9.28.16 adpr4300 influencers
Post on 15-Apr-2017
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TAPPING INTOINFLUENCER MARKETINGBecause it’s all about what the cool kids are doing.
ABI GILMAN // @ABIGILMANSocial Strategy Manager @ Bon-Ton // Adjunct Professor @ Marquette // Busy Bee // Coffee Addict // Adventurer // Recent Vinyl Collector
WHAT’S ON DECKI’m excited to be here tonight! Here's whats on the menu.
MEET BON-TON
Our nameplates, our history, our brand.
OUR SOCIAL APPROACH
No, we don’t just tweet & pin all day. There’s a little
more to it.
INFLUENCER CHALLENGE
30 minute workshop: Research and create an
influencer strategy as a team.
PITCH YOUR PEEPS
Show me what you’ve got! Your turn to take the lead.
! " #
@ABIGILMAN // #LIFEATBONTON
MEET BON-TONWe may be over 150 years old, but we still love a great pair of shoes and a good sale.
MEET BON-TONBERGNER’S BOSTON STORECARSON’SELDER-BEERMANHERBERGER’SYOUNKERS
@ABIGILMAN // #LIFEATBONTON
Bergner’s
Herberger’s
Boston Store
Carson’s
Younkers
Elder-Beerman
Bon-Ton
@ABIGILMAN // #LIFEATBONTON
OUR HISTORY We're proud of how far we've come. This is where it all began...
1854
Carson’s founded
1856
Younkers founded
1883
Elder-Beerman founded
1889
Bergner’s founded
1897
Boston Store founded
1898
Bon-Ton founded
1926
Herberger’s founded
@ABIGILMAN // #LIFEATBONTON
OUR SOCIAL APPROACHDoing everything 7 times isn't a disadvantage, it just means copy & paste are our best friends.
OMNI-CHANNEL INTEGRATIONWe aim to create synergy between our social channels for a seamless customer experience.
@ABIGILMAN // #LIFEATBONTON
TAPPING IN AT THE RIGHT TIME
CONSUMER
DECISIONJOURNEY
Initial Consideration Set
Post-Purchase Experience
Active Evaluation Stage
Moment of Purchase
INFLUENCER MARKETINGIt’s not just for the Kardashians…
WHY INFLUENCER MARKETING?
@ABIGILMAN // #LIFEATBONTON
70% of Internet users want to learn about a product
through content rather than traditional advertising. - Salesforce
WHY INFLUENCER MARKETING?
@ABIGILMAN // #LIFEATBONTON
2X the sales of paid advertising is generated by “marketing induced consumer-to-consumer
word of mouth” - McKinsey
WHY INFLUENCER MARKETING?
@ABIGILMAN // #LIFEATBONTON
59% of marketers will increase influencer marketing
budgets in 2016. - Social Media Today
IT’S KINDA A BIG DEAL RIGHT NOW
@ABIGILMAN // #LIFEATBONTON
EARNED VS. PAID INFLUENCERS
@ABIGILMAN // #LIFEATBONTON
Earned Influencers Organic, unpaid relationships
with customers who are natural brand advocates.
Paid Influencers Solicited and paid relationships with influencers who promote
a brand or it’s products.
MICRO + MACRO INFLUENCERS
@ABIGILMAN // #LIFEATBONTON
THE CHALLENGE
@ABIGILMAN // #LIFEATBONTON
Break up into groups and research 5 influencers - 2 macro + 3 micro - to help increase brand awareness + drive sales one of the following categories:
Plus Size Women’s Apparel
Beauty Tutorials Active / Fitness - Women’s
Home + Lifestyle + Cooking
You’ll have 30 minutes to complete this exercise and will present your recommendations to the class.
PITCH YOUR PEEPSYour turn to take the stage. Share with the class the influencers you selected to represent your category.
ARIANA MOSHREF // @ARI_MOSHREFSocial Media Marketing Intern @ Bon-Ton // Senior @ Marquette // Book Worm // Style Maven // Instagram Addict // Wine Connoisseur
4 TIPS FOR SOCIAL MEDIA INTERNS
1. speak up. 2. leave your expectations at home. 3. pay attention and listen. 4. it's not all about your brand, all the time.
@ARI_MOSHREF // #LIFEATBONTON
4 THINGS I LEARNED
1. it’s ok to mess up. 2. some things can't be taught in the
classroom. 3. think beyond your to-do list. 4. don't compare yourself to other's progress
@ARI_MOSHREF // #LIFEATBONTON
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