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LESSONS FOR INFLUENCERS: 4 STEPS TO GAINING THE ATTENTION OF

TOP BRANDS

BARKWORLD - 2014 @JULIACANTOR

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HI, I ’M JULIA.

•  Influencer Marketing Lead at Moxie, Digital Agency Headquartered in

Atlanta

• Previously Worked at Both National and Global Levels for PR Agencies and

Brands

• M.A., Integrated Marketing Communication, Emerson College (MA)

• B.A., Union College (NY)

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BEFORE WE GET STARTED

This presentation is business-focused; it is meant for

people who are interested in partnering with brands.

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AGENDA

• What is Influencer Marketing?

• What are brands looking for in influencers?

•  Influencer activation trends

• 4 steps to take now to increase your online influence

• Q/A

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@JULIACANTOR

WHAT IS INFLUENCER MARKETING?

INFLUENCER MARKETING ACTIVATES HIGHLY

TARGETED INDIVIDUALS TO ACHIEVE BRAND

OBJECTIVES THROUGH PERSONALIZED TOUCH

POINTS OR EXPERIENCES.

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WHAT ARE BRANDS LOOKING FOR IN INFLUENCERS?

REACH �

RELEVANCE �

RESONANCE �

RELATIONSHIP �INFLUENCERS�

People who have an engaged network of trust and strong brand alignment. Influencers lie in the intersection of: -  Reach: network size -  Relevance: topic areas -  Resonance: online engagement -  Relationship: history of brand

advocacy

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SAMPLE INFLUENCER SLIDE FOR A BRAND

RESONANCE � RELATIONSHIP �

REACH � RELEVANCE �

IS SHE A CURRENT FAN OF OUR BRAND AND SHOW PHOTOS OF THE BRAND ON HER BLOG AND SOCIAL CHANNELS? CURRENT APPROPRIATE SOCIAL ENGAGER?

ADDITIONAL SPECIFICS TBD

HOW OFTEN SHE ENGAGES WITH HER AUDIENCE HOW OFTEN HER AUDIENCE ENGAGES WITH HER

BLOG: VIEWS PER MONTH INSTAGRAM: FOLLOWERS

FACEBOOK: FANS PINTEREST: FOLLOWERS

TWITTER: FOLLOWERS YOUTUBE: SUBSCRIBERS/VIEWS

OTHER CHANNELS

AGE TOPICS SHE COVERS

WHAT TYPE OF CONTENT SHE CREATES (PHOTO, VIDEO, ETC.)

ANY DEMOGRAPHIC INFO WE HAVE ON HER READERSHIP/AUDIENCE

Sample Influencer: SADIE JANE SABIN http://simplysadiejane.com

 

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INFLUENCER ACTIVATION TRENDS

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EXCLUSIVE EVENTS: C. WONDER BY THE SEA

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PRODUCT DEVELOPMENT COLLABORATION: OH JOY + TARGET

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BRAND-SPONSORED VIDEO PROGRAMMING: DEVIN SUPERTRAMP + MOUNTAIN DEW

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4 STEPS TO TAKE NOW TO INCREASE YOUR ONLINE INFLUENCE

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INCREASE REACH

•  EXPAND REACH ONLINE:

•  Be consistent

•  Amplify your content through social channels

•  Engage in a meaningful way

•  EXPAND REACH THROUGH OFFLINE ENGAGEMENTS

•  Grow your network at face-to-face events (like BarkWorld!)

•  Research opportunities to network

•  Develop your elevator speech – you never know when you’ll

need it! (the holidays are coming up, so keep it top of mind at

every gathering you attend and bring those business cards!)

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INCREASE BRAND RELEVANCE

•  BE CONSISTENT

•  Posting schedule, Topics, Categories, Pages, Hashtags

•  BE PRESENT ON RELEVANT PLATFORMS

•  For example, if the brand is on Instagram, it is likely they will want influencers

on Instagram

•  CONSIDER YOUR LANGUAGE AND POLARIZING BELIEFS THAT MAY NOT

ALIGN WITH THE BRAND

•  Think twice before you: Swear, speak unkindly, discuss politics and religion,

mention illegal activities, etc.

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INCREASE BRAND RELEVANCE

Don’t underestimate the importance of your social media bios and your “About” page.  

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INCREASE RESONANCE THROUGH ENGAGEMENT

•  RESPOND TO THOSE WHO COMMENT ON YOUR POSTS

•  FOLLOW HASHTAGS DURING TWEETUPS, MEETUPS, AND

CONFERENCES

•  Before, during, and after the event

•  INVITE PEOPLE TO ENGAGE

•  PARTICIPATE IN TWEETCHATS/TWITTER PARTIES BOTH

RELATED AND UNRELATED TO THE PET INDUSTRY

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EXAMPLE TWEETCHATS TO TRY OUT

• #BLOGCHAT: SUNDAYS, 9 PM ET

• CONNECT W/BLOGGERS

• #FOODIECHATS: MONDAYS, 8 PM ET

• CONNECT W/FOODIES

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DEVELOP GENUINE RELATIONSHIPS

Follow brands on social, photograph them, tag them,

@mention them… but do it in a respectful way to get

their attention.

Brands want to know you love their product/service and

you are dedicated, but they also want you to be very

professional.

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4 STEPS TO GAINING THE ATTENTION OF TOP BRANDS

1.  INCREASE REACH

2.  INCREASE BRAND RELEVANCE

3.  INCREASE RESONANCE THROUGH ENGAGEMENT

4. DEVELOP GENUINE RELATIONSHIPS

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THANK YOU! @JULIACANTOR

QUESTIONS?