How to turn your passion project into a profitable business with tips and tricks from a panel of industry experts.

1. The Insiders’
Guide to being a
Digital
Influencer
@theinsidersagency
#theinsiders

2. Influencers
are people that
have built a
community
around their
passion.

3. Have purpose and influence
the action of others.

4. But many lack...
● Knowledge
● Time
● Resources
● Support
● Self-belief

5. Empower people
to kickstart their
passion project.

6. Earn $$ from your
personal brand.

7. Our aim: To
inspire and
enable more
people to do
what they love.
Everyday.

8. 7 key learnings:
● Define your niche
● Know your audience + nurture it
● Quality content over quantity
● Be consistent
● Establish authentic partnerships
● Stay true to your brand
● Give it a go!

9. www.husskie.com
Influencer-focused fashion, beauty, and lifestyle news site
Husskie.

10. Who are you?
What’s your
reason for being
here?
www.husskie.com @husskiepress

11. Why launch a
news site
focused on
influencers?
www.husskie.com @husskiepress

12. Are influencers the
next celebrities?
Who is an
influencer?
www.husskie.com @husskiepress

13. What do
influencers
look like in
2017?
www.husskie.com @husskiepress

14. The future of
the influencer...
5K followers
Pic: 549 likes
www.husskie.com @husskiepress

15. Thank you!

16. How Dan
Murphy’s is
working with
digital influencers

17. Why does Dan Murphy’s work with influencers?
It’s about connecting engaging content
with customers (new & existing) using key
influencers as the amplification channel:
● Aligns with social media strategy objective - ‘to
create brand advocates’
● Trends/behaviours on social - UGC & peer
referrals
● Cost effective marketing option
● Authentic, bespoke content that resonates with
audiences
● Great array of social profiles aligned with brand
objectives
● Influential marketing has been built into our
channel ecosystem - across social, experiential
events, PR, publications, promotional activity

18. Aperitifs: Tribe JC Le Petit Rosé: Tribe

19. What do brands need from influencers?
● Brand advocates
● Insights
● Loyalty - don’t work with competitors
● Authenticity - be true to your brand
pillars
● Don’t “sell-out” - engaging content -
not blatant sales pushes
● Brand alignment - similar
values/visions
● Engagement - two-way
conversations to drive brand/product
awareness & conversions

48. Nagi from RecipeTin Eats
Monesiation & The Secret To Growing a Blog

49. Nagi Maehashi: Who Am I?
• Cook, voice and photographer
behind RecipeTin Eats food blog
• Started in May 2014
• 8 months: #1 food blog in Australia,
1 million MVPs
• #2 recipe site, after taste.com.au
• Today: 2 million monthly readers
with over 3 million MVPs

50. A Bit About Me
• Born in Japan, raised in Sydney Australia
• Food obsessed family
• “Big 4” accounting firm straight out of
high school
• University and post grad degree part
time (finance)
• Pursued career in Corporate Finance
• Climbed corporate ladder
• Had epiphany and decided to leave
Corporate

51. What I Actually Do
• Create recipes, photograph, create videos
and write posts for RecipeTin Eats
• Interact with readers
• Clients both on and off my blog as an
Influencer, photographer and recipe
developer
• Create eBooks for sale to readers
• Food blogging advice - groups, conferences
• Keeping “up to speed” with industry trends
- food, blogging & social media

52. How I Monetise My Blog
• Digital ads
• Ad management company
• Working with brands
• Sale of ebooks
• Sale of photos
• Freelance work for clients (brands,
magazines)
• Coaching, speaking engagements &
conferences

53. Earnings Potential
• Low traffic (<200k monthly), very high
influence / skilled = $10k+ pm
• High traffic (5m+ monthly views) = $50k+
pm
• Top tier high traffic (10 m+ monthly views)
= $150k+ pm
• Digital ad rates $10 to $20+ per 1,000 page
views
• 1 million views = $10k - $20k+ per month

54. The Secret to Growing a Blog
& Social Following….

55. LEARN SKILLS
To standout online

56. LEARN SKILLS
To standout online
Photography
videography
humour
Graphics
Great iphone shots
Opinion pieces
memes

57. PS Striving to be “famous” or
(trying to) project your
“fabulousness” is not a skill.
(Unless you’re a Kardashian)

58. The Hard Truth
• 5 years ago, it was easy to become a
standout food blogger or rapidly build a
social following
• Saturated market: harder than it has ever
been to grow
• Quality of content - photography, recipes,
writing, videos - just keeps getting better
and better
• Food blogs are now considered direct
competitors of professional publications
& websites

59. My #1 Tip(s)
$100k annualised earnings in
8 months
My #1 Tip(s)

60. BE BETTER
and
BE YOURSELF

61. Be Better Than The Rest
• I’m far from the best food photographer
in Sydney, but I’m better than most food
bloggers in the world
• I’m not a professional videographer, but
I’m way ahead of 99% of food bloggers
• I’m not a chef, but I work very hard to
learn to be a better cook
• I’m not “cool” or have a “fabulous life”.
But I’m friendly, approachable and I
respond to every single question on my
blog.

62. BE YOURSELF
Followers can spot a fake
a mile away

63. I am….
• “Baby Hands” ← self deprecating
• Bit of a klutz
• Have plenty of kitchen fails
• Friendly & outgoing
• Know how to cook and what “good food” is
• Genuinely enjoy helping people learn how
to cook
• Truly believe that food is beautiful

64. I am also….
• Unapologetically obsessed with my dog,
Dozer (and my readers love him too)

65. My #2 Tip

66. Pick a niche and
stick to it
until you grow to a sizable scale
Biggest mistake I see bloggers make

68. Crash Course: iPhone shots
• Artificial light is not your friend
• Shadows are your friend
• Overhead is the safest angle, then eye level
• For angle shots, zoom halfway
• Avoid backlighting - side and side back
lighting is best
• Use napkins / newspaper / anything white
as a reflector
• Colour colour colour
• Edit edit edit
• Style style style! Napkins, drinks
• Avoid shooting on yellowy surfaces
Iphone 5 shot!

69. Let’s Talk Viral Content
• What’s “going viral”?
• No harm in “having a crack” every now
and then
• But only doing “viral potential” recipes is
an ineffective strategy
• Viral content is a long shot
• When it comes off, it’s fleeting
• Only pays off if you can capture that flush
of traffic <-- Requires a well rounded high
quality blog / social account

70. RTE Viral Content - Last 3 Months
• Crack Bread video - 27 million Facebook
views
• Crispy Pork Belly video - 4 million
Facebook views, 750k Instagram views
• Cottage Pie - 1.2 million Facebook views
• Magic Custard Cake - 200k+ recipe views
in 1 week
• Baked Quesadilla, Mac N Cheese, Crispy
Baked Wings Facebook Videos - 500k to 1
million+ views each

71. Thank you!!!
(is it time for food?)

72. QUESTIONS

73. Upcoming workshops:
● Know your brand
● Monetise your brand
● Working with influencers

74. THANK YOU!