Working with Influencers - Sparkloft Media

© 2015 Sparkloft Media Confidential

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Working with Influencers: The Next Big Thing in

Social Media

Oregon Governor’s Conference 2015


Social Media

Strategy

Community Monitoring &

Management

Influence Marketing &

Social PR

Meetings & Events

Sparkloft Media

What we do

Training & Education


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


THE SOCIAL MEDIA LANDSCAPE

Sparkloft Media



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


The big picture

Brand

Brand Messages

Content

Your Platforms Partner Platforms

Influencers

Other BrandsAdvocates

Social Media

Other:

-Blogs -Email -Traditional Advertising


WHAT IS AN INFLUENCER?

Sparkloft Media










Seflies #FTW


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



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


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

ads.

-Nielson

Why use influencers?


BIG BRANDS & C. NEISTAT

Big brand case studies


YouTube: 523KInstagram: 236KTwitter: 79.4K



Snapchat


Casey Neistat










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


7 WONDERS

7 Wonders Case Study


7 Wonders: Getting started


7 Wonders: Influencer Rubric


7 Wonders: Influencer Research


7 Wonders: Influencer Research


7 Wonders: Instagram








THE BRAND USA CULINARY TOUR

Brand USA Case Study


US “Food”?


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


Brand USA: Rubric Criteria


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


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


Brand USA: Planning


SCALABLE CAMPAIGNS

Scalability


Smaller campaign ideas


Smaller campaign ideas


INFLUENCERS FOR YOUR BRAND

Influencers + you


Step 1: Research


Step 1: Research


Step 1: Research


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


Step 2: Outreach


Step 2: Outreach


Step 2: Outreach


Step 3: Plan


Step 4: Activate

The influencers are here! #BestDayEver


Step 4: Activate

WELCOME TO OREGON!

We look forward to seeing your photos and stories while you’re 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, we’re so happy you came to visit us! We hope you’ll 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!


Step 4: Activate


Step 5: Reactivate


Step 5: Reactivate


Step 6: Measure it

Iconosquare.com


Step 6: Measure it

Keyhole.co


Step 6: Measure it


Step 6: Measure it


The end!

Recap:

•Step 1: Hire Casey Neistat.

•Plan B:

Research

Outreach

Plan

Activate

Reactivate

Measure

Thank You!

Jaclyn Osterloh Sparkloft Media

@jaclynemily89

Questions?