Crystal has spent 15 years in the Influencer world - she started working in the Influencer space before it was even called Influencer Marketing! To start her career, she spearheaded growth and shaped the industry at Influencer pioneer IZEA. Later, she oversaw a US Influencer team at PR giant, Edelman. Now, Crystal is leading and growing the performance-based Influencer team at Tinuiti, the largest independent performance marketing firm.

Crystal has worked with some of the country’s largest brands in both the consumer and B2B space on Influencer and Social-driven programs. Her expertise ranges from top tier talent like Celebrity or Internet Stars, all the way through the execution of programs at scale through Micro or Nano Influencers. She has also has run fully integrated programs outside of just social activation such as partnering with influencers as talent on video or photo shoots, leveraging influencer assets through paid media or owned marketing tactics, and even worked with Influencers for in-person experiential events.

Crystal is also considered a thought leader in the space speaking at conferences and events like Ad:Tech, Masterclassing, Social Media Week and PRSA events, as well as Influencer specific events such as BlogHer, TBEX, Dad2.0, Everything Food Conference and Haven Conference.

Crystal Duncan’s Session

8:45 am–9:30 am PT — Friday, June 11, 2021

Panel: Finding the Right Influencer: How to Find a Long-Term Brand Partner Instead of a One-Off Campaign

In this panel, you’ll hear both brand and agency perspectives on what it means to build a long-term brand partnership with an influencer.

Discussion topics include:

How to identify influencers that align with your brand ethos, rather than a singular campaign idea, to produce authentic, on-brand, evergreen content
Why your influencer partnerships should be treated as a branded community that you cultivate, nurture, and tap into regularly
How to vet influencer partnerships during long-term collaborations to ensure brand safety
Things to remember when budgeting for long-term partnerships (exclusivity costs, usage costs, etc.)
The benefits of leveraging your influencer relationships for product research/development through focus groups and questionnaires