formerlyWebinar: Engaging With Online Influencers        Presenter: Holly Hamann, co-founder, TapInfluence                ...
About Your Presenter          Holly Hamann     holly@tapinfluence.com         @HollyHamann        Co-founder, TapInfluence...
What is TapInfluence?                        #TapInfluence
Current Clients                  #TapInfluence
The New Influencer                     #TapInfluence
Customers Follow Her                       #TapInfluence
What do influencers have that brands don’t?                                     #TapInfluence
What is Influencer Marketing?Partnering with influencers who help create and share peer-trusted content.                  ...
Partnerships With Influencers Are Key• Helps reach more target consumers• Creates trust• Provides relevant consumer conten...
What do influencers want?                            #TapInfluence
We asked 65,000 of them                          #TapInfluence
We Wanted to Know• What does the ideal brand partnership look like?• Which product category campaigns are most desirable?•...
Survey Demographics                      #TapInfluence
Survey Demographics                  73% of all bloggers                  surveyed have children                  (under 1...
Core Influencer Categories                                                 Top “Other” categories:                        ...
Mobile UseTime spent PER DAY engaged in social media from mobile phone                                                    ...
Hours per week spent engaged with other blogs                                   Bloggers who spend 6 or more              ...
Influence is about engagement                                #TapInfluence
Not always about traffic…                            #TapInfluence
Influencers favor brand-sponsored social media              and blog campaigns!       93% have purchased a product based o...
What bloggers want in a brand relationship                90% of bloggers surveyed were somewhat or                very in...
Most popular brand categories (view 1)                                   #TapInfluence
What’s TRUST got to do with it?• 70% of influencers trust a brand more when that brand is  promoted or recommended by some...
How brands are reaching out to bloggers                      58% of bloggers have never been                     approache...
Effectiveness of brand pitches  Number of brand pitched received by bloggers each year                            • Nearly...
Elements of a good pitch•   Personal•   Targeted•   Relevant•   Compensation•   Clear•   Organized•   Concise             ...
What product category campaigns were accepted?                                       #TapInfluence
Reasons for negative experiences                         12% of bloggers had a negative                         experience...
Brands creating successful partnerships                                   #TapInfluence
Just like any perfect relationship…                                  #TapInfluence
Influencers want:                    #TapInfluence
Brands want:               #TapInfluence
How do you get it?     What bloggers want                                                 How to get itCommitment         ...
4 Key components to successIdentify: BlogFrog         Distribute: Integrates with top socialconnects brands to a       pla...
Case Study – ABC News                        #TapInfluence
Case StudyABC News and the United Nations Foundation wanted to connect millions of moms in the USwith moms in developing c...
Questions?• Post questions on twitter using #TapInfluence or in the Chat  Screen of GotoWebinar• Contact us for a demo!• R...
Thank You!      Holly Hamann Co-founder, TapInfluence holly@tapinfluence.com                            #TapInfluence
Upcoming SlideShare
Loading in …5
×

TapInfluence Webinar: Engaging with Online Influencers

1,274 views

Published on

TapInfluence Co-founder Holly Hamann presents Webinar: Engaging with Online Influencers

Published in: Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,274
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
40
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

TapInfluence Webinar: Engaging with Online Influencers

  1. 1. formerlyWebinar: Engaging With Online Influencers Presenter: Holly Hamann, co-founder, TapInfluence #TapInfluence
  2. 2. About Your Presenter Holly Hamann holly@tapinfluence.com @HollyHamann Co-founder, TapInfluence Sixth tech start-up 18 years in digital marketingMathematics and Computer Science Degree Blogger – www.LoveandMath.com Frequent speaker on social marketing #TapInfluence
  3. 3. What is TapInfluence? #TapInfluence
  4. 4. Current Clients #TapInfluence
  5. 5. The New Influencer #TapInfluence
  6. 6. Customers Follow Her #TapInfluence
  7. 7. What do influencers have that brands don’t? #TapInfluence
  8. 8. What is Influencer Marketing?Partnering with influencers who help create and share peer-trusted content. #TapInfluence
  9. 9. Partnerships With Influencers Are Key• Helps reach more target consumers• Creates trust• Provides relevant consumer content• Helps create highly engaging, authentic content (video and mobile, blog posts)• Scalable• Creates powerful earned media• Effective supplement (or alternative) to banner advertising #TapInfluence
  10. 10. What do influencers want? #TapInfluence
  11. 11. We asked 65,000 of them #TapInfluence
  12. 12. We Wanted to Know• What does the ideal brand partnership look like?• Which product category campaigns are most desirable?• How does trust and social good influence partnership choices?• How is influence measured?• How effective are brands at connecting, pitching, and compensating bloggers?• Which brands are the most successful at forming influencer partnerships? #TapInfluence
  13. 13. Survey Demographics #TapInfluence
  14. 14. Survey Demographics 73% of all bloggers surveyed have children (under 18) living at home. #TapInfluence
  15. 15. Core Influencer Categories Top “Other” categories: • Personal • Beauty • Books • Faith/ReligionThis is where thousands of untapped powerful niche communities live. #TapInfluence
  16. 16. Mobile UseTime spent PER DAY engaged in social media from mobile phone #TapInfluence
  17. 17. Hours per week spent engaged with other blogs Bloggers who spend 6 or more hours per week commenting on other blog communities show a correlated increase in revenue. Hours per week #TapInfluence
  18. 18. Influence is about engagement #TapInfluence
  19. 19. Not always about traffic… #TapInfluence
  20. 20. Influencers favor brand-sponsored social media and blog campaigns! 93% have purchased a product based on information they found on a blog or online community. • 60% respected brands who wanted to interact with bloggers, thought campaigns were fun, validated their blogs, or thought they were great opportunities to earn revenue. • Less than 2% disliked brand-sponsored social media or blog campaigns. #TapInfluence
  21. 21. What bloggers want in a brand relationship 90% of bloggers surveyed were somewhat or very interested in working with brands, provided they were compensated. #TapInfluence
  22. 22. Most popular brand categories (view 1) #TapInfluence
  23. 23. What’s TRUST got to do with it?• 70% of influencers trust a brand more when that brand is promoted or recommended by someone they know from a blog or social media• 56% of influencers trust a brand more when a campaign includes an element of “social good” (raising money or awareness for a non-profit or social cause). #TapInfluence
  24. 24. How brands are reaching out to bloggers 58% of bloggers have never been approached by a brand to work on a campaign #TapInfluence
  25. 25. Effectiveness of brand pitches Number of brand pitched received by bloggers each year • Nearly 2/3 of bloggers reject at least half of the • Nearly 2/3 of bloggers reject at least half of the brand brand pitches they receive. pitches they receive. • 87%87% said personal feelingsabout a brand influences • said personal feelings about a brand influences whether they will work brand. whether they will work with that with that brand. #TapInfluence
  26. 26. Elements of a good pitch• Personal• Targeted• Relevant• Compensation• Clear• Organized• Concise #TapInfluence
  27. 27. What product category campaigns were accepted? #TapInfluence
  28. 28. Reasons for negative experiences 12% of bloggers had a negative experience working on a brand campaign. #TapInfluence
  29. 29. Brands creating successful partnerships #TapInfluence
  30. 30. Just like any perfect relationship… #TapInfluence
  31. 31. Influencers want: #TapInfluence
  32. 32. Brands want: #TapInfluence
  33. 33. How do you get it? What bloggers want How to get itCommitment Engage bloggers for multiple campaigns to create relationships you can rely on for years.Partnership Products and trends evolve over time. Take the time to ask bloggers about your brand and product. Then listen.Respect Be as professional as you would with any business colleague.Compensation Asking bloggers to work for free is short-sighted. Create powerful partnerships by providing mutual benefit and compensation.Clarity Be clear about campaign scope (amount of work required, deadlines, compensation, non- competes, etc). Make it easy to say yes or no.To champion valuable products Provide a high-quality product that is appropriately targeted (i.e. don’t ask a diabetic blogger to write about your chocolate bar). Photo source: Warner Bros.Social engagement Follow bloggers on Twitter and Facebook, join their community discussions, comment on their blogs, get to know them.Balance Create campaigns that accommodate family-oriented lifestyles. #TapInfluence
  34. 34. 4 Key components to successIdentify: BlogFrog Distribute: Integrates with top socialconnects brands to a platforms and enables conversationsnetwork of more than and buzz to be instantly distributed100,000 social media and amplified across the web and oninfluencers based on a brand’s existing digital assetstopic, vertical (websites, Facebook, etc.). Bymarket, demographic, soc tapping influencers who are alignedial influence, and with a brand’s products andconsumer reach. values, digital content scales faster and wider among consumers that genuinely care about the topic.Activate: Brands thenmobilize key influencers Measure: Brand marketers can trackto create powerful and monitor thebranded content based creation, distribution, reach andon topic, vertical engagement of all influencermarket, and reach, to content, regardless of socialengage with millions of platform. Brands can accesstarget consumers. performance metrics that track how consumers interact with and spread social content. #TapInfluence
  35. 35. Case Study – ABC News #TapInfluence
  36. 36. Case StudyABC News and the United Nations Foundation wanted to connect millions of moms in the USwith moms in developing countries to drive awareness and action around issues affecting momsand babies everywhere.They leveraged BlogFrog’s influencer marketing platform to identify and engage over 800influencers around the world who created brand-hosted content that was distributed on ABCNews and UNF digital assets as well as on their blogs, Facebook, and Twitter. The programeven sparked a rally on Times Square which was covered by Good Morning America. Results included: 800+ influencers Facebook, Twitter, Blogs, Video, Mobile, International 15.3 million blog readers reached 31.2 million total social media impressions #TapInfluence
  37. 37. Questions?• Post questions on twitter using #TapInfluence or in the Chat Screen of GotoWebinar• Contact us for a demo!• Register for our next webinar, November 7th at 11am MST. Best Practices in Influencer Marketing, How Udi’s Created a Gluten- Free Community• www.tapinfluence.com #TapInfluence
  38. 38. Thank You! Holly Hamann Co-founder, TapInfluence holly@tapinfluence.com #TapInfluence

×