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8 Things You Can Ask Influencers To Do

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Rustin Banks
Rustin Banks

Whether you're already executing on an influencer strategy or are just getting started, optimizing influencer relationships will be key to a successful digital program. Join TapInfluence and Jay Baer as we discuss types of influencers, relationship building, and real world influencer marketing examples.

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8 THINGS INFLUENCERS CAN DO FOR YOU #8Ways2Influence@jaybaer @jenswartley
JAY BAER President, Convince & Convert @jaybaer JENNIFER SWARTLEY VP Strategy & Business Dev., TapInfluence @jenswartley
WHY INFLUENCERS Are Key to Your Business #8Ways2Influence@jaybaer @jenswartley @tapinfluence
92% of global consumers trust UGC and WOM more than advertising We Trust People, Not Logos Source: Nielsen #8Ways2Influence@jaybaer @jenswartley @tapinfluence
And this is only going to get More Important RESOURCES #1 source of information for Millennials are “close friends” Source: The McCarthy Group, 2014 of Millennials do NOT like advertising84% #8Ways2Influence
1500 Pieces of content are “due” to each Facebook user each time they log-in, on average Online Community Is a Noisy, Crowded Place Source: Facebook exec interview, 2013 #8Ways2Influence
People Help Us Filter Out the Noise I know Joanna’s a mom like me… So her product recommendations carry more weight #8Ways2Influence@jaybaer @jenswartley @tapinfluence
Different People Depending on Topics I trust Gina from Skinnytaste for food… And her recipes become my shopping list #8Ways2Influence@jaybaer @jenswartley @tapinfluence
WHO Are They and How Do I Find Them? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
REACH RESONANCE Content Creators Come in All Shapes and Sizes CELEBRITY STATUS QUALITY CONTENT CREATORS BUZZ BUILDERS & PROMOTERS ADVOCATES & EMPLOYEES
The people closest to you can have Tremendous Influence RESOURCES 41% of people believe employees are more trustworthy than a company CEO or PR department. Source: Edelman, 2013#8Ways2Influence
How Do You Find The Right Influencers? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
The TapInfluence Marketplace Puts You in the Driver Seat #8Ways2Influence@jaybaer @jenswartley @tapinfluence
The best possible scenario is to build relationships with influencers BEFORE you need them. #8Ways2Influence@jaybaer @jenswartley @tapinfluence
WHAT Can I Do With Them? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
8 Things Influencers Can Do For You REACH RESONANCE #8Ways2Influence@jaybaer @jenswartley @tapinfluence The Megaphone The CreativeThe ConnectorThe Face The Reporter The Designer The DefenderThe Neighbor LOW TOUCH HIGH TOUCH
1. The Megaphone: Spread the Word to Their Audience James Sandora Kohler, Director - Global Digital Strategy AdAge July 14, 2014 It generated significantly more engagement than any other content we created #8Ways2Influence
2. The Reporter: On the Ground At Your Event #8Ways2Influence
3. The Face: Spokesperson With An Audience to Activate #8Ways2Influence
4. The Connector: Introduce You on a New Social Platform #8Ways2Influence
5. The Creative: Produce Content with Context #8Ways2Influence
5. The Creative: Produce Content with Context #8Ways2Influence
6. The Designer: Create New Products People Want #8Ways2Influence
7. The Neighbor: Spark Conversation in Your Community #8Ways2Influence
8. The Defender: Crisis Management Amplified Rick Wion McDonald’s, Director of Social Media These are our key customers. These are key influencers for our brand. We need to make sure we’re working with them. #8Ways2Influence
Before you approach influencers to get involved, understand what they really care about: #8Ways2Influence@jaybaer @jenswartley @tapinfluence
AUDIENCE & AUTHORITY #8Ways2Influence@jaybaer @jenswartley @tapinfluence
Very few influencers are in it for the money directly, they are motivated by opportunities and visibility. #8Ways2Influence@jaybaer @jenswartley @tapinfluence
Don’t ask how influencers can help your brand, ask how your brand can help influencers. #8Ways2Influence@jaybaer @jenswartley @tapinfluence
Three key ingredients in a successful influencer pitch: #8Ways2Influence@jaybaer @jenswartley @tapinfluence
BENEFITS SPECIFICS DEADLINES #8Ways2Influence@jaybaer @jenswartley @tapinfluence
Hi Natalie – First off…the ladies at XXXX wanted to send some love for your style blog…we may or may not use it for inspiration sometimes! Just to introduce you to who we are: XXXX is a beach lifestyle boutique from xxxx, California. Although we do carry the larger surf brands, we like to keep the focus on more up-and-coming contemporary brands. We think our fans would really resonate with your style (especially now that you’ve become part of the Volcom community), and would love to work with you on a curated collection, sweepstakes, or maybe just sending over some product from the site. Xxxx has a large following, so it could be a great opportunity to gain some exposure on both sites. Anyway, let me know what you think, or if you have any ideas/questions/etc. Or if you’d rather, we’d love to send you some apparel from the site – just let us know what resonates with your style. Thanks for your time! <name>
Hi Natalie. I absolutely love your blog, especially the <insert specific thing>. I’ve got a limited opportunity for style bloggers that I’d like to run past you please. I’m <name>, the Community Manager for XXX, an online beach lifestyle boutique. We’ve been around for 10 years, and have an email list of more than one million customers. We carry the big brands like xxx of course, but also up-and-comers like xxx. Our team at xxx has selected our 9 favorite style bloggers, and of course you made the list. We’d like to send you 3 outfits from our Fall collection. Then after you’ve had a chance to check them out, we’d like to interview you on Skype about which one you like best and why, and then include that video on our Facebook page, where we have 61,000+ fans. It’s a great way to introduce a bunch of new people to <blog name>. We’d like to get the clothes out to you tomorrow, and schedule the video interview on <10 days away>. Can I get your mailing address today please? Also, please let me know if you don’t want to be a part of this program. Thanks! I look forward to working with you. <name> xxxx.com Facebook.com/xxxx
HOW Do I Measure If It Works? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
The goal isn’t to be good at social; the goal is to be good at business because of social #8Ways2Influence@jaybaer @jenswartley @tapinfluence
Wherever possible, measure behavior, not aggregation #8Ways2Influence@jaybaer @jenswartley @tapinfluence
Metrics Ladder Up to Business Objectives Awareness Consideration Preference Purchase Loyalty Reach Clicks Sharing Clicks to e-commerce Sharing Views Votes Likes / Follow Conversions to sale Referrals Content Views Data Capture Coupons/ Exclusive Offers User-generated content Brand Study Social Listening Tracking tags Comments Brand Study #8Ways2Influence@jaybaer @jenswartley @tapinfluence
Data Points to Make Decisions #8Ways2Influence@jaybaer @jenswartley @tapinfluence
Influencer Leaderboards determine who to build relationships with Content Engagement provides insights into what resonates with your audience Social Sharing can help you understand where your audience is and what’s worth sharing Using Data to Optimize Performance #8Ways2Influence@jaybaer @jenswartley @tapinfluence
QUESTIONS? #8Ways2Influence@jaybaer @jenswartley
#8Ways2Influence@tapinfluence
Black Box Wine: 50 Bloggers 60 Days Blogs, Facebook, Twitter, Instagram, Pinterest “Always On” Social Content Hub #8Ways2Influence
Results Reach 2.3M Views 73k Engagement 5k+ $246,361 TMV 348% ROI #8Ways2Influence
Results. Part Two. 31% Overall pages viewed per visit increased 31% over the same period last year. 56% Overall time on site increased by 56% over the same period one year before. 44% Increase in "share of voice" in June (due to the number of mentions of BBX in blog posts) 223% Increase in positive mentions of BBX. #8Ways2Influence Source: Google Analytics Source: Radian6
THANK YOU #8Ways2Influence@jaybaer @jenswartley

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8 Things You Can Ask Influencers To Do

  • 1. 8 THINGS INFLUENCERS CAN DO FOR YOU #8Ways2Influence@jaybaer @jenswartley
  • 2. JAY BAER President, Convince & Convert @jaybaer JENNIFER SWARTLEY VP Strategy & Business Dev., TapInfluence @jenswartley
  • 3. WHY INFLUENCERS Are Key to Your Business #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 4. 92% of global consumers trust UGC and WOM more than advertising We Trust People, Not Logos Source: Nielsen #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 5. And this is only going to get More Important RESOURCES #1 source of information for Millennials are “close friends” Source: The McCarthy Group, 2014 of Millennials do NOT like advertising84% #8Ways2Influence
  • 6. 1500 Pieces of content are “due” to each Facebook user each time they log-in, on average Online Community Is a Noisy, Crowded Place Source: Facebook exec interview, 2013 #8Ways2Influence
  • 7. People Help Us Filter Out the Noise I know Joanna’s a mom like me… So her product recommendations carry more weight #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 8. Different People Depending on Topics I trust Gina from Skinnytaste for food… And her recipes become my shopping list #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 9. WHO Are They and How Do I Find Them? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 10. REACH RESONANCE Content Creators Come in All Shapes and Sizes CELEBRITY STATUS QUALITY CONTENT CREATORS BUZZ BUILDERS & PROMOTERS ADVOCATES & EMPLOYEES
  • 11. The people closest to you can have Tremendous Influence RESOURCES 41% of people believe employees are more trustworthy than a company CEO or PR department. Source: Edelman, 2013#8Ways2Influence
  • 12. How Do You Find The Right Influencers? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 13. The TapInfluence Marketplace Puts You in the Driver Seat #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 14. The best possible scenario is to build relationships with influencers BEFORE you need them. #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 15. WHAT Can I Do With Them? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 16. 8 Things Influencers Can Do For You REACH RESONANCE #8Ways2Influence@jaybaer @jenswartley @tapinfluence The Megaphone The CreativeThe ConnectorThe Face The Reporter The Designer The DefenderThe Neighbor LOW TOUCH HIGH TOUCH
  • 17. 1. The Megaphone: Spread the Word to Their Audience James Sandora Kohler, Director - Global Digital Strategy AdAge July 14, 2014 It generated significantly more engagement than any other content we created #8Ways2Influence
  • 18. 2. The Reporter: On the Ground At Your Event #8Ways2Influence
  • 19. 3. The Face: Spokesperson With An Audience to Activate #8Ways2Influence
  • 20. 4. The Connector: Introduce You on a New Social Platform #8Ways2Influence
  • 21. 5. The Creative: Produce Content with Context #8Ways2Influence
  • 22. 5. The Creative: Produce Content with Context #8Ways2Influence
  • 23. 6. The Designer: Create New Products People Want #8Ways2Influence
  • 24. 7. The Neighbor: Spark Conversation in Your Community #8Ways2Influence
  • 25. 8. The Defender: Crisis Management Amplified Rick Wion McDonald’s, Director of Social Media These are our key customers. These are key influencers for our brand. We need to make sure we’re working with them. #8Ways2Influence
  • 26. Before you approach influencers to get involved, understand what they really care about: #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 28. Very few influencers are in it for the money directly, they are motivated by opportunities and visibility. #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 29. Don’t ask how influencers can help your brand, ask how your brand can help influencers. #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 30. Three key ingredients in a successful influencer pitch: #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 32. Hi Natalie – First off…the ladies at XXXX wanted to send some love for your style blog…we may or may not use it for inspiration sometimes! Just to introduce you to who we are: XXXX is a beach lifestyle boutique from xxxx, California. Although we do carry the larger surf brands, we like to keep the focus on more up-and-coming contemporary brands. We think our fans would really resonate with your style (especially now that you’ve become part of the Volcom community), and would love to work with you on a curated collection, sweepstakes, or maybe just sending over some product from the site. Xxxx has a large following, so it could be a great opportunity to gain some exposure on both sites. Anyway, let me know what you think, or if you have any ideas/questions/etc. Or if you’d rather, we’d love to send you some apparel from the site – just let us know what resonates with your style. Thanks for your time! <name>
  • 33. Hi Natalie. I absolutely love your blog, especially the <insert specific thing>. I’ve got a limited opportunity for style bloggers that I’d like to run past you please. I’m <name>, the Community Manager for XXX, an online beach lifestyle boutique. We’ve been around for 10 years, and have an email list of more than one million customers. We carry the big brands like xxx of course, but also up-and-comers like xxx. Our team at xxx has selected our 9 favorite style bloggers, and of course you made the list. We’d like to send you 3 outfits from our Fall collection. Then after you’ve had a chance to check them out, we’d like to interview you on Skype about which one you like best and why, and then include that video on our Facebook page, where we have 61,000+ fans. It’s a great way to introduce a bunch of new people to <blog name>. We’d like to get the clothes out to you tomorrow, and schedule the video interview on <10 days away>. Can I get your mailing address today please? Also, please let me know if you don’t want to be a part of this program. Thanks! I look forward to working with you. <name> xxxx.com Facebook.com/xxxx
  • 34. HOW Do I Measure If It Works? #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 35. The goal isn’t to be good at social; the goal is to be good at business because of social #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 36. Wherever possible, measure behavior, not aggregation #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 37. Metrics Ladder Up to Business Objectives Awareness Consideration Preference Purchase Loyalty Reach Clicks Sharing Clicks to e-commerce Sharing Views Votes Likes / Follow Conversions to sale Referrals Content Views Data Capture Coupons/ Exclusive Offers User-generated content Brand Study Social Listening Tracking tags Comments Brand Study #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 38. Data Points to Make Decisions #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 39. Influencer Leaderboards determine who to build relationships with Content Engagement provides insights into what resonates with your audience Social Sharing can help you understand where your audience is and what’s worth sharing Using Data to Optimize Performance #8Ways2Influence@jaybaer @jenswartley @tapinfluence
  • 42. Black Box Wine: 50 Bloggers 60 Days Blogs, Facebook, Twitter, Instagram, Pinterest “Always On” Social Content Hub #8Ways2Influence
  • 44. Results. Part Two. 31% Overall pages viewed per visit increased 31% over the same period last year. 56% Overall time on site increased by 56% over the same period one year before. 44% Increase in "share of voice" in June (due to the number of mentions of BBX in blog posts) 223% Increase in positive mentions of BBX. #8Ways2Influence Source: Google Analytics Source: Radian6