Secrets to being a successful digital influencer

The Insiders’ Guide to being a Digital Influencer@theinsidersagency

#theinsiders

Influencers are people that have built a community around their passion.

Have purpose and influence the action of others.

But many lack...● Knowledge● Time● Resources ● Support ● Self-belief

Empower people to kickstart their passion project.

Earn $$ from your personal brand.

Our aim: To inspire and enable more people to do what they love. Everyday.

7 key learnings:

● Define your niche● Know your audience + nurture it● Quality content over quantity ● Be consistent ● Establish authentic partnerships● Stay true to your brand ● Give it a go!

www.husskie.com

Influencer-focused fashion, beauty, and lifestyle news site

Husskie.

http://www.husskie.com


Who are you? What’s your reason for being here?

www.husskie.com @husskiepress



Why launch a news site focused on influencers?




Are influencers the next celebrities? Who is an influencer?




What do influencers look like in 2017?




The future of the influencer...

5K followersPic: 549 likes




Thank you!

How Dan Murphy’s is working with digital influencers

Why does Dan Murphy’s work with influencers?It’s about connecting engaging content with customers (new & existing) using key influencers as the amplification channel:

● Aligns with social media strategy objective - ‘to create brand advocates’

● Trends/behaviours on social - UGC & peer referrals

● Cost effective marketing option● Authentic, bespoke content that resonates with

audiences● Great array of social profiles aligned with brand

objectives● Influential marketing has been built into our

channel ecosystem - across social, experiential events, PR, publications, promotional activity

Aperitifs: Tribe JC Le Petit Rosé: Tribe

What do brands need from influencers?

● Brand advocates● Insights● Loyalty - don’t work with competitors● Authenticity - be true to your brand

pillars● Don’t “sell-out” - engaging content -

not blatant sales pushes● Brand alignment - similar

values/visions● Engagement - two-way

conversations to drive brand/product awareness & conversions

http://www.youtube.com/watch?v=QHlmpeRrP3I

Nagi from RecipeTin Eats

Monesiation & The Secret To Growing a Blog

Nagi Maehashi: Who Am I?

• Cook, voice and photographer

behind RecipeTin Eats food blog

• Started in May 2014

• 8 months: #1 food blog in Australia,

1 million MVPs

• #2 recipe site, after taste.com.au

• Today: 2 million monthly readers

with over 3 million MVPs

http://taste.com.au

A Bit About Me

• Born in Japan, raised in Sydney Australia

• Food obsessed family

• “Big 4” accounting firm straight out of

high school

• University and post grad degree part

time (finance)

• Pursued career in Corporate Finance

• Climbed corporate ladder

• Had epiphany and decided to leave

Corporate

What I Actually Do

• Create recipes, photograph, create videos

and write posts for RecipeTin Eats

• Interact with readers

• Clients both on and off my blog as an

Influencer, photographer and recipe

developer

• Create eBooks for sale to readers

• Food blogging advice - groups, conferences

• Keeping “up to speed” with industry trends

- food, blogging & social media

How I Monetise My Blog

• Digital ads

• Ad management company

• Working with brands

• Sale of ebooks

• Sale of photos

• Freelance work for clients (brands,

magazines)

• Coaching, speaking engagements &

conferences

Earnings Potential

• Low traffic (<200k monthly), very high

influence / skilled = $10k+ pm

• High traffic (5m+ monthly views) = $50k+

pm

• Top tier high traffic (10 m+ monthly views)

= $150k+ pm

• Digital ad rates $10 to $20+ per 1,000 page

views

• 1 million views = $10k - $20k+ per month

The Secret to Growing a Blog

& Social Following….

LEARN SKILLS

To standout online

LEARN SKILLS

To standout online

Photography

videography

humour

Graphics

Great iphone shots

Opinion p

ieces

memes

PS Striving to be “famous” or

(trying to) project your

“fabulousness” is not a skill.

(Unless you’re a Kardashian)

The Hard Truth

• 5 years ago, it was easy to become a

standout food blogger or rapidly build a

social following

• Saturated market: harder than it has ever

been to grow

• Quality of content - photography, recipes,

writing, videos - just keeps getting better

and better

• Food blogs are now considered direct

competitors of professional publications

& websites

My #1 Tip(s)

$100k annualised earnings in 8 months

My #1 Tip(s)

BE BETTER

and

BE YOURSELF

Be Better Than The Rest

• I’m far from the best food photographer

in Sydney, but I’m better than most food

bloggers in the world

• I’m not a professional videographer, but

I’m way ahead of 99% of food bloggers

• I’m not a chef, but I work very hard to

learn to be a better cook

• I’m not “cool” or have a “fabulous life”.

But I’m friendly, approachable and I

respond to every single question on my

blog.

BE YOURSELF

Followers can spot a fake

a mile away

I am….

• “Baby Hands” ← self deprecating

• Bit of a klutz

• Have plenty of kitchen fails

• Friendly & outgoing

• Know how to cook and what “good food” is

• Genuinely enjoy helping people learn how

to cook

• Truly believe that food is beautiful

I am also….

• Unapologetically obsessed with my dog,

Dozer (and my readers love him too)

My #2 Tip

Pick a niche and

stick to it

until you grow to a sizable scale

Biggest mistake I see bloggers make

Crash Course: iPhone shots

• Artificial light is not your friend

• Shadows are your friend

• Overhead is the safest angle, then eye level

• For angle shots, zoom halfway

• Avoid backlighting - side and side back

lighting is best

• Use napkins / newspaper / anything white

as a reflector

• Colour colour colour

• Edit edit edit

• Style style style! Napkins, drinks

• Avoid shooting on yellowy surfaces

Iphone 5 shot!

Let’s Talk Viral Content

• What’s “going viral”?

• No harm in “having a crack” every now

and then

• But only doing “viral potential” recipes is

an ineffective strategy

• Viral content is a long shot

• When it comes off, it’s fleeting

• Only pays off if you can capture that flush

of traffic <-- Requires a well rounded high

quality blog / social account

RTE Viral Content - Last 3 Months

• Crack Bread video - 27 million Facebook

views

• Crispy Pork Belly video - 4 million

Facebook views, 750k Instagram views

• Cottage Pie - 1.2 million Facebook views

• Magic Custard Cake - 200k+ recipe views

in 1 week

• Baked Quesadilla, Mac N Cheese, Crispy

Baked Wings Facebook Videos - 500k to 1

million+ views each

Thank you!!!(is it time for food?)

QUESTIONS

Upcoming workshops:● Know your brand● Monetise your brand● Working with influencers

THANK YOU!

Secrets to being a successful digital influencer

Small Business & Entrepreneurship

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