working with online influencers and foodies to grow your business

Working with online influencers and foodies to grow your business

• The Tomorrow Lab • Formerly Durham CCC & UTV Media• Eximo Sports Project• Irish Tech News• MSc Marketing

@andijarvis @thetomorrowlab

The Tomorrow Lab

@andijarvis @thetomorrowlab

What is an influencer?

• Someone who is well connected online and is seen as an influential person in a certain industry.

@andijarvis @thetomorrowlab

What is an influencer?

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Source: http://www.traackr.com/faces-of-influence

What is an influencer?ANYONE

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What is an influencer?

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Research!

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Research!

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Research!

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• BIG following does not mean BIG reach• BIG following does not mean BIG engagement• BIG following almost always means BIG cost

Research!

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Reach out with outreach

@andijarvis @thetomorrowlab

• Influencers are human• You are human• Let’s be human about this• Stalk – Interact – Engage

Reach out with outreach

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The good

Reach out with outreach

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The good

Reach out with outreach

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The bad

Reach out with outreach

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The bad

Be realistic

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Be realistic

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• This is a business transaction, treat it as one• Don’t ask for the world and offer nothing in

return• Bloggers talk – they have an awareness of the

value they carry• But do have limits

Trust your product

@andijarvis @thetomorrowlab

Trust your product

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• Don’t try and influence editorial

• If it’s good, they will say it’s good• If it’s bad, they’re often constructive• If it’s awful, they usually don’t write anything

Build ambassadors

@andijarvis @thetomorrowlab

“The chance to work with a brand over a few months rather than just a one off felt more

authentic and more exciting”

• One offs work• But partnerships can drive better value

Measure

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Conclusion

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• Influencers are not miracle workers• It’s not an “on the cheap” marketing strategy• Planning, research and measurement are vital

Conclusion

@andijarvis @thetomorrowlab

@andijarvis@thetomorrowlab