Influencers, Love them or Leave them? GGRA Industry...
Transcript of Influencers, Love them or Leave them? GGRA Industry...
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Influencers, Love them or Leave them?
GGRA Industry Conference Panel
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The Panelists
Caren Alpert
Caren Alpert Photography
Jacob Cross
Back of the House Inc
Arnaud Goethals
Vive La Tarte
Allie Tong
Allie Eats + af&co.
Nish Nadaraja
Rich Kid Cool
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Key Learnings
● Definition: An Influencer is someone who has genuine credibility in a specific industry, not simply being popular (although these can overlap).
● You need to do your homework - to get the right influencers and then maintain relationships - and that should be a happy thing process - your brand reaches the right audience and the influencer increases their influence - validation all around.
● Influencer marketing for restaurants is very different than for brands. Mentions and links are great, but how do you know people are coming in the door?
● Your influencers should be unique to you i.e. that couple who comes in once a week with friends might be more valuable than a the latest foodie blogger in the long run. Authentic relations are important for both. Be a part of the conversation (and this should not necessarily be a function of your pr or social media person in a vacuum)
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Caren Alpert
● What is an influencer? it’s word of mouth advertising + technology● your brand/messaging should trump everything else● the current attention on ‘influencers’ makes people feel like they need to ‘do
something’ but that’s not necessarily strategic/purposeful/thoughtful● Remember that a click is not a transaction
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Jacob Cross
● I want to explain to people how we got here, how the media landscape has changed. Share the PESO model - Paid, Earned, Shared, Owned
● I am ‘influencer agnostic’, anyone has the potential to do it!● Sears/JC Penny Kardashians example ● It’s not about the platform, but about the goal and strategy
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Arnaud Goethals
● Know your audience● Online or offline? Digital is not always the answer ● Think about who is going to buy your product● Word of mouth is still the most effective form of
advertising, digital just makes it one to many ● We received global media coverage as a result of our
efforts with local influencers (and the help of our PR team)
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Nish Nadaraja
● Identify key influencers (influence > size) and advocates (VIPS)● Build relationships (not just asks) and do them in real life and online. Support, share
and like their content as it relates to your restaurant (be authentic).● When doing outreach, ask and be specific on what you expect, what you’ll provide.● Follow up and continue maintaining relationships (it’s a small city).● When working with influencers, don’t hamper them too much, let them do their own
“show,” but the ones you do like, consider doing more with them to continue the story.
● Arm your influencers (working with bloggers, give them good lighting and a ladder!)● Remember not everything works and converts to new sales, but it’s more about the
long term results.● Above all else, be Human (personal, nice, relevent and welcoming).
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Allie Tong
● Be strategic, do your research. Not all social media influencers are equal
○ Who has real influence? Who is fake? Who truly has a following?
■ Check websites such as IG Audit and Social Blade
○ Does the influencer’s audience match your target audience?
○ Will the person create content you can reuse?
● Be specific about what you are promoting● Reach a mutually beneficial agreement with the
influencer before hosting them○ Make sure it is clear what each side will receive in exchange