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Influencer Marketing: 
6 Steps to Gaining the Attention
                    of Top Brands
                      @juliacanto...
Hi! I’m Julia.




Follow me!
@juliacantor




                @juliacantor #DigATL
Agenda


•  What is influencer marketing?

•  What are brands looking for?

•  Great campaigns

•  Six things you can do NO...
What is
influencer social influence marketing?
     What is

marketing?
Influencers drive action

•  Social influence marketing focuses
    on key individuals who have the
    potential to shape t...
Influencers have a network of trust

•  Brands have the opportunity to
  drive conversation, tap into a
  network of trust,...
Marketers invest in influencers


What’s in it for the influencers?
•  Unique experiences
•  Revenue
•  Free products
•  “Fa...
What are brands
 looking for in social influence marketing?
         What is

 influencers?
Reach, Relevance, Resonance, and Relationship to the Brand




•  REACH – network size
                    REACH      RELE...
How do brands find influencers?




1.  Influencer Identification Tools

2.  Influencer Networks

3.  Self-Identification

4.  O...
Great campaigns
 influence marketing?
         What is social
Kotex: Women’s Inspiration Day

1   2               3




                                      #digatl
                  ...
Food Lion: New Brand Strategy Roll-out


•  Identified influencers in small market
  areas where Food Lion stores were
  ref...
Food Lion: New Brand Strategy Roll-out



•  RESULTS
 •  From the 20 Influencers…
 •  90 posts on blogs, Twitter and
   Fac...
6 Things you can do
  now to gain the
           What is social influence marketing?
  attention of top
      brands
Think about what brands are looking for…


1)  Expand reach online

2)  Expand reach offline

3)  Increase relevance to br...
Expand reach online



TIPS:

•  Be consistent 

•  Cross-promote to relevant audiences

•  Engage in a meaningful way



...
Expand reach online
@socialdivo




                                       #digatl
                                    @ju...
Expand reach offline




TIPS:
•  Grow your network at face-to-face events
•  Research opportunities to network

•  Develo...
Expand reach offline




                          #digatl
                       @juliacantor
             @juliacantor #...
Expand reach offline




                          #digatl
                       @juliacantor
             @juliacantor #...
Increase relevance to brands


TIPS:
                                                                        Carrots ‘N’ C...
Increase relevance to brands




      Don’t underestimate your
           “About Me” page
      Or your social biographie...
Increase relevance to brands




                              #digatl
                           @juliacantor
           ...
Increase resonance through engagement

TIPS:
•  Respond to those who comment on your
  posts
•  Follow hashtags during twe...
Increase resonance through engagement




#Foodiechats                  #Fitfluential


                                   ...
Increase resonance through engagement




                           “Invite”
                           people to
       ...
Build strong relationships with brands


TIPS:
•  Reach out to brands
•  Maintain communication with brands
•  Consider on...
Build strong relationships with influencer networks




                                                  #digatl
         ...
Key takeaways


•  Brands are investing in influencer marketing

•  You have the power to become an influencer or expand you...
Thank you!
      What is social influence marketing?
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Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands

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Digital and social marketing has flipped traditional marketing on its head. Today, everyday people with serious passions for their interests are those with the most power. With their authenticity and credibility, they garner attention of consumers, which is very valuable to brands.

Even with a closer eye on the relationships between blogger and brand, many content creators have partnered with brands to receive free trips and high value items in exchange for exposure.

How can you be included in these campaigns? This presentation covers six things social influencers can do to get the attention of brands.

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Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands

  1. 1. Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands @juliacantor Influencer Marketing: 6 Steps to Gaining the Attention of Top Brands @juliacantor #digATL
  2. 2. Hi! I’m Julia. Follow me! @juliacantor @juliacantor #DigATL
  3. 3. Agenda •  What is influencer marketing? •  What are brands looking for? •  Great campaigns •  Six things you can do NOW •  Questions/Answers #digatl @juliacantor @juliacantor #DigATL 3
  4. 4. What is influencer social influence marketing? What is marketing?
  5. 5. Influencers drive action •  Social influence marketing focuses on key individuals who have the potential to shape the greater population’s awareness, actions, and purchase decisions. •  Today, everyone can be a content producer, so everyone has the ability to change a brand’s reputation. #digatl @juliacantor @juliacantor #DigATL 5
  6. 6. Influencers have a network of trust •  Brands have the opportunity to drive conversation, tap into a network of trust, activate brand advocates to generate rich meaningful content, create online buzz around brands and products, drive traffic and sales by cultivating relationships with social influencers. #digatl 90% of people trust recommendations from people they know. (Nielsen) @juliacantor @juliacantor #DigATL 6
  7. 7. Marketers invest in influencers What’s in it for the influencers? •  Unique experiences •  Revenue •  Free products •  “Fame” … and maybe even dog treats, a free washer/dryer or a trip to Disney World (just to name a few) #digatl @juliacantor @juliacantor #DigATL 7
  8. 8. What are brands looking for in social influence marketing? What is influencers?
  9. 9. Reach, Relevance, Resonance, and Relationship to the Brand •  REACH – network size REACH RELEVANCE •  RELEVANCE – topic areas •  RESONANCE - engagement RESONANCE RELATIONSHIP •  RELATIONSHIP – brand connection #digatl @juliacantor @juliacantor #DigATL 9
  10. 10. How do brands find influencers? 1.  Influencer Identification Tools 2.  Influencer Networks 3.  Self-Identification 4.  Organic Research #digatl @juliacantor @juliacantor #DigATL
  11. 11. Great campaigns influence marketing? What is social
  12. 12. Kotex: Women’s Inspiration Day 1 2 3 #digatl @juliacantor @juliacantor #DigATL 12
  13. 13. Food Lion: New Brand Strategy Roll-out •  Identified influencers in small market areas where Food Lion stores were refreshed. •  Selected 10 influencers per phase and mailed them a branded package and gift card to buy groceries. #digatl @juliacantor @juliacantor #DigATL 13
  14. 14. Food Lion: New Brand Strategy Roll-out •  RESULTS •  From the 20 Influencers… •  90 posts on blogs, Twitter and Facebook •  501,465 targeted impressions •  90% positive, 10% neutral •  Obtained quality content for the brand. #digatl @juliacantor @juliacantor #DigATL 14
  15. 15. 6 Things you can do now to gain the What is social influence marketing? attention of top brands
  16. 16. Think about what brands are looking for… 1)  Expand reach online 2)  Expand reach offline 3)  Increase relevance to brands 4)  Increase resonance through engagement 5)  Build strong relationships with brands 6)  Build strong relationships with influencer networks #digatl @juliacantor @juliacantor #DigATL 16
  17. 17. Expand reach online TIPS: •  Be consistent •  Cross-promote to relevant audiences •  Engage in a meaningful way #digatl @juliacantor @juliacantor #DigATL 17
  18. 18. Expand reach online @socialdivo #digatl @juliacantor @juliacantor #DigATL 18
  19. 19. Expand reach offline TIPS: •  Grow your network at face-to-face events •  Research opportunities to network •  Develop your elevator speech #digatl @juliacantor @juliacantor #DigATL 19
  20. 20. Expand reach offline #digatl @juliacantor @juliacantor #DigATL 20
  21. 21. Expand reach offline #digatl @juliacantor @juliacantor #DigATL 21
  22. 22. Increase relevance to brands TIPS: Carrots ‘N’ Cake •  Be consistent Taza and Husband •  Use categories, tags, pages, hashtags •  Use networks that match the brand •  Update your descriptions and bio pages Young House Love #digatl @juliacantor @juliacantor #DigATL 22
  23. 23. Increase relevance to brands Don’t underestimate your “About Me” page Or your social biographies #digatl @juliacantor @juliacantor #DigATL 23
  24. 24. Increase relevance to brands #digatl @juliacantor @juliacantor #DigATL 24
  25. 25. Increase resonance through engagement TIPS: •  Respond to those who comment on your posts •  Follow hashtags during tweetups, meetups, and conferences (before, during and after) •  Participate in tweetchats and conversations of interest to find like- minded people #digatl @juliacantor @juliacantor #DigATL 25
  26. 26. Increase resonance through engagement #Foodiechats #Fitfluential #digatl @juliacantor @juliacantor #DigATL 26
  27. 27. Increase resonance through engagement “Invite” people to engage #digatl @juliacantor @juliacantor #DigATL 27
  28. 28. Build strong relationships with brands TIPS: •  Reach out to brands •  Maintain communication with brands •  Consider online and offline communication •  Be prompt •  Be professional •  Respect embargoes @abcddesigns #digatl @juliacantor @juliacantor #DigATL 28
  29. 29. Build strong relationships with influencer networks #digatl @juliacantor @juliacantor #DigATL 29
  30. 30. Key takeaways •  Brands are investing in influencer marketing •  You have the power to become an influencer or expand your influence •  Enjoy your dog treats and Disney Vacation! #digatl @juliacantor @juliacantor #DigATL 30
  31. 31. Thank you! What is social influence marketing?
  • DigitalATL

    May. 11, 2013
  • tmcaro

    Nov. 5, 2012
  • saraed77

    Oct. 15, 2012

Digital and social marketing has flipped traditional marketing on its head. Today, everyday people with serious passions for their interests are those with the most power. With their authenticity and credibility, they garner attention of consumers, which is very valuable to brands. Even with a closer eye on the relationships between blogger and brand, many content creators have partnered with brands to receive free trips and high value items in exchange for exposure. How can you be included in these campaigns? This presentation covers six things social influencers can do to get the attention of brands.

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