8 THINGS INFLUENCERS CAN DO
FOR YOU Jay Baer ConvinceAndConvert.com

WHY INFLUENCERS Are Key to
Business

92% of global consumers trust
UGC and WOM more than advertising We Trust People, Not Logos Source: Nielsen

And this is only going
to get More Important RESOURCES #1 source of information for Millennials are “close friends” Source: The McCarthy Group, 2014 of Millennials do NOT like advertising 84%

1500 Pieces of content are
“due” to each Facebook user each time they log-in, on average Online Community Is a Noisy, Crowded Place Source: Facebook exec interview, 2013

People Help Us Filter Out
the Noise I know Joanna’s a mom like me… So her product recommendations carry more weight

Different People Depending on Topics
I trust Gina from Skinnytaste for food… And her recipes become my shopping list #8Ways2Influence@jaybaer @jenswartley @tapinfluence

WHO Are They and How
Do I Find Them?

REACH RESONANCE Content Creators Come
in All Shapes and Sizes CELEBRITY STATUS QUALITY CONTENT CREATORS BUZZ BUILDERS & PROMOTERS ADVOCATES & EMPLOYEES

The people closest to you
can have Tremendous Influence RESOURCES 41% of people believe employees are more trustworthy than a company CEO or PR department. Source: Edelman, 2013

How Do You Find The
Right Influencers?

The TapInfluence Marketplace Puts You
in the Driver Seat

The best possible scenario is
to build relationships with influencers BEFORE you need them.

WHAT Can I Do With
Influencers?

8 Things Influencers Can Do
For You REACH RESONANCE The Megaphone The CreativeThe ConnectorThe Face The Reporter The Designer The DefenderThe Neighbor LOW TOUCH HIGH TOUCH

1. The Megaphone: Spread the
Word to Their Audience James Sandora Kohler, Director - Global Digital Strategy AdAge July 14, 2014 It generated significantly more engagement than any other content we created

2. The Reporter: On the
Ground At Your Event

3. The Face: Spokesperson With
An Audience to Activate

4. The Connector: Introduce You
on a New Social Platform

5. The Creative: Produce Content
with Context

6. The Designer: Create New
Products People Want

7. The Neighbor: Spark Conversation
in Your Community

8. The Defender: Crisis Management
Amplified Rick Wion McDonald’s, Director of Social Media These are our key customers. These are key influencers for our brand. We need to make sure we’re working with them.

HOW Do I Work With
Influencers?

Before you approach influencers to
get involved, understand what they really care about:

AUDIENCE
&
AUTHORITY

Three key ingredients in a
successful influencer pitch:

BENEFITS
SPECIFICS
DEADLINES

Hi Natalie – First off…the
ladies at XXXX wanted to send some love for your style blog…we may or may not use it for inspiration sometimes! Just to introduce you to who we are: XXXX is a beach lifestyle boutique from xxxx, California. Although we do carry the larger surf brands, we like to keep the focus on more up-and-coming contemporary brands. We think our fans would really resonate with your style (especially now that you’ve become part of the Volcom community), and would love to work with you on a curated collection, sweepstakes, or maybe just sending over some product from the site. Xxxx has a large following, so it could be a great opportunity to gain some exposure on both sites. Anyway, let me know what you think, or if you have any ideas/questions/etc. Or if you’d rather, we’d love to send you some apparel from the site – just let us know what resonates with your style. Thanks for your time! <name> An Okay Influencer Pitch

Hi Natalie. I absolutely love
your blog, especially the <insert specific thing>. I’ve got a limited opportunity for style bloggers that I’d like to run past you please. I’m <name>, the Community Manager for XXX, an online beach lifestyle boutique. We’ve been around for 10 years, and have an email list of more than one million customers. We carry the big brands like xxx of course, but also up-and-comers like xxx. Our team at xxx has selected our 9 favorite style bloggers, and of course you made the list. We’d like to send you 3 outfits from our Fall collection. Then after you’ve had a chance to check them out, we’d like to interview you on Skype about which one you like best and why, and then include that video on our Facebook page, where we have 61,000+ fans. It’s a great way to introduce a bunch of new people to <blog name>. We’d like to get the clothes out to you tomorrow, and schedule the video interview on <10 days away>. Can I get your mailing address today please? Also, please let me know if you don’t want to be a part of this program. Thanks! I look forward to working with you. <name> xxxx.com Facebook.com/xxxx A Be3er Influencer Pitch

Don’t ask how influencers can
help your brand, ask how your brand can help influencers.

THANK YOU. Jay Baer
ConvinceAndConvert.com