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The Standout Effect of Working Well with Others, Jamie Simoni, Social Fresh Conference 2015.

The Standout Effect of Working Well with Others, Jamie Simoni, Social Fresh Conference 2015.

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The Standout Effect of Working Well with Others, Jamie Simoni, Social Fresh Conference 2015.

  1. 1. The Stand Out Effect of Working Well with Influencers Presented by @JamieSimoni from @AEO
  2. 2. Do you need to work with influencers?
  3. 3. Why? • Credibility • Reach • Content • Engagement • Influence Purchase
  4. 4. Identifying Influencers • Agencies o Niche o Socialyte o Collective Digital Studio • Searching o Google o Brand Mentions on Social Media o Users tagging you on Social Media or using your branded # • Directories/Services o Fohr Card o CrowdTap o PopularPays • Brand Advocates o Power Reviewers o Best Customers o Loyal fans and followers
  5. 5. Searching:#AEOSTYLE Ambassadors
  6. 6. Directory: Racquel Natasha
  7. 7. Choose Influencers Based on Your Goals • Engagement – make sure their audience is highly engaged with their content • Reach – choose someone with a large following • Content – work with someone that creates great pieces of content that your audience will love • Credibility – choose someone viewed as a tastemaker or expert in your industry
  8. 8. Lessons Learned from Identifying Influencers • Make sure you do a deep dive into the quality and consistency of their content • Look at the content of their social posts – make sure nothing is controversial • Quantity (followers) doesn’t always trump quality (content) • Evaluate their metrics – following, engagement, etc.
  9. 9. How to Build an Influencer Campaign • Benefits to the influencer should reflect your strategy o Short term engagement with free product o Build a long term relationship making them a true partner for your brand • Outline EVERYTHING in a legal agreement o Dates relationship is active o Number of social posts and on which platforms o Dates of the social posts o Usage rights for other marketing (email, in store, website, advertising, etc) o Content delivery timelines o FTC Disclosures o Payment and terms of payment
  10. 10. How to Measure Success • Engagement o Likes, Comments, Shares • Video views o Video Completions, Plays, View counts, Vine Loops • Traffic to your website o Direct traffic from links used in posts, Referral traffic • Sales increase of products featured o Uptick in products featured, Did anything sell out?
  11. 11. American Beagle Outfitters
  12. 12. Other Influencers Joined in the Fun
  13. 13. Why Was ABO Successful? • Reach o Over 32 Million • Engagement o 101K likes and 30K Revines on Brittany Furlan’s Vine • Video Views o Brittany Furlan’s Vine had over 3.8M loops
  14. 14. No budget? No Problem!
  15. 15. Harry’s
  16. 16. University of Arizona
  17. 17. Test a Campaign! • Find a few influencers that will work for your brand • Set tangible goals • Evaluate how the campaign performed and use those learnings to do another campaign Test and Learn!

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