Influencer Marketing: 6 Steps to Gaining the Attention                    of Top Brands                      @juliacantor  ...
Hi! I’m Julia.Follow me!@juliacantor                @juliacantor #DigATL
Agenda•  What is influencer marketing?•  What are brands looking for?•  Great campaigns•  Six things you can do NOW •  Ques...
What isinfluencer social influence marketing?     What ismarketing?
Influencers drive action•  Social influence marketing focuses    on key individuals who have the    potential to shape the g...
Influencers have a network of trust•  Brands have the opportunity to  drive conversation, tap into a  network of trust, act...
Marketers invest in influencersWhat’s in it for the influencers?•  Unique experiences•  Revenue•  Free products•  “Fame”… an...
What are brands looking for in social influence marketing?         What is influencers?
Reach, Relevance, Resonance, and Relationship to the Brand•  REACH – network size                    REACH      RELEVANCE•...
How do brands find influencers?1.  Influencer Identification Tools2.  Influencer Networks3.  Self-Identification4.  Organic Rese...
Great campaigns influence marketing?         What is social
Kotex: Women’s Inspiration Day1   2               3                                      #digatl                          ...
Food Lion: New Brand Strategy Roll-out•  Identified influencers in small market  areas where Food Lion stores were  refreshe...
Food Lion: New Brand Strategy Roll-out•  RESULTS •  From the 20 Influencers… •  90 posts on blogs, Twitter and   Facebook  ...
6 Things you can do  now to gain the           What is social influence marketing?  attention of top      brands
Think about what brands are looking for…1)  Expand reach online2)  Expand reach offline3)  Increase relevance to brands4) ...
Expand reach onlineTIPS:•  Be consistent •  Cross-promote to relevant audiences•  Engage in a meaningful way              ...
Expand reach online@socialdivo                                       #digatl                                    @juliacant...
Expand reach offlineTIPS:•  Grow your network at face-to-face events•  Research opportunities to network•  Develop your el...
Expand reach offline                          #digatl                       @juliacantor             @juliacantor #DigATL20
Expand reach offline                          #digatl                       @juliacantor             @juliacantor #DigATL21
Increase relevance to brandsTIPS:                                                                        Carrots ‘N’ Cake•...
Increase relevance to brands      Don’t underestimate your           “About Me” page      Or your social biographies      ...
Increase relevance to brands                              #digatl                           @juliacantor                 @...
Increase resonance through engagementTIPS:•  Respond to those who comment on your  posts•  Follow hashtags during tweetups...
Increase resonance through engagement#Foodiechats                  #Fitfluential                                           ...
Increase resonance through engagement                           “Invite”                           people to              ...
Build strong relationships with brandsTIPS:•  Reach out to brands•  Maintain communication with brands•  Consider online a...
Build strong relationships with influencer networks                                                  #digatl               ...
Key takeaways•  Brands are investing in influencer marketing•  You have the power to become an influencer or expand your infl...
Thank you!      What is social influence marketing?
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Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands

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Digital and social marketing has flipped traditional marketing on its head. Today, everyday people with serious passions for their interests are those with the most power. With their authenticity and credibility, they garner attention of consumers, which is very valuable to brands.

Even with a closer eye on the relationships between blogger and brand, many content creators have partnered with brands to receive free trips and high value items in exchange for exposure.

How can you be included in these campaigns? This presentation covers six things social influencers can do to get the attention of brands.

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  • I’m playing the role of a brand and teaching you influencers how to think like us. That way, you can be a part of our campaigns!All you have to do to be a top influencer is gain attention of top brands. We’re going to talk about how you can do that.
  • It takes 10% of a population to convince a majority to adopt the same belief. (Rensselear Polytechnic Institute Study)People trust their partner, friends, and coworkers more than they trust manufacturers, retailers and advertisers.(Nielsen, Henley Centre Study)
  • Brand Strategy Roll-out: Phases I & IIWe activated 10 social influencers in each phase (20 total). We provided them a gift, encouraged them to visit the stores, create a recipe with products they purchased, and write a review of the newly renovated locations. Additionally, they raffled a giveaway gift card for their readers.Kitchen Makeover Contest OutreachFor Kitchen Makeover Contest, we reached back out to the 10 phase I influencers, asking them to write about their dream kitchen and inform readers about the Food Lion sweepstakes (including links to the Facebook page).
  • Brand Strategy Roll-out: Phases I & IIWe activated 10 social influencers in each phase (20 total). We provided them a gift, encouraged them to visit the stores, create a recipe with products they purchased, and write a review of the newly renovated locations. Additionally, they raffled a giveaway gift card for their readers.Kitchen Makeover Contest OutreachFor Kitchen Makeover Contest, we reached back out to the 10 phase I influencers, asking them to write about their dream kitchen and inform readers about the Food Lion sweepstakes (including links to the Facebook page).
  • Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
  • Grow your visitors, followers, viewers, subscribers, fans, circles and connections using online strategies.Tips:Be consistentPosting scheduleVoice and toneSubject matterCross promote across social networks to relevant audiencesShare blog posts on Twitter, Facebook, LinkedIn, Pinterest, Google +Share Instagram photos on Twitter and FacebookEngage in a meaningful wayAdd opinions and insightFind likeminded people Participate in conversation
  • Grow your visitors, followers, viewers, subscribers, fans, circles and connections using online strategies.Tips:Be consistentPosting scheduleVoice and toneSubject matterCross promote across social networks to relevant audiencesShare blog posts on Twitter, Facebook, LinkedIn, Pinterest, Google +Share Instagram photos on Twitter and FacebookEngage in a meaningful wayAdd opinions and insightFind likeminded people Participate in conversation
  • Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
  • Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
  • Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
  • Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
  • Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
  • Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
  • Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
  • Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
  • Expand reach onlineExpand reach offlineIncrease your relevance to the brands you want to work withIncrease resonance through online engagementBuild strong relationships with brandsBuild strong relationships with influencer networks
  • All Rapha employees are active cyclists and most ride to work every day. A passion for road racing is at the heart of our company culture and is supported by regular company rides, sportive trips and racing.ServiceWe aim to make buying Rapha products as easy and convenient as possible. We also back up our products with long lasting guarantees and the very highest standards of after sales service. Rapha is more than just an online retailer and we aim to foster long lasting relationships with other road riders as passionate as ourselves. It is for this reason that the Rapha customer service team consults regularly with customers about products, rides and the latest developments in pro racing.
  • They’ll be your “Agent”
  • They’ll be your “Agent”
  • Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands

    1. 1. Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands @juliacantor Influencer Marketing:6 Steps to Gaining the Attention of Top Brands @juliacantor #digATL
    2. 2. Hi! I’m Julia.Follow me!@juliacantor @juliacantor #DigATL
    3. 3. Agenda•  What is influencer marketing?•  What are brands looking for?•  Great campaigns•  Six things you can do NOW •  Questions/Answers #digatl @juliacantor @juliacantor #DigATL 3
    4. 4. What isinfluencer social influence marketing? What ismarketing?
    5. 5. Influencers drive action•  Social influence marketing focuses on key individuals who have the potential to shape the greater population’s awareness, actions, and purchase decisions.•  Today, everyone can be a content producer, so everyone has the ability to change a brand’s reputation. #digatl @juliacantor @juliacantor #DigATL 5
    6. 6. Influencers have a network of trust•  Brands have the opportunity to drive conversation, tap into a network of trust, activate brand advocates to generate rich meaningful content, create online buzz around brands and products, drive traffic and sales by cultivating relationships with social influencers. #digatl 90% of people trust recommendations from people they know. (Nielsen) @juliacantor @juliacantor #DigATL 6
    7. 7. Marketers invest in influencersWhat’s in it for the influencers?•  Unique experiences•  Revenue•  Free products•  “Fame”… and maybe even dog treats, a freewasher/dryer or a trip to Disney World(just to name a few) #digatl @juliacantor @juliacantor #DigATL 7
    8. 8. What are brands looking for in social influence marketing? What is influencers?
    9. 9. Reach, Relevance, Resonance, and Relationship to the Brand•  REACH – network size REACH RELEVANCE•  RELEVANCE – topic areas•  RESONANCE - engagement RESONANCE RELATIONSHIP•  RELATIONSHIP – brand connection #digatl @juliacantor @juliacantor #DigATL 9
    10. 10. How do brands find influencers?1.  Influencer Identification Tools2.  Influencer Networks3.  Self-Identification4.  Organic Research #digatl @juliacantor @juliacantor #DigATL
    11. 11. Great campaigns influence marketing? What is social
    12. 12. Kotex: Women’s Inspiration Day1 2 3 #digatl @juliacantor @juliacantor #DigATL 12
    13. 13. Food Lion: New Brand Strategy Roll-out•  Identified influencers in small market areas where Food Lion stores were refreshed.•  Selected 10 influencers per phase and mailed them a branded package and gift card to buy groceries. #digatl @juliacantor @juliacantor #DigATL 13
    14. 14. Food Lion: New Brand Strategy Roll-out•  RESULTS •  From the 20 Influencers… •  90 posts on blogs, Twitter and Facebook •  501,465 targeted impressions •  90% positive, 10% neutral •  Obtained quality content for the brand. #digatl @juliacantor @juliacantor #DigATL 14
    15. 15. 6 Things you can do now to gain the What is social influence marketing? attention of top brands
    16. 16. Think about what brands are looking for…1)  Expand reach online2)  Expand reach offline3)  Increase relevance to brands4)  Increase resonance through engagement5)  Build strong relationships with brands6)  Build strong relationships with influencer networks #digatl @juliacantor @juliacantor #DigATL 16
    17. 17. Expand reach onlineTIPS:•  Be consistent •  Cross-promote to relevant audiences•  Engage in a meaningful way #digatl @juliacantor @juliacantor #DigATL 17
    18. 18. Expand reach online@socialdivo #digatl @juliacantor @juliacantor #DigATL 18
    19. 19. Expand reach offlineTIPS:•  Grow your network at face-to-face events•  Research opportunities to network•  Develop your elevator speech #digatl @juliacantor @juliacantor #DigATL 19
    20. 20. Expand reach offline #digatl @juliacantor @juliacantor #DigATL20
    21. 21. Expand reach offline #digatl @juliacantor @juliacantor #DigATL21
    22. 22. Increase relevance to brandsTIPS: Carrots ‘N’ Cake•  Be consistent Taza and Husband•  Use categories, tags, pages, hashtags•  Use networks that match the brand•  Update your descriptions and bio pages Young House Love #digatl @juliacantor @juliacantor #DigATL 22
    23. 23. Increase relevance to brands Don’t underestimate your “About Me” page Or your social biographies #digatl @juliacantor @juliacantor #DigATL23
    24. 24. Increase relevance to brands #digatl @juliacantor @juliacantor #DigATL24
    25. 25. Increase resonance through engagementTIPS:•  Respond to those who comment on your posts•  Follow hashtags during tweetups, meetups, and conferences (before, during and after)•  Participate in tweetchats and conversations of interest to find like- minded people #digatl @juliacantor @juliacantor #DigATL 25
    26. 26. Increase resonance through engagement#Foodiechats #Fitfluential #digatl @juliacantor @juliacantor #DigATL 26
    27. 27. Increase resonance through engagement “Invite” people to engage #digatl @juliacantor @juliacantor #DigATL 27
    28. 28. Build strong relationships with brandsTIPS:•  Reach out to brands•  Maintain communication with brands•  Consider online and offline communication•  Be prompt•  Be professional•  Respect embargoes @abcddesigns #digatl @juliacantor @juliacantor #DigATL 28
    29. 29. Build strong relationships with influencer networks #digatl @juliacantor @juliacantor #DigATL 29
    30. 30. Key takeaways•  Brands are investing in influencer marketing•  You have the power to become an influencer or expand your influence•  Enjoy your dog treats and Disney Vacation! #digatl @juliacantor @juliacantor #DigATL 30
    31. 31. Thank you! What is social influence marketing?

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