3 Influencer Marketing Lessons From Social Tools Summit

Last week I was able to attend the 2016 Social Tools Summit in San Jose, California, hosted by Neal Schaffer. It was a great time and a wonderful opportunity to speak to other members of the social media tribe, but influencer marketing has really piqued my interest in the past year so I want to share some key takeaways from this panel in particular.

What is influencer marketing? Well, last year Adweek called it the next big thing. According to Forbes, it’s a form of marketing that identifies and targets individuals with influence over potential buyers.

1. Influencer marketing is about relationships

“If you go into influencer marketing as a gold digger, expect that to be a short term relationship.”
Pegah Kamal, Social Media Marketing Manager at Aruba

Understandably, not every brand has the budget to pay internet celebrities, but if influencers genuinely feel that your product is a good fit with their image, they may become your brand advocates a) because they want to and b) because their audience loves what you’re selling. Remember, influencers have built communities of their own that they need to keep happy to in order to thrive.

Likewise, your best results will come from influencers who are actively engaged in your community. You can start building these relationships through friendly engagement on social media. Like and comment on their posts. If they reciprocate by actively participating in your community, that’s a huge window for opportunity. Reach out and treat them well.

“It started with a handshake and now it’s a hug,” Pegah commented about some of her influencer relationships.

“Influencers are friends, not food,” Kendall Hershey, Social Media Specialist at Netscout eloquently stated. Cue the Finding Nemo shark GIFs.

2. Influencers and authenticity are besties

“Keep communication real, simple and authentic.” Amisha Gandhi, Senior Director of Influencer Marketing at SAP

I sincerely hope authenticity is a huge part of your social gameplan. This panel reinforced that the same concept applies when it comes to influencer marketing. Don’t pretend to be anything other than what you’re not.

Choose influencers who genuinely fit your brand’s voice and aesthetic. “Don’t make people feel like they’re being sold to,” Pegah said.

That almost defeats the purpose of being on social media, since you’re talking at them rather than with them. I always say social media is a dialog, not a monologue.

What you want to do is spark enough interest to stimulate engagement. As a consumer, would you rather your favorite food blogger tell you to buy Hershey’s syrup or show you 3 cool new recipes she created with it?

3. Influencer marketing is on the rise

Niki Hall, VP of Corporate Marketing at Polycom, mentioned that the amount of her budget dedicated to influencer marketing has risen drastically since she stepped into her role. Today, about 20% of her total marketing budget goes to influencer marketing.

Millennials are notoriously wary of big brands and generally see influencers as trustworthy when they recommend a product. This speaks to the increasing importance of tapping into influencer marketing.

Have you used influencer marketing, paid or unpaid? I’d love to hear about it in the comments.