Influencer Marketing Maturity Model:
How Integrated is Your Influencer Strategy?

How would you best describe your approach to social listening?
Listening only occurs in threads on owned channels, if at all
We measure brand mention volume and share of voice
Listening software is used to highlight / prioritize mentions by online influencers over general brand mentions
Listening software is set-up to surface online influencers creating content in relevant, non-branded categories & conversations
Social listening insights pulled from relevant, non-branded content created by influencers are used to inform brand and product strategy
How would you best describe your approach to social engagement / community management?
Community Managers work natively on channels; they do not have a listening tool in place that enables off-channel listening
Community Managers use listening tools to identify and engage with mentions off of owned channels; however, they do not differentiate between general consumer and social influencers
Our brand’s social engagement strategy clearly defines a separate approach to influencer engagement from that of general consumers
Our Community Managers engage in proactive social engagement strategies designed to build relationships with social influencers before an activation opportunity arises
We have long-term contracts with Brand Ambassadors, who are given a behind-the-scenes look into brand and product strategy; They are treated like brand partners
How would you best describe your approach to activating influencers?
We've never run an influencer campaign before
No strategy, but have engaged one or two influencers at a time before
Small-scale activations are executed on an ad hoc basis to support brand tent pole campaigns
An annual, planned strategy featuring pulse-period activations using a mix of proven and new influencers throughout the year are used; we're building toward at true ambassador program
We have a formalized ambassador program whereby influencers are engaged in long-term, exclusive contracts designed for “always on” activation
How do you leverage content generated in influencer campaigns?
Content is not re-purposed in any way during or after the campaign
Top-performing influencer content is shared across brand social channels
Developing ambassadors have started bringing content ideas to the brand, inspiring new campaigns
We have a complete feedback loop; influencer content, ideas and their communities' reactions provide important insights that inform our brand and product strategy
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