Digital influencers are leaders within their communities, with powerful social networks and industry-wide
credibility. That means they can be a critical part of your marketing strategy. If you’re a brand looking to
connect with one, you’re in the right place.
Getting In With The “In Crowd”
Digital Inﬂuencer Marketing for Brands
DIGITAL INFLUENCE IS THE ABILITY TO CREATE AN EFFECT, CHANGE OPINIONS AND BEHAVIORS, AND
DRIVE MEASURABLE OUTCOMES ONLINE, AND IS LARGELY THE RESULT OF SOCIAL NETWORKING.
Seek relevant inﬂuencers in the ﬁeld you want to reach, and build a relationship
that outlasts the brand campaign.
Connecting Your Brand with Digital Inﬂuencers
Coinciding with the new Wizarding World of
Harry Potter park opening, Universal Studios
hosted a private screening with the park
developers, inviting seven of the series’ most
influential bloggers and fan site owners.
Those seven influencers sparked conversation
among an estimated 350 million people through
their fan sites and blogs.
A Leadtail and PunchTab report notes Twitter’s top marketing inﬂuencers most
retweeted by digital marketers. Check out the top 8, ordered by number of Twitter
followers at time of publishing:
Dozens of “mommy bloggers” decorated
Chicken Nuggets as Christmas trees, reindeer,
and snowmen during the holidays, sharing the
creations across their social networks.
The nugget-decorating extravaganza garnered
8.8 million social impressions, beating the initial
goal by 70%.
Inﬂuencers and Brands Join Forces
Top Digital Marketing Inﬂuencers
UNIVERSAL STUDIOS TYSON FOODS
Your brand has enormous potential for successful digital influence. Reach out to digital marketing
influencers in the social spheres you want to engage with, and start building relationships today.
SOURCES: Mashable.com, Forbes.com, Technorati.com, Nielson.com, Briansolis.com, Huffingtonpost.com,
Techopedia.com, Leadtail, Punchtab
65% of brands
participate in digital
92% of consumers trust their
friends and family more than ads,
and they’re much more likely to
make purchases based on
recommendations than billboards.
Note an influencer’s popularity or number of
followers on social networks. How far will the
information he or she disseminates go, and
which particular audiences will he or she reach?
Examine an influencer’s expertise and the types
of social communities this influencer is a part of.
How does his or her expertise align with your
Observe the typical duration, rate, and level of
interactivity around an influencer’s content or
conversations. How long do his or her posts stay
alive in social streams?
Target relevant inﬂuencers based on the three R’s.
Partner with inﬂuencers the right way.
of influencers say
brands contact them
for their access to
of influencers report
irrelevant pitches cause
Once you’ve built a
relationship, trust your
influencers to tell your
brand’s story in their
According to the 2013 Technorati report, 86% of digital inﬂuencers also have a blog.
Where do you ﬁnd inﬂuencers? Here's where inﬂuencers are most socially active:
Posts more than
once per week
Work closely with inﬂuencers
to create a message that is tailored
for both your and their audience.
Compensate your inﬂuencers
for their time.
Treat your inﬂuencers
with respect and maintain
your relationship with them.
Chief Evangelist of Canva
Chief Content Ofﬁcer at MarketingProfs
President of Convince & Convert
Chief Marketing Ofﬁcer at Extreme Networks
CEO of Human Business Works
Founder of Crowd Companies of Canva
CEO of TopRank Online Marketing
Principal at Altimeter Group
of influencers express frustration when brands ignore their
ideas about content that works for their audience.
of influencers report that brands expect them to donate
their time for free. Even if you aren't paying your
influencers money, find other ways to incentivize
of influencers state it is a major pain point when brands do
not come through with the negotiated payments or products.