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Cooper MunroeCEO – The Motherhood
NextConnect‘17CedarKnolls,NewJersey✪April27-28,2017
© The Motherhood 2017© The Motherhood 2017
FINDINGANDENGAGINGCOMMUNITYINFLUENCERS
CooperMunroe,CEO@TheMotherhood|@CooperMunroe
NextConnect ‘17
© The Motherhood 2017
WHAT IS INFLUENCER MARKETING?
Influencersareatrustedsourcefordigitalconsumers seekinginformation onbrands,productsandtrends.
Theinfluencerspublish contentonblogsandsocialplatformssuchasFacebook,Twitter,InstagramandPinterest,wherethey’vecreatedtrustingandthriving communities
ofreadersandfollowers.
© The Motherhood 2017
WHY DOES IT MATTER?
Digital ad-blockers are among the most popular app downloads.
Imagecredit:BusinessInsider
It’sthefastest-growingchannelforcustomer
acquisition.Businessesmake$6.50for
every$1spent,onaverage.
79%ofblogreadersaremorelikelytoseekoutbrandsthey’veseenon
blogs/socialmedia.
51% ofmarketersbelievetheygetbettercustomersfrominfluencermarketing,
becausethebrandrelationshipbeginswithtrust
intheinfluencer.
80%aremorelikelytopurchasefromabrandthey’vereadabout
inablogpost.
Sources:http://www.netimperative.com/2016/09/impact-influencer-marketing-infographic, http://www.themotherhood.com/blog/how-sponsored-content-leads-to-purchase
© The Motherhood 2017
Moms are multidimensional women, powerhouses juggling many tasks, jobs, and schedules simultaneously. Women make up 85% of all purchases and use
social media at a rate of 600% more than men. Moms are critical in the decision-making process at home, including
extracurricular activities and how her family and kids will spend their time.
+ =
WHY MOMS?
© The Motherhood 2017
TheGoal:identifyinfluencersthatcreatecompelling,engagingcontentthatdeliversongoingvaluetotheirreadersandsignificantwordofmouthimpactforyourregionand/orareacouncil.Influencersworkhardtoearnandmaintaintrustfromtheirfollowers,sowhentheyputtheirnamesbehindorganizations,theirrecommendationscarryweight.
IDENTIFYING COMMUNITY INFLUENCERS
“IlovethatscoutingreinforcesthevaluesandexpectationsthatwehaveforJosh…Ialsolovethatheisbeingexposedtoexperiencesthat,quitehonestly,heprobablywouldn’twithoutscouting…”
“It’seasytoseethewaysthatBoyScoutsbuildscharacterandhelpschildrenbecomethetypeofadultsthatmake
differencesintheircommunities.It’swhat Iwantformysonandheartwarming toseetheyhavethesamegoals.”
Identifying
© The Motherhood 2017
HUMAN-TOUCH APPROACH + TECHNOLOGY
Locationtargeting
Engagementlevels
Follower#’s
Curatedqualitativelists
In-depth,surveydatagathering
Interestareas
Combination of state-of-the-art technology +
expert knowledge and human-touch
vetting
Identifying
© The Motherhood 2017
Feedofcommunitycontent
TrendmonitoringShareofvoice
Engagement-basedcontentidentification
584influencersalreadytalkingaboutcamping,outdoors,
andboyscouts
“TIPS”istoptrending themearound campingand
outdoors posts
HUMAN-TOUCH APPROACH + TECHNOLOGY
Identify influencers who develop content
that is a natural fit
Leverage organic conversations
Identifying
© The Motherhood 2017
HowtoFindSuccess:Findtherightinfluencertoputtherightcontentinfrontoftherightaudience.
ENGAGING COMMUNITY INFLUENCERSEngaging
Twittermomsare45%morelikelytotakeactionbasedon
somethingtheysawonTwitterthannon-moms.
81%ofmomsuseFacebook.
BoostedFacebookpostcampaignsexecutedbyTheMotherhood’s bloggers
generate,onaverage,250%higherreach
thanorganicFacebookposts.
Pinterestreachesthree-quartersofallmomsinthe
U.S.
87%ofpeopletakeactionbasedonsomethingbecauseofwhattheysawon
Pinterest.
Morethan56%ofmoms
sayInstagramiswheretheylearnaboutproducts.
93%ofmomsaccessInstagramatleastonce
eachweek.
“IwassoimpressedwitheverythingIlearnedaboutBoyScoutsandIcansaywithoutadoubtthatCubScoutsandBoyScoutswill beinourfuture.”
© The Motherhood 2017
HowtoFindSuccess:Findtherightinfluencertoputtherightcontent infrontoftherightaudience.
ENGAGING COMMUNITY INFLUENCERSEngaging
© The Motherhood 2017
CREATING REGIONAL CONSISTENCY FOR BSA
© The Motherhood 2017
HOW TO GET STARTED: IDENTIFYING & ENGAGING
SocialListening:• Monitorandanalyzetheconversationonyourownplatformstoidentifyactive
participantsinyourcommunityanddetermineiftheycouldbepotentialinfluencersfortheorganizationbasedonhowtheirfriendsandfollowersengagewiththem,thetypeofcontenttheyshareregularly,theirreach,involvementinthelocalcommunity,etc.
ProactiveSearching:• Searchwithlocation-specifictermsforlocalinfluencers,e.g., “BloggersinNewJersey”
or“NewJerseyBloggers”or“NewJerseySocialMediaInfluencers.”
DoYourHomework:• Researcheachinfluencer,reviewtheirsocialchannels,readtheircontenttounderstand
theirvoice,passionpoints,interestsandoverallpersonalityofboththeblogandtheinfluencer.
BeSuccinct&Mindful:• Whenreachingout,beclearaboutyourexpectationsforapartnership,includingboth
whatyou’dliketoworkwiththeinfluenceron(blogposts,video,etc.)andbemindfulthattheirtimeisvaluableandwillrequireastipend.
© The Motherhood 2017
Search Bar:Use key words to search for content
specific to important issues and topics to best understand her POV or how she has talked about
those topics in the past.
Social Platforms:
Explore social media platforms she has linked to her page. Note
how her followers engage with her
content.
Read Posts:Spend time reading
recent posts to understand what
her readers expect from her, what’s
currently important to her, brands she’s working with, etc.
About Me:Start here to read the basics about her, her family, what her blog is about and what matters to her.
HOW TO: IDENTIFYING INFLUENCERS
© The Motherhood 2017
HOW TO: ENGAGING INFLUENCERS
Whetherreachingoutinperson,overthephone,viaemailorsocialmediaplatforms, tailoryour invitationtoworktogetherbasedonwhatyounowknowaboutthatindividual influencer.• Introduceyourselfandexplainwhyyoufeelthey’reafitto
partnerwithyourregion,areaorcouncil.
• Clearlystatewhatyou’reaskingthemtodo,whetherit’sdeveloping blogcontent,videocontent,attendinganeventandsharing real-timecoverageoranother specificask,beclearaboutwhatyou’reasking, thetimeframefortheirinvolvementandalldeliverables.
• Acknowledge thatyouunderstand theirtimeandtalentmayrequirecompensation, andinvitethemtodiscusswhatthey’reopen to,basedonwhatyou’veoutlined.
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