working with influencers - sparkloft media
Post on 16-Jul-2015
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© 2015 Sparkloft Media Confidential
Social Media
Strategy
Community Monitoring &
Management
Influence Marketing &
Social PR
Meetings & Events
Sparkloft Media
What we do
Training & Education
© 2015 Sparkloft Media Confidential
Sparkloft Media
The social landscape
What is an influencer?
Big brands & C. Neistat
7 Wonders tour
Brand USA culinary tour
Scalable campaigns
Influencers for your brand
OVERVIEW
© 2015 Sparkloft Media Confidential
100,000 titles
3,400,000 books
30,000,000 songs
300 hours uploaded every minute
30,000,000,000 messages / day
1,300,000 apps
The beginning of influence
© 2015 Sparkloft Media Confidential
The big picture
Brand
Brand Messages
Content
Your Platforms Partner Platforms
Influencers
Other BrandsAdvocates
Social Media
Other:
-Blogs -Email -Traditional Advertising
© 2015 Sparkloft Media Confidential
The influencer industry
Followers
YouTube: 8,500,000
Vine: 556,000
Instagram: 90,000
Salary
> $400,000
> $250,000
> $80,000
Influencer
Bethany Mota
Meagan Cignoli
Justin Livingston
Avg American 350 Facebook “friends”
$44,888.16
© 2015 Sparkloft Media Confidential
The influencer industry
Followers
YouTube: 8,500,000
Vine: 556,000
Instagram: 90,000
Salary
> $400,000
> $250,000
> $80,000
Influencer
Bethany Mota
Meagan Cignoli
Justin Livingston
Avg American 350 Facebook “friends”
$44,888.16
© 2015 Sparkloft Media Confidential
90% of consumers trust peer recommendations. Only 33% trust
ads.
-Nielson
Why use influencers?
© 2015 Sparkloft Media Confidential
YouTube: 523KInstagram: 236KTwitter: 79.4K
Big brand case studies
© 2015 Sparkloft Media Confidential
Recap:
•Influencers affect the [purchase] behavior of others.
•Social media influencers have targeted followings, fresh content, and a genuine voice.
•Influencers make $$$.
•Casey Neistat blew off Nike and still created the best branded story ever told.
•Marriott is changing the hospitality game.
Why influencers? & Big brands
© 2015 Sparkloft Media Confidential
Followers Tiered ranking: 7K+, 15K+, 25K+, 50K+, 75K+
Frequency of Posts
Post Quality and Diversity Photography & Captions
Total/Avg. Engagement
Quality Interactions Types of comments & interactions from followers
Brand USA: Rubric Criteria
© 2015 Sparkloft Media Confidential
London Source: Sparkloft Media
As a chef and world traveler, Tess “The ‘YES’ Chef” knows a thing or two about food. She loves to try out new recipes and share her passion for healthy eating, travel and style with her followers.
On Instagram, Tess’ food journey comes to life through striking photos of beautiful dishes and colorful ingredients. She showcases not just the food on the plate but the people and places who make those flavors come to life.
17.3K followers
INFLUENCE
@tesswardchef
Brand USA: Sample Influencer
© 2015 Sparkloft Media Confidential
Partners: Historic Hotels of America, Destinations
California Seasonal
Oregon & Hawaii
Adventure
Texas Culture
Missouri & Louisiana Traditions
Kentucky & South Carolina
Pairings
Massachusetts, Charlotte Harbor, The Gulf Islands,
Beaches of Fort Myers & Sanibel Localvore
Brand USA: Partners & themes
© 2015 Sparkloft Media Confidential
Step 2: Outreach
Influencer
Agent
Social Media Website Form Email Address
Social Media Website Form Email Address
Email Outreach
PitchContract
NegotiationWelcome Messages
Tour
Email Outreach
© 2015 Sparkloft Media Confidential
Step 4: Activate
WELCOME TO OREGON!
We look forward to seeing your photos and stories while you’re in Oregon. If you tag us in your content we will make sure to share and start a social conversation with you. Here is where you can find us:
Hello, we’re so happy you came to visit us! We hope you’ll share your Oregon adventures through social media.
Have an Oregon question? Ask our 15 experts! Tag tweets #askOR to get the inside scoop on everything Oregon.
How can you engage with us?
#askOR
Document and share your adventures anywhere in the state using #TravelOregon on your Instagram photos.
facebook.com/traveloregon
@TravelOregon
@TravelOregon
The gorgeous Latourell Falls in the #ColumbiaRiverGorge.
Snap a photo to engage with Travel Oregon on We Chat!
#TravelOregon
The Oregon Coast is beautiful from every angle!
© 2015 Sparkloft Media Confidential
The end!
Recap:
•Step 1: Hire Casey Neistat.
•Plan B:
Research
Outreach
Plan
Activate
Reactivate
Measure
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