How to Win Friends and Influence Influencers

Hannah Butcher
Content Camino
How to Win Friends & Influence…
Influencers
@HannahFButcher
https://www.slideshare.net/HannahWarder

“Unbelievable.”
http://bit.ly/2BUttGW @HannahFButcher

“Just had a brand cancel a
collaboration because my new
site, launched only 48hrs ago,
doesn't yet have a high DA
ranking. How ruddy short
sighted and ignorant.”
- Hayley Hall
http://bit.ly/2BUttGW @HannahFButcher

Influencers
are savvy.
@HannahFButcher#BrightonSEO

Are you?

Brand
Reputation

“A brand
contacted me…”

“A brand contacted
me…”
Work in SEO?
Work in PR?
Work in social media?

It’s all the same
when it comes
to outreach.

Brand Reputation
How easily can it be
damaged?

An influencer pays to
stay at a luxury B&B.
Whilst there, she
takes a selfie...
@HannahFButcherhttp://bit.ly/2C744tX

She shares her
photo on
Instagram

She tags brands
of the clothes &
accessories she’s
wearing@HannahFButcherhttp://bit.ly/2C744tX

She also takes a
photo of her
breakfast

…

She’s then accused of
for doing a photo shoot in
the hotel without permission
Breaking the law

What happens
next?

The hotel publicly tweets
about her.
They get others to
comment on her
Instagram.

The influencer,
Estee, shares her
experience with her
followers.

Her network is
outraged.
270k
733k

“Your comments are
disgraceful and so
embarrassing for
you.”
- Laura Pearson-Smith
@HannahFButcherhttp://bit.ly/2CsYzl3

“Avoid staying at The
Reading Rooms in
Margate at ALL costs.
What a bunch of bitter,
childish b!tches..”
- Francesca
@HannahFButcherhttp://bit.ly/2EzGm7f

The brand
apologises

(to an extent).

They say they
have a lot to learn

(no sh!t).

Sadly I can’t show
their reply to you now.
They’ve deactivated
Twitter.

A food blogger tweets
about Byron on a visit
to Union Square in
Aberdeen.
@HannahFButcherhttp://bit.ly/2CHDMKJ

A food blogger in
tweets about
Byron on a visit to
Union Square in
Aberdeen.

Pretty normal
activity for a food
blogger?

“Er r u the same champion
of the independents or just
another blogger with ur
nose in the trough of the
big guys??”
- Nick Nairn

“Er r u the same
champion of the
independents or just
big guys??”
- Nick Nairn
http://bit.ly/2CHDMKJ @HannahFButcher
(Burn.)
#BrightonSEO

“Er r u the same champion
of the independents or just
big guys??”
- Nick Nairn

“Are you telling me you
never eat in a chain
restaurant?! 🤔”
- Claire Jessiman

“Not if I can't help it. You
bang on about being the
friend of independents yet
you are constantly are
enthralled by chains.
Hypocrisy of the worst type.”
- Nick Nairn

What happens
next?

One of Claire’s
followers makes the
point that he works
for a chain hotel.

He makes a reply
thread the following
day.
@HannahFButcherhttps://bit.ly/2uNFSK6

He apologises

(to an extent).

But only for his
tone, not the
sentiment.

He begins:
“Last night after a long
difficult day in Abdn and 3
½ hours on the a90…”
- Nick Nairn

http://bit.ly/2CHDMKJ @HannahFButcher
(Get the violins out.)

He adds:
“The moral – don’t tweet
when stressed, tired and
cross.”
- Nick Nairn

True, but…
#BrightonSEO @HannahFButcher

He still ends up
sounding like one
of these:
#BrightonSEO @HannahFButcher

Do you need to know
about influencer
marketing?
Brand Reputation

Yes.@HannahFButcher#BrightonSEO

These stories are
proof of that.

What happens when
you have a change of
heart?
Brand Reputation

What if the B&B
wanted to work
with influencers in
the future?

What if the
restaurant
wanted a review
in the future?

Oops.

It’s not unreasonable to
think that influencers
could become MORE
influential over time.

BBC Radio Scotland
Kitchen Cafe & Out for
The Weekend
Sainsbury's Magazine
Daily Record
Claire Jessiman does more than
write on her blog:

Are you on course to
alienate influencers?
Brand Reputation

Examples from
these stories:

Ignorance

Ignorance
Rudeness

More examples:

Mass mailing

Mass mailing
Non responsive

Mass mailing
Not responding“Unbelievable.”
“Just had a brand cancel a collaboration because
my new site, launched only 48hrs ago, doesn't yet
have a high DA ranking. How ruddy short sighted
and ignorant.”
- Hayley Hall
http://bit.ly/2BUttGW
@HannahFButcher
@HannahFButcher

Mass mailing
Non responsive
Single minded

What can we
learn?

How to:
Target
Influencers

A good fit?

Let them
come to you

“We are TOTALLY
influencer friendly & often
wish we were approached
more by you lovely lot!”
- Pastille Leeds
@HannahFButcherhttps://bit.ly/2pHIjJ6

“The work you do is
invaluable to us & gets us
far better reach than any
‘conventional’ paid
advertising.”
- Pastille Leeds
@HannahFButcherhttps://bit.ly/2pHIjJ6

Observe more
than metrics

Check they’re
authentic

How to:
Introduce
Yourself

Agency?
Social media
SEO
PR
#BrightonSEO

How to:
Outline
Expectations

Project
status?

What’s
required?

Be realistic

Ask for
feedback

Agree on
terms

How to:
Make Things
Formal

“I have worked with
the most AWFUL
brand for the last 6
months.”
- Vix Meldrew
@HannahFButcherhttps://bit.ly/2pFE9S2

“They have treated me
like absolute shit, have
had SO MUCH work from
me and are now
withholding payment.”
- Vix Meldrew

“Sure I could ruin them
on social media, but I
don’t want to sink to
that level.”
- Vix Meldrew

Make a
contract!

Be clear on
payment terms

Remember it’s
INCOME not just
client budget

Don’t make a
habit of paying
influencers late

Now you
can be too.

Thank you
for listening!

How to Win Friends and Influence Influencers

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