You have a story to tell. But do you have the right people telling it? Does it feel like it's tough to break through these days? Competition is everywhere. Content is everywhere. How does your business stand out? That's why so many businesses are turning to industry and citizen influencers to help spread the message. But the best ways to do influencer marketing aren't well established (yet). Let's change that. Jay Baer is the #1 most retweeted person in the world among digital marketers.

1. #InfluencerTips

2. Session will be
recorded
There will be
time for
questions at
the end
Leave your
questions in
the
“questions”
panel
Hashtag is:
#InfluencerTips
Housekeeping
#InfluencerTips

3. Devon Wijesinghe
CEO of Insightpool
@DevonWijesinghe
Speakers
Co-founded Insightpool in
2012, and has led the
company from two to 60+
employees, acquired a
Silicon Valley start-up, Next
Principles, and is currently
revolutionizing marketing
and sales across social.
#InfluencerTips

4. Jay Baer
President of Convince & Convert
@JayBaer
Speakers
Jay Baer is a New York Times
best-selling author of five books.
He is the President of Convince &
Convert, a consulting company
that works with major brands on
social/content marketing. He runs
the world’s #1 content marketing
blog, and his Social Pros podcast
just won “best podcast” at the
Content Marketing Awards.
#InfluencerTips

5. Title Area
Why Are
Influencers
Important?
#InfluencerTips

6. à Explosion of
content and social
interactions, and
more on the way
à If you build it, so
what?
#InfluencerTips

7. IN THEORY
à In a competitive environment, amplification
is as important (maybe more so) than creation
à Influencers give your story reach and impact
#InfluencerTips

8. TIP #1
Build a business case for
influencer marketing
#InfluencerTips

9. • You don’t need “influence” you need what
influencers can bring (reach, impact)
• But to what end?
• There are only 3 reasons to get involved in
influencer marketing…
#InfluencerTips

10. influencers
spread your
story to people
who otherwise
would not be
exposed to it
Awareness
Influencers
cause specific,
desirable
behaviors to
occur among
target audiences
– clicks,
purchases,
downloads
Sales
Influencers
cause existing
customers to
become
advocates, to
renew, etc.
Loyalty
Build a business case for influencer marke9ng
#InfluencerTips
In this role,
influencers are
essentially
advertising vehicles
In this role,
influencers are
essentially direct
response vehicles
In this role,
influencers are
essentially
cheerleaders for the
brand

11. TIP #2
Learn the difference
between audience and
influence
#InfluencerTips

12. • We use “influencer marketing” as a catch-all term, but many
“influencers” don’t actually have influence
• Influence means that you incite a behavior or a belief, not just
that you created impressions
• Some people have influence, other people have an audience.
BUT, this is circumstantial and topically specific!
#InfluencerTips

13. Audience,
164,000
Interest,
80,000
Influence,
1,600
Social media
#InfluencerTips

14. Audience,
164,000
Interest,
2,000 Influence,
200
Rock climbing
#InfluencerTips

15. • Unless you really only care about impressions and
reach, be thoughtful about working with people who
have demonstrated influence about the relevant topic
• Audience and influence are not correlated – you can
have great, specific influence without huge audience
#InfluencerTips

16. Audience,
20,000
Interest,
15,000
Influence,
3,000
Rock climbing
#InfluencerTips

17. TIP #3
Craft a story worth
telling
#InfluencerTips

18. • Usually, influencers amplify a
story, they shouldn’t BE the
story
• Craft a story that is
interesting and unique
enough that influencers
WANT to use their power to
talk about it
• The fact that your business
exists is not a sufficiently
compelling story
#InfluencerTips

19. Remember…story comes first, influencers come second!
TheBusinessOfStory.com
#InfluencerTips

20. TIP #4
Start with advocates first
#InfluencerTips

21. • Current customers can be your most
powerful influencers, even if they don’t
have a huge audience
• This is because they possess the power
of personal experience – they KNOW
your business is good and can provide
credible testimony
#InfluencerTips

22. convinceandconvert.com
#InfluencerTips

23. DefinitiveDigest.com
#InfluencerTips

24. #InfluencerTips

25. #InfluencerTips

26. #InfluencerTips

27. Advocates can make you money too!
Needle.com
#InfluencerTips

28. TIP #5
Discover people with
relevant audience next
#InfluencerTips

29. Three systems for identifying people with
relevant, large audiences:
Discover people with relevant audience
#InfluencerTips
DIY
Software
Assist
Market
place

30. Software-assisted influencer discovery:
à Insightpool finds people who follow
competitors, and don’t follow you
à GroupHigh finds bloggers that write about a
particular topic, sortable by audience size
à LittleBird finds people (mostly on Twitter) who
are influential on a particular topic
à Cision finds bloggers and social media
influencers by topic and geography
And many more…
#InfluencerTips

31. Marketplace influencer discovery
à TapInfluence matches companies to online
influencers across many platforms, and helps
manage influencer campaigns
à Del Mondo matches companies to SnapChat
influencers
à GrapeStory matches companies to Vine
influencers
à Snapfluence matches companies to
Instagram influencers
And
many
more…
#InfluencerTips

32. About
Insightpool
#InfluencerTips

33. #InfluencerTips
Did you know? 92% of people trust recommendations from
people they know, whereas only 36% of people actually trust
branded content, according to Neilsen.
The problem? Brands don’t know which influencers to connect
with or what solutions to use to drive their business forward.
Insightpool is your solution.

34. #InfluencerTips

35. #InfluencerTips

36. TIP #6
Analyze topic and
content strengths
#InfluencerTips

37. Examine each potential
influencer’s topical and content
history, and channel strengths:
• How often do they publish about
your topic?
• How recently have they published
about your topic?
• Have they worked in the past with
competitors or similar companies?
• How comfortable are they with
social media vs. written content
(blogging) vs. photos vs. video?
#InfluencerTips

38. #InfluencerTips

39. #InfluencerTips
Eric the Car Guy
Ericthecarguy.com
à Eric is a certified technician whose site has a ton of FAQs,
video tutorials, and guides to help people diagnose and
solve a wide variety of common problems from coolant
leaks to an engine overheating.
à While the production value on his videos is mediocre, Eris
is well spoken and his tutorials are clear and friendly.

40. #InfluencerTips
Eric the Car Guy cont’d
à On his popular YouTube
channel, he’s releasing about
2 videos a week (some of
which are sponsored)
answering questions from
viewers as well as covering
from specific skills.
à The blog also has content
based on major areas of
interest.
Website
visits 51.1K
Twi8er
Followers 4.3K
Facebook
Likes 43K
YouTube
Subscribers
624K
(97MM
views)
Instagram
Followers 167
Pinterest
Followers N/A

41. TIP #7
Approach with specifics
#InfluencerTips

42. • Influencers that have an
audience are “pitched”
constantly. You must make it
clear what you want and how
it will benefit them
• “I found you online and was
thinking it might be
interesting to work on some
things together.”
WRONG!
#InfluencerTips

43. Pitches should include:
• Demonstration that you’ve done your homework
• Specific request
• Clear explanation of benefits and expectations
• Time limiter
• Description of next steps
#InfluencerTips

44. Hi
Eric,
I’m
a
fan
of
your
blog
and
videos.
I
parUcularly
enjoyed
the
1988
Town
&
Country
transmission
walk-­‐
through,
as
my
dad
had
one
was
I
was
a
kid.
Memories!
You
do
such
a
great
job
of
making
complex
things
understandable.
Thank
you!
I’m
Jay
Baer,
and
I
head
up
the
Digital
Content
Team
for
Convince
&
Convert.
Our
blog
was
named
the
#1
content
markeUng
blog
in
the
world
and
is
a
resource
for
readers
on
vehicle
and
home
maintenance.
My
team
and
I
have
selected
you
and
6
other
experts
as
potenUal
contributors
to
our
placorm.
Our
large
audience
will
give
you
great
exposure,
and
your
content
is
perfect
for
our
readers.
This
is
a
paid
program
in
exchange
for
monthly
content
creaUon,
and
we’d
also
want
to
sponsor
your
blog/videos.
We
need
to
have
all
parUcipants
finalized
by
August
30.
May
we
connect
on
Skype
on
Monday
at
2pm,
or
Tuesday
at
10am
(eastern
Ume)?
Many
thanks,
Eric.
I
hope
we
are
able
to
work
together.
#InfluencerTips

45. TIP #8
Use the magic triangle
#InfluencerTips

46. Bloggers/influencers care about 3 things:
Exclusivity
Co-creation
Attention
#InfluencerTips

47. Exclusivity if tons of people
are participating, it’s less
interesting to the influencer
Co-creation Influencers don’t
want to spread your story, they
want to help you create the story
Attention Use your audience
to build their audience
#InfluencerTips

48. TIP #9
Build relationships first,
then transactions
Bonus!
#InfluencerTips

49. • Identify who you want to work with, long before
the program starts
• Interact online to build name recognition and trust
• Tweet/re-tweet
• FB comments
• Blog comments
• Youtube comments
• IG comments
• Use your real name and
company name
#InfluencerTips

50. 1. Build a business case
2. Learn the difference between audience and
influence
3. Craft a story worth telling
4. Start with advocates
5. Discover people with relevant audiences
6. Analyze content and topic strengths
7. Approach with specifics
8. Use the magic triangle
9. Build relationships first
#InfluencerTips

51. Q & A
#InfluencerTips

52. Thanks!
#InfluencerTips