The document outlines the importance of influencers in business, highlighting that 92% of consumers trust user-generated content and word-of-mouth more than traditional advertising. It presents eight ways influencers can contribute, such as acting as spokespersons, creators, and community connectors, while emphasizing the need for brands to understand influencers' motivations. Additionally, it offers insights on how to engage with influencers effectively and measure the success of influencer campaigns against business objectives.

1. 8 THINGS
INFLUENCERS
CAN DO FOR YOU
#8Ways2Influence@jaybaer @jenswartley

2. JAY BAER
President, Convince & Convert
@jaybaer
JENNIFER SWARTLEY
VP Strategy & Business Dev., TapInfluence
@jenswartley

3. WHY INFLUENCERS
Are Key to Your Business
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

4. 92%
of global consumers trust
UGC and WOM more than
advertising
We Trust
People, Not Logos
Source: Nielsen
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

5. 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
advertising84%
#8Ways2Influence

6. 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
#8Ways2Influence

7. People Help Us Filter Out the Noise
I know Joanna’s a mom like me… So her product recommendations carry
more weight
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

8. Different People Depending on Topics
I trust Gina from
Skinnytaste for food…
And her recipes become my shopping
list
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

9. WHO
Are They and How Do I Find Them?
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

10. REACH RESONANCE
Content Creators Come in All Shapes and Sizes
CELEBRITY
STATUS
QUALITY
CONTENT CREATORS
BUZZ BUILDERS &
PROMOTERS
ADVOCATES &
EMPLOYEES

11. 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#8Ways2Influence

12. How Do You Find The Right Influencers?
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

13. The TapInfluence Marketplace
Puts You in the Driver Seat
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

14. The best possible
scenario is to build
relationships with
influencers BEFORE
you need them.
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

15. WHAT
Can I Do With Them?
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

16. 8 Things Influencers Can Do For You
REACH RESONANCE
#8Ways2Influence@jaybaer @jenswartley @tapinfluence
The Megaphone
The CreativeThe ConnectorThe Face
The Reporter
The Designer
The DefenderThe Neighbor
LOW TOUCH
HIGH TOUCH

17. 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
#8Ways2Influence

18. 2. The Reporter:
On the Ground At Your Event
#8Ways2Influence

19. 3. The Face:
Spokesperson With An Audience to Activate
#8Ways2Influence

20. 4. The Connector:
Introduce You on a New Social Platform
#8Ways2Influence

21. 5. The Creative:
Produce Content with Context
#8Ways2Influence

22. 5. The Creative:
Produce Content with Context
#8Ways2Influence

23. 6. The Designer:
Create New Products People Want
#8Ways2Influence

24. 7. The Neighbor:
Spark Conversation in Your Community
#8Ways2Influence

25. 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.
#8Ways2Influence

26. Before you approach influencers
to get involved, understand what
they really care about:
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

27. AUDIENCE
&
AUTHORITY
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

28. Very few influencers
are in it for the money
directly, they are
motivated by
opportunities and
visibility.
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

29. Don’t ask how influencers can
help your brand, ask how your
brand can help influencers.
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

30. Three key ingredients in a
successful influencer pitch:
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

31. BENEFITS
SPECIFICS
DEADLINES
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

32. 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>

33. 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

34. HOW
Do I Measure If It Works?
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

35. The goal isn’t to be
good at social; the goal is
to be good at business
because of social
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

36. Wherever possible,
measure behavior,
not aggregation
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

37. Metrics Ladder Up to Business Objectives
Awareness Consideration Preference Purchase Loyalty
Reach Clicks Sharing Clicks to e-commerce Sharing
Views Votes Likes / Follow Conversions to sale Referrals
Content Views Data Capture
Coupons/
Exclusive Offers
User-generated
content
Brand Study Social Listening Tracking tags
Comments Brand Study
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

38. Data Points to Make Decisions
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

39. Influencer Leaderboards determine
who to build relationships with
Content Engagement provides insights
into what resonates with your audience
Social Sharing can help you understand
where your audience is and what’s worth
sharing
Using Data to
Optimize Performance
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

40. QUESTIONS?
#8Ways2Influence@jaybaer @jenswartley

41. #8Ways2Influence@tapinfluence

42. Black Box Wine:
50 Bloggers
60 Days
Blogs, Facebook,
Twitter, Instagram,
Pinterest
“Always On” Social Content Hub
#8Ways2Influence

43. Results
Reach
2.3M
Views
73k
Engagement
5k+
$246,361
TMV
348%
ROI
#8Ways2Influence

44. Results. Part Two.
31%
Overall pages viewed per visit increased
31% over the same period last year.
56%
Overall time on site increased by 56%
over the same period one year before.
44%
Increase in "share of voice" in June (due
to the number of mentions of BBX in blog
posts)
223%
Increase in positive mentions of BBX.
#8Ways2Influence
Source: Google Analytics Source: Radian6

45. THANK YOU
#8Ways2Influence@jaybaer @jenswartley