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Under the Influence
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
WE ARE ALL UNDER THE INFLUENCE!
@Jessica_Orr @TheTomorrowLab
How…
@Jessica_Orr @TheTomorrowLab
Is the most powerful form of
communication
How…
@Jessica_Orr @TheTomorrowLab
People we trust & value
How…
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr @TheTomorrowLab
What is Influencer Marketing?
@Jessica_Orr @TheTomorrowLab
When an individual leverages their personal brand,
community and influence to promote another brand,
product or business.
@Jessica_Orr @TheTomorrowLab
It is everywhere…
• Social Media
• TV
• Outdoor
• Events
• PR
• Content
@Jessica_Orr @TheTomorrowLab
New?
@Jessica_Orr @TheTomorrowLab
Influencer Marketing
vs
Celebrity Endorsement
@Jessica_Orr @TheTomorrowLab
Don’t hate the Influencer,
Hate the Brand
@Jessica_Orr @TheTomorrowLab
Don’t hate the Influencer…
“Influencer Marketing is a load of “
“I don’t believe in it”
“It’s a fad”
“It’s so fake!”
@Jessica_Orr @TheTomorrowLab
Don’t hate the Influencer…
• It’s a messy & unstructured market
• Lack of understanding
• Sense of dishonesty
@Jessica_Orr @TheTomorrowLab
Your Fyred!
@Jessica_Orr @TheTomorrowLab
Your Fyred!
@Jessica_Orr @TheTomorrowLab
#IHAVEBEENPAIDTOPOST
@Jessica_Orr @TheTomorrowLab
Influencer marketing is
not going away.
@Jessica_Orr @TheTomorrowLab
The Content Creator
• Influencers are Content Creators
• They have Engaged Communities
• They have Invested Time & Effort…even Money!
• They have a Valuable Skill Set
• They are Creatives
@Jessica_Orr @TheTomorrowLab
The Content Creator
Unless your offering has of high commercial/monetary value, then yes
Influencers do deserve to get paid for their collaborations.
@Jessica_Orr @TheTomorrowLab
Hate the Brand
• Lack of understanding & awareness
• Brands want quick wins!
• Lack of time & resource
• LACK OF STRATEGY!
@Jessica_Orr @TheTomorrowLab
Be Strategic
@Jessica_Orr @TheTomorrowLab
Top Tips
• Identify your target audience – Brands need to collaborate with influencers
who are going to resonate
• Do your research!
• Evaluate the influencer’s tone and content style – is it a fit?
• Tools (socialblade)
• Evaluate Engagement (how we do it)
• Tactical outreach
• Tell a story/colloaborate in a way that adds real value
@Jessica_Orr @TheTomorrowLab
Top Tips
@Jessica_Orr @TheTomorrowLab
Tantastic - #TantasticGirls
@Jessica_Orr @TheTomorrowLab
@Jessica_Orr
Thanks!

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