9.28.16 ADPR4300 Influencers

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TAPPING INTO INFLUENCER MARKETING Because it’s all about what the cool kids are doing.

Transcript of 9.28.16 ADPR4300 Influencers

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TAPPING INTOINFLUENCER MARKETINGBecause it’s all about what the cool kids are doing.

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ABI GILMAN // @ABIGILMANSocial Strategy Manager @ Bon-Ton // Adjunct Professor @ Marquette // Busy Bee // Coffee Addict // Adventurer // Recent Vinyl Collector

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WHAT’S ON DECKI’m excited to be here tonight! Here's whats on the menu.

MEET BON-TON

Our nameplates, our history, our brand.

OUR SOCIAL APPROACH

No, we don’t just tweet & pin all day. There’s a little

more to it.

INFLUENCER CHALLENGE

30 minute workshop: Research and create an

influencer strategy as a team.

PITCH YOUR PEEPS

Show me what you’ve got! Your turn to take the lead.

! " #

@ABIGILMAN // #LIFEATBONTON

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MEET BON-TONWe may be over 150 years old, but we still love a great pair of shoes and a good sale.

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MEET BON-TONBERGNER’S BOSTON STORECARSON’SELDER-BEERMANHERBERGER’SYOUNKERS

@ABIGILMAN // #LIFEATBONTON

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Bergner’s

Herberger’s

Boston Store

Carson’s

Younkers

Elder-Beerman

Bon-Ton

@ABIGILMAN // #LIFEATBONTON

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OUR HISTORY We're proud of how far we've come. This is where it all began...

1854

Carson’s founded

1856

Younkers founded

1883

Elder-Beerman founded

1889

Bergner’s founded

1897

Boston Store founded

1898

Bon-Ton founded

1926

Herberger’s founded

@ABIGILMAN // #LIFEATBONTON

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OUR SOCIAL APPROACHDoing everything 7 times isn't a disadvantage, it just means copy & paste are our best friends.

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OMNI-CHANNEL INTEGRATIONWe aim to create synergy between our social channels for a seamless customer experience.

@ABIGILMAN // #LIFEATBONTON

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TAPPING IN AT THE RIGHT TIME

CONSUMER

DECISIONJOURNEY

Initial Consideration Set

Post-Purchase Experience

Active Evaluation Stage

Moment of Purchase

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INFLUENCER MARKETINGIt’s not just for the Kardashians…

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WHY INFLUENCER MARKETING?

@ABIGILMAN // #LIFEATBONTON

70% of Internet users want to learn about a product

through content rather than traditional advertising. - Salesforce

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WHY INFLUENCER MARKETING?

@ABIGILMAN // #LIFEATBONTON

2X the sales of paid advertising is generated by “marketing induced consumer-to-consumer

word of mouth” - McKinsey

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WHY INFLUENCER MARKETING?

@ABIGILMAN // #LIFEATBONTON

59% of marketers will increase influencer marketing

budgets in 2016. - Social Media Today

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IT’S KINDA A BIG DEAL RIGHT NOW

@ABIGILMAN // #LIFEATBONTON

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EARNED VS. PAID INFLUENCERS

@ABIGILMAN // #LIFEATBONTON

Earned Influencers Organic, unpaid relationships

with customers who are natural brand advocates.

Paid Influencers Solicited and paid relationships with influencers who promote

a brand or it’s products.

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MICRO + MACRO INFLUENCERS

@ABIGILMAN // #LIFEATBONTON

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THE CHALLENGE

@ABIGILMAN // #LIFEATBONTON

Break up into groups and research 5 influencers - 2 macro + 3 micro - to help increase brand awareness + drive sales one of the following categories:

Plus Size Women’s Apparel

Beauty Tutorials Active / Fitness - Women’s

Home + Lifestyle + Cooking

You’ll have 30 minutes to complete this exercise and will present your recommendations to the class.

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PITCH YOUR PEEPSYour turn to take the stage. Share with the class the influencers you selected to represent your category.

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ARIANA MOSHREF // @ARI_MOSHREFSocial Media Marketing Intern @ Bon-Ton // Senior @ Marquette // Book Worm // Style Maven // Instagram Addict // Wine Connoisseur

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4 TIPS FOR SOCIAL MEDIA INTERNS

1. speak up. 2. leave your expectations at home. 3. pay attention and listen. 4. it's not all about your brand, all the time.

@ARI_MOSHREF // #LIFEATBONTON

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4 THINGS I LEARNED

1. it’s ok to mess up. 2. some things can't be taught in the

classroom. 3. think beyond your to-do list. 4. don't compare yourself to other's progress

@ARI_MOSHREF // #LIFEATBONTON