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Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands
- 1. 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
- 2. Hi! I’m Julia. Follow me! @juliacantor @juliacantor #DigATL
- 3. Agenda • What is influencer marketing? • What are brands looking for? • Great campaigns • Six things you can do NOW • Questions/Answers #digatl @juliacantor @juliacantor #DigATL 3
- 4. What is influencer social influence marketing? What is marketing?
- 5. Influencers drive action • 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. #digatl @juliacantor @juliacantor #DigATL 5
- 6. 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. #digatl 90% of people trust recommendations from people they know. (Nielsen) @juliacantor @juliacantor #DigATL 6
- 7. 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) #digatl @juliacantor @juliacantor #DigATL 7
- 8. What are brands looking for in social influence marketing? What is influencers?
- 9. Reach, Relevance, Resonance, and Relationship to the Brand • REACH – network size REACH RELEVANCE • RELEVANCE – topic areas • RESONANCE - engagement RESONANCE RELATIONSHIP • RELATIONSHIP – brand connection #digatl @juliacantor @juliacantor #DigATL 9
- 10. How do brands find influencers? 1. Influencer Identification Tools 2. Influencer Networks 3. Self-Identification 4. Organic Research #digatl @juliacantor @juliacantor #DigATL
- 11. Great campaigns influence marketing? What is social
- 12. Kotex: Women’s Inspiration Day 1 2 3 #digatl @juliacantor @juliacantor #DigATL 12
- 13. 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. #digatl @juliacantor @juliacantor #DigATL 13
- 14. Food Lion: New Brand Strategy Roll-out • 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. #digatl @juliacantor @juliacantor #DigATL 14
- 15. 6 Things you can do now to gain the What is social influence marketing? attention of top brands
- 16. Think about what brands are looking for… 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 16
- 17. Expand reach online TIPS: • Be consistent • Cross-promote to relevant audiences • Engage in a meaningful way #digatl @juliacantor @juliacantor #DigATL 17
- 18. Expand reach online @socialdivo #digatl @juliacantor @juliacantor #DigATL 18
- 19. Expand reach offline TIPS: • Grow your network at face-to-face events • Research opportunities to network • Develop your elevator speech #digatl @juliacantor @juliacantor #DigATL 19
- 20. Expand reach offline #digatl @juliacantor @juliacantor #DigATL 20
- 21. Expand reach offline #digatl @juliacantor @juliacantor #DigATL 21
- 22. Increase relevance to brands TIPS: Carrots ‘N’ Cake • Be consistent Taza and Husband • Use categories, tags, pages, hashtags • Use networks that match the brand • Update your descriptions and bio pages Young House Love #digatl @juliacantor @juliacantor #DigATL 22
- 23. Increase relevance to brands Don’t underestimate your “About Me” page Or your social biographies #digatl @juliacantor @juliacantor #DigATL 23
- 24. Increase relevance to brands #digatl @juliacantor @juliacantor #DigATL 24
- 25. 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 #digatl @juliacantor @juliacantor #DigATL 25
- 26. Increase resonance through engagement #Foodiechats #Fitfluential #digatl @juliacantor @juliacantor #DigATL 26
- 27. Increase resonance through engagement “Invite” people to engage #digatl @juliacantor @juliacantor #DigATL 27
- 28. Build strong relationships with brands TIPS: • Reach out to brands • Maintain communication with brands • Consider online and offline communication • Be prompt • Be professional • Respect embargoes @abcddesigns #digatl @juliacantor @juliacantor #DigATL 28
- 29. Build strong relationships with influencer networks #digatl @juliacantor @juliacantor #DigATL 29
- 30. Key takeaways • 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 @juliacantor #DigATL 30
- 31. Thank you! What is social influence marketing?
Notes de l'éditeur
- I’m playing the role of a brand and teaching you influencers how to think like us. That way, you can be a part of our campaigns!All you have to do to be a top influencer is gain attention of top brands. We’re going to talk about how you can do that.
- It takes 10% of a population to convince a majority to adopt the same belief. (Rensselear Polytechnic Institute Study)People trust their partner, friends, and coworkers more than they trust manufacturers, retailers and advertisers.(Nielsen, Henley Centre Study)
- Brand Strategy Roll-out: Phases I & IIWe activated 10 social influencers in each phase (20 total). We provided them a gift, encouraged them to visit the stores, create a recipe with products they purchased, and write a review of the newly renovated locations. Additionally, they raffled a giveaway gift card for their readers.Kitchen Makeover Contest OutreachFor Kitchen Makeover Contest, we reached back out to the 10 phase I influencers, asking them to write about their dream kitchen and inform readers about the Food Lion sweepstakes (including links to the Facebook page).
- Brand Strategy Roll-out: Phases I & IIWe activated 10 social influencers in each phase (20 total). We provided them a gift, encouraged them to visit the stores, create a recipe with products they purchased, and write a review of the newly renovated locations. Additionally, they raffled a giveaway gift card for their readers.Kitchen Makeover Contest OutreachFor Kitchen Makeover Contest, we reached back out to the 10 phase I influencers, asking them to write about their dream kitchen and inform readers about the Food Lion sweepstakes (including links to the Facebook page).
- Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
- Grow your visitors, followers, viewers, subscribers, fans, circles and connections using online strategies.Tips:Be consistentPosting scheduleVoice and toneSubject matterCross promote across social networks to relevant audiencesShare blog posts on Twitter, Facebook, LinkedIn, Pinterest, Google +Share Instagram photos on Twitter and FacebookEngage in a meaningful wayAdd opinions and insightFind likeminded people Participate in conversation
- Grow your visitors, followers, viewers, subscribers, fans, circles and connections using online strategies.Tips:Be consistentPosting scheduleVoice and toneSubject matterCross promote across social networks to relevant audiencesShare blog posts on Twitter, Facebook, LinkedIn, Pinterest, Google +Share Instagram photos on Twitter and FacebookEngage in a meaningful wayAdd opinions and insightFind likeminded people Participate in conversation
- Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
- Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
- Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
- Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
- Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
- Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
- Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
- Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
- Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
- All Rapha employees are active cyclists and most ride to work every day. A passion for road racing is at the heart of our company culture and is supported by regular company rides, sportive trips and racing.ServiceWe aim to make buying Rapha products as easy and convenient as possible. We also back up our products with long lasting guarantees and the very highest standards of after sales service. Rapha is more than just an online retailer and we aim to foster long lasting relationships with other road riders as passionate as ourselves. It is for this reason that the Rapha customer service team consults regularly with customers about products, rides and the latest developments in pro racing.
- They’ll be your “Agent”
- They’ll be your “Agent”