how to do influencer marketing right
TRANSCRIPT
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HOW TO DO INFLUENCER MARKETING RIGHT
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#UnderTheInfluence
HI! NICE TO MEET YOU!
Russell Wilde Jr. works on the product strategy and operations team for Julius, an influencer marketing software for brands and agencies. He also is the
president of Front Office Sports, a website devoted to sharing news and information about the sports
industry with students and young professionals. To contact him, email '[email protected]’ or follow
him on Twitter at @RussWildeJr.
RUSSELL WILDE Product Strategy and Operations, Julius
@RussWildeJr
Brittni Kinney is a client engagement specialist at Influence & Co., a content marketing agency that
specializes in creating engaging content that fuels companies’ content marketing efforts and positions their key employees as influencers in their industries. Influence & Co. was named to Forbes’ Most Promising Companies in America
list and #239 on the 2016 Inc. 500.
BRITTNI KINNEY Vice President, Influence & Co.
@BkBlackandGold
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#UnderTheInfluence
SO WHAT ARE WE GOING TO TALK ABOUT TODAY?
PART ONE - INTRODUCTION
Pairing the Right Influencer for Your Brand The “Mega-Influencer” Distraction
PART THREE - INFLUENCER MARKETING OBSTACLES
PART TWO - WHY INFLUENCER MARKETING IS EFFECTIVE
PART FOUR - HOW TO NAIL INFLUENCER MARKETINGEstablish Your Presence as a Thought Leader Invest In Your Influencer Relationships Hiring an Influencer Management Team
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INTRODUCTIONPART ONE
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#UnderTheInfluence
HOW TO DO INFLUENCER MARKETING RIGHT
INTRODUCTION
▸ Millennials have surpassed baby boomers as the largest group of consumers.
▸ What matters to Millennials? Authenticity. It is their second biggest motivator for choosing brands to support.
▸ 1 percent of millennials states that a compelling ad influences them
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WHY INFLUENCER MARKETING IS EFFECTIVE
PART TWO
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#UnderTheInfluence
HOW TO DO INFLUENCER MARKETING RIGHT
WHY INFLUENCER MARKETING IS EFFECTIVE
‣ It relies on authenticity and transparency and, most importantly, the ability to appear trustworthy. Your marketing materials shouldn’t feel like marketing materials; they should feel more like a conversation built on the fundamentals of trust.
‣ Achieving trust will help your brand resonate with your key audiences so that they will become lifelong advocates.
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#UnderTheInfluence
HOW TO DO INFLUENCER MARKETING RIGHT
WHY INFLUENCER MARKETING IS EFFECTIVE‣ Working with influencers can fulfill many different goals for
your brand:
- Brand awareness: Influencers can help you reach a wider audience and educate them about your brand
- SEO: When other, high-traffic sites link to your site, it increases your search results
- Reliability: Having an outside entity endorse you makes your brand/product look more reliable and trustworthy
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INFLUENCER MARKETING OBSTACLES
PART THREE
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#UnderTheInfluence
HOW TO DO INFLUENCER MARKETING RIGHT
INFLUENCER MARKETING OBSTACLES
▸ Pairing the right influencer for your brand
▸ The last thing you want to do is join forces with an influencer who doesn’t have much influence in your industry.
▸ The “mega-influencer” distraction
▸ Just because someone may be considered a “mega-influencer” doesn’t mean you should seek him or her out for your brand.
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HOW TO NAIL INFLUENCER MARKETING
PART FOUR
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#UnderTheInfluence
HOW TO DO INFLUENCER MARKETING RIGHT
HOW TO NAIL INFLUENCER MARKETING
▸ Establish your presence as a thought leader
▸ Invest in your influencer relationships
▸ Hire an influencer management team
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ESTABLISH YOUR PRESENCE AS A THOUGHT LEADER
HOW TO NAIL INFLUENCER MARKETING
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HOW TO DO INFLUENCER MARKETING RIGHT
ESTABLISH YOUR PRESENCE AS A THOUGHT LEADER▸ A big part of getting your brand on
the radars of influencers is building your own influence first.
▸ Invest in your content footprint by creating content for your brand and personal brand. Seek out columns and pitch articles to publications that target your audiences.
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INVEST IN YOUR INFLUENCER RELATIONSHIPS
HOW TO NAIL INFLUENCER MARKETING
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#UnderTheInfluence
HOW TO DO INFLUENCER MARKETING RIGHT
INVEST IN YOUR INFLUENCER RELATIONSHIPS
▸ An influencer relationship shouldn’t be seen as a “one-night stand.” You want these influencers to return and partner with you in the future, not with your competitors. Invest in the relationship by being advocates for each other continuously.
▸ One-off posts work as far as ROI metrics are concerned, but they’re not ideal. Find influencers who are willing to work with your brand on an evergreen basis.
▸ 77 percent of influencers work with brands as part of an evergreen relationship.
▸ Co-create content that, when viewed, does not seem like a sponsored post.
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Royal Caribbean’s Royal Crush series with AwesomenessTV
“Creators’ House” for Adidas
L’Oreal Beauty squad B2C EXAMPLES
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SalesForce Twitter
British Airways UnGrounded Innovation Lab
IBM Marketing Social Business ProgramB2B EXAMPLES
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HIRE AN INFLUENCER MANAGEMENT TEAM
HOW TO NAIL INFLUENCER MARKETING
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#UnderTheInfluence
HOW TO DO INFLUENCER MARKETING RIGHT
HIRE AN INFLUENCER MANAGEMENT TEAM
▸ Having a team that can focus on outreach will help you build relationships with influencers so that your efforts can see some real results.
▸ Make sure the person running your social media is also keen on your influencer relationships.
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BRITTNI KINNEY Client Engagement Specialist, Influence & Co
@BkBlackandGold [email protected]
RUSSELL WILDE Product Strategy and Operations, Julius
@RussWildeJr [email protected]
QUESTIONS?