The document outlines 4 steps for influencers to gain attention from top brands: 1) Increase reach by expanding online and offline networks and being consistent in posting. 2) Increase brand relevance by being consistent in topics, platforms, and avoiding polarizing language. 3) Increase engagement by responding to comments, following hashtags, and participating in tweet chats. 4) Develop genuine relationships by respectfully tagging and mentioning brands to get their attention while maintaining a professional presence. The document provides examples of influencer marketing trends like exclusive events, product collaborations, and brand-sponsored videos.
Creator Influencer Strategy Master Class - Corinne Rose Guirgis
BarkWorld 2014 Presentation by Julia Cantor // Lessons for Influencers: 4 Steps to Gaining the Attention of Top Brands
1. LESSONS FOR INFLUENCERS:
4 STEPS TO GAINING THE ATTENTION OF
TOP BRANDS
BARKWORLD - 2014
@JULIACANTOR
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@JULIACANTOR
HI, I’M JULIA.
• Influencer Marketing Lead at Moxie, Digital Agency Headquartered in
Atlanta
• Previously Worked at Both National and Global Levels for PR Agencies and
Brands
• M.A., Integrated Marketing Communication, Emerson College (MA)
• B.A., Union College (NY)
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@JULIACANTOR
BEFORE WE GET STARTED
This presentation is business-focused; it is meant for
people who are interested in partnering with brands.
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@JULIACANTOR
AGENDA
• What is Influencer Marketing?
• What are brands looking for in influencers?
• Influencer activation trends
• 4 steps to take now to increase your online influence
• Q/A
6. WHAT IS INFLUENCER MARKETING?
INFLUENCER MARKETING ACTIVATES HIGHLY
TARGETED INDIVIDUALS TO ACHIEVE BRAND
OBJECTIVES THROUGH PERSONALIZED TOUCH
POINTS OR EXPERIENCES.
@JULIACANTOR
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7. WHAT ARE BRANDS LOOKING FOR IN
INFLUENCERS?
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INFLUENCERSRELATIONSHIP
@JULIACANTOR
REACH
RELEVANCE
RESONANCE
People who have an engaged
network of trust and strong brand
alignment.
Influencers lie in the intersection of:
- Reach: network size
- Relevance: topic areas
- Resonance: online engagement
- Relationship: history of brand
advocacy
8. SAMPLE INFLUENCER SLIDE FOR A BRAND
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REACH RELEVANCE
BLOG: VIEWS PER MONTH
INSTAGRAM: FOLLOWERS
FACEBOOK: FANS
PINTEREST: FOLLOWERS
TWITTER: FOLLOWERS
YOUTUBE: SUBSCRIBERS/
VIEWS
OTHER CHANNELS
RESONANCE RELATIONSHIP
IS SHE A CURRENT
FAN OF OUR BRAND
AND SHOW PHOTOS
OF THE BRAND ON
HER BLOG AND
SOCIAL CHANNELS?
CURRENT
APPROPRIATE
SOCIAL ENGAGER?
ADDITIONAL
SPECIFICS TBD
HOW OFTEN SHE
ENGAGES WITH HER
AUDIENCE
HOW OFTEN HER
AUDIENCE ENGAGES
WITH HER
AGE
TOPICS SHE COVERS
WHAT TYPE OF CONTENT
SHE CREATES (PHOTO,
VIDEO, ETC.)
ANY DEMOGRAPHIC INFO WE
HAVE ON HER READERSHIP/
AUDIENCE
Sample Influencer:
SADIE JANE SABIN
http://simplysadiejane.com
13. 4 STEPS TO TAKE NOW TO INCREASE YOUR
ONLINE INFLUENCE
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@JULIACANTOR
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@JULIACANTOR
INCREASE REACH
• EXPAND REACH ONLINE:
• Be consistent
• Amplify your content through social channels
• Engage in a meaningful way
• EXPAND REACH THROUGH OFFLINE ENGAGEMENTS
• Grow your network at face-to-face events (like BarkWorld!)
• Research opportunities to network
• Develop your elevator speech – you never know when you’ll
need it! (the holidays are coming up, so keep it top of mind at
every gathering you attend and bring those business cards!)
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@JULIACANTOR
INCREASE BRAND RELEVANCE
• BE CONSISTENT
• Posting schedule, Topics, Categories, Pages, Hashtags
• BE PRESENT ON RELEVANT PLATFORMS
• For example, if the brand is on Instagram, it is likely they will want influencers
on Instagram
• CONSIDER YOUR LANGUAGE AND POLARIZING BELIEFS THAT MAY NOT
ALIGN WITH THE BRAND
• Think twice before you: Swear, speak unkindly, discuss politics and religion,
mention illegal activities, etc.
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@JULIACANTOR
INCREASE BRAND RELEVANCE
Don’t underestimate the importance
of your social media bios and your
“About” page.
17. INCREASE RESONANCE THROUGH ENGAGEMENT
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@JULIACANTOR
• RESPOND TO THOSE WHO COMMENT ON YOUR POSTS
• FOLLOW HASHTAGS DURING TWEETUPS, MEETUPS, AND
CONFERENCES
• Before, during, and after the event
• INVITE PEOPLE TO ENGAGE
• PARTICIPATE IN TWEETCHATS/TWITTER PARTIES BOTH
RELATED AND UNRELATED TO THE PET INDUSTRY
18. EXAMPLE TWEETCHATS TO TRY OUT
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@JULIACANTOR
• #BLOGCHAT: SUNDAYS, 9 PM ET
• CONNECT W/BLOGGERS
• #FOODIECHATS: MONDAYS, 8 PM ET
• CONNECT W/FOODIES
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@JULIACANTOR
DEVELOP GENUINE RELATIONSHIPS
Follow brands on social, photograph them, tag them,
@mention them… but do it in a respectful way to get
their attention.
Brands want to know you love their product/service and
you are dedicated, but they also want you to be very
professional.
20. 4 STEPS TO GAINING THE ATTENTION OF TOP
BRANDS
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@JULIACANTOR
1. INCREASE REACH
2. INCREASE BRAND RELEVANCE
3. INCREASE RESONANCE THROUGH ENGAGEMENT
4. DEVELOP GENUINE RELATIONSHIPS
