The document discusses influence marketing and how working with influencers can benefit a business. It defines an influencer as someone who can promote a business through blogging, social media posts, guest posting, or other methods. Building trust and providing value to the influencer is important to develop the relationship. High quality, unique, and relevant content that the influencer's audience finds interesting is more likely to be shared. Creating multiple impressions through different influencers can help reach more potential customers. Examples are given of companies that successfully leveraged influencer marketing.

1. Group 28
 Abhradeep Sarkar
abhradeep.in| abhradeep.sarkar@abhradeep.in
 Akshay Dongre
akshaydongre.in|akshay@akshaydongre.in
 Manshi Gandhi
manshigandhi.com|manshi@manshigandhi.com
 Shreevar Goel
shreevargoel.com|shreevar@shreevargoel.com
 Tanvi Chaudhury
tanvi.info|tanvi@tanvi.info
 Gaurav Bhandari
gauravbhandari.info|
gauravbhandari@gauravbhandari.info
How marketing to certain influential people can get you potential buyers

2. Just what exactly is influencer
marketing?
Why should I buy into it?
How do I go about it?

3. What does the influencer do, exactly?
The influencer holds the power to affect your
business in a big way by -
• They can write a blog post / article about you.
• They can share information about you in their
social media accounts.
• They can ask you, or permit you, to guest post
on their site.
• Or, any combination of, or all of, the above.

4. Influencer
Audience Factor
Influencer
Trust Factor

5. Building the Relationship
• Focus on providing value. If they have a question, seek to
answer it. Don't spend any time telling them what value you
bring, just deliver it.
• Show that you will be active in sharing their stuff to your
audience. The give and take attitude will be noticed.
• Actively help others; regularly. When you focus all of your
attention on one person to the exclusion of others it starts to
feel a bit freaky.
• The more personal the effort, better the relationship

6. Likelihood Of Sharing
• Relevance - if it is not
relevant to them, they are
not going to share it, even
if it's great
• Uniqueness - If what you
create is not exceptional,
no one is going to care,
and no one is going to
share.
• Quality Content - This goes without saying. Crap content will bring crap results and
no amount of relationship building will change that.
• Trust in the Author - This is where the relationship comes into play. You can create
great content, but if you are not yet trusted, your share rate will be far lower.
• Trust in Referring Sources - How someone learns about a piece of content is a
factor in the share rate as well. If an authority tells you about it, you are more likely to
respond by passing it on.
• Visibility - People can't share what they don't see. For example, if you create a great
blog post and you tweet it once, a small percentage of your followers will ever see it.
• Impressions - Creating Impressions is classic marketing in action. Marketing
experts used to say that it took an average of 7 impressions per sale.

7. Creating Impressions
The reach of influencers is long. Not only can they
get you links, they can give you shares that result
in other people giving you links.

8. Some folks who got it right
• Arthur Guinness’ birthday celebrated as
Arthur’s Day in Ireland (He’s a pretty big
deal, there)
• General Motors set up an exclusive web
site whose access was limited to “GM
Insiders”
• Ken Block with his viral “Gymkhana”
videos, for DC Shoes

9. Leveraging the power of Social Media
• Razorfish
• Flowtown
• Klout
• PeerIndex

10. Conclusion
Whether you believe in social media as a
marketing channel or not, the reality is that we are
in the midst of a turning point. No longer can you
passively market products and services to an
anonymous customer base. With the rise of
influence marketing, your customer is marketing.