STEP UP YOUR INFLUENCE
MOVING FROM GOOD TO GREAT INFLUENCER MARKETING
Social Marketing Manager
Lori leads social media strategy for WhiteWave
Foods to support its’ brand objectives and drive
consumer focused growth. Integrated planning to
deliver innovative, relevant and high performing
social content, marketing programs, and
TapInﬂuence is focused on one thing – making it easier for marketers to connect with their
consumers in meaningful, authentic ways. Our platform is a marketplace of inﬂuential content
creators, workﬂow software, and social analytics – all in one.
Customer Success Manager
Keely has been assisting brands with inﬂuencer
marketing eﬀorts as a Customer Success Manager at
TapInﬂuence for over two years. She loves working
with talented inﬂuencers - from bloggers to Pinterest
pros to Twitter aﬁcionados across a variety of
industries - to create engaging content that tells the
brand's bigger stories.
doesn’t need to be complicated
in order to be convincing”.
Your Path to Success
All the time
Establish a “proof of concept,”
reinforced by visible results, that
sets the foundation for your social
WhiteWave started with its International Delight line of ﬂavored coﬀee
creamers, building a campaign around the core value of the product –
what a delicious creamer added to the coﬀee experience.
Who better to talk about the coﬀee experience
than…people who drink coﬀee?
The emphasis was on blog posts and the
topics were casual – stories about having
coﬀee with friends.
Blogs were the focus of this initial campaign,
with further reach enabled on Facebook and
What to Think About When
Inﬂuencers have a social media reach you can measure: a
number of followers, connections or subscribers. But there are
particular considerations that should match the unique
requirements of your program and your brand.
Apply a more sophisticated
approach to the essentials –
inﬂuencer selection, content
strategy, platform reach – to
develop campaigns that deepen
therefore the sales,
A Variety of Inﬂuencers
WhiteWave looked to a diverse group of
inﬂuencers with several types of content across
Useful, Relevant Content
Crafts and activities, videos and
pictures, seasonal themes, recipes,
More People, More Channels
The ﬁrst time out, WhiteWave engaged around 30 – 40 bloggers.
Now they reached out to 100 – 120 bloggers who spread their
content, not just on Facebook and Twitter, but also on Pinterest,
Instagram, YouTube and Google+.
What constitutes great content.
Great content isn’t an accident; it comes by deliberately seeking
the intersection of three equally important elements:
Audience needs wants desires, the inﬂuencers point-of-view, and
your brand story.
From Campaign to Continuity
With Silk, WhiteWave pushed past intermittent campaigns into
an “always on” approach that builds and sustains brand
inﬂuence over time.
Inﬂuencer marketing no longer
merely complements traditional
marketing, but becomes an
integrated part of an overall
Segmented Inﬂuencer Types
To leverage its partners’ greatest strengths, WhiteWave
organized them into two general categories: Premium
Content Creators responsible for creating high-quality,
share-worthy content such as photos, recipes, crafts,
stories, etc.; and Buzz Builders and Brand Advocates who
would share and amplify the premium content through
Tweets, pins, status updates, comments and more.
Targeted, Structured Content
Silk’s content strategy has been organized into brand-
and audience-relevant categories and scheduled across a
calendar articulating daily/weekly, monthly, and quarterly
What to Track and Measure.
The real key to metrics? Making sure they’re aligned to what really matters:
customer behavior. No one number provides suﬃcient insight. Instead, metrics
should be tracked within categories that reﬂect the consumer’s decision journey:
awareness, consideration, preference, purchase, and loyalty.
In less than two months, Silk’s team of 25 Premium Content Creators made posts,
images, videos, recipes and more that reached an audience of 5 million, with
nearly 400,000 actual views, close to 28,000 Pinterest pins, thousands of
through-traﬃc clicks, and hundreds of shares to other social media forums such
as Google+, Facebook and Twitter.