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How to Win Friends and Influence Influencers

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BrightonSEO - April 2018. A presentation by Hannah Butcher on how to make better relationships and collaborations when it comes to influencer marketing.

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How to Win Friends and Influence Influencers

  1. 1. Hannah Butcher Content Camino How to Win Friends & Influence… Influencers @HannahFButcher https://www.slideshare.net/HannahWarder
  2. 2. “Unbelievable.” http://bit.ly/2BUttGW @HannahFButcher
  3. 3. “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
  4. 4. Influencers are savvy. @HannahFButcher#BrightonSEO
  5. 5. Are you? @HannahFButcher#BrightonSEO
  6. 6. Brand Reputation @HannahFButcher#BrightonSEO
  7. 7. “A brand contacted me…” @HannahFButcher#BrightonSEO
  8. 8. “A brand contacted me…” Work in SEO? Work in PR? Work in social media? @HannahFButcher#BrightonSEO
  9. 9. “A brand contacted me…” Work in SEO? Work in PR? Work in social media? @HannahFButcher#BrightonSEO
  10. 10. “A brand contacted me…” Work in SEO? Work in PR? Work in social media? @HannahFButcher#BrightonSEO
  11. 11. It’s all the same when it comes to outreach. @HannahFButcher#BrightonSEO
  12. 12. Brand Reputation How easily can it be damaged?
  13. 13. Brand Reputation How easily can it be damaged?
  14. 14. An influencer pays to stay at a luxury B&B. Whilst there, she takes a selfie... @HannahFButcherhttp://bit.ly/2C744tX
  15. 15. She shares her photo on Instagram @HannahFButcherhttp://bit.ly/2C744tX
  16. 16. She tags brands of the clothes & accessories she’s wearing@HannahFButcherhttp://bit.ly/2C744tX
  17. 17. She also takes a photo of her breakfast @HannahFButcherhttp://bit.ly/2C744tX
  18. 18. … @HannahFButcherhttp://bit.ly/2C744tX
  19. 19. She’s then accused of for doing a photo shoot in the hotel without permission @HannahFButcherhttp://bit.ly/2C744tX Breaking the law
  20. 20. What happens next? @HannahFButcherhttp://bit.ly/2C744tX
  21. 21. The hotel publicly tweets about her. They get others to comment on her Instagram. @HannahFButcherhttp://bit.ly/2C744tX
  22. 22. The influencer, Estee, shares her experience with her followers. @HannahFButcherhttp://bit.ly/2C744tX
  23. 23. Her network is outraged. 270k 733k @HannahFButcherhttp://bit.ly/2C744tX
  24. 24. “Your comments are disgraceful and so embarrassing for you.” - Laura Pearson-Smith @HannahFButcherhttp://bit.ly/2CsYzl3
  25. 25. “Avoid staying at The Reading Rooms in Margate at ALL costs. What a bunch of bitter, childish b!tches..” - Francesca @HannahFButcherhttp://bit.ly/2EzGm7f
  26. 26. The brand apologises @HannahFButcherhttp://bit.ly/2C744tX
  27. 27. (to an extent). @HannahFButcherhttp://bit.ly/2C744tX
  28. 28. They say they have a lot to learn @HannahFButcherhttp://bit.ly/2C744tX
  29. 29. (no sh!t). @HannahFButcherhttp://bit.ly/2C744tX
  30. 30. Sadly I can’t show their reply to you now. They’ve deactivated Twitter. @HannahFButcherhttp://bit.ly/2C744tX
  31. 31. Brand Reputation How easily can it be damaged?
  32. 32. A food blogger tweets about Byron on a visit to Union Square in Aberdeen. @HannahFButcherhttp://bit.ly/2CHDMKJ
  33. 33. A food blogger in tweets about Byron on a visit to Union Square in Aberdeen.
  34. 34. Pretty normal activity for a food blogger? @HannahFButcherhttp://bit.ly/2CHDMKJ
  35. 35. “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
  36. 36. “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
  37. 37. “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
  38. 38. “Are you telling me you never eat in a chain restaurant?! 🤔” - Claire Jessiman @HannahFButcherhttp://bit.ly/2CHDMKJ
  39. 39. “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
  40. 40. What happens next? @HannahFButcherhttp://bit.ly/2CHDMKJ
  41. 41. One of Claire’s followers makes the point that he works for a chain hotel. @HannahFButcherhttp://bit.ly/2CHDMKJ
  42. 42. He makes a reply thread the following day. @HannahFButcherhttps://bit.ly/2uNFSK6
  43. 43. He apologises @HannahFButcherhttps://bit.ly/2uNFSK6
  44. 44. (to an extent). @HannahFButcherhttps://bit.ly/2uNFSK6
  45. 45. But only for his tone, not the sentiment. @HannahFButcherhttps://bit.ly/2uNFSK6
  46. 46. He begins: “Last night after a long difficult day in Abdn and 3 ½ hours on the a90…” - Nick Nairn @HannahFButcherhttps://bit.ly/2uNFSK6
  47. 47. http://bit.ly/2CHDMKJ @HannahFButcher (Get the violins out.)
  48. 48. He adds: “The moral – don’t tweet when stressed, tired and cross.” - Nick Nairn @HannahFButcherhttps://bit.ly/2uNFSK6
  49. 49. True, but… #BrightonSEO @HannahFButcher
  50. 50. He still ends up sounding like one of these: #BrightonSEO @HannahFButcher
  51. 51. #BrightonSEO @HannahFButcher
  52. 52. Do you need to know about influencer marketing? Brand Reputation
  53. 53. Yes.@HannahFButcher#BrightonSEO
  54. 54. These stories are proof of that. @HannahFButcher#BrightonSEO
  55. 55. What happens when you have a change of heart? Brand Reputation
  56. 56. What if the B&B wanted to work with influencers in the future? @HannahFButcher#BrightonSEO
  57. 57. What if the restaurant wanted a review in the future? @HannahFButcher#BrightonSEO
  58. 58. Oops. @HannahFButcher#BrightonSEO
  59. 59. It’s not unreasonable to think that influencers could become MORE influential over time. @HannahFButcher#BrightonSEO
  60. 60. BBC Radio Scotland Kitchen Cafe & Out for The Weekend Sainsbury's Magazine Daily Record Claire Jessiman does more than write on her blog:
  61. 61. BBC Radio Scotland Kitchen Cafe & Out for The Weekend Sainsbury's Magazine Daily Record Claire Jessiman does more than write on her blog:
  62. 62. Are you on course to alienate influencers? Brand Reputation
  63. 63. Examples from these stories: @HannahFButcher#BrightonSEO
  64. 64. Ignorance @HannahFButcher#BrightonSEO
  65. 65. Ignorance Rudeness @HannahFButcher#BrightonSEO
  66. 66. More examples: @HannahFButcher#BrightonSEO
  67. 67. Mass mailing @HannahFButcher#BrightonSEO
  68. 68. Mass mailing Non responsive @HannahFButcher#BrightonSEO
  69. 69. 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
  70. 70. Mass mailing Non responsive Single minded @HannahFButcher#BrightonSEO
  71. 71. What can we learn? @HannahFButcher#BrightonSEO
  72. 72. How to: Target Influencers @HannahFButcher#BrightonSEO
  73. 73. A good fit? @HannahFButcher#BrightonSEO
  74. 74. Let them come to you @HannahFButcher#BrightonSEO
  75. 75. “We are TOTALLY influencer friendly & often wish we were approached more by you lovely lot!” - Pastille Leeds @HannahFButcherhttps://bit.ly/2pHIjJ6
  76. 76. “The work you do is invaluable to us & gets us far better reach than any ‘conventional’ paid advertising.” - Pastille Leeds @HannahFButcherhttps://bit.ly/2pHIjJ6
  77. 77. #BrightonSEO
  78. 78. Observe more than metrics @HannahFButcher#BrightonSEO
  79. 79. Check they’re authentic @HannahFButcher#BrightonSEO
  80. 80. How to: Introduce Yourself @HannahFButcher#BrightonSEO
  81. 81. #BrightonSEO
  82. 82. Agency? Social media SEO PR #BrightonSEO
  83. 83. #BrightonSEO
  84. 84. How to: Outline Expectations @HannahFButcher#BrightonSEO
  85. 85. Project status? @HannahFButcher#BrightonSEO
  86. 86. What’s required? @HannahFButcher#BrightonSEO
  87. 87. Be realistic @HannahFButcher#BrightonSEO
  88. 88. Ask for feedback @HannahFButcher#BrightonSEO
  89. 89. Agree on terms @HannahFButcher#BrightonSEO
  90. 90. How to: Make Things Formal @HannahFButcher#BrightonSEO
  91. 91. “I have worked with the most AWFUL brand for the last 6 months.” - Vix Meldrew @HannahFButcherhttps://bit.ly/2pFE9S2
  92. 92. “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
  93. 93. “Sure I could ruin them on social media, but I don’t want to sink to that level.” - Vix Meldrew @HannahFButcherhttps://bit.ly/2pFE9S2
  94. 94. Make a contract! @HannahFButcher#BrightonSEO
  95. 95. Be clear on payment terms @HannahFButcher#BrightonSEO
  96. 96. Remember it’s INCOME not just client budget @HannahFButcher#BrightonSEO
  97. 97. Don’t make a habit of paying influencers late @HannahFButcher#BrightonSEO
  98. 98. Influencers are savvy. @HannahFButcher#BrightonSEO
  99. 99. @HannahFButcher#BrightonSEO Now you can be too.
  100. 100. Thank you for listening! @HannahFButcher#BrightonSEO
  101. 101. Hannah Butcher Content Camino How to Win Friends & Influence… Influencers @HannahFButcher https://www.slideshare.net/HannahWarder

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