This document discusses an alternative approach to influencer marketing called "small influence marketing". It suggests finding individuals who have already said positive things about a brand and recruiting them as influencers rather than paying popular influencers. The process involves listening for compliments, asking the person's permission to share their compliment on social media, creating a post with their compliment, and promoting the post. This grassroots approach can be an effective and low-cost way to generate engagement compared to traditional influencer marketing by leveraging existing fans. The document encourages diversifying influencer efforts beyond just paying popular influencers.

1. InfluencersDon’t chase ‘em. Make ‘em
Ian Lurie @portentint
CEO, Portent portent.com

2. I am unqualified

3. I am not an influencer

4. I have no idea how this works

5. Influencer marketing
Reaching out to the individual whose effect
on the purchase decision is in some way
significant or authoritative

6. Influencer marketing
Reaching out to the individual whose effect
on the purchase decision is in some way
significant or authoritative
And getting them to talk about you

7. There had to be a sekrit method

8. There had to be a Sekrit method
In which I meditate on the
meaning of influencer marketing,
and enlightenment occurs.

9. Influencer marketing
Reaching out to Paying the individual
whose effect on the purchase decision is
in some way significant or authoritative
so that they’ll talk about you

10. this… is cnn.

11. There had to be a Sekrit method
Well, shit

12. Sekrit method
How we picture
Influencer Marketing

13. How clients picture it

14. How Influencer Marketing works

15. influencer = find_influencer()
if influencer paid:
hold breath
if influencer foot_in_mouth:
apologize audience
apologize boss
print resume
if influencer success:
print “woo hoo!!!”
This works. Do it.
But diversify.

16. Influencer Recruitment
© 2017 Ian Lurie All Rights Reserved

17. Influencer Recruitment
Listen for a compliment
Ask permission
Create a post
Promote it

18. Ask Listen For a Compliment

19. Sprout

20. HootsuiteHootsuite

21. Or search

22. (on Facebook, scroll all the way down)

23. Search for
Brand mentions
Names of employees
Localities
Board members
Products
Services
Misspellings

24. The compliment should stand out
from a normal “hey, nice job!”

25. “You guys are great”

26. “Last week I called your company needing
help with my Capybara, Lucy. She was
peeing everywhere. My husband was ready
to cook her. You helped us out. Now all is
well again. Thank you!!! You rock.”

27. Someone said something nice!

28. OMG maybe he’s famous and he’ll get
us thousands of visitors and we’ll be
famous and can expand our Capybara
preserve and then we can win a Nobel
Prize for Capybara Therapy and retire
somewhere nice with lots of capybara…

29. Or not

31. Listen. Do not fish for compliments.

34. Ask Permission

36. This is a voluntary spokesperson.
People want their friends and
favorite brands to succeed.
Don’t hesitate to ask.

37. Get it in writing.
Explain who will see the post.
Ask if you can keep their social account name attached.
Ask if you can tag them.

38. ”Aw, c’mon, they won’t mind”

39. “I was being sarcastic”
Name withheld, 2006

40. “You guys are c---------rs”
To 5,000 followers, 2011

41. Generate A Post

42. Share it on your page. Now it’s a post.

43. Keep editorializing to a minimum

44. Say thanks

45. Do not alter ever never ever ever

46. Promote The Sucker

47. Promote to your followers

48. Similar interests

49. Stay “nearby”
Don’t promote to the whole freakin’ world

50. Set a crazy budget (four figures wooo)

51. (stay within the relevant social site)

52. Congratulations! It’s a baby influencer!!

53. Instead of paying an influencer
to say something nice

54. We found someone who
said something nice and
recruited them

55. I mean, there are cheaper influencers…

56. What About Twitter?

57. Tweet

58. Yaaaay!!!!

59. Retweet

60. Booooo!!!!

62. A simple process, really

63. Include user content in your ad
But get permission

64. What About LinkedIn?

65. Nope

66. What About Instagram?

67. Yep

68. “OK, but what’s the ROI?”

69. Don’t do this.

70. Summer camp
Printed letter from parent

71. Scanned it
Spent $500 to re-share

72. Parents got excited and told friends

73. Client gave parents a little $$$ at the canteen

74. Comment Sentiment
Zero. Zilch. Nada.

75. Camp:
10,000 users reached
3,000 engagements
Cost: $.18/engagement

76. Five confirmed new campers
$2,000 each

77. For $500

78. Brick and mortar retailer
Nice letter posted by a customer

79. Brick and mortar retailer:
Spent $1,500 to re-share on client’s page

80. Oh, yeah, and people started talking about it in Yelp reviews

81. Comment Sentiment
1 negative in 280+ comments

82. Brick and mortar retailer:
83,000 users reached
4,000 engagements
Cost: $.38/engagement
(search CPC $3.36)

83. For $1,500

84. Average customer = $500

85. Break-even if you convert:
.006% of reached or
.1% of engaged

86. This works

87. Traditional influencer marketing? Yes!!!

88. But don’t limit yourself

89. Recruit your own influencers

90. Listen
Ask
Post
Promote

91. The Slides and Stuff
portent.co/small-influence

92. CEO, PORTENT
portent.com
@portentint
ian@portent.com
I don’t recall, senator
The Slides and Stuff
portent.co/small-influence