influencers - don't find 'em. make 'em

InfluencersDon’t chase ‘em. Make ‘em

Ian Lurie @portentintCEO, Portent portent.com

I am unqualified

I am not an influencer

I have no idea how this works

Influencer marketingReaching out to the individual whose effect on the purchase decision is in some way significant or authoritative

Influencer marketingReaching out to the individual whose effect on the purchase decision is in some way significant or authoritativeAnd getting them to talk about you

There had to be a sekrit method

There had to be a Sekrit method

In which I meditate on the meaning of influencer marketing, and enlightenment occurs.

Influencer marketingReaching out to Paying the individual whose effect on the purchase decision is in some way significant or authoritative so that they’ll talk about you

this… is cnn.

There had to be a Sekrit method

Well, shit

Sekrit methodHow we picture Influencer Marketing

How clients picture it

How Influencer Marketing works

influencer = find_influencer()

if influencer paid:hold breath

if influencer foot_in_mouth:apologize audienceapologize bossprint resume

if influencer success:print “woo hoo!!!”

This works. Do it.

But diversify.

Influencer Recruitment

© 2017 Ian Lurie All Rights Reserved

Influencer RecruitmentListen for a compliment

Ask permissionCreate a post

Promote it

Ask Listen For a Compliment

Sprout

HootsuiteHootsuite

Or search

(on Facebook, scroll all the way down)

Search forBrand mentionsNames of employeesLocalitiesBoard membersProductsServicesMisspellings

The compliment should stand out from a normal “hey, nice job!”

“You guys are great”

“Last week I called your company needing help with my Capybara, Lucy. She was peeing everywhere. My husband was ready to cook her. You helped us out. Now all is well again. Thank you!!! You rock.”

Someone said something nice!

OMG maybe he’s famous and he’ll get us thousands of visitors and we’ll be famous and can expand our Capybara preserve and then we can win a Nobel Prize for Capybara Therapy and retire somewhere nice with lots of capybara…

Or not

Listen. Do not fish for compliments.

Ask Permission

This is a voluntary spokesperson. People want their friends and favorite brands to succeed. Don’t hesitate to ask.

Get it in writing. Explain who will see the post.

Ask if you can keep their social account name attached.Ask if you can tag them.

”Aw, c’mon, they won’t mind”

“I was being sarcastic”Name withheld, 2006

“You guys are c---------rs”

To 5,000 followers, 2011

Generate A Post

Share it on your page. Now it’s a post.

Keep editorializing to a minimum

Say thanks

Do not alter ever never ever ever

Promote The Sucker

Promote to your followers

Similar interests

Stay “nearby”Don’t promote to the whole freakin’ world

Set a crazy budget (four figures wooo)

(stay within the relevant social site)

Congratulations! It’s a baby influencer!!

Instead of paying an influencer to say something nice

We found someone who said something nice and recruited them

I mean, there are cheaper influencers…

What About Twitter?

Tweet

Yaaaay!!!!

Retweet

Booooo!!!!

A simple process, really

Include user content in your ad But get permission

What About LinkedIn?

Nope

What About Instagram?

Yep

“OK, but what’s the ROI?”

Don’t do this.

Summer campPrinted letter from parent

Scanned itSpent $500 to re-share

Parents got excited and told friends

Client gave parents a little $$$ at the canteen

Comment SentimentZero. Zilch. Nada.

Camp:10,000 users reached3,000 engagementsCost: $.18/engagement

Five confirmed new campers$2,000 each

For $500

Brick and mortar retailerNice letter posted by a customer

Brick and mortar retailer:Spent $1,500 to re-share on client’s page

Oh, yeah, and people started talking about it in Yelp reviews

Comment Sentiment1 negative in 280+ comments

Brick and mortar retailer:83,000 users reached4,000 engagementsCost: $.38/engagement(search CPC $3.36)

For $1,500

Average customer = $500

Break-even if you convert:.006% of reached or.1% of engaged

This works

Traditional influencer marketing? Yes!!!

But don’t limit yourself

Recruit your own influencers

ListenAskPost

Promote

The Slides and Stuffportent.co/small-influence

CEO, PORTENTportent.com@portentintian@portent.com

I don’t recall, senatorThe Slides and Stuffportent.co/small-influence