1. © 2015 Sparkloft Media Confidential
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WORKSHOP SESSION
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Thanks to our sponsors!

4. Working with Influencers:
The Next Big Thing in
Social Media
Oregon Governor’s Conference 2015

5. © 2015 Sparkloft Media Confidential
Social
Media
Strategy
Community
Monitoring &
Management
Influence
Marketing &
Social PR
Meetings &
Events
Sparkloft Media
What we do
Training &
Education

6. © 2015 Sparkloft Media Confidential
Sparkloft Media
The social landscape
What is an influencer?
Big brands & C. Neistat
7 Wonders tour
Brand USA culinary tour
Scalable campaigns
Influencers for your brand
OVERVIEW

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THE SOCIAL MEDIA LANDSCAPE
Sparkloft Media

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100,000 titles
3,400,000 books
30,000,000 songs
300 hours uploaded every minute
30,000,000,000 messages / day
1,300,000 apps
The beginning of influence

10. © 2015 Sparkloft Media Confidential
The big picture
Brand
Brand Messages
Content
Your Platforms Partner Platforms
Influencers
Other BrandsAdvocates
Social Media
Other:
-Blogs -Email
-Traditional Advertising

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WHAT IS AN INFLUENCER?
Sparkloft Media

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What is an influencer?

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What is an influencer?

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The beginning of influence

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The beginning of influence

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Seflies #FTW

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The influencer industry

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The influencer industry
Followers
YouTube: 8,500,000
Vine: 556,000
Instagram: 90,000
Salary
> $400,000
> $250,000
> $80,000
Influencer
Bethany Mota
Meagan Cignoli
Justin Livingston
Avg American 350 Facebook
“friends”
$44,888.16

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The influencer industry
Followers
YouTube: 8,500,000
Vine: 556,000
Instagram: 90,000
Salary
> $400,000
> $250,000
> $80,000
Influencer
Bethany Mota
Meagan Cignoli
Justin Livingston
Avg American 350 Facebook
“friends”
$44,888.16

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90% of consumers trust peer
recommendations. Only 33% trust
ads.
-Nielson
Why use influencers?

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BIG BRANDS & C. NEISTAT
Big brand case studies

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YouTube: 523K
Instagram: 236K
Twitter: 79.4K
Big brand case studies

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Snapchat

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Casey Neistat

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Big brand case studies

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Big brand case studies

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Big brand case studies

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Big brand case studies

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Recap:
•Influencers affect the [purchase]
behavior of others.
•Social media influencers have targeted
followings, fresh content, and a genuine
voice.
•Influencers make $$$.
•Casey Neistat blew off Nike and still
created the best branded story ever told.
•Marriott is changing the hospitality game.
Why influencers? & Big brands

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7 WONDERS
7 Wonders Case Study

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7 Wonders: Getting started

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7 Wonders: Influencer Rubric

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7 Wonders: Influencer Research

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7 Wonders: Influencer Research

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7 Wonders: Instagram

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7 Wonders: Instagram

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7 Wonders: Instagram

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7 Wonders: Instagram

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THE BRAND USA
CULINARY TOUR
Brand USA Case Study

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US “Food”?

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INSTAGRAM
Followers
Tiered ranking: 7K+, 15K+, 25K+, 50K+, 75K+
Frequency of Posts
Post Quality and Diversity
Photography & Captions
Total/Avg. Engagement
Quality Interactions
Types of comments & interactions from followers
Brand USA: Rubric Criteria

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Brand USA: Rubric Criteria

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London
Source: Sparkloft Media
As a chef and world traveler, Tess “The ‘YES’ Chef”
knows a thing or two about food. She loves to try
out new recipes and share her passion for healthy
eating, travel and style with her followers.
On Instagram, Tess’ food journey comes to life
through striking photos of beautiful dishes and
colorful ingredients. She showcases not just the
food on the plate but the people and places who
make those flavors come to life.
17.3K followers
INFLUENCE
@tesswardchef
Brand USA: Sample Influencer

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Partners: Historic Hotels of America, Destinations
California
Seasonal
Oregon
& Hawaii
Adventure
Texas
Culture
Missouri
& Louisiana
Traditions
Kentucky
& South Carolina
Pairings
Massachusetts,
Charlotte Harbor,
The Gulf Islands,
Beaches of Fort Myers
& Sanibel
Localvore
Brand USA: Partners & themes

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Brand USA: Planning

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SCALABLE CAMPAIGNS
Scalability

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Smaller campaign ideas

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Smaller campaign ideas

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INFLUENCERS FOR
YOUR BRAND
Influencers + you

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Step 1: Research

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Step 1: Research

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Step 1: Research

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Step 2: Outreach
Influencer
Agent
Social Media
Website Form
Email Address
Social Media
Website Form
Email Address
Email
Outreach
Pitch
Contract
Negotiation
Welcome
Messages
Tour
Email
Outreach

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Step 2: Outreach

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Step 2: Outreach

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Step 2: Outreach

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Step 3: Plan

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Step 4: Activate
The influencers are here! #BestDayEver

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Step 4: Activate
WELCOME TO
OREGON!
We look forward to seeing your photos and stories while you’re in
Oregon. If you tag us in your content we will make sure to share and
start a social conversation with you. Here is where you can find us:
Hello, we’re so happy you came to visit us! We hope you’ll share your
Oregon adventures through social media.
Have an Oregon question?
Ask our 15 experts! Tag tweets
#askOR to get the inside
scoop on everything Oregon.
How can you engage with us?
#askOR
Document and share your
adventures anywhere in the
state using #TravelOregon on
your Instagram photos.
facebook.com/traveloregon
@TravelOregon
@TravelOregon
The gorgeous Latourell Falls in
the #ColumbiaRiverGorge.
Snap a photo to engage with
Travel Oregon on We Chat!
#TravelOregon
The Oregon Coast is beautiful
from every angle!

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Step 4: Activate

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Step 5: Reactivate

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Step 5: Reactivate

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Step 6: Measure it
Iconosquare.com

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Step 6: Measure it
Keyhole.co

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Step 6: Measure it

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Step 6: Measure it

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The end!
Recap:
•Step 1: Hire Casey Neistat.
•Plan B:
Research
Outreach
Plan
Activate
Reactivate
Measure

68. Thank You!
Jaclyn Osterloh
Sparkloft Media
@jaclynemily89
Questions?