TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters" at the 6th Annual Social Media Marketing Conference on January 30th, 2013

1. 6th Annual Social Media Marketing Conference
formerly
Why Influencer Marketing Matters
Presenter: Holly Hamann, co-founder, TapInfluence

2. About Your Presenter
Holly Hamann
holly@tapinfluence.com
@HollyHamann
Co-founder, TapInfluence
Sixth tech start-up
18 years in digital marketing
Mathematics and Computer Science Degree
Blogger – www.LoveandMath.com
Frequent speaker on social marketing
#TapInfluence

3. Where are your customers?

4. Disruptive Trends in Digital Marketing
Online
Advertising
Social Content
Media Marketing

5. 1. Banner Advertising Doesn’t Work
Advertising budgets are shifting to social media, and major
brands are looking for intelligent, proven and measurable
strategies to improve engagement and influence.

6. 8% of internet users account for
85% of all clicks

7. 2. Consumers Want Content
Content Marketing – compelling, relevant content, developed
internally or through a community of key influencers, is driving more
meaningful and stronger levels of social engagement with consumers.

8. There is only one true branding
mechanism online and that’s
content marketing.

9. 3. Social Media Creates Influencers
Social Marketing – a new breed of technologies and best practices
are emerging to target, automate and measure PR, sales, and
marketing processes and the ROI of social marketing campaigns.

10. In 5 years, marketers will spend
more on social, mobile, and video
than search.

11. Shifts in Brand Marketing
Control Partnership
Impressions Engagement
Purchase Consideration
Reaching everyone Niche audience
Conclusions Content
Facts Opinions
Linear (print/tv) Non-linear Mobile and
video

12. The New Influencer

13. Customers Follow Her

14. What do influencers have that brands don’t?

15. What is Influencer Marketing?
Partnering with influencers who help create and share peer-trusted content.

16. Partnerships With Influencers Are Key
• Helps reach more target consumers
• Creates trust
• Provides relevant consumer content
• Helps create highly engaging, authentic content (video and
mobile, blog posts)
• Scalable
• Creates powerful earned media
• Effective supplement (or alternative) to banner advertising

17. What do influencers want?

18. We asked 65,000 of them

19. We Wanted to Know
• What does the ideal brand partnership look like?
• Which product category campaigns are most desirable?
• How does trust and social good influence partnership choices?
• How is influence measured?
• How effective are brands at connecting, pitching, and
compensating bloggers?
• Which brands are the most successful at forming influencer
partnerships?

20. Survey Demographics

21. Core Influencer Categories
Top “Other” categories:
• Personal
• Beauty
• Books
• Faith/Religion
This is where thousands of untapped powerful niche influencers live.

22. Hours per week spent engaged with other blogs
Bloggers who spend 6 or more hours
per week commenting on other blog
communities show a correlated increase
in revenue.
Hours per week

23. Influencers favor brand-sponsored social media
and blog campaigns!
93% have purchased a product based on information
they found on a blog or online community.
• 60% respected brands who wanted to interact with bloggers,
thought campaigns were fun, validated their blogs, or thought
they were great opportunities to earn revenue.
• Less than 2% disliked brand-sponsored social media or blog
campaigns.

24. What bloggers want in a brand relationship
90% of bloggers surveyed were somewhat or
very interested in working with brands,
provided they were compensated.

25. Most popular brand categories (view 1)

26. What’s TRUST got to do with it?
• 70% of influencers trust a brand more when that brand is
promoted or recommended by someone they know from a blog
or social media
• 56% of influencers trust a brand more when a campaign includes
an element of “social good” (raising money or awareness for a
non-profit or social cause).

27. How brands are reaching out to bloggers
58% of bloggers have never been
approached by a brand to work on a
campaign

28. Effectiveness of brand pitches
Number of brand pitched received by bloggers each year
• Nearly 2/3 of bloggers reject at least half of the
• Nearly 2/3 of bloggers reject at least half of the brand
brand pitches they receive.
pitches they receive.
• 87%87% said personal feelingsabout a brand influences
• said personal feelings about a brand
influences whether they will work brand.
whether they will work with that with that brand.

29. Elements of a good pitch
• Personal
• Targeted
• Relevant
• Compensation
• Clear
• Organized
• Concise

30. What product category campaigns were accepted?

31. Reasons for negative experiences
12% of bloggers had a negative
experience working on a brand
campaign.

32. Brands creating successful partnerships

33. Just like any perfect relationship…

34. Influencers want:

35. Brands want:

36. How do you get it?
What bloggers want How to get it
Commitment Engage bloggers for multiple campaigns to create relationships you can rely on for years.
Partnership Products and trends evolve over time. Take the time to ask bloggers about your brand and
product. Then listen.
Respect Be as professional as you would with any business colleague.
Compensation Asking bloggers to work for free is short-sighted. Create powerful partnerships by
providing mutual benefit and compensation.
Clarity Be clear about campaign scope (amount of work required, deadlines, compensation, non-
competes, etc). Make it easy to say yes or no.
To champion valuable products Provide a high-quality product that is appropriately targeted (i.e. don’t ask a diabetic
blogger to write about your chocolate bar).
Photo source: Warner Bros.
Social engagement Follow bloggers on Twitter and Facebook, join their community discussions, comment on
their blogs, get to know them.
Balance Create campaigns that accommodate family-oriented lifestyles.

37. Current Clients

38. Thank You!
Holly Hamann
Co-founder, TapInfluence
holly@tapinfluence.com