leverage influencer marketing to amplify your social voice
TRANSCRIPT
Leveraging Influencer Marketing to
Amplify Your Brand’s Social VoiceThur, Nov 21st, 2014
PRESENTORS
Holly HamannCo-founder and CMO
TapInfluence
@HollyHamann
Stacey FergusonFounder, Blogalicious
Justice Fergie Lifestyle Media
@BeBlogalicious
WHAT WE’LL COVER
WHY SOCIAL CONTENT IS SO
IMPORTANT
WHICH PLATFORM IS
RIGHT FOR YOUR BRAND?
THE POWER OF INFLUENCERS
WHAT MAKES INFLUENCERS
TICK
WHAT TO LOOK FOR IN AN
INFLUENCER
80%OF PEOPLE CHECK THEIR PHONE
WITHIN 15 MINUTES OF WAKING UPSOURE: IDC RESEARCH
110X A DAY
THEY WILL CHECK THEIR PHONE
AN AVERAGE OFSOURE: IDC RESEARCH
THERE IS A CONSTANT FEED OF SOCIAL CONTENT
AND BRANDS NEED HELP TO STAND OUT
REACH THEM VIA A TRUSTED SOURCE AND ADD VALUE TO THEIR LIVES
DISRUPT THEM BY TRYING TO SELL THEM SOMTHING
SOCIAL CONTENT DOES JUST THAT
VISUAL VISCERAL VALUABLE VIRAL
It’s creative and
catches the consumer’s
attention
It evokes emotion and
creates a connection
with the consumer and
ultimately affinity for
your brand
It tells your brand story
with personal context to
add value to the target
customer’s life
It gets distributed more
naturally from person to
person via all social
channels
WHERE IS YOUR AUDIENCE
AND WHAT DO THEY NEED?
WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 1)
WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 2)
WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 3)
INFLUENCERS ARE YOUR
CONTENT ARMY
WHAT’S THE BIG DEAL ABOUT INFLUENCER MARKETING?
GET THE RIGHT CONTENT IN FRONT OF THE RIGHT PEOPLE
THE “NEW” PYRAMID OF INFLUENCE
JOURNALISTS & CELEBRITIES
SEMI-PRO CONTENT CREATORS
CONTENT BLOGGERS/ENTHUSIASTS
SOCIAL PUBLISHERS
ENTHUSIASTS LOOKING FOR CONTENT & NON-CASH SOCIAL CURRENCY
SUPER FANS & EMPLOYEES
BRAND ADVOCATES SEEKING BRAND PERKS & RECOGNITION
FANS & FOLLOWERS
SUPER FANS
POWER MIDDLE INFLUENCERS
PROFESSIONALINFLUENCERS
STRATEGY LEVEL DECISION
INVESTMENT RELATIONSHIPS
(OWNING INFLUENCE)
SUSTAINED ADVOCACY
AUTHENTIC EXPRESSIONS DRIVE
TO PURCHASE
SENSE OF COMMUNITY & BRAND
LOYALTY
QUALITY CONTROL & VISIBILITY
OPT-IN ALLOWS FOR QUALITY
CONTROLS & COMPETITIVE CLAUSE
COMPLIANCE
PRODUCT LEVEL DECISION
“RENTING” INFLUENCE
ONE HIT AND GONE
PASSIVE IMPRESSIONS
FRAGMENTED & “COUPON”
COMMUNITY
DATA IS NOT CONTROLLED OR
OWNED BY THE BRAND
DUPLICATIVE PROFILES & NO
CONTROL OVER DIRECT
COMPETITOR PROMOTION
PRODUCT REVIEW SITESIMPACT
VS
WHAT MAKES
INFLUENCERS TICK?
CELEBRITY STATUSQUALITY CONTENT
CREATORSBUZZ BUILDERS &
PROMOTERSADVOCATES & EMPLOYEES
WHAT DO THEY HAVE THAT BRANDS DON’T?
1. Trust
2. Very targeted audience
3. Authentic consumer experience
4. Bigger reach than brands
5. Better, faster, cheaper
6. Shareable
WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A
BRAND?
Let them tell authentic stories
Think of them as partners
Showcase content on various of Facebook, Pinterest, Twitter, YouTube
Give proper influencer attribution
Provide clarity on what actions you want the audience to take
Be “always on”
Increase value (and exposure) of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies
Compensation
THE KEYS TO WORKING WITHINFLUENCERS
• Reached 6.9M people
• 10.5M impressions
QUESTIONS?
@HollyHamann@BeBlogalicious