Running an authentic influencer marketing program

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Christoph Trappe

Online (and offline) people listen to their friends. They ask them for recommendations, opinions and feedback on what product to buy, which doctor to see and what gym to attend - to give just a few examples. Brands can now reach people directly, but that doesn't mean that's always a successful tactic. Since people listen to their friends, we try to reach those friends (influencers) who then share our message and story. This session from the 2015 IMA conference covers how to run a successful influencer marketing program and helps you get started today.

Influencer marketing
@ctrappe
Internet Marketing Association
Las Vegas 2015
@ctrappe#impact15

Christoph Trappe
@ctrappe
Top social media healthcare
influencer
Top content marketer
Former United Way VP
Global speaker
Hi!
@ctrappe

Rules! :)
Questions? Ask ‘em!
Live tweeting, blogging, etc. is encouraged!
I’m live tweeting this!
@ctrappe#impact15

Slides:
Authenticstorytelling.net/Impact15

Please use the hashtag!
#Impact15
@ctrappe

Let’s find some influencers
@ctrappe#impact15

@ctrappe#impact15

@ctrappe#impact15

Use some fancy system to run an
algorithm
@ctrappe#impact15

So who are the influencers?
@ctrappe#impact15

@ctrappe#impact15

@ctrappe#impact15

@ctrappe#impact15

@ctrappe#impact15

@ctrappe#impact15

@ctrappe#impact15

@ctrappe#impact15

Think about your advocates
@ctrappe#impact15

You
Friends
(Vocal)
supporters
Family
Loose
connections
Medium
connections
Strong
connections
@ctrappe#impact15

You
Friends
(Vocal)
supporters
Family
Loose
connections
Medium
connections
Strong
connections
Their
connections
Their
connections Their
connections
Their
connections
Their
connections
Their
connections
@ctrappe#impact15

Influencers come in
many shapes and sizes
@ctrappe#impact15

“Please sell to me.” - no one
@ctrappe#impact15

Influencer marketing
Build a connection
Share their content
Be friendly
Have a conversation
Know and understand them
Don’t ask for anything until ways down the road
@ctrappe#impact15

Likeable people are
easier to get along with.
@ctrappe#impact15

Transactional relationships
are not sustainable.
Form relationships that
mean something.
@ctrappe#impact15

The best influencer outreach programs
make it a habit to be nice and relevant to
all.
@ctrappe#impact15

You can start now!
Being nice scales!

Christoph Trappe
@ctrappe
319-804-9853
ctrappe@gmail.com
Blog: AuthenticStorytelling.net
Stay in touch!
@ctrappe#impact15

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Running an authentic influencer marketing program

1. Influencer marketing @ctrappe Internet Marketing Association Las Vegas 2015 @ctrappe#impact15

2. Christoph Trappe @ctrappe Top social media healthcare influencer Top content marketer Former United Way VP Global speaker Hi! @ctrappe

3. Rules! :) Questions? Ask ‘em! Live tweeting, blogging, etc. is encouraged! I’m live tweeting this! @ctrappe#impact15

4. Slides: Authenticstorytelling.net/Impact15

5. Please use the hashtag! #Impact15 @ctrappe

6. Let’s find some influencers @ctrappe#impact15

7. @ctrappe#impact15

8. @ctrappe#impact15

9. Use some fancy system to run an algorithm @ctrappe#impact15

10. So who are the influencers? @ctrappe#impact15

11. @ctrappe#impact15

12. @ctrappe#impact15

13. @ctrappe#impact15

14. @ctrappe#impact15

15. @ctrappe#impact15

16. @ctrappe#impact15

17. @ctrappe#impact15

18. Think about your advocates @ctrappe#impact15

19. You Friends (Vocal) supporters Family Loose connections Medium connections Strong connections @ctrappe#impact15

20. You Friends (Vocal) supporters Family Loose connections Medium connections Strong connections Their connections Their connections Their connections Their connections Their connections Their connections @ctrappe#impact15

21. Influencers come in many shapes and sizes @ctrappe#impact15

22. “Please sell to me.” - no one @ctrappe#impact15

23. Influencer marketing Build a connection Share their content Be friendly Have a conversation Know and understand them Don’t ask for anything until ways down the road @ctrappe#impact15

24. Likeable people are easier to get along with. @ctrappe#impact15

25. Transactional relationships are not sustainable. Form relationships that mean something. @ctrappe#impact15

26. The best influencer outreach programs make it a habit to be nice and relevant to all. @ctrappe#impact15

27. You can start now! Being nice scales!

28. Christoph Trappe @ctrappe 319-804-9853 ctrappe@gmail.com Blog: AuthenticStorytelling.net Stay in touch! @ctrappe#impact15