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Womma Summit 2015: Clever Girls - Social Influencers

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CleverGirlsColl

Clever Girls Founder Stefania Pomponi's presentation on why top tier social influencers are not always better.

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@cleverstefania   SOCIAL  INFLUENCERS:   WHY  TOP  TIER  IS  NOT  ALWAYS  BETTER   STEFANIA  POMPONI   Founder,  President  &  Chief  Evangelist  
@cleverstefania   AGENDA   •  BRIEF  INTRO  TO  CLEVER  GIRLS  &  INFLUENCER  MARKETING     •  TYPE  OF  NETWORKS     •  WHEN  PEOPLE  THINK  OF  INFLUENCERS  THEY  THINK…UNICORNS!       •  WHAT  ARE  YOU  GETTING  FOR  YOUR  SPEND?     •  REACH     •  AMPLIFICATION     •  MEASURING  SUCCESS  
@cleverstefania   WHO  WE  ARE   WHAT  WE  DO   BLOGGER  PROGRAMS   INSTAGRAM  PROGRAMS   PINTEREST  PROGRAMS   HOUSE  PARTIES   TWITTER  PARTIES   VISUAL  CONTENT   VIDEO  REVIEWS   SOCIAL  AMPLIFICATION   CLEVER  SURVEYS   CONTENT  HUBS  
@cleverstefania   TYPE  OF  NETWORKS   MONICA  WANTS  IT   @PIPSQUEEAK  @FREDDYADU  
@cleverstefania   UNICORNS   MOST  PEOPLE  THINK  INFLUENCERS  ARE  UNICORNS…   …BUT  ARE  THEY  RELATABLE?  
@cleverstefania   WHAT  YOU  GET  FOR  YOUR  SPEND   OR  
@cleverstefania   WHAT  YOU  GET  FOR  YOUR  SPEND   CLIENT:  Crest  3D  White  Brilliance   Toothpaste  System  #GetPolished     ASK:  Beauty,  Fashion  &  Lifestyle   Influencers  reviewed  products  &  shared   editorial  blog  posts  to  increase  social   conversaUon  &  product  consideraUon   among  their  readers     CHANNELS:  Blogs,  Facebook,  TwiWer,   Instagram*,  Pinterest*  +  TwiWer  Party     NUMBER  OF  INFLUENCERS:  35     IMPRESSIONS:  23.1M     762  LIKES   26  COMMENTS     THE  FOX  &  SHE  
@cleverstefania   REACH   CLIENT:  Rescue  Remedy  #stressless2bmybest     ASK:  “Stressed  out”  female  influencers   shared  a  “BOGO”  coupon  &  encouraged  their   followers  &  friends  to  download,  share,  etc.     CHANNEL:  Facebook     NUMBER  OF  INFLUENCERS:  250     IMPRESSIONS:  41.5M     INTEGRATED  PROGRAM  TOTAL  IMPRESSIONS:  132.5M  
@cleverstefania   AMPLIFICATION   CLIENT:  Hecy  #SaidNoSchoolEver     ASK:  Mom  influencers  shared  a     tongue-­‐in-­‐cheek  video  promoUng  their   support  of  Box  Tops  For  EducaUon     CHANNELS:  Facebook,  TwiWer     NUMBER  OF  INFLUENCERS:  150     IMPRESSIONS:  74M   163  LIKES   54  COMMENTS   12  SHARES  
@cleverstefania   MEASURING  SUCCESS   GOALS   What  does  success  look  like?     ENGAGEMENT     All  of  the  #s  that  are  available  to  us,  a  sampling  of  the  rest     MEASURING  AGAINST  CAMPAIGN  BENCHMARKS   Total  social  impressions  –  the  aggregate     SENTIMENT  SHARED  FROM  PARTICIPANTS  &  READERS   Brand  love  &  intent  to  purchase  =  ROI!     PIECES  AND  QUALITY  OF  CONTENT  DELIVERED     Smart  brands  repurpose  original  influencer  content  across  channels     ELEMENTS  OF  ELLIS  
@cleverstefania   THANK  YOU!  
@cleverstefania   QUESTIONS?   STEFANIA  POMPONI   Founder,  President  &  Chief  Evangelist     stefania@clevergirlscollecUve.com  

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Womma Summit 2015: Clever Girls - Social Influencers

  • 1. @cleverstefania   SOCIAL  INFLUENCERS:   WHY  TOP  TIER  IS  NOT  ALWAYS  BETTER   STEFANIA  POMPONI   Founder,  President  &  Chief  Evangelist  
  • 2. @cleverstefania   AGENDA   •  BRIEF  INTRO  TO  CLEVER  GIRLS  &  INFLUENCER  MARKETING     •  TYPE  OF  NETWORKS     •  WHEN  PEOPLE  THINK  OF  INFLUENCERS  THEY  THINK…UNICORNS!       •  WHAT  ARE  YOU  GETTING  FOR  YOUR  SPEND?     •  REACH     •  AMPLIFICATION     •  MEASURING  SUCCESS  
  • 3. @cleverstefania   WHO  WE  ARE   WHAT  WE  DO   BLOGGER  PROGRAMS   INSTAGRAM  PROGRAMS   PINTEREST  PROGRAMS   HOUSE  PARTIES   TWITTER  PARTIES   VISUAL  CONTENT   VIDEO  REVIEWS   SOCIAL  AMPLIFICATION   CLEVER  SURVEYS   CONTENT  HUBS  
  • 4. @cleverstefania   TYPE  OF  NETWORKS   MONICA  WANTS  IT   @PIPSQUEEAK  @FREDDYADU  
  • 5. @cleverstefania   UNICORNS   MOST  PEOPLE  THINK  INFLUENCERS  ARE  UNICORNS…   …BUT  ARE  THEY  RELATABLE?  
  • 6. @cleverstefania   WHAT  YOU  GET  FOR  YOUR  SPEND   OR  
  • 7. @cleverstefania   WHAT  YOU  GET  FOR  YOUR  SPEND   CLIENT:  Crest  3D  White  Brilliance   Toothpaste  System  #GetPolished     ASK:  Beauty,  Fashion  &  Lifestyle   Influencers  reviewed  products  &  shared   editorial  blog  posts  to  increase  social   conversaUon  &  product  consideraUon   among  their  readers     CHANNELS:  Blogs,  Facebook,  TwiWer,   Instagram*,  Pinterest*  +  TwiWer  Party     NUMBER  OF  INFLUENCERS:  35     IMPRESSIONS:  23.1M     762  LIKES   26  COMMENTS     THE  FOX  &  SHE  
  • 8. @cleverstefania   REACH   CLIENT:  Rescue  Remedy  #stressless2bmybest     ASK:  “Stressed  out”  female  influencers   shared  a  “BOGO”  coupon  &  encouraged  their   followers  &  friends  to  download,  share,  etc.     CHANNEL:  Facebook     NUMBER  OF  INFLUENCERS:  250     IMPRESSIONS:  41.5M     INTEGRATED  PROGRAM  TOTAL  IMPRESSIONS:  132.5M  
  • 9. @cleverstefania   AMPLIFICATION   CLIENT:  Hecy  #SaidNoSchoolEver     ASK:  Mom  influencers  shared  a     tongue-­‐in-­‐cheek  video  promoUng  their   support  of  Box  Tops  For  EducaUon     CHANNELS:  Facebook,  TwiWer     NUMBER  OF  INFLUENCERS:  150     IMPRESSIONS:  74M   163  LIKES   54  COMMENTS   12  SHARES  
  • 10. @cleverstefania   MEASURING  SUCCESS   GOALS   What  does  success  look  like?     ENGAGEMENT     All  of  the  #s  that  are  available  to  us,  a  sampling  of  the  rest     MEASURING  AGAINST  CAMPAIGN  BENCHMARKS   Total  social  impressions  –  the  aggregate     SENTIMENT  SHARED  FROM  PARTICIPANTS  &  READERS   Brand  love  &  intent  to  purchase  =  ROI!     PIECES  AND  QUALITY  OF  CONTENT  DELIVERED     Smart  brands  repurpose  original  influencer  content  across  channels     ELEMENTS  OF  ELLIS  
  • 12. @cleverstefania   QUESTIONS?   STEFANIA  POMPONI   Founder,  President  &  Chief  Evangelist     stefania@clevergirlscollecUve.com