influencer marketing: 6 steps to gaining the attention of top brands | socon13
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Presentation by Julia Cantor, Senior Media Strategist at Engauge.TRANSCRIPT
Influencer Marketing: 6 Steps To Gaining The Attention Of Top Brands
#SoCon13@juliacantor
Follow me!@juliacantor
@juliacantor #SoCon13
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?
@juliacantor #SoCon13
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.
@juliacantor #SoCon13
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.
@juliacantor #SoCon13
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”
@juliacantor #SoCon13
“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?
@juliacantor #SoCon13
Reach, Relevance, Resonance, and Relationship to the Brand
REACH RELEVANCE
RESONANCE RELATIONSHIP
• REACH – network size
• RELEVANCE – topic areas
• RESONANCE - engagement
• RELATIONSHIP – brand
connection
@juliacantor #SoCon13
How Do Brands Find Influencers?
1. Influencer Identification Tools
2. Influencer Networks
3. Self-Identification
4. Organic Research
Great Campaigns
@juliacantor #SoCon13
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.
@juliacantor #SoCon13
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
@juliacantor #SoCon13
Expand Reach Online
@socialdivo
@juliacantor #SoCon13
Expand Reach Offline
TIPS:
•Grow your network at face-to-face events
•Research opportunities to network
•Develop your elevator speech
@juliacantor #SoCon13
Expand Reach Offline
@juliacantor #SoCon13
Expand Reach Offline
@juliacantor #SoCon13
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
@juliacantor #SoCon13
Don’t underestimate your
“About Me” page
Or your social biographies
Increase Relevance To Brands
@juliacantor #SoCon13
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
@juliacantor #SoCon13
Increase Resonance Through Engagement
#Foodiechats
@juliacantor #SoCon13
Increase Resonance Through Engagement
#Fitfluential
@juliacantor #SoCon13
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
@juliacantor #SoCon13
Build Strong Relationships With Influencer Networks
Influencer Networks Are Becoming More and More
Important Over Time
@juliacantor #SoCon13
• 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!}