How can online influencers help grow awareness, sales and loyalty for your business and your brand? How do you find online influencers (there are 4 methods of doing so)? Once you're found online influencers that are a good fit for your brand, what do you ask them to do, and why? This information-rich presentation from Jay Baer of Convince and Convert and TapInfluence provides these answers, and more.

1. 8 THINGS
INFLUENCERS
CAN DO FOR YOU
Jay
Baer
ConvinceAndConvert.com

2. WHY INFLUENCERS
Are Key to Business

3. 92%
of global consumers trust
UGC and WOM more than
advertising
We Trust
People, Not Logos
Source: Nielsen

4. And this is only going to get More Important
RESOURCES
#1
source of information
for Millennials are
“close friends”
Source: The McCarthy Group, 2014
of Millennials
do NOT like
advertising
84%

5. 1500
Pieces of content are “due”
to each Facebook user each
time they log-in, on average
Online Community
Is a Noisy, Crowded Place
Source: Facebook exec interview, 2013

6. People Help Us Filter Out the Noise
I know Joanna’s a mom like me…
So her product recommendations
carry more weight

7. Different People Depending on Topics
I trust Gina from
Skinnytaste for food…
And her recipes become my
shopping list
#8Ways2Influence@jaybaer @jenswartley @tapinfluence

8. WHO
Are They and How Do I Find Them?

9. REACH
RESONANCE
Content Creators Come in All Shapes and Sizes
CELEBRITY
STATUS
QUALITY
CONTENT CREATORS
BUZZ BUILDERS &
PROMOTERS
ADVOCATES &
EMPLOYEES

10. The people closest to you can have
Tremendous Influence
RESOURCES
41%
of people believe employees
are more trustworthy than a
company CEO or PR
department.
Source: Edelman, 2013

11. How Do You Find The Right Influencers?

12. The TapInfluence Marketplace
Puts You in the Driver Seat

13. The best possible
scenario is to build
relationships with
influencers BEFORE
you need them.

14. WHAT
Can I Do With Influencers?

15. 8 Things Influencers Can Do For You
REACH
RESONANCE
The Megaphone
The CreativeThe ConnectorThe Face
The Reporter
The Designer
The DefenderThe Neighbor
LOW TOUCH
HIGH TOUCH

16. 1. The Megaphone:
Spread the Word to Their Audience
James Sandora
Kohler, Director - Global Digital Strategy
AdAge July 14, 2014
It generated significantly more
engagement than any other
content we created

17. 2. The Reporter:
On the Ground At Your Event

18. 3. The Face:
Spokesperson With An Audience to Activate

19. 4. The Connector:
Introduce You on a New Social Platform

20. 5. The Creative:
Produce Content with Context

21. 6. The Designer:
Create New Products People Want

22. 7. The Neighbor:
Spark Conversation in Your Community

23. 8. The Defender:
Crisis Management Amplified
Rick Wion
McDonald’s, Director of Social Media
These are our key customers.
These are key influencers for our
brand. We need to make sure
we’re working with them.

24. HOW
Do I Work With Influencers?

25. Before you approach influencers
to get involved, understand what
they really care about:

26. AUDIENCE
&
AUTHORITY

27. Three key ingredients in a
successful influencer pitch:

28. BENEFITS
SPECIFICS
DEADLINES

29. Hi Natalie –
First off…the ladies at XXXX wanted to send some love for your style blog…we may or may
not use it for inspiration sometimes!
Just to introduce you to who we are:
XXXX is a beach lifestyle boutique from xxxx, California. Although we do carry the larger
surf brands, we like to keep the focus on more up-and-coming contemporary brands. We
think our fans would really resonate with your style (especially now that you’ve become part
of the Volcom community), and would love to work with you on a curated collection,
sweepstakes, or maybe just sending over some product from the site. Xxxx has a large
following, so it could be a great opportunity to gain some exposure on both sites.
Anyway, let me know what you think, or if you have any ideas/questions/etc.
Or if you’d rather, we’d love to send you some apparel from the site – just let us know what
resonates with your style.
Thanks for your time!
<name> An
Okay
Influencer
Pitch

30. Hi Natalie. I absolutely love your blog, especially the <insert specific thing>. I’ve got a limited opportunity
for style bloggers that I’d like to run past you please.
I’m <name>, the Community Manager for XXX, an online beach lifestyle boutique. We’ve been around for 10
years, and have an email list of more than one million customers. We carry the big brands like xxx of course,
but also up-and-comers like xxx.
Our team at xxx has selected our 9 favorite style bloggers, and of course you made the list. We’d like to
send you 3 outfits from our Fall collection. Then after you’ve had a chance to check them out, we’d like
to interview you on Skype about which one you like best and why, and then include that video on our
Facebook page, where we have 61,000+ fans. It’s a great way to introduce a bunch of new people to <blog
name>.
We’d like to get the clothes out to you tomorrow, and schedule the video interview on <10 days away>.
Can I get your mailing address today please? Also, please let me know if you don’t want to be a part of this
program. Thanks! I look forward to working with you.
<name>
xxxx.com
Facebook.com/xxxx
A
Be3er
Influencer
Pitch

31. Don’t ask how influencers can
help your brand, ask how your
brand can help influencers.

32. THANK YOU.
Jay
Baer
ConvinceAndConvert.com