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Saturday begins with a panel discussion about Getting the Most out of Influencer Networks. The panel includes Stacey Ferguson, Louisa Claire, Edita Rodriguez, Piera Jolly, and Adrianna Domingos-Lupher, with Kelby Carr as moderator. I will apologize upfront for not being able to keep up with the discussion as well as usual, and possibly for any typos. I’m not running at full capacity today.
How do you feel that influencer networks have evolved since 2009?
The type of content being created has branched out from just blog posts to pins, Instagram photos, Vine videos, etc. The level of professionalism has increased as well. The storytelling game has also been stepped up, even when it comes to to sponsored content. Photography has gotten much better, too. Bloggers and other influencers have stepped up their game.
How does working through a network help on both sides?
Influencer networks can help brands sort out the truly good bloggers from those who only look good on paper. Also, the agencies can advocate for bloggers to ensure they get paid for their work. Networks want to help us succeed, because when we shine, they shine, and the brand shines. Networks can also help deflate a brand’s unreasonable expectations so it’s not up to individual bloggers to do that.
What are some trendy brand campaigns now?
Visual is huge now. Pinterest, Instagram, and Vine are the biggest. Some brands are wary of Periscope because it streams live and can’t be managed and edited before it goes live. Brands want campaigns to go deeper rather than wider, with content creators who can do a more in-depth job rather than having 50 or 100 bloggers all write a single post. Longer term partnerships are better. In 2010, consumers needed to see brand messages 5 times before making a purchase. In 2014, it jumped up to 12 times.
How can influencers wow brands in campaigns?
Measure everything and report back to the network. A one-page report works fine – not just numbers, but feedback from your readers about the campaign. (Kelby says she’ll try to work up a report template on Canva soon.) Don’t do the bare minimum. Don’t do your tweet outs at 2:00 am. READ YOUR CAMPAIGN INSTRUCTIONS. Don’t just skim them! Make your legally required disclosures and don’t make your network contacts hunt you down to fix it. Read your contracts and know what your deadlines are. (Use Google Calendar to make deadline alarms.) Kelby adds that if you consistently find yourself not being able to finish on time because you’re too busy, you should be charging more and doing less. Ask questions if you don’t understand your parameters, and ask if you have the flexibility to get creative if you think it could make something more awesome.
Any examples of awesomely fun campaigns?
A General Mills campaign invited bloggers to a launch party that was potluck with their recipes being shared online. There was tablescaping and food styling. Bloggers had a great time, learned things, and created content that got them attention as well as buzz for the brand.
Dremel had bloggers pitch some DIY ideas, sent the tool to the bloggers whose ideas were the best, and they purchased the items the bloggers created to give away as gifts.
Zhu Zhu pets had a blogger who took pictures of the Zhu Zhu pets going on adventures, she wrote a Christmas song about Zhu Zhu pets, and then the brand requested having pictures with her kids playing with the toys.
Colgate had bloggers go to a music festival and meet Prince as ambassadors.
If you could say one thing to brands and one thing to bloggers, what would it be?
Brands: Allow for creativity. Numbers don’t always equal engagement. Bloggers: Just be professional.
Brands: Know our niches. Bloggers: Treat every single campaign like it’s an audition for the next one.
Brands: We cannot guarantee conversion and sales. That’s not our job. We’re here for brand awareness. Bloggers: Help us help you. Put your email address on your blog, not a contact form.
Brands: Trust us because we understand this space and know what works. Trust our bloggers. Bloggers: Empower yourself with knowledge and always work on improving your skills.
Brands: Don’t put us in the box of the old advertising models, because that’s now how influence marketing works. No CPC or CPM. Bloggers: Thank you, because we know how much work it takes to put together a beautiful post. Let’s keep going.
That’s me: Christina Gleason. I’m a writer, editor, and disability advocate. I'm a multiply disabled autistic lady doing my best in this world built for abled people. I’m a geek for grammar, fantasy, and casual gaming. I hate vegetables. I cannot reliably speak, so I’ll happily conduct business over email or messaging instead.
