The document discusses the power and evolution of influencer marketing. It notes that influencer marketing has become one of the fastest growing online marketing channels due to its ability to amplify content, increase exposure, and create leads. Successful influencer strategies require identifying tipping points, engaging with influencers early and authentically, and using tools to implement and measure outreach. Measuring influencer marketing should focus on how it contributes to overall business objectives and metrics like leads and conversions.

1. Here to talk about the power of the influencer
Most talked about topic in the industry
First experience from a person perspective was a couple of years ago
Reassurance that I was buying the right thing
Looked at some online reviews
Came across video review
At first wasn’t sure if I could watch it
Awkward a stranger, front room talking in a dodgy camera
Concept alien to me
Any I got through and thought that was actually really genuine
And you tube then recommended a number of other videos to watch
Before I knew it I had lost 3 hours of my life trying to perfect make up looks
And had written down a long list of products I had to buy
At no point did it cross my mind that these people were being paid to promote these products
And maybe they weren’t
But they could see potential of what soon became a tipping point for social media and content
THEPOWEROFTHEINFLUENCER
Nicola Barker
@nicolabarker81

2. We can’t attend an event with some Gladwell can we
He talks about in his book The Tipping Point…
The magic moment when an idea, trend or social
behaviour crosses a threshold, tips or spreads like
wildfire
the magic moment when
an idea, trend of social
behaviour crosses a
threshold, tips of spreads
like wildfire
MALCOLM GLADWELL

3. And his book he talks about the law of the few which he
describes that the success of any kind of social
epidemic is heavily dependent on the involvement of
people with a particular set of social gift
Now for those of you are familiar with his work, he wrote
this book in the year 2000 and he know what was going
to happen, he didn’t predict any of this stuff
He didn’t even know that social media was going to
happen
The success of any kind
of social epidemic is
heavily dependent on the
involvement of people
with a particular rare set
of social gifts
MALCOLM GLADWELL

4. And if we look back over the last 5 or 7 we can see many transitions of social media predominately been driven in
the way as users we use social media
One example being the introduction of the like, the ability to like or comment something you could argue not
created interaction but had a part to play in creating the tipping point of the concept of the influencer because it
creates a measure of popularity which lead ultimately to influence
And who remembers the original Facebook status that set the pre cursor of is so Nicola is having a cup of coffee
Nicola is off to the gym.
Crikey how insightful did I used to be
And what’s worse now is that Facebook wants you to share your memories…no thanks it is cringe worthy enough
without having to be reminded of it
EVOLUTION OF SOCIALMEDIA

5. Now if I still wanted to tell the world that I am having a cup of coffee I would post a picture of a perfectly placed
coffee cup, sat on a nice background, and I might even drop in my designer sunglasses but them at a jaunty angle
because that looks pretty cool and it will get me more likes
And I wanted to tell the world that I am going to gym because let’s face it if it isn’t on social media then it didn’t
happen…
Then what would I do….well I would post a selfie of course in the gym changing room I might do it before or after
my workout it depends if I can do it with someone photobombing in the back ground
And I might add the Mayfair fileter because it give the impression of abs that aren’t really there but that will get me
more likes
And I will add the #instafit because I know that there are currently 17million picture currently on instagram with this
hash tag so a huge community there will definitely get me even more likes!
These pictures aren’t mine or of me by the way I could only dream of getting this many likes
CHANGE IN HOW WE USE SOCIALMEDIA

6. When instagram first launched it was about
putting filters on your photos and basically
trying to pretend that you are a better
photographer than you actually are
But now people are actually trying to
become ‘instafamous’ yes that is a term it is
on Wikipedia so it must true
Wow, you’re about to become instafamous
once I upload this photo to instagram
INSTAGRAM

7. And what this is doing is redefining the
concept of celebrity because instead of
turning pages of magazines to see
celebrities or watching their idols in films
Generations y and z now look to instagram,
snapchat and twitter in search of their idols
and these are the bloggers, models, fitness
trainers who are recognised names or at
least recognised names online
REDFINING CELEBRITY

8. So as marketers we need to recognising
and thinking about these tipping points in
order to evolve and adapt our digital
strategies. We need to think about these
evolutions and look to how they can
transform our businesses
WE NEED TO RECOGNISE TIPPING POINTS

9. Influencer marketing or outreach whichever
you prefer to call it has been cited as the
fastest growing on line marketing channel
FASTEST GROWING

10. And according to the Forbes CMO network
59% of marketers said that will be
increasing their influencer marketing
budgets proving that it delivers tangible
ROI
The concept of it goes quite simply with
content and social media
59% of marketers are planning to increase
their influencer marketing budgets in the
next 12 months
FORBES CMO NETWORK

11. We know the story with content, we have
been trying and hearing it for years. For
your content to stand out we need to make
it memorable, use emotion because people
feel first, think second, use the art of story
telling
An I don’t know about you but it is bloody
hard to memorable for two reasons
normally you need to take a risk and
businesses don’t like to take risks and
secondly there is so much content out there
how do you get your target audience to see
it when they are already exposed to so
many other things saying the same thing
but in a different way
CONTENT IS EVERYTHING

12. What partnering with influencers does is it
give your content a lift, it can amplify your
message, increase its exposure ultimately
driving leads.
One of the reasons why it has become so
popular is because we need to find more
effective ways of reaching new online
audiences
AMPLIFY
CONTENT
EXPOSURE
CREATE
LEADS
INFLUENCERS DELIVER VALUE

13. Channels like online advertising are
intrusive to our user experience
How many people get annoyed when you
are in the middle of reading something and
you just can’t close that advert? Or you are
counting down the seconds till you can skip
that you advert
With the evolvement of technology and the
introduction of ad blockers we as
consumers are more in control of choosing
what we don’t and don’t want to see
DISRUPTIVEADVERTISING

14. Partnering with influencers is different
because they offer something different
They have an earned and engaged
audience and the word earned is very
important there
Because we are not talking about the high
profile celebrities or political leaders
because you can argue that they have
influence before they even join a social
network
EARNEDAND ENGAGEDAUDIENCES

15. President Obama got to 1 million twitter
followers in just 4.5 hours from one tweet
Not many people can do that
ONE
1 MILLION FOLLOWERS IN 4.5 HOURS

16. Whilst you can argue that some of the
popular you tubers have celebrity status
Zoella being the obvious example….they
didn’t have status when they started out
and what they did was produced and
shared content that people were interested
in kept coming back for more
One of the best examples of influencer
marketing I have seen was a video that
went viral a couple of years ago
It was a bit different but because it was
aimed to shock and raise awareness for
young to speak about domestic violence
The campaign was called Don’t Cover UP
and featured popular self-taught makeup
artist Lauren Luke
PRODUCED CONTENT

17. Refuge were trying to reach out to teenage
girls and young women and the ad’s
targeting couldn’t have been more
appropriate as Lauren Luke’s has almost
half million subscribers within this
demographic
THE TARGETING WAS SEAMLESS

18. It isn’t just the popular you tubers though
that you can class as influencers because
let’s face it unless you have large budgets
to put towards this and spend up to £30k
for one instragram post you aren’t going to
get very far
There are lots of other bloggers and people
producing content who are just as powerful
and come with their readymade loyal
audiences that are tunes in
Tanya Burr Pixiwoo Gary Vaynerchuk
Kayla Itsines Seth Godin
NOT JUSTABOUT POPULARITY

19. So if you are looking to target HR directors,
.NET developers, science teachers or even
marketers then there are people out there
who will amplify or collaborate your content.
How do we find these people because we
might not know who they are?
READY MADEAND LOYALAUDIENCES

20. One of the tools that we use for our reach is inky bee and this is a blogger outreach tool
where you can manage your outreach programme:
SEEKAND FIND

21. Search using key words
You can rank each blogger by key metrics such as size of audience, levels of
engagement, how often they post and number of social connections
You can create lists of people so you can closely monitor their activity
And you can automatically connect, follow their social media profiles ready for engaging
When implementing an influencer strategy engagement is key because if you get this
wrong you might as well not bother
We all liked to feel values and know that our opinions matter
Search Rank Create lists
See contact
details
INKYBEE LETS YOU

22. You need to engage early and authentically in order to be successful in outreach, make
friends before you need them
And you do this by liking and sharing their content over a period of time, we did this for 6
months before we approached our influencers to host or feature our content
And you can do this by liking, sharing, commenting on their content but if you want to take
a step further we featured their content in our blogs and created a list of top 10 influential
people in their space and put them in it and told them
ENGAGE EARLYANDAUTHENTICALLY

23. People like to feel valued and if they are then they are more likely to reciprocate and
agree to work with you
PEOPLE LIKE TO FEEL VALUED

24. So if you have people in your teams designated to just doing social media make sure
outreach is integral to what they do. Look at how they are spending their time and make it
a more equal split between pushing messages through posts and outreach
Because behind every successful digital strategy lies effective influencer engagement
EQUAL SPLIT

25. One important part of forming and launching an influencer strategy but is often over
looked is employee advocacy
Your employees have the potential to be one of your biggest marketing assets and are yet
an untapped territory
One of the best examples of this that I have seen recently is with boutique fitness club
1rebel
This company was launched a couple of years ago to revolutionise the UK fitness industry
What it does differently is that it offers an experience whether that is in the luxury
changing rooms kitted with shower gel, moisturisers, hair straighteners or through one of
its high intensity fitness classes with its highly energetic trainers but what aims to do is to
be memorable and not like any other gym
EMPLOYEEADVOCACY

26. Part of what has helped it become such a cult brand is the amplification of the brand
through it’s employees
All of the trainers have or are actively encouraged to have their own social media profiles
attached to the 1rebel brand which increases the reach dramatically. There are currently
nearly 10000 pictures on Instagram linked to the brand which is pretty good for only 2
locations in London. So a lot of employee advocacy going there
ALOT OF EMPLOYEEADVOCACY

27. To implement this in your businesses you can start of by picking your most digitally savvy
people to share your content. Some of your employees may hold more online reach
influence then your own CEO or even brand so start with these people first
CHOOSE THE RIGHT PEOPLE

28. Two things are critical to the success of employee advocacy and the first is trust
You need to have a transparent culture of trust for it to work because these will motivate
shares, and encourages genuine conversations. It builds the confidence in your
employees that you trust their judgement
TRUST

29. The second thing is freedom you can set guidelines and guide on best practice but you
have to give them the freedom to do it on their own. Or also you can’t force them to do it
because it won’t be genuine
FREEDOM

30. To help manage employee advocacy and measure effectiveness there are number of
online tools on the market that enable your employees to know which content to share,
publish content and also incentives through gamification to actively encourage your
employees to get involved. This one is called SMARP but there are many out there on the
market
SMARP

31. When it comes to measuring your influencer strategy remember that the objective is not
to influence the influencer but to influence the influencers audience as this is the point at
which the impact of the influencer engagement is both felt and measured
MEASURE

32. We can assign lots of different metrics on this such as traffic to website, video views, and
increased conversions but ultimately your metrics need to tie back into what your original
goal was. For us it is leads and conversions because these add tangible ROI to the
bottom line for your organisation it might be different but in a sales driven business it is
the £ that matter
Number of
impressions
WHAT VALUE?
Leads
generated
Increased
conversions
Enhanced
credibility

33. Be prepared and recognise your tipping points
Engage early and authentically
Use online outreach tools to implement and measure outreach
TAKEAWAYS
Recognise tipping
points and adapt
your digital
strategies
Engage early and
authentically
Use online
outreach tools to
implement and
measure outreach

34. Create a transparent culture of trust and freedom when undertaking employee advocacy
The value that you assign to influencer marketing is linked to your objective
TAKEAWAYS
Create a
transparent culture
of trust and
freedom when
implementing
employee
advocacy
The value that you
assign to
influencer
marketing should
be linked to your
objective

35. Designed by: Michael Kearnon
Company Name: Docs Elite Ltd
Tel: +44 (0)7411255542
SlideShare: http://www.slideshare.net/mkearnon
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https://uk.linkedin.com/in/mkearnonPublic Profile
https://uk.linkedin.com/in/mkearnonPublic Profile
https://uk.linkedin.com/in/mkearnon
Presented by: Nicola Barker
Company Name: Impellam
SlideShare: http://www.slideshare.net/NicolaBarker1
LinkedIn: https://uk.linkedin.com/in/nicolabarker