Working with online influencers and foodies to grow your business

• The Tomorrow Lab • Formerly Durham CCC & UTV Media• Eximo Sports Project• Irish Tech News• MSc Marketing

@andijarvis @thetomorrowlab

The Tomorrow Lab


What is an influencer?

• Someone who is well connected online and is seen as an influential person in a certain industry.




Source: http://www.traackr.com/faces-of-influence

http://www.traackr.com/faces-of-influence

What is an influencer?ANYONE


Research!


Research!


• BIG following does not mean BIG reach• BIG following does not mean BIG engagement• BIG following almost always means BIG cost

Research!


Reach out with outreach


• Influencers are human• You are human• Let’s be human about this• Stalk – Interact – Engage



The good



The bad

Be realistic


Be realistic


• This is a business transaction, treat it as one• Don’t ask for the world and offer nothing in

return• Bloggers talk – they have an awareness of the

value they carry• But do have limits

Trust your product


Trust your product


• Don’t try and influence editorial

• If it’s good, they will say it’s good• If it’s bad, they’re often constructive• If it’s awful, they usually don’t write anything

Build ambassadors


“The chance to work with a brand over a few months rather than just a one off felt more

authentic and more exciting”

• One offs work• But partnerships can drive better value

Measure


Conclusion


• Influencers are not miracle workers• It’s not an “on the cheap” marketing strategy• Planning, research and measurement are vital

Conclusion


@andijarvis@thetomorrowlab

Working with online influencers and foodies to grow your business

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