Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands
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Transcript of Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands
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Influencer Marketing: 6 Steps to Gaining the Attention
of Top Brands @juliacantor Influencer Marketing:
6 Steps to Gaining the Attention of Top Brands
@juliacantor #digATL
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Follow me! @juliacantor
Hi! I’m Julia.
@juliacantor #DigATL
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• What is influencer marketing?
• What are brands looking for?
• Great campaigns
• Six things you can do NOW
• Questions/Answers
@juliacantor #digatl
@juliacantor #DigATL
Agenda
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What is social influence marketing?
What is influencer marketing?
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• Social influence marketing focuses on key individuals who have the potential to shape the greater population’s awareness, actions, and purchase decisions.
• Today, everyone can be a content
producer, so everyone has the ability to change a brand’s reputation.
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@juliacantor #digatl
@juliacantor #DigATL
Influencers drive action
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• Brands have the opportunity to drive conversation, tap into a network of trust, activate brand advocates to generate rich meaningful content, create online buzz around brands and products, drive traffic and sales by cultivating relationships with social influencers.
90% of people trust recommendations from people they know. (Nielsen)
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@juliacantor #digatl
@juliacantor #DigATL
Influencers have a network of trust
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@juliacantor #digatl
What’s in it for the influencers? • Unique experiences • Revenue • Free products • “Fame”
… and maybe even dog treats, a free washer/dryer or a trip to Disney World (just to name a few)
@juliacantor #DigATL
Marketers invest in influencers
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What is social influence marketing?
What are brands looking for in influencers?
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• REACH – network size
• RELEVANCE – topic areas
• RESONANCE - engagement
• RELATIONSHIP – brand connection
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REACH RELEVANCE
RESONANCE RELATIONSHIP
@juliacantor #digatl
@juliacantor #DigATL
Reach, Relevance, Resonance, and Relationship to the Brand
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1. Influencer Identification Tools
2. Influencer Networks
3. Self-Identification
4. Organic Research
@juliacantor #digatl
How do brands find influencers?
@juliacantor #DigATL
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What is social influence marketing? Great campaigns
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@juliacantor #digatl
@juliacantor #DigATL
Kotex: Women’s Inspiration Day
1 2 3
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@juliacantor #digatl
@juliacantor #DigATL
Food Lion: New Brand Strategy Roll-out
• Identified influencers in small market areas where Food Lion stores were refreshed.
• Selected 10 influencers per phase and mailed them a branded package and gift card to buy groceries.
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• RESULTS • From the 20 Influencers… • 90 posts on blogs, Twitter and
Facebook • 501,465 targeted impressions • 90% positive, 10% neutral
• Obtained quality content for the brand.
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@juliacantor #digatl
@juliacantor #DigATL
Food Lion: New Brand Strategy Roll-out
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What is social influence marketing?
6 Things you can do now to gain the attention of top
brands
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1) Expand reach online
2) Expand reach offline
3) Increase relevance to brands
4) Increase resonance through engagement
5) Build strong relationships with brands
6) Build strong relationships with influencer networks
#digatl @juliacantor @juliacantor #DigATL
Think about what brands are looking for…
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@juliacantor #digatl
@juliacantor #DigATL
Expand reach online
TIPS:
• Be consistent
• Cross-promote to relevant audiences
• Engage in a meaningful way
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@juliacantor #digatl
@socialdivo
@juliacantor #DigATL
Expand reach online
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TIPS: • Grow your network at face-to-face events • Research opportunities to network
• Develop your elevator speech
@juliacantor #digatl
@juliacantor #DigATL
Expand reach offline
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@juliacantor #digatl
@juliacantor #DigATL
Expand reach offline
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@juliacantor #digatl
@juliacantor #DigATL
Expand reach offline
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TIPS: • Be consistent • Use categories, tags, pages, hashtags
• Use networks that match the brand • Update your descriptions and bio pages
@juliacantor
Young House Love
Taza and Husband
Carrots ‘N’ Cake
#digatl @juliacantor #DigATL
Increase relevance to brands
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@juliacantor #digatl
Don’t underestimate your “About Me” page
Or your social biographies
@juliacantor #DigATL
Increase relevance to brands
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@juliacantor #digatl
@juliacantor #DigATL
Increase relevance to brands
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TIPS: • Respond to those who comment on your
posts • Follow hashtags during tweetups,
meetups, and conferences (before, during and after)
• Participate in tweetchats and conversations of interest to find like-minded people
@juliacantor #digatl
@juliacantor #DigATL
Increase resonance through engagement
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@juliacantor #digatl
@juliacantor #DigATL
Increase resonance through engagement
#Foodiechats #Fitfluential
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@juliacantor #digatl
“Invite” people to engage
@juliacantor #DigATL
Increase resonance through engagement
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TIPS: • Reach out to brands • Maintain communication with brands • Consider online and offline communication • Be prompt • Be professional • Respect embargoes
@juliacantor #digatl
@abcddesigns
@juliacantor #DigATL
Build strong relationships with brands
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@juliacantor #digatl
@juliacantor #DigATL
Build strong relationships with influencer networks
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@juliacantor
• Brands are investing in influencer marketing
• You have the power to become an influencer or expand your influence
• Enjoy your dog treats and Disney Vacation!
#digatl @juliacantor #DigATL
Key takeaways
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What is social influence marketing? Thank you!