Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Understanding and Applying Influencer Marketing Methods

10 222 vues

Publié le

Unless it is 1984 and you’re Nike, your influencer marketing strategy probably needs some work.

This presentation features Ignite Social Media Founder & President Jim Tobin and special guest Jason Keath from Social Fresh as they present "Nobody's an Influencer. Everyone's an Influencer." Learn battle-tested influencer marketing strategies that you can put to work for your business today.

Publié dans : Business, Technologie
  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Understanding and Applying Influencer Marketing Methods

  1. 1. Understanding and Applying Influencer Marketing Methods We’ll begin shortly…
  2. 2. Who’s presenting? Jason Keath Jim Tobin Founder, President Social Fresh @JasonKeath Founder, President Ignite Social Media @jtobin #igniteim
  3. 3. 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. #igniteim
  4. 4. Download the White Paper http://bit.ly/influencer-marketing
  5. 5. Unless it is 1983 and you’re Nike, your influencer marketing strategy probably needs some work.
  6. 6. We’ll share 5 influencer marketing models, but first a primer…
  7. 7. People Content Influencer Marketing
  8. 8. Influencer Marketing Examples NC BBQ Fanatics Apple fanboys Kickstarter supporters
  9. 9. Influence: the ability to drive action in another person Celebrities Bieber More Reach Publishers Fans Blogger Vendor More Influence Friends Customer Coworker Girlfriend/Wife Mom
  10. 10. Influencers _________ Celebrities Influencer Sweet Spot _________ Publishers Fans Blogger Vendor Friends Customer
  11. 11. Influencers _________ Influencer Sweet Spot _________ Influencers Advocates Blogger Vendor Customer
  12. 12. You Need to Know Why People Share Message Involvement ~21% Other Involvement ~21% Product Involvement 33% SelfInvolvement 24% Ernest Dichter 1907-1991
  13. 13. Three Effective Influencer Strategies
  14. 14. 1.) The Home Run
  15. 15. “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.
  16. 16. Samsung Picture Yourself #igniteim
  17. 17. 1.) The Home Run Home 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. #igniteim
  18. 18. A Note About Celebrities… #igniteim
  19. 19. 2.) Second-Tier Bloggers
  20. 20. Bloggers want four things: Content, Credibility, Back links, & Traffic …and (increasingly) money. OK – so bloggers want 5 things.
  21. 21. Radisson 50/50/50 Campaign #igniteim
  22. 22. Jeep Jamboree Campaign #igniteim
  23. 23. 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 #igniteim
  24. 24. 3.) A Thousand Bites At the Apple
  25. 25. Tobin’s Law: The size of the brand’s network is always smaller than the size of its network’s network
  26. 26. Jeep Arctic Yeti Dig #igniteim
  27. 27. Jeep Arctic Yeti Dig #igniteim
  28. 28. 3.) A Thousand Bites at the Apple • 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. #igniteim
  29. 29. Not-So-Effective Influencer Strategies
  30. 30. 4.) Buying Posts
  31. 31. 4.) Buying Posts
  32. 32. 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. #igniteim
  33. 33. 5.) Mailing the List
  34. 34. 5.) Mailing the List
  35. 35. 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. #igniteim
  36. 36. In Summary
  37. 37. Everybody’s an Influencer Coworker Vendor Mom Blogger Girlfriend/Wife #igniteim Bieber Customer
  38. 38. Three Effective Strategies 1. The Home Run 2. Second-Tier Bloggers 3. A Thousand Bites at the Apple #igniteim
  39. 39. Thanks for attending! Tweet your questions @ignitesma We’ll email you the slides, the whitepaper, and the presentation recording.