influencer marketing tips and best practices for the retail industry

#BIGinfluence

AMPLIFY YOUR BRAND WITH INFLUENCER MARKETING

KRISTY SAMMIS, @kristysf Clever Girls Founder & Chief Innova8on Officer Moderated a panel on leveraging Influencer Marke8ng for Retail

JACLYN RUELLE Account Director PR/Social Influence Mullen Lowe www.linkedin.com/jaclynruelle

KELLY DONLIN Fashion & Lifestyle Influencer Sparkles & Shoes @kellydonlin

#BIGinfluence

KRIS MULKEY Director of Brand Marke8ng PoHery Barn @kmulkey007

OUR CLEVER PANELISTS REPRESENTED A 360° VIEW OF INFLUENCER MARKETING:

#BIGinfluence

INFLUENCER MARKETING IS NOT NEW,

IT’S WORD OF MOUTH MARKETING ON STEROIDS Thanks to social media, we now have the tools to track conversa8ons about brand products from the top of the funnel through to purchase.

ART & SCIENCE engaging people who are influen8al online to share brand messaging with audiences in the form of sponsored content

INFLUENCER MARKETING IS

#BIGinfluence

WORKS “marke8ng-‐induced consumer-‐to-‐consumer word of mouth generates more than twice the sales of paid adver8sing”

SOURCE: hHp://www.mckinsey.com/insights/marke8ng_sales/a_new_way_to_measure_word-‐of-‐mouth_marke8ng

INFLUENCER MARKETING

#BIGinfluence

SOLVES OUR BIGGEST MARKETING PROBLEM: AD FATIGUE

1: h%p://www.kellerfay.com/wp-‐content/uploads/2013/08/OnBrandsWOMJMR2013.pdf 2: h%p://www.markeDorce.com/press-‐releases/item/research-‐social-‐media-‐influence/ 3: h%ps://www.visioncriHcal.com/new-‐data-‐how-‐social-‐media-‐drives-‐purchasing/ 4: h%p://branderaH.com/the-‐age-‐of-‐advocacy-‐and-‐influence-‐26-‐stats-‐marketers-‐should-‐know/ 1: h%p://www.kellerfay.com/wp-‐content/uploads/2013/08/OnBrandsWOMJMR2013.pdf 2: h%p://www.markeDorce.com/press-‐releases/item/research-‐social-‐media-‐influence/

3: h%ps://www.visioncriHcal.com/new-‐data-‐how-‐social-‐media-‐drives-‐purchasing/ 4: h%p://branderaH.com/the-‐age-‐of-‐advocacy-‐and-‐influence-‐26-‐stats-‐marketers-‐should-‐know/


#BIGinfluence

81% Make purchase decisions based on friends’ social media posts1

43% Of social media users buy a product a9er sharing or favori<ng it on Facebook, TwiAer, or Pinterest2

4-‐10X Higher conversions from offers shared by trusted advocates than brands3

1: h%p://www.kellerfay.com/wp-‐content/uploads/2013/08/OnBrandsWOMJMR2013.pdf 2: h%p://www.markeDorce.com/press-‐releases/item/research-‐social-‐media-‐influence/ 3: h%ps://www.visioncriHcal.com/new-‐data-‐how-‐social-‐media-‐drives-‐purchasing/ 4: h%p://branderaH.com/the-‐age-‐of-‐advocacy-‐and-‐influence-‐26-‐stats-‐marketers-‐should-‐know/

70% Of internet users want to learn about a product through content rather than through tradi<onal adver<sing. 4

1: h%p://www.kellerfay.com/wp-‐content/uploads/2013/08/OnBrandsWOMJMR2013.pdf 2: h%p://www.markeDorce.com/press-‐releases/item/research-‐social-‐media-‐influence/ 3: h%ps://www.visioncriHcal.com/new-‐data-‐how-‐social-‐media-‐drives-‐purchasing/ 4: h%p://branderaH.com/the-‐age-‐of-‐advocacy-‐and-‐influence-‐26-‐stats-‐marketers-‐should-‐know/

1: hHp://www.markeWorce.com/press-‐releases/item/research-‐social-‐media-‐influence/ 2: hHps://www.visioncri8cal.com/new-‐data-‐how-‐social-‐media-‐drives-‐purchasing/ 3: hHp://brandera8.com/the-‐age-‐of-‐advocacy-‐and-‐influence-‐26-‐stats-‐marketers-‐should-‐know/ 4: hHp://www.mdgadver8sing.com/blog/the-‐shi\-‐to-‐na8ve-‐adver8sing-‐in-‐marke8ng-‐infographic/


#BIGinfluence

START SMALL. You don’t need a ton of money to get started.

#BIGinfluence

POTTERY BARN ON INFLUENCER MARKETING:

Over the holidays PoHery Barn ran The 12 Tradi8ons of Christmas. We worked with 12 amazing influencers because we wanted customers to be inspired by real people. Oh that’s how it can look in my home. My house can look just as beau8ful. When we’re pos8ng things that are real, people really respond. These influencer posts got the highest engagement, most likes, most comments, [of the whole program]. The featured products sold out.

RETAIL CASE STUDY:

#BIGinfluence

KRIS MULKEY Director of Brand Marke8ng, PoHery Barn @kmulkey007

WORDS OF WISDOM:

#BIGinfluence

LET INFLUENCERS BE AUTHENTIC

Readers come to influencers on a daily basis because they want to hear what the influencers have to say, not be fed a corporate message.

INFLUENCER MARKETING REMINDER:

#BIGinfluence

KELLY DONLIN Fashion & Lifestyle Influencer, Sparkles & Shoes @kellydonlin

INFLUENCER MARKETING HAS ROI:

#BIGinfluence

THE RIGHT INFLUENCERS CAN DIRECTLY IMPACT SALES.

We gave Fashion and Style bloggers $300 in shopping credit a month. Yes, there are a lot of brands with big budgets, but if you find the right influencer, a $300 gi\ card s8ll works. We used custom links to track performance. Our top influencers generated 7.5x her cost in revenue.

RETAIL CASE STUDY:

#BIGinfluence

JACLYN RUELLE Account Director PR/Social Influence, Mullen Lowe www.linkedin.com/jaclynruelle

#BIGinfluence

We’ve barely scratched the surface of what Influencer Marke8ng can do for retailers...or any B2C business! For more case studies, visit www.CleverGirlsCollec8ve.com For the ul8mate guide in successful Influencer Marke8ng, grab a copy of Influencer Marke8ng for Dummies. Or simply contact any of us at [email protected]. We’ love to chat!

influencer marketing tips and best practices for the retail industry

Marketing