DISCLAIMER: There are a lot of photos in this presentation that might resemble the mafia. If you should leave inspired to beg, borrow, and steal your way to the top, please do not hold me accountable.

@JasonKeath

Hello

Hello

Hello

Hello

Hello

INFLUENCE

people content

social media

Influence Is About People

InfluenceThe Ability

To Move

People Toward

Valuable Action

4 Levels of Influencers

Celebrities

Publishers

Fans

Friends

MomGirlfriend (@nikisnotes)

Coworker

Vendor

Customer

Blogger

Bieber

The Influence Sweet Spot

Celebrities

Publishers

Fans

FriendsVendor

Customer

Blogger

Influence and Advocacy

Celebrities

Influencers

Advocates

FriendsVendor

Customer

Blogger

Publishing Targets

Blogs Email Lists OtherForum

YoutubeTwitter

FacebookPinterestLinkedIn

Large and FocusedAudiences

Captive Audiences,Higher Converting

Yeah, I can get you some customers.

But it’ll cost ya.

The cost of influence:

• Average bloggers can get paid

$300-$1000 per piece of content

(and more)

• Developing influencer relationships

takes months and years

Cash or Sweat

1. Focus

2. Research

3. Refine

4. Relationship

5. Activation

6. Follow Up

Influencer Marketing

1. Focus

Start with your influencee

Ford might look for:

1. Moms – Parenting

2. College Students – Indie Music

3. Newly Weds – Home Improvement

Focus: Defining Topics

VW Partners With Beauty Bloggers For Driver Safety Videos

VW Beauty Videos

Coraline Film Gives Influencers Custom Gift Boxes

Coraline Niche Targets

2. Research

Klout, PeerIndex, Little Bird, Amazon, Youtube, Google, Technorati, Twitter, Followerwonk, Alltop

Tips On Research

Webinar for 7 bloggers creates coverage that reaches millions

Universal Harry Potter

3. Refine

via Dave Fleet

Objective tools:

Google Pagerank, Alexa Score, Klout Score, Amazon Reviews, Youtube Subscribers, Comments, Twitter Followers, Publishing Frequency

Subjective tools:

Website design, language, frequency, community, ads, partners

Tips For Refining

Laughing Cow Champions

Highly Targeted Content Creators as Paid Partners

@SarahKayHoffman

4. Relationship

1. Content

2. Participate

3. Ecosystem

4. Say Hello

5. Support

Tips For Relationship

5. Activation

• First Access

• Big Creative

• Feature Them

• Involve Them

• Spotlight the Movement

• Tailor the Ask (relevance)

Tips For Activation

Old Spice Viral Videos

Custom commercials sent to influencers, millions of views

6. Follow Up

• Be A Resource

• Monitor

• Answer Questions

• Get Feedback

• Say Thank You

• Syndicate

Tips For Follow Up

Join Us In Tampa

SocialFreshConference.com

Thank You