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| @missrogue | Tara Hunt | TOTEM.TC | Real Lessons in Working with Digital Influencers

Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

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Page 1: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Real Lessons in Working with Digital Influencers

Page 2: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

• Interact a LOT. Ask tonnes of questions. Tell your own stories where applicable. Push back. Share!

• Watch a LOT of Videos. We are mostly covering YouTube, but we can explore other platforms as well. Show and tell!

• Absorb a LOT of information. My card is in your workbook. Feel free to reach out to me afterwards if any of it was unclear.

• Have fun! I hope!

Today we will:

Page 3: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

• WHY work with online influencers?

• WHO are these influencers and what have they done to build their influence?

• WHERE do we find them?

• HOW do we make this work?

Schedule

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| @missrogue | Tara Hunt | TOTEM.TC |

work with digital influencers?

Page 5: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

1. They are who the audience is paying attention to.

2. They are who the audience TRUSTS.

3. And yes, their audiences include non-Millennials, too!

3 Reasons to Work with Digital Influencers:

https://www.flickr.com/photos/lilymonster/5994254131/

Page 6: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Page 7: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

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| @missrogue | Tara Hunt | TOTEM.TC |

Some Stats (YouTube)

Page 9: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Some Stats (Vine)

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| @missrogue | Tara Hunt | TOTEM.TC |

Some Stats (Snapchat)

Page 11: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Some Stats (Instagram)

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| @missrogue | Tara Hunt | TOTEM.TC |

– Marketing Magazine (UK) March 3, 2015 http://www.marketingmagazine.co.uk/article/1335724/five-marketing-lessons-generation-youtube

!YouTube celebrities work because their audience wants authentic perspective. "The danger for the celebrity is that endorsements compromise their perceived objectivity, which is at

the root of what initially made them popular," he argues. !

Continued reliance on pre-roll advertising and the slick commercialised 30-second spot fails to tap into the authenticity and immediacy the medium demands. To truly capitalise on this trend, brands should invest in creating their own content or partnering vloggers.

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| @missrogue | Tara Hunt | TOTEM.TC |

are some of these digital influencers?

Page 14: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

A Few Areas of InfluenceGAMING DIY UNBOXING SKETCH COMEDY

VLOGGING ANIMATION MAKEUP PRANKS

FASHION & STYLE HOME DECOR MUSIC COMEDY

AUTOMOTIVE FOOD & COOKING TECHNOLOGY NEWS

TRAVEL SPORTS PARENTING PETS

Page 15: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

A Few Platforms You’ll Find Them On

TWITTER YOUTUBE VINE

SNAPCHAT INSTAGRAM BLOGS

FACEBOOK PINTEREST PODCASTS

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| @missrogue | Tara Hunt | TOTEM.TC |

YOUTUBE

Page 17: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

GRACE HELBIG 2.1 million subscribers YouTube

900,000 followers Instagram 964,000 followers on Twitter

!Vlogger/Comedian

!Grace has been on YouTube since 2007, when she started her daily vlog. She is an actor and comedian, who has leveraged her YouTube fame to get acting gigs. She’s

worked with brands like St. Ives.

https://www.flickr.com/photos/gageskidmore/7484686814/

Page 18: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

LOUIS COLE 1.2 million subscribers YouTube

864,000 followers Instagram 590,000 followers on Twitter

!Travel/Adventure

Louis has been on YouTube since 2011, where he originally gained fame by eating awful things. In 2013, he switched gears to vlog his travel adventures.

https://www.flickr.com/photos/gageskidmore/14516278706/

Page 19: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

GLOZELL GREEN 3.4 million subscribers YouTube

196,300 followers Vine 745,000 followers on Twitter

!Comedy

Green started her YouTube channel in 2008 - mostly with song parodies and comedy sketches about her life. She interviewed Barack Obama after the State of the Union address this year.

https://www.flickr.com/photos/gageskidmore/14330314840/

Page 20: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

BETHANY MOTA 8.4 million subscribers YouTube 4.4 million followers Instagram 2,390,000 followers on Twitter

!Beauty/DIY/Fashion

Bethany started on YouTube in 2009 and since she rose to fame, she’s done a clothing line for Aeropostale, been the face of CoverGirl, been on Dancing with the Stars, was a judge on Project Runway, and she also interviewed Obama post SOTU address.

She will be 20 this year.

https://www.flickr.com/photos/gageskidmore/14535022832/

Page 21: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

PEWDIEPIE (real name: Felix Arvid Ulf Kjellberg)

35 million subscribers YouTube 5.46 million followers on Twitter

5.4 million followers on Facebook !

Gamer !

Felix created his channel in 2010 and was the first channel to reach 15 million subscribers in 2013. He is known for his very colourful commentary (ie cussing) on his gaming videos. He’s moved into more vlogging and comedy as well as gaming. He’s

worked with a few brands (like Mountain Dew), but mostly works on his own. It’s estimated he makes $4-6 million in ad

sales alone per year.

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RYAN HIGA 13.9 million subscribers YouTube

1.6 million likes on Facebook 1.58 million followers on Twitter

!Comedy

Ryan has been on YouTube from very early days. His channel started in 2006. His channel was the first one to reach 3 million subscribers in 2010.

Page 23: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

MKBHD (name: Marques Brownlee)

2.2 million subscribers YouTube 174,000 followers on Instagram

324,000 followers on Twitter !

Technology !

Marques started uploading videos in 2009. He is the most subscribed to in tech-based YouTube channels.

Page 24: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

MELISSA MAKER (channel: CLEANMYSPACE)

245,000 subscribers YouTube 6,433 followers on Instagram

3,683 followers on Twitter !

Home Care !

Melissa started doing how-to cleaning videos in 2011 and is a great example of finding a passionate niche and really rocking it. Though her subscriber numbers

aren’t super high (compared to the biggies already listed), she’s received over 20million views on her

videos.

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MANJULA JAIN 222,300 subscribers YouTube

442 followers on Twitter 745,400 followers on Facebook

!Indian Cooking

!Manjula was an early adopter in 2008. She isn’t the ‘typical’

YouTube creator - she has grandkids! Once again, a great example of a channel built on passion and persistence that has

done well over the years. These more ‘niche’ channels (Manjula’s videos have been viewed over 92 million times) are

important to pay attention to. There are more opportunities here than battling for the big guys.

Page 26: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

VINE

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NASH GRIER 11.2 million followers Vine

4.3 million followers on Twitter 4.1 million followers on YouTube

!Comedy Sketches

!Nash shot to stardom on Vine in 2013, but has faced all sorts of controversy around his use of homophobic and sexist slurs in Vines. In 2014, Aeropostale, who had partnered with Grier,

got all sorts of pressure from teens to drop him.

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EHBEE FAMILY 1.4 million followers Vine

35,000 followers on YouTube 30,000 avg views Snapchat

!Comedy Sketches

!Great family humour that grew on Vine since 2013. They’ve worked with Disney,

Dignity Health, Regal Cinemas, Nordstrom and Toyota.

Page 29: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

US THE DUO 4.5 million followers Vine

396,000 followers on Instagram 149,000 followers on Twitter

!Music !

A lovely couple with a wonderful story. They’ve been together for three years and became famous on Vine after their #6secondcovers went viral. They’ve now gotten married and released an album.

Page 30: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

AMYMARIE GAERTNER 3.6 million followers Vine

274,700 subscribers on YouTube 81,000 followers on Twitter

699,000 followers on Instagram !

Dance !

Amymarie is a self-taught dancer and choreographer who shot to fame with Vine in 2014. She also posts adorable Vines of her dog,

Ginger.

Page 31: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

SNAPCHAT

Page 32: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

CASEY NEISTAT 506,000 Subscribers on YouTube

76,500 followers on Twitter 228,000 followers on Instagram

!Filmmaker/Activist

!Casey has been very omni-channel over the years. He first gained

fame in 2003 with a film called ‘iPod’s Dirty Little Secret’, then with a popular video on the New York Bike lanes in 2011. He’s done

videos with Nike (Make It Count), Mercedes-Benz and J.Crew. He is prolific on Snapchat now.

Page 33: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

DASHA BATTELLE !

Artist !

Dasha creates what she calls ‘SnapArt’, drawing pictures with her finger and the rudimentary Snapchat tools. She works for Mashable on the visual storytelling team.

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JEROME JARRE 8.1 million followers on Vine

1.15 million followers on Twitter 913,000 subscribers on YouTube

!Pranks/Comedy/Inspiration

It’s hard to classify Jerome. He’s prolific on Vine and on Snapchat…as well as YouTube. His message is about fun and positivity and he recently did a prank where he turned down a million dollar brand deal (brand unnamed). He’s now raising money to

support other creators in their endeavours. He is thought to be the first Snapchat celebrity.

Page 35: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Power Influencers

Influencers

Social Enthusiasts

Fans

Big audience with lots of clout. Celebrity status. Depending on the network, could be >100k or >1M engaged followers. Creating content is their full-time job.

Great, engaged audience. Most likely has closer relationships with followers (answers tweets and comments). They may still have a day job. These are great people to get to know before they get really big!

They follow lots of influencers and interact on a regular basis. They are looking to become Influencers one day. Don’t ignore these ones…you never know who follows back or how they will grow their own audiences over time!

The bulk of people on social networks just want to interact with their friends, but they still really love it when a brand they love interacts with them.

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The are emotionally raw. “emotional arousal”

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| @missrogue | Tara Hunt | TOTEM.TC |

Emotional Rawness Example

https://www.youtube.com/watch?v=L3K0CJ8usPU

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| @missrogue | Tara Hunt | TOTEM.TC |

The Theory of Emotional Arousal

Adapted from Jonah Berger’s studies in Contagious: Why Things Catch On

Emotional arousal is a state of heightened physiological activity. High-arousal emotions include joy, anger, fear, surprise, awe and

distress. Positive high-arousal emotions incite us to share.

Page 39: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

High Arousal vs Low ArousalHIGH AROUSAL LOW AROUSAL

+

Awe, Joy, Love, Excitement, Humor, Hope, Giddiness,

Inspiration, Surprise (happy), Obsession

Contentment, Relaxation, Calmness,

Satisfaction

-

Fear, Distress, Anger, Anxiety, Disgust,

Tension, Frustration, Alarm, Annoyance

Depression, Sadness, Loss, Pity, Boredom,

Gloom

!Though sad moments are shared by Digital Influencers, the moments are shared to give hope and inspiration to their audience.

Though sharing their sexual orientation was emotional for the twins, the outcome was incredibly positive.

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The are accessible. “fuelling of mimetic desire”

https://www.flickr.com/photos/clintus/9481451788/

Page 41: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Mimetic Desire (theory by René Girard)

“The theory of mimetic desire says that we do not desire things directly for ourselves in a linear fashion, but rather we desire

objects because someone else desires that object.”

Page 42: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

How Mimetic Desire WorksI’m just like you…I was bullied and lost. I’m silly and imperfect! Now look at where I am! You can do it,

too!

OMG! We love you, Bethany! You are so inspirational! We want to be JUST like you! We want to dress like you, eat like you…BE you!

!Because Bethany and her kin are just ‘normal’ kids

that followed their passions - exposing warts and all - other

‘normal’ kids see themselves reflected and are motivated to follow

the same path.

Page 43: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Even Traditional Celebrities Are Doing It

!Traditionally, celebrities had a polished,

perfect image. The growth of democratized media has shifted the desire for the audience.

Now we want to see imperfection. It is in a moment of human frailty that we see ourselves

and feel that we have something in common.

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They put their audience first. “empowerment & sense of community”

http://www.fastcompany.com/3033832/the-art-of-selling-the-brand-of-you-on-youtube

Page 45: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

— Marvin Weisbord, author of Productive Workplaces: Organizing and Managing for Dignity, Meaning and Community

How to build a community: !

“People support what they help to create.”

Page 46: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

!Start small. Content creators don’t need tons of money or fancy equipment to develop big viewership. They need to cultivate a connection and then build from there. It’s as though

successful YouTube content creators have intuitively – or perhaps out of necessity – built their brands and businesses on the premise that you need to lead with a minimum viable product and the development of your community of customers, culled from the audience you attract, to have

a better chance of being sustainable.

— Rock on Ink Magazine

Page 47: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

do I find them?

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| @missrogue | Tara Hunt | TOTEM.TC |

Finding the right influencer is crucial to the success of your campaign. There are a few tools available and a process to help you pick the right one. Here are the steps:

1. Define your goals

2. Figure out your audience

3. Research the space

4. Narrow the options

5. Reach out

Finding the Right Influencer

https://www.flickr.com/photos/f-oxymoron/5005673112/

Page 49: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Are you trying to:

build awareness?

seem popular?

seed high profile reviews?

build relationships?

sell a product or a service?

other? or all of the above?

Defining Your Campaign Goals

Page 50: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

https://www.flickr.com/photos/kimli/1879624559/

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| @missrogue | Tara Hunt | TOTEM.TC |

ADVOCACYRETENTIONEXPERIENCEPURCHASECONSIDER

Audience Awareness Stages

AWARE RESEARCH

This is where influencer marketing is AWESOME. You should use other tactics here.

Page 52: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Best Way to Set Up Your Program?

manually

Page 53: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

WHY Manual Setup?ADVANTAGES DISADVANTAGES

You own the relationships It takes a lot of time

You understand the community (both the customer + influencer) —

It saves you money —

You get the jump on emerging influencers —

You could learn some tricks of the trade —

It’s hella fun —

Page 54: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Database Example: highrise

https://highrisehq.com/

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| @missrogue | Tara Hunt | TOTEM.TC |

Figure Out Your Audience

To understand who influences them, you need to know more about your audience: !

Who are they? (demographics) !

Where do they hang out online? (online behaviour) !

What are their interests? (psychographics)

Page 56: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Figure Out Your Audience

HINT: If you don’t already have data about your audience, take a look at data on your competition or proxies. You won’t want to copy them, but you can learn from them.

Page 57: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Tools: Audience Research

http://www.twtrland.com

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| @missrogue | Tara Hunt | TOTEM.TC |

Tools: Audience Research

http://www.statsocial.com

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| @missrogue | Tara Hunt | TOTEM.TC |

Tools: Audience Research

http://www.facebook.com/search

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| @missrogue | Tara Hunt | TOTEM.TC |

Getting To Know the Space

Now that you are committed to spending lots of your free time on social media, following who your audience follows, you’ll discover: !

The rules of engagement !

The insider language !

The tropes

Page 61: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

The Rules of Engagement

“You are the bomb.”

“I’m hanging with you.”

“I’ve checked you out.”

“I recognize you.”

“I’ve seen you around.”

AWARE INTERESTED INTERACTED ENGAGED TIGHT

start here and ONLY here

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| @missrogue | Tara Hunt | TOTEM.TC |

TROPES: The Makeup Tutorial

https://www.youtube.com/watch?v=YFMaLuI1uxc

!Pretty self-explanatory,

Makeup Tutorials are step-by-step how-to’s on creating a look. Kandee Johnson, Michelle Phan,

Tamang Phan and Carli Bybel are some of

the biggest in this category.

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| @missrogue | Tara Hunt | TOTEM.TC |

TROPES: The Haul

https://www.youtube.com/watch?v=TtpFYJNue9E

!Hauls are video blogs that

document what the YouTuber just purchased. Originally brushed off as ‘stupid and shallow’ by critics, haul vloggers

have grown to have some of the largest, most

dedicated audiences on YT.

Page 64: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

TROPES: The Tag

https://www.youtube.com/watch?v=us_E-QyQEp0

!Tags are powerful

because they spread through the community

(they also exist on Instagram as photo

challenges). It’s ‘tag’ as in tag, you’re it!

!There are 361,000+ TMI

Tag videos

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| @missrogue | Tara Hunt | TOTEM.TC |

TROPES: The Challenge

https://www.youtube.com/watch?v=8nT_pX0cGV0

!Challenges are like Tags, but

they are usually more physical in nature (and

participated in by the male creators more).

!There are 503,000 results for

Cinnamon Challenge on YouTube. Glozell’s is the

most popular with 43million views!

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| @missrogue | Tara Hunt | TOTEM.TC |

TROPES: DIY’s

https://www.youtube.com/watch?v=cttmSGew-EA

!DIY’s are how-to videos on recreating stuff you would normally buy in the store,

but are simple enough to do yourself. Of course, they are also how-to’s, but I always

think that DIY’s are the simpler brethren of How-

To’s. !

Rarely do I see anyone build something insurmountable

(like a house).

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| @missrogue | Tara Hunt | TOTEM.TC |

TROPES: Pranking

https://www.youtube.com/watch?v=7t0EtKlQxyo

!Prank channels are very

popular on YouTube. Pranks range from simple to very elaborate (like this one or like the Just For Laughs

Gags pranks). The audience really loves being in on the joke and watching the poor victims of the prank being

tricked.

Page 68: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

TROPES: Unboxing

https://www.youtube.com/watch?v=aoc8d0gcf08

!Unboxing videos are

incredibly popular. Started with the tech set, it’s now the toddler crowd that’s

gotten involved. Sometimes called ‘toddler crack’, the toy unboxing channels are

some of the most subscribed to channels and have led to YouTube creating children’s tools that access only these

channels.

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| @missrogue | Tara Hunt | TOTEM.TC |

TROPES: Lists

https://www.youtube.com/watch?v=ZY7fz_9kStQ

!Before Buzzfeed video, there were many, many

list YouTubers. !

Lists are usually in numbers (10 things you didn’t know about blah)

and are both entertaining and informative.

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| @missrogue | Tara Hunt | TOTEM.TC |

TROPES: How It Works

https://www.youtube.com/watch?v=bV--EABqhiY

!How it works is not only informative, but it’s very entertaining and is highly searchable on YouTube.

!These videos are mostly

scientific, but are sometimes just

explorations in social behaviour.

Page 71: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

TROPES: Play With Me

https://www.youtube.com/watch?v=EJ99CVsQI88

!Minecraft is one of the

biggest gaming communities on YouTube, but there are many gamers that post

entire games or sections of their games and get

hundreds of thousands of views. !

Why? Well, why do we watch sports? Video games are the new pro sport for the

next generation.

Page 72: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

TROPES: Draw My Life

https://www.youtube.com/watch?v=cqfSdF6M-g4

!This Tag cut across all

communities and genres on YouTube and nearly every

YouTube celebrity has made one. They are wonderful

ways to learn more about the YouTubers we follow.

!They are made by telling

their life stories (highlights, of course - with serious

issues) and drawing out the story.

Page 73: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Narrow the Options

By the time you get here, you will probably know enough influencers, but just in case, there are some tools you can use to: !

Find the right influencers !

Set up influencer campaigns !

Figure out if you are on the right path

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| @missrogue | Tara Hunt | TOTEM.TC |

Influencer Search Tools: buzzsumo

http://www.buzzsumo.com

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Influencer Search Tools: tracker

http://www.traackr.com

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Influencer Search Tools: littlebird

http://www.getlittlebird.com

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Influencer Search Tools: twtrland

http://www.twtrland.com

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| @missrogue | Tara Hunt | TOTEM.TC |

Influencer Search Tools: grouphigh

http://www.grouphigh.com

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Influencer Campaign Platforms

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The Scorecard: narrowing your options

https://www.flickr.com/photos/jmcphers/24633619

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| @missrogue | Tara Hunt | TOTEM.TC |

do we make this work?

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| @missrogue | Tara Hunt | TOTEM.TC |

The Kick-Off Checklist

https://www.flickr.com/photos/gertcha/6898156643/

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| @missrogue | Tara Hunt | TOTEM.TC |

Costs - What to Expect

https://www.flickr.com/photos/pagedooley/3301817899/

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| @missrogue | Tara Hunt | TOTEM.TC |

What to Negotiate For

!

Call to action !

a giveaway or a contest !

a meetup

Page 85: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Tips for Creating Contracts

https://www.flickr.com/photos/cc_chapman/8285662189/

Page 86: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

The Creative Process

The Influencer knows his/her own audience the best.

Give him/her the creative brief + be clear about the campaign goals and then let

him/her bring you back a proposal.

Page 87: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Being Clear With Your GoalsCLEAR/REASONABLE GOALS UNCLEAR/UNREASONABLE GOALS

Give away # of products. 500,000 giveaway entries.

Show how to use the product in an image. 100,000 hashtags.

Produce a video that integrates the benefits of the product. 250,000 views.

Maximize impressions of product review across social networks. 3 million impressions.

Page 88: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Measuring Success

As aligned to where Influencer campaigns move the needle:

1. increase awareness (mentions, impressions, reach)

2. create more authentic positive reviews (number of reviews on review sites, unbiased videos/posts results in a search)

3. positive feedback on your product/brand (thumbs up, shares, positive comments)

Page 89: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

Case StudiesLet’s play!

Page 90: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

tara [email protected] [email protected]

!647-992-2951

!www.totem.tc

www.tarahunt.com !

youtube.com/sanfranrogue pinterest.com/missrogue slideshare.net/missrogue instagram.com/missrogue

twitter.com/missrogue linkedin.com/in/missrogue

facebook.com/tarahunt

Page 91: Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop

| @missrogue | Tara Hunt | TOTEM.TC |

• http://www.adweek.com/socialtimes/rising-snapchat-stars-earn-100000-per-week/201806?red=st

• http://nymag.com/news/features/internet-fame/

• http://variety.com/2014/digital/news/shane-dawson-jenna-marbles-internet-fame-1201271428/

• http://variety.com/2014/digital/news/survey-youtube-stars-more-popular-than-mainstream-celebs-among-u-s-teens-1201275245/

• http://traackr.com/

• http://www.statsocial.com/

• https://app.buzzsumo.com/account/plans

• http://twtrland.com/

• https://instagram.com/satiregram/

• http://digiday.com/publishers/future-digital-publishing-like-cable-tv/

• http://blog.hootsuite.com/everything-you-need-to-know-instagram-ads/#pagetop

• http://www.businessinsider.com/top-instagram-photographers-in-advertising-2013-3?op=1

• http://adage.com/article/digital/vine-users-team-brands-talent-agency/243773/

• http://tarahunt.com/2013/06/25/cant-buy-me-love-moving-too-fast-on-social-platforms/

• https://www.linkedin.com/pulse/20140904235542-3154163-building-a-strong-digital-influencer-program-part-i-why?trk=mp-reader-card

• https://www.linkedin.com/pulse/20140910131613-3154163-building-a-strong-influencer-program-part-ii-who?trk=mp-reader-card

• https://www.linkedin.com/pulse/20141103031425-3154163-digital-influencer-lessons-part-iii-the-tropes?trk=mp-reader-card

• All photos credited, except those that are screenshots (and should be credited to those referenced in the slide)

Sources