working with online influencers and foodies to grow your business
TRANSCRIPT
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
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What is an influencer?
• Someone who is well connected online and is seen as an influential person in a certain industry.
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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
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• 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
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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
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“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