Influencer Marketing Success: How to Effectively Connect with Social Media Influencers to Build Buzz
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Presented at IBPA Publishing University 2018 in Austin, TX. Tips, tricks, and best practices for connecting with influencers to build buzz for your book or product release.
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Influencer Marketing Success: How to Effectively Connect with Social Media Influencers to Build Buzz
- 1. Influencer Marketing Success: How to Effectively Connect with Social Media Influencers to Build Buzz Corrin Foster, Greenleaf Book Group Class Time: 2:30 PM – 3:30 PM WIFI Network: SCI (no password needed)
- 2. Influencer Marketing Success • What is it? • Why do it? • Earned vs. Paid • Identifying Influencers • Connecting with Influencers • Measuring Results • Disclosure • Remember… IBPA 2018
- 3. Why listen to me? IBPA 2018
- 4. What is it? Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to a larger market. Rather than marketing directly to a large group of consumers, you instead inspire/hire/pay influencers to get the word out for you. Source: TapInfluence IBPA 2018
- 5. IBPA 2018 Source: Titan Growth
- 6. What is it? • Sponsored content • Blog post • Instagram post • Tweets • Podcast • Video review • Goodreads review • Amazon review IBPA 2018
- 7. Why do it? • 92% of consumers trust an influencer more than an advertisement (Forbes) • Returns $6.85 in earned media value for every $1 of paid media (Ad Week) • Social proof • Breadcrumbs • #Content #HumbleBrag IBPA 2018
- 8. IBPA 2018 Source: New York Times Source: Huffington Post Source: Publishers Weekly
- 9. Earned • No guarantees • Honest review IBPA 2018
- 10. Earned IBPA 2018
- 11. Earned IBPA 2018
- 12. Paid • Guaranteed content • Honest review • Hashtag • Tagging • Buy link • Website link • Photos • Video • Social shares IBPA 2018
- 13. Identifying Influencers • Research • Activity o Consistent o Relevant • Followers • Engagement • Don’t overlook micro influencers! • Tools (Maybe?) • SocialBlade • Twitter Audit • Hashtracking • Instinct IBPA 2018
- 14. Connecting With Influencers • Follow • Outreach • Pleasant • Personalized • Researched • Defined • Budget • Lead Time • Follow-up • Proof • Amplification • Future opportunities • Be gracious! IBPA 2018
- 15. Measuring Results • Short Term • Reviews • Amazon Category Rank • Website Traffic • Platform Growth • Long Term • Book Sales • Name Recognition IBPA 2018
- 16. IBPA 2018
- 17. Disclosure • Did you give the influencer something? • A book? A gift card? A check? • Then they must disclose. IBPA 2018
- 19. Disclosure • Earned: When posting your review, please disclose that you were provided with a free copy of the book. • Paid: Please include the following language at the top of your blog post and mark all social shares #sponsored. This post is sponsored by Author McAuthor. All opinions are my own. IBPA 2018
- 20. Disclosure • Good Disclosure • #ad • #sponsored • “Thanks to the author/publisher for a copy of the book!” • “Thanks to the author/publisher for sponsoring this post!” • Bad Disclosure • #partner • #NAMEPartner • 🤐 IBPA 2018
- 24. Remember… • Set goals • Manage expectations • Be thoughtful • Approach as a partnership • Light touch • Reciprocate • Insist on disclosure IBPA 2018
- 25. Ideas thrive
Editor's Notes
- I could talk about influencer marketing all day, but we’re going to hit the highlights in our hour together.
- First, let me tell you a little about me. Director of Marketing for Greenleaf Book Group Regularly coordinate influencer and ARC seeding campaigns for authors across genres Also a retired blogger and social media influencer From 2002 – 2014 I maintained a lifestyle blog and partnered with brands such as Target, GAP, Chevrolet, and Disney to market their products through my online influence I was paid handsomely for some of those sponsorships, and made more money blogging than at my first full-time post-grad job Where I really benefitted was growing my knowledge along with influencer marketing – when I first started, disclosure wasn’t a thing. Now it’s a BIG thing which we’ll talk more about.
- Influencer marketing can straddle earned and paid media. Earned (Publicity) Mentions Shares Editorial Reviews Paid (Marketing) Sponsored content
- So you may still be asking yourself “What is it?” It’s… Sponsored content = the influencer received something in exchange for the content they’re creating Book Gift card Cash You can hire agencies to execute influencer marketing campaigns. Those campaigns are going to start around $25,000. That’s not in most of my author’s budgets (though we have executed those campaigns) so we’re going to talk DIY.
- ROI – because followers have value Breadcrumbs – bits and pieces that lead readers back to your book page or website
- This is not a trend. This is how marketers connect with potential customers.
- You get what you get and you don’t throw a fit
- You get what you get and you don’t throw a fit
- Whether you realize it or not, you’re probably already doing this!
- When you pay, you can add requirements LIGHT TOUCH But remember that you’re connecting with this influencer because they know how to engage their audience, so don’t make too many request. Let them do what they do best. Notice I didn’t say a POSITIVE review You’re paying for access to their audience, you’re not paying for a positive review. That said, most influencers won’t take your money and post a bad review.
- Research Influencers Subjective – influence ain’t nothin’ but a number Tools Social Blade – Grades user’s social networks and gives snapshot of activity Twitter Audit – How many followers are real? Hashtracking – Impression and reach of specific hashtags on Twitter and Instagram Instinct Is this an influencer you want representing your brand? Can you envision long-term partnerships with this influencer?
- You may be wondering why book sales is a long term goal. I’ve coordinated influencer for many authors and brands. None have resulted in an instant spike in sales. What they have resulted in are reviews. Reviews which provide social clout and lead to sales. Sales that then turn into more reviews.
- I feel very passionately about disclosure so my recommendations are probably going to be more stringent than most. Did you give the influencer something? Then they must disclose. And the onus is on YOU to request disclosure.
- I feel very passionately about disclosure so my recommendations are probably going to be more stringent than most. Did you give the influencer something? Then they must disclose. And the onus is on YOU to request disclosure.
- Google FTC Disclosure Guidelines The first 3 results will give you all the context and information that you need to know
- I feel very passionately about disclosure so my recommendations are probably going to be more stringent than most. Did you give the influencer something? Then they must disclose. And the onus is on YOU to request disclosure.