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InfluencersDon’t chase ‘em. Make ‘em
Ian Lurie @portentint
CEO, Portent portent.com
I am unqualified
I am not an influencer
I have no idea how this works
Influencer marketing
Reaching out to the individual whose effect
on the purchase decision is in some way
significant or authoritative
Influencer marketing
Reaching out to the individual whose effect
on the purchase decision is in some way
significant or authoritative
And getting them to talk about you
There had to be a sekrit method
There had to be a Sekrit method
In which I meditate on the
meaning of influencer marketing,
and enlightenment occurs.
Influencer marketing
Reaching out to Paying the individual
whose effect on the purchase decision is
in some way significant or authoritative
so that they’ll talk about you
this… is cnn.
There had to be a Sekrit method
Well, shit
Sekrit method
How we picture
Influencer Marketing
How clients picture it
How Influencer Marketing works
influencer = find_influencer()
if influencer paid:
hold breath
if influencer foot_in_mouth:
apologize audience
apologize boss
print resume
if influencer success:
print “woo hoo!!!”
This works. Do it.
But diversify.
Influencer Recruitment
© 2017 Ian Lurie All Rights Reserved
Influencer Recruitment
Listen for a compliment
Ask permission
Create a post
Promote it
Ask Listen For a Compliment
Sprout
HootsuiteHootsuite
Or search
(on Facebook, scroll all the way down)
Search for
Brand mentions
Names of employees
Localities
Board members
Products
Services
Misspellings
The compliment should stand out
from a normal “hey, nice job!”
“You guys are great”
“Last week I called your company needing
help with my Capybara, Lucy. She was
peeing everywhere. My husband was ready
to cook her. You helped us out. Now all is
well again. Thank you!!! You rock.”
Someone said something nice!
OMG maybe he’s famous and he’ll get
us thousands of visitors and we’ll be
famous and can expand our Capybara
preserve and then we can win a Nobel
Prize for Capybara Therapy and retire
somewhere nice with lots of capybara…
Or not
Influencers - Don't Find 'em. Make 'em
Listen. Do not fish for compliments.
Influencers - Don't Find 'em. Make 'em
Influencers - Don't Find 'em. Make 'em
Ask Permission
Influencers - Don't Find 'em. Make 'em
This is a voluntary spokesperson.
People want their friends and
favorite brands to succeed.
Don’t hesitate to ask.
Get it in writing.
Explain who will see the post.
Ask if you can keep their social account name attached.
Ask if you can tag them.
”Aw, c’mon, they won’t mind”
“I was being sarcastic”
Name withheld, 2006
“You guys are c---------rs”
To 5,000 followers, 2011
Generate A Post
Share it on your page. Now it’s a post.
Keep editorializing to a minimum
Say thanks
Do not alter ever never ever ever
Promote The Sucker
Promote to your followers
Similar interests
Stay “nearby”
Don’t promote to the whole freakin’ world
Set a crazy budget (four figures wooo)
(stay within the relevant social site)
Congratulations! It’s a baby influencer!!
Instead of paying an influencer
to say something nice
We found someone who
said something nice and
recruited them
I mean, there are cheaper influencers…
What About Twitter?
Tweet
Yaaaay!!!!
Retweet
Booooo!!!!
Influencers - Don't Find 'em. Make 'em
A simple process, really
Include user content in your ad
But get permission
What About LinkedIn?
Nope
What About Instagram?
Yep
“OK, but what’s the ROI?”
Don’t do this.
Summer camp
Printed letter from parent
Scanned it
Spent $500 to re-share
Parents got excited and told friends
Client gave parents a little $$$ at the canteen
Comment Sentiment
Zero. Zilch. Nada.
Camp:
10,000 users reached
3,000 engagements
Cost: $.18/engagement
Five confirmed new campers
$2,000 each
For $500
Brick and mortar retailer
Nice letter posted by a customer
Brick and mortar retailer:
Spent $1,500 to re-share on client’s page
Oh, yeah, and people started talking about it in Yelp reviews
Comment Sentiment
1 negative in 280+ comments
Brick and mortar retailer:
83,000 users reached
4,000 engagements
Cost: $.38/engagement
(search CPC $3.36)
For $1,500
Average customer = $500
Break-even if you convert:
.006% of reached or
.1% of engaged
This works
Traditional influencer marketing? Yes!!!
But don’t limit yourself
Recruit your own influencers
Listen
Ask
Post
Promote
The Slides and Stuff
portent.co/small-influence
CEO, PORTENT
portent.com
@portentint
ian@portent.com
I don’t recall, senator
The Slides and Stuff
portent.co/small-influence

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