8 Things You Can Ask Influencers To Do


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Whether you're already executing on an influencer strategy or are just getting started, optimizing influencer relationships will be key to a successful digital program.

Join TapInfluence and Jay Baer as we discuss types of influencers, relationship building, and real world influencer marketing examples.

Published in: Marketing

8 Things You Can Ask Influencers To Do

  1. 1. 8 THINGS INFLUENCERS CAN DO FOR YOU #8Ways2Influence@jaybaer @jenswartley
  2. 2. JAY BAER President, Convince & Convert @jaybaer JENNIFER SWARTLEY VP Strategy & Business Dev., TapInfluence @jenswartley
  3. 3. WHY INFLUENCERS Are Key to Your Business #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  4. 4. 92% of global consumers trust UGC and WOM more than advertising We Trust People, Not Logos Source: Nielsen #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  5. 5. And this is only going to get More Important RESOURCES #1 source of information for Millennials are “close friends” Source: The McCarthy Group, 2014 of Millennials do NOT like advertising84% #8Ways2Influence
  6. 6. 1500 Pieces of content are “due” to each Facebook user each time they log-in, on average Online Community Is a Noisy, Crowded Place Source: Facebook exec interview, 2013 #8Ways2Influence
  7. 7. People Help Us Filter Out the Noise I know Joanna’s a mom like me… So her product recommendations carry more weight #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  8. 8. Different People Depending on Topics I trust Gina from Skinnytaste for food… And her recipes become my shopping list #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  9. 9. WHO Are They and How Do I Find Them? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  11. 11. The people closest to you can have Tremendous Influence RESOURCES 41% of people believe employees are more trustworthy than a company CEO or PR department. Source: Edelman, 2013#8Ways2Influence
  12. 12. How Do You Find The Right Influencers? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  13. 13. The TapInfluence Marketplace Puts You in the Driver Seat #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  14. 14. The best possible scenario is to build relationships with influencers BEFORE you need them. #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  15. 15. WHAT Can I Do With Them? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  16. 16. 8 Things Influencers Can Do For You REACH RESONANCE #8Ways2Influence@jaybaer @jenswartley @tapinfluence The Megaphone The CreativeThe ConnectorThe Face The Reporter The Designer The DefenderThe Neighbor LOW TOUCH HIGH TOUCH
  17. 17. 1. The Megaphone: Spread the Word to Their Audience James Sandora Kohler, Director - Global Digital Strategy AdAge July 14, 2014 It generated significantly more engagement than any other content we created #8Ways2Influence
  18. 18. 2. The Reporter: On the Ground At Your Event #8Ways2Influence
  19. 19. 3. The Face: Spokesperson With An Audience to Activate #8Ways2Influence
  20. 20. 4. The Connector: Introduce You on a New Social Platform #8Ways2Influence
  21. 21. 5. The Creative: Produce Content with Context #8Ways2Influence
  22. 22. 5. The Creative: Produce Content with Context #8Ways2Influence
  23. 23. 6. The Designer: Create New Products People Want #8Ways2Influence
  24. 24. 7. The Neighbor: Spark Conversation in Your Community #8Ways2Influence
  25. 25. 8. The Defender: Crisis Management Amplified Rick Wion McDonald’s, Director of Social Media These are our key customers. These are key influencers for our brand. We need to make sure we’re working with them. #8Ways2Influence
  26. 26. Before you approach influencers to get involved, understand what they really care about: #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  27. 27. AUDIENCE & AUTHORITY #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  28. 28. Very few influencers are in it for the money directly, they are motivated by opportunities and visibility. #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  29. 29. Don’t ask how influencers can help your brand, ask how your brand can help influencers. #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  30. 30. Three key ingredients in a successful influencer pitch: #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  31. 31. BENEFITS SPECIFICS DEADLINES #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  32. 32. Hi Natalie – First off…the ladies at XXXX wanted to send some love for your style blog…we may or may not use it for inspiration sometimes! Just to introduce you to who we are: XXXX is a beach lifestyle boutique from xxxx, California. Although we do carry the larger surf brands, we like to keep the focus on more up-and-coming contemporary brands. We think our fans would really resonate with your style (especially now that you’ve become part of the Volcom community), and would love to work with you on a curated collection, sweepstakes, or maybe just sending over some product from the site. Xxxx has a large following, so it could be a great opportunity to gain some exposure on both sites. Anyway, let me know what you think, or if you have any ideas/questions/etc. Or if you’d rather, we’d love to send you some apparel from the site – just let us know what resonates with your style. Thanks for your time! <name>
  33. 33. Hi Natalie. I absolutely love your blog, especially the <insert specific thing>. I’ve got a limited opportunity for style bloggers that I’d like to run past you please. I’m <name>, the Community Manager for XXX, an online beach lifestyle boutique. We’ve been around for 10 years, and have an email list of more than one million customers. We carry the big brands like xxx of course, but also up-and-comers like xxx. Our team at xxx has selected our 9 favorite style bloggers, and of course you made the list. We’d like to send you 3 outfits from our Fall collection. Then after you’ve had a chance to check them out, we’d like to interview you on Skype about which one you like best and why, and then include that video on our Facebook page, where we have 61,000+ fans. It’s a great way to introduce a bunch of new people to <blog name>. We’d like to get the clothes out to you tomorrow, and schedule the video interview on <10 days away>. Can I get your mailing address today please? Also, please let me know if you don’t want to be a part of this program. Thanks! I look forward to working with you. <name> xxxx.com Facebook.com/xxxx
  34. 34. HOW Do I Measure If It Works? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  35. 35. The goal isn’t to be good at social; the goal is to be good at business because of social #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  36. 36. Wherever possible, measure behavior, not aggregation #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  37. 37. Metrics Ladder Up to Business Objectives Awareness Consideration Preference Purchase Loyalty Reach Clicks Sharing Clicks to e-commerce Sharing Views Votes Likes / Follow Conversions to sale Referrals Content Views Data Capture Coupons/ Exclusive Offers User-generated content Brand Study Social Listening Tracking tags Comments Brand Study #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  38. 38. Data Points to Make Decisions #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  39. 39. Influencer Leaderboards determine who to build relationships with Content Engagement provides insights into what resonates with your audience Social Sharing can help you understand where your audience is and what’s worth sharing Using Data to Optimize Performance #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  40. 40. QUESTIONS? #8Ways2Influence@jaybaer @jenswartley
  41. 41. #8Ways2Influence@tapinfluence
  42. 42. Black Box Wine: 50 Bloggers 60 Days Blogs, Facebook, Twitter, Instagram, Pinterest “Always On” Social Content Hub #8Ways2Influence
  43. 43. Results Reach 2.3M Views 73k Engagement 5k+ $246,361 TMV 348% ROI #8Ways2Influence
  44. 44. Results. Part Two. 31% Overall pages viewed per visit increased 31% over the same period last year. 56% Overall time on site increased by 56% over the same period one year before. 44% Increase in "share of voice" in June (due to the number of mentions of BBX in blog posts) 223% Increase in positive mentions of BBX. #8Ways2Influence Source: Google Analytics Source: Radian6
  45. 45. THANK YOU #8Ways2Influence@jaybaer @jenswartley