For five years, Clever Girls has been running successful influencer marketing campaigns (from hiring bloggers, to engaging influencers on Twitter, Facebook, Pinterest and Instagram). Originally prepared and presented for Shop.org 2014 Summit ("Digital Bootcamp"), this presentation gives a high-level overview of how to approach integrated influencer marketing programs.

1. BLOGGERS
PINNERS
INSTAGRAMMERS
TWEETERS
FACEBOOKERS
PHOTOGRAPHERS
STORYTELLERS
CONTENT-CREATORS
MOVERS
SHAKERS
TASTEMAKERS
INFLUENCERS
WE
ARE
CLEVER
GIRLS
KRISTY SAMMIS
kristy@clevergirlscollective.com
originally prepared for Shop.org Summit 2014

2. IT’S 2014.
SOCIAL MEDIA HAS SOLVED ALL
OUR MARKETING PROBLEMS!

3. 85%
(JUST KIDDING)
OF SOCIAL MARKETERS AREN’T SURE
WHICH SOCIAL MEDIA TOOLS TO USE
*Source: Social Media Examiner 2014 Report, 2800 Marketers

4. IT’S NOT THAT EASY
PLATFORMS
CHANGE ALL
THE TIME
*Image Source: HyperboleAndAHalf.com
CREATING CONTENT
AND ENGAGING WITH
CUSTOMERS IS A
GIANT DRAIN ON
RESOURCES
ROI?
ROI?
ROI?

5. BUT YOU’VE GOT A SECRET WEAPON:
INFLUENCER MARKETING
GIVE YOUR BRAND ADVOCATES
THE OPPORTUNITY TO SELL
YOUR STORY

6. YOUR SECRET WEAPON:
INFLUENCER MARKETING
INFLUENCERS DO THIS
FOR YOU
CREATING CONTENT AND
ENGAGING WITH CUSTOMERS IS A
GIANT DRAIN ON RESOURCES
PLATFORMS CHANGE ALL THE TIME
ROI? ROI? ROI?
THE INFLUENCERS
ARE THE EXPERTS
COST-EFFECTIVE
OUTSOURCING,WIN-WIN

7. INFLUENCER MARKETING DRILLDOWN
WHO’S AN INFLUENCER?
HOW DO I FIND HER?
WHAT DO I DO WITH HER?
HOW DO I MEASURE WHAT WE DID?

8. WHO’S AN
INFLUENCER?

9. 80%
OF ALL US HOUSEHOLD
PURCHASING DECISIONS
ARE MADE MY WOMEN
OF WOMEN WHO BLOG HAVE
PURCHASED SOMETHING BECAUSE
A BLOGGER RECOMMENDED IT
71%
92%
OF US WOMEN USE
SOCIAL MEDIA REGULARLY
WHO’S AN INFLUENCER?

10. A WOMAN WHO HAS AN
ENGAGED SOCIAL MEDIA
FOLLOWING:
SHE CAN MOVE
HER AUDIENCE TO
RESPOND AND
TAKE ACTION
WHO’S AN INFLUENCER?

11. HOW DO I
FIND HER?

12. LISTEN TO
THESE
PLATFORMS:
§ BLOGS
§ FACEBOOK
§ TWITTER
§ INSTAGRAM
§ PINTEREST
HOW DO YOU FIND HER?

13. LOOK FOR PROOF OF ENGAGEMENT
§ BIGGEST ISN’T ALWAYS BEST
§ LISTS ARE UNRELIABLE – USE YOUR OWN TOOLS
§ MOST METRICS ARE OUTDATED
QUALITY OVER QUANTITY WINS EVERY TIME
HOW DO YOU FIND HER?

14. CASE STUDY

15. WHAT DO I DO
WITH HER?

16. 3C
APPROACH THIS AS A PROFESSIONAL RELATIONSHIP
COMMUNICATE
CONTRACT
COMPENSATE
WHAT DO I DO WITH HER?

17. COMMUNICATE
SET EXPECTATIONS; THIS IS WHEN YOU
DECIDE WHAT YOU’RE MEASURING
WHAT DO I DO WITH HER?
APPROACH THIS AS A PROFESSIONAL RELATIONSHIP

18. HOW WILL I
MEASURE
WHAT WE
DID?
*FORRESTER RESEARCH WWW.FORRESTER.COM"

19. INFLUENCERS
IN ACTION

20. WHEN DO I USE BLOGGERS?
WHEN YOU WANT TO
CREATE
BRAND CONTENT
§ USER-GENERATED CONTENT YOU CAN SYNDICATE
§ BRAND AWARENESS OR NEW RELEVANCY
§ REVIEWS IN REAL LIFE, DISCOVERABLE & EVERGREEN
§ EXPERT OPINIONS
§ ALTERNATE: COUPON BLOGGERS

21. CCAASSEE SSTTUUDDYY

22. CASE STUDY
THE SEASIDE BAKER

23. WHEN DO I USE
FACEBOOK INFLUENCERS?
WHEN YOU WANT TO
SHARE
BRAND CONTENT
§ SALES OR COUPONS
§ CONTESTS OR GIVEAWAYS
§ AD OR VIDEO DISTRIBUTION

24. CASE STUDY

25. WHEN DO I USE
TWITTER INFLUENCERS?
WHEN YOU WANT
REAL-TIME
ACTION
§ PRODUCT LAUNCHES, STORE OPENINGS
§ FLASH SALES
§ TIE-INS WITH TV PROGRAMMING
§ TWITTER PARTIES
4 HATS FRUGAL

26. 14% INCREASE
IN UNITS SOLD
YEAR-OVER-YEAR
CASE STUDY

27. CASE STUDY
2-HOUR EVENT:
53 MILLION
SOCIAL
IMPRESSIONS

28. WHEN DO I USE
INSTAGRAM INFLUENCERS?
WHEN YOU WANT TO REACH
YOUNG
& FRESH
CONSUMERS
§ BEAUTY AND FASHION
§ PRODUCT LAUNCHES AND SALES

29. CASE STUDY
THE BEAUTY MILK
“an effective advertisement
- I'm ordering some today!”

30. 86%
INCREASE IN
FOLLOWERS
CASE STUDY

31. WHEN DO I USE
PINTEREST INFLUENCERS?
WHEN YOU WANT TO
DRIVE
TRAFFIC
§ RETAILERS
§ RECIPES
§ CRAFTS
§ INTEGRATING WITH BLOG PROGRAMS
(POLYVORE)
I HEART NAPTIME

32. CASE STUDY

33. REMEMBER…
YOUR GREATEST ADVOCATES ARE ALREADY OUT THERE
PUT THE SOCIAL BACK
IN SOCIAL MARKETING:
THAT’S WHERE
THE MAGIC HAPPENS

34. THANK YOU!
KRISTY SAMMIS
FOUNDER, CLEVER GIRLS
@kristysf