Understanding and Applying Influencer Marketing Methods
We’ll begin shortly…
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Jim TobinFounder, PresidentIgnite Social Media@jtobin
Jason KeathFounder, President
Social Fresh@JasonKeath
Who’s presenting?
Social Fresh East – April 18/19
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Details
• Jim & Jason will lead Q&A at the end of the call.• Tag your tweets with #igniteim.• We’ll send an email follow up with the deck,
recording, and whitepaper.
Unless it is 1983 and you’re Nike, your influencer
marketing strategy probably needs some work.
We’ll share 5 influencer marketing models, but first a primer…
People Content
Influencer Marketing
Influencer Marketing Examples
NC BBQ FanaticsApple fanboys
Kickstarter supporters
Influence: the ability to drive action in another person
Celebrities
Publishers
Fans
Friends
Significant Other
Coworker
Vendor
Customer
Blogger
Bieber
Mom
More Reach
MoreInfluence
Influencers
Celebrities
Publishers
Fans
FriendsVendor
Customer
Blogger
_________
InfluencerSweetSpot
_________
Influencers
Influencers
AdvocatesVendor
Customer
Blogger
_________
InfluencerSweetSpot
_________
You Need to Know Why People Share
Ernest Dichter1907-1991
Product Involve-
ment33%
Self-Involvement24%
Other In-volvement
~21%
Message Involve-
ment~21%
ThreeEffective
InfluencerStrategies
1.) The Home Run
“If only we could get featured by _________.”
Fill in the blank with the most popular site, blogger, or influencer in your business. That’s the home run.
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Samsung Picture Yourself
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1.) The Home Run
Home runs sites want:
• To break the story.• To have exclusive access.• To provide 100% relevant content.• To get lots of traffic to sell more ads.
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A Note About Celebrities…
2.) Niche Bloggers
Bloggers want four things:
Content, Credibility, Backlinks, & Traffic
…and (increasingly) money. OK – so bloggers want 5 things.
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Radisson 50/50/50 Campaign
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Radisson 50/50/50 Campaign
10k new fans1.4M
impressions
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2.) Niche Bloggers
• Approach each target with a well-packaged, personalized pitch.
• The best campaigns create a win-win for the blogger and the brand.
• Don’t shortcut by sending press releases or spray-and-pray emails
3.) A Thousand Bites At the Apple
Tobin’s Law:The size of the brand’s network is always smaller than the size of its network’s network
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The Social Amplification Model
Your Brand
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Jeep Arctic Yeti Dig
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Jeep Arctic Yeti Dig
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Jeep Arctic Yeti Dig
25k shares215k entries
120k new fans
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• Only 16% of fans see Facebook page posts.
• Activating friends of fans is the fastest and surest way to drive revenue through social.
• Build successful campaigns with shareable content and incentives to share.
3.) A Thousand Bites at the Apple
Two Not-So-Effective
InfluencerStrategies
4.) Buying Transactional
Content
4.) Buying Transactional Content
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4.) Buying Transactional Content
• Transactional content doesn’t have credibility, generates no traffic, and ranks poorly.
• FTC requires disclosure for purchased content…which defeats the purpose.
5.) Mailing the List
5.) Mailing the List
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5.) Mailing the List
• It is tempting to build or buy a PR list and blast a press release…but it doesn’t work.
• This approach is terrible because you’re sending spam and the content isn’t targeted.
• Instead, build the list and approach each person with an individual appeal.
In Summary
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Everybody’s an Influencer
Significant OtherCoworker
VendorCustomerBlogger Bieber
Mom
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Three Effective Strategies
1. The Home Run2. Second-Tier Bloggers3. A Thousand Bites at the Apple
Thanks for attending!
Tweet your questions @ignitesma
We’ll email you the slides, the whitepaper, and the presentation recording.
Thank you for attending!
Tweet your questions @ignitesma.