TapInfluence Co-founder Holly Hamann presents Webinar: Engaging with Online Influencers

1. formerly
Webinar: Engaging With Online Influencers
Presenter: Holly Hamann, co-founder, TapInfluence
#TapInfluence

2. About Your Presenter
Holly Hamann
holly@tapinfluence.com
@HollyHamann
Co-founder, TapInfluence
Sixth tech start-up
18 years in digital marketing
Mathematics and Computer Science Degree
Blogger – www.LoveandMath.com
Frequent speaker on social marketing
#TapInfluence

3. What is TapInfluence?
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4. Current Clients
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5. The New Influencer
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6. Customers Follow Her
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7. What do influencers have that brands don’t?
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8. What is Influencer Marketing?
Partnering with influencers who help create and share peer-trusted content.
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9. Partnerships With Influencers Are Key
• Helps reach more target consumers
• Creates trust
• Provides relevant consumer content
• Helps create highly engaging, authentic content (video and
mobile, blog posts)
• Scalable
• Creates powerful earned media
• Effective supplement (or alternative) to banner advertising
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10. What do influencers want?
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11. We asked 65,000 of them
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12. We Wanted to Know
• What does the ideal brand partnership look like?
• Which product category campaigns are most desirable?
• How does trust and social good influence partnership choices?
• How is influence measured?
• How effective are brands at connecting, pitching, and
compensating bloggers?
• Which brands are the most successful at forming influencer
partnerships?
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13. Survey Demographics
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14. Survey Demographics
73% of all bloggers
surveyed have children
(under 18) living at home.
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15. Core Influencer Categories
Top “Other” categories:
• Personal
• Beauty
• Books
• Faith/Religion
This is where thousands of untapped powerful niche communities live.
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16. Mobile Use
Time spent PER DAY engaged in social media from mobile phone
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17. Hours per week spent engaged with other blogs
Bloggers who spend 6 or more
hours per week commenting on
other blog communities show a
correlated increase in revenue.
Hours per week
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18. Influence is about engagement
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19. Not always about traffic…
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20. Influencers favor brand-sponsored social media
and blog campaigns!
93% have purchased a product based on information
they found on a blog or online community.
• 60% respected brands who wanted to interact with
bloggers, thought campaigns were fun, validated their
blogs, or thought they were great opportunities to earn
revenue.
• Less than 2% disliked brand-sponsored social media or blog
campaigns.
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21. What bloggers want in a brand relationship
90% of bloggers surveyed were somewhat or
very interested in working with
brands, provided they were compensated.
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22. Most popular brand categories (view 1)
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23. What’s TRUST got to do with it?
• 70% of influencers trust a brand more when that brand is
promoted or recommended by someone they know from a blog
or social media
• 56% of influencers trust a brand more when a campaign includes
an element of “social good” (raising money or awareness for a
non-profit or social cause).
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24. How brands are reaching out to bloggers
58% of bloggers have never been
approached by a brand to work on a
campaign
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25. Effectiveness of brand pitches
Number of brand pitched received by bloggers each year
• Nearly 2/3 of bloggers reject at least half of the
• Nearly 2/3 of bloggers reject at least half of the brand
brand pitches they receive.
pitches they receive.
• 87%87% said personal feelingsabout a brand influences
• said personal feelings about a brand
influences whether they will work brand.
whether they will work with that with that brand.
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26. Elements of a good pitch
• Personal
• Targeted
• Relevant
• Compensation
• Clear
• Organized
• Concise
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27. What product category campaigns were accepted?
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28. Reasons for negative experiences
12% of bloggers had a negative
experience working on a brand
campaign.
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29. Brands creating successful partnerships
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30. Just like any perfect relationship…
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31. Influencers want:
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32. Brands want:
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33. How do you get it?
What bloggers want How to get it
Commitment Engage bloggers for multiple campaigns to create relationships you can rely on for years.
Partnership Products and trends evolve over time. Take the time to ask bloggers about your brand and
product. Then listen.
Respect Be as professional as you would with any business colleague.
Compensation Asking bloggers to work for free is short-sighted. Create powerful partnerships by
providing mutual benefit and compensation.
Clarity Be clear about campaign scope (amount of work required, deadlines, compensation, non-
competes, etc). Make it easy to say yes or no.
To champion valuable products Provide a high-quality product that is appropriately targeted (i.e. don’t ask a diabetic
blogger to write about your chocolate bar).
Photo source: Warner Bros.
Social engagement Follow bloggers on Twitter and Facebook, join their community discussions, comment on
their blogs, get to know them.
Balance Create campaigns that accommodate family-oriented lifestyles.
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34. 4 Key components to success
Identify: BlogFrog Distribute: Integrates with top social
connects brands to a platforms and enables conversations
network of more than and buzz to be instantly distributed
100,000 social media and amplified across the web and on
influencers based on a brand’s existing digital assets
topic, vertical (websites, Facebook, etc.). By
market, demographic, soc tapping influencers who are aligned
ial influence, and with a brand’s products and
consumer reach. values, digital content scales faster
and wider among consumers that
genuinely care about the topic.
Activate: Brands then
mobilize key influencers Measure: Brand marketers can track
to create powerful and monitor the
branded content based creation, distribution, reach and
on topic, vertical engagement of all influencer
market, and reach, to content, regardless of social
engage with millions of platform. Brands can access
target consumers. performance metrics that track how
consumers interact with and spread
social content.
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35. Case Study – ABC News
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36. Case Study
ABC News and the United Nations Foundation wanted to connect millions of moms in the US
with moms in developing countries to drive awareness and action around issues affecting moms
and babies everywhere.
They leveraged BlogFrog’s influencer marketing platform to identify and engage over 800
influencers around the world who created brand-hosted content that was distributed on ABC
News and UNF digital assets as well as on their blogs, Facebook, and Twitter. The program
even sparked a rally on Times Square which was covered by Good Morning America.
Results included:
800+ influencers
Facebook, Twitter, Blogs, Video, Mobile, International
15.3 million blog readers reached
31.2 million total social media impressions
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37. Questions?
• Post questions on twitter using #TapInfluence or in the Chat
Screen of GotoWebinar
• Contact us for a demo!
• Register for our next webinar, November 7th at 11am MST. Best
Practices in Influencer Marketing, How Udi’s Created a Gluten-
Free Community
• www.tapinfluence.com
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38. Thank You!
Holly Hamann
Co-founder, TapInfluence
holly@tapinfluence.com
#TapInfluence