Written by: Vickie Sullivan | August 04, 2022
Influence Marketing: What Event Producers Expect from Speakers
Many speakers promote the events where they’re presenting on social media as a value-add for the speaking fee. So, it’s tempting to assume event speakers can monetize their reach with influence marketing deals. According to IP attorney Dayna Thomas, however, that transition isn’t as simple as it sounds.
During an episode of her podcast Launched & Legal, Thomas discussed the differences promoting an event you’re speaking at and influencer marketing. Here are two of the biggest that you should be aware of:
• Content ownership and control. Event organizers expect little influence on speakers’ content beyond that about their conference. The market influencer relationship brings a third party into your content marketing. Do they expect exclusivity? Dedicated posts? More approval or collaboration in the posts about them? As Thomas points out, all those details need to be addressed.
Listen: The Collaborative Relationship Between Brand and Influencer
• Timelines and off ramps. Event promotion has a natural beginning and end. The timing is often assumed. Not so with influencer marketing. Thomas’ trips to the dark side show the complexity when one side wants out before or during the campaign.
Influencer marketing deals are plentiful right now, so it’s enticing to just jump in. Before you leap, though, look at the nuts and bolts of roles and expectations. There’s a big difference between offering your reach as value-add and getting paid for it.
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