Working with Influencers - Sparkloft Media

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  • 2015 Sparkloft Media Confidential

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    WORKSHOP SESSION SPONSORED BY

    Thanks to our sponsors!

  • Working with Influencers: The Next Big Thing in

    Social Media

    Oregon Governors Conference 2015

  • 2015 Sparkloft Media Confidential

    Social Media

    Strategy

    Community Monitoring &

    Management

    Influence Marketing &

    Social PR

    Meetings & Events

    Sparkloft Media

    What we do

    Training & Education

  • 2015 Sparkloft Media Confidential

    Sparkloft Media

    The social landscape

    What is an influencer?

    Big brands & C. Neistat

    7 Wonders tour

    Brand USA culinary tour

    Scalable campaigns

    Influencers for your brand

    OVERVIEW

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    THE SOCIAL MEDIA LANDSCAPE

    Sparkloft Media

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  • 2015 Sparkloft Media Confidential

    100,000 titles

    3,400,000 books

    30,000,000 songs

    300 hours uploaded every minute

    30,000,000,000 messages / day

    1,300,000 apps

    The beginning of influence

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    The big picture

    Brand

    Brand Messages

    Content

    Your Platforms Partner Platforms

    Influencers

    Other BrandsAdvocates

    Social Media

    Other:

    -Blogs -Email -Traditional Advertising

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    WHAT IS AN INFLUENCER?

    Sparkloft Media

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    What is an influencer?

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    What is an influencer?

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    The beginning of influence

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    The beginning of influence

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    Seflies #FTW

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    The influencer industry

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    The influencer industry

    Followers

    YouTube: 8,500,000

    Vine: 556,000

    Instagram: 90,000

    Salary

    > $400,000

    > $250,000

    > $80,000

    Influencer

    Bethany Mota

    Meagan Cignoli

    Justin Livingston

    Avg American 350 Facebook friends

    $44,888.16

  • 2015 Sparkloft Media Confidential

    The influencer industry

    Followers

    YouTube: 8,500,000

    Vine: 556,000

    Instagram: 90,000

    Salary

    > $400,000

    > $250,000

    > $80,000

    Influencer

    Bethany Mota

    Meagan Cignoli

    Justin Livingston

    Avg American 350 Facebook friends

    $44,888.16

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    90% of consumers trust peer recommendations. Only 33% trust

    ads.

    -Nielson

    Why use influencers?

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    BIG BRANDS & C. NEISTAT

    Big brand case studies

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    YouTube: 523KInstagram: 236KTwitter: 79.4K

    Big brand case studies

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    Snapchat

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    Casey Neistat

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    Big brand case studies

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    Big brand case studies

  • 2015 Sparkloft Media Confidential

    Big brand case studies

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    Big brand case studies

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    Recap:

    Influencers affect the [purchase] behavior of others.

    Social media influencers have targeted followings, fresh content, and a genuine voice.

    Influencers make $$$.

    Casey Neistat blew off Nike and still created the best branded story ever told.

    Marriott is changing the hospitality game.

    Why influencers? & Big brands

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    7 WONDERS

    7 Wonders Case Study

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    7 Wonders: Getting started

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    7 Wonders: Influencer Rubric

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    7 Wonders: Influencer Research

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    7 Wonders: Influencer Research

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    7 Wonders: Instagram

  • 2015 Sparkloft Media Confidential

    7 Wonders: Instagram

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    7 Wonders: Instagram

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    7 Wonders: Instagram

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    THE BRAND USA CULINARY TOUR

    Brand USA Case Study

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    US Food?

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    INSTAGRAM

    Followers Tiered ranking: 7K+, 15K+, 25K+, 50K+, 75K+

    Frequency of Posts

    Post Quality and Diversity Photography & Captions

    Total/Avg. Engagement

    Quality Interactions Types of comments & interactions from followers

    Brand USA: Rubric Criteria

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    Brand USA: Rubric Criteria

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    London Source: Sparkloft Media

    As a chef and world traveler, Tess The YES Chef knows a thing or two about food. She loves to try out new recipes and share her passion for healthy eating, travel and style with her followers.

    On Instagram, Tess food journey comes to life through striking photos of beautiful dishes and colorful ingredients. She showcases not just the food on the plate but the people and places who make those flavors come to life.

    17.3K followers

    INFLUENCE

    @tesswardchef

    Brand USA: Sample Influencer

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    Partners: Historic Hotels of America, Destinations

    California Seasonal

    Oregon & Hawaii

    Adventure

    Texas Culture

    Missouri & Louisiana Traditions

    Kentucky & South Carolina

    Pairings

    Massachusetts, Charlotte Harbor, The Gulf Islands,

    Beaches of Fort Myers & Sanibel Localvore

    Brand USA: Partners & themes

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    Brand USA: Planning

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    SCALABLE CAMPAIGNS

    Scalability

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    Smaller campaign ideas

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    Smaller campaign ideas

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    INFLUENCERS FOR YOUR BRAND

    Influencers + you

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    Step 1: Research

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    Step 1: Research

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    Step 1: Research

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    Step 2: Outreach

    Influencer

    Agent

    Social Media Website Form Email Address

    Social Media Website Form Email Address

    Email Outreach

    PitchContract

    NegotiationWelcome Messages

    Tour

    Email Outreach

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    Step 2: Outreach

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    Step 2: Outreach

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    Step 2: Outreach

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    Step 3: Plan

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    Step 4: Activate

    The influencers are here! #BestDayEver

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    Step 4: Activate

    WELCOME TOOREGON!

    We look forward to seeing your photos and stories while youre in Oregon. If you tag us in your content we will make sure to share and start a social conversation with you. Here is where you can find us:

    Hello, were so happy you came to visit us! We hope youll share your Oregon adventures through social media.

    Have an Oregon question? Ask our 15 experts! Tag tweets #askOR to get the inside scoop on everything Oregon.

    How can you engage with us?

    #askOR

    Document and share your adventures anywhere in the state using #TravelOregon on your Instagram photos.

    facebook.com/traveloregon

    @TravelOregon

    @TravelOregon

    The gorgeous Latourell Falls in the #ColumbiaRiverGorge.

    Snap a photo to engage with Travel Oregon on We Chat!

    #TravelOregon

    The Oregon Coast is beautiful from every angle!

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    Step 4: Activate

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    Step 5: Reactivate

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    Step 5: Reactivate

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    Step 6: Measure it

    Iconosquare.com

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    Step 6: Measure it

    Keyhole.co

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    Step 6: Measure it

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    Step 6: Measure it

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    The end!

    Recap:

    Step 1: Hire Casey Neistat.

    Plan B:

    Research

    Outreach

    Plan

    Activate

    Reactivate

    Measure

  • Thank You!

    Jaclyn Osterloh Sparkloft Media

    @jacl