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BLOGGERS 
PINNERS 
INSTAGRAMMERS 
TWEETERS 
FACEBOOKERS 
PHOTOGRAPHERS 
STORYTELLERS 
CONTENT-CREATORS 
MOVERS 
SHAKERS 
T...
IT’S 2014. 
SOCIAL MEDIA HAS SOLVED ALL 
OUR MARKETING PROBLEMS!
85% 
(JUST KIDDING) 
OF SOCIAL MARKETERS AREN’T SURE 
WHICH SOCIAL MEDIA TOOLS TO USE 
*Source: Social Media Examiner 2014...
IT’S NOT THAT EASY 
PLATFORMS 
CHANGE ALL 
THE TIME 
*Image Source: HyperboleAndAHalf.com 
CREATING CONTENT 
AND ENGAGING ...
BUT YOU’VE GOT A SECRET WEAPON: 
INFLUENCER MARKETING 
GIVE YOUR BRAND ADVOCATES 
THE OPPORTUNITY TO SELL 
YOUR STORY
YOUR SECRET WEAPON: 
INFLUENCER MARKETING 
INFLUENCERS DO THIS 
FOR YOU 
CREATING CONTENT AND 
ENGAGING WITH CUSTOMERS IS ...
INFLUENCER MARKETING DRILLDOWN 
WHO’S AN INFLUENCER? 
HOW DO I FIND HER? 
WHAT DO I DO WITH HER? 
HOW DO I MEASURE WHAT WE...
WHO’S AN 
INFLUENCER?
80% 
OF ALL US HOUSEHOLD 
PURCHASING DECISIONS 
ARE MADE MY WOMEN 
OF WOMEN WHO BLOG HAVE 
PURCHASED SOMETHING BECAUSE 
A ...
A WOMAN WHO HAS AN 
ENGAGED SOCIAL MEDIA 
FOLLOWING: 
SHE CAN MOVE 
HER AUDIENCE TO 
RESPOND AND 
TAKE ACTION 
WHO’S AN IN...
HOW DO I 
FIND HER?
LISTEN TO 
THESE 
PLATFORMS: 
§ BLOGS 
§ FACEBOOK 
§ TWITTER 
§ INSTAGRAM 
§ PINTEREST 
HOW DO YOU FIND HER?
LOOK FOR PROOF OF ENGAGEMENT 
§ BIGGEST ISN’T ALWAYS BEST 
§ LISTS ARE UNRELIABLE – USE YOUR OWN TOOLS 
§ MOST METRICS ...
CASE STUDY
WHAT DO I DO 
WITH HER?
3C 
APPROACH THIS AS A PROFESSIONAL RELATIONSHIP 
COMMUNICATE 
CONTRACT 
COMPENSATE 
WHAT DO I DO WITH HER?
COMMUNICATE 
SET EXPECTATIONS; THIS IS WHEN YOU 
DECIDE WHAT YOU’RE MEASURING 
WHAT DO I DO WITH HER? 
APPROACH THIS AS A ...
HOW WILL I 
MEASURE 
WHAT WE 
DID? 
*FORRESTER RESEARCH WWW.FORRESTER.COM"
INFLUENCERS 
IN ACTION
WHEN DO I USE BLOGGERS? 
WHEN YOU WANT TO 
CREATE 
BRAND CONTENT 
§ USER-GENERATED CONTENT YOU CAN SYNDICATE 
§ BRAND AW...
CCAASSEE SSTTUUDDYY
CASE STUDY 
THE SEASIDE BAKER
WHEN DO I USE 
FACEBOOK INFLUENCERS? 
WHEN YOU WANT TO 
SHARE 
BRAND CONTENT 
§ SALES OR COUPONS 
§ CONTESTS OR GIVEAWAY...
CASE STUDY
WHEN DO I USE 
TWITTER INFLUENCERS? 
WHEN YOU WANT 
REAL-TIME 
ACTION 
§ PRODUCT LAUNCHES, STORE OPENINGS 
§ FLASH SALES...
14% INCREASE 
IN UNITS SOLD 
YEAR-OVER-YEAR 
CASE STUDY
CASE STUDY 
2-HOUR EVENT: 
53 MILLION 
SOCIAL 
IMPRESSIONS
WHEN DO I USE 
INSTAGRAM INFLUENCERS? 
WHEN YOU WANT TO REACH 
YOUNG 
& FRESH 
CONSUMERS 
§ BEAUTY AND FASHION 
§ PRODUC...
CASE STUDY 
THE BEAUTY MILK 
“an effective advertisement 
- I'm ordering some today!”
86% 
INCREASE IN 
FOLLOWERS 
CASE STUDY
WHEN DO I USE 
PINTEREST INFLUENCERS? 
WHEN YOU WANT TO 
DRIVE 
TRAFFIC 
§ RETAILERS 
§ RECIPES 
§ CRAFTS 
§ INTEGRATI...
CASE STUDY
REMEMBER… 
YOUR GREATEST ADVOCATES ARE ALREADY OUT THERE 
PUT THE SOCIAL BACK 
IN SOCIAL MARKETING: 
THAT’S WHERE 
THE MAG...
THANK YOU! 
KRISTY SAMMIS 
FOUNDER, CLEVER GIRLS 
@kristysf
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Influencing the Influencer (Influencer Marketing Done Right)

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For five years, Clever Girls has been running successful influencer marketing campaigns (from hiring bloggers, to engaging influencers on Twitter, Facebook, Pinterest and Instagram).

Originally prepared and presented for Shop.org 2014 Summit ("Digital Bootcamp"), this presentation gives a high-level overview of how to approach integrated influencer marketing programs.

Published in: Social Media
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Influencing the Influencer (Influencer Marketing Done Right)

  1. 1. BLOGGERS PINNERS INSTAGRAMMERS TWEETERS FACEBOOKERS PHOTOGRAPHERS STORYTELLERS CONTENT-CREATORS MOVERS SHAKERS TASTEMAKERS INFLUENCERS WE ARE CLEVER GIRLS KRISTY SAMMIS kristy@clevergirlscollective.com originally prepared for Shop.org Summit 2014
  2. 2. IT’S 2014. SOCIAL MEDIA HAS SOLVED ALL OUR MARKETING PROBLEMS!
  3. 3. 85% (JUST KIDDING) OF SOCIAL MARKETERS AREN’T SURE WHICH SOCIAL MEDIA TOOLS TO USE *Source: Social Media Examiner 2014 Report, 2800 Marketers
  4. 4. IT’S NOT THAT EASY PLATFORMS CHANGE ALL THE TIME *Image Source: HyperboleAndAHalf.com CREATING CONTENT AND ENGAGING WITH CUSTOMERS IS A GIANT DRAIN ON RESOURCES ROI? ROI? ROI?
  5. 5. BUT YOU’VE GOT A SECRET WEAPON: INFLUENCER MARKETING GIVE YOUR BRAND ADVOCATES THE OPPORTUNITY TO SELL YOUR STORY
  6. 6. YOUR SECRET WEAPON: INFLUENCER MARKETING INFLUENCERS DO THIS FOR YOU CREATING CONTENT AND ENGAGING WITH CUSTOMERS IS A GIANT DRAIN ON RESOURCES PLATFORMS CHANGE ALL THE TIME ROI? ROI? ROI? THE INFLUENCERS ARE THE EXPERTS COST-EFFECTIVE OUTSOURCING,WIN-WIN
  7. 7. INFLUENCER MARKETING DRILLDOWN WHO’S AN INFLUENCER? HOW DO I FIND HER? WHAT DO I DO WITH HER? HOW DO I MEASURE WHAT WE DID?
  8. 8. WHO’S AN INFLUENCER?
  9. 9. 80% OF ALL US HOUSEHOLD PURCHASING DECISIONS ARE MADE MY WOMEN OF WOMEN WHO BLOG HAVE PURCHASED SOMETHING BECAUSE A BLOGGER RECOMMENDED IT 71% 92% OF US WOMEN USE SOCIAL MEDIA REGULARLY WHO’S AN INFLUENCER?
  10. 10. A WOMAN WHO HAS AN ENGAGED SOCIAL MEDIA FOLLOWING: SHE CAN MOVE HER AUDIENCE TO RESPOND AND TAKE ACTION WHO’S AN INFLUENCER?
  11. 11. HOW DO I FIND HER?
  12. 12. LISTEN TO THESE PLATFORMS: § BLOGS § FACEBOOK § TWITTER § INSTAGRAM § PINTEREST HOW DO YOU FIND HER?
  13. 13. LOOK FOR PROOF OF ENGAGEMENT § BIGGEST ISN’T ALWAYS BEST § LISTS ARE UNRELIABLE – USE YOUR OWN TOOLS § MOST METRICS ARE OUTDATED QUALITY OVER QUANTITY WINS EVERY TIME HOW DO YOU FIND HER?
  14. 14. CASE STUDY
  15. 15. WHAT DO I DO WITH HER?
  16. 16. 3C APPROACH THIS AS A PROFESSIONAL RELATIONSHIP COMMUNICATE CONTRACT COMPENSATE WHAT DO I DO WITH HER?
  17. 17. COMMUNICATE SET EXPECTATIONS; THIS IS WHEN YOU DECIDE WHAT YOU’RE MEASURING WHAT DO I DO WITH HER? APPROACH THIS AS A PROFESSIONAL RELATIONSHIP
  18. 18. HOW WILL I MEASURE WHAT WE DID? *FORRESTER RESEARCH WWW.FORRESTER.COM"
  19. 19. INFLUENCERS IN ACTION
  20. 20. WHEN DO I USE BLOGGERS? WHEN YOU WANT TO CREATE BRAND CONTENT § USER-GENERATED CONTENT YOU CAN SYNDICATE § BRAND AWARENESS OR NEW RELEVANCY § REVIEWS IN REAL LIFE, DISCOVERABLE & EVERGREEN § EXPERT OPINIONS § ALTERNATE: COUPON BLOGGERS
  21. 21. CCAASSEE SSTTUUDDYY
  22. 22. CASE STUDY THE SEASIDE BAKER
  23. 23. WHEN DO I USE FACEBOOK INFLUENCERS? WHEN YOU WANT TO SHARE BRAND CONTENT § SALES OR COUPONS § CONTESTS OR GIVEAWAYS § AD OR VIDEO DISTRIBUTION
  24. 24. CASE STUDY
  25. 25. WHEN DO I USE TWITTER INFLUENCERS? WHEN YOU WANT REAL-TIME ACTION § PRODUCT LAUNCHES, STORE OPENINGS § FLASH SALES § TIE-INS WITH TV PROGRAMMING § TWITTER PARTIES 4 HATS FRUGAL
  26. 26. 14% INCREASE IN UNITS SOLD YEAR-OVER-YEAR CASE STUDY
  27. 27. CASE STUDY 2-HOUR EVENT: 53 MILLION SOCIAL IMPRESSIONS
  28. 28. WHEN DO I USE INSTAGRAM INFLUENCERS? WHEN YOU WANT TO REACH YOUNG & FRESH CONSUMERS § BEAUTY AND FASHION § PRODUCT LAUNCHES AND SALES
  29. 29. CASE STUDY THE BEAUTY MILK “an effective advertisement - I'm ordering some today!”
  30. 30. 86% INCREASE IN FOLLOWERS CASE STUDY
  31. 31. WHEN DO I USE PINTEREST INFLUENCERS? WHEN YOU WANT TO DRIVE TRAFFIC § RETAILERS § RECIPES § CRAFTS § INTEGRATING WITH BLOG PROGRAMS (POLYVORE) I HEART NAPTIME
  32. 32. CASE STUDY
  33. 33. REMEMBER… YOUR GREATEST ADVOCATES ARE ALREADY OUT THERE PUT THE SOCIAL BACK IN SOCIAL MARKETING: THAT’S WHERE THE MAGIC HAPPENS
  34. 34. THANK YOU! KRISTY SAMMIS FOUNDER, CLEVER GIRLS @kristysf

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