In order for your message to reach your target market, you first need to win over the influencers who are speaking to your customers and then encourage them to share and ultimately promote your brand. During this session we'll be be looking at: 1. Why influencers matter; 2. How to identify them; 2. How to engage with them; and 3. How to convert them into an advocate for your brand.

1. How reaching out to
influencers can help grow
your brand
Danny Bermant
@theidm @brainstormdsgn #IDMBootcamp

2. Who are influencers?
• Early adopters
• Consumer groups
• Professional associations
• Business partners
• Thought leaders
• Journalists

3. Rate influencers to
prioritise them

4. Why do they matter?
• Impartial
• Brand advocates
• Share conversation with others
• Refer potential customers
• Finger on the pulse
• Insights
• Early adopters bring valuable feedback

5. Before you commence your
campaign….
• How would you like influencers to help you?
• More sales?
• Managing your reputation?
• Keeping customers informed?

6. Find the right social network
• B2B?
• B2C?
• Both?
• Social networks relevant to your industry?

7. Brainstorm all the potential
influencers in your industry
• E.g. Regional tourism
• Tourist authorities
• Travel writers and bloggers
• Local property
• Chamber of Commerce
• Travel forums
• Expats
• Consulate

8. Use keywords and hashtags to
find influencers

9. Use Klout to monitor their social
influence

10. Commun.it will alert you who to
engage with

11. Followerwonk gives you insights
into user behaviour

12. Use lists to track key influencers

13. Hootsuite enables you to
monitor multiple discussions

14. Before wooing influencers,
ensure your profile is relevant

15. To attract influencers,
you need to be….
• Relevant
• Informative
• Educational
• Engaging
• Visible
• Above all, remember ‘WIFM’

16. Steps to engage with influencers
• Identify conversation “triggers”
• Comment on posts
• Alert them to useful info
• Ask their advice
• Ask for their participation
• Complement them
• Be genuine
• Remember - WIFM
• Goal - Know - Like - Trust

17. Have a content strategy that is
relevant to your infleuncers

18. Feedly will keep you informed
and will help you source content

19. Converting influencers into
advocates
• Build up contact
• Connect to their networks
• Give them a taste
• Value their feedback
• Ask them to share content
• Convert online relationship into offline relationship

20. Your challenge…
What is your influencer strategy?
• You have designed a brand new range of ski
equipment
• Which social networks will you use?
• Who are your influencers?
• How will you identify them?
• How will you engage with them?
• How will you convert them into advocates?

21. For more information, google
“influencer outreach guide”