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Hannah Butcher
Content	Camino
How	to	Win	Friends	&	Influence…
Influencers
@HannahFButcher
https://www.slideshare.net/HannahWarder
“Unbelievable.”
http://bit.ly/2BUttGW @HannahFButcher
“Just had a brand cancel a
collaboration because my new
site, launched only 48hrs ago,
doesn't yet have a high DA
ranking. How ruddy short
sighted and ignorant.”
- Hayley Hall
http://bit.ly/2BUttGW @HannahFButcher
Influencers
are savvy.
@HannahFButcher#BrightonSEO
Are you?
@HannahFButcher#BrightonSEO
Brand
Reputation
@HannahFButcher#BrightonSEO
“A brand
contacted me…”
@HannahFButcher#BrightonSEO
“A brand contacted
me…”
Work in SEO?
Work in PR?
Work in social media?
@HannahFButcher#BrightonSEO
“A brand contacted
me…”
Work in SEO?
Work in PR?
Work in social media?
@HannahFButcher#BrightonSEO
“A brand contacted
me…”
Work in SEO?
Work in PR?
Work in social media?
@HannahFButcher#BrightonSEO
It’s all the same
when it comes
to outreach.
@HannahFButcher#BrightonSEO
Brand Reputation
How easily can it be
damaged?
Brand Reputation
How easily can it be
damaged?
An influencer pays to
stay at a luxury B&B.
Whilst there, she
takes a selfie...
@HannahFButcherhttp://bit.ly/2C744tX
She shares her
photo on
Instagram
@HannahFButcherhttp://bit.ly/2C744tX
She tags brands
of the clothes &
accessories she’s
wearing@HannahFButcherhttp://bit.ly/2C744tX
She also takes a
photo of her
breakfast
@HannahFButcherhttp://bit.ly/2C744tX
…
@HannahFButcherhttp://bit.ly/2C744tX
She’s then accused of
for doing a photo shoot in
the hotel without permission
@HannahFButcherhttp://bit.ly/2C744tX
Breaking the law
What happens
next?
@HannahFButcherhttp://bit.ly/2C744tX
The hotel publicly tweets
about her.
They get others to
comment on her
Instagram.
@HannahFButcherhttp://bit.ly/2C744tX
The influencer,
Estee, shares her
experience with her
followers.
@HannahFButcherhttp://bit.ly/2C744tX
Her network is
outraged.
270k
733k
@HannahFButcherhttp://bit.ly/2C744tX
“Your comments are
disgraceful and so
embarrassing for
you.”
- Laura Pearson-Smith
@HannahFButcherhttp://bit.ly/2CsYzl3
“Avoid staying at The
Reading Rooms in
Margate at ALL costs.
What a bunch of bitter,
childish b!tches..”
- Francesca
@HannahFButcherhttp://bit.ly/2EzGm7f
The brand
apologises
@HannahFButcherhttp://bit.ly/2C744tX
(to an extent).
@HannahFButcherhttp://bit.ly/2C744tX
They say they
have a lot to learn
@HannahFButcherhttp://bit.ly/2C744tX
(no sh!t).
@HannahFButcherhttp://bit.ly/2C744tX
Sadly I can’t show
their reply to you now.
They’ve deactivated
Twitter.
@HannahFButcherhttp://bit.ly/2C744tX
Brand Reputation
How easily can it be
damaged?
A food blogger tweets
about Byron on a visit
to Union Square in
Aberdeen.
@HannahFButcherhttp://bit.ly/2CHDMKJ
A food blogger in
tweets about
Byron on a visit to
Union Square in
Aberdeen.
Pretty normal
activity for a food
blogger?
@HannahFButcherhttp://bit.ly/2CHDMKJ
“Er r u the same champion
of the independents or just
another blogger with ur
nose in the trough of the
big guys??”
- Nick Nairn
@HannahFButcherhttp://bit.ly/2CHDMKJ
“Er r u the same
champion of the
independents or just
another blogger with ur
nose in the trough of the
big guys??”
- Nick Nairn
http://bit.ly/2CHDMKJ @HannahFButcher
(Burn.)
#BrightonSEO
“Er r u the same champion
of the independents or just
another blogger with ur
nose in the trough of the
big guys??”
- Nick Nairn
“Are you telling me you
never eat in a chain
restaurant?! 🤔”
- Claire Jessiman
@HannahFButcherhttp://bit.ly/2CHDMKJ
“Not if I can't help it. You
bang on about being the
friend of independents yet
you are constantly are
enthralled by chains.
Hypocrisy of the worst type.”
- Nick Nairn
@HannahFButcherhttp://bit.ly/2CHDMKJ
What happens
next?
@HannahFButcherhttp://bit.ly/2CHDMKJ
One of Claire’s
followers makes the
point that he works
for a chain hotel.
@HannahFButcherhttp://bit.ly/2CHDMKJ
He makes a reply
thread the following
day.
@HannahFButcherhttps://bit.ly/2uNFSK6
He apologises
@HannahFButcherhttps://bit.ly/2uNFSK6
(to an extent).
@HannahFButcherhttps://bit.ly/2uNFSK6
But only for his
tone, not the
sentiment.
@HannahFButcherhttps://bit.ly/2uNFSK6
He begins:
“Last night after a long
difficult day in Abdn and 3
½ hours on the a90…”
- Nick Nairn
@HannahFButcherhttps://bit.ly/2uNFSK6
http://bit.ly/2CHDMKJ @HannahFButcher
(Get the violins out.)
He adds:
“The moral – don’t tweet
when stressed, tired and
cross.”
- Nick Nairn
@HannahFButcherhttps://bit.ly/2uNFSK6
True, but…
#BrightonSEO @HannahFButcher
He still ends up
sounding like one
of these:
#BrightonSEO @HannahFButcher
#BrightonSEO @HannahFButcher
Do you need to know
about influencer
marketing?
Brand Reputation
Yes.@HannahFButcher#BrightonSEO
These stories are
proof of that.
@HannahFButcher#BrightonSEO
What happens when
you have a change of
heart?
Brand Reputation
What if the B&B
wanted to work
with influencers in
the future?
@HannahFButcher#BrightonSEO
What if the
restaurant
wanted a review
in the future?
@HannahFButcher#BrightonSEO
Oops.
@HannahFButcher#BrightonSEO
It’s not unreasonable to
think that influencers
could become MORE
influential over time.
@HannahFButcher#BrightonSEO
BBC Radio Scotland
Kitchen Cafe & Out for
The Weekend
Sainsbury's Magazine
Daily Record
Claire Jessiman does more than
write on her blog:
BBC Radio Scotland
Kitchen Cafe & Out for
The Weekend
Sainsbury's Magazine
Daily Record
Claire Jessiman does more than
write on her blog:
Are you on course to
alienate influencers?
Brand Reputation
Examples from
these stories:
@HannahFButcher#BrightonSEO
Ignorance
@HannahFButcher#BrightonSEO
Ignorance
Rudeness
@HannahFButcher#BrightonSEO
More examples:
@HannahFButcher#BrightonSEO
Mass mailing
@HannahFButcher#BrightonSEO
Mass mailing
Non responsive
@HannahFButcher#BrightonSEO
Mass mailing
Not responding“Unbelievable.”
“Just had a brand cancel a collaboration because
my new site, launched only 48hrs ago, doesn't yet
have a high DA ranking. How ruddy short sighted
and ignorant.”
- Hayley Hall
http://bit.ly/2BUttGW
@HannahFButcher
@HannahFButcher
Mass mailing
Non responsive
Single minded
@HannahFButcher#BrightonSEO
What can we
learn?
@HannahFButcher#BrightonSEO
How to:
Target
Influencers
@HannahFButcher#BrightonSEO
A good fit?
@HannahFButcher#BrightonSEO
Let them
come to you
@HannahFButcher#BrightonSEO
“We are TOTALLY
influencer friendly & often
wish we were approached
more by you lovely lot!”
- Pastille Leeds
@HannahFButcherhttps://bit.ly/2pHIjJ6
“The work you do is
invaluable to us & gets us
far better reach than any
‘conventional’ paid
advertising.”
- Pastille Leeds
@HannahFButcherhttps://bit.ly/2pHIjJ6
#BrightonSEO
Observe more
than metrics
@HannahFButcher#BrightonSEO
Check they’re
authentic
@HannahFButcher#BrightonSEO
How to:
Introduce
Yourself
@HannahFButcher#BrightonSEO
#BrightonSEO
Agency?
Social media
SEO
PR
#BrightonSEO
#BrightonSEO
How to:
Outline
Expectations
@HannahFButcher#BrightonSEO
Project
status?
@HannahFButcher#BrightonSEO
What’s
required?
@HannahFButcher#BrightonSEO
Be realistic
@HannahFButcher#BrightonSEO
Ask for
feedback
@HannahFButcher#BrightonSEO
Agree on
terms
@HannahFButcher#BrightonSEO
How to:
Make Things
Formal
@HannahFButcher#BrightonSEO
“I have worked with
the most AWFUL
brand for the last 6
months.”
- Vix Meldrew
@HannahFButcherhttps://bit.ly/2pFE9S2
“They have treated me
like absolute shit, have
had SO MUCH work from
me and are now
withholding payment.”
- Vix Meldrew
@HannahFButcherhttps://bit.ly/2pFE9S2
“Sure I could ruin them
on social media, but I
don’t want to sink to
that level.”
- Vix Meldrew
@HannahFButcherhttps://bit.ly/2pFE9S2
Make a
contract!
@HannahFButcher#BrightonSEO
Be clear on
payment terms
@HannahFButcher#BrightonSEO
Remember it’s
INCOME not just
client budget
@HannahFButcher#BrightonSEO
Don’t make a
habit of paying
influencers late
@HannahFButcher#BrightonSEO
Influencers
are savvy.
@HannahFButcher#BrightonSEO
@HannahFButcher#BrightonSEO
Now you
can be too.
Thank you
for listening!
@HannahFButcher#BrightonSEO
Hannah Butcher
Content	Camino
How	to	Win	Friends	&	Influence…
Influencers
@HannahFButcher
https://www.slideshare.net/HannahWarder

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