Reputation Matters: How a Clear Brand Message Can Help Influencers Monetize
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Presented at Social Media Week Austin 2019 Your reputation as an influencer matters and having a clear brand message is paramount to driving content, vetting monetization opportunities, and maintaining trust with your community. In this workshop, we’ll be showing you how to hone in on your brand message, exploring monetization opportunities and how to determine which are a fit for your brand, and sharing best practices for disclosure as you grow your sphere of influence.
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Reputation Matters: How a Clear Brand Message Can Help Influencers Monetize
- 1. REPUTATION MATTERS CORRIN FOSTER, GREENLEAF BOOK GROUP KRISTIN SHEPPARD, GIANT SQUID MEDIA How a Clear Brand Message Can Help Influencers Monetize
- 2. Learn and Share! #SMWATX #ReputationMatters @CorrinRenee @MadBettyATX @SMXATX
- 4. REPUTATION MATTERS What makes an influencer Identify your value Reputation Disclosure Options for monetization Growth
- 6. THE POWER OF INFLUENCE
- 8. WHAT MAKES AN INFLUENCER It’s not just about numbers Experts, thought leaders, and brands Content creators Twitter Instagram YouTube Podcast Blog Anyone creating value for an audience
- 9. IDENTIFY YOUR VALUE Identify yourself Identify your audience Pinpoint the problem Explain the core benefits
- 10. IDENTIFY YOUR VALUE Tom McCarty is a data-driven health care strategist who has reimagined the health care system to help Americans address an unexpected problem: The impending obsolescence of health insurance.
- 13. DISCLOSURE Did you receive something? Money Product Travel Gift Card Disclose!
- 14. DISCLOSURE Mandated by FTC Clear and conspicuous Proximity Placement Prominence Repetition Distraction Multimedia Understandable
- 16. DISCLOSURE Good Disclosure #ad #sponsored “Thank you to [Sponsor Name] for sponsoring this post/video/podcast!” Bad Disclosure #partner #NAMEpartner Built in disclosure tools FB branded content Instagram paid partnerships Silence
- 17. WAYS TO MONETIZE Sponsored Content Paid Advertising Subscription Services Affiliate Marketing Speaking/Consulting Online Courses Books, eBooks, Workbooks Products Apps
- 18. WAYS TO MONETIZE Sponsored Content
- 19. WAYS TO MONETIZE Paid Advertising
- 20. WAYS TO MONETIZE Subscription Services
- 21. WAYS TO MONETIZE Subscription Services
- 22. WAYS TO MONETIZE Affiliate Marketing
- 24. WAYS TO MONETIZE Online Courses
- 25. WAYS TO MONETIZE Books, eBooks, Workbooks
- 28. CONTINUAL GROWTH Disclosure Trust Identify your value Create value for your audience
- 29. QUESTIONS? Corrin Foster cfoster@greenleafbookgroup.com Kristin Sheppard Kristin@giantsquidmedia.com
Notas del editor
- Good reminder that your brand is not what you say it is. It’s what your customer perceives it to be.
- The power of influence
- I AM When you meet someone new and they ask “What do you do?” how do you answer? I HELP Who needs your expertise the most, and what are their defining characteristics? DO or UNDERSTAND. What problem is your audience struggling with, and what is your unique solution? SO… How does your unique solution transform someone’s life?
- I AM data-driven health care strategist I HELP Americans UNDERSTAND the impending obsolescence of health insurance SO Tom is reimaging the health care system and crated a new framework
- Research (Cornell) has shown that when disclosure is presented in a way that is salient, simple, and bold, people trust advisors *less* when they disclose a conflict of interest. Mitigate this loss of trust by working with entities that fit your brand and values. (Ex. Vegan bloggers will not want to partner with a meat brand.) Interestingly, research by BlogHer and Clever Collective has shown that the general consumer trusts social influencers MORE when they disclosure clearly.
- Proximity – Disclosure cannot be separated from the claim Placement – Must be displayed before action is taken Prominence – Size matters, color counts, graphics help Repetition – Disclosure should sandwich lengthy content and be repeated as needed Distraction – You cannot distract from disclosure with graphics, sounds, links, etc. Multimedia – Audio claims need audio disclosures, written claims need written disclosures, visual claims need visual disclosure Understandable – Simple language, no legalese
- https://www.approachmarketing.com/blog/2017/9/29/what-brands-need-to-know-about-the-latest-ftc-disclosure-guidelines This is new: The FTC accepts the use of #[brandname]Partner as sufficient disclosure. (For example, #DisneyPartner or #NikePartner.) The hashtag #partner is not enough—it must include the brand name. Similarly, #ambassador is deemed too ambiguous and doesn’t make the cut.
- Automated advertising where an endorsement or content creation from the influencer isn’t necessary. Google Amazon BlogHer Direct with advertiser
- https://www.annfriedman.com/membership/
- https://www.thebucketlistfamily.com/friends/
- https://meljoulwan.com/
- Combined speaking and consulting Terry Monroe consults with small business owners on exit strategies. He calls out his speaking services on his website homepage and links to his downloadable speaker press kit. When he speaks, he includes a book for every audience member. Those aren’t free – he rolls them into his speaking fee and the audience thinks they’re free. You can do this with any product.
- A Color Story is a photo editing app from A Beautiful Mess bloggers. Has over 10k reviews and paid upgrades.