How to Influence an Influencer
Spilling secrets is fast becoming something that LornaLuxe and I excel at. Especially if it is combined with an audience, an agenda about digital and each other (and possibly a bottle of Champagne if it is after
5pm soz 7pm - tee hee). Anyway, Cision invited us to appear in their series of Webinar's where we would share some serious #realness on the topic of How to influence an influencer - with LornaLuxe being the influencer and me being the PR acting on behalf of the brand. In real life, the digital influencer is a modern phenomenon, so not massively surprising that it is pretty easy to make a mess of it. And it ain't just a case of 'Dear Blogger' style impersonal emails causing the problems, it is a minefield of money, statistics, marketing, PR, brand, spotting bought followers, understanding Google Analytics and calculating ROI...which is so confusing that you may well want to avoid it altogether.
But DO NOT WORRY because HELP IS AT HAND! LornaLuxe and I have been doing this long enough that in this hour Webinar we give you the ONE thing LornaLuxe always wants to be asked by brands (but they never do). The TWO special sentences that make her hit auto-delete on an email. We will give you a THREE MONTH plan to boost your followers and interaction. Wow I sound like one of those QVC style salesmen! Soz. here is the full and unedited Webinar - featuring our first disagreement (hey, no one said we had to AGREE on shiz).
If you are a bit short on time, I can tell you a few handy hints:
POINT BREAK - LornaLuxe & I have worked together on many different projects - including THIS Getting Naked With LornaLuxe interview and for denim designer DONNA IDA. BUT we didn't meet by chance. Instead Lorna got on my radar, we had a social media relationship so by the time I got in touch, my first email said 'I feel like we're already friends.' The rest is history and there are more details on understanding the Point Break theory, how to develop your relationships on social media and in (controversially) in real life in the Webinar.
LET'S GET DIGITAL - Try not to utter the words; 'I just don't understaaaannnndddddd digital' because who wants to be that person? Skill up! How can you possibly talk to influencers/negotiate with brands/expect to grow online if you don't understand it. My tips? Get a book first - try The New Rules of PR & Marketing by David Meerman Scott and if not, get a crash course from an expert in the digital field. I was lucky enough to learn an awful lot from digital marketing agency Netleadz and their founder Xaver Matt - they're small, personal and speak using real language - AMAZE. You'll soon be talking about your numbers/conversion like a pro.
ME, ME, ME! It is easy to become selfish in the digital world so LornaLuxe and I believe in researching your audience to know how you can work together (pictured below when we first met along with Eimear Varian Barry). In the Webinar, you'll also see the TWO magic phrases that will scoop you into LornaLuxe's digital rubbish bin - trust me, no one wants to be in there. So - no cut and paste emails, no sloppy language or casual 'Hi babes'ing. Let's think strategically folks.
SOCIAL AS THE LONG GAME - LornaLuxe (pictured below in the Maldives dah-ling) shares the apps she uses to track her growth and competitors, how to spot people who are buying followers and how she grew to over 400k followers on Instagram! You'll end with a three month plan - trust me, it is worth it!
I also contributed to Gorkana's Guide to Influencer Marketing which you can download HERE. Snippet below: