Brand Innovators, Modified Preso Sept 9 2016 LYI and BWL 3

THE POWER OF SOCIAL MEDIA INFLUENCERS

1

insights into leveraging influencers for your brand

brendanlowry

brelowBrendan Lowry, Curalate Brendan@Curalate.com

Lillian Yvette Irvin, Gap Inc SavvyClickChick@gmail.com savvyclickchick

savvyclickchick

WHO’S AN INFLUENCER?

2

WHAT DO INFLUENCERS DO?

3

INFLUENCERS: educate, enrich and enhance our experiences, help us discover new things and inform our decisions

INFLUENCER MARKETING 5 INSIGHTS

4

INSIGHT #1: IT’S ABOUT AUTHENTIC COMMUNITY

5

INSIGHT #2: ONE SIZE DOES NOT FIT ALL

6

WHAT DO INFLUENCERS DO?

7

“[Fame] is a double-edged sword. It also makes people skeptical when they see a celebrity attached.”

Jessica Alba Allure, September 2016

MULTI-INFLUENCER APPROACH

8

ONE PERCENTERS

MICRO INFLUENCERS

SOCIAL STARS

FOLLOWERS 100,000+ 5,000-100,000 <5,000

ENGAGEMENT 1% 3.5% 5%

COST $$$$ $$$ $

AUTHENTICITY

DESCRIPTION PR(able) / High Reach Influencers to serve as seasonal faces of the brand

Up & coming mid-tier influencers with a focus on content creation and engaging geographically distributed but smaller fan base to engage with their content and our brand. Help expand the community.

Organically loyal to the brand. Community and loyalty building.

OBJECTIVE Awareness Acquisition Engagement

INSTAGRAM INFLUENCER EXAMPLE RESULTS

• Highest performing

• Lowest performing

• Most engaged

INSIGHT #3: TUNE IN TO THE RIGHT CHANNELS10

INSIGHT #4: AGENCY NOT REQUIRED

11

12INSIGHT #5: KEEP GOING

CELEBRITYBRAND

HOW HAVE THINGS CHANGED?

• Expensive

• Limited Supply

• Lack of Authenticity

• Effectiveness?

HOW HAVE THINGS CHANGED?

BRAND INFLUENCERS

HOW HAVE THINGS CHANGED?

10,000 to 100,000 followers offer best combo

of engagement & broad reach _______

82% follow micro-influencer

recommendations to purchase

LESS IS MORE?

1

1 Markerly2 Experticity

2

THE POWER OF SOCIAL MEDIA INFLUENCERS

17

insights into leveraging influencers for your brand

brendanlowry

brelowBrendan Lowry, Curalate Brendan@Curalate.com

Lillian Yvette Irvin, Gap Inc SavvyClickChick@gmail.com savvyclickchick

savvyclickchick