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Digital and social marketing has flipped traditional marketing on its head. Today, everyday people with serious passions for their interests are those with the most power. With their authenticity and credibility, they garner attention of consumers, which is very valuable to brands. Even with a closer eye on the relationships between blogger and brand, many content creators have partnered with brands to receive free trips and high value items in exchange for exposure. How can you be included in these campaigns? This presentation covers six things social influencers can do to get the attention of brands.
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Influencer Marketing: 6 Steps to Gaining the Attention
of Top Brands @juliacantor Influencer Marketing:
6 Steps to Gaining the Attention of Top Brands
@juliacantor #digATL
Follow me! @juliacantor
Hi! I’m Julia.
@juliacantor #DigATL
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• What is influencer marketing?
• What are brands looking for?
• Great campaigns
• Six things you can do NOW
• Questions/Answers
@juliacantor #digatl
@juliacantor #DigATL
Agenda
What is social influence marketing?
What is influencer marketing?
• Social influence marketing focuses on key individuals who have the potential to shape the greater population’s awareness, actions, and purchase decisions.
• Today, everyone can be a content
producer, so everyone has the ability to change a brand’s reputation.
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@juliacantor #digatl
@juliacantor #DigATL
Influencers drive action
• Brands have the opportunity to drive conversation, tap into a network of trust, activate brand advocates to generate rich meaningful content, create online buzz around brands and products, drive traffic and sales by cultivating relationships with social influencers.
90% of people trust recommendations from people they know. (Nielsen)
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@juliacantor #digatl
@juliacantor #DigATL
Influencers have a network of trust
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@juliacantor #digatl
What’s in it for the influencers? • Unique experiences • Revenue • Free products • “Fame”
… and maybe even dog treats, a free washer/dryer or a trip to Disney World (just to name a few)
@juliacantor #DigATL
Marketers invest in influencers
What is social influence marketing?
What are brands looking for in influencers?
• REACH – network size
• RELEVANCE – topic areas
• RESONANCE - engagement
• RELATIONSHIP – brand connection
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REACH RELEVANCE
RESONANCE RELATIONSHIP
@juliacantor #digatl
@juliacantor #DigATL
Reach, Relevance, Resonance, and Relationship to the Brand
1. Influencer Identification Tools
2. Influencer Networks
3. Self-Identification
4. Organic Research
@juliacantor #digatl
How do brands find influencers?
@juliacantor #DigATL
What is social influence marketing? Great campaigns
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@juliacantor #digatl
@juliacantor #DigATL
Kotex: Women’s Inspiration Day
1 2 3
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@juliacantor #digatl
@juliacantor #DigATL
Food Lion: New Brand Strategy Roll-out
• Identified influencers in small market areas where Food Lion stores were refreshed.
• Selected 10 influencers per phase and mailed them a branded package and gift card to buy groceries.
• RESULTS • From the 20 Influencers… • 90 posts on blogs, Twitter and
Facebook • 501,465 targeted impressions • 90% positive, 10% neutral
• Obtained quality content for the brand.
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@juliacantor #digatl
@juliacantor #DigATL
Food Lion: New Brand Strategy Roll-out
What is social influence marketing?
6 Things you can do now to gain the attention of top
brands
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1) Expand reach online
2) Expand reach offline
3) Increase relevance to brands
4) Increase resonance through engagement
5) Build strong relationships with brands
6) Build strong relationships with influencer networks
#digatl @juliacantor @juliacantor #DigATL
Think about what brands are looking for…
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@juliacantor #digatl
@juliacantor #DigATL
Expand reach online
TIPS:
• Be consistent
• Cross-promote to relevant audiences
• Engage in a meaningful way
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@juliacantor #digatl
@socialdivo
@juliacantor #DigATL
Expand reach online
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TIPS: • Grow your network at face-to-face events • Research opportunities to network
• Develop your elevator speech
@juliacantor #digatl
@juliacantor #DigATL
Expand reach offline
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@juliacantor #digatl
@juliacantor #DigATL
Expand reach offline
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@juliacantor #digatl
@juliacantor #DigATL
Expand reach offline
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TIPS: • Be consistent • Use categories, tags, pages, hashtags
• Use networks that match the brand • Update your descriptions and bio pages
@juliacantor
Young House Love
Taza and Husband
Carrots ‘N’ Cake
#digatl @juliacantor #DigATL
Increase relevance to brands
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@juliacantor #digatl
Don’t underestimate your “About Me” page
Or your social biographies
@juliacantor #DigATL
Increase relevance to brands
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@juliacantor #digatl
@juliacantor #DigATL
Increase relevance to brands
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TIPS: • Respond to those who comment on your
posts • Follow hashtags during tweetups,
meetups, and conferences (before, during and after)
• Participate in tweetchats and conversations of interest to find like-minded people
@juliacantor #digatl
@juliacantor #DigATL
Increase resonance through engagement
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@juliacantor #digatl
@juliacantor #DigATL
Increase resonance through engagement
#Foodiechats #Fitfluential
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@juliacantor #digatl
“Invite” people to engage
@juliacantor #DigATL
Increase resonance through engagement
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TIPS: • Reach out to brands • Maintain communication with brands • Consider online and offline communication • Be prompt • Be professional • Respect embargoes
@juliacantor #digatl
@abcddesigns
@juliacantor #DigATL
Build strong relationships with brands
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@juliacantor #digatl
@juliacantor #DigATL
Build strong relationships with influencer networks
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@juliacantor
• Brands are investing in influencer marketing
• You have the power to become an influencer or expand your influence
• Enjoy your dog treats and Disney Vacation!
#digatl @juliacantor #DigATL
Key takeaways
What is social influence marketing? Thank you!