The Influencers at Scale Playbook

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Welcome to the IAS Playbook! My mission is to make this the most awesome resource for scaled influencer marketing on the internet.

There’s a survey form at the bottom of the playbook with a few questions about your challenges and struggles with influencer marketing. If you have 4 minutes, please fill it out!

I’ll use the information to make this playbook even better for you and everyone else.

Questions? Here’s how to reach me:

Note: In this playbook I often use the term “influencer” and “creator” interchangeably. Businesses seem to use the former while creators tend to prefer the latter.

Version: 1.0 (Updated 6/8/2023)

About Mike Newton

Hey, I’m Mike.

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I got my start in influencer marketing when I built the influencer marketing program at Discord. When I started, we had a handful of Twitch streamers on short-term contracts. By the time I handed off the program, we had partnered with over 20 of the Top 100 Twitch Streamers, and more than 300 YouTube creators worldwide.

The result: Millions of new users added to the Discord platform.

Since then, I’ve gone on to build more influencer programs at 8-figure and 9-figure ecommerce companies like NZXT and Fellow. I’ve had my fair share of success and failures over the years and I’ve tried to pack them all into this playbook.

If you want to experiment with influencers or take your current program and scale it, my step-by-step guide will show you exactly how.

If you’d like to contact me directly or schedule some time to chat, please get in touch:

Contact MeContact Me

Roadmap

Add Case Studies
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Influencer Tool Database
In progress
AI Influencer Workflows
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Downloadable Templates
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Add Charts & Visuals to Playbook
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Add Influencers + Affiliates Section
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Table of Contents

The Influencers at Scale Playbook

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Introduction

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Frequently Asked Questions

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Understanding the Playbook

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Getting Started: What is Your “Why”?

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The Foundation: Metrics, Models, and Money (Do Not Skip This)

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The P-Process

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Influencer Discovery (P0)

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Influencer Qualification (P1)

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The Interview Stage (P2)

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Sales & Negotiations: Making The Offer (P3)

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Contracts, Terms, and Conditions (P4)

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Execution (P5)

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Scaling and Maintaining the Program (COMING SOON)

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Conclusion

Improving the Playbook With Your Feedback

I want to make this playbook the best on the internet for anyone interested in building influencer marketing programs at scale.

Please take 4 minutes to go through the questions in the survey below so I can make this resource even better for you and everyone else.

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Post-Script

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