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The Rise of the Creative Social Influencer (and How to Become One)

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Presented at FITC Toronto 2019
More info at www.fitc.ca/toronto

Lindsay Munro
Adobe XD

Overview
Your social network could be more valuable than the work you’re doing today, because it could (and should) lead to the opportunities you get tomorrow. Your next post could result in your next recommendation, job, collaboration, exhibit, and next level experience.

In this session, you’ll learn how to hone and build your online social media presence to attract brands and engage in the modern-day endorsement deal. Get a behind-the-scenes perspective on the things brands look for in creative profiles and the rules of engagement.

Objective
Teach the ins and outs of what it means to be a creative social influencer.

Target Audience
Creatives looking to up level their social media presence and strike brand partnerships.

Things Audience Members Will Learn
How to set yourself up for “success” on social media
The importance of working with the right brands
Figuring out compensation and negotiating contracts
The ins and outs of disclosure and liability
How to not mess it up

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The Rise of the Creative Social Influencer (and How to Become One)

  1. 1. THE RISE OF THE CREATIVE [SOCIAL INFLUENCER] and how to become one
  2. 2. @lindsaymunro adobe.ly/xd Social Media Strategist
  3. 3. Work Stuff engaging content and campaigns that are social first Blog Content World Interaction Design Day Wireframe Podcast Influencer Programs
  4. 4. The eyeroll followed by a groan
  5. 5. The eyeroll followed by a groan The look of total confusion
  6. 6. The eyeroll followed by a groan The look of total confusion Interest in how to become an influencer
  7. 7. THE EYEROLL FOLLOWED BY A GROAN
  8. 8. THE LOOK OF TOTAL CONFUSION
  9. 9. An individual who has accumulated a mass, engaged social following due to the content they create and their consistent activity on social media.
  10. 10. INTEREST IN HOW TO BECOME AN INFLUENCER
  11. 11. Talented Hardworking Inspirational work Community engagement Large social following
  12. 12. Your network... is your next recommendation is your next job should extend to the digital realm should be connected to your brand – personal or professional
  13. 13. Overview 01 02 03 04 05 06 Setting Yourself Up for Success: The Basics Build Your Audience Stay Authentic: Choose Partners & Briefs Carefully Compensation: Contracts & Negotiation Stay Above Board: Disclosure Don’t Mess It Up
  14. 14. SETTING YOURSELF UP FOR SUCCESS: THE BASICS
  15. 15. Goal Objectives Strategy Audience Tactics Budget Measurement Social Strategy Framework
  16. 16. 19 Goal Objectives Strategy Audience Tactics Budget Measurement
  17. 17. Goal Objectives Strategy Audience Tactics Budget Measurement
  18. 18. Goal Objectives Strategy Audience Tactics Budget Measurement
  19. 19. Goal Objectives Strategy Audience Tactics Budget Measurement
  20. 20. Goal Objectives Strategy Audience Tactics Budget Measurement
  21. 21. Goal Objectives Strategy Audience Tactics Budget Measurement
  22. 22. Goal Objectives Strategy Audience Tactics Budget Measurement
  23. 23. Most likely Least likely Choose the right channels
  24. 24. Don’t be a bot, complete your profile Recognizable profile picture Location Link to website Include call to action
  25. 25. Pick the right username Easy to spell, type, and repeat Avoid: Underscores Difficult spelling Long handles
  26. 26. Make it easy to get in touch! don’t bury your contact information • Link to your website/portfolio • Open up your DMs on Twitter • Create an email for fielding different kinds of inquiries • Set boundaries on what you’ll reply to if you’re that popular
  27. 27. cattsmall.com set boundaries
  28. 28. BUILD YOUR AUDIENCE
  29. 29. Show Your Best Work @burnttoastcreative • Be consistent • Stay on brand • Engage!
  30. 30. Optimize for the Platform @creativemints • Scale • Be selective • Cater to algorithm
  31. 31. Cross- promote @thechrishau • Use your network • Get friendly • Coordinate collaborations
  32. 32. Giveaways people love free stuff @morewillie@karenkavett
  33. 33. STAY AUTHENTIC: CHOOSE PARTNERS & BRIEFS CAREFULLY
  34. 34. Brands [should] pick influencers that align with their goals and values. Influencers [should] work with brands that align with their goals and values. @swopes
  35. 35. Reaching out to brands proactively build relationships Reach outCreate great contentGet on their radar! Tag your posts appropriately with product handles and branded hashtags Create great content showcasing why you’d make a great partner When you’re ready, send the brand a note pitching why you’d make a great partner
  36. 36. Brand Ready Influencers too good to not engage @xopixel@foreverdansky
  37. 37. Create content that fits your brand and adds value to your audience. @homsweethom
  38. 38. COMPENSATION: CONTRACTS & NEGOTIATION
  39. 39. Compen$ationcontracts and negotiation Fine print Usage and ownership rights Understand the non- compete and how it applies Turnaround time Fees What is the work worth? What’s your network worth? What is working with this brand worth to you? Talk it out Know your value Keep your ego in check Stay in communication
  40. 40. 43 Compen$ationcontracts and negotiation Fine print Usage and ownership rights Understand the non- compete and how it applies Turnaround time Fees What is the work worth? What’s your network worth? What is working with this brand worth to you? Talk it out Know your value Keep your ego in check Stay in communication
  41. 41. STAY ABOVE BOARD: DISCLOSURE
  42. 42. The Ins and Outs of Disclosure Canada Influencer engagements are regulated and enforced by Canada’s Competition Bureau USA Influencer engagements are regulated and enforced by the Federal Trade Commission (FTC) #______Partner #ad #sponsored #paid
  43. 43. DON’T MESS IT UP
  44. 44. Tips for success... don’t do anything wildly out of character without warning dance with the brand that brought you feedback doesn’t need to be the F-word
  45. 45. Thank You Lindsay Munro Adobe Toronto, ON @lindsaymunro linkedin.com/munrol lindsaym@adobe.com

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