1. THE POWER OF SOCIAL MEDIA INFLUENCERS
1
insights into leveraging influencers for your brand
brendanlowry
brelowBrendan Lowry, Curalate
Brendan@Curalate.com
Lillian Yvette Irvin, Gap Inc
SavvyClickChick@gmail.com savvyclickchick
savvyclickchick

2. WHO’S AN INFLUENCER?
2

3. WHAT DO INFLUENCERS DO?
3
INFLUENCERS:
educate, enrich and enhance our experiences, help us discover new things and inform our
decisions

4. INFLUENCER MARKETING
5 INSIGHTS
4

5. INSIGHT #1: IT’S ABOUT AUTHENTIC COMMUNITY
5

6. INSIGHT #2: ONE SIZE DOES NOT FIT ALL
6

7. WHAT DO INFLUENCERS DO?
7
“[Fame] is a double-edged sword. It also
makes people skeptical when they see a
celebrity attached.”
Jessica Alba
Allure, September 2016

8. MULTI-INFLUENCER APPROACH
8
ONE
PERCENTERS
MICRO
INFLUENCERS
SOCIAL
STARS
FOLLOWERS 100,000+ 5,000-100,000 <5,000
ENGAGEMENT 1% 3.5% 5%
COST $$$$ $$$ $
AUTHENTICITY
DESCRIPTION PR(able) / High Reach Influencers to
serve as seasonal faces of the brand
Up & coming mid-tier influencers with a
focus on content creation and
engaging geographically distributed
but smaller fan base to engage with
their content and our brand. Help
expand the community.
Organically loyal to the brand.
Community and loyalty building.
OBJECTIVE Awareness Acquisition Engagement

9. INSTAGRAM INFLUENCER EXAMPLE RESULTS
• Highest performing
• Lowest performing
• Most engaged

10. INSIGHT #3: TUNE IN TO THE RIGHT CHANNELS 10

11. INSIGHT #4: AGENCY NOT REQUIRED
11

12. 12INSIGHT #5: KEEP GOING

13. CELEBRITYBRAND
HOW HAVE THINGS CHANGED?

14. • Expensive
• Limited Supply
• Lack of Authenticity
• Effectiveness?
HOW HAVE THINGS CHANGED?

15. BRAND INFLUENCERS
HOW HAVE THINGS CHANGED?

16. 10,000 to 100,000
followers offer best combo
of engagement & broad reach
_______
82%
follow micro-influencer
recommendations to purchase
LESS IS MORE?
1
1 Markerly
2 Experticity
2

17. THE POWER OF SOCIAL MEDIA INFLUENCERS
17
insights into leveraging influencers for your brand
brendanlowry
brelowBrendan Lowry, Curalate
Brendan@Curalate.com
Lillian Yvette Irvin, Gap Inc
SavvyClickChick@gmail.com savvyclickchick
savvyclickchick