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Andrea Henry - www.mtomconsulting.com - @staertow

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#modeveast

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§  Partnering with key influencers to co-create digital content that is engaging and meaningful to consumers

§  Celebrity endorsement, contextual storytelling, link building, Twitter chats, etc.

§  Part of a comprehensive user acquisition strategy §  Ignore Influencer Marketing at your peril

“A Brand is no longer what we tell the customer it is, it is what customers tell each other it is.” Scott Cook, CEO, Intuit

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It’s not just about “Likes”

•  To drive brand awareness and traffic to your site, event or app

•  To test features, price points and get to know the target market

•  To broadcast news – leverage celebrity recommendations

•  Content creation •  To answer customer

questions

Consumer preferences

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Create a sponsored post that is not a commercial, grabs the reader, and keeps him or her coming back?

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Find the right bloggers and make it authentic and personal

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§  Post is about EasyPaint, in the context of the author’s emotional journey to move her Mom to an Assisted Living Facility – hardly a commercial

§  Results- §  Excellent ROI in terms of new

jobs posted

§  Material increase in painter partners

§  Site traffic doubled for two consecutive days

§  Meaningful increase in FB likes

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q  BEFORE q What are your goals? q Craft messaging (used to

inform bloggers). q What’s the offer or Call to

Action? q What incentive can you offer? q What does success look like? q Metrics? Check out 3rd party

platform options. q Identify potential bloggers q Clearly communicate your

expectations and compensation

q Finalize bloggers

q  DURING q Confirm proper disclosures

are in place q Share the content q Monitor comments q Respond q How many contest entries do

you have?

q  AFTER q Measure results q Fulfill contest prize q Pay blogger q Share winner information q Integrate the content into your

marketing q Email and re-target

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•  Calls out a benefit over traditional methods

•  Solves a problem

•  Includes call to action with incentive

•  Point to monetization events for positive ROI

As seen on

Mom Advice

12/11/13

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•  Two way dialogue with readers

•  Peer validation & recommendation

•  Proven awareness driver: several commenters said “I never knew this existed”

Reader comments

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§  Enticing and true to goals

§  Use tools like Rafflecopter to layer in secondary benefits such as email capture, Facebook likes etc.

§  Make sure you use a mobile-friendly link when promoting!

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•  Establish baseline and target success metrics in advance

•  Track posts, clicks, shares, tweets, and comments by platform

•  Track true impressions and engagement by influencer

•  Track number of emails captured, increase in social media following, downloads, etc.

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•  Website UVs – but not only UVs

•  Content relevance

•  Post frequency

•  Audience date

•  Content quality

•  Audience engagement

•  Ask questions- what’s included? What’s expected? Compensate accordingly.

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•  Get to know the influencers in your target market

•  Encourage them to be authentic

•  Transparency is important- a sponsored post MUST be called out

•  Give credit where due

•  Think “always on” – check the comments and social chatter frequently and respond!

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§  Incorporate influencer marketing

§  Work the checklist

§  Feed content into your brand assets

§  Keep up with your tribe