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FINDING SOCIAL MEDIA INFLUENCERS TO BOOST RATINGS & BRANDS Zontee Hou for 1

Finding Social Media Influencers to Boost Ratings & Brands

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FINDING SOCIAL MEDIA INFLUENCERS TO BOOST

RATINGS & BRANDS

Zontee Hou for

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ABOUT ZONTEE

• Strategist at top consulting firm Convince & Convert• Digital marketing consultant & founder of her own firm, Media Volery, in New York City• Adjunct professor of communications at the City College of New York• Has worked with brands ranging from Martha Stewart Living Omnimedia to Allstate Insurance

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WHY USE INFLUENCERS?

Photo: pop culture writer Danielle Henderson

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WHO YOUR AUDIENCE TRUSTS HAS CHANGED

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63% of people trust “a person like yourself” versus just 43% who trust a CEO.

- Edelman Trust Barometer 2015

IT’S NATIVE ADVERTISING

• 70% of internet users want to learn about products through content rather than traditional advertising (MDG Advertising)• A study found that purchase intent is 53% higher for native advertising than traditional advertising (Dedicated Media)• Ad blockers are on the rise, with a 41% year-over-year increase (PageFair and Adobe)

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RECAPS ARE ON THE RISE

“In the last few years, however, the recap has seen unprecedented growth, coinciding with the more general increase in cultural attention —particularly that of high-brow media — given to television.”

- Madeline Berg, Forbes.com6

HOW DO WE PUT INFLUENCERS TO

GOOD USE?Photo: YouTube duo Superfruit

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WHAT ARE YOUR GOALS?

• To launch a brand/show• Find influencers like similar

types of content and who appeal to the right community

• Grow the audience• Turn casual viewers into

advocates by getting buy-in

• Gain traction among a new audience

• Give them a good reason to tune in by flipping the script

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HOW TO IDENTIFY INFLUENCERS• Research:

• Their angle/unique niche• Size and engagement level of their

audience• Reputation among other influencers• Type of content they create (and the fit

with your company/brand’s goals)• Whether they’ve worked with brands

before, and whether they’re in your competitive space

• Useful tools:• Group High• InsightPool• LittleBird• BuzzSumo• Feedly

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DEMOGRAPHICS ON VARIOUS SOCIAL NETWORKS

Facebook Twitter Instagram Pinterest Snapchat YouTube• Used by

72% of online adults

• While Facebook has a high rate of accounts across age groups, less than 20% of its adult user base in the US is aged 18-34

• Used by 23% of online adults

• More likely to live in urban areas than suburban or rural

• More popular with adults <50 than >50

• Used by 28% of online adults

• Skews slightly more female

• Popular with non-whites

• Skewsyounger (55% of online adults 18-29)

• Used by 31% of online adults

• Dominated by women (44% of online womenversus 16% of online men)

• More popular with adults <50 than >50

• 41% of American teens use Snapchat

• 45% of Snapchatusers are between 18-24

• Most users are between 13-25

• Snapchatusers are majority female

• Used by 63% of online adults

• Top place for millennials to watch content

• Teens and early 20s users make up the largest proportion of its users

10Sources: Pew Research Center, Business Insider Intelligence, ComScore

EXAMPLE OPPORTUNITIES

Photos: Outlander promotional photo, knitting/crochet fan projects

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RECOGNIZE THE EXPERTS/ENTHUSIASTS

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TAP EXISTING FANS

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DIFFERENTIATE FROM WHAT’S OUT THERE

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HOW TO CONTACT INFLUENCERS• Get to know the contributor: Familiarize yourself with their content and point of view

• Brainstorm ideas to pitch: How would you like to work with them? • Open up a dialogue via email: Tell your company/brand’s story and why you’re a good fit to work together

• Learn more about them: What kinds of content have they created for brands? Who are their competitors?

• Discuss content cadence: How often will you work together? • Get to know their process: Respect their autonomy and find ways to co-create.

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SAMPLE EMAILHi [James],I’m a fan of your blog and your [gorgeous Instagram account]. You do a great job of [capturing city life in unexpected ways] for your audience. I’m Zontee Hou, and I head up the digital marketing team at NYC Television. Our shows range from the popular “Chelsea Chat” to this season’s surprise hit, “Beards of Williamsburg.”Our team at NYC has selected [12] bloggers who are doing an awesome job of talking about great resources for New Yorkers. I’d love to invite you to [a behind-the-scenes studio tour and cocktail on December 2, at our studios in Midtown Manhattan], as a way to introduce you to [our spring lineup]. Let me know if you’re interested and an address where I can send the invitation, and I’ll get that right out to you. Warmly,Zontee HouDigital Marketing LeadNYC Television

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EMAIL CHECK-LIST

• Communications to the influencers should:• be succinct, but conversational • strive to address what motivates the influencer• reveal your company’s/brand’s personality• explain the value proposition of working with your company/brand

• be sensitive to their time and availability• set up a time to speak on the phone

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CONTINUE THE RELATIONSHIP• Relationships are a two-way street: Collaborate with and listen to them.

• Recognize and support them: Implement rewards, compensate fairly, and give them VIP treatment. • SocialToaster

• Be authentic, personal, and engaged with their content.• Track the relationship and measure results.• Keep the momentum going.

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CONNECT WITH ME• Twitter: @zontee_hou,

@convince• LinkedIn:

linkedin.com/in/zonteehou• Website & email newsletter:

ConvinceandConvert.com, MediaVolery.com

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