TODAY’S PRESENTER➢Crystal Wiltshire

➢Influencer & Social Media Manager

➢Nearly 10 years experience in digital marketing

➢Blogger & Social Media Addict

➢Social Influencer for Brands, such as Disney,Fisher-Price, Sears, etc.

Get Your Brand Heard

➢ What is social amplification and why is it important to your brand’s strategy

➢ How to identify and engage influencers

➢ Using digital events to build your brand authority and drive user engagement

➢ How to manage promotions properly for social marketing

What is Social Amplification

➢ Using social marketing channels to increase word-of-mouth exposure

➢ Getting your message promoted/amplified through employees, customers,

industry partners, fans and influencers

➢ Each individual sharer extends your messaging to their personal network, who

can then promote it to their network and so on

➢ Builds your authority, increases social signals and improves brand awareness

How far can the message spread?

1:1 Engagement

Keywords

Earned

Content

Social Media &

Mobile

Owned

Content

Optimized

Content

Amplify1

Amplify2

Digitally Aligned

Content Strategy

Amplify3

Backlinks

1: Many

Grow your

community

How to Promote Social Amplification

➢ Encourage employees and brand partners to share content and messaging

socially

➢ Identify industry related conversations and peers to engage with through social

media channels

➢ Influencer marketing - identify paid and organic influencers

➢ Paid content amplification - boosted/sponsored posts on social media

Influencer Marketing

➢ Influencers are individuals who have the power to impact the purchase and

engagement decisions of others due to their perceived authority within a

particular topic

➢ Brand influencers are individuals who have an audience that aligns with your

target market

➢ Influencer marketing is developing a strategy to engage and build relationships

with influencers and create campaigns that they may participate in

Paid vs. Organic Influencers

➢ Organic influencers are individuals who have built an authority within your

industry or with your audience and may have a genuine interest in your brand,

products or services

○ Trade publications

○ Journalists

○ Industry thought leaders

➢ Paid influencers have also built an authority within your industry and audience

and will review and/or promote your brand, product or services to their network

for a set compensation

○ Professional bloggers

○ Social only influencers

Working With Influencers

Paid Influencers

➢ Build a relationship with each influencer to ensure that they are the right

fit for your brand

➢ Give influencers as much detail as possible - Consider creating an

Influencer Toolkit to outline campaign, brand and product details and

include logos, images, etc

➢ Consider an ambassador badge

➢ Most influencers live by a rule to give honest opinions

- paying an influencer does not guarantee a positive

review

➢ Track results - unique URLs to each influencer,

tracking their content as off-site pages, social

engagement by influencer, etc

Working With Influencers

Organic Influencers

➢ Build a relationship with each influencer to ensure that they are the right fit

for your brand

➢ Be engaging with the influencer to help nurture a mutually positive

relationship

○ Create Facebook lists and Twitter lists to pay closer attention to your

influencers

➢ Give influencers as much information and support as they require, but do

not bombard them unnecessarily

➢ Track any content organic influencers create for you through off-site

pages

What are Digital Events

➢ Organized gatherings of people who are not in the same physical location, but

rather connected through a common space online

➢ Typically used to share knowledge, tips, ideas, etc, with like-minded individuals

➢ Can help build your brand’s authority within your industry, generate leads and

increase brand awareness

➢ Digital campaigns can also be created around offline events, to increase the

event’s exposure using your online network through social coverage

○ Company Events

○ Tradeshows

○ Local Community Events

Types of Digital Events

➢ Webinars/Webcast

➢ Podcasts

➢ Online Conferences

➢ Seminars

➢ Social Parties

○ Twitter Chats/Parties

○ Facebook Parties

○ Google+ Hangouts

Digital Events Management

➢ Decide if your event will be for current clients, prospects or entire target market

➢ Clearly outline the topic(s) and agenda that will be covered

➢ Use email and social tools to invite attendees

➢ For target market events, consider using influencers to drive attendance and

engagement

What is Promotions Management

➢ Using promotional items and campaigns to increase

the exposure of your brand and messaging

➢ Digital Promotion Campaigns

○ promo codes

○ hashtags

○ digital giveaways

➢ Offline Promotional Materials

○ creative swag

○ promotional collateral

○ physical giveaways

➢ Less is more! Do not over use hashtags, giveaways,

promo items

Merging Digital and Offline Promotions

➢ Digital events can be used to promote your brand’s upcoming offline event

○ Mentioning booth # and giveaway details for tradeshow your company will

be exhibiting at

○ Create digital promo images/content to promote offline event

➢ Offline collateral can be used to help extend the reach of your digital

promotional efforts

○ Include brand hashtags and social handles on printed collateral and

promo items

○ Create physical promotional materials to promote larger digital events,

such as online conferences, regular webinars, etc

Leveraging Influencers for Events &

Promotions

Bringing it all together:

➢ You can maximize your social amplification efforts by utilizing organic and paid

influencers for your digital/offline events and promotional efforts

➢ Establish a process for engaging influencers based on the strategy you have

developed

1. Create a comprehensive outline of your campaign (event & promo)

2. Inform influencers of the promotional efforts for the campaign

3. Have influencers use promotional efforts to promote digital/offline events

Thank You!

Questions?