A quick run through some of the issues to consider when working with influencers. This presentation was for the food and drink industry but is applicable to all industries.

1. Working with online
influencers and foodies to
grow your business

2. • The Tomorrow Lab
• Formerly Durham CCC &
UTV Media
• Eximo Sports Project
• Irish Tech News
• MSc Marketing
@andijarvis @thetomorrowlab

3. The Tomorrow Lab
@andijarvis @thetomorrowlab

4. What is an influencer?
• Someone who is well connected online and is
seen as an influential person in a certain
industry.
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5. What is an influencer?
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Source: http://www.traackr.com/faces-of-influence

6. What is an influencer?
ANYONE
@andijarvis @thetomorrowlab

7. What is an influencer?
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8. Research!
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9. Research!
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10. Research!
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• BIG following does not mean BIG reach
• BIG following does not mean BIG engagement
• BIG following almost always means BIG cost

11. Research!
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12. Reach out with outreach
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• Influencers are human
• You are human
• Let’s be human about this
• Stalk – Interact – Engage

13. Reach out with outreach
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The good

14. Reach out with outreach
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The good

15. Reach out with outreach
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The bad

16. Reach out with outreach
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The bad

17. Be realistic
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18. Be realistic
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• This is a business transaction, treat it as one
• Don’t ask for the world and offer nothing in
return
• Bloggers talk – they have an awareness of the
value they carry
• But do have limits

19. Trust your product
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20. Trust your product
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• Don’t try and influence editorial
• If it’s good, they will say it’s good
• If it’s bad, they’re often constructive
• If it’s awful, they usually don’t write anything

21. Build ambassadors
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“The chance to work with a brand over a few
months rather than just a one off felt more
authentic and more exciting”
• One offs work
• But partnerships can drive better value

22. Measure
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23. Conclusion
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• Influencers are not miracle workers
• It’s not an “on the cheap” marketing strategy
• Planning, research and measurement are vital

24. Conclusion
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25. @andijarvis
@thetomorrowlab