The 8 Things Online Influencers Can Do For You

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

•  The Megaphone •  The Creative •  The Connector •  The Face •  The Reporter •  The Designer •  The Neighbor •  The Defender

REACH RESONANCE

The Megaphone

The Creative The Connector The Face

The Reporter

The Designer

The Defender The 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