1.
BECOMING A DIGITAL
INFLUENCER

2.
WHAT IS A DIGITAL
INFLUENCER?

3.
TWO KINDS
1. Someone who has established a
social media presence significant
enough to draw interest from
advertisers.
2. Anyone who stands out from the
masses enough to open new
professional opportunities.

4.
A LITTLE
INSPIRATI
ON…

5.
Foster Hunting
• Quit his design
job in New York
to live in a van.
• Created
#VanLife
• Through a f ew
blogs and social
media accounts,
able to make a
living and
expand his
brand.
• Now a
respected
author,
photographer
and f ilm -maker.
INSTAGRA
M, VIMEO,
.

6.
MOST
CONNECT
ED MAN
ON
LINKEDIN.
Steven Burda
• Immigrated to
USA from
Ukraine in the
90s
• 50,000
Connections
• 3,000+
Recommendation
s
• Dubs himself the
“Mother Teresa”
of social
networking and
helps others find
jobs on LinekdIn
for free
• Leveraging
connections as
he builds his
consulting
business

7.
YOUTUBE
MOGUL
Michelle Phan
• Was a waitress
started make-up
tutorials on
youtube
• Formerly on
foodstamps, now
has networth of
3 million
• More than a
billion Youtube
views
• Transformed
Youtube channel
into company
with 84 million
annual sales

8.
WHAT IS YOUR GOAL?
To live directly off your digital
presence?
To leverage your digital
presence into growth
opportunities?

9.
WHAT IS YOUR GOAL?
Sponsorships
Creative
Projects
Consulting Company

10.
SETTING YOURSELF UP
FOR SUCCESS.

11.
THREE CORE TRAITS
Original
Sincere Trustworthy

12.
ECHOES FADE
Original
• The less unique you are the more
disposable and forgettable your
content is.
• The web is a place for discussion,
so be interesting.
• This applies to repurposed or
retweeted/shared content. What spin
are you going to put on it?

13.
DOING IT FOR THE RIGHT REASONS
• Do you have something to say?
• Post, create, comment because it
means something to you. Not
because you feel you should do it.
• Don’t be “noise.”
Sincere

14.
WHY SHOULD WE ENGAGE WITH
YOU?
• What relationship or authority do you
have to the subject matter?
• Do you make a strong initial
impression?
• Are you consistent?
Trustworthy

15.
“Vocation
(Calling) is the
place where our
deep gladness
meets the
world's deep
need.”
― Frederick Buechner

16.
Ask yourself –
Will it bring me joy and energy? Will it fulfill a
purpose?

17.
A FEW OTHER THINGS TO CONSIDER
1.Which platform(s) make sense for you?
2.Where do you get your content?
3.What kind of influencer are you?

18.
WHICH PLATFORM(S) MAKES SENSE
FOR YOU?
• Do you have a “why” for every platform?
• Do you enjoy the platform?
• Do you have a cross-platform strategy?

19.
WHICH PLATFORM(S) MAKE SENSE
FOR YOU?
blog.shareaholic.com

20.
WHICH PLATFORM(S) MAKE SENSE
FOR YOU?
Remember: You don’t have to do
everything.

21.
WHERE DO YOU GET YOUR
CONTENT?
Self Created Recycled
Featuring original work from
your account, blog or
website.
Your unique take on other
people’s unique work, or
your curation of other’s work.
Brand Created
Content created for you by a
brand, to put out.
Co-
develope
d

22.
WHERE DO YOU GET YOUR
CONTENT?
Self Created
Featuring original work from
your account, blog or
website.
Typically the highest
return.

23.
WHAT KIND OF INFLUENCER ARE
YOU?
$$$$$$
• Silver Screen Celebrities – someone who’d be in OK Magazine
$$$$$
• Social Celebrities – someone who is EXTREMELY popular on a specific social channel,
over 5M Instagram followers, 1M page views a month, 500,000 YouTube Subscribers
$$$$
• Large Influencers – over 500,00 Instagram followers, 500,000 page views a month,
200,000 YouTube Subscribers
$$$
• Medium influencers – over 100,000 Instagram followers, 200,000 page views a month,
50,000 YouTube Subscribers
$$
• Small Influencers – over 10,000 Instagram followers, 100,000 page views a month, 20,000
YouTube Subscribers
$
• Everyday Influencer – Over 3,000 Instagram followers, 25,000 page views a month, 5,000
YouTube Subscribers
~
• Micro Influencer– Around 1,000 Instagram followers, 8,000 page views a month, 2,000
Youtube
Slide courtesy of Sarah Ware of Markerly

24.
WHAT KIND OF INFLUENCER ARE
YOU?
$$
• Small Influencers – over 10,000 Instagram
followers, 100,000 page views a month, 20,000
YouTube Subscribers
$
• Everyday Influencer – Over 3,000 Instagram
followers, 25,000 page views a month, 5,000
YouTube Subscribers
~
• Micro Influencer– Around 1,000 Instagram followers,
8,000 page views a month, 2,000 Youtube Zone for career
boost
Zone for living off
your digital
presence

25.
Living Directly
off your digital
presence.
ROUTE #1

26.
WHO WOULD YOU TRUST MOST?
Celebrity Social Celebrity Mommy Blogger

27.
A FEW FACTS
60% of marketers plan to boost influence marketing budgets in the
next 12 months.
AdWeek, Social Times
92% of consumers believe recommendations from friends and
family over advertising.
Nielsen
Brands are 50x times more likely to trigger a purchase with word-
of-mouth than advertising.
McKinsey&Company

28.
Step 1:
You need to build a brand.

29.
WANT TO BE A BRAND? THINK LIKE A
BRAND.
1.Be consistent.
2.Do not dilute.
3.Talk about your successes
4.Invest in photography and design.
5.Purchase your own domain.
6.Have a media kit.
7.Develop your “one-liner.”

30.
Step 2:
Attract advertisers.

31.
HOW DO I CONNECT WITH
ADVERTISERS?
Option #1: Connect with an
agency.

32.
HOW DO I CONNECT WITH
ADVERTISERS?
Option #2: Connect directly with
a brand.

33.
HOW DOES IT ALL WORK?
1.You are contacted by advertiser.
2.You are researched on a per-project
basis.
3.Once a project fits, you negotiate a
price. (have your data handy)
4.You post your content.
5.Your performance is evaluated.
6.If you do well, you get more
opportunities.

34.
KEY HABITS
1.Constant networking (in a non-annoying
way)
2.Constant content production.
3.Laser focus
4.Proactive collaboration

35.
WANT MORE? ONLINE.CUW.EDU
How To
Monetize Your
Personal
Brand

36.
Leveraging
your digital
presence into
growth
opportunities
ROUTE 2:

37.
Developed the
#blackbuzzfee
d hashtag to
imagine if
buzzfeed
catered to a
black
audience.
Buzzfeed hired
her for her
creativity.
TRACY
CLAYTON:

38.
A barber who
has an
Instagram
account of the
people he has
met while
cutting hair. He
sent a link to
his dream
salon and got
hired.
CLARK
WALKER:

39.
Followed the
managing
editor of the
South Florida
Business
Journal on
Twitter. He
followed back,
liked her social
skills, and
hired her.
CELIA
AMPEL:

40.
DRAWING A CLEAR LINE
3 key questions
1. What is it you want to do?
2. How are you showing you can do it?
3. How are you showing you are great at it?

41.
BASICALLY…
Why would someone choose your
brand?

42.
ASPIRANTS
Make a list of 15 accounts aspire to.
• Does this person have a goal? What is it?
• What is their “one-liner”?
• Top 3 strengths
• Top weakness
• How do you perceive social’s role in
professional growth for him or her?

43.
ASPIRANTS
Study:
- Timing: frequency, time between, timeliness
- Quantity: how much content in a week, are
there cycles?
- Type: types of media, mix of humor,
retweets/shares (and from where),
engagements with others

44.
KEYWORDS
What are your keywords? How are you
found?
• Social Media is a database.
• Look at job descriptions.
• Think of “buzzwords” in your industry.
• Use a hashtag search engine to see across
platforms.
• Include location.

45.
KEYWORDS
Example: Join twitter chats in your
industry. Make smart use of
hashtags, putting out worthwhile
tweets.
LinkedIn example: Get
recommendations with your
keywords. Place keywords in
multiple sections of your profile.

46.
CONNECTIONS
Are you doing research on your connections?
• It’s OK to snoop
• You need to look hard to see opportunities
• Be creative
• Be confident and proactive
• Make it a habit to grow your
network by “X” every week.

47.
CONNECTIONS
Engage with companies
• Follow them and interact on social
• Keep updated on news and new positions
• Connect with individuals at these companies

48.
FOR CONSULTANTS
A few “must-haves”:
• A website (on your own domain)
• Case studies (pro-bono if you are starting out)
• A form system
• An email system (ideally connected with form)

49.
CONTENT (ESPECIALLY FOR
CONSULTANTS)
Are you testing engagement strategies?
• Contests?
• Downloads?
• Freemiums?
The more time invested, the higher the
value, the greater reward.

50.
CONTENT (ESPECIALLY FOR
CONSULTANTS)
What is something valuable you can give
away for free?

51.
CONTENT (ESPECIALLY FOR
CONSULTANTS)
With every engagement, try to build your
email list. (it’s about collecting names).
• Gate your offers with forms
• Make a newsletter
• Blog subscription

52.
CONTENT (ESPECIALLY FOR
CONSULTANTS)
How do you leverage communications across channels
• Your contacts will be segmented
• Make sure your message is consistent across channels
• Make sure your message is tailored to the platform

53.
WHAT’S NEW?
Can you carve out a niche on something
new?
• Blab
• Medium
• Facebook realtime video
• Twitter polls

54.
WANT MORE? ONLINE.CUW.EDU
How to Create
Professional
Opportunities Through
Digital Content
Managing your Personal
Brand on LinkedIn

55.
Check out the
other CUW
presentations
this week.
THANK
YOU!