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1
LESSONS FOR INFLUENCERS: 4 STEPS TO GAINING THE ATTENTION OF
TOP BRANDS
BARKWORLD - 2014 @JULIACANTOR
2 @JULIACANTOR
HI, I ’M JULIA.
• Influencer Marketing Lead at Moxie, Digital Agency Headquartered in
Atlanta
• Previously Worked at Both National and Global Levels for PR Agencies and
Brands
• M.A., Integrated Marketing Communication, Emerson College (MA)
• B.A., Union College (NY)
4 @JULIACANTOR
BEFORE WE GET STARTED
This presentation is business-focused; it is meant for
people who are interested in partnering with brands.
5 @JULIACANTOR
AGENDA
• What is Influencer Marketing?
• What are brands looking for in influencers?
• Influencer activation trends
• 4 steps to take now to increase your online influence
• Q/A
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@JULIACANTOR
WHAT IS INFLUENCER MARKETING?
INFLUENCER MARKETING ACTIVATES HIGHLY
TARGETED INDIVIDUALS TO ACHIEVE BRAND
OBJECTIVES THROUGH PERSONALIZED TOUCH
POINTS OR EXPERIENCES.
7 @JULIACANTOR
WHAT ARE BRANDS LOOKING FOR IN INFLUENCERS?
REACH �
RELEVANCE �
RESONANCE �
RELATIONSHIP �INFLUENCERS�
People who have an engaged network of trust and strong brand alignment. Influencers lie in the intersection of: - Reach: network size - Relevance: topic areas - Resonance: online engagement - Relationship: history of brand
advocacy
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SAMPLE INFLUENCER SLIDE FOR A BRAND
RESONANCE � RELATIONSHIP �
REACH � RELEVANCE �
IS SHE A CURRENT FAN OF OUR BRAND AND SHOW PHOTOS OF THE BRAND ON HER BLOG AND SOCIAL CHANNELS? CURRENT APPROPRIATE SOCIAL ENGAGER?
ADDITIONAL SPECIFICS TBD
HOW OFTEN SHE ENGAGES WITH HER AUDIENCE HOW OFTEN HER AUDIENCE ENGAGES WITH HER
BLOG: VIEWS PER MONTH INSTAGRAM: FOLLOWERS
FACEBOOK: FANS PINTEREST: FOLLOWERS
TWITTER: FOLLOWERS YOUTUBE: SUBSCRIBERS/VIEWS
OTHER CHANNELS
AGE TOPICS SHE COVERS
WHAT TYPE OF CONTENT SHE CREATES (PHOTO, VIDEO, ETC.)
ANY DEMOGRAPHIC INFO WE HAVE ON HER READERSHIP/AUDIENCE
Sample Influencer: SADIE JANE SABIN http://simplysadiejane.com
14 @JULIACANTOR
INCREASE REACH
• EXPAND REACH ONLINE:
• Be consistent
• Amplify your content through social channels
• Engage in a meaningful way
• EXPAND REACH THROUGH OFFLINE ENGAGEMENTS
• Grow your network at face-to-face events (like BarkWorld!)
• Research opportunities to network
• Develop your elevator speech – you never know when you’ll
need it! (the holidays are coming up, so keep it top of mind at
every gathering you attend and bring those business cards!)
15 @JULIACANTOR
INCREASE BRAND RELEVANCE
• BE CONSISTENT
• Posting schedule, Topics, Categories, Pages, Hashtags
• BE PRESENT ON RELEVANT PLATFORMS
• For example, if the brand is on Instagram, it is likely they will want influencers
on Instagram
• CONSIDER YOUR LANGUAGE AND POLARIZING BELIEFS THAT MAY NOT
ALIGN WITH THE BRAND
• Think twice before you: Swear, speak unkindly, discuss politics and religion,
mention illegal activities, etc.
16 @JULIACANTOR
INCREASE BRAND RELEVANCE
Don’t underestimate the importance of your social media bios and your “About” page.
17 @JULIACANTOR
INCREASE RESONANCE THROUGH ENGAGEMENT
• RESPOND TO THOSE WHO COMMENT ON YOUR POSTS
• FOLLOW HASHTAGS DURING TWEETUPS, MEETUPS, AND
CONFERENCES
• Before, during, and after the event
• INVITE PEOPLE TO ENGAGE
• PARTICIPATE IN TWEETCHATS/TWITTER PARTIES BOTH
RELATED AND UNRELATED TO THE PET INDUSTRY
18 @JULIACANTOR
EXAMPLE TWEETCHATS TO TRY OUT
• #BLOGCHAT: SUNDAYS, 9 PM ET
• CONNECT W/BLOGGERS
• #FOODIECHATS: MONDAYS, 8 PM ET
• CONNECT W/FOODIES
19 @JULIACANTOR
DEVELOP GENUINE RELATIONSHIPS
Follow brands on social, photograph them, tag them,
@mention them… but do it in a respectful way to get
their attention.
Brands want to know you love their product/service and
you are dedicated, but they also want you to be very
professional.
20 @JULIACANTOR
4 STEPS TO GAINING THE ATTENTION OF TOP BRANDS
1. INCREASE REACH
2. INCREASE BRAND RELEVANCE
3. INCREASE RESONANCE THROUGH ENGAGEMENT
4. DEVELOP GENUINE RELATIONSHIPS