Presentation by Julia Cantor, Senior Media Strategist at Engauge.

1. Influencer Marketing:
6 Steps To Gaining The Attention Of Top Brands
@juliacantor #SoCon13

2. Hi! I’m Julia.
Follow me!
@juliacantor
@juliacantor #SoCon13

3. Agenda
• What is influencer marketing?
• The “accidental influencer”
• What are brands looking for in influencers?
• Great campaigns
• Six things you can do NOW to increase your influence
• Questions/answers
@juliacantor #SoCon13

4. What is Influencer Marketing?

5. Influencers Drive Action
• Influence marketing focuses on key
individuals who have the potential to shape
the greater population’s awareness, actions,
and purchase decisions.
• Today, everyone can be a content
producer, so everyone has the ability to
change a brand’s reputation.
@juliacantor #SoCon13

6. Influencers Have a Network of Trust
• Brands have the opportunity to drive
conversation, tap into a network of
trust, activate brand advocates to
generate rich meaningful content,
create online buzz around brands and
products, drive traffic and sales by
cultivating relationships with social
influencers.
@juliacantor #SoCon13

7. Marketers Invest in Influencers
What’s in it for the influencers?
•Unique experiences
•Revenue
•Free products
•“Fame”
… and maybe even dog treats, a free
washer/dryer or a trip to Disney
World (just to name a few)
@juliacantor #SoCon13

8. The “Accidental Influencer”

9. The “Accidental Influencer”
“In February 2001, I launched dooce.com as a place to
write about pop culture, music, and my life as a single
woman. I never expected more than a couple of dozen
people to read it.” – Heather Armstrong @dooce
“I still can’t believe a little online journal to keep me motivated
to get in shape for my wedding day would turn into what it is
today. I thank my lucky stars every single day for the
opportunities that CNC has afforded me.” – Tina
@CarrotsnCake
“We began this little blog, rockstar diaries, a few months
later as a way to share bits and pieces of our little newly
wed life in nyc with family and a few close friends.” –
Naomi @lovetaza
@juliacantor #SoCon13

10. What Are Brands Looking For
In Influencers?

11. Reach, Relevance, Resonance, and Relationship to the Brand
• REACH – network size
• RELEVANCE – topic areas REACH RELEVANCE
• RESONANCE - engagement
• RELATIONSHIP – brand connection
RESONANCE RELATIONSHIP
@juliacantor #SoCon13

12. How Do Brands Find Influencers?
1. Influencer Identification Tools
2. Influencer Networks
3. Self-Identification
4. Organic Research
@juliacantor #SoCon13

13. Great Campaigns

14. Kotex: Women’s Inspiration Day
1 2 3
@juliacantor #SoCon13

15. Food Lion: New Brand Strategy Regional Roll-out
• Identified influencers in small market
areas where Food Lion stores were
refreshed.
• Selected 10 influencers per phase
and mailed them a branded package
and gift card to buy groceries.
@juliacantor #SoCon13

16. Food Lion: New Brand Strategy Regional Roll-out
Results from the 20 Influencers…
• 90 posts on blogs, Twitter and
Facebook. 501,465 targeted
blog impressions. 90% positive,
10% neutral.
• Obtained quality content for
the brand.
@juliacantor #SoCon13

17. 6 Things You Can Do NOW To
Increase Your Influence And
Gain Attention of Top Brands

18. Think About What Brands Are Looking For (the 4 Rs)
1) Expand REACH online
2) Expand REACH offline
3) Increase RELEVANCE to brands
4) Increase RESONANCE through engagement
5) Build strong RELATIONSHIPS with brands
6) Build strong RELATIONSHIPS with influencer
networks
@juliacantor #SoCon13

19. Expand Reach Online
TIPS:
• Be consistent
• Cross-promote to relevant audiences
• Engage in a meaningful way
@juliacantor #SoCon13

20. Expand Reach Online
@socialdivo
@juliacantor #SoCon13

21. Expand Reach Offline
TIPS:
•Grow your network at face-to-face events
•Research opportunities to network
•Develop your elevator speech
@juliacantor #SoCon13

22. Expand Reach Offline
@juliacantor #SoCon13

23. Expand Reach Offline
@juliacantor #SoCon13

24. Increase Relevance To Brands
TIPS:
• Be consistent
• Use categories, tags, pages, hashtags
• Use social channels that match the brand
• Update your descriptions and bio pages
@juliacantor #SoCon13

25. Increase Relevance To Brands
Don’t underestimate your
“About Me” page
Or your social biographies
@juliacantor #SoCon13

26. Increase Relevance To Brands
Let Brands Get To Know
The Real You.
@juliacantor #SoCon13

27. Increase Resonance Through Engagement
TIPS:
• Respond to those who comment on
your posts
• Follow hashtags during tweetups,
meetups, and conferences (before,
during and after)
• Participate in tweetchats and
conversations of interest to find like-
minded people
@juliacantor #SoCon13

28. Increase Resonance Through Engagement
#Foodiechats
@juliacantor #SoCon13

29. Increase Resonance Through Engagement
#Fitfluential
@juliacantor #SoCon13

30. Increase Resonance Through Engagement
“Invite” People
to Engage
@juliacantor #SoCon13

31. Build Strong Relationships With Brands
TIPS:
• Reach out to brands
• Maintain communication with brands
• Consider online and offline communication
• Be prompt
• Be professional
• Respect embargoes
@abcddesigns
@juliacantor #SoCon13

32. Build Strong Relationships With Influencer Networks
Influencer Networks Are
Becoming More and More
Important Over Time
@juliacantor #SoCon13

33. Key Takeaways
• Brands are investing in influencer marketing
• You have the power to become an influencer or
expand your influence
• Enjoy your dog treats and Disney Vacation!
@juliacantor #SoCon13

34. Thank You!
@juliacantor
{keep in touch!}