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Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13
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Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands | SoCon13

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Presentation by Julia Cantor, Senior Media Strategist at Engauge.

Presentation by Julia Cantor, Senior Media Strategist at Engauge.

Published in: Business
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  • 1. Influencer Marketing:6 Steps To Gaining The Attention Of Top Brands @juliacantor #SoCon13
  • 2. Hi! I’m Julia.Follow me!@juliacantor @juliacantor #SoCon13
  • 3. Agenda• What is influencer marketing?• The “accidental influencer”• What are brands looking for in influencers?• Great campaigns• Six things you can do NOW to increase your influence• Questions/answers @juliacantor #SoCon13
  • 4. What is Influencer Marketing?
  • 5. Influencers Drive Action• Influence marketing focuses on key individuals who have the potential to shape the greater population’s awareness, actions, and purchase decisions.• Today, everyone can be a content producer, so everyone has the ability to change a brand’s reputation. @juliacantor #SoCon13
  • 6. Influencers Have a Network of Trust• Brands have the opportunity to drive conversation, tap into a network of trust, activate brand advocates to generate rich meaningful content, create online buzz around brands and products, drive traffic and sales by cultivating relationships with social influencers. @juliacantor #SoCon13
  • 7. Marketers Invest in InfluencersWhat’s in it for the influencers?•Unique experiences•Revenue•Free products•“Fame”… and maybe even dog treats, a freewasher/dryer or a trip to DisneyWorld (just to name a few) @juliacantor #SoCon13
  • 8. The “Accidental Influencer”
  • 9. The “Accidental Influencer”“In February 2001, I launched dooce.com as a place towrite about pop culture, music, and my life as a singlewoman. I never expected more than a couple of dozenpeople to read it.” – Heather Armstrong @dooce “I still can’t believe a little online journal to keep me motivated to get in shape for my wedding day would turn into what it is today. I thank my lucky stars every single day for the opportunities that CNC has afforded me.” – Tina @CarrotsnCake“We began this little blog, rockstar diaries, a few monthslater as a way to share bits and pieces of our little newlywed life in nyc with family and a few close friends.” –Naomi @lovetaza @juliacantor #SoCon13
  • 10. What Are Brands Looking For In Influencers?
  • 11. Reach, Relevance, Resonance, and Relationship to the Brand• REACH – network size• RELEVANCE – topic areas REACH RELEVANCE• RESONANCE - engagement• RELATIONSHIP – brand connection RESONANCE RELATIONSHIP @juliacantor #SoCon13
  • 12. How Do Brands Find Influencers?1. Influencer Identification Tools2. Influencer Networks3. Self-Identification4. Organic Research @juliacantor #SoCon13
  • 13. Great Campaigns
  • 14. Kotex: Women’s Inspiration Day1 2 3 @juliacantor #SoCon13
  • 15. Food Lion: New Brand Strategy Regional Roll-out• Identified influencers in small market areas where Food Lion stores were refreshed.• Selected 10 influencers per phase and mailed them a branded package and gift card to buy groceries. @juliacantor #SoCon13
  • 16. Food Lion: New Brand Strategy Regional Roll-outResults from the 20 Influencers… • 90 posts on blogs, Twitter and Facebook. 501,465 targeted blog impressions. 90% positive, 10% neutral. • Obtained quality content for the brand. @juliacantor #SoCon13
  • 17. 6 Things You Can Do NOW To Increase Your Influence AndGain Attention of Top Brands
  • 18. Think About What Brands Are Looking For (the 4 Rs)1) Expand REACH online2) Expand REACH offline3) Increase RELEVANCE to brands4) Increase RESONANCE through engagement5) Build strong RELATIONSHIPS with brands6) Build strong RELATIONSHIPS with influencer networks @juliacantor #SoCon13
  • 19. Expand Reach OnlineTIPS:• Be consistent• Cross-promote to relevant audiences• Engage in a meaningful way @juliacantor #SoCon13
  • 20. Expand Reach Online@socialdivo @juliacantor #SoCon13
  • 21. Expand Reach OfflineTIPS:•Grow your network at face-to-face events•Research opportunities to network•Develop your elevator speech @juliacantor #SoCon13
  • 22. Expand Reach Offline@juliacantor #SoCon13
  • 23. Expand Reach Offline@juliacantor #SoCon13
  • 24. Increase Relevance To BrandsTIPS:• Be consistent• Use categories, tags, pages, hashtags• Use social channels that match the brand• Update your descriptions and bio pages @juliacantor #SoCon13
  • 25. Increase Relevance To Brands Don’t underestimate your “About Me” page Or your social biographies @juliacantor #SoCon13
  • 26. Increase Relevance To Brands Let Brands Get To Know The Real You. @juliacantor #SoCon13
  • 27. Increase Resonance Through EngagementTIPS:• Respond to those who comment on your posts• Follow hashtags during tweetups, meetups, and conferences (before, during and after)• Participate in tweetchats and conversations of interest to find like- minded people @juliacantor #SoCon13
  • 28. Increase Resonance Through Engagement #Foodiechats @juliacantor #SoCon13
  • 29. Increase Resonance Through Engagement #Fitfluential @juliacantor #SoCon13
  • 30. Increase Resonance Through Engagement “Invite” People to Engage @juliacantor #SoCon13
  • 31. Build Strong Relationships With BrandsTIPS:• Reach out to brands• Maintain communication with brands• Consider online and offline communication• Be prompt• Be professional• Respect embargoes @abcddesigns @juliacantor #SoCon13
  • 32. Build Strong Relationships With Influencer Networks Influencer Networks Are Becoming More and More Important Over Time @juliacantor #SoCon13
  • 33. Key Takeaways• Brands are investing in influencer marketing• You have the power to become an influencer or expand your influence• Enjoy your dog treats and Disney Vacation! @juliacantor #SoCon13
  • 34. Thank You! @juliacantor{keep in touch!}

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