Webinar: Engaging With Online InfluencersPresenter: Holly Hamann, co-founder, TapInfluence

formerly

#TapInfluence

About Your PresenterHolly Hamann

holly@tapinfluence.com@HollyHamann

Co-founder, TapInfluenceSixth tech start-up

18 years in digital marketing Mathematics and Computer Science Degree

Blogger – www.LoveandMath.com Frequent speaker on social marketing

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What is TapInfluence?

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Current Clients

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The New Influencer

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Customers Follow Her

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What do influencers have that brands don’t?

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What is Influencer Marketing?

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Partnering with influencers who help create and share peer-trusted content.

• Helps reach more target consumers

• Creates trust

• Provides relevant consumer content

• Helps create highly engaging, authentic content (video and mobile, blog posts)

• Scalable

• Creates powerful earned media

• Effective supplement (or alternative) to banner advertising

Partnerships With Influencers Are Key

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What do influencers want?

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?

We asked 65,000 of them

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• What does the ideal brand partnership look like?

• Which product category campaigns are most desirable?

• How does trust and social good influence partnership choices?

• How is influence measured?

• How effective are brands at connecting, pitching, and compensating bloggers?

• Which brands are the most successful at forming influencer partnerships?

We Wanted to Know

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Survey Demographics

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Survey Demographics

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73% of all bloggers surveyed have children (under 18) living at home.

Core Influencer Categories

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Top “Other” categories:

• Personal• Beauty• Books• Faith/Religion

This is where thousands of untapped powerful niche communities live.

Mobile Use

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Time spent PER DAY engaged in social media from mobile phone

Hours per week spent engaged with other blogs

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Hours per week

Bloggers who spend 6 or more hours per week commenting on other blog communities show a correlated increase in revenue.

Influence is about engagement

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Not always about traffic…

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Influencers favor brand-sponsored social media and blog campaigns!

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• 60% respected brands who wanted to interact with bloggers, thought campaigns were fun, validated their blogs, or thought they were great opportunities to earn revenue.

• Less than 2% disliked brand-sponsored social media or blog campaigns.

93% have purchased a product based on information they found on a blog or online community.

What bloggers want in a brand relationship

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90% of bloggers surveyed were somewhat or very interested in working with brands, provided they were compensated.

Most popular brand categories (view 1)

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• 70% of influencers trust a brand more when that brand is promoted or recommended by someone they know from a blog or social media

• 56% of influencers trust a brand more when a campaign includes an element of “social good” (raising money or awareness for a non-profit or social cause).

What’s TRUST got to do with it?

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How brands are reaching out to bloggers

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58% of bloggers have never been approached by a brand to work on a

campaign

Effectiveness of brand pitches

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Number of brand pitched received by bloggers each year

• Nearly 2/3 of bloggers reject at least half of the brand pitches they receive.

• 87% said personal feelings about a brand influences whether they will work with that brand.

• Nearly 2/3 of bloggers reject at least half of the brand pitches they receive.

• 87% said personal feelings about a brand influences whether they will work with that brand.

Elements of a good pitch

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• Personal• Targeted• Relevant• Compensation• Clear • Organized • Concise

What product category campaigns were accepted?

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Reasons for negative experiences

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12% of bloggers had a negative experience working

on a brand campaign.

Brands creating successful partnerships

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Just like any perfect relationship…

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Influencers want:

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Brands want:

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How do you get it?

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Photo source: Warner Bros.

What bloggers want How to get it

Commitment Engage bloggers for multiple campaigns to create relationships you can rely on for years.

Partnership Products and trends evolve over time. Take the time to ask bloggers about your brand and product. Then listen.

Respect Be as professional as you would with any business colleague.

Compensation Asking bloggers to work for free is short-sighted. Create powerful partnerships by providing mutual benefit and compensation.

Clarity Be clear about campaign scope (amount of work required, deadlines, compensation, non-competes, etc). Make it easy to say yes or no.

To champion valuable products Provide a high-quality product that is appropriately targeted (i.e. don’t ask a diabetic blogger to write about your chocolate bar).

Social engagement Follow bloggers on Twitter and Facebook, join their community discussions, comment on their blogs, get to know them.

Balance Create campaigns that accommodate family-oriented lifestyles.

4 Key components to success

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Identify: BlogFrog connects brands to a network of more than 100,000 social media influencers based on topic, vertical market, demographic, social influence, and consumer reach.

Activate: Brands then mobilize key influencers to create powerful branded content based on topic, vertical market, and reach, to engage with millions of target consumers.

Distribute: Integrates with top social platforms and enables conversations and buzz to be instantly distributed and amplified across the web and on a brand’s existing digital assets (websites, Facebook, etc.). By tapping influencers who are aligned with a brand’s products and values, digital content scales faster and wider among consumers that genuinely care about the topic.

Measure: Brand marketers can track and monitor the creation, distribution, reach and engagement of all influencer content, regardless of social platform. Brands can access performance metrics that track how consumers interact with and spread social content.

Case Study – ABC News

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ABC News and the United Nations Foundation wanted to connect millions of moms in the US with moms in developing countries to drive awareness and action around issues affecting moms and babies everywhere.

They leveraged BlogFrog’s influencer marketing platform to identify and engage over 800 influencers around the world who created brand-hosted content that was distributed on ABC News and UNF digital assets as well as on their blogs, Facebook, and Twitter. The program even sparked a rally on Times Square which was covered by Good Morning America.

Results included:

800+ influencers

Facebook, Twitter, Blogs, Video, Mobile, International

15.3 million blog readers reached

31.2 million total social media impressions

Case Study

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• Post questions on twitter using #TapInfluence or in the Chat Screen of GotoWebinar

• Contact us for a demo!• Register for our next webinar, November 7th at 11am MST. Best

Practices in Influencer Marketing, How Udi’s Created a Gluten-Free Community

• www.tapinfluence.com

Questions?

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Holly Hamann

Co-founder, TapInfluence

holly@tapinfluence.com

Thank You!

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