INFLUENCERS TO THE RESCUE: Mobilising influencers to save your brand

#COMMSCON

Renee BertolusSocial Media Manager

@nay_bert

Lorraine MurphyFounder & MD

@theremarksgroup

With your hosts…

REACTIVE APPROACH

Wait until crisis takes place

Brand is on the back foot

Coming from defensive position

PROACTIVEAPPROACH

Have strong relationships in place

Longterm view Offensive position

If you’re already in crisis, then it’s too late!

VS

Longterm approach is critical

We take the time to get to know each other

We communicate openly and frequently

We make the effort to understand what’s important to the other

person

We invest time, money and energy in getting to know each other

We build trust capital

What do we do in a longterm relationship?

When crisis strikes…

Transparent: We made a point of answering the hard questions as best we could.

1 Proactive: Bloggers sought out the brand to clarify the facts.

2

3

Timely: We had pre-prepared information to provide them with. No waiting for corporate sign off.

Build it and they will come

Uncover talent

Nurture and grow Partner Advocate

Influencer case study: Karan White, Doxies Down Under

106,000

26,000

From like to love

Unpaid brand advocacy Personal advocacyPaid activity

Define the crisis – may not be one for the brand, but could be huge for the influencer

Take a longterm viewHave NDAs in place Be as transparent as possibleShare information earlyArm influencers with information, support and brand

contacts

So what should we do?

Thank you