9.28.16 adpr4300 influencers

TAPPING INTOINFLUENCER MARKETINGBecause it’s all about what the cool kids are doing.

ABI GILMAN // @ABIGILMANSocial Strategy Manager @ Bon-Ton // Adjunct Professor @ Marquette // Busy Bee // Coffee Addict // Adventurer // Recent Vinyl Collector

WHAT’S ON DECKI’m excited to be here tonight! Here's whats on the menu.

MEET BON-TON

Our nameplates, our history, our brand.

OUR SOCIAL APPROACH

No, we don’t just tweet & pin all day. There’s a little

more to it.

INFLUENCER CHALLENGE

30 minute workshop: Research and create an

influencer strategy as a team.

PITCH YOUR PEEPS

Show me what you’ve got! Your turn to take the lead.

! " #

@ABIGILMAN // #LIFEATBONTON

MEET BON-TONWe may be over 150 years old, but we still love a great pair of shoes and a good sale.

MEET BON-TONBERGNER’S BOSTON STORECARSON’SELDER-BEERMANHERBERGER’SYOUNKERS

@ABIGILMAN // #LIFEATBONTON

Bergner’s

Herberger’s

Boston Store

Carson’s

Younkers

Elder-Beerman

Bon-Ton

@ABIGILMAN // #LIFEATBONTON

OUR HISTORY We're proud of how far we've come. This is where it all began...

1854

Carson’s founded

1856

Younkers founded

1883

Elder-Beerman founded

1889

Bergner’s founded

1897

Boston Store founded

1898

Bon-Ton founded

1926

Herberger’s founded

@ABIGILMAN // #LIFEATBONTON

OUR SOCIAL APPROACHDoing everything 7 times isn't a disadvantage, it just means copy & paste are our best friends.

OMNI-CHANNEL INTEGRATIONWe aim to create synergy between our social channels for a seamless customer experience.

@ABIGILMAN // #LIFEATBONTON

TAPPING IN AT THE RIGHT TIME

CONSUMER

DECISIONJOURNEY

Initial Consideration Set

Post-Purchase Experience

Active Evaluation Stage

Moment of Purchase

INFLUENCER MARKETINGIt’s not just for the Kardashians…

WHY INFLUENCER MARKETING?

@ABIGILMAN // #LIFEATBONTON

70% of Internet users want to learn about a product

through content rather than traditional advertising. - Salesforce

WHY INFLUENCER MARKETING?

@ABIGILMAN // #LIFEATBONTON

2X the sales of paid advertising is generated by “marketing induced consumer-to-consumer

word of mouth” - McKinsey

WHY INFLUENCER MARKETING?

@ABIGILMAN // #LIFEATBONTON

59% of marketers will increase influencer marketing

budgets in 2016. - Social Media Today

IT’S KINDA A BIG DEAL RIGHT NOW

@ABIGILMAN // #LIFEATBONTON

EARNED VS. PAID INFLUENCERS

@ABIGILMAN // #LIFEATBONTON

Earned Influencers Organic, unpaid relationships

with customers who are natural brand advocates.

Paid Influencers Solicited and paid relationships with influencers who promote

a brand or it’s products.

MICRO + MACRO INFLUENCERS

@ABIGILMAN // #LIFEATBONTON

THE CHALLENGE

@ABIGILMAN // #LIFEATBONTON

Break up into groups and research 5 influencers - 2 macro + 3 micro - to help increase brand awareness + drive sales one of the following categories:

Plus Size Women’s Apparel

Beauty Tutorials Active / Fitness - Women’s

Home + Lifestyle + Cooking

You’ll have 30 minutes to complete this exercise and will present your recommendations to the class.

PITCH YOUR PEEPSYour turn to take the stage. Share with the class the influencers you selected to represent your category.

ARIANA MOSHREF // @ARI_MOSHREFSocial Media Marketing Intern @ Bon-Ton // Senior @ Marquette // Book Worm // Style Maven // Instagram Addict // Wine Connoisseur

4 TIPS FOR SOCIAL MEDIA INTERNS

1. speak up. 2. leave your expectations at home. 3. pay attention and listen. 4. it's not all about your brand, all the time.

@ARI_MOSHREF // #LIFEATBONTON

4 THINGS I LEARNED

1. it’s ok to mess up. 2. some things can't be taught in the

classroom. 3. think beyond your to-do list. 4. don't compare yourself to other's progress

@ARI_MOSHREF // #LIFEATBONTON