Cooper MunroeCEO – The Motherhood

NextConnect‘17CedarKnolls,NewJersey✪April27-28,2017

© The Motherhood 2017© The Motherhood 2017

FINDINGANDENGAGINGCOMMUNITYINFLUENCERS

CooperMunroe,CEO@TheMotherhood|@CooperMunroe

NextConnect ‘17

© The Motherhood 2017

WHAT IS INFLUENCER MARKETING?

Influencersareatrustedsourcefordigitalconsumers seekinginformation onbrands,productsandtrends.

Theinfluencerspublish contentonblogsandsocialplatformssuchasFacebook,Twitter,InstagramandPinterest,wherethey’vecreatedtrustingandthriving communities

ofreadersandfollowers.

© The Motherhood 2017

WHY DOES IT MATTER?

Digital ad-blockers are among the most popular app downloads.

Imagecredit:BusinessInsider

It’sthefastest-growingchannelforcustomer

acquisition.Businessesmake$6.50for

every$1spent,onaverage.

79%ofblogreadersaremorelikelytoseekoutbrandsthey’veseenon

blogs/socialmedia.

51% ofmarketersbelievetheygetbettercustomersfrominfluencermarketing,

becausethebrandrelationshipbeginswithtrust

intheinfluencer.

80%aremorelikelytopurchasefromabrandthey’vereadabout

inablogpost.

Sources:http://www.netimperative.com/2016/09/impact-influencer-marketing-infographic, http://www.themotherhood.com/blog/how-sponsored-content-leads-to-purchase

© The Motherhood 2017

Moms are multidimensional women, powerhouses juggling many tasks, jobs, and schedules simultaneously. Women make up 85% of all purchases and use

social media at a rate of 600% more than men. Moms are critical in the decision-making process at home, including

extracurricular activities and how her family and kids will spend their time.

+ =

WHY MOMS?

© The Motherhood 2017

TheGoal:identifyinfluencersthatcreatecompelling,engagingcontentthatdeliversongoingvaluetotheirreadersandsignificantwordofmouthimpactforyourregionand/orareacouncil.Influencersworkhardtoearnandmaintaintrustfromtheirfollowers,sowhentheyputtheirnamesbehindorganizations,theirrecommendationscarryweight.

IDENTIFYING COMMUNITY INFLUENCERS

“IlovethatscoutingreinforcesthevaluesandexpectationsthatwehaveforJosh…Ialsolovethatheisbeingexposedtoexperiencesthat,quitehonestly,heprobablywouldn’twithoutscouting…”

“It’seasytoseethewaysthatBoyScoutsbuildscharacterandhelpschildrenbecomethetypeofadultsthatmake

differencesintheircommunities.It’swhat Iwantformysonandheartwarming toseetheyhavethesamegoals.”

Identifying

© The Motherhood 2017

HUMAN-TOUCH APPROACH + TECHNOLOGY

Locationtargeting

Engagementlevels

Follower#’s

Curatedqualitativelists

In-depth,surveydatagathering

Interestareas

Combination of state-of-the-art technology +

expert knowledge and human-touch

vetting

Identifying

© The Motherhood 2017

Feedofcommunitycontent

TrendmonitoringShareofvoice

Engagement-basedcontentidentification

584influencersalreadytalkingaboutcamping,outdoors,

andboyscouts

“TIPS”istoptrending themearound campingand

outdoors posts

HUMAN-TOUCH APPROACH + TECHNOLOGY

Identify influencers who develop content

that is a natural fit

Leverage organic conversations

Identifying

© The Motherhood 2017

HowtoFindSuccess:Findtherightinfluencertoputtherightcontentinfrontoftherightaudience.

ENGAGING COMMUNITY INFLUENCERSEngaging

Twittermomsare45%morelikelytotakeactionbasedon

somethingtheysawonTwitterthannon-moms.

81%ofmomsuseFacebook.

BoostedFacebookpostcampaignsexecutedbyTheMotherhood’s bloggers

generate,onaverage,250%higherreach

thanorganicFacebookposts.

Pinterestreachesthree-quartersofallmomsinthe

U.S.

87%ofpeopletakeactionbasedonsomethingbecauseofwhattheysawon

Pinterest.

Morethan56%ofmoms

sayInstagramiswheretheylearnaboutproducts.

93%ofmomsaccessInstagramatleastonce

eachweek.

“IwassoimpressedwitheverythingIlearnedaboutBoyScoutsandIcansaywithoutadoubtthatCubScoutsandBoyScoutswill beinourfuture.”

© The Motherhood 2017

HowtoFindSuccess:Findtherightinfluencertoputtherightcontent infrontoftherightaudience.

ENGAGING COMMUNITY INFLUENCERSEngaging

© The Motherhood 2017

CREATING REGIONAL CONSISTENCY FOR BSA

© The Motherhood 2017

HOW TO GET STARTED: IDENTIFYING & ENGAGING

SocialListening:• Monitorandanalyzetheconversationonyourownplatformstoidentifyactive

participantsinyourcommunityanddetermineiftheycouldbepotentialinfluencersfortheorganizationbasedonhowtheirfriendsandfollowersengagewiththem,thetypeofcontenttheyshareregularly,theirreach,involvementinthelocalcommunity,etc.

ProactiveSearching:• Searchwithlocation-specifictermsforlocalinfluencers,e.g., “BloggersinNewJersey”

or“NewJerseyBloggers”or“NewJerseySocialMediaInfluencers.”

DoYourHomework:• Researcheachinfluencer,reviewtheirsocialchannels,readtheircontenttounderstand

theirvoice,passionpoints,interestsandoverallpersonalityofboththeblogandtheinfluencer.

BeSuccinct&Mindful:• Whenreachingout,beclearaboutyourexpectationsforapartnership,includingboth

whatyou’dliketoworkwiththeinfluenceron(blogposts,video,etc.)andbemindfulthattheirtimeisvaluableandwillrequireastipend.

© The Motherhood 2017

Search Bar:Use key words to search for content

specific to important issues and topics to best understand her POV or how she has talked about

those topics in the past.

Social Platforms:

Explore social media platforms she has linked to her page. Note

how her followers engage with her

content.

Read Posts:Spend time reading

recent posts to understand what

her readers expect from her, what’s

currently important to her, brands she’s working with, etc.

About Me:Start here to read the basics about her, her family, what her blog is about and what matters to her.

HOW TO: IDENTIFYING INFLUENCERS

© The Motherhood 2017

HOW TO: ENGAGING INFLUENCERS

Whetherreachingoutinperson,overthephone,viaemailorsocialmediaplatforms, tailoryour invitationtoworktogetherbasedonwhatyounowknowaboutthatindividual influencer.• Introduceyourselfandexplainwhyyoufeelthey’reafitto

partnerwithyourregion,areaorcouncil.

• Clearlystatewhatyou’reaskingthemtodo,whetherit’sdeveloping blogcontent,videocontent,attendinganeventandsharing real-timecoverageoranother specificask,beclearaboutwhatyou’reasking, thetimeframefortheirinvolvementandalldeliverables.

• Acknowledge thatyouunderstand theirtimeandtalentmayrequirecompensation, andinvitethemtodiscusswhatthey’reopen to,basedonwhatyou’veoutlined.

© The Motherhood 2017© The Motherhood 2017

THANKYOU!

CooperMunroe,CEOCooper@TheMotherhood.com

NextConnect ‘17