Powerpoint from Marissa Pick's discussion from ClickZ New York on Authority, Impact, and the Future of Influence Marketing: http://bit.ly/1DAz93o

1. March 30 – April 1, 2015
#CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers
@MarissaPick

2. March 30 – April 1, 2015
#CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers

3. March 30 – April 1, 2015
#CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers

4. • 74% of consumers rely on social media to inform
their purchasing decisions (Source: ODM Group)
• 90% of consumers trust peer recommendations.
Only 33% trust ads. (Source: Nielsen)
Let the Stats Talk

5. The Four Rules of Influencer Marketing
Rule #1
Rule #2
Rule #3
Rule #4
Popularity Does Not Equal
Influence
To be Influential, a person
has to be actively writing
on topics that matter to
your audience
To Be influential, a person
has to have authority
Influencers Drive Action

6. Stats: @griernash: 17 Years Old
2 Billion + Vine Loops
11.3 Million Vine Followers
Daily Dot estimates that between Twitter, Vine, and YouTube posts Grier speaks
to more than 14 million fans.
Grier's team "confirmed that major brands will pay the star between
$25,000 to $100,000 to plug their products" in his vines

7. Cost Per Tweet CPT
Kim Kardashian: $10,000
Snoop Dogg: $8,000 per tweet.
Charlie Sheen: $50,000

8. • Platforms like Instagram and YouTube have led to the rise of
a new generation of influencers that have amassed huge
followings on niche subject matters such as fashion, beauty,
and food.
• Michelle Phan started a series of YouTube videos featuring
simple make-up demonstrations & tutorials. With over 7
million followers she has become a cosmetics authority that
many consumers have come to trust
• L’Oreal co-branded a cosmetic line with her, and she
launched EM (her own brand!)
Why Care?

9. A research study by Nielsen showed that buyers
trust experts and influencers over branded
content.
According to the report, here’s how influencer
content performed over branded content:
88% Lift in Brand Familiarity
50% Lift in Brand Affinity
38% Lift in Purchase Intent

10. The Different Roles Content Can Play

11. Be honest and clear on what a piece of content can actually do. If
there isn’t a direct link to sales in the content, it can’t be
measured solely on sales.
For example, the Dumb Ways to Die campaign in Australia raised
awareness around rail safety. However they also managed to
extend the campaign to an app, and sales came from the ever-so-
catchy tune generating $50 million+ in media value alone

12. The perfect outreach campaign has to start with a concise set
of goals. Without them, it's impossible to measure success,
as well as define a stable
The purpose of the influencer outreach plan may be to get an
influencer to become a brand advocate, write for your blog,
or vouch for your brand credibility or content. Begin by
defining concise targets.
Have various KPIs for a variety of social media platforms. After
all, these platforms are different from one another; the
approach to each one is going to be different, as will what
goal is better suited for each one.

14. FollowerWonk

16. Twitter Analytics (analytics.twitter.com)

17. Utilize Twitter Lists

18. Buzzumo

19. LinkedIn Influencer Program

20. Topsy

21. Klout

22. • Influencer outreach may start through various means, and it's
important to select the way which possesses a high success
possibility and good conversion rate.
• Be socially active on these channels, and you will be one step
closer to the influential audience.
• Remember that outreach will thrive on both perseverance and
patience at each of these 3 stages: recruit; initialize and grow
your relationship; then nurture.

23. • DO: acknowledge a social mention, which includes retweets,
with a 'Thanks'; occasionally, if you're able to improvise a way
of expressing this appreciation, it may be a good way of
getting attention.
• Don’t: think you're able to hashtag your way to being
successful. Concentrate more on quality instead of quantity: At
the most, two to three hashtags ought to be enough to sustain
relevancy.
• Do: Watch trending topics inside your targeted community and
accordingly apply hashtags.

24. Make sure that your outreach is relevant. Take time to research
your target influencers interests. Read their about page and last
few posts to find out who they are and what they like--take time
to leave a comment on an article as a real person while you are
researching.
Engage on social media by sharing an article and providing an
opinion or thought on something they have recently posted. Try to
engage in a conversation at this point--once you have done that,
the hooks are firmly in.

25. Once you have built that initial
conversation pitch free it is
time to turn to email. Spend
time to tailor the opening
paragraph of your email based
on what you have learned
about them during your
research & also don't forget to
mention your conversation with
them on whichever social
channel it took place on.