At National Retail Federation's Big Show this year, our panel of experts from all sides of the retail industry (blogger, retailer and agency) share their tips for successful influencer marketing.
2. KRISTY SAMMIS, @kristysf
Clever Girls Founder & Chief Innova8on Officer
Moderated a panel on leveraging Influencer Marke8ng for Retail
JACLYN RUELLE
Account Director PR/Social Influence
Mullen Lowe
www.linkedin.com/jaclynruelle
KELLY DONLIN
Fashion & Lifestyle Influencer
Sparkles & Shoes
@kellydonlin
#BIGinfluence
KRIS MULKEY
Director of Brand Marke8ng
PoHery Barn
@kmulkey007
OUR CLEVER
PANELISTS
REPRESENTED
A 360° VIEW OF
INFLUENCER
MARKETING:
3. #BIGinfluence
INFLUENCER MARKETING IS NOT NEW,
IT’S WORD OF MOUTH
MARKETING ON
STEROIDS
Thanks to social media, we now have the tools to track conversa8ons
about brand products from the top of the funnel through to purchase.
4. ART
& SCIENCE
engaging people who are influen8al online to
share brand messaging with audiences in the
form of sponsored content
INFLUENCER MARKETING IS
#BIGinfluence
5. WORKS “marke8ng-‐induced consumer-‐to-‐consumer word of mouth generates
more than twice the sales of paid adver8sing”
SOURCE: hHp://www.mckinsey.com/insights/marke8ng_sales/a_new_way_to_measure_word-‐of-‐mouth_marke8ng
INFLUENCER MARKETING
#BIGinfluence
7. 81% Make purchase decisions based on friends’ social
media posts1
43% Of social media users buy a product a9er sharing or
favori<ng it on Facebook, TwiAer, or Pinterest2
4-‐10X Higher conversions from offers shared by trusted
advocates than brands3
70% Of internet users want to learn about a product through
content rather than through tradi<onal adver<sing. 4
1: hHp://www.markeWorce.com/press-‐releases/item/research-‐social-‐media-‐influence/ 2: hHps://www.visioncri8cal.com/new-‐data-‐how-‐social-‐media-‐drives-‐purchasing/
3: hHp://brandera8.com/the-‐age-‐of-‐advocacy-‐and-‐influence-‐26-‐stats-‐marketers-‐should-‐know/ 4: hHp://www.mdgadver8sing.com/blog/the-‐shi-‐to-‐na8ve-‐adver8sing-‐in-‐marke8ng-‐infographic/
INFLUENCER MARKETING
#BIGinfluence
8. START
SMALL. You don’t need a ton of money to get started.
#BIGinfluence
POTTERY BARN
ON INFLUENCER MARKETING:
9. Over the holidays PoHery Barn ran The 12 Tradi8ons
of Christmas. We worked with 12 amazing influencers
because we wanted customers to be inspired by real
people. Oh that’s how it can look in my home. My house
can look just as beau8ful. When we’re pos8ng things
that are real, people really respond.
These influencer posts got the highest engagement,
most likes, most comments, [of the whole program].
The featured products sold out.
RETAIL CASE STUDY:
#BIGinfluence
KRIS MULKEY
Director of Brand Marke8ng,
PoHery Barn
@kmulkey007
11. Readers come to influencers on a
daily basis because they want to hear
what the influencers have to say, not
be fed a corporate message.
INFLUENCER MARKETING REMINDER:
#BIGinfluence
KELLY DONLIN
Fashion & Lifestyle Influencer,
Sparkles & Shoes
@kellydonlin
13. We gave Fashion and Style bloggers $300 in
shopping credit a month. Yes, there are a lot of
brands with big budgets, but if you find the right
influencer, a $300 gi card s8ll works.
We used custom links to track performance. Our
top influencers generated 7.5x her cost in revenue.
RETAIL CASE STUDY:
#BIGinfluence
JACLYN RUELLE
Account Director PR/Social
Influence, Mullen Lowe
www.linkedin.com/jaclynruelle
14. #BIGinfluence
We’ve barely scratched the surface
of what Influencer Marke8ng can do
for retailers...or any B2C business!
For more case studies, visit www.CleverGirlsCollec8ve.com
For the ul8mate guide in successful Influencer Marke8ng,
grab a copy of Influencer Marke8ng for Dummies.
Or simply contact any of us at info@clevergirlscollec8ve.com.
We’ love to chat!
