Only through building a relationship, building trust and building community can you effectively influence an influencer. The steps do so are: 1. Building your community platform 2. Using it to identify influencers 3. Determing your value exchange. What is the sweet spot? 4. Making the connection 5. Creating engaging opportunities 6. Following up and becoming a friend.

1. HOW TO INFLUENCE AN
INFLUENCER.
@danjrosenbaum & @onlyinsf

2. ONLY THROUGH BUILDING A
RELATIONSHIP, TRUST AND
COMMUNITY CAN YOU
INFLUENCE AN INFLUENCER.
YOU NEED TO GET PERSONAL

3. I love other people’s pets

4. I love to travel

5. I love to read.
Goal: 15
books
Status: 14
books

6. I play with my food

7. Why am I here?

8. Because I manage this community. Here’s my journey.

11. BROKE-ASS STUART
WITH LITTLE BUDGET AND A TEAM OF ONE,
WE’VE WORKED WITH INFLUENCERS
@brokeassstuart
Writer, SF Personality and
mayoral candidate. Took over our
Facebook page.
KARL THE FOG
@karlthefog
The sassiest fog in the world. Had
a Twitter chat with him.
TABLEHOPPER
@tablehopper
She knows late-night eats and
writes content for our site.

13. I am an influencer
and so are all of
you.
More importantly…

14. WHAT IS AN INFLUENCER?

15. AN INFLUENCER SHARES AND
CARES ABOUT WHAT’S
IMPORTANT TO THEM. THEY
INCITE ACTION.

16. NEWSPAPERS
INFLUENCER’S HAVE BEEN AROUND FOREVER.
IT’S HOW YOU WORK WITH THEM THAT’S
CHANGED.
New York Times
1.4MM Daily Circulation
CELEBRITIES
Kim Kardashian
1 – 4MM viewers per episode
SOCIAL MEDIA
Pei Ketron
1.1MM Followers

17. “DO WHAT YOU CAN, WITH
WHAT YOU HAVE, WHERE YOU
ARE.”
- Theodore Roosevelt

18. IMPORTANCE OF
INFLUENCERS

19. WHY ARE THEY SO IMPORTANT
TO BRANDS?
• Expand reach
• Target new audiences
• Provide meaningful connections
• Become an extension of your marketing team
• They build trust
@nanpalmero
@_scottgordon_
@louisraphael

20. “…BEING TRUSTED IS THE
SINGLE MOST URGENT WAY
TO BUILD A BUSINESS.”
- Seth Godin

21. AGENDA
SOCIAL MEDIA DAY
• Building Your Platform
• Identifying Your Influencers
• Determining Your Value Exchange
• Making the Connections
• Creating Engaging Opportunities
• Following up
@itskarenthoo
@0ptiics
@briannguyen

22. BUILDING YOUR PLATFORM

23. ALL PLATFORMS HAVE THESE
CHARACTERISTICS…

24. THEY ARE COLLABORATIVE.
BOTH BRAND AND AUDIENCE
PARTICIPATE.

25. THEY RECOGNIZE AND
PROMOTE PARTICIPANTS.

26. THEY ARE CONSISTENT.

27. GoPro – Youtube Channel

28. Instagram – Blog/App

29. Airbnb
Airbnb – Pineapple Magazine

30. Content Marketing Institute – Twitter Chats

31. Social Media Marketing Society - Hangouts

32. San Francisco Travel
San Francisco Travel – Instagram Hashtags

33. THEY COME IN ALL
DIFFERENT FORMS, BUT ONE
THING REMAINS THE SAME:
THEY TAKE TIME TO BUILD.

34. IDENTIFYING YOUR
INFLUENCERS

35. THEY P.R.E.A.C.H.
INFLUENCERS DO ONE THING.
• They are participatory.
• They build reach.
• They show expertise.
• They have an audience.
• They are consistent.
• They have hooks. What other influencers are they connected to?
Use your platform to identify your influencers
@amandaseeyoudarr
@lucsteven
@lucsteven@chaddandrew

36. Participatory

37. Reach

38. Expert

39. Audience

40. Consistency

41. @yasminelizabeth @cohen
@karlthefog @d.leong
@lukesbeard @dantom
Hooks
@eyeonthebay
@coryiander
@reneeavargas

42. DETERMINING YOUR VALUE
EXCHANGE

43. VALUE
What can you offer them?
• Exclusivity / Access
• Exposure
• Recognition
• Money
As a brand you need to find the intersection between your needs
and their skill set. That’s the sweet spot. At San Francisco Travel,
we are always are in need of photos, so we buy them from our
community…
@jefferz415
@j_valeros
@matrickphoto

44. STOCK PHOTOGRAPHY
@d.leong

45. STOCK PHOTOGRAPHY
@dellybean

46. STOCK PHOTOGRAPHY
@lukesbeard

47. MAKING THE CONNECTION

48. THIS IS HOW YOU GET THERE
ATTENTION. PERSONALIZED
COMMUNICATION THAT ASKS
WHAT YOU CAN DO FOR
THEM.

49. EMAIL / DIRECT
MESSAGE
• Make it personal
• Give them your value exchange
• Make it easy for them to get behind
your initiative.
@marcus_aureluiz

50. Meet IRL.
Leverage
existing
communities.

51. CREATING ENGAGING
OPPORTUNITIES

52. CREATE OPPORTUNITIES
THAT ALLOW THEM TO
CREATE THEIR CRAFT AT
THEIR OWN PACE.

53. Tours
@yasmineelizabeth
@cyruscgt
@danjrosenbaum

54. Takeovers

55. Takeovers –
physical
spaces (from
DiscoverLA)

56. Web Content

57. EVENTS
We hosted 40 Influencers and
their friends.
Invited a select group of partners
to attend and offer exclusive
experiences to attendees.
Encouraged the use of #AlwaysSF
and our channel @OnlyinSF

58. EVENTS
RESULTS
This event was a way for us to say thank
you. We didn’t expect this.
• The @OnlyinSF Instagram channel
eclipsed 100K followers
• More than 5,000 Photos have been
tagged with #AlwaysSF
• More than 750K Instagram engagements
(likes and comments) on all photos
@cohen @_scottgordon_
@cyrustolentino
@eyeonthebay @katrinawlui
@tj.gif

59. FOLLOWING UP

60. BECOME FRIENDS

61. TRACK EVERYTHING
• Content / posts
• Events attended
• Photos submitted
• Email opens
• What coffee do they like?
Get personal
@nanpalmero
@_scottgordon_
@louisraphael
@daniel_burr
@jsj83
@cometwest

62. “IT’S NOT ABOUT A SINGLE
TWEET OR ONE PHOTO. IT’S
ABOUT CREATING A
RELATIONSHIP.”
- @danjrosenbaum

63. “ONLY THROUGH AUTHENTIC,
GENUINE COMMUNICATION
CAN YOU HELP SOMEONE.
THIS BUILDS TRUST”
- @danjrosenbaum

64. 1. BUILD YOUR PLATFORM
2. USE IT TO IDENTIFY
3. DETERMINE YOUR VALUE
4. MAKE A MEANINGFUL
CONNECTION
5. CREATE OPPORTUNITIES
6. FOLLOW UP AND REPEAT

65. OWN THE RELATIONSHIP.

66. HOMEWORK:
IDENTIFY AN INFLUENCER IN
YOUR COMMUNITY AND ASK
THEM OUT FOR A CUP OF
COFFEE

67. THANK YOU!