3% of people generate 90% of the impact online. With the evolution of PR and marketing, the power of influencer marketing is undeniable and unavoidable. Here I share the presentation I delivered at the 2018 PRSA Maryland Annual Conference, which gives insights and "rules of road" for engaging and leveraging relationships with influencers. If you have questions, feel free to reach out: jfast@abelcommunications.com

1. Rise of
Influencer
Communications:
Changing the Face
of PR and Marketing

2. JESSICA FAST
Account Director,
Abel Communications
Supports Baltimore-based agency in leading
strategy and execution of communications
programs for clients across industries,
including non-profit, technology, health and
wellness, and professional services.

3. Hey, that’s me!

4. “
Maureen Jann, Director of Marketing, Point It Digital Marketing
(source)
An influencer is someone who has
developed a personal brand that
represents a topic or an interest that
they’re committed to. Those influencers
have a like-minded community. They
offer a clear perspective on topics that are
important to them and their community.

5. Why Influencer Marketing?
‣ 3% of people generate 90% of the impact online. (source)
‣ Word of mouth is still the most powerful tool. 82% of people
trust personal endorsements. (source)
‣ Influencer marketing delivers 11x higher ROI than traditional
forms of digital marketing. (source)
‣ Influencer marketing is on track in 2018 to be a $6.3b industry —
and spend in 2020 is expected to be around $10b. (source)

6. INFLUENCE
The capacity to have an
effect on the character,
development, or behavior of
someone or something, or
the effect itself.

7. MAVENSCONNECTORS PERSUADERS
TYPES OF INFLUENCERS

8. WHO IS RIGHT FOR YOUR BRAND?
INTEGRITY
BRAND FIT CONTEXTUAL
CREDIBILITY
VALUE QUALITY

9. THE RULES

10. 1
It’s not about you
Brands don’t influence people. People Do. How does
your product benefit their audience?
Source

11. 2
Influencers Are Not Media Outlets
Influencers are people — not a reporter telling your story.

12. 3
Leave Room for Authenticity
Here’s a hard thing for marketers and communicators
to accept: you can’t control everything.Allow the
relationship to be imperfect and authentic.

13. 4
The Power is in High Quality Content
Content is not king. Great content is king.

14. 5
Influence is not a tactic
It’s a strategy. It reinforces and adds energy around all
elements of your marketing mix. Give influencers a seat
at the table when connecting and planning execution.

15. CASE STUDIES

16. Don’t Kale My Vibe.
Since 2006, kale production has increased 60% ….
but why? The power PR!
Sparked by her love kale and desire to promote
healthy eating, a NY agency owner tapped
celebrities and chefs to promote the superfood. In
2009, Bon Appétit ran a recipe for kale chips by a
famous New York City chef. In 2010, Dr. Oz
introduced kale to his viewers.And, in 2011,
Gwyneth Paltrow baked kale chips on Ellen. Since
then, kale-featured dishes in restaurants has
increased 400%, driven the “green juice” popularity
and is now offered in McDonald’s salads.
(source)

17. Actioning Ambassadors
Instead of putting top dollar into celebrity athlete
endorsement, $2.1 billion apparel brand Lululemon
focused on micro-influencers.Through an
ambassador program, the brand created a
community of like-minded individuals focused on
personal growth. Lululemon hosted in-store yoga,
gave products out for testing, solicited feedback, and
partnered with influencers on social impact
programs.
source

18. Beer’d Off
During “Mo-Vember,” Ulman Cancer Fund
called on individuals to raise money in
support of the fight against young adult
cancer.As their PR partner, we engaged and
activated influencers in order to increase
participation in and donations toward their
“Beard Off”.We tapped breweries to
participate in a friendly “Beer’d Off”
challenge and hosting in brewery tasting
events to raise money and awareness.
The campaign resulted in a45% increase in
participation and 62% increase in donations.

19. With the current goal of reimagining the image of
Power Plant Live! as not just a top Baltimore
destination — but a top family destination, we
established partnerships with local nonprofit
organizations.The designated organization is the
beneficiary of ticket sales for the districts Family
Fun Day series and heavily involved in the
planning, operations and promotion of the event.
Following the established partnerships, PPL saw a
250% increase in all-ages attendance at its Family
Fun Series. Raising thousands for its charity
beneficiaries.
Powering
Baltimore and Families

20. The truth behind STX’s target audience - teens,
tweens and college players - is that they are not
consuming traditional media.We overhauled
the PR strategy and now focus on creating
relevant, high quality owned content —
delivered through the brand’s blog and social
media channels.Additionally instead of putting
STX in the spotlight, we put their influencers at
the forefront because the brand message is
stronger coming from their athletes and sport
influencers.
STX’s blog has reached 100,000+ annual page
views - with the average time spent on the blog
at almost 4:45 min. per session.
Scoring Big for STX

21. Key Takeaways
Don’t think about influencers as just individuals — explore relationships with
influential groups too.
Develop relationships over time well before you have an ask.
Content that is compelling to its target audience, authentic to the storyteller’s
voice, and delvers against your brand objectives.
Involve influencers in your process early on — leverage their experience to
identify new opportunities for collaboration.
Use guardrails, but allow influencers to share your story in a way that’s authentic
to their brand.
It’s not for every brand.

22. Let’s Connect!
/in/jessicafast
@jessfast
jfast@abelcommunications.com
www.abelcommunications.com