Influencer Marketing:6 Steps To Gaining The Attention Of Top Brands           @juliacantor   #SoCon13
Hi! I’m Julia.Follow me!@juliacantor               @juliacantor       #SoCon13
Agenda•   What is influencer marketing?•   The “accidental influencer”•   What are brands looking for in influencers?•   G...
What is Influencer Marketing?
Influencers Drive Action•   Influence marketing focuses on key    individuals who have the potential to shape    the great...
Influencers Have a Network of Trust•   Brands have the opportunity to drive    conversation, tap into a network of    trus...
Marketers Invest in InfluencersWhat’s in it for the influencers?•Unique experiences•Revenue•Free products•“Fame”… and mayb...
The “Accidental Influencer”
The “Accidental Influencer”“In February 2001, I launched dooce.com as a place towrite about pop culture, music, and my lif...
What Are Brands Looking For             In Influencers?
Reach, Relevance, Resonance, and Relationship to the Brand•   REACH – network size•   RELEVANCE – topic areas             ...
How Do Brands Find Influencers?1.   Influencer Identification Tools2.   Influencer Networks3.   Self-Identification4.   Or...
Great Campaigns
Kotex: Women’s Inspiration Day1   2              3             @juliacantor     #SoCon13
Food Lion: New Brand Strategy Regional Roll-out•   Identified influencers in small market    areas where Food Lion stores ...
Food Lion: New Brand Strategy Regional Roll-outResults from the 20 Influencers…  •   90 posts on blogs, Twitter and      F...
6 Things You Can Do NOW To Increase Your Influence AndGain Attention of Top Brands
Think About What Brands Are Looking For (the 4 Rs)1)   Expand REACH online2)   Expand REACH offline3)   Increase RELEVANCE...
Expand Reach OnlineTIPS:•   Be consistent•   Cross-promote to relevant audiences•   Engage in a meaningful way            ...
Expand Reach Online@socialdivo              @juliacantor   #SoCon13
Expand Reach OfflineTIPS:•Grow your network at face-to-face events•Research opportunities to network•Develop your elevator...
Expand Reach Offline@juliacantor    #SoCon13
Expand Reach Offline@juliacantor    #SoCon13
Increase Relevance To BrandsTIPS:•   Be consistent•   Use categories, tags, pages, hashtags•   Use social channels that ma...
Increase Relevance To Brands Don’t underestimate your       “About Me” page Or your social biographies   @juliacantor     ...
Increase Relevance To Brands       Let Brands Get To Know             The Real You.   @juliacantor     #SoCon13
Increase Resonance Through EngagementTIPS:•   Respond to those who comment on    your posts•   Follow hashtags during twee...
Increase Resonance Through Engagement                  #Foodiechats             @juliacantor    #SoCon13
Increase Resonance Through Engagement                  #Fitfluential             @juliacantor    #SoCon13
Increase Resonance Through Engagement                            “Invite” People                               to Engage  ...
Build Strong Relationships With BrandsTIPS:•   Reach out to brands•   Maintain communication with brands•   Consider onlin...
Build Strong Relationships With Influencer Networks                              Influencer Networks Are                  ...
Key Takeaways•   Brands are investing in influencer marketing•   You have the power to become an influencer or    expand y...
Thank You!  @juliacantor{keep in touch!}
Upcoming SlideShare
Loading in …5
×

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

889 views

Published on

Presentation by Julia Cantor, Senior Media Strategist at Engauge.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
889
On SlideShare
0
From Embeds
0
Number of Embeds
52
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. Influencer Marketing:6 Steps To Gaining The Attention Of Top Brands @juliacantor #SoCon13
  2. 2. Hi! I’m Julia.Follow me!@juliacantor @juliacantor #SoCon13
  3. 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. 4. What is Influencer Marketing?
  5. 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. 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. 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. 8. The “Accidental Influencer”
  9. 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. 10. What Are Brands Looking For In Influencers?
  11. 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. 12. How Do Brands Find Influencers?1. Influencer Identification Tools2. Influencer Networks3. Self-Identification4. Organic Research @juliacantor #SoCon13
  13. 13. Great Campaigns
  14. 14. Kotex: Women’s Inspiration Day1 2 3 @juliacantor #SoCon13
  15. 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. 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. 17. 6 Things You Can Do NOW To Increase Your Influence AndGain Attention of Top Brands
  18. 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. 19. Expand Reach OnlineTIPS:• Be consistent• Cross-promote to relevant audiences• Engage in a meaningful way @juliacantor #SoCon13
  20. 20. Expand Reach Online@socialdivo @juliacantor #SoCon13
  21. 21. Expand Reach OfflineTIPS:•Grow your network at face-to-face events•Research opportunities to network•Develop your elevator speech @juliacantor #SoCon13
  22. 22. Expand Reach Offline@juliacantor #SoCon13
  23. 23. Expand Reach Offline@juliacantor #SoCon13
  24. 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. 25. Increase Relevance To Brands Don’t underestimate your “About Me” page Or your social biographies @juliacantor #SoCon13
  26. 26. Increase Relevance To Brands Let Brands Get To Know The Real You. @juliacantor #SoCon13
  27. 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. 28. Increase Resonance Through Engagement #Foodiechats @juliacantor #SoCon13
  29. 29. Increase Resonance Through Engagement #Fitfluential @juliacantor #SoCon13
  30. 30. Increase Resonance Through Engagement “Invite” People to Engage @juliacantor #SoCon13
  31. 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. 32. Build Strong Relationships With Influencer Networks Influencer Networks Are Becoming More and More Important Over Time @juliacantor #SoCon13
  33. 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. 34. Thank You! @juliacantor{keep in touch!}

×