Webcast: Nobody's an Influencer, Everyone's an Influencer. Ignite Social Media, blogger outreach, influencer marketing

1. Understanding and Applying Influencer
Marketing Methods
We’ll begin shortly…

2. Who’s presenting?
Jim Tobin Jason Keath
Founder, President Founder, President
Ignite Social Media Social Fresh
@jtobin @JasonKeath
#igniteim

3. Social Fresh East – April 18/19

4. Details
• Jim & Jason will lead Q&A at the end of the call.
• Tag your tweets with #igniteim.
• We’ll send an email follow up with the deck,
recording, and whitepaper.
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5. Unless it is 1983 and you’re
Nike, your influencer marketing
strategy probably needs some
work.

6. We’ll share 5
influencer marketing
models, but first a
primer…

7. People Content
Influencer Marketing

8. Influencer Marketing Examples
NC BBQ Fanatics Kickstarter supporters
Apple fanboys

9. Influence: the ability to drive action in another person
Celebrities
Bieber
More
Reach Publishers
Fans Blogger
Vendor
More Friends
Customer
Influence
Coworker
Significant Other
Mom

10. Influencers
_________ Celebrities
Influencer Publishers
Sweet Fans Blogger
Spot Vendor
_________ Friends
Customer

11. Influencers
_________
Influencer Influencers
Sweet Advocates Blogger
Spot Vendor
_________
Customer

12. You Need to Know Why People Share
Message
Involvement
~21% Product
Involvement
33%
Other
Involvement
~21%
Self-
Involvement
24%
Ernest Dichter
1907-1991

13. Three
Effective
Influencer
Strategies

14. 1.) The Home Run

15. “If only we could get
featured by _________.”
Fill in the blank with the most popular site,
blogger, or influencer in your business. That’s
the home run.

16. Samsung Picture Yourself
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17. 1.) The Home Run
Home runs sites want:
• To break the story.
• To have exclusive access.
• To provide 100% relevant content.
• To get lots of traffic to sell more ads.
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18. A Note About Celebrities…
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19. 2.) Niche Bloggers

20. Bloggers want four things:
Content, Credibility, Back
links, & Traffic
…and (increasingly) money. OK – so
bloggers want 5 things.

21. Radisson 50/50/50 Campaign
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22. Radisson 50/50/50 Campaign
10k new fans
1.4M impressions
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23. 2.) Niche Bloggers
• Approach each target with a well-packaged,
personalized pitch.
• The best campaigns create a win-win for the
blogger and the brand.
• Don’t shortcut by sending press releases or
spray-and-pray emails
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24. 3.) A Thousand
Bites At the Apple

25. Tobin’s Law:
The size of the brand’s network is
always smaller than the size of its
network’s network

26. The Social Amplification Model
Your
Brand
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27. Jeep Arctic Yeti Dig
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28. Jeep Arctic Yeti Dig
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29. Jeep Arctic Yeti Dig
25k shares
215k entries
120k new fans
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30. 3.) A Thousand Bites at the Apple
• Only 16% of fans see Facebook page posts.
• Activating friends of fans is the fastest and
surest way to drive revenue through social.
• Build successful campaigns with shareable
content and incentives to share.
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31. Two Not-So-
Effective
Influencer
Strategies

32. 4.) Buying
Transactional
Content

33. 4.) Buying Transactional Content

34. 4.) Buying Transactional Content
• Transactional content doesn’t have
credibility, generates no traffic, and ranks
poorly.
• FTC requires disclosure for purchased
content…which defeats the purpose.
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35. 5.) Mailing the
List

36. 5.) Mailing the List

37. 5.) Mailing the List
• It is tempting to build or buy a PR list and
blast a press release…but it doesn’t work.
• This approach is terrible because you’re
sending spam and the content isn’t targeted.
• Instead, build the list and approach each
person with an individual appeal.
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38. In Summary

39. Everybody’s an Influencer
Customer Vendor
Blogger Bieber
Mom Coworker Significant Other
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40. Three Effective Strategies
1. The Home Run
2. Second-Tier Bloggers
3. A Thousand Bites at the Apple
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41. Thanks for attending!
Tweet your questions
@ignitesma
Thank you for attending!
We’ll email youquestions @ignitesma.
Tweet your the slides, the whitepaper,
and the presentation recording.