The document discusses influencer marketing and provides tips for gaining the attention of top brands. It defines influencer marketing and explains that brands work with influencers to drive conversations and generate content. It then discusses how accidental influencers emerged online and qualities brands consider like reach, relevance, resonance, and relationship. Examples of successful campaigns are provided before six tips for increasing influence, such as expanding online/offline reach, increasing relevance, engagement, and building relationships with brands and networks.

1. Influencer Marketing:
6 Steps To Gaining The Attention Of Top Brands
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2. Hi! I’m Julia.
Follow me!
@juliacantor
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3. Agenda
• What is influencer marketing?
• The “accidental influencer”
• What are brands looking for in influencers?
• Great campaigns
• Six things you can do NOW to increase your influence
• Questions/answers
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4. What is Influencer Marketing?

5. Influencers Drive Action
• 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.
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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.
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7. Marketers Invest in Influencers
What’s in it for the influencers?
•Unique experiences
•Revenue
•Free products
•“Fame”
… and maybe even dog treats, a free
washer/dryer or a trip to Disney
World (just to name a few)
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8. The “Accidental Influencer”

9. The “Accidental Influencer”
“In February 2001, I launched dooce.com as a place to
write about pop culture, music, and my life as a single
woman. I never expected more than a couple of dozen
people to read it.” – Heather Armstrong @dooce
“I still can’t believe a little online journal to keep me motivated
to get in shape for my wedding day would turn into what it is
today. I thank my lucky stars every single day for the
opportunities that CNC has afforded me.” – Tina
@CarrotsnCake
“We began this little blog, rockstar diaries, a few months
later as a way to share bits and pieces of our little newly
wed life in nyc with family and a few close friends.” –
Naomi @lovetaza
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10. What Are Brands Looking For
In Influencers?

11. Reach, Relevance, Resonance, and Relationship to the Brand
• REACH – network size
• RELEVANCE – topic areas REACH RELEVANCE
• RESONANCE - engagement
• RELATIONSHIP – brand connection
RESONANCE RELATIONSHIP
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12. How Do Brands Find Influencers?
1. Influencer Identification Tools
2. Influencer Networks
3. Self-Identification
4. Organic Research
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13. Great Campaigns

14. Kotex: Women’s Inspiration Day
1 2 3
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15. Food Lion: New Brand Strategy Regional 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.
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16. Food Lion: New Brand Strategy Regional Roll-out
Results from the 20 Influencers…
• 90 posts on blogs, Twitter and
Facebook. 501,465 targeted
blog impressions. 90% positive,
10% neutral.
• Obtained quality content for
the brand.
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17. 6 Things You Can Do NOW To
Increase Your Influence And
Gain Attention of Top Brands

18. Think About What Brands Are Looking For (the 4 Rs)
1) Expand REACH online
2) Expand REACH offline
3) Increase RELEVANCE to brands
4) Increase RESONANCE through engagement
5) Build strong RELATIONSHIPS with brands
6) Build strong RELATIONSHIPS with influencer
networks
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19. Expand Reach Online
TIPS:
• Be consistent
• Cross-promote to relevant audiences
• Engage in a meaningful way
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20. Expand Reach Online
@socialdivo
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21. Expand Reach Offline
TIPS:
•Grow your network at face-to-face events
•Research opportunities to network
•Develop your elevator speech
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22. Expand Reach Offline
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23. Expand Reach Offline
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24. Increase Relevance To Brands
TIPS:
• Be consistent
• Use categories, tags, pages, hashtags
• Use social channels that match the brand
• Update your descriptions and bio pages
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25. Increase Relevance To Brands
Don’t underestimate your
“About Me” page
Or your social biographies
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26. Increase Relevance To Brands
Let Brands Get To Know
The Real You.
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27. Increase Resonance Through Engagement
TIPS:
• 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
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28. Increase Resonance Through Engagement
#Foodiechats
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29. Increase Resonance Through Engagement
#Fitfluential
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30. Increase Resonance Through Engagement
“Invite” People
to Engage
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31. Build Strong Relationships With Brands
TIPS:
• Reach out to brands
• Maintain communication with brands
• Consider online and offline communication
• Be prompt
• Be professional
• Respect embargoes
@abcddesigns
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32. Build Strong Relationships With Influencer Networks
Influencer Networks Are
Becoming More and More
Important Over Time
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33. 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!
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34. Thank You!
@juliacantor
{keep in touch!}