It’s time to re-think the place of influencer marketing in your strategy! 2014 has been dubbed the year of the brand influencer and with only six percent of the average digital marketing budget devoted to influencer marketing, it’s time to prepare so you can successfully add this tool to your arsenal. PR Couture founder and iMedia Internet Marketing Leader and Innovator Crosby Noricks and Cision’s social media manager Lisa Denten discuss the ins and outs of influencer marketing, and if it’s right for your brand. In this complimentary webinar, you will learn what influencer marketing is, how to take advantage of it, and how to make it work for everyone involved. This presentation covers: - 3 Different Types of Brand Influencers (and How to Engage Each One) - How to Manage an Influencer Marketing Program for Success (and Not Screw Ups) - Vendors You Should Know About (and what to do when your budget is less than a craft cocktail)

1. Successfully Add Influencer
Marketing to Your 2014 Strategy
Crosby Noricks, PR Couture @prcouture
Lisa Denten, Social Media Manager @cision

2. How to participate today
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 During today’s web seminar,
attendees will be in listen-only
mode.
 If you are experiencing audio
issues, please contact:
GoToWebinar: 1-800-263-6317
 Submit text questions Q&A
addressed at the end of today’s
session
 Everyone will receive an email
within 24 hours with a link to view a
recorded version of today’s session

3. Hi, I’m Crosby
 I’m a Fashion Marketing Strategist,
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Blogger, Author, Workshop holder and
sometimes Irish Dancer
 I’m the founder of @PRCouture – a
digital resource for Fashion brands,
publicists and PR students. We have
an agency directory, job board and
tons of free content about PR,
marketing and social media.
 After 10+ years in Digital PR/Social
Media, these days I work with creative
entrepreneurs and brands through
Brand Elixir sessions, day-long
strategy sessions that result in a
potent mix of brand copy and
campaign development.

4. SectTiohne DBiavsidicesr

5. What Are Influencers?
 Influencers are everywhere and are not bound by employment
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with a traditional news source
 Ability to cover news faster than many traditional news sources
 Can reach new audiences that you aren’t currently targeting

6. “We’re looking for influencers within every
marketplace, who are the people who help
influence decision-makers within that
community.”
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- Keith Belling, CEO, Popchips

7. TypesS eocf tIinofnlu Deinvcideersr

8. 3 Types of Influencers
 Brand Advocates
 Social Influencers
 Employees & Partners
Finding the right influencers for your marketing activities starts by
developing a deep understanding of your customers’ needs, goals
and aspirations.
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9. BrSaencdt iAodnv Doicvaidteesr

10. Brand Advocates
 Already enthusiastic supporters of your brand
 Emotionally invested in your brand story and mission
 Engage in word-of-mouth marketing both on and offline
 Are motivated by a desire to help others, demonstrate
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knowledge
 Don’t need an incentive to talk up their favorite brands
 Often have had a brand experience that catalyzed their
advocacy (customer service, nostalgia, cause)

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Turn to Brand Advocates
for ongoing programs to
drive actions & sales

12. How to Identify Brand Advocates
 Net Promoter Score
 Segmented Emails, Refer-a-Friend
 Social Media Listening
 Referral Links & Reviews
 Repeat customers
 Capture repeat site visitors, long time spent on site
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13. Example: Rubio’s
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14. People StyleWatch
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15. SoScieacl tIinofnlu Deinvcideersr

16. Social Influencers
 Have a large online/offline audience
 Are typically are less committed than brand advocates
 Are motivated by opportunities to grow their audience and
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visibility
 Most often require incentive to talk about a brand or product

17. 1177
Turn to Social Influencers
for short-term campaigns
to drive conversation &
awareness

18. Example: #MKTimeless
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19. Example: Sutter Home/Good Girls
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20. How to Identify Social Influencers
 Cision Blogger Lists and Influencer Search
 Blogger networks
 Site and Social Audience Metrics
 Social media monitoring
 Community managers
 Thought leaders
 Complementary Verticals
 Natural tie-in – proximity, hobbies, lifestyle, values
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21. Social Influencer Search
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22. SeEcmtiopnlo Dyieveidse &r
Partners

23. Employees & Partners
 Are highly engaged
 Believe in the value of their work
 Will proactively promote and defend the brand
 Have in-depth expertise in their area
 Can wield external influence through branded content, events,
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recruitment, promotions and social media
 Can wield internal influence by working on new products,
solutions, championing company direction and information
share

24. How to Identify Employee Influencers
 Internal surveys
 Peer recommendations
 Create employee-led committees
 Social analysis
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25. “… influencers can transfer the trust they have
built with their community to the brands they
choose to support.”
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- Daniel Newman, The Millenial CEO

26. SeDcteiovenl oDpivinidge ar
Strategy

27. 3 Steps to Influencer Marketing
1) Identify Audience Needs
2) Create a customer journey map
3) Activate influencers through flexible, fun and
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simple programs

28. Influencer Opportunities
 Content Creation
 Product Trials
 Exclusive Content
 Early Access
 Open Dialogue
 Social Takeovers
 15-minutes of Fame
 Gamification/Rewards
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29. Challenges with Influencer Marketing
 Requires joint effort among multiple departments (PR,
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Marketing, Customer Service, Social)
 Might require foundational adjustments in company policies –
access, transparency, empowered customer service
 Not just a dream up and do – campaigns require clear policies,
plans for approvals and legal contracts
 Requires doing or sharing something worth talking about

30. Leading Questions
 What is worth talking about?
 What do we stand for?
 Who are our people/tribe?
 What possibilities does our brand allow for?
 What experiences does our brand create?
 How does our brand tangibly improve lives?
 We want to live in a world where ______
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31. Key Takeaways
 Identify what your audience already cares about
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and create opportunities to advocate for those
interests
 Inspire a movement among advocates, not just a
campaign for numbers
 Create experiences worth sharing, rather than
expectations of coverage
 Invest in the user experience – click and go
content, images, social promotion

32. “True influence isn’t about reach or numbers,
it’s about impacting relationships through
passion, relevance and trust.”
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- Ekaterina Walker, Branderati

33. STAY CONNECTED
SAVE 50% ON OUR PITCH PERFECT EBOOK WITH CODE*: CISIONPP
Visit: http://www.prcouture.com/resources
CROSBY@PRCOUTURE.COM
@PRCOUTURE
*code valid until 11:59 p.m. PST on 2/26/14

34. Sources
• http://www.forbes.com/sites/meghancasserly/2013/02/06/influencer-marketing-
how-your-business-can-benefit-from-popchips-secret-recipe/
• http://www.convinceandconvert.com/social-media-infographics/
social-media-influencers-versus-brand-advocates-infographic/
• http://www.huffingtonpost.com/mark-fidelman/the-10-best-influencer-ma_
b_4098892.html
• http://appinions.com/2013/12/leveraging-employee-influence/#
sthash.KfLSTP47.dpuf
• http://www.forbes.com/sites/onmarketing/2014/02/11/brands-choose-
influencers-and-advocates-wisely/
• http://online.wsj.com/news/articles/SB100014240527023038745045
79375313680290816
• http://www.toprankblog.com/2013/01/engaged-employees-brand-advocates/
• http://www.slideshare.net/CompensationInsider/influencers-of-employee-
commitment

35. Questions?