how social influencers can build your business · 2018-03-22 · influencer marketing best...
TRANSCRIPT
How Social Influencers
Can Build Your Business
@Colleen_OMorrow
Colleen O’Morrow
Marketing & Social Media Strategist,
MediaSource
An award-winning creative agency that specializes in content-focused public relations, content marketing
and national media exposure for major brands.
@Colleen_OMorrow
Today’s Industry
● Competition for content● Technology removes barriers for
brands● Social media allows direct
access to audience
People remember 30% of what they read but 80% of what they see.
Study by educational psychologist Jerome Butler, New York University @Colleen_OMorrow
Today’s Industry
COMPETITION FOR CONTENT
1.3 MILLION PIECES OF CONTENT PER MINUTE ON FACEBOOK ALONE!
Today’s Industry THE NEW PR
TELLING STORIES● Creating multimedia content.● Sharing information directly with your
target audiences.
@Colleen_OMorrow
The Power of Social
Influence
@Colleen_OMorrow
Today’s Industry THE CONSUMER’S MINDSET
88% of consumers say they trust online reviews as much as personal
recommendations
Influencer Marketing Hub
@Colleen_OMorrow
6 in 10 YouTube subscribers would follow advice on what to buy from
their favorite creator over their favorite TV or movie personality
Influencer Marketing Hub
Today’s Industry THE CONSUMER’S MINDSET
@Colleen_OMorrow
Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer
Influencer Marketing Hub
Today’s Industry THE CONSUMER’S MINDSET
@Colleen_OMorrow
Who’s An Influencer,
Anyway?
@Colleen_OMorrow
Social Influencers DEFINITION
A user on social media who has established credibility in a specific industry. A social media
influencer has access to a large audience and can persuade others by virtue of their authenticity
and reach.
PIXLEE @Colleen_OMorrow
Social Influencers DEFINITION
Traditional Influencer vs.
Micro Influencer
@Colleen_OMorrow
Social Influencers
MICRO INFLUENCER● Smaller following● Niche audience● Stronger conversion (in most cases)
@Colleen_OMorrow
Social Influencers
INSTAGRAM - STRONGEST INFLUENCER SPACE @Colleen_OMorrow
Social Influencers
@Colleen_OMorrow
Choosing a Social
Influencer For Your Brand
@Colleen_OMorrow
Where’s Your Audience?
@Colleen_OMorrow
Where’s Your Audience?
● Where do they consume content? ● What social channels do they use?● What content currently performs well on
your social channels?
@Colleen_OMorrow
Social Listening DEFINITION
Proactively searching for social media users talking about the key messages and themes that your brand values and provides
insight for, but are not following or tagging your brand.
MEDIASOURCE
@Colleen_OMorrow
What Influencers Are In That Space?
@Colleen_OMorrow
@Colleen_OMorrow
@Colleen_OMorrow
How Visual is Your Content?
@Colleen_OMorrow
Influencers want to maintain an audience...They want
quality content!
@Colleen_OMorrow
IMPORTANTThink about the AUDIENCE.What type of visual will work best for the people you want to see your story?
@Colleen_OMorrow
Choosing the Best Visual
IMPORTANTThink about the CHANNEL.Where will people see your story?
@Colleen_OMorrow
Choosing the Best Visual
What’s Your Influencer Criteria?
@Colleen_OMorrow
INFLUENCERS: QUALITY > QUANTITY
INFLUENCER CRITERIA
● Size of following● Content the influencer produces● Post engagement
@Colleen_OMorrow
Kilwins Influencer Campaign INFLUENCER
RESEARCH
INFLUENCER NAME/REAL
NAME
SOCIAL PLATFORMS
SOCIAL FOLLOWING
SIZE
CONTACT INFO
CONTENT DESCRIPTION
& NOTES
@Colleen_OMorrow
What can you give?
@Colleen_OMorrow
INFLUENCER PERKS
OPTIONS: ● Free products● Free services● VIP access or special event opportunity● Discounts for influencer and/or their
followers
@Colleen_OMorrow
Case Study: Kilwins
@Colleen_OMorrow
@Colleen_OMorrow
Kilwins Influencer Campaign GOAL
Drive brand awareness to the launch of Kilwins in the Columbus market and drive followers to the
brand’s most visual social media account - Instagram.
@Colleen_OMorrow
Kilwins Influencer Campaign
CANDY IS VISUAL!
@Colleen_OMorrow
Kilwins Influencer Campaign STRATEGY
Partner with local Columbus influencers to spread the Kilwins buzz, focused on sweets variety and
in-store made items.
@Colleen_OMorrow
Kilwins Influencer Campaign STRATEGY
Kilwins Influencer Criteria● Local, Columbus presence● Food-focused...Sweets are a plus! ● Following in the 1K-20K on Instagram
@Colleen_OMorrow
Kilwins Influencer Campaign RESEARCH
Columbus Food Influencer List
INFLUENCER NAME/REAL
NAME
SOCIAL PLATFORMS
SOCIAL FOLLOWING
SIZE
CONTACT INFO
CONTENT DESCRIPTION
& NOTES
@Colleen_OMorrow
Kilwins Influencer Campaign STRATEGY
Valentine’s Day Tie-In
@Colleen_OMorrow
Kilwins Influencer Campaign STRATEGY
Valentine’s Day Influencer Event
@Colleen_OMorrow
What’s in it for the
influencer?
@Colleen_OMorrow
Kilwins Influencer Campaign STRATEGY
The Real Willy Wonka: Make (& Taste) Valentine’s Day Candy at the New Kilwins Dublin!
● Tasting of different Kilwins chocolates● Participation in the candy-making process● Candy gift basket, personalized to favorite
candy
@Colleen_OMorrow
Kilwins Influencer Campaign STRATEGY
Kilwins Influencer Campaign RESULTS
Kilwins Influencer Campaign RESULTS
Kilwins Influencer Campaign RESULTS
Kilwins Influencer Campaign RESULTS
@Colleen_OMorrow
Kilwins Influencer Campaign RESULTS
@Colleen_OMorrow
Kilwins Influencer Campaign
● In the two weeks following the event,
@kilwinsdublin gained 150+ followers
● Instagram engagement rose by 20%
● Engagements per media went up 101%
● In-store traffic for chocolate-covered
strawberries & fudge
@Colleen_OMorrow
Kilwins Influencer Campaign
@Colleen_OMorrow
Kilwins Influencer Campaign
Kilwins Influencer Campaign OTHER OPPORTUNITIES
@Colleen_OMorrow
Influencer Marketing Best Practices
@Colleen_OMorrow
BUILD A RELATIONSHIP BE GENUINE
BE CRITICAL ON
SELECTION
WHAT’S THE PERK?
CROSS-PROMOTION
How Social Influencers
Can Build Your Business
@Colleen_OMorrow
Colleen O’Morrow
Marketing & Social Media Strategist,
MediaSource