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How to Influence an Influencer from #SMDaySD

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Only through building a relationship, building trust and building community can you effectively influence an influencer. The steps do so are:

1. Building your community platform
2. Using it to identify influencers
3. Determing your value exchange. What is the sweet spot?
4. Making the connection
5. Creating engaging opportunities
6. Following up and becoming a friend.

Published in: Marketing
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How to Influence an Influencer from #SMDaySD

  1. 1. HOW TO INFLUENCE AN INFLUENCER. @danjrosenbaum & @onlyinsf
  2. 2. ONLY THROUGH BUILDING A RELATIONSHIP, TRUST AND COMMUNITY CAN YOU INFLUENCE AN INFLUENCER. YOU NEED TO GET PERSONAL
  3. 3. I love other people’s pets
  4. 4. I love to travel
  5. 5. I love to read. Goal: 15 books Status: 14 books
  6. 6. I play with my food
  7. 7. Why am I here?
  8. 8. Because I manage this community. Here’s my journey.
  9. 9. BROKE-ASS STUART WITH LITTLE BUDGET AND A TEAM OF ONE, WE’VE WORKED WITH INFLUENCERS @brokeassstuart Writer, SF Personality and mayoral candidate. Took over our Facebook page. KARL THE FOG @karlthefog The sassiest fog in the world. Had a Twitter chat with him. TABLEHOPPER @tablehopper She knows late-night eats and writes content for our site.
  10. 10. I am an influencer and so are all of you. More importantly…
  11. 11. WHAT IS AN INFLUENCER?
  12. 12. AN INFLUENCER SHARES AND CARES ABOUT WHAT’S IMPORTANT TO THEM. THEY INCITE ACTION.
  13. 13. NEWSPAPERS INFLUENCER’S HAVE BEEN AROUND FOREVER. IT’S HOW YOU WORK WITH THEM THAT’S CHANGED. New York Times 1.4MM Daily Circulation CELEBRITIES Kim Kardashian 1 – 4MM viewers per episode SOCIAL MEDIA Pei Ketron 1.1MM Followers
  14. 14. “DO WHAT YOU CAN, WITH WHAT YOU HAVE, WHERE YOU ARE.” - Theodore Roosevelt
  15. 15. IMPORTANCE OF INFLUENCERS
  16. 16. WHY ARE THEY SO IMPORTANT TO BRANDS? • Expand reach • Target new audiences • Provide meaningful connections • Become an extension of your marketing team • They build trust @nanpalmero @_scottgordon_ @louisraphael
  17. 17. “…BEING TRUSTED IS THE SINGLE MOST URGENT WAY TO BUILD A BUSINESS.” - Seth Godin
  18. 18. AGENDA SOCIAL MEDIA DAY • Building Your Platform • Identifying Your Influencers • Determining Your Value Exchange • Making the Connections • Creating Engaging Opportunities • Following up @itskarenthoo @0ptiics @briannguyen
  19. 19. BUILDING YOUR PLATFORM
  20. 20. ALL PLATFORMS HAVE THESE CHARACTERISTICS…
  21. 21. THEY ARE COLLABORATIVE. BOTH BRAND AND AUDIENCE PARTICIPATE.
  22. 22. THEY RECOGNIZE AND PROMOTE PARTICIPANTS.
  23. 23. THEY ARE CONSISTENT.
  24. 24. GoPro – Youtube Channel
  25. 25. Instagram – Blog/App
  26. 26. Airbnb Airbnb – Pineapple Magazine
  27. 27. Content Marketing Institute – Twitter Chats
  28. 28. Social Media Marketing Society - Hangouts
  29. 29. San Francisco Travel San Francisco Travel – Instagram Hashtags
  30. 30. THEY COME IN ALL DIFFERENT FORMS, BUT ONE THING REMAINS THE SAME: THEY TAKE TIME TO BUILD.
  31. 31. IDENTIFYING YOUR INFLUENCERS
  32. 32. THEY P.R.E.A.C.H. INFLUENCERS DO ONE THING. • They are participatory. • They build reach. • They show expertise. • They have an audience. • They are consistent. • They have hooks. What other influencers are they connected to? Use your platform to identify your influencers @amandaseeyoudarr @lucsteven @lucsteven@chaddandrew
  33. 33. Participatory
  34. 34. Reach
  35. 35. Expert
  36. 36. Audience
  37. 37. Consistency
  38. 38. @yasminelizabeth @cohen @karlthefog @d.leong @lukesbeard @dantom Hooks @eyeonthebay @coryiander @reneeavargas
  39. 39. DETERMINING YOUR VALUE EXCHANGE
  40. 40. VALUE What can you offer them? • Exclusivity / Access • Exposure • Recognition • Money As a brand you need to find the intersection between your needs and their skill set. That’s the sweet spot. At San Francisco Travel, we are always are in need of photos, so we buy them from our community… @jefferz415 @j_valeros @matrickphoto
  41. 41. STOCK PHOTOGRAPHY @d.leong
  42. 42. STOCK PHOTOGRAPHY @dellybean
  43. 43. STOCK PHOTOGRAPHY @lukesbeard
  44. 44. MAKING THE CONNECTION
  45. 45. THIS IS HOW YOU GET THERE ATTENTION. PERSONALIZED COMMUNICATION THAT ASKS WHAT YOU CAN DO FOR THEM.
  46. 46. EMAIL / DIRECT MESSAGE • Make it personal • Give them your value exchange • Make it easy for them to get behind your initiative. @marcus_aureluiz
  47. 47. Meet IRL. Leverage existing communities.
  48. 48. CREATING ENGAGING OPPORTUNITIES
  49. 49. CREATE OPPORTUNITIES THAT ALLOW THEM TO CREATE THEIR CRAFT AT THEIR OWN PACE.
  50. 50. Tours @yasmineelizabeth @cyruscgt @danjrosenbaum
  51. 51. Takeovers
  52. 52. Takeovers – physical spaces (from DiscoverLA)
  53. 53. Web Content
  54. 54. EVENTS We hosted 40 Influencers and their friends. Invited a select group of partners to attend and offer exclusive experiences to attendees. Encouraged the use of #AlwaysSF and our channel @OnlyinSF
  55. 55. EVENTS RESULTS This event was a way for us to say thank you. We didn’t expect this. • The @OnlyinSF Instagram channel eclipsed 100K followers • More than 5,000 Photos have been tagged with #AlwaysSF • More than 750K Instagram engagements (likes and comments) on all photos @cohen @_scottgordon_ @cyrustolentino @eyeonthebay @katrinawlui @tj.gif
  56. 56. FOLLOWING UP
  57. 57. BECOME FRIENDS
  58. 58. TRACK EVERYTHING • Content / posts • Events attended • Photos submitted • Email opens • What coffee do they like? Get personal @nanpalmero @_scottgordon_ @louisraphael @daniel_burr @jsj83 @cometwest
  59. 59. “IT’S NOT ABOUT A SINGLE TWEET OR ONE PHOTO. IT’S ABOUT CREATING A RELATIONSHIP.” - @danjrosenbaum
  60. 60. “ONLY THROUGH AUTHENTIC, GENUINE COMMUNICATION CAN YOU HELP SOMEONE. THIS BUILDS TRUST” - @danjrosenbaum
  61. 61. 1. BUILD YOUR PLATFORM 2. USE IT TO IDENTIFY 3. DETERMINE YOUR VALUE 4. MAKE A MEANINGFUL CONNECTION 5. CREATE OPPORTUNITIES 6. FOLLOW UP AND REPEAT
  62. 62. OWN THE RELATIONSHIP.
  63. 63. HOMEWORK: IDENTIFY AN INFLUENCER IN YOUR COMMUNITY AND ASK THEM OUT FOR A CUP OF COFFEE
  64. 64. THANK YOU!

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