brain. While this might be a good-enough system for that one individual, it lacks the benefit for anyone else who may be touching the program. It also makes it nearly impossible for someone to jump in and takeover or even help out.

 

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This spreadsheet lacks the appropriate amount of information to be useful to others, additionally it seems to lack the deeper data that could help prove out the success or failure of the influencer campaign.

 

The Ugly: Too many cooks in the kitchen

This spreadsheet was an early attempt at influencer management efforts. We share this now (with the marketer’s permission) not in an attempt to ridicule their marketing efforts but to show what can happen when a process isn’t clearly outlined. When you’re not sure what to track and there are multiple people trying to do the tracking, wires can get crossed and efforts can be confused.

 

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This spreadsheet evolves out of a combination of the problems that plague both the “good” spreadsheet and the “bad” spreadsheet. In the “good” example, you saw how difficult it can be to track all the minute details of a program. In the “bad” spreadsheet you saw the dangers of having one person hold all the knowledge. When you mix the good intentions and the lack of clear process, what you get is a good old fashioned mess. You’ll see lots of details being tracked, sometimes overlapping, and often coded in a way that only makes sense to one person. This compounds the issue of manually entering information along with the confusion created by siloed knowledge.

 

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We’re still happy to review your spreadsheet. We promise not to embarrass you.  

We aim to make influencer marketing better for everyone - brands, agencies, influencers and consumers. By helping you manage your programs better, your interaction with the influencers will improve and consumers will receive better marketing. A win for everyone. But if you’ve found that spreadsheets just aren’t cutting it, check out SEEN Creators and run your influencer marketing without any manual entry.

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