IAB SOUTH AFRICA’S DIGITAL INFLUENCER COMMITTEE Survey

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* 1. Which of these best describe the organization you work for?

Brand

Creative Agency

Media Agency

PR & Communication (including Influencer Marketing Agencies)

Publisher

Other (please specify)

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* 2. What is your role within your organisation?

Brand Management

Creative

Digital / Social Media

Media Buying

PR & Communication

Strategist / Planner

Other (please specify)

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* 3. How would you rate your own understanding of influencer marketing?

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* 4. On average, how much of your overall marketing budget do you allocate towards influencer marketing?

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* 5. In your opinion, which of these disciplines should influencer marketing fall under? (You may select more than one option)

Creative

Media

Publishing

Social Media

All of the above

Other (please specify) / Comments

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* 6. What are the benefits of influencer marketing according to you? Please rank the following options in order of importance:

Reach & Awareness
Brand Building & Consideration (It depicts consumer's likelihood of purchasing a brand next, which is generated from their predisposition toward that brand)
Leads & Sales
Market Research
Peer Recommendation & “Word of Mouth”

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* 7. How do you usually measure the ROI of your influencer marketing campaigns? Please rank the following options in order of importance:

Conversions
Engagement Rate
Lead(s)
Reach
Number and Quality of content pieces
Other

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* 8. In your opinion, should engagement rate be calculated as a ratio of engagement to

the number of followers (engagement rate = (number of engagements / number of followers)*100)

the actual reach / number of impressions (engagement rate = (number of engagements / number of impressions)*100)

Unsure

Other (please specify)

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* 9. How do you currently measure influence? Do you have your own formula?

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* 10. How do you currently track influencer campaigns?

Manually / Social Media Platform Insights

Internal / proprietary tools & technology

Third-Party Technology

Third-Party Agency

Not tracking

Other (please specify)

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* 11. How important is influencer marketing in your overall strategy?

	Not at all important	Not so important	Somewhat important	Very important	Extremely important
Reach & Awareness	Reach & Awareness Not at all important	Reach & Awareness Not so important	Reach & Awareness Somewhat important	Reach & Awareness Very important	Reach & Awareness Extremely important
Brand Building & Consideration	Brand Building & Consideration Not at all important	Brand Building & Consideration Not so important	Brand Building & Consideration Somewhat important	Brand Building & Consideration Very important	Brand Building & Consideration Extremely important
Leads & Sales	Leads & Sales Not at all important	Leads & Sales Not so important	Leads & Sales Somewhat important	Leads & Sales Very important	Leads & Sales Extremely important
Market Research	Market Research Not at all important	Market Research Not so important	Market Research Somewhat important	Market Research Very important	Market Research Extremely important
Peer Recommendation & "Word of Mouth"	Peer Recommendation & "Word of Mouth" Not at all important	Peer Recommendation & "Word of Mouth" Not so important	Peer Recommendation & "Word of Mouth" Somewhat important	Peer Recommendation & "Word of Mouth" Very important	Peer Recommendation & "Word of Mouth" Extremely important

IAB SOUTH AFRICA’S DIGITAL INFLUENCER COMMITTEE

Measuring Influencer Marketing Survey

Question Title

* 1. Which of these best describe the organization you work for?

Question Title

* 2. What is your role within your organisation?

Question Title

* 3. How would you rate your own understanding of influencer marketing?

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* 4. On average, how much of your overall marketing budget do you allocate towards influencer marketing?

Question Title

* 5. In your opinion, which of these disciplines should influencer marketing fall under? (You may select more than one option)

Question Title

* 6. What are the benefits of influencer marketing according to you? Please rank the following options in order of importance:

Question Title

* 7. How do you usually measure the ROI of your influencer marketing campaigns? Please rank the following options in order of importance:

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* 8. In your opinion, should engagement rate be calculated as a ratio of engagement to

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* 9. How do you currently measure influence? Do you have your own formula?

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* 10. How do you currently track influencer campaigns?

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* 11. How important is influencer marketing in your overall strategy?

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* 12. Is there anything not covered above that you would like to add?