Evolution of the Influencer Economy: How to Activate Brand Ambassadors
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Presentation by Scott Paul at Mastermind 2019. Scott is CEO of Wooly, a software to help brands grow their ambassador communities. He also co-founded Tangible, a school for e-commerce. Scott took up alpaca farming in Midway, Utah this year and coaches his daughter's ski team at Sundance. Learn more: 97th Floor
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Evolution of the Influencer Economy: How to Activate Brand Ambassadors
- 1. Evolution of the Influencer Economy And How Activate Brand Ambassadors
- 2. Welcome to the mind of an unmedicated ADHD entrepreneur... Or in Seth Godin’s words the psychopath
- 3. 1980 1988
- 11. “Mercenaries” Most brands start here with cold outreach via email, DMs or agencies ● Impersonal ● Expensive ● Inauthentic ● Hard to work with 11 The future is not paying outside mercenaries Fans Followers Inbound Customers Outsiders
- 12. 12 It’s building ambassador programs from within Fans Followers Inbound Customers Outsiders “Ambassadors” Wooly finds your influential “insiders” ● Authentic ● Committed ● Affordable ● Easier to engage
- 13. Within 3 quarters Purple saw ● ~55x increase in reach ● ~40x increase in engagement ● ~3x increase in mentions ● Leapt from #7 to #1 in social share of voice among competitors … without paying influencers* I leave disney and start Wooly, we test our theory with Purple
- 14. Your network’s reach is WAY bigger than your brand’s Pre-social media Employees Reach Brand Today Reach Customers Fans & Followers Customers Emp Fans & Followers Brand
- 15. Qualtrics has <100k followers across ALL networks Qualtrics employee reaches 2M
- 17. Needle movers are not just big influencers
- 19. One of FP’s best influencers was a customer with 2,000 followers This happens ALL the time Community - Freshly Picked
- 20. Paying random “influencers” is an expense Creating ambassadors is an asset
- 22. Welcome panel of experts with leading views on evolving brand - influencer relationships
- 23. Anna Macfarlane @annaistheworst ● Founder of Marj Media ● Social marketing coach ● People.com Top 10 Mom on the Internet Skip the video and keep intros SUPER short for each. Let them introduce themselves with 1st question
- 24. Bryson White @brywhyyy ● Global Marketing Mgr at Amer Sports ● Runs ambassador program for several major, global brands
- 25. Paige Watts @paigearminta ● Content creator ● Witty caption writer ● Marketer at Disney, Wooly and Enso Rings
- 26. Paige Watts @paigearminta Social Marketing / Creator Bryson White @brywhyyy Digital Marketing - Amer Anna Macfarlane @annaistheworst Social Marketing Coach Questions Text questions to (801) 347-8878 include your name, company and who question is for
- 27. Appendix
- 32. Emirates employee recognized and upgraded a customer, Casey Neistat 100M+ views Tons of press Millions $$$ in earned media Customer - The Good
- 33. 4M+ views Tons of press Major loss in earned media Customer - The Bad Hertz #fail Terrible customer for the Gabbie Show Cut? Kylie Jenner might be better. But I do think the good, bad, ugly (as a joke) is funny
Notas do Editor
- Thank 97 floor and Shante. I actually weaseled myself into this speaking gig. I signed up and realized that Shonduras was here, I promised the organizer that he would be fun and insightful but he represented one side of influencer marketing and I wanted everyone to hear another side and where it’s headed
- I tried making history lesson of digital media to tell the evolution of influencer marketing but then i realized if I just tell my story I was pushed around by this phenomenon and was an actor in it all, so why not tell my story. I remember seeing my first air jordans in 4th grade from Anton Meghan. I was witnessing history. But Michael Jordan didn’t own his channel, he had media and corporations help tell his story
- Fast forward 25 years and things have changed. Media goes social and now everyone has a microphone and can speak whenever they want. My first startup was ipad cases for retial use and office etc. One day this guy posts on twitter this photo. Everything changed
- Thinking I knew somthing about the world I start an app called voto.
- We used these accounts that had lots of followers on instagram in 2012. Look how dated instagram and the app store was then. But we were able to get almost a million downloads for 15k in spend. THen it was all about reach and followers
- Couldn’t figure out how to monteize the app so we pivoted to an agency that helped other apps and brands. We got real lucky and a competitor to Tinder paid lots of money and gave us a huge head start as an agency. You know them as bumble
- We decide to sell while hot
- Disney gets me inside view of whats going on in influencer marketing
- So remember shaun from yesterday? Well we fed him well as he was growing. That free subaru came from me. Why did I have to give him a subaru? Because subaru called and wanted to spend 2 million dollars working on social with owners of subarus that loved outdoors and had good following. I didn’t have the tools at disney to figure out who was owner or not and I was pressed for time. We ended up buying subarus for 3 influencers. It cost lots of money, bad use of money...still love shuan
- There has to be a better way
- This works because your community is now WAY bigger than you realize. Couple quick examples