influencer marketing: 6 steps to gaining the attention of top brands | socon13

Influencer Marketing: 6 Steps To Gaining The Attention Of Top Brands

#SoCon13@juliacantor

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Hi! I’m Julia.

@juliacantor #SoCon13

Agenda

• What is influencer marketing?

• The “accidental influencer”

• What are brands looking for in influencers?

• Great campaigns

• Six things you can do NOW to increase your influence

• Questions/answers

What is Influencer Marketing?

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Influencers Drive Action

• 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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Influencers Have a Network of Trust

• 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.

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Marketers Invest in Influencers

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)

The “Accidental Influencer”

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“In February 2001, I launched dooce.com as a place to write about pop culture, music, and my life as a single woman. I never expected more than a couple of dozen people to read it.” – Heather Armstrong @dooce

“We began this little blog, rockstar diaries, a few months later as a way to share bits and pieces of our little newly wed life in nyc with family and a few close friends.” – Naomi @lovetaza

“I still can’t believe a little online journal to keep me motivated to get in shape for my wedding day would turn into what it is today. I thank my lucky stars every single day for the opportunities that CNC has afforded me.” – Tina @CarrotsnCake

The “Accidental Influencer”

What Are Brands Looking For In Influencers?

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Reach, Relevance, Resonance, and Relationship to the Brand

REACH RELEVANCE

RESONANCE RELATIONSHIP

• REACH – network size

• RELEVANCE – topic areas

• RESONANCE - engagement

• RELATIONSHIP – brand

connection

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How Do Brands Find Influencers?

1. Influencer Identification Tools

2. Influencer Networks

3. Self-Identification

4. Organic Research

Great Campaigns

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Kotex: Women’s Inspiration Day

1 2 3

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Food Lion: New Brand Strategy Regional 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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Food Lion: New Brand Strategy Regional Roll-out

Results from the 20 Influencers…

• 90 posts on blogs, Twitter

and Facebook. 501,465

targeted blog impressions.

90% positive, 10% neutral.

• Obtained quality content

for the brand.

6 Things You Can Do NOW To Increase Your Influence And Gain Attention of Top Brands

@juliacantor #SoCon13

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

Think About What Brands Are Looking For (the 4 Rs)

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Expand Reach Online

TIPS:

• Be consistent

• Cross-promote to relevant audiences

• Engage in a meaningful way

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Expand Reach Online

@socialdivo

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Expand Reach Offline

TIPS:

•Grow your network at face-to-face events

•Research opportunities to network

•Develop your elevator speech

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Expand Reach Offline

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Expand Reach Offline

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Increase Relevance To Brands

TIPS:

• Be consistent

• Use categories, tags, pages, hashtags

• Use social channels that match the brand

• Update your descriptions and bio pages

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Don’t underestimate your

“About Me” page

Or your social biographies

Increase Relevance To Brands

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Increase Relevance To Brands

Let Brands Get To

Know The Real

You.

@juliacantor #SoCon13

Increase Resonance Through Engagement

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

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Increase Resonance Through Engagement

#Foodiechats

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Increase Resonance Through Engagement

#Fitfluential

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Increase Resonance Through Engagement

“Invite” People to Engage

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TIPS:

• Reach out to brands

• Maintain communication with brands

• Consider online and offline communication

• Be prompt

• Be professional

• Respect embargoes

Build Strong Relationships With Brands

@abcddesigns

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Build Strong Relationships With Influencer Networks

Influencer Networks Are Becoming More and More

Important Over Time

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• 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!

Key Takeaways

Thank You!

@juliacantor{keep in touch!}