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Campaigns for Pitching
Last updated February 5, 2018
Case Studies to Negotiate Bigger Brand Deals
How much is your influence worth? A Facebook Like is worth $0.25. How much is a well-targeted follower (ahem, your community) on Instagram? A great way to find out is to to build PeopleMap campaigns and track the results every time you mention a brand in a post. See Tracking ROI with Campaigns for examples (those examples are for brands but that's exactly the perspective you want to adopt for pitching).
When pitching to hotels for a comp stay, the best way to stand out is to show that you care about ROI. Start building your case studies now so that you can send them the best. For example, create a campaign to track the posts of a Hotel Takeover (where you post content on the hotel's Instagram account). Set up the campaign to Track when the hotel's Instagram account mentions your account or the hotel's account (ie, add both accounts as mentions).
You want the hotel's account as a mention so that PeopleMap collects follower growth numbers for the hotel's account and adds them to the campaign—the point of the case study. But why add your own account as a mention? Mentioning yourself in each takeover post (1) drives traffic to your account and (2) it gives PeopleMap a way to pull the campaign posts in automatically. Your account's follower growth will be calculated along with the hotel's, in the same campaign. If you also do a post on your account mentioning the takeover at a different time (eg, after the takeover), you can either create a separate campaign for that, or add your account to the Track when rule of the original campaign.
EXAMPLE: Public Speaking Event / Guest Hosting
So, you're speaking at a conference next weekend. Or maybe you're being interviewed on a podcast. Either way, how do you know if this was worth your time? How can you track the ROI and how can you leverage that information to activate and pitch bigger speaking engagements?
In this guide, we'll show you how to track your account's growth based on the posts from the event/interview. You'll want to do this at least a week before the event/interview.
Go to Campaigns and select Add New Campaign. Name it with the event/podcast name.
For "Track when" add the Instagram account of the event or the person/brand that's hosting you.
For "mentions" add your Instagram account (because you want to track how much growth you got from them mentioning you).
(optional) For "or uses" add the hashtag for the event or the podcast.
After the event/interview, the campaign will show you any posts from the event account or the person/brand hosting you, and PeopleMap will calculate what your follower growth was right after the post went live. You'll also see any other related posts from them where they used the event hashtag but didn't mention you. Comment on those posts too, to engage with the community.
You'll also want to check your PeopleMap Stats after the event/interview to look for any impact not captured by the campaign. Go to Stats and select Weekly, then Followers. Focus on the follower growth numbers from the weeks before and after the event, and look for changes. The Followers stat card (below the chart) also shows a daily histogram. For example, if you see a jump on the chart of 5% one week, but you normally only jump 1%, you got some good results from the event/interview. Maybe you need to do more podcasts/speaking events.