2019 Digital Innovator Summit
June 13 2019, Chicago, USA
2019 Digital Innovator Summit
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The Age of Influencer Marketing
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  • Description
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About speakers

Ted Otte
Partnerships & Ops at Twitter ArtHouse
Amy Ravit Korin
Director, Social Media at Mirum Agency
Elly Moody
Digital Customer Strategy Lead | International Public Speaker | Social Media Pro | Digital Marketer | Global SMC Board at McDonald's
Julie Gordon
Consultative Sales | Digital Marketing Strategy | Social Media | Client Leadership | Influencer Marketing | Journalist at Inspiring Kitchen

With a passion for digital marketing, social media, content creation and community management, I have an MBA in Marketing and over a decade of experiences in integrated marketing, PR and event management.As Manager, Digital & Social Marketing, I am responsible for developing and managing a number of social media platforms for Sears PartsDirect and for utilizing those channels to market the in-store, B2C and e-commerce retail business.While at Google, I specialized in developing and growing communities, social media management, curating global marketing campaigns for Local Guides, a user generated content component of Google Maps. Launched Google Places, Google+Local, City Experts and Zagat.Founder of interactiveAmy Social Media Consulting LLC, focusing on social media and integrated marketing strategies, digital publicity and personal branding for individuals, businesses and brands. I am available for social media and marketing consultation projects as well as public speaking and teaching opportunities.Specialties include: Developing Cross-platform Social Media Strategies for business, individuals and brands: Retail and e-commerce Marketing Management, Program Management, Community Management, Relationship Building & Community Engagement, Partnership development and negotiation, Planning and on-site management of events.

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I'm Elly Deutch Moody, a creative digital brand strategist that believes in the power of collaboration, authenticity and social media marketing as a means to connect real people both online and offline.Here's more about who I am and what I do:- Currently leading digital communications, web, SEO, paid and social media strategy for McDonald's Corporation worldwide- Worked with over 350 athletes, executives, teams, companies, brands, non-profits and tech start ups on developing their social media marketing strategies over >10 years in the industry- Spoken at over 200+ events, conferences, summits, universities and workshops around the world- Volunteer outside of work on the Global Board of Directors for Social Media Club, Advisory Board Member on the Assocation of National Advertisers, as a Founding Community Parnter for 18coffees and as an alumni advocate for my alma mater Kenyon College

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Senior level sales and marketing executive with significant experience leading account, sales and marketing teams on both business-to-consumer and business-to-business accounts. Innovative and strategic approach to building profitable new business opportunities with existing and prospective clients across different industries. Known for “making things happen” that reflect a different way of looking at business building collaboration among internal and external partners. Broad retention experience in resolving client issues and encouraging organic growth. Expertise in consultative sales, experiential, direct marketing (loyalty, acquisition, database, target), social media, digital marketing (data analytics, mobile) and advertising (print, digital one-to-one) for products and services. Client focused to drive engagement, strategic partnerships, market share and revenue generation. Content creator. Contributing writer to Destination Luxury Magazine.Industries:• Retail• Lifestyle brands• Packaged goods• Food service• Travel• Printing• Manufacturing• Telecommunications• Technology• Education• Entertainment/mediaSpecialties:• Business Development: new sales, organic growth, client retention• Contract negotiation/closure• Digital Advertising Sales• Broker/Distributor Management• Creation of Marketing, Business & Strategic Plans• Content Creator• Social Media Marketing/Mobile Sales• Alliance/Partnership creation• New Product launch• Client engagement

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About the talk

Topic: Marketing

“Influencer” is a hot topic in the social space, and it is not going anywhere. The influencer marketing industry is projected to be worth $5 to $10 billion by 2020, join Amy Ravit Korin, Director of Social Media at Mirum, Ted Otte, Content Strategist at Twitter, Elly Moody, Digital Communications Manager at McDonald’s and Julie Gordon, Chief Inspiration Officer at Inspiring Kithen to learn the latest ways brands are engaging with influencers.

00:10 Intro

04:02 Success as an influencer – Ted Otte

05:17 Success as an influencer – Amy Ravit Korin

07:48 Success as an influencer – Julie Gordon

10:50 Poll results

11:35 How to track success – Amy Ravit Korin

13:40 How to track success – Ted Otte

16:00 How to track success – Julie Gordon

19:09 What is it like working with influencers – Ted Otte

21:04 What is it like working with influencers – Amy Ravit Korin

24:00 Selecting influencers – Julie Gordon

25:20 Selecting influencers – Amy Ravit Korin

27:23 Selecting influencers – Ted Otte

30:08 Going global means bigger opportunities

30:58 Photography

33:26 Define your strong points and then a platform

35:47 Like-minded communities are the key

37:40 Budgeting – Ted Otte

39:20 Budgeting – Julie Gordon

39:50 Budgeting – Amy Ravit Korin

42:39 Reasonable price per post

44:55 Micro influencers – Ted Otte

46:19 Micro influencers – Amy Ravit Korin

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We have Ted from Twitter Amy from Eroom and Julie from inspiring kitchen. So let's give them a round of applause and like awkwardly very far away. So 00:00 give me a couple things before we get started and hear all of their exciting insights, but we are taking an audience 00:09 poll to see how many people are from an agency, a brand and maybe you're an influencer yourself or you working a different 00:17 type of industry in you're really interested in the session. So the way that you can enter this poll is by texting here we go. Everybody get your 00:27

phones out. You have four options agency brander client influencer or other text Lem, that's me 00:35 8292 the number to 2333 and I'm going to look at the poll results and get let you know who we have in the audience just so we get 00:44 an idea of who were talking to and what kind of way we can curate our question. So again, it's l e e l Lym h292 the number 00:54 to 2333 and you're going to text a for agency beef or brand C4 influencer or G4 other cool. 01:04 Sure, l e e l l y you're texting that to 22333. The pole will pop up and you'll get the 01:15

opportunity to plug in your answer. Anyways, so also we are at a digital and now influence our 01:24 base event. So we want to look for the most influential tweets that you might be putting out there today. And in fact, we have some fun swag give away 01:34 from our panelists and myself. So if you are tweeting throughout make sure that you're using hashtag innovator 19 and at the end will go through some 01:41 of the questions that you guys share as well. As any type of ideas or most influential tweets that you shared and we'll be giving away of some fun 01:51

prizes. So without further Ado, let's introduce these wonderful panelists. Ted, you want start and talk a little bit about yourself and your role? Sure, Hi guys 01:59 I'm Ted, I'm from Twitter. I work on the content creation team and part of what that team does is help to connect portfolio branding advertising 02:08 partners with influencers and content creators. Not only on Twitter but cross-platform as well. You should also say your Twitter handle at 2. 02:18 E o t t e. Cuz we're going to be certain lot right up here to see me 02:28

and I am a director of social media a mirror on which has a 02:33 wunderman Thompson agency. I oversee over 200 influencer campaigns a year for whatever agencies largest clients, which is Unilever. 02:43 So I work on a lot of food in Personal Care Brands 200 actually, like I just said I'm for that one client, but we also have a slew of 02:52 other clients across all different types of categories self. I'm in the influence our trenches everyday designing strategy and working working with 03:02

influencers and I'm here to share best practices with connecting influencers agencies and brands. Hi, I am Julie Gordon. I 03:12 have actually a marketing business development consulting company. And I also have a company called inspiring kitchen. It was actually created 03:21 based on the fact that I've been in marketing and there was a need and inspiring kitchen is all about everything in the culinary space and 03:29 as a result of that I have become an influencer. So going to talk about and answer any questions you guys have on that. Awesome. 03:39

So let's talk about some some successes. You guys have seen as influencers what have been some campaigns that have have really worked well for you 03:49 either as an influencer or through a network or you know, anything else that you guys work on sure. I can start this off. One of the campaigns are 03:57 brought this up on the panel. We did a couple weeks ago. We work with McDonald's quite a bit not bringing this up just because you won't find 04:06 McDonald's but we had last year. He wanted a ongoing sort of always on campaign with McDonald's in Twitter where we leverage 04:15

25 different content creators in front of an always-on fashion first looking at her social listening metrics to find influencers who had spoken 04:24 positively about their love of the brand or low specific products and in building a long-term partnership with those 25 creators to really just share 04:33 stories that were super organic to them. So if they were a family with kids who talked about the joy of getting a happy Meal toy I'm just allowing 04:41 those creators to really just want to play in their own playground and share those stories that are really really authentic and meaningful to them as 04:50

well as sort of developing tracks that hit on specific for the marketing initiatives that McDonald's was doing so if it was shamrock shake or all day 04:57 breakfast finding folks who can work on an always-on capacity and then another deeper layer of folks who can hit on those different Entre marketing 05:07 messages. The one of my favorite examples is the Unilever brand axe. Anybody hear familiar with 05:14 axe products. Okay. So one of our sweet spots is actually working in Shopper marketing and commerce Activation. So if you remember acts from your 05:24

college days, they made of they might a sponsored spring break parties and things like that. But when we were tasked with reaching Walmart busy moms 05:33 to buy axe products at Walmart, we realized that the national branding messaging was not aligning with our Walmart Shopper. So we actually 05:42 developed an influencer campaign as part of a larger effort called start his journey where we tapped into a peer-to-peer conversation 05:51 about puberty a good old subject. So we're talking to Mom's specifically moms who have teen sons between the ages of 10 and 18 because they 06:01

are not going to the store themselves to buy deodorant. So we really have to get Mom 2 Buttocks products in her basket and how are we going to do that 06:11 by making content that's relatable and experiences that they can share about the challenges that come with having a teen son and talking about 06:20 changing body isn't really starting his journey. Right? So we tapped into a team of influencers that were assigned different topic. So 06:28 things like getting familiar with what are your kids doing after school or how are you spending the summer? I'm really to have a chorus of voices 06:38

start this conversation and then we use influenster scary mommy, which is a national platform and we are now 06:46 in the second year of our partnership. We actually has them content going Live this week about the start of summer and the fun challenges that come 06:56 with having a teen boy home during the summer. I vote we really found it. This conversation was engaging and relevant and more importantly it actually 07:05 had some business implications. So we were Able to reverse the negative sales Trend at Walmart by engaging are Walmart busy. 07:13

Mom and really making content that stuck and that made the brand more accessible and relatable to her and her family's life stage. So that 07:23 campaign actually just won a gold Fe last last month and was a semifinalist for the grand I feel word. So we are really proud of 07:33 that work and you know, the best part is it actually had great results for a client. What I see from an influencer standpoint is a little 07:43 different in terms of the success and how you determine success as a marketer. I can appreciate what you can see and being able to look at that 07:52

analytics and all of those things to determine results and Roi from an influencer standpoint. It's a little more difficult cuz I don't see that back 08:01 and I don't see the sales result that happened in your company, but what I do see and what I get from a feedback standpoint is of course, you can see 08:09 the number of likes and you can see comments and things like that when you put when I will do a post but you see a lot of the engagement that happens 08:18 and that's really the best part and that's what people are looking for and I get people that will I be inspiring kits and I talk about food a 08:26

lot and a lot of restaurants and things like that. And so I'll get people that Chicago being such a great City for people to come and visit I get a 08:36 lot of people that will send me messages that are like we came to Chicago we took Bucket list from your photos when places you went and where it what 08:45 you like. We went there. Here's our feedback or we're coming to Chicago. Where should we go? So you're getting this dialogue going which is a great 08:53 thing. So it's it's a visibility Factor. The other thing that's happened on a personal level is that it's opened a lot of doors. So I became a 09:01

brand ambassador for parmesan reggiano Consortium out of Italy so that gave me an opportunity to educate on Parmesan reggiano in a way that wasn't 09:11 just a single post. It was an ongoing relationship. So that was interesting. They like some of the messaging in the communications that were happening 09:21 prior to our relationship and they reached out so that's an interesting thing because I'm all about the education. That's why inspiring kitchen was 09:28 created was to educate on Brands initially in the house were Industries, but it's expanded. That's actually great point that you just brought up about 09:36

building a long-term relationship with influencers. I'm going to go Rogue for a quick second and just go for it. I mean we can all spot an authentic 09:44 content online. Right somebody is hacking one product one day and something else the next day. So what we really strive to do is make sure that both 09:54 the Brandon the influencer is a natural fit and that you're not just don't put in your stamp out anything and I think that's really important both, 10:02 you know for how influencer should be evaluating Partnerships. And also how brands are looking at content creators to make sure that it really is a 10:10

natural fit. So it's you know, it's also the world of one-and-done is kind of going by the wayside. So they're the trends now are really about 10:18 building longer-term relationships with content creators with influencers really with Partners to make sure that you were telling an authentic story a 10:28 consistent story and that it really resonates with with the influencers audience. So taking a quick break just for all the people that 10:36 participate in the pool. Thank you. We have the results drum roll, please we have eight people from an agency. So that's the majority of our audience 10:46

for from a brand or client-side to influencers and one from other. So thanks for letting us know who you are that helps us speak a little bit too kind 10:53 of our questions for the day and I'm also seeing some wonderful tweets. So keep using hashtag hashtag innovator 19 and we'll get away from swagath 11:02 Aunt but let's get back to the panel. So I asked you about a successful campaign. What about defining success? How do you look at the metrics and 11:10 track if it if a campaign or initiative or even something you did with a brand has been successful for you? Anybody going to let 11:20

you guys answer that cuz I think you can track that kind of number more than I can sure. So I'll try to infer so the most important thing that you can 11:30 do to track the success of a campaign is actually Define. What success looks like up front, right? Because the numbers can tell any story you want 11:38 them to tell on the back end. So unless you have a very clear roadmap of what you're trying to accomplish then you'll know whether or not you're 11:45 successful. So certainly there is there is an industry-wide benchmarks of things like awareness is known as the gold flat as many people as possible 11:52

know about your program and then you would use metric like awareness and reach to measure how successful you are in in getting the word out but more 12:01 and more like Julie was talking about engagement is certainly very important is the content resonating is it sticky are people participating in that 12:11 conversation so we can measure all different types of Engagement metrics things like likes, shares your share is being like the most valuable because 12:19 People are actually taking the time to spread the word to their Network and then actions. So what is the desired action or the conversion opportunity? 12:28

So sometimes that is a sale on him that's learning more. Sometimes it's clicking through to a product page to a website to a subscription 12:37 opting into something. So you really want to know which one of those buckets you're going to be evaluating on at the beginning to kind of set the 12:46 roadmap for success. And then really the cherry on top is if you actually have a partner that we'll be able to provide sales data. So if it is 12:56 your goal to move product every brand and retailer is different with what level of information is shareable to Partners, but really, you know at the 13:06

end of the day the goal is usually to move product to sell products. So if you could actually correlate the effects of your work and your campaign on 13:16 a tangible number like sales left or right? Turn on apps Pandora turn on. Roi you know things like that is very 13:25 ultimately what campaigns are are measured against at the highest level in just a build on that to two things that were looking at a lot increasingly 13:33 a Twitter around conversation. Obviously, we're very conversational platform. So really looking at sentiment around a piece of content, how was that 13:43

piece of content received our audiences and consumers talking about that piece of content talking about your brand as a result of that. I'm from where 13:51 does that content than travel once it's pushed out by an influencer, you know, so we do a lot of campaigns where the content is initially pushed out 13:58 organically by the influence, and then we had definitely encourage our clients to support that content with paid media on Twitter which helps to 14:06 expose it to an even larger audience. I'm so looking at the differences in conversation between that organic audience first that paid audience. I just 14:13

really understanding how the contents being created in that context of the conversation and send him another one. And then as you come to mention some 14:21 of those deeper lower funnel measurements Is really something I think that's there's a lot of demand for it in the influence our space right now 14:28 because historically everybody's for thought of influence resist top of the funnel as awareness as engagement some of those vanity metrics. We work a 14:36 lot with our Twitter research colleagues actually measure things like in store traffic brand effects of working with Nielsen to do brand effect 14:43

studies to understand brand lift. So we're getting to a point now where we can go deeper and actually say, okay, you know, somebody consumer was 14:52 exposed to this piece of influence our content and as a result, they visited a McDonald's store in the last 30 days. I'm so really driving down to 15:01 some of those three performance trucks because it's hard to put that Roi number to Social that's always been 15:09 our industry. There's ways to Define it but something that helps is also adding a brand lift study or reputation driving study to understand if the 15:18

people that you work with were influential truly influential enough. By the region Impressions and all of you know kind of the vanity metrics, but if 15:28 they were able to actually see that return on investment, whatever it could be like at McDonald's at actual visit to a restaurant within the last 30 15:35 days so stuff that helps for sure Partners like Twitter Facebook Etc all have those capabilities and if you're not utilizing them, I think that's a 15:42 good way to measure success from a brand or or agency Sandpoint Sandpoint. How do you define success? And what metrics do you look at 15:50

the data 15:58 cider from the all the analytical side you can track things but visibility shouldn't be discounted. So if you're if you're a new restaurant in Spring 16:08 menu time, you want to get visibility on your product. How are you brand of your restaurant? There's there still an advantage to that it's hard and in 16:17 a way to track that because you know, unless I give them a barcode that says take the sin and or specific. You say inspiring kitchen sent you that's a 16:26

little hard to track but visibility is a really good thing as a part of your overall campaign. So you want to remember that part to Julie what about 16:34 like contracts that you have with companies? You know, how how are they putting their kpi zip-front to tell you that we want to see this coming back 16:42 from you. It might not be a guarantee that you'll get, you know, 15 coupon redemptions or however many but what it what are you doing that situation 16:49 to make sure you're delivering on what the agreement is. I mean to be honest with you, I think when brands have come and there's I'm a part of a whole 16:56

group of people that come from a marketing background and also are considered influence her so we have this really kind of interesting perspective on 17:05 all of this. It's very very difficult. If I get a contract that says we want to have X number of visits are purchases. We can't guarantee 17:12 anything like that. What we're doing is we're bringing visibility for you. And again that the part of your whole campaign that you Creating 17:22 I don't think that should be kind of like pushed aside as something to think about but at the end of the day the 17:32

best message I can give you if you're working with influencers and you can and just as sort of a side note there's Brands and then there's networks 17:42 that I work with. So you have kind of different goals in it. I mean no pickles the same but the network is just there working conjunction with you as 17:50 the brand and I'm working directly with them and there's other situations where I work directly with a brand what I have found is that when I work 17:59 with the brand we have a lot more success they're able to track a lot more success because the communication that goes on the debrief that I get sent 18:07

on what the goal is I'm able to learn a lot more. Another is a part of the fact that I do have a marketing background. So I kind of have some things 18:17 that I can ask her. I'm aware of that help me to create the messaging that I put out there or their Hashtags that I look for the audience. I'm 18:25 trying to Target so there's different kind of different ways to look at that. But at the end of the day the more the brain communicates what your 18:34 goals are yes numbers. Yes Tales, we all know that but really who your audience is and those that kind of information is really helpful for us. 18:44

I sure don't want to get back to networks in a second. But first behind the scenes you give us a little glimpse of it. What is it like working with an 18:55 influencer or Creator? Can you share any examples or stories or best practices? Yeah, I mean it's it's 19:02 certainly a space that's evolved a lot over the last even five or ten years. It's still crazy to me how much it's a wild wild west. So 19:11 I would say that as much as things is involved. They also they're still it's still in its infancy the industry as a whole and so there's times when I 19:21

we were chatting a little bit about this before the the panel there's times when I'm working with an influencer who's represented by a UTA or a CIA 19:31 the same companies that are representing a list Hollywood Talent. There's other times when I'm dealing with a momager or dad a jerk or directly with 19:38 the influencer, you know who themselves as you know at a pretty young age. And so I would say it really runs the Gambit in terms of the experience 19:46 that you can have representing a brand or from the brand side working with these Critters cuz there just isn't a lot of standardization in the 19:54

industry and it can it can vary a ton. I would say from a marketing perspective. You have this tendency to go with what you know and kind of go back 20:01 to the places that are safe and the influencers in craters, you know will continue to do good work. But you need to balance that with being Innovative 20:11 with once you understand the best practices of working with an influencer. How can I bend them or break them to even greater success because I have 20:18 this experience working with this network of creators of this group of influencers eye cancer to take it that step further and the better relationship 20:26

is that you build sometimes it could be a long-term partnership. Even if it's not for the same client or brand your business so that when we work with 20:33 a fashion it is there's a lot more value that gets delivered creators when they're bought into that relationship when they know you're investing in 20:41 them. They will return that value and deliver, you know, whether it's added value content where it's going above and beyond to help you hit those KP 20:49 eyes. You just get a lot more from influencers when there's a true commitment. 20:58

Relationships really are a two sided relationship. It is it is a partnership in the more you put it in the more you get out. So what's your point 21:07 about? What does we know? How do you define success? And what's going to make a campaign successful if you are an influencer or if you're not clearly 21:15 getting the message out up front what the objective of the campaign is and we hope that an influencer would ask us up front likely is he? Okay need to 21:22 find this in more detail or you know, what's going to knock it out of the park for real for your client and how can I how can I really make this great 21:30

we love to you to have that conversation upfront certainly there's times where we can give a content creator more freedom and flexibility. 21:38 And sometimes we have some mandated brand requirements. So, you know, it's kind of a give-and-take where we come to you because we like your aesthetic 21:48 we like your voice. We think that you're a great fit for the brand but sometimes you have to work within these certain parameters, so it's finding 21:56 that middle ground and really working on it together that That makes the relationship most successful and then I would also say we spend a lot of time 22:03

educating our clients on on influencers and just what what that means. I've certainly we have to work within time frames specifically in The 22:12 Shopper marketing world's, you know, there are times stay up offers that are going live at a certain time. And if you're trying to support that offer 22:22 than it is imperative that content goes live on time to support the campaigns. And so we really have to manage timelines very carefully and one of the 22:29 ways that you can burn Bridges is not delivering on time. So whether that is Yosemite and rafter photos for approval like there is a timeline for a 22:38

reason because oftentimes it needs to get routed by the brand or buy legal or by compliance or just to ask for quality assurance purposes. I'm so 22:47 sticking to that time line is Keith and then I would also say the last piece of that as far as educating our clients is 22:56 every influencer has a Way of working so we always build in time for revisions, but more and more as Ted was talking we have influencers that have 23:05 management representation, but they also have a whole crew behind them. So they have photographers. They have video ographer as they actually have 23:15

shoot days where they will knock out a day with a photographer to do all different type of thing. So as the brand or agency if we need a reshoot, I 23:21 can't automatically you don't always be like a same-day turn around because oftentimes they will have to rebook their photographer and get on their 23:31 calendar and do a shoot date. So, you know, it is a give-and-take of understanding the way the influencer works and you're in the timeline that we 23:38 have to work with and really making sure all of those things kind of come together perfectly every time and sometimes they don't. They do for sure. 23:46

So tell me a little bit about how you guys select influencers or selective ran to work with you mentioned networks before, you know, are you part of 23:56 networks or utilize them? I know you Big Creator network with what you do? Tell me a little bit about that. I will just say 24:05 for me one of the best things I can say about being an influencer cuz I have people come up to me and say I want to be an influencer. How do I do 24:14 that? It's not quite that easy you have to do what makes you know. The best thing I can say to someone who wants to do this is 24:23

post content you like. I was Brands you like working with you love working with because being authentic is the best way you're going to have success 24:33 and the followers trust me we'll know that so that authenticity makes a big deal or it makes a big difference. So that would be one big thing that I 24:41 would say working with networks and brands are both great. You just kind of have a different approach from my side. It's it's just different 24:50 but it's at the end. We all want the success. We want the brand to get the visibility. They're looking for we want to hit numbers that kind of been 24:58

our had we're looking for this much attention to our post this much Reach This Much from an engagement standpoint. So I mean, I guess that's my 25:08 my response. It's my side mirror. I'm actually has a network of influencers called brandtrust Network and you can actually opt-in at Brand trust 25:17 network.com. And from there. We will that are Partners look to Julia's point at their areas of expertise their interests. And then we have some 25:27 proprietary tools on the back end where we're looking at both influencer analytics as well as analyzing Their audience Footprints. So it's actually 25:36

like a two-tier approach like the influencer and what you're interested in is super important because obviously we want to make sure it's an authentic 25:45 fit but then we look at at your at your audience specifically to find out if it aligns so, for example, we 25:52 will look at things like audience location. So if we are doing a retail specific campaign for original retailer like Publix, it's important for us 26:02 that you have a strong audience in the Southeast where Publix Supermarkets are located and also if it requires in store that we 26:10

want you to be in that market to so, where are you sitting where your audience it's is certainly important but then we can also analyze things like 26:20 what is what are you and your audience interested in what brands? Do you have an affinity towards and we kind of look at that picture all all at once 26:28 and we actually go out and pitch are influencers to our clients. So there's some Yoda Ted's point that are more turn key that we have long-standing 26:37 relationships with us and that we know are a good fit for you know, example are Walmart busy mom and that they would be fit that demographic or one of 26:46

our acts mom's for example, but every time we actually will provide a rationale of why we think this person is a great fit for this campaign and 26:55 whether it's the type of content that they're creating or if they have a stated interest in the product or service and that really fits well with the 27:03 campaign objectives, so we look at that every single Time and we really do a high-touch selection to make sure we find the right fit. So I kind of 27:12 like matchmakers. I think we do a lot of the same things. It's really the Art and Science of selecting the right influence on the science side. It is 27:20

a lot of that back in analyzation. So who are you what type of continuity creating what type of content is your audience demographics 27:29 creators who are up-and-coming you want to look at? You know do folks are folks doing tons and tons of branded content. How is our audience responding 27:38 to that one of my favorite easy to look at metrics is comparing and influencers engagement on branded content to their average non branded content 27:47 engagement and just understanding is this somebody who's producing branded content that their audiences responding to an engaging with at the same 27:57

levels as their organic content. The reality is like branded content doesn't have to suck. It doesn't have to perform at fifty or sixty percent of 28:04 their average organic content if it's a good If it's a true Partnership, if the audience's bought into the influence of this individual, so that's 28:13 another metric that I think is if you don't need an agency or a big budget or anything to look at that and just say houses this person pretty soon. 28:22 They're continent is arathi and responding to it in a way that's going to be meaningful for my Brandt. I think. Yeah. It's kind of the balance between 28:29

finding the right folks and then having the day that started it up and that's the great relationship part because the brands as an influencer, I know 28:37 the kind of content. I'm I'm open to posting and kind of where you know, since my boundaries go wide but where they go, but what you're able to do as 28:47 you're able to find your comparing your brand your client your brand knowing that there's a connection to that influence her to the people following 28:56 the influencer are in that same have that same interest level, you know, the kind of the expectation of what the followers going to 29:04

find on my page. Right having not run your profile. It's it's probably safe to assume that you have an audience that's full of food. He's right 29:14 because you're inspiring kitchen. So it's safe to say if I was working on a food campaign and I'm looking for a recipe creator for 29:23 a foodie influence. Our that if I were to run the audience analysis for Julie's site that there would be a strong Affinity to cooking to wining and 29:32 dining to recipes and family life things. That would really tell the picture of why she's a good fit for that and sometimes you cross pollinate. So 29:41

sometimes we would want to use a non food influencer for yellow for a foodie campaign if it fits more lifestyle, so really there's a lot of different 29:50 ways that you can go and you just have to make sure that you have a strategy upfront and that you can find the people that will align with your 29:57 strategy. But I guess one other just exactly going along with that is what happened and Come Those boundaries. That's what I mentioned. I am. 30:05 I am now writing articles on culinary travel for a digital publication. So my food World expanded to Global Travel 30:14

and it's it's also people are still coming to me cuz it's food-related. But now the door is a little wider and now we're talkin where to go for the 30:24 best food when you're in Miami or in Cabo or wherever you are 30:32 laid into your world are around, you know, 30:36 you're writing write for food magazines and Publications. Now, what about like the photography that you do? How did you learn that Crafton and 30:45 embedded into your blog and everything that you're doing sheer embarrassment it where I started that the initial photos. I mean honestly trial and 30:54

error iPhone. I don't have a big expensive camera. I'm using it. What I've learned over the course of time is trust your own judgment and essential 31:03 you certainly learn the technicalities of what the phone can do what the camera can do, but you can certainly take great pictures with the phone. So 31:12 if anyone thinks they have to go spend a ton of money on a a camera you don't it's great to have one because you can certainly do if a lot more 31:20 capability with it, but that being said my photos have lined up in magazines the from my iPhone and it's not even the most current model iPhone. So I 31:27

will say that I will say use your I like what's appealing to you when you scroll through Instagram or a magazine and you see a food photo what 31:36 captures your attention I just learned angles when I'm taking photos certainly lighting is key. And I mean like a lot of people who do what I do we 31:45 carry lights with us. So there's a lot of humor from people that see you sitting in a dark restaurant and the tables all lit up 31:55 nothing else, but just the table Or the other excuse me, really funny thing is when you see a bunch of instagrammers all on top of each other. 32:04

So you're actually photographing their hands holding the product. So there's interesting ways that are still marketing the product over the 32:14 restaurant. There are great apps that are out there to use for editing photos. Definitely edit Mike. There's there's a lot of different ways when you 32:22 look at a lot of different Instagram accounts. You may see where every photo looks the same and that's been done with a filter so that person's 32:32 choice. They like everything with that same color pattern a shade of pink or a shade of blue. There's a lot of drama and photos with the use of color 32:42

that they've done. Everyone has that this whole mission. I think we've been talking about it about being I sent it to who you are. I love color. I'm 32:49 not like enhancing color on my photo. So I'm not making them up but I love color. I love I want you to go to the restaurant when you get the dish it 32:58 is going to look like the photo. It may not. You know, I may have taken at 7 at night and you know the daytime lighting and someone may affect it, but 33:06 I'm trying to make that photo look as much as like what you're going to get when you go and get it because that's authentic so 33:14

I would just build on that and say like if you're thinking about getting started as an influencer staying true to yourself is so important. So if you 33:25 do you don't have to be an ace at everything if you love the long form work word there certainly is a place for a long form content on blogs. If you 33:33 have that visual aesthetic then maybe Instagram is the right space for you you if you like short Bluffs than Twitter, you know is really great. If you 33:43 want to always be involved in real-time conversation and Trends in really being known as a person who has something to say about trending topics and 33:53

you want to have an always-on conversation and there's also space for for Facebook pages and also on Facebook groups. I don't know 34:00 if anybody follows living in yellow. Does anybody know that living in yellow? Okay, so there's an influencer that we do not work with it. I just 34:10 happen to follow called living in yellow who started on Facebook and also built out of face. What group where there's over 65,000 people that I've 34:18 really formed a community that's all about fashion and advised. They really come to this group and ask which outfit should I wear for my daughter's 34:28

graduation ABC to ask, you know, there's like so many options but interesting ly you know that has led to operation with Nordstrom and where they 34:36 actually partnered with a living in Yellow by Gibson collection at Nordstrom really like knowing your space and then she also has a blog post where 34:45 she does like curated outfit Collections and kind of ties it all back and they do like you to come with me to the dressing room and they do try on 34:54 sessions and things like that. So really there is a way to take your content and cross it over from one platform to another but you don't have to be a 35:01

jack-of-all-trades at the beginning really find your sweet spot in your area of expertise and lean into that and then as you get more comfortable 35:10 expand that or take lessons or ask for help if you want to improve your photography skills, or Maybe it's vlogging and doing video video 35:17 presentations if that's your sweet spot and you don't want to ride it out then then you experiment with with the use of video. So there's a lot of 35:27 different ways that people can produce content and how you can find the right fit for both yourself and for Partnerships. Great, Teton, 35:34

Elastica, just wisdom. Just noticed there that a lot of today are present in both of what you guys said. So in a developing of long-term 35:44 relationships that that partnership with Nordstrom doesn't happen unless there's a long-standing relationship there and you can pull that influence 35:53 our in way earlier in the process really at the product development stage, right? I mean, they're developing those products in conjunction with the 36:01 influencer. That doesn't work if it's hey we've got some additional budget. Let's get this influencer to blast out our new line of you know, whatever 36:08

it is. So a lot of these things I think are touching on a lot of the topics that leaves would have discussed as a best practice. I think the last 36:16 thing and I'd say whether you're an influencer or brand this sounds a little buzzworthy, but it's it's shared spheres of influence so that Facebook 36:24 Community is a place where you if you're an aspiring influencer or a brand that wants to be engaging with those folks can go and find those 36:31 like-minded audiences and suddenly you can fit a point each other back and forth. So you're growing this audience that's interested in fashion or 36:39

parenting or whatever. It is through these like-minded communities and whether your brand or influence, you're going to grow your audience and grow 36:48 your voice much quicker. If you're collaborating in that sort of mutually beneficial way those communities exist on Facebook on Twitter on Reddit on 36:55 YouTube and I'll go find where those communities exist and just be an active contributing member of it and you'll see your numbers go up a lot faster 37:03 than if you're just pumping out content sort of into The Ether. A great wonderful what we got about 5-10 minutes to take some questions from the 37:12

audience as well as from Twitter. So yeah, we have a question here. Do we have bikes or are we just stand up maybe? Yes, we have a whole lot the 37:20 Boombox my 37:28 station 37:28 and if we were to dive into influencer marketing what whatever you think in terms of budget knowing that there's probably a 37:40 lot of different questions answer in terms of your nose is perfect campaign, or if it's a longer, you know, brand building effort. What do you think 37:50 in terms of budgeting? It it runs the Gambit. I mean there's an influencer for every budget I think is the answer. A lot of it has to do with 37:59

what are your objectives. So I eat I don't know that there is like a baseline kind of going back to my comment about it still being a wild wild west. 38:09 There is no formula of hey, if you have 10000 followers, you're worth $1,000 a post or anything like that, but I would say specifically for something 38:17 like the nature Conservatory because it's environmental or into this little bit more of a cause face thing. You can find influencers who are 38:25 passionate about, you know, climate change who are passionate about Environmental Protections and say we may not have the budget for your million 38:33

followers if we were Nike or Nordstrom to pay you but we know that you talked passionately about this issue of environmentalism. Do you want to come 38:41 do it under this Banner here and help us further. This Mission. I will be out that with the notion that I think the days of not paying influencer is 38:50 giving them free product that sort of thing are long gone. We never suggest that are Coach, but I think when you do have a cause bass thing you can 38:58 find folks. Who are we are bought into that mission and therefore willing to maybe take a pay cut with it. We're just them Hawking another product. 39:06

I'm so sorry. I was just going to say in conjunction with what you're saying agree with everything. I just came from a food Conference United fresh 39:14 conference on healthy foods and and ways to the no chemical moving all that kind of think that's an interesting audience for you as well from the food 39:24 world to be able to capture, you know Foodies in that space that are interested in healthy eating and promoting that so just another audience for you 39:33 to think about and I would just say it often times is yours brands are trying to get started in the in the space both in social media or influence or 39:43

marketing as a subset it at least when I started on the ground side doing this it did come from a test and learn type of budget where we were just 39:52 saying like Okay are there funds that we can relocate from one of our other initiatives and just kind of your market for influencer or for social and 39:59 just kind of see what you have lying not lying around. But yeah available that you could potentially pull from other sources in Try with like I said 40:07 at the very beginning so measurable outcomes set up up front. I'm certainly if you were to handle it in-house it's going to be different than if you 40:16

were to go to an agency to to manage on your behalf, but I really do think is understanding what you want the influencers to talk about. And what is 40:24 the ultimate goal. Is it getting people to opt-in and become a member of the conservatory is it to go outside and participate Yeah, clean up days 40:32 or things like that. So really knowing what the mission is and what what you want them to do is going to be so important and then it is a matter of ab 40:42 looking for the right people who's already talking about your organization or your brand if they're already doing it on their own and maybe that would 40:50

be a good first place to start and say like, oh, I see that you've been engaging with us Lads. I love to hear what you love about our organization and 40:58 just start a dialogue. That's how it all begins. And then from there you can kind of find out about their ways of working and what they're doing but 41:05 to one of the earlier comments Ted made Did you think it is important that you have some budget set aside to take amplify on social media? So we know 41:11 organic reach is declining that has been an ongoing Trend. So certainly it is a combination of earned Impressions from influenster plus paid to 41:20

promote it on the social platform that aligns with your objectives. You really do kind of need them them both to go together to make it truly 41:30 effective. Can I just have one more thing just for your benefit? I have a client that is just getting into influencer marketing and they they know 41:38 marketing but they didn't know this specific category this article and they were there when I talked to them and they had this list of influencers 41:47 they wanted to work with and I said, well, what's your mission? You know what your direction to them on how they should he want them to be authentic 41:56

and what they say, but you have to give them a space of what your mission is and they're like we were just going to let him say what they wanted and 42:03 it's like no that's not a good eye. Yeah, because I'm sure they take something nice, but that may not actually be in the specific area 42:11 that campaign has is focusing on. Question around budget that is much more specific from Riva 42:21 how sorry what do you think is a reasonable price per post for an influencer. / how do you evaluate it? 42:30

That's a good old. It depends Beyonce are they really truly does depend on audience size of Engagement rate is certainly a metric that we talked about 42:40 a lot and a lot of it is knowing your value. So like we talked about if you're paying for a photographer how much time are you spending creating the 42:49 content really, you know looking at all that it's going to take for you to put together a desirable package for a brand new partnership. It's often 42:56 not this one posted see how they all play together. So I would take some time and actually write that down as a starting point and then certainly go 43:06

in and have a few conversations and say, you know, this is what I'm thinking based on past performance are good. You are good starting point and then 43:14 often times if it's not in the budget people will tell you I'm so sorry. I don't have this amount. But this is what I do have how can we make this 43:23 work? And it does become a dialogue. I will say if you are an influencer and you've been charging one rate and all of a sudden you get representation 43:30 that Not an automatic. I'm going to increase my rate by 20% if nothing else has changed. So if your engagement rings haven't changed if your follower 43:39

count hasn't changed for all the sudden you're paying people to manage your business. I mean, we we can see like before and after or around y'all at 43:49 least with previous relationships and it's like I have to make sure that values coming back on the brand size as well. So but I will just caveat that 43:57 with do not buy followers don't buy followers. We didn't even have a chance to talk about influencer fraud today. But if you think that getting to a 44:06 million followers or the next thousand round number for ours is going to get you more money. Just don't do it. It's going to lose you all your money 44:13

and it is not a good investment. Amen. The Creator IQ in 44:20 my question does correlates to what you just said. So are you guys seeing a trend like when you think of influencers you think unfortunately Kim 44:29 Kardashian and these people with millions of followers. See more of a trend to the micro influencer movement, maybe people with less than a thousand 44:38 followers less than 5000 followers that maybe come across as more authentic and trustworthy. Yeah. I mean I can start this when I think there's 44:45

definitely a trend towards it and it's certainly a buzzy you right now to talk about micro influencers, you know, I think for us it just is one of 44:55 those things that depending on what your needs are with the KP eyes are it might make sense to go with a bigger name celebrity type endorsement but we 45:03 are sitting at these micro influencers do have prior engagement rates mean all all the things that the energy started talks about our true. It just 45:12 can also come down to your back and Manpower you going to be able to manage a campaign with 25, you know, micro influencers versus a campaign with 45:20

five maybe bigger to your influencers and then just understanding what the difference in results are there it again also goes back to how long term of 45:28 a relationship you're trying to build at those folks. So it isn't to say that my Influencers are better or more effective than the Kim Kardashian's of 45:37 the world. But what are your objectives what your timelines what are your budgets when your capabilities and which makes sense with all of those? 45:44 That's I think I'm a good way to also plug an agency or a network because they have experience running the Gambit effects of campaigns. And if you're 45:51

a brand you can come to one of these agencies or networks and say we want to do X Y and Z Lionel really help you flush out what that strategy is. The 46:00 number of influencers the platforms of types of content all that stuff to make sure that you're really optimizing for for whatever your clothes are. 46:08 Yeah, and I can't I meant it really does depend on the brand as well. And what what their goals are, you know to Ted's point. I'm I do think there is 46:16 absolutely a place for micro influencers. Everybody kind of defines a micro slightly differently. But when you think about your areas of expertise and 46:24

what you're known for and what you're passionate about sometimes it is those really Niche products or you know, maybe Evan Gaming is not something 46:32 that we're going to talk about today, but really like the gaming space is huge. But if it's a particular game where a particular like gaming type of 46:41 laptop, it might not appeal to everybody. So you really want to find that sweet spot between your product in the oven and make sure that you're 46:48 finding people that can really tell the exact right store that align with and so oftentimes niches a great way to go to the 46:56

question that you asked earlier about the nature Conservatory, you know that hopefully will appeal to everybody and I was something that we should all 47:05 be caring about but you are going to potentially have some smaller folks with louder. Voices on that subject in so, you know, it's a great way to kind 47:12 of balance. Both National are brought awareness with really specific subject matter experts and they might not have as large of an audience yet, 47:19 but they're certainly very valuable voices and they will resonate with the people in their audience. Excellent. All right, so we're out of time but I 47:29

think everybody was sticking around for a little bit. If you have any questions come and find us the people that ask the questions in the audience of 47:38 the two ladies as well as Revo online and and these are our most influential tweets from the session. You can come and find me. We got a whole bag of 47:45 Swag will find you in the hallway to give it to you. Sorry if I put your name Brittany langemeier Katie from now, you know Carolyn 47:53 Garner Jennifer chip Lonnie Jennifer Carlisle. I 48:03

think I was like Moses, which also will take you in the hallway and give you some gifts, but let's give it up for our great panels today. Thank you 48:13 guys so much as thank you. 48:20

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