We all know Influencers are huge necessities in our marketing mix, but outside of leveraging a few bloggers for a handful of campaigns, how much further have you explored the Influencer space? Have you ventured into Vine, perused your options with Periscope, investigated Instagram or even visited the idea of Virtual Reality? In this interactive session, Crystal Duncan from IZEA will talk about cutting edge campaigns that are being done in the food vertical in an effort to spark your creativity for future plans you are putting together. Come prepared with your thirst for knowledge and your hunger for creativity!

1. SPARK YOUR CREATIVITY

2. Influencer Marketing

3. HOW DID WE GET HERE?
Around 2006 we started to see the beginning of an industry
2007 - Bloggers creating quality content and spreading buzz via “Word of
Mouth” has begun
2008 - Twitter becomes key player in this space
2010 - Instagram and YouTube evolve as top channels for branding
2012 - Terminology starts to change from “Blogger” to “Influencer” or
“Creator”
2013 - Vine and SnapChat join the party
2015 - Periscope starts to grow in popularity

4. What We’re Used To…

5. EXAMPLES - BLOGS

6. EXAMPLES - TWEETS

7. EXAMPLES - PHOTOS

8. Newest Trends…

9. EXAMPLES - SHORT FORM VIDEO

10. EXAMPLES - SHORT FORM VIDEO

11. EXAMPLES - SHORT FORM VIDEO

12. THE LOGISTICS
Vine
• Short-form video sharing service
• Acquired by Twitter in 2012
• Videos can be up to 6 seconds in length
• Vines can be shared through other services like Facebook and Twitter
Instagram/Facebook Video
• Longer video options than Vine
• Instagram can be shared to Facebook, but not the other way around
• Videos can be created in advance and then uploaded to either platform
• No guarantee exposure with application algorithms
• Popular videos include easy cooking/recipe tutorials

13. EXAMPLES - HIGH QUALITY BRANDED VIDEO

14. EXAMPLES - HIGH QUALITY BRANDED VIDEO

15. THE LOGISTICS
High Quality Branded Videos
• Many brands are utilizing their favorite influencers in what is considered “commercial-
like quality” video production
• This content is then distributed by the brand through their social channels, other
marketing outlets and some are even using as TV or Internet TV spots
• Instead of the Influencer creating the content they are instead appearing as the star
and utilizing professional crews to do the filming and editing

16. EXAMPLES - MULTICHANNEL AMBASSADORS

17. THE LOGISTICS
Multichannel Ambassadors
• A large shift over the years is utilizing Influencers for longer periods of time vs. one-
off campaigns
• Influencers could be asked to create content on one channel and share is across
other social channels or even be asked to create unique content for each channel
• Often times brands are working with these Influencers to create content across
several different times or the year or promotions they are running
• For example, they could do a Back to School video, do an Instagram giveaway for
Holiday, create a blog post about Spring cleaning and finish off with a Periscope
about their favorite foods to grill in the summer
• Many times when a brand is looking to work with Ambassadors, they will expect
exclusivity in the category

18. EXAMPLES - EXPERIENCES

19. THE LOGISTICS
Experiences
• Don’t be afraid to leverage your creators in an online/offline campaign
• Make sure content is easily shareable
• Track through custom hashtags
• Make sure to announce the experiences
• Excellent option to enable multichannel buzz and awareness
• Give participants a reason to share and want to engage with their followers/the brand

20. EXAMPLES - LIVE STREAMING

21. THE LOGISTICS
Periscope
• Live streaming app for iOS and Android
• Purchased by Twitter in 2015 just prior to the official app launch
• Users have the option to make their videos public or viewable only to certain users
• Periscope allows viewers to send “hearts” to the broadcaster as a form of appreciation
• up to 500 hearts can be given per session and users can log out and log back in to give more hearts
• Scopes can be archived and viewed for up to 24 hours after live stream
• When a Scope starts, Tweets are sent through Twitter to alert the audience
Facebook Live
• Streaming option through Facebook
• Highly used by companies like Buzzfeed - recently interviewed President Obama and streamed it live
• Evolving option for Facebook
• Can be invasive to Facebook users

22. PRESS COVERAGE - LIVE STREAMING

23. EXAMPLES - 360 VIDEO/VIRTUAL REALITY
Examples on your Mobile
• Open your YouTube app on your phone
• Type in “360 video blue angels”
• Choose top video from USA Today
• Once video loads, look up, down, side to side
• Enjoy your flight!!

24. THE LOGISTICS
Virtual Reality
• Have to have custom equipment and additional editing capabilities
• Currently, viewers can only have a full experience viewing through Facebook or
YouTube app via mobile device
• Great to give audiences insight into an experience

25. How Do I Get Involved?

26. WHAT’S RIGHT FOR YOU?
Utilize platforms that make sense for your brand
Don’t be afraid to try new channels with professional creators
Be selective with who is representing your brand
Be willing to negotiate
Let the creator use their voice
Be unique while maintaining brand safety
Repurpose the creator’s content if possible
Engage with your creators, their followers and the conversation they are
starting!
Make sure sponsored content makes sense and is natural

27. Questions?

28. SPARK YOUR CREATIVITY