Why influencers suck and how to work with them and not pay a dime
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This document discusses influencer marketing and how building real relationships with trusted customers can be more effective than simply paying influencers. While reach does not equal influence, influencers can act as media channels if brands empower real customers to promote their brand and support them even when that strategy does not scale. The key is developing personal relationships with consumers who are emotionally invested in the brand rather than solely financial relationships with influencers.
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Why influencers suck and how to work with them and not pay a dime
- 1. Influencers. A wolf in sheep’s clothing.
- 2. A quick look into the history of influencer marketing
- 12. Influencers = Media Channels
- 20. 95% of purchase decisions are emotionally driven.
- 21. So how do you actually drive sales?
- 23. “Lululemon doesn’t pay me to be an ambassador, it’s not a financial relationship, it’s much more than that.” Daniel Cook
- 24. Build personal relationships with your most trusted consumers
- 26. Empower real customers to promote your brand
- 28. Support your customers even when it doesn’t scale
Editor's Notes
- Facebook launched in 2004. By 2007, they had amassed 50 million users and began selling ads to marketers. The model had been created, tested, and proven extremely valuable.
- In 2010 Instagram hit the scene and exploded. By Feb 2013 they had 100M MAUs, but they had a fundamental difference with their platform.
- They had built this user base with the promise of no ads. For marketers this was unacceptable and hilarious.
- After we stopped laughing, we found a way around Instagram -- we started “advertising” through influencers.