1. BLOGGERS
PINNERS
INSTAGRAMMERS
TWEETERS
FACEBOOKERS
PHOTOGRAPHERS
STORYTELLERS
CONTENT-CREATORS
MOVERS
SHAKERS
TASTEMAKERS
INFLUENCERS
WE
ARE
CLEVER
GIRLS
KRISTY SAMMIS
kristy@clevergirlscollective.com
originally prepared for Shop.org Summit 2014

2. IT’S 2014.
SOCIAL MEDIA HAS SOLVED ALL
OUR MARKETING PROBLEMS!

3. 85%
(JUST KIDDING)
OF SOCIAL MARKETERS AREN’T SURE
WHICH SOCIAL MEDIA TOOLS TO USE
*Source: Social Media Examiner 2014 Report, 2800 Marketers

4. IT’S NOT THAT EASY
PLATFORMS
CHANGE ALL
THE TIME
*Image Source: HyperboleAndAHalf.com
CREATING CONTENT
AND ENGAGING WITH
CUSTOMERS IS A
GIANT DRAIN ON
RESOURCES
ROI?
ROI?
ROI?

5. BUT YOU’VE GOT A SECRET WEAPON:
INFLUENCER MARKETING
GIVE YOUR BRAND ADVOCATES
THE OPPORTUNITY TO SELL
YOUR STORY

6. YOUR SECRET WEAPON:
INFLUENCER MARKETING
INFLUENCERS DO THIS
FOR YOU
CREATING CONTENT AND
ENGAGING WITH CUSTOMERS IS A
GIANT DRAIN ON RESOURCES
PLATFORMS CHANGE ALL THE TIME
ROI? ROI? ROI?
THE INFLUENCERS
ARE THE EXPERTS
COST-EFFECTIVE
OUTSOURCING,WIN-WIN

7. INFLUENCER MARKETING DRILLDOWN
WHO’S AN INFLUENCER?
HOW DO I FIND HER?
WHAT DO I DO WITH HER?
HOW DO I MEASURE WHAT WE DID?

8. WHO’S AN
INFLUENCER?

9. 80%
OF ALL US HOUSEHOLD
PURCHASING DECISIONS
ARE MADE MY WOMEN
OF WOMEN WHO BLOG HAVE
PURCHASED SOMETHING BECAUSE
A BLOGGER RECOMMENDED IT
71%
92%
OF US WOMEN USE
SOCIAL MEDIA REGULARLY
WHO’S AN INFLUENCER?

10. A WOMAN WHO HAS AN
ENGAGED SOCIAL MEDIA
FOLLOWING:
SHE CAN MOVE
HER AUDIENCE TO
RESPOND AND
TAKE ACTION
WHO’S AN INFLUENCER?

11. HOW DO I
FIND HER?

12. LISTEN TO
THESE
PLATFORMS:
§ BLOGS
§ FACEBOOK
§ TWITTER
§ INSTAGRAM
§ PINTEREST
HOW DO YOU FIND HER?

13. LOOK FOR PROOF OF ENGAGEMENT
§ BIGGEST ISN’T ALWAYS BEST
§ LISTS ARE UNRELIABLE – USE YOUR OWN TOOLS
§ MOST METRICS ARE OUTDATED
QUALITY OVER QUANTITY WINS EVERY TIME
HOW DO YOU FIND HER?

14. CASE STUDY

15. WHAT DO I DO
WITH HER?

16. 3C
APPROACH THIS AS A PROFESSIONAL RELATIONSHIP
COMMUNICATE
CONTRACT
COMPENSATE
WHAT DO I DO WITH HER?

17. COMMUNICATE
SET EXPECTATIONS; THIS IS WHEN YOU
DECIDE WHAT YOU’RE MEASURING
WHAT DO I DO WITH HER?
APPROACH THIS AS A PROFESSIONAL RELATIONSHIP

18. HOW WILL I
MEASURE
WHAT WE
DID?
*FORRESTER RESEARCH WWW.FORRESTER.COM"

19. INFLUENCERS
IN ACTION

20. WHEN DO I USE BLOGGERS?
WHEN YOU WANT TO
CREATE
BRAND CONTENT
§ USER-GENERATED CONTENT YOU CAN SYNDICATE
§ BRAND AWARENESS OR NEW RELEVANCY
§ REVIEWS IN REAL LIFE, DISCOVERABLE & EVERGREEN
§ EXPERT OPINIONS
§ ALTERNATE: COUPON BLOGGERS

21. CCAASSEE SSTTUUDDYY

22. CASE STUDY
THE SEASIDE BAKER

23. WHEN DO I USE
FACEBOOK INFLUENCERS?
WHEN YOU WANT TO
SHARE
BRAND CONTENT
§ SALES OR COUPONS
§ CONTESTS OR GIVEAWAYS
§ AD OR VIDEO DISTRIBUTION

24. CASE STUDY

25. WHEN DO I USE
TWITTER INFLUENCERS?
WHEN YOU WANT
REAL-TIME
ACTION
§ PRODUCT LAUNCHES, STORE OPENINGS
§ FLASH SALES
§ TIE-INS WITH TV PROGRAMMING
§ TWITTER PARTIES
4 HATS FRUGAL

26. 14% INCREASE
IN UNITS SOLD
YEAR-OVER-YEAR
CASE STUDY

27. CASE STUDY
2-HOUR EVENT:
53 MILLION
SOCIAL
IMPRESSIONS

28. WHEN DO I USE
INSTAGRAM INFLUENCERS?
WHEN YOU WANT TO REACH
YOUNG
& FRESH
CONSUMERS
§ BEAUTY AND FASHION
§ PRODUCT LAUNCHES AND SALES

29. CASE STUDY
THE BEAUTY MILK
“an effective advertisement
- I'm ordering some today!”

30. 86%
INCREASE IN
FOLLOWERS
CASE STUDY

31. WHEN DO I USE
PINTEREST INFLUENCERS?
WHEN YOU WANT TO
DRIVE
TRAFFIC
§ RETAILERS
§ RECIPES
§ CRAFTS
§ INTEGRATING WITH BLOG PROGRAMS
(POLYVORE)
I HEART NAPTIME

32. CASE STUDY

33. REMEMBER…
YOUR GREATEST ADVOCATES ARE ALREADY OUT THERE
PUT THE SOCIAL BACK
IN SOCIAL MARKETING:
THAT’S WHERE
THE MAGIC HAPPENS

34. THANK YOU!
KRISTY SAMMIS
FOUNDER, CLEVER GIRLS
@kristysf