In this webinar, we reviewed social amplification and how you can use it to increase the exposure of your brand's digital marketing strategy. We review: 1. What is social amplification and why is it important to your brand strategy 2. How to identify and engage influencers 3. Using digital events to build your brand authority and drive user engagement 4. How to manage promotions properly for social marketing

2. TODAY’S PRESENTER
➢Crystal Wiltshire
➢Influencer & Social Media Manager
➢Nearly 10 years experience in digital
marketing
➢Blogger & Social Media Addict
➢Social Influencer for Brands, such as Disney,
Fisher-Price, Sears, etc.

3. Get Your Brand Heard
➢ What is social amplification and why is it important to your brand’s strategy
➢ How to identify and engage influencers
➢ Using digital events to build your brand authority and drive user engagement
➢ How to manage promotions properly for social marketing

4. What is Social Amplification
➢ Using social marketing channels to increase word-of-mouth exposure
➢ Getting your message promoted/amplified through employees, customers,
industry partners, fans and influencers
➢ Each individual sharer extends your messaging to their personal network, who
can then promote it to their network and so on
➢ Builds your authority, increases social signals and improves brand awareness

5. How far can the message spread?
1:1 Engagement
Keywords
Earned
Content
Social Media &
Mobile
Owned
Content
Optimized
Content
Amplify1
Amplify2
Digitally Aligned
Content Strategy
Amplify3
Backlinks
1: Many
Grow your
community

6. How to Promote Social Amplification
➢ Encourage employees and brand partners to share content and messaging
socially
➢ Identify industry related conversations and peers to engage with through social
media channels
➢ Influencer marketing - identify paid and organic influencers
➢ Paid content amplification - boosted/sponsored posts on social media

7. Influencer Marketing
➢ Influencers are individuals who have the power to impact the purchase and
engagement decisions of others due to their perceived authority within a
particular topic
➢ Brand influencers are individuals who have an audience that aligns with your
target market
➢ Influencer marketing is developing a strategy to engage and build relationships
with influencers and create campaigns that they may participate in

8. Paid vs. Organic Influencers
➢ Organic influencers are individuals who have built an authority within your
industry or with your audience and may have a genuine interest in your brand,
products or services
○ Trade publications
○ Journalists
○ Industry thought leaders
➢ Paid influencers have also built an authority within your industry and audience
and will review and/or promote your brand, product or services to their network
for a set compensation
○ Professional bloggers
○ Social only influencers

9. Working With Influencers
Paid Influencers
➢ Build a relationship with each influencer to ensure that they are the right
fit for your brand
➢ Give influencers as much detail as possible - Consider creating an
Influencer Toolkit to outline campaign, brand and product details and
include logos, images, etc
➢ Consider an ambassador badge
➢ Most influencers live by a rule to give honest opinions
- paying an influencer does not guarantee a positive
review
➢ Track results - unique URLs to each influencer,
tracking their content as off-site pages, social
engagement by influencer, etc

10. Working With Influencers
Organic Influencers
➢ Build a relationship with each influencer to ensure that they are the right fit
for your brand
➢ Be engaging with the influencer to help nurture a mutually positive
relationship
○ Create Facebook lists and Twitter lists to pay closer attention to your
influencers
➢ Give influencers as much information and support as they require, but do
not bombard them unnecessarily
➢ Track any content organic influencers create for you through off-site
pages

11. What are Digital Events
➢ Organized gatherings of people who are not in the same physical location, but
rather connected through a common space online
➢ Typically used to share knowledge, tips, ideas, etc, with like-minded individuals
➢ Can help build your brand’s authority within your industry, generate leads and
increase brand awareness
➢ Digital campaigns can also be created around offline events, to increase the
event’s exposure using your online network through social coverage
○ Company Events
○ Tradeshows
○ Local Community Events

12. Types of Digital Events
➢ Webinars/Webcast
➢ Podcasts
➢ Online Conferences
➢ Seminars
➢ Social Parties
○ Twitter Chats/Parties
○ Facebook Parties
○ Google+ Hangouts

13. Digital Events Management
➢ Decide if your event will be for current clients, prospects or entire target market
➢ Clearly outline the topic(s) and agenda that will be covered
➢ Use email and social tools to invite attendees
➢ For target market events, consider using influencers to drive attendance and
engagement

14. What is Promotions Management
➢ Using promotional items and campaigns to increase
the exposure of your brand and messaging
➢ Digital Promotion Campaigns
○ promo codes
○ hashtags
○ digital giveaways
➢ Offline Promotional Materials
○ creative swag
○ promotional collateral
○ physical giveaways
➢ Less is more! Do not over use hashtags, giveaways,
promo items

15. Merging Digital and Offline Promotions
➢ Digital events can be used to promote your brand’s upcoming offline event
○ Mentioning booth # and giveaway details for tradeshow your company will
be exhibiting at
○ Create digital promo images/content to promote offline event
➢ Offline collateral can be used to help extend the reach of your digital
promotional efforts
○ Include brand hashtags and social handles on printed collateral and
promo items
○ Create physical promotional materials to promote larger digital events,
such as online conferences, regular webinars, etc

16. Leveraging Influencers for Events &
Promotions
Bringing it all together:
➢ You can maximize your social amplification efforts by utilizing organic and paid
influencers for your digital/offline events and promotional efforts
➢ Establish a process for engaging influencers based on the strategy you have
developed
1. Create a comprehensive outline of your campaign (event & promo)
2. Inform influencers of the promotional efforts for the campaign
3. Have influencers use promotional efforts to promote digital/offline events

17. Thank You!
Questions?