Presentation from Retail’s BIG Show, January 15-17, 2017. VICKI CANTRELL, Former SVP, Communities and Executive Director, Shop.org, Transformational Business Strategies MELISSA DAVIS, Executive Vice President and General Manager, ShopStyle ABIGAIL POSNER, Head of Strategic Planning, The Zoo, Google

1. Social and the Art of the Influencer
VICKI CANTRELL, Former SVP, Communities and Executive Director, Shop.org,
Transformational Business Strategies
MELISSA DAVIS, Executive Vice President and General Manager, ShopStyle
ABIGAIL POSNER, Head of Strategic Planning, The Zoo, Google

2. In this session you will learn:
 The nuances of the Social Media environment
of today
 The methodology and benefits of working
with an influencer
 The implications and impact to your business

3. Social Media and Influence
 Raw, real, immediate, unfiltered – and then vulnerable
 Poetic language
 Social media cosmopolitanism
 Energy exchange
 Exchange of insights, ideas, challenges
 Self-making

4. The Art of the Influencer
 Dynamics of working with an influencer
 Define brand goals
 How to choose an influencer
 How to work with an influencer
 What the influencer is looking for

5. Some Key Take-Aways
 Be human, speak human: Be honest and real
 Think long term
 Let go of ownership
 Have passion and a point of view...invite challenge and offer perspectives
 Embrace the culture of the consumer; use their poetic language
 Seek help from others...Create a hivemind culture
 Be generous and applaud others...even your competitors