How Social Influencers Can Build Your Business Colleen O Morrow Marketing & Social Media Strategist, MediaSource colleen@mediasourcetv.com
An award-winning creative agency that specializes in content-focused public relations, content marketing and national media exposure for major brands.
Today s Industry Competition for content Technology removes barriers for brands Social media allows direct access to audience People remember 30% of what they read but 80% of what they see. Study by educational psychologist Jerome Butler, New York University
Today s Industry COMPETITION FOR CONTENT 1.3 MILLION PIECES OF CONTENT PER MINUTE ON FACEBOOK ALONE!
Today s Industry THE NEW PR TELLING STORIES Creating multimedia content. Sharing information directly with your target audiences.
The Power of Social Influence
Today s Industry THE CONSUMER S MINDSET 88% of consumers say they trust online reviews as much as personal recommendations Influencer Marketing Hub
Today s Industry THE CONSUMER S MINDSET 6 in 10 YouTube subscribers would follow advice on what to buy from their favorite creator over their favorite TV or movie personality Influencer Marketing Hub
Today s Industry THE CONSUMER S MINDSET Nearly 40% of Twitter users say they ve made a purchase as a direct result of a Tweet from an influencer Influencer Marketing Hub
Who s An Influencer, Anyway?
Social Influencers DEFINITION A user on social media who has established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach. PIXLEE
Social Influencers DEFINITION Traditional Influencer vs. Micro Influencer
Social Influencers MICRO INFLUENCER Smaller following Niche audience Stronger conversion (in most cases)
Social Influencers INSTAGRAM - STRONGEST INFLUENCER SPACE
Social Influencers
Choosing a Social Influencer For Your Brand
Where s Your Audience?
Where s Your Audience? Where do they consume content? What social channels do they use? What content currently performs well on your social channels?
Social Listening DEFINITION Proactively searching for social media users talking about the key messages and themes that your brand values and provides insight for, but are not following or tagging your brand. MEDIASOURCE
What Influencers Are In That Space?
How Visual is Your Content?
Influencers want to maintain an audience...they want quality content!
Choosing the Best Visual IMPORTANT Think about the AUDIENCE. What type of visual will work best for the people you want to see your story?
Choosing the Best Visual IMPORTANT Think about the CHANNEL. Where will people see your story?
What s Your Influencer Criteria?
INFLUENCERS: QUALITY > QUANTITY INFLUENCER CRITERIA Size of following Content the influencer produces Post engagement
Kilwins Influencer Campaign INFLUENCER RESEARCH INFLUENCER NAME/REAL NAME SOCIAL PLATFORMS SOCIAL FOLLOWING SIZE CONTACT INFO CONTENT DESCRIPTION & NOTES
What can you give?
INFLUENCER PERKS OPTIONS: Free products Free services VIP access or special event opportunity Discounts for influencer and/or their followers
Case Study: Kilwins
Kilwins Influencer Campaign GOAL Drive brand awareness to the launch of Kilwins in the Columbus market and drive followers to the brand s most visual social media account Instagram.
Kilwins Influencer Campaign CANDY IS VISUAL!
Kilwins Influencer Campaign STRATEGY Partner with local Columbus influencers to spread the Kilwins buzz, focused on sweets variety and in-store made items.
Kilwins Influencer Campaign STRATEGY Kilwins Influencer Criteria Local, Columbus presence Food-focused...Sweets are a plus! Following in the 1K-20K on Instagram
Kilwins Influencer Campaign RESEARCH Columbus Food Influencer List INFLUENCER NAME/REAL NAME SOCIAL PLATFORMS SOCIAL FOLLOWING SIZE CONTACT INFO CONTENT DESCRIPTION & NOTES
Kilwins Influencer Campaign STRATEGY Valentine s Day Tie-In
Kilwins Influencer Campaign STRATEGY Valentine s Day Influencer Event
What s in it for the influencer?
Kilwins Influencer Campaign STRATEGY The Real Willy Wonka: Make (& Taste) Valentine s Day Candy at the New Kilwins Dublin! Tasting of different Kilwins chocolates Participation in the candy-making process Candy gift basket, personalized to favorite candy
Kilwins Influencer Campaign STRATEGY
Kilwins Influencer Campaign RESULTS
Kilwins Influencer Campaign RESULTS
Kilwins Influencer Campaign RESULTS
Kilwins Influencer Campaign RESULTS
Kilwins Influencer Campaign RESULTS
Kilwins Influencer Campaign In the two weeks following the event, @kilwinsdublin gained 150+ followers Instagram engagement rose by 20% Engagements per media went up 101% In-store traffic for chocolate-covered strawberries & fudge
Kilwins Influencer Campaign
Kilwins Influencer Campaign OTHER OPPORTUNITIES
Influencer Marketing Best Practices BUILD A RELATIONSHIP BE GENUINE BE CRITICAL ON SELECTION WHAT S THE PERK? CROSSPROMOTION
How Social Influencers Can Build Your Business Colleen O Morrow Marketing & Social Media Strategist, MediaSource colleen@mediasourcetv.com