8 things you can ask influencers to do

8 THINGS INFLUENCERS CAN DO FOR YOU

#8Ways2Influence@jaybaer @jenswartley

JAY BAERPresident, Convince & Convert

@jaybaer

JENNIFER SWARTLEYVP Strategy & Business Dev.,

TapInfluence@jenswartley

WHY INFLUENCERSAre 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 CommunityIs 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

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WHOAre They and How Do I Find Them?

#8Ways2Influence@jaybaer @jenswartley @tapinfluence

REACH RESONANCE

Content Creators Come in All Shapes and Sizes

CELEBRITYSTATUS

QUALITYCONTENT 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

WHATCan I Do With Them?

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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

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2. The Reporter:On the Ground At Your Event

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3. The Face:Spokesperson With An Audience to Activate

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4. The Connector:Introduce You on a New Social Platform

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5. The Creative:Produce Content with Context

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5. The Creative:Produce Content with Context

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6. The Designer:Create New Products People Want

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7. The Neighbor:Spark Conversation in Your Community

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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

BENEFITSSPECIFICS

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.comFacebook.com/xxxx

HOWDo 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 Bloggers60 Days

Blogs, Facebook,Twitter, Instagram,Pinterest

“Always On” Social Content Hub

#8Ways2Influence

Results

Reach

2.3MViews

73kEngagement

5k+$246,361TMV

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