Influencer Marketing Masterclass
Transcript of Influencer Marketing Masterclass
©Connector 2017
I N FLU E N C E R M ARK E T I N G M AST E RC LASS
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We leverage a fearless approach to creativity, a culture of
learning and a fast moving startup environment to
design digital products, engage influencers and produce
‘real world’ experiences.Some of these ideas build brand,
grow market share and increase revenue for our clients
while others become business drivers within our own
eco-system.
HELLO! J
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SERVICES
PRODUCT DEVELOPMENT
We design innovative digital platforms, products and services for legacy brands
and startups that want to differentiate and connect with customers in a fast changing
world.
DIGITAL MARKETING
We are highly experienced digital specialists with an approach that marries
insight driven brand strategy and innovative creative communication to
deliver growth against each brief.
HUMAN NETWORKS
We design human networks that empower your team and communities to work better together, respond faster, co-create and be more effective in achieving their mutual goals. We design human networks that empower people to collaborate and innovate achieving exponential results.
INFLUENCER & SOCIAL ADS
We manage social ads, hand-pick influencers, micro-influencers and communities to amplify messages and deliver results for our clients.
RESEARCH & STRATEGY
Our holistic approach to strategy is underpinned by deep research to understand the client’s business and organisation. We then create transformative creative roadmaps to drive business growth.
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TEAM
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CLIENTS
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Ivan Adriel is a post-digital strategist at Connector. He has
been working in the advertising and innovation industry
since he was 16 years old. He has developed multi-faceted
strategies as well as writing, designing and researching for
global brands like HBO, MTV, Citibank, Allianz, Sony,
Telefonica, Huawei, 3M, Uniphar while working throughout
South America and Europe.
Ivan guest wrote a chapter in a book called Understanding
Social Media - a book published by Kogan Page in the UK.
Ivan has also studied Innovation Strategy at Harvard
University, Data Analysis at General Assembly and
Leadership at Hyper Island.
IVAN ADRIEL
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Mei Ling is currently studying Marketing in DIT and was
hired after a successful placement with Connector. Award
winning Fashion and Beauty blogger, Mei Ling helps to
strategise and to coordinate all our influencers campaigns,
contributing with a singular view of the two sides of the
process.
Self-taught at many skills from design to community
management, Mei Ling helps with projects bringing a 360
view of all things digital from her hands on experience -
aggregating value and finding solutions.
MEI LING TONG
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WTF IS INFLUENCER MARKETING?Influencer Marketing is the process of identifying, researching, engaging and supporting the people who create the conversations impacting your brand,products o r services.
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WHY DOES ITMATTER? W e trust friends, colleagues and
experts mor e than advertising
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WHY IS IT GROWING?
1Ad
avoidance
3Influencers are key sources of
content
4It’s getting easier
to connectwith influencers
2Increased Social
Ad Spend2 0 %
USING ADBLOCK
0 . 06%CTR
WORLD
€50. 8M in 2016 H1 over 2015 H1
1 3 0 %
SOCIAL MEDIA DISPLAY
€2 0 .8M in 2016 H 1 o ver 2015 H1
89%
SPEND ON DIGITAL VIDEO
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WHAT MAKES ANINFLUENCER?
Audience Filters Tr endset t ers
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5 STAGES OFBUILDING A RELATIONSHIP
Are you on your influencer’s radar? This stage is about raising awareness
and connecting with them. Increased Social
Ad Spend
U n a w a r e1
1. Follow and subscribe to their content
2. Share their content with your community
3. Connect with those that influence them
2A w a r e
Once your influencers are aware of your
brand, your goal is to establish a
rapport.
1. Curate useful content
2. Link back to their content
3. Comment on their posts
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5A d v o c a t e5 STAGES OF
BUILDING A RELATIONSHIP
Create value for them. Increase your level and frequency of
communication.Increased Social
Ad Spend
I n t e r e s t e d3
1. Offer access to people and insights
2. Feature them on your content
3. Build personal rapport
4E n g a g e d
Activate them through your
initiatives . Activities such as their participation in events and co-
creation of content.
1. Invite participation
2. Co-create content
3. Sponsor their initiatives
Formalise your business
relationship with them, based on your upcoming
marketing programs and
campaigns.
1. Promote them on your channels
2. Send them business
3. Let them impact your company
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1. Irrelevant Requests - the influencers know their audience. So should you. Do your research on their audience before reaching out!
2. Being too familiar/friendly on the first contact – this is still business at the end of the day.
3. Unreasonable Deadlines – no one likes them!4. Stalking – avoid constant follow ups after your first pitch, give them a
chance to reply.5. Failure to Follow Up – asking for participation and then never following up.
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
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6. Being shady – never ask an influencer to hide the fact that it’s a sponsored post. #ad
7. Not being thankful – this goes both ways.8. Being one-sided – make sure to follow through with all your commitments made
to the relationship.9. Not being patient – we’ve all got other things to do, influencers included. Unless
there’s a strict deadline, allow for some leeway.10. Asking for follow links – this goes against Google’s guidelines and is lazy
marketing. There are so many fresh and exciting ways you can engage with influencers! Use them!
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
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The next part of the session is our influencer workshop.
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them.
INFLUENCER WORKSHOP
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HOW CAN WE HELP?
INFLUENCER STRATEGY
INFLUENCER OUTREACH
PERSONAL BRAND DEVELOPMENT
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CONTACT
[email protected]+ 353 1 906 0006Twitter: @connector18 Eustace Street,Temple Bar,Dublin 2