Understanding and Applying Influencer Marketing Methods

We’ll begin shortly…

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Jim TobinFounder, PresidentIgnite Social Media@jtobin

Jason KeathFounder, President

Social Fresh@JasonKeath

Who’s presenting?

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Details

• Jim & Jason will lead Q&A at the end of the call.• Tag your tweets with #igniteim.• We’re recording the show.• We’ll send an email follow up to everyone.

http://bit.ly/influencer-marketingDownload the White Paper

Unless it is 1983 and you’re Nike, your influencer

marketing strategy probably needs some work.

We’ll share 5 influencer marketing models, but first a primer…

People Content

Influencer Marketing

Influencer Marketing Examples

NC BBQ FanaticsApple fanboys

Kickstarter supporters

Influence: the ability to drive action in another person

Celebrities

Publishers

Fans

Friends

Girlfriend/Wife

Coworker

Vendor

Customer

Blogger

Bieber

Mom

More Reach

MoreInfluence

InfluencersCelebrities

Publishers

FansFriends

Vendor

Customer

Blogger

_________

InfluencerSweetSpot

_________

Influencers

Influencers

AdvocatesVendor

Customer

Blogger

_________

InfluencerSweetSpot

_________

You Need to Know Why People Share

Ernest Dichter1907-1991

Product Involve-

ment33%

Self-Involvement24%

Other In-volvement

~21%

Message Involve-

ment~21%

ThreeEffective

InfluencerStrategies

1.) The Home Run

“If only we could get featured by _________.”

Fill in the blank with the most popular site, blogger, or influencer in your business. That’s the home run.

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Samsung Picture Yourself

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1.) The Home RunHome runs sites want:

• To break the story.• To have exclusive access.• To provide 100% relevant content.• To get lots of traffic to sell more ads.

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A Note About Celebrities…

2.) Second-Tier Bloggers

Bloggers want four things:

Content, Credibility, Backlinks, & Traffic

…and (increasingly) money. OK – so bloggers want 5 things.

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Radisson 50/50/50 Campaign

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Jeep Jamboree Campaign

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2.) Second-Tier Bloggers• Approach each target with a well-packaged,

personalized pitch.

• The best campaigns create a win-win for the blogger and the brand.

• Don’t shortcut by sending press releases or spray-and-pray emails

3.) A Thousand Bites At the Apple

Tobin’s Law:The size of the brand’s network is always smaller than the size of its network’s network

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Jeep Arctic Yeti Dig

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Jeep Arctic Yeti Dig

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• Only 16% of fans see Facebook page posts.

• Activating friends of fans is the fastest and surest way to drive revenue through social.

• Build successful campaigns with shareable content and incentives to share.

3.) A Thousand Bites at the Apple

Not-So-EffectiveInfluencerStrategies

4.) Buying Posts

4.) Buying Posts

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4.) Buying Posts• It is tempting to pay bloggers to write about

your product…but it doesn’t work.

• Purchased content doesn’t have credibility, generates no traffic, and ranks poorly.

• FTC requires disclosure for purchased content…which defeats the purpose.

5.) Mailing the List

5.) Mailing the List

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5.) Mailing the List• It is tempting to build or buy a PR list and

blast a press release…but it doesn’t work.

• This approach is terrible because you’re sending spam and the content isn’t targeted.

• Instead, build the list and approach each person with an individual appeal.

In Summary

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Everybody’s an Influencer

Girlfriend/Wife

CoworkerVendor

Customer

Blogger Bieber

Mom

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Three Effective Strategies

1. The Home Run2. Second-Tier Bloggers3. A Thousand Bites at the Apple

Thanks for attending!Tweet your questions

@ignitesma

We’ll email you the slides, the whitepaper, and the presentation recording.