Conor is one of Irelandrsquos leading experts in digital business innovation Prior to establishing Connector in 2010 Conor advised international brands Guinness Coca-Cola RaboDirect Vodafone Nokia and more Since then his team have created a number of successful digital brands and businesses
Conor Lynch has almost 20 years of technology experience gained while working in Asia Pacific USA UK and Ireland with a wide range of companies including start-ups SMEs and global brands He graduated with an Honours Degree in Marketing Management from DIT amp Trinity College before studying at the Michael Smurfit Graduate Business School
- Conor Lynch- Mei Ling- Ivan Adriel- Nicole Owens- Suzie Dickinson
- Greg Fry- Gabriel Teixeira- Marine Ferchaud
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
>
copy Connector 2017
copy Connector 2017
Conor Lynch
IDA DMI
copy Connector 2017
Conor Lynch
Uniphar
copy Connector 2017
Conor Lynch
SEAI Pisa Several
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
Future Trends Mapping Workshop
copy Connector 2017
JOIN THE CONVERSATION
ConnectorOpenDay
connectorconnectorieconnector
copy Connector 2017
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Conor is one of Irelandrsquos leading experts in digital business innovation Prior to establishing Connector in 2010 Conor advised international brands Guinness Coca-Cola RaboDirect Vodafone Nokia and more Since then his team have created a number of successful digital brands and businesses
Conor Lynch has almost 20 years of technology experience gained while working in Asia Pacific USA UK and Ireland with a wide range of companies including start-ups SMEs and global brands He graduated with an Honours Degree in Marketing Management from DIT amp Trinity College before studying at the Michael Smurfit Graduate Business School
- Conor Lynch- Mei Ling- Ivan Adriel- Nicole Owens- Suzie Dickinson
- Greg Fry- Gabriel Teixeira- Marine Ferchaud
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
>
copy Connector 2017
copy Connector 2017
Conor Lynch
IDA DMI
copy Connector 2017
Conor Lynch
Uniphar
copy Connector 2017
Conor Lynch
SEAI Pisa Several
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
Future Trends Mapping Workshop
copy Connector 2017
JOIN THE CONVERSATION
ConnectorOpenDay
connectorconnectorieconnector
copy Connector 2017
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
- Conor Lynch- Mei Ling- Ivan Adriel- Nicole Owens- Suzie Dickinson
- Greg Fry- Gabriel Teixeira- Marine Ferchaud
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
>
copy Connector 2017
copy Connector 2017
Conor Lynch
IDA DMI
copy Connector 2017
Conor Lynch
Uniphar
copy Connector 2017
Conor Lynch
SEAI Pisa Several
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
Future Trends Mapping Workshop
copy Connector 2017
JOIN THE CONVERSATION
ConnectorOpenDay
connectorconnectorieconnector
copy Connector 2017
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
- Conor Lynch- Mei Ling- Ivan Adriel- Nicole Owens- Suzie Dickinson
- Greg Fry- Gabriel Teixeira- Marine Ferchaud
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
>
copy Connector 2017
copy Connector 2017
Conor Lynch
IDA DMI
copy Connector 2017
Conor Lynch
Uniphar
copy Connector 2017
Conor Lynch
SEAI Pisa Several
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
Future Trends Mapping Workshop
copy Connector 2017
JOIN THE CONVERSATION
ConnectorOpenDay
connectorconnectorieconnector
copy Connector 2017
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Nicole Owens is a digital marketer and creative strategist at Connector She has created content and developed digital strategies for brands in a variety of industries and sectors from FMCG and publishing to music and not-for-profit
She loves coming up with ways to grow businesses and build brand awareness the more creative the better as well as providing analysis and strategic direction She graduated from Trinity College Dublin with a Sociology and Spanish degree
NICOLE OWENS
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
We are pleased to meet you all and would like to thank you for attending the Connector Open Half Day
During this talk wersquoll be covering key trends and innovations in your industry
The goal of this presentation is to help you identify and recognise key trends in your industry and explore how your organisation might act to meet those trends
HELLO
copy Connector 2017
THE STINKY FISH
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The stinky fish is a metaphor for that thing that you carry around but donrsquot like to talk about but the longer you hide it the stinkier it getsrdquo
Take 3 minutes to think about your fears and uncertainties in the digital world and write them down
Share your stinky fish with the group the goal here is to normalise uncertainty about the future and open up the space to talk about it
copy Connector 2017
INTRODUCTION
Trends are no longertrendyThey (like pretty much all types of content)are now everywhere But despite their ubiquity trends are more valuable than ever
copy Connector 2017
INTRODUCTION
Because no one wants to be these guys
copy Connector 2017
BECOME AN INSTANT TREND EXPERT10 critical trend questions and their answers
copy Connector 2017
QUESTION 1
WHAT IS A CONSUMER
TREND
copy Connector 2017
QUESTION 1 - ANSWER
A CONSUMER TREND IS A NEW MANIFESTATION
AMONG CONSUMERS ndash IN BEHAVIOR ATTITUDE OR
EXPECTATION ndash OF A FUNDAMENTAL HUMAN
NEED WANT OR DESIRE
copy Connector 2017
QUESTION 2
SO TINDER IS A TREND
RIGHT OR IS THAT JUST A FAD
Insert hot new mobilesocial app of your choice here
copy Connector 2017
QUESTION 2 - ANSWER
FADS COME AND GO TRENDS EMERGE AND EVOLVE TINDER IS AN
EXAMPLE OF THE EXPECTATION THAT THE
INSTANT CONNECTION AND SOCIAL GRATIFICATION
ONLINE WILL BE PART OF OFFLINE SOCIAL LIVES
copy Connector 2017
QUESTION 3
SO TRENDS ARE MARKET
RESEARCH THEN WHERE
ARE THE STATS
copy Connector 2017
QUESTION 3 - ANSWER
TRADITIONAL MARKET RESEARCH IS INHERENTLY
BACKWARD-LOOKINGTRENDS ARE ABOUT
RIGHT NOW (AND YES TOMORROW)
copy Connector 2017
QUESTION 4
HUMAN NATURE EXTERNAL CHANGE BUT WHATrsquoS THE POINT OF ALL THE EXAMPLES
copy Connector 2017
QUESTION 4 - ANSWER
SPOTTING ANALYSING AND LEARNING FROM
NEW B2C INNOVATIONS IS AT
THE HEART OF TREND
METHODOLOGY
copy Connector 2017
QUESTION 5
DO FAILED INNOVATIONS EXAMPLES NOT INVALIDATE THE TREND
copy Connector 2017
QUESTION 5 - ANSWER
CLUSTERS OF EXAMPLES HELP
SUGGEST FUTURE DIRECTIONS FOR CONSUMERISM
INDIVIDUAL SUCCESS OR FAILURE DOESNrsquoT
TELL US MUCH
copy Connector 2017
QUESTION 6
TREND CONTENT ISEVERYWHERE NOW WHAT COMPETITIVE ADVANTAGE IS LEFT
TO BE GAINED
copy Connector 2017
IN THE END TRENDS ARENrsquoT THE POINT THE OPPORTUNITIES THEY HIGHLIGHT ARE
QUESTION 6 - ANSWER
copy Connector 2017
QUESTION 7
BUT SURELY ONLY SOME
TRENDS APPLY IN MY REGION OR MARKET
copy Connector 2017
TRENDS ARE INFORMED BY FUNDAMENTAL
HUMAN NEEDS AND WANTS THAT WE
ALL SHARE MEANING THAT ANY
TREND (WITH RELEVANT
ADAPTION) CAN BE APPLIED IN ANY
REGION
QUESTION 7 - ANSWER
copy Connector 2017
QUESTION 8
SHOULDNrsquoT I FOCUS ON
TRENDS IN MY OWN
INDUSTRY
copy Connector 2017
QUESTION 8 - ANSWER
CONSUMERS DONrsquoT LIVE INSIDE INDUSTRY
SILOS
NEITHER SHOULD YOU
copy Connector 2017
QUESTION 9
HOW DO I KNOW IF A
TREND APPLIES TO MY TARGET
DEMOGRAPHIC
copy Connector 2017
QUESTION 9 - ANSWER
FORGET TRADITIONAL DEMOGRAPHICS THEY
MEAN LESS amp LESS INSTEAD THINK
ADAPTATION
copy Connector 2017
QUESTION 10
I HAVE NO BUDGET I AM
NOT IN CHARGE OF INNOVATION ndash WHAT USE ARE TRENDS TO ME
copy Connector 2017
IF YOU HAVE ANY CONTACT WITH
CONSUMERS TRENDSCAN BE YOUR
(NOT SO)SECRET WEAPON
QUESTION 10 - ANSWER
copy Connector 2017
BENEFICIAL INTELLIGENCEUsing AI to serve deep human needs
THE FINANCIAL SERVICES
copy Connector 2017
DIGIT Digital service that automatically manages personal savings
copy Connector 2017
Amazons virtual assistant helps manage financesCAPITAL ONE
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BRAND BUTLERSFood amp beverage brands are creating
new ways to serve and support consumer needs
FOOD amp BEVERAGE
copy Connector 2017
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Temporary tattoos for tourists which demonstrate food allergies
230 SOBA STREET PROMOTION COMMITTEE
copy Connector 2017
Takeout box which charges diners cellphonesKFC
copy Connector 2017
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Pub offers escape options to women on bad Tinder datesBRICKYARD
copy Connector 2017
NEW NORMALBeauty brands are
celebrating new attitudes and freedoms
HEALTH amp BEAUTY
copy Connector 2017
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Grooming brands ad redefines what masculinity means
AXE
copy Connector 2017
Diaper brand encourages shared parental chores
POMPIS
copy Connector 2017
Pop star unveils gender-neutral perfume
ARIANA GRANDE
copy Connector 2017
STATUS SKILLSSkills are status symbols
RETAIL
copy Connector 2017
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Department store offers classes in Airbnb rentalJOHN LEWIS
copy Connector 2017
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Furniture brandrsquos photography app takes just one photo
IKEA
copy Connector 2017
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Fast food chains placemat allows diners to make musicMCDONALDrsquoS
copy Connector 2017
PERKONOMICSFor travelers little extras can
make a big difference
TRAVEL
copy Connector 2017
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Low-cost hotel provides guests with citywide internet access
CITYHUB
copy Connector 2017
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Airport service allows parents to record bedtime stories
LUFTHANSA
copy Connector 2017
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Airline offers passengers 3G in-flight mobile connectivity
AIRBERLIN
copy Connector 2017
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Fu t u r e Tr e n d s M a p p i n g Wo r k s h o p
copy Connector 2017
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
We are pleased to meet you all and would like to thank you for attending the Connector Open Day
Todayrsquos masterclass will focus on content marketing and utilising Instagram to your advantage
Learn about the latest content marketing tips tricks and tools including Instagram Snapchat and more
HELLO
copy Connector 2017
WHAT IS CONTENT MARKETING
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
ldquoContent marketing is a strategic marketing approach focused on creating and distributing valuable relevant and consistent content to attract and retain a clearly-defined audience mdash and ultimately to drive profitable customer actionrdquo - Content Marking Institute
Examples of Content Marketingbull Infographics
bull Short Videosbull Podcast
bull Case studiesbull eBooks
bull Link round ups
bull Visual content
bull Guides How to posts
bull Product reviews
bull Interviews
copy Connector 2017
5 QUESTIONS IN 5 MINUTES
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Before you begin writing your content ask yourself these 5 questions Doing this will help you achieve a clearly defined purpose and goal for your content
1 What are your business objectives
2 Who is your audience
3 Where are they hanging out
4 What content would they find valuable
5 What budget can you allocate for content creation and
distribution
copy Connector 2017
GET GREAT CONTENT IDEAS
Feedlycom Buzzsumocom
copy Connector 2017
EDITORIAL CALENDAR
copy Connector 2017
WRITING TIPS
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
bull Create a headline that grabs your readers attentionbull Use bullet points amp numbering to make your posts easy to followbull Use images to make your post stand outbull Write a great first paragraph It should hold the readerrsquos attention explain what the post is about
and describe the what value the post offers the readerbull Research your posts carefully and proof read carefullybull Invite comments and encourage readers to get involvedbull Use your blog to demonstrate your expertise and listen to your readers and clients needs If a
customer emails you with an interesting question or even leaves a question on your blog Ask yourself would this make a valuable blog post for my readers
copy Connector 2017
WHAT IS INSTAGRAM
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
bull A photos and short video social network that is managed on your smartphone bull Instagram has better engagement rates than Facebook and Twitter Also one of the fastest growing
networks with over 500 million active usersbull 150 Million active Instagram Story usersbull Give your images a cool look and feel with Instagram filtersbull Create and share videos that are 60 seconds or less in lengthbull Great for engaging with a young audiencebull Check out Layout Boomerang and Hyperlapsebull Boost your visibility with Instagram ads bull Covert your account to a Instagram business page
copy Connector 2017
PIMP YOUR PROFILE
Name
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
bull Tell me what you dobull Tagline or Emojibull Visible in search amp follow lists
Usernamebull Shorter the betterbull Memorablebull Say it spell itbull Same as Twitter and Website
Hashtag
bull Uniquebull Add to lsquoname or biorsquobull Memorable amp short
Bio
bull Key points of your businessbull Contact informationbull Emoji - adds feelingbull Call to action for the URL
copy Connector 2017
PIMP YOUR PROFILE
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
URLbull Tell them what itrsquos forbull A download linkbull The destination needs to be
mobile responsivebull Always changing ndash new events
blogposts etc
copy Connector 2017
TURN ON YOUR NOTIFICATIONS
copy Connector 2017
WHATrsquoS NEW WITH INSTAGRAM
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Instagram has recently undergone some changes and have added multiple new features to the platform
bull Instagram Business Pagesbull Instagram Storiesbull Instagram Livebull Disappearing Direct Messagesbull Instagram Ads via Facebookbull Multi ImageVideo ldquoBrochure Stylerdquo Posts
copy Connector 2017
INSTAGRAM VIDEO
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Instagram allows you to create and share video up to 60 seconds in length
copy Connector 2017
INSTAGRAM STORIES
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Instagram Stories is essentially Instagramrsquos version of Snapchat Quick 10 second videos that disappear after 24 hours
copy Connector 2017
INSTAGRAM lsquoLIVErsquo
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Stream ldquoLiverdquo from your Instagram Account When you stop your video is gone forever
copy Connector 2017
CREATE ldquoBROCHURErdquo STYLE UPDATES
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Add up to 10 photos or videos to a single Instagram post To view just swipe like a carasoul Instagram ad
copy Connector 2017
>
copy Connector 2017
INSTAGRAM DIRECT
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Create chat groups and proactively engage in conversations
copy Connector 2017
INSTAGRAM COUPON
httpbitlyinstagramcoupons
copy Connector 2017
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
INSTAGRAM ADS1 You need to have a Facebook ad account to run ads
on Instagram (This allows you to access the same incredible granular targeting for Instagram ads that you can for Facebook ads)
2 Instagram ads can be placed through Facebook Power Editor and the Instagram ads API
3 Instagram ads can be placed in one of three formats IMAGE VIDEO or CAROUSEL (users swipe to see additional images)
4 Just like Facebook ads Instagram ads will be clearly labeled as Sponsored in the stream
5 All ads will have a call-to-action (CTA) button below the imagevideo
copy Connector 2017
INSTAGRAM ADS
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Instagram Ads allow you place a call to action button to your Image or Video update
copy Connector 2017
EXPERIMENT WITH INSTAGRAM ADS
copy Connector 2017
INSTAGRAMrsquoS EXTRA APPS
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Instagram Layout ndash use Layout to create collages and show pictures side by side
Hyperlapse - create amazing time lapse videos with Hyperlapse using Instagrams in-house stabilisation
Boomerang - create captivating mini videos that loop back and forth
copy Connector 2017
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
INSTAGRAM TOOLSSchedule Instagram posts with Hootsuite or Latergramme
Use Iconosquarecom for analytics ($240 monthly) You can also run competitions using Iconosquare
For business pages Instagram now offers in-app analytics
copy Connector 2017
PHOTOGRAPHY TIPS
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
bull Whenever possible use natural light which always photographs better than artificial light
bull To achieve better composition and balance turn on your smartphone camerarsquos grid option
bull Use third party app editors rather than the limited built in phone editor
bull For a more natural look tune your brightness contrast and saturation rather than using a filter
bull Ditch the zoom and crop your images after
copy Connector 2017
PHOTOGRAPHY APPS
6 Apps
bull Canva
bull Adobe Spark
bull Ripl
bull WordSwag
bull Snapseed
bull Prisma
copy Connector 2017
PHOTOGRAPHY APPSSNAPSEED
bull Brilliant free photo editing app
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
bull More options than an iPhonersquos built in editing software
bull Tune image to change brightness contrast saturation shadows and highlights
bull The unique Selective tool gives users the choice to change brightness contrast and saturation in specific areas
bull Use the Transform tool to change the perspective of the picture
copy Connector 2017
PHOTOGRAPHY APPSCANVA
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
bull Simple graphic design software ndash easy to use
bull Has a huge range of templates fonts and images
bull Create logos graphics slideshows and edit photos
bull Add text to images
bull Great for creating imagery for social media and competitions
bull Also works online ndash no download required
copy Connector 2017
PHOTOGRAPHY APPSADOBE SPARK
bull Create videos images and stories in minutes
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
bull Three free apps ndash Adobe Spark Page Adobe Spark Post and Adobe Spark Video
bull bull Includes narrated tutorials
bull Add text to images
bull Video voiceover feature
bull Add text to images
bull Brilliant for small businesses and beginners
copy Connector 2017
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
BREAK OUT ndash WHATrsquoS YOUR INSTAGRAM BEST TIPREADY STEADY SHOOT
bull Create a photo with text with your Instagram tip
bull Post your masterpiece to
Instagram using the connectoropenday hashtag
bull Whose photo will be the best
copy Connector 2017
VIDEO APPSQUIK
bull Video editing app by GoPro
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
bull Customize your story with text filters and music
bull Analyzes your footage to find great moments and syncs everything to the beat of the music
bull Quik detects faces and colors to frame each photo perfectly
bull Save videos to your camera roll in HD 1080p or 720p
copy Connector 2017
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
INSTAGRAM TAKEAWAYSUse the same username as TwitterUse multiple hashtags per post Use Hootsuite or Latergram to plan and schedule postsAdd text and branding to your imagesCreate chat groups via Instagram DirectEncourage User Generated Content with picture competitionsExperiment with Instagram adsShow your personality and be fun Showcase your products and staff in your postsUse 15-30 second videos and always include a call to actionBe real and develop exclusive content through Live Video and Instagram StoriesFollow and engage with other accounts donrsquot forget to network
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Ivan Adriel is a post-digital strategist at Connector He has been working in the advertising and innovation industry since he was 14 years old He has developed multi-faceted strategies as well as writing designing and researching for global brands like HBO MTV Citibank Allianz Sony Telefonica Huawei 3M Uniphar while working throughout South America and Europe Ivan guest wrote a chapter in a book called Understanding Social Media - a book published by Kogan Page in the UK Ivan has also studied Innovation Strategy at Harvard University Data Analysis at General Assembly and Leadership at Hyper Island
IVAN ADRIEL
copy Connector 2017
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Mei Ling is currently studying Marketing in DIT and was hired after a successful placement with Connector Award winning Fashion and Beauty blogger Mei Ling helps to strategize and to coordinate all our influencers campaigns contributing with a singular view of the two sides of the process
Self-taught at many skills from design to community management Mei Ling helps with projects bringing a 360 view of all things digital from her hands on experience - aggregating value and finding solutions
MEI LING TONG
copy Connector 2017
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
WTF IS INFLUENCER MARKETINGInfluencer Marketing is the process of identifying researching engaging and supporting the people who create the conversations impacting your brand products or services
copy Connector 2017
WHY IS IT GROWING
1Adavoidan
ce
3Influencers
are key sources of
content
4Itrsquos getting easier to connect
with influencers
2Increased Social Ad
Spend20
USING ADBLOC
K
006
CTR WORL
D
euro508 M in 2016 H1 over
2015 H1
130SOCIAL
MEDIA DISPLAY
euro208M in 2016 H1 over
2015 H1
89
SPEND ON DIGITAL VIDEO
copy Connector 2017
WHY DOES IT MATTER We trust friends
colleagues and experts more than advertising
copy Connector 2017
WHAT MAKESAN INFLUENCER
copy Connector 2017
WHAT MAKES AN INFLUENCER
Audience Filters Trendsetters
copy Connector 2017
copy Connector 2017
Tradition
alMedi
aOnline CommunityLeaders amp Experts
Influential Fans
copy Connector 2017
copy Connector 2017
Stuart OrsquoKeeffe166K
Rozanna Purcell711K
copy Connector 2017
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
CONTEXT DEFINES WHO MATTERSINFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN
copy Connector 2017
HOW TO MAKEINFLUENCER MARKETING STRATEGIC
copy Connector 2017
copy Connector 2017
copy Connector 2017
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
1 2 3 4U N AW A R E AW A R E D E C I D I N G P U R C H A S I N G
HOW DOES ONE DECIDE TO BUY CROSSFIT SHOES
She is unaware of your offering
She becomes aware amp is open to more information
She weighs alternatives amp compares options
She decides to buy your offering
copy Connector 2017
Unaware Aware Deciding Purchase
Just started Crossfit
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Didnt realize normal tennis shoes were bad for this sport
Learning about new criteria for shoes Asking questions
Searching online Ready to buy Comparing options
Subconsciously looking for personality fit
Ready to buy
Subconsciously looking for an experience
WHAT IS YOUR BUYER SITUATION
copy Connector 2017
Unaware Aware Deciding Purchase
How do I lift properly at Crossfit
Whatrsquos good form
What are the right shoes for Crossfit
What about shape comfort feel
Where can I find Crossfit shoes
How do Nike shoes work for Crossfit
How about different colors feel sturdiness
WHAT ARE YOUR BUYERS TALKING ABOUT
copy Connector 2017
Unaware Aware Deciding Purchase
CoachesExperience practitioners
Experienced practitioners in person and online
People who have already purchased the product
Brand representatives
WHO INFLUENCES YOUR BUYER
copy Connector 2017
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
KARL OSULLIVAN PERSONAL TRAINER amp NUTRITION COACH
ROB LIPSETT ATHLETE WEBCELEBRITY
KARL HENRYAUTHOR BROADCASTER
DIFFERENT INFLUENCERS
Unaware Aware Aware Deciding Purchase
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW TO ENGAGEINFLUENCERS
copy Connector 2017
Whatrsquos their core motivation
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Where would they see value in interacting with your brand
What kind of initiative would bring meaning to them
What will you do to connect these dots
copy Connector 2017
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
TRADITIONAL INFLUENCER PROGRAMS CAN HELP BUILD BEST PRACTICES
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
ALWAYS-ON PROGRAMS LEVERAGE EVERY TOUCHPOINT TO BUILD RELATIONSHIPS
Seasonal Campaign
Seasonal Campaign
Impa
ct
copy Connector 2017
A listening program will be a core and consistent
component
Gather and act on intelligence from your
listening program
Engage with influencers regularly
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
Content will be central to your influencer outreach
program
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
HOW DO YOU PLAN ACTIVITIES FOR YOUR DIFFERENT INFLUENCER ARCHETYPESHigh Level Thought
LeadersOnline Community
LeadersKey Conversation
Participants
PR 1 to 1 outreach and relationship activation strategy with media
SEO Identify most influential blogs and sites to drive SEO impact
Drive additional link-backs from shared content
Event Marketing Event drive content creation and VIP invitation strategy
Event participation with discounted registration strategy
Product Marketing Pre product releases and beta testing forums to drive feedback
Monitor product marketing driven conversation for ongoing feedback
Content Marketing Content marketing strategy (creation and promotion)
Socialblog engagement and co-creation strategy
Social community management strategy
copy Connector 2017
1
2
3
4
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The core of an influencer program rests on one word relationships
A good listening dashboard is a great tool for successful engagement
Successful influencer programs are lsquoalways-onrsquo
Always-on programs help move influencers along the engagement ladder
5 Successful influencer programs involve different marketing disciplines
copy Connector 2017
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
6 Being shady ndash never ask an influencer to hide the fact that itrsquos a sponsored post ad
7 Not being thankful ndash this goes both ways8 Being one-sided ndash make sure to follow
through with all your commitments made to the relationship
9 Not being patient ndash wersquove all got other things to do influencers included Unless therersquos a strict deadline allow for some leeway
10 Asking for follow links ndash this goes against Googlersquos guidelines and is lazy marketing There are so many fresh and exciting ways you can engage with influencers Use them
1 Irrelevant Requests - the influencers know their audience So should you Do your research on their audience before reaching out
2 Being too familiarfriendly on the first contact ndash this is sti l l business at the end of the day
3 Unreasonable Deadlines ndash no one likes them
4 Stalking ndash avoid constant follow ups after your first pitch give them a chance to reply
5 Failure to Follow Up ndash asking for participation and then never following up
10 WAYS TO FAIL AT INFLUENCER ENGAGEMENT
copy Connector 2017
HOW TO MEASUREINFLUENCER MARKETING
copy Connector 2017
copy Connector 2017
copy Connector 2017
DIGITALINFLUENCERS
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
copy Connector 2017
CASE STUDY
copy Connector 2017
TEASERUNAWARE
THE SNAPYSAWAREDECIDING
TECH BLOGGERSPURCHASE
copy Connector 2017
WORKSHOP
copy Connector 2017
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The next part of the session is our influencer workshop
We will be mapping the many faces of influence specific to your organisation to find out what motivates each type of influencer and the best way to engage with them
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
The Connector Innovation Game is the perfectteam game for business managersmanagement teams marketing teams creativesentrepreneurs and anyone working in innovation
If you would like the game for a school collegeor university please let us know
Connector developed the worldrsquos first Instagram VR Gallery
