SlideShare a Scribd company logo
Influencer Marketing
DISCLAIMER: There are a lot of photos in
this presentation that might resemble the
mafia. If you should leave inspired to
beg, borrow, and steal your way to the
top, please do not hold me accountable.
Hello




@JasonKeath
Hello
Hello
Hello
Hello
INFLUENCE
Influence Is About People



 people                  content




          social media
Influence
The Ability
To Move
People Toward
Valuable Action
4 Levels of Influencers

                  Celebrities
                                                    Bieber

                  Publishers

                       Fans                   Blogger
  Vendor
                      Friends
                                      Customer

     Coworker


                                Girlfriend (@nikisnotes)
                Mom
The Influence Sweet Spot
           Celebrities

           Publishers

              Fans             Blogger
  Vendor
            Friends
                         Customer
Influence and Advocacy
           Celebrities

           Influencers

           Advocates           Blogger
  Vendor
            Friends
                         Customer
Publishing Targets



   Blogs            Email Lists          Other
Large and Focused   Captive Audiences,     Forum
    Audiences       Higher Converting     Youtube
                                           Twitter
                                         Facebook
                                         Pinterest
                                          LinkedIn
Yeah, I can get you
some customers.

But
it’ll
cost ya.
Cash or Sweat
The cost of influence:
• Average bloggers can get paid
  $300-$1000 per piece of content
  (and more)
• Developing influencer relationships
  takes months and years
Influencer Marketing

1.   Focus
2.   Research
3.   Refine
4.   Relationship
5.   Activation
6.   Follow Up
1. Focus
Focus: Defining Topics
Start with your influencee

Ford might look for:
1. Moms – Parenting
2. College Students – Indie Music
3. Newly Weds – Home Improvement
VW Beauty Videos




VW Partners With Beauty Bloggers For Driver Safety Videos
Coraline Niche Targets




Coraline Film Gives Influencers Custom Gift Boxes
2. Research
Tips On Research




Klout, PeerIndex, Little Bird, Amazon, Youtube, Google,
Technorati, Twitter, Followerwonk, Alltop
Universal Harry Potter




Webinar for 7 bloggers creates coverage that reaches millions
3. Refine
via Dave Fleet
Tips For Refining




Objective tools:

Google Pagerank, Alexa Score, Klout Score, Amazon Reviews, Youtube
Subscribers, Comments, Twitter Followers, Publishing Frequency

Subjective tools:

Website design, language, frequency, community, ads, partners
Laughing Cow Champions



                                   @SarahKayHoffman




Highly Targeted Content Creators as Paid Partners
4. Relationship
Tips For Relationship
1.   Content
2.   Participate
3.   Ecosystem
4.   Say Hello
5.   Support
5. Activation
Tips For Activation
•   First Access
•   Big Creative
•   Feature Them
•   Involve Them
•   Spotlight the Movement
•   Tailor the Ask (relevance)
Old Spice Viral Videos




Custom commercials sent to influencers, millions of views
6. Follow Up
Tips For Follow Up
•   Be A Resource
•   Monitor
•   Answer Questions
•   Get Feedback
•   Say Thank You
•   Syndicate
Join Us In Tampa




   SocialFreshConference.com
Thank You

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Influencer Marketing

Editor's Notes

  1. I run a company called Social Fresh. We started out by putting on social media conferences. And we have grown online with our free and premium social media training resources at socialfresh.com. Our blog brings in 250k readers from all over the world
  2. All of our training, at our conferences and online is for marketers. PR, Advertising, Comms, small biz, F500. Anyone trying to grow a business digitally
  3. We bring in top speakers from around the country, and the world. This is Frank Eliason of Citi, formerly @ComcastCares at our last conference. Some of the best speakers in the industry. People that know their stuff and won’t put you to sleep explaining it.
  4. We have a lot of fun. Our next Social Fresh conference is in two months in Tampa, April 18-19. It is by far the best lineup we’ve had. And a local, Ryan of Sachs Media is actually one of our speakers.At the end of the presentation I am going to tell you how you can enter to win a free ticket Social Fresh EAST.http://socialfreshconference.com
  5. But right now, let’s get to work. Today we are here to talk about InfluenceWho wears the hat of influence? It is a big and contentious topic, especially since Klout started deciding to measure people on influence. It is important to remember we are influenced by absolutely everything. Sometimes product reviews, a website’s design, or ads can be the biggest decision maker in the consumer journey. So while today’s presentation focuses on the “influencer”, it is important to remember that this is an ecosystem of push and pull from 1000 directions. Influencers, or the people in this ecosystem, are typically the most powerful push we see.
  6. The most powerful influence in the world is one person REALY listening to another person.This is word of mouth right, the back bone of marketing. When a company is doing things amazingly well, hitting on all cylinders, word of mouth movements happen on their own. Social media, to reinvest in the customer, to run your business in a way and primes it for influencers to spread the news.Advocacy is when your stakeholders and mainly your customers promote your company for you. They may not be influencers on the scale we will be talking about today with large blogs or emails lists, but they can influence their peers
  7. Define the topics. What verticals, areas of interest, industries,etc do you want your influencer to be focused on. Important step. Martinis are optional.
  8. Volkwagen teamed up with Nikkie, an 18-year-old girl from the Netherlands who had started giving make-up tips on YouTube at the age of 14 who then had over 160,000 subscribers on her channel. (She just passed 200,000 subscribers)50,000 views a video, the campaign received over 1.5 MILLION views and received plenty of media attention from around the world, helping Volkswagen achieve their main goal of bringing awareness to female drivers.
  9. Hundreds of blog posts, videos, original pieces of content from bloggers, fans, and forums.
  10. FindWeightVet
  11. Hundreds of blog posts, videos, original pieces of content from bloggers, fans, and forums.
  12. The brand and agency monitored the brand and industry conversation around their industry. They explored online communities to try and identify community leaders in the brand’s key content categories. The client reviewed several suggestions and found key brand champions that could represent the brand best.They blog, tweet, Facebook, and champion the products on the brand’s behalf.They have extended their contracts for 3t years now. Thousands of Twitter followers, millions of YouTube views, and true fans extending the reach of the brand.They get access and compensation.@SarahKayHoffman pictured
  13. Read their blog, subscribe to RSS and Youtube, sign up for a newsletterLeave comments, retweet, ask questions, promotePay attention to any current partnerships they have, if they specify what they create content on, how they prefer to be contactedEmail them to introduce yourself without asking for somethingProvide content, guest blog, create content, Learning the ecosystem is probably the most valuable point here. Shift communications did a big blogger outreach campaign last year for Slydial, a new app that let you leave a voicemail for someone without calling them. Every single pitch of theirs was personal. • 381 blog posts in one month • 200,000 beta users in less than two weeksThis goes for more than just learning about bloggers or Twitter. Learn about the people you are making contact with.
  14. “The first dozen videos were highly targeted smart bombs”