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8 THINGS
INFLUENCERS
CAN DO FOR YOU
Jay	
  Baer	
  
ConvinceAndConvert.com	
  
WHY INFLUENCERS
Are Key to Business	
  
92%
of global consumers trust
UGC and WOM more than
advertising
We Trust
People, Not Logos
Source: Nielsen
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
advertising
84%
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
People Help Us Filter Out the Noise
I know Joanna’s a mom like me…
 So her product recommendations
carry more weight
Different People Depending on Topics
I trust Gina from
Skinnytaste for food…
And her recipes become my
shopping list
#8Ways2Influence@jaybaer @jenswartley @tapinfluence
WHO
Are They and How Do I Find Them?	
  
REACH
 RESONANCE
Content Creators Come in All Shapes and Sizes
CELEBRITY
STATUS
QUALITY
CONTENT CREATORS
BUZZ BUILDERS &
PROMOTERS
ADVOCATES &
EMPLOYEES
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
How Do You Find The Right Influencers?
The TapInfluence Marketplace
Puts You in the Driver Seat
The best possible
scenario is to build
relationships with
influencers BEFORE
you need them.
WHAT
Can I Do With Influencers?	
  
8 Things Influencers Can Do For You
REACH
 RESONANCE
The Megaphone
The CreativeThe ConnectorThe Face
The Reporter
The Designer
The DefenderThe Neighbor
LOW TOUCH
HIGH TOUCH
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
2. The Reporter:
On the Ground At Your Event
3. The Face:
Spokesperson With An Audience to Activate
4. The Connector:
Introduce You on a New Social Platform
5. The Creative:
Produce Content with Context
6. The Designer:
Create New Products People Want
7. The Neighbor:
Spark Conversation in Your Community
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.
HOW
Do I Work With Influencers?	
  
Before you approach influencers
to get involved, understand what
they really care about:
AUDIENCE
&
AUTHORITY
Three key ingredients in a
successful influencer pitch:
BENEFITS
SPECIFICS
DEADLINES
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> An	
  Okay	
  Influencer	
  Pitch	
  	
  
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
A	
  Be3er	
  Influencer	
  Pitch	
  	
  
Don’t ask how influencers can
help your brand, ask how your
brand can help influencers.
THANK YOU.
Jay	
  Baer	
  
ConvinceAndConvert.com	
  

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The 8 Things Online Influencers Can Do For You

  • 1. 8 THINGS INFLUENCERS CAN DO FOR YOU Jay  Baer   ConvinceAndConvert.com  
  • 2. WHY INFLUENCERS Are Key to Business  
  • 3. 92% of global consumers trust UGC and WOM more than advertising We Trust People, Not Logos Source: Nielsen
  • 4. 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 advertising 84%
  • 5. 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
  • 6. People Help Us Filter Out the Noise I know Joanna’s a mom like me… So her product recommendations carry more weight
  • 7. Different People Depending on Topics I trust Gina from Skinnytaste for food… And her recipes become my shopping list #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 8. WHO Are They and How Do I Find Them?  
  • 9. REACH RESONANCE Content Creators Come in All Shapes and Sizes CELEBRITY STATUS QUALITY CONTENT CREATORS BUZZ BUILDERS & PROMOTERS ADVOCATES & EMPLOYEES
  • 10. 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
  • 11. How Do You Find The Right Influencers?
  • 12. The TapInfluence Marketplace Puts You in the Driver Seat
  • 13. The best possible scenario is to build relationships with influencers BEFORE you need them.
  • 14. WHAT Can I Do With Influencers?  
  • 15. 8 Things Influencers Can Do For You REACH RESONANCE The Megaphone The CreativeThe ConnectorThe Face The Reporter The Designer The DefenderThe Neighbor LOW TOUCH HIGH TOUCH
  • 16. 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
  • 17. 2. The Reporter: On the Ground At Your Event
  • 18. 3. The Face: Spokesperson With An Audience to Activate
  • 19. 4. The Connector: Introduce You on a New Social Platform
  • 20. 5. The Creative: Produce Content with Context
  • 21. 6. The Designer: Create New Products People Want
  • 22. 7. The Neighbor: Spark Conversation in Your Community
  • 23. 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.
  • 24. HOW Do I Work With Influencers?  
  • 25. Before you approach influencers to get involved, understand what they really care about:
  • 27. Three key ingredients in a successful influencer pitch:
  • 29. 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> An  Okay  Influencer  Pitch    
  • 30. 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 A  Be3er  Influencer  Pitch    
  • 31. Don’t ask how influencers can help your brand, ask how your brand can help influencers.
  • 32. THANK YOU. Jay  Baer   ConvinceAndConvert.com