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Crystal Duncan

Former Senior Vice President, Influencer Marketing

Crystal has spent over 14 years in the Influencer world. Prior to her time at Edelman was the Executive Director of Client Services and Strategy at a pioneering Influencer Marketing agency. 

She has also worked at firms that specialize in performance marketing, social content strategy, and paid media. Crystal has worked with some of the country’s largest brands in both the consumer and B2B space on Influencer and Social-first programs.  While she has worked across many verticals and brands in her career, her expertise falls in the Food and Beverage sector where she has done innovative work for brands like Kraft, Barilla, Pepsi, Hostess, Starbucks, Nestlé, Del Monte and many more.

She has been tasked in working on everything from new business pitches, client services, strategy, planning, campaign execution and analytics.  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.

Crystal 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(s):

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

Check out our early bird ticket prices!
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