Why do we need to spend money on a so-called “agency” to do that for us? We can do that internally, and not “waste” the money.
Sure. You totally can.
And I can use photoshop to create my own logo, it just takes me 16 times longer than it takes a graphic designer and looks nowhere near as professional.
And I can run my own Google Adwords campaign, it just takes me 11 times longer to set it up, manage the bids, and then figure out the ROI for not only the cost, but for my time on it too. Oh, plus the cost of the two bottles of red wine while I was trying to figure it all out. Now, were those on sale, or did I get them full price at Countdown…?
I’m a modern day woman, and I can do whatever the hell I want. Apparently. But let’s be honest, I have my limits - and so do you.
You are there, in your role, to do a bloody good job for yourself/your team/your clients/your boss/the CEO/the shareholders, and of course, make your Mum proud.
We’re here to plug the gap you can’t fill, in terms of influencer relations. We have spent over three years working every single day (OK, except when I was in Raro) on the one thing. Some might even call us, experts. We’re so expert, that we’re prepared for every scenario.
A scenario for example, like an influencer finding their content used on a website when they didn’t give permission for it to be used in that context, but they did give written permission for it to be “used” in an email.
Ah. The murky world of permissions, copyright, and ownership.
A quick rundown of the situation, so ya’ll are on the same page.
WAA (<-- that’s us) signs a contract with client X, stating we will do awesome work for them in the correct time, within the correct budget, using the most awesome influencers we know, and we will be the go-between for all influencer communications.
WAA (<-- that’s still us) signs contract with influencer Y, stating that we promise to offer them awesome work opportunities, pay them for their time to plan and create the content, plus engage their audience around the content, and then complete all the reporting - oh, and of course, use us as the only point of contact in the campaign.
Time moves on, and because the influencer knows some people at the company (come on, it’s New Zealand, everyone knows everyone!) they start chatting between themselves via email. Hey that’s totally fine - we’re not here to control everything, you’re totes allowed to email who you want, but this is where it gets a little tricky.
X and Y are emailing about friendly out of work things, then suddenly they agree since they’re already chatting, that it would be fab if one of them could quickly send something else to the other. Sure no worries, it’s all good.
eeeoooeeeooo eeeoooeeeooo eeeoooeeeooo!
Fast-forward a few months later, and the influencer contacts us (we’re still WAA) letting us know their images are being used on a website without their permission.
We contact the client to get them taken down because yep, we don’t have anything in our documents saying that they authorised it (no email chain, no written consent in a contract, and no content supply forms filled out). Then the client says, but wait, I have an email from a few months ago where we were sent the photos directly from the influencer to use.
Now I’m not writing this to catch anyone out or try and embarrass anyone. TBH shit like this happens ALL THE TIME.
And that, is exactly why we are here.
Although as an only child I like to have things my way and be in control, in this case, we really do insist that everything goes through us simply so we can mitigate situations like this - because we have processes and plans in place for it.
Influencer relations have evolved in leaps and bounds in the three years (and one month) WAA has been around. When we first started, 99% of influencers created their own content.
Now though, they might have people editing their work, taking their photos. So when you as a brand share an image, that you think you have a right to, you may not. You need to know who owns the photo - is it you, is it WAA, is it the influencer, is it the photographer who took the photo?
Who has the rights to use it? In which context? Can it be regrammed, or shared on Facebook in the brands' own channels? Can it be used on a website to say ‘hey look at this awesome influencer and what they did for us’? Can it be used on a website without linking back to the influencer? And do you need to link it back to the influencer AND the photographer?
Ya’ll get the point.
This is one of the (many) reasons we’re here. We’re not here to clip the ticket. We’re not a glorified PA service you use to book an influencer and that’s it.
We have contracts and documents in place to ensure that not only things are done on time and within budget, but that situations like this don’t occur, noses aren’t out of joint, people aren't confused - and most importantly, laws aren’t being broken.
If you’re keen to know more about what we do, fire me an email. We’ll catch up over a coffee, or a phone call, and see how we can help you.