Leverage Influencer Marketing to Amplify Your Social Voice

Leveraging Influencer Marketing to

Amplify Your Brand’s Social VoiceThur, Nov 21st, 2014

PRESENTORS

Holly HamannCo-founder and CMO

TapInfluence

@HollyHamann

Stacey FergusonFounder, Blogalicious

Justice Fergie Lifestyle Media

@BeBlogalicious

WHAT WE’LL COVER

WHY SOCIAL CONTENT IS SO

IMPORTANT

WHICH PLATFORM IS

RIGHT FOR YOUR BRAND?

THE POWER OF INFLUENCERS

WHAT MAKES INFLUENCERS

TICK

WHAT TO LOOK FOR IN AN

INFLUENCER

80%OF PEOPLE CHECK THEIR PHONE

WITHIN 15 MINUTES OF WAKING UPSOURE: IDC RESEARCH

110X A DAY

THEY WILL CHECK THEIR PHONE

AN AVERAGE OFSOURE: IDC RESEARCH

THERE IS A CONSTANT FEED OF SOCIAL CONTENT

AND BRANDS NEED HELP TO STAND OUT

REACH THEM VIA A TRUSTED SOURCE AND ADD VALUE TO THEIR LIVES

DISRUPT THEM BY TRYING TO SELL THEM SOMTHING

SOCIAL CONTENT DOES JUST THAT

VISUAL VISCERAL VALUABLE VIRAL

It’s creative and

catches the consumer’s

attention

It evokes emotion and

creates a connection

with the consumer and

ultimately affinity for

your brand

It tells your brand story

with personal context to

add value to the target

customer’s life

It gets distributed more

naturally from person to

person via all social

channels

WHERE IS YOUR AUDIENCE

AND WHAT DO THEY NEED?

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL

PLATFORMS? (part 1)

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL

PLATFORMS? (part 2)

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL

PLATFORMS? (part 3)

INFLUENCERS ARE YOUR

CONTENT ARMY

WHAT’S THE BIG DEAL ABOUT INFLUENCER MARKETING?

GET THE RIGHT CONTENT IN FRONT OF THE RIGHT PEOPLE

THE “NEW” PYRAMID OF INFLUENCE

JOURNALISTS & CELEBRITIES

SEMI-PRO CONTENT CREATORS

CONTENT BLOGGERS/ENTHUSIASTS

SOCIAL PUBLISHERS

ENTHUSIASTS LOOKING FOR CONTENT & NON-CASH SOCIAL CURRENCY

SUPER FANS & EMPLOYEES

BRAND ADVOCATES SEEKING BRAND PERKS & RECOGNITION

FANS & FOLLOWERS

SUPER FANS

POWER MIDDLE INFLUENCERS

PROFESSIONALINFLUENCERS

STRATEGY LEVEL DECISION

INVESTMENT RELATIONSHIPS

(OWNING INFLUENCE)

SUSTAINED ADVOCACY

AUTHENTIC EXPRESSIONS DRIVE

TO PURCHASE

SENSE OF COMMUNITY & BRAND

LOYALTY

QUALITY CONTROL & VISIBILITY

OPT-IN ALLOWS FOR QUALITY

CONTROLS & COMPETITIVE CLAUSE

COMPLIANCE

PRODUCT LEVEL DECISION

“RENTING” INFLUENCE

ONE HIT AND GONE

PASSIVE IMPRESSIONS

FRAGMENTED & “COUPON”

COMMUNITY

DATA IS NOT CONTROLLED OR

OWNED BY THE BRAND

DUPLICATIVE PROFILES & NO

CONTROL OVER DIRECT

COMPETITOR PROMOTION

PRODUCT REVIEW SITESIMPACT

VS

WHAT MAKES

INFLUENCERS TICK?

CELEBRITY STATUSQUALITY CONTENT

CREATORSBUZZ BUILDERS &

PROMOTERSADVOCATES & EMPLOYEES

WHAT DO THEY HAVE THAT BRANDS DON’T?

1. Trust

2. Very targeted audience

3. Authentic consumer experience

4. Bigger reach than brands

5. Better, faster, cheaper

6. Shareable

WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A

BRAND?

Let them tell authentic stories

Think of them as partners

Showcase content on various of Facebook, Pinterest, Twitter, YouTube

Give proper influencer attribution

Provide clarity on what actions you want the audience to take

Be “always on”

Increase value (and exposure) of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies

Compensation

THE KEYS TO WORKING WITHINFLUENCERS

• Reached 6.9M people

• 10.5M impressions

QUESTIONS?

@HollyHamann@BeBlogalicious