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Working with Influencers - Sparkloft Media
1.
© 2015 Sparkloft
Media Confidential Thanks to our sponsors! WORKSHOP SESSION SPONSORED BY
2.
© 2015 Sparkloft
Media Confidential SHIRT SLEEVE SESSION SPONSORED BY Thanks to our sponsors!
3.
© 2015 Sparkloft
Media Confidential WORKSHOP SESSION SPONSORED BY Thanks to our sponsors!
4.
Working with Influencers: The
Next Big Thing in Social Media Oregon Governor’s Conference 2015
5.
© 2015 Sparkloft
Media Confidential Social Media Strategy Community Monitoring & Management Influence Marketing & Social PR Meetings & Events Sparkloft Media What we do Training & Education
6.
© 2015 Sparkloft
Media Confidential Sparkloft Media The social landscape What is an influencer? Big brands & C. Neistat 7 Wonders tour Brand USA culinary tour Scalable campaigns Influencers for your brand OVERVIEW
7.
© 2015 Sparkloft
Media Confidential THE SOCIAL MEDIA LANDSCAPE Sparkloft Media
8.
© 2015 Sparkloft
Media Confidential
9.
© 2015 Sparkloft
Media Confidential 100,000 titles 3,400,000 books 30,000,000 songs 300 hours uploaded every minute 30,000,000,000 messages / day 1,300,000 apps The beginning of influence
10.
© 2015 Sparkloft
Media Confidential The big picture Brand Brand Messages Content Your Platforms Partner Platforms Influencers Other BrandsAdvocates Social Media Other: -Blogs -Email -Traditional Advertising
11.
© 2015 Sparkloft
Media Confidential WHAT IS AN INFLUENCER? Sparkloft Media
12.
© 2015 Sparkloft
Media Confidential What is an influencer?
13.
© 2015 Sparkloft
Media Confidential What is an influencer?
14.
© 2015 Sparkloft
Media Confidential The beginning of influence
15.
© 2015 Sparkloft
Media Confidential The beginning of influence
16.
© 2015 Sparkloft
Media Confidential Seflies #FTW
17.
© 2015 Sparkloft
Media Confidential The influencer industry
18.
© 2015 Sparkloft
Media Confidential The influencer industry Followers YouTube: 8,500,000 Vine: 556,000 Instagram: 90,000 Salary > $400,000 > $250,000 > $80,000 Influencer Bethany Mota Meagan Cignoli Justin Livingston Avg American 350 Facebook “friends” $44,888.16
19.
© 2015 Sparkloft
Media Confidential The influencer industry Followers YouTube: 8,500,000 Vine: 556,000 Instagram: 90,000 Salary > $400,000 > $250,000 > $80,000 Influencer Bethany Mota Meagan Cignoli Justin Livingston Avg American 350 Facebook “friends” $44,888.16
20.
© 2015 Sparkloft
Media Confidential 90% of consumers trust peer recommendations. Only 33% trust ads. -Nielson Why use influencers?
21.
© 2015 Sparkloft
Media Confidential BIG BRANDS & C. NEISTAT Big brand case studies
22.
© 2015 Sparkloft
Media Confidential YouTube: 523K Instagram: 236K Twitter: 79.4K Big brand case studies
23.
© 2015 Sparkloft
Media Confidential Snapchat
24.
© 2015 Sparkloft
Media Confidential Casey Neistat
25.
© 2015 Sparkloft
Media Confidential Big brand case studies
26.
© 2015 Sparkloft
Media Confidential Big brand case studies
27.
© 2015 Sparkloft
Media Confidential Big brand case studies
28.
© 2015 Sparkloft
Media Confidential Big brand case studies
29.
© 2015 Sparkloft
Media Confidential Recap: •Influencers affect the [purchase] behavior of others. •Social media influencers have targeted followings, fresh content, and a genuine voice. •Influencers make $$$. •Casey Neistat blew off Nike and still created the best branded story ever told. •Marriott is changing the hospitality game. Why influencers? & Big brands
30.
© 2015 Sparkloft
Media Confidential 7 WONDERS 7 Wonders Case Study
31.
© 2015 Sparkloft
Media Confidential 7 Wonders: Getting started
32.
© 2015 Sparkloft
Media Confidential 7 Wonders: Influencer Rubric
33.
© 2015 Sparkloft
Media Confidential 7 Wonders: Influencer Research
34.
© 2015 Sparkloft
Media Confidential 7 Wonders: Influencer Research
35.
© 2015 Sparkloft
Media Confidential 7 Wonders: Instagram
36.
© 2015 Sparkloft
Media Confidential 7 Wonders: Instagram
37.
© 2015 Sparkloft
Media Confidential 7 Wonders: Instagram
38.
© 2015 Sparkloft
Media Confidential 7 Wonders: Instagram
39.
© 2015 Sparkloft
Media Confidential THE BRAND USA CULINARY TOUR Brand USA Case Study
40.
© 2015 Sparkloft
Media Confidential US “Food”?
41.
© 2015 Sparkloft
Media Confidential INSTAGRAM Followers Tiered ranking: 7K+, 15K+, 25K+, 50K+, 75K+ Frequency of Posts Post Quality and Diversity Photography & Captions Total/Avg. Engagement Quality Interactions Types of comments & interactions from followers Brand USA: Rubric Criteria
42.
© 2015 Sparkloft
Media Confidential Brand USA: Rubric Criteria
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© 2015 Sparkloft
Media Confidential London Source: Sparkloft Media As a chef and world traveler, Tess “The ‘YES’ Chef” knows a thing or two about food. She loves to try out new recipes and share her passion for healthy eating, travel and style with her followers. On Instagram, Tess’ food journey comes to life through striking photos of beautiful dishes and colorful ingredients. She showcases not just the food on the plate but the people and places who make those flavors come to life. 17.3K followers INFLUENCE @tesswardchef Brand USA: Sample Influencer
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Media Confidential Partners: Historic Hotels of America, Destinations California Seasonal Oregon & Hawaii Adventure Texas Culture Missouri & Louisiana Traditions Kentucky & South Carolina Pairings Massachusetts, Charlotte Harbor, The Gulf Islands, Beaches of Fort Myers & Sanibel Localvore Brand USA: Partners & themes
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Media Confidential Brand USA: Planning
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Media Confidential SCALABLE CAMPAIGNS Scalability
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Media Confidential Smaller campaign ideas
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Media Confidential Smaller campaign ideas
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Media Confidential INFLUENCERS FOR YOUR BRAND Influencers + you
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Media Confidential Step 1: Research
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Media Confidential Step 1: Research
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Media Confidential Step 1: Research
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Media Confidential Step 2: Outreach Influencer Agent Social Media Website Form Email Address Social Media Website Form Email Address Email Outreach Pitch Contract Negotiation Welcome Messages Tour Email Outreach
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Media Confidential Step 2: Outreach
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Media Confidential Step 2: Outreach
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Media Confidential Step 2: Outreach
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Media Confidential Step 3: Plan
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Media Confidential Step 4: Activate The influencers are here! #BestDayEver
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Media Confidential Step 4: Activate WELCOME TO OREGON! We look forward to seeing your photos and stories while you’re in Oregon. If you tag us in your content we will make sure to share and start a social conversation with you. Here is where you can find us: Hello, we’re so happy you came to visit us! We hope you’ll share your Oregon adventures through social media. Have an Oregon question? Ask our 15 experts! Tag tweets #askOR to get the inside scoop on everything Oregon. How can you engage with us? #askOR Document and share your adventures anywhere in the state using #TravelOregon on your Instagram photos. facebook.com/traveloregon @TravelOregon @TravelOregon The gorgeous Latourell Falls in the #ColumbiaRiverGorge. Snap a photo to engage with Travel Oregon on We Chat! #TravelOregon The Oregon Coast is beautiful from every angle!
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Media Confidential Step 4: Activate
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Media Confidential Step 5: Reactivate
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Media Confidential Step 5: Reactivate
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Media Confidential Step 6: Measure it Iconosquare.com
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Media Confidential Step 6: Measure it Keyhole.co
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Media Confidential Step 6: Measure it
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Media Confidential Step 6: Measure it
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Media Confidential The end! Recap: •Step 1: Hire Casey Neistat. •Plan B: Research Outreach Plan Activate Reactivate Measure
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Thank You! Jaclyn Osterloh Sparkloft
Media @jaclynemily89 Questions?
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