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92% of global consumers trust UGC and WOM more than advertising
We Trust People, Not Logos
Source: Nielsen
And this is only going to get More Important
RESOURCES
#1 source of information for Millennials are “close friends”
Source: The McCarthy Group, 2014
of Millennials do NOT like advertising 84%
1500 Pieces of content are “due” to each Facebook user each time they log-in, on average
Online Community Is a Noisy, Crowded Place
Source: Facebook exec interview, 2013
People Help Us Filter Out the Noise
I know Joanna’s a mom like me… So her product recommendations carry more weight
Different People Depending on Topics
I trust Gina from Skinnytaste for food…
And her recipes become my shopping list
#8Ways2Influence @jaybaer @jenswartley @tapinfluence
REACH RESONANCE
Content Creators Come in All Shapes and Sizes
CELEBRITY STATUS
QUALITY CONTENT CREATORS
BUZZ BUILDERS & PROMOTERS
ADVOCATES & EMPLOYEES
The people closest to you can have Tremendous Influence
RESOURCES
41% of people believe employees are more trustworthy than a company CEO or PR department.
Source: Edelman, 2013
8 Things Influencers Can Do For You
• The Megaphone • The Creative • The Connector • The Face • The Reporter • The Designer • The Neighbor • The Defender
REACH RESONANCE
The Megaphone
The Creative The Connector The Face
The Reporter
The Designer
The Defender The Neighbor
LOW TOUCH
HIGH TOUCH
1. The Megaphone: Spread the Word to Their Audience
James Sandora Kohler, Director - Global Digital Strategy
AdAge July 14, 2014
It generated significantly more engagement than any other content we created
8. The Defender: Crisis Management Amplified
Rick Wion McDonald’s, Director of Social Media
These are our key customers. These are key influencers for our brand. We need to make sure we’re working with them.
Hi Natalie – First off…the ladies at XXXX wanted to send some love for your style blog…we may or may not use it for inspiration sometimes! Just to introduce you to who we are: XXXX is a beach lifestyle boutique from xxxx, California. Although we do carry the larger surf brands, we like to keep the focus on more up-and-coming contemporary brands. We think our fans would really resonate with your style (especially now that you’ve become part of the Volcom community), and would love to work with you on a curated collection, sweepstakes, or maybe just sending over some product from the site. Xxxx has a large following, so it could be a great opportunity to gain some exposure on both sites. Anyway, let me know what you think, or if you have any ideas/questions/etc. Or if you’d rather, we’d love to send you some apparel from the site – just let us know what resonates with your style. Thanks for your time! <name> An Okay Influencer Pitch
Hi Natalie. I absolutely love your blog, especially the <insert specific thing>. I’ve got a limited opportunity for style bloggers that I’d like to run past you please. I’m <name>, the Community Manager for XXX, an online beach lifestyle boutique. We’ve been around for 10 years, and have an email list of more than one million customers. We carry the big brands like xxx of course, but also up-and-comers like xxx. Our team at xxx has selected our 9 favorite style bloggers, and of course you made the list. We’d like to send you 3 outfits from our Fall collection. Then after you’ve had a chance to check them out, we’d like to interview you on Skype about which one you like best and why, and then include that video on our Facebook page, where we have 61,000+ fans. It’s a great way to introduce a bunch of new people to <blog name>. We’d like to get the clothes out to you tomorrow, and schedule the video interview on <10 days away>. Can I get your mailing address today please? Also, please let me know if you don’t want to be a part of this program. Thanks! I look forward to working with you. <name> xxxx.com Facebook.com/xxxx
A Be3er Influencer Pitch