how to do influencer marketing right

HOW TO DO INFLUENCER MARKETING RIGHT

#UnderTheInfluence

HI! NICE TO MEET YOU!

Russell Wilde Jr. works on the product strategy and operations team for Julius, an influencer marketing software for brands and agencies. He also is the

president of Front Office Sports, a website devoted to sharing news and information about the sports

industry with students and young professionals. To contact him, email '[email protected]’ or follow

him on Twitter at @RussWildeJr.

RUSSELL WILDE Product Strategy and Operations, Julius

@RussWildeJr

Brittni Kinney is a client engagement specialist at Influence & Co., a content marketing agency that

specializes in creating engaging content that fuels companies’ content marketing efforts and positions their key employees as influencers in their industries. Influence & Co. was named to Forbes’ Most Promising Companies in America

list and #239 on the 2016 Inc. 500.

BRITTNI KINNEY Vice President, Influence & Co.

@BkBlackandGold

#UnderTheInfluence

SO WHAT ARE WE GOING TO TALK ABOUT TODAY?

PART ONE - INTRODUCTION

Pairing the Right Influencer for Your Brand The “Mega-Influencer” Distraction

PART THREE - INFLUENCER MARKETING OBSTACLES

PART TWO - WHY INFLUENCER MARKETING IS EFFECTIVE

PART FOUR - HOW TO NAIL INFLUENCER MARKETINGEstablish Your Presence as a Thought Leader Invest In Your Influencer Relationships Hiring an Influencer Management Team

INTRODUCTIONPART ONE

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INTRODUCTION

▸ Millennials have surpassed baby boomers as the largest group of consumers.

▸ What matters to Millennials? Authenticity. It is their second biggest motivator for choosing brands to support.

▸ 1 percent of millennials states that a compelling ad influences them

WHY INFLUENCER MARKETING IS EFFECTIVE

PART TWO

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WHY INFLUENCER MARKETING IS EFFECTIVE

‣ It relies on authenticity and transparency and, most importantly, the ability to appear trustworthy. Your marketing materials shouldn’t feel like marketing materials; they should feel more like a conversation built on the fundamentals of trust.

‣ Achieving trust will help your brand resonate with your key audiences so that they will become lifelong advocates.

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WHY INFLUENCER MARKETING IS EFFECTIVE‣ Working with influencers can fulfill many different goals for

your brand:

- Brand awareness: Influencers can help you reach a wider audience and educate them about your brand

- SEO: When other, high-traffic sites link to your site, it increases your search results

- Reliability: Having an outside entity endorse you makes your brand/product look more reliable and trustworthy

INFLUENCER MARKETING OBSTACLES

PART THREE

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INFLUENCER MARKETING OBSTACLES

▸ Pairing the right influencer for your brand

▸ The last thing you want to do is join forces with an influencer who doesn’t have much influence in your industry.

▸ The “mega-influencer” distraction

▸ Just because someone may be considered a “mega-influencer” doesn’t mean you should seek him or her out for your brand.

HOW TO NAIL INFLUENCER MARKETING

PART FOUR

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▸ Establish your presence as a thought leader

▸ Invest in your influencer relationships

▸ Hire an influencer management team

ESTABLISH YOUR PRESENCE AS A THOUGHT LEADER



ESTABLISH YOUR PRESENCE AS A THOUGHT LEADER▸ A big part of getting your brand on

the radars of influencers is building your own influence first.

▸ Invest in your content footprint by creating content for your brand and personal brand. Seek out columns and pitch articles to publications that target your audiences.

INVEST IN YOUR INFLUENCER RELATIONSHIPS


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INVEST IN YOUR INFLUENCER RELATIONSHIPS

▸ An influencer relationship shouldn’t be seen as a “one-night stand.” You want these influencers to return and partner with you in the future, not with your competitors. Invest in the relationship by being advocates for each other continuously.

▸ One-off posts work as far as ROI metrics are concerned, but they’re not ideal. Find influencers who are willing to work with your brand on an evergreen basis.

▸ 77 percent of influencers work with brands as part of an evergreen relationship.

▸ Co-create content that, when viewed, does not seem like a sponsored post.

Royal Caribbean’s Royal Crush series with AwesomenessTV

“Creators’ House” for Adidas

L’Oreal Beauty squad B2C EXAMPLES

SalesForce Twitter

British Airways UnGrounded Innovation Lab

IBM Marketing Social Business ProgramB2B EXAMPLES

HIRE AN INFLUENCER MANAGEMENT TEAM


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HIRE AN INFLUENCER MANAGEMENT TEAM

▸ Having a team that can focus on outreach will help you build relationships with influencers so that your efforts can see some real results.

▸ Make sure the person running your social media is also keen on your influencer relationships.

BRITTNI KINNEY Client Engagement Specialist, Influence & Co

@BkBlackandGold [email protected]

RUSSELL WILDE Product Strategy and Operations, Julius

@RussWildeJr [email protected]

QUESTIONS?

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