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Unprepared Ep 38 - Sourcing Micro-Influencers From Your Actual Customers with Brett Bernstein

 

Timestamps:

  • [00:00] - Intro
  • [00:15] - What is Gatsby? 
  • [01:45] - Gatsby's process
  • [03:29] - How to identify influencers
  • [04:20] - Gatsby’s updates and analytics
  • [07:56] - Where to find Brett
  • [08:22] - Sponsor: Rewind

Resources:

Key Points:

  • Gatsby helps Ecommerce brands to run a micro-influencers campaign with their actual customers. 
  • Gatsby automates micro-influencer, outreach, and engagements. It also measures the performance of the micro-influencer campaigns automatically.
  • Using influencer marketing helps you with locating and cultivating these relationships with your customers. 
  • With Gatsby, brands can source these influencers from their website in real-time and engage with them automatically within moments. 
  • Gatsby starts when the individual gives their information to create an account and has opted in. 
  • Once clients submit their info on the pop-ups, the info goes into your Gatsby account where it's enriched with profile metrics, information about the user can trigger workflows and analytics.
  • About 1/3 of the people who give their email address will also give their Instagram handle.
  • If the industry is visually focused like fashion, about 30 to 40% of the people you capture have above 1000 followers or are at least nano influencers.
  • Every individual that you capture will appear in your Gatsby account. It's easier to do keyword searches since their information are included.
  • Gatsby G Score is a scoring system that assesses a person's profile of their worthiness as an influencer for your brand. 
  • Gatsby G Score gives them a score from A to D by assessing based on what the individual has done with their profile and how they interact with Instagram.

Transcript:

Chase Clymer  

Hey everybody. Welcome back to another episode of Unprepared. Today, we've got a behind the scenes look at some new updates that are coming to the Gatsby platform. And I have Brett here from Gatsby. Welcome to the show.

Brett Bernstein  

Hey, Chase. Thanks for having me.

Chase Clymer  

Absolutely. Thanks for joining us. So what's the cool stuff you guys...well first, what does Gatsby do, and then what are these cool updates that have come out?

Brett Bernstein  

Sure. So Gatsby helps brands, you know, large Ecommerce brands, medium-sized Ecommerce brands, helps them run a micro-influencer campaign with their actual customers.

It automates sourcing micro-influencers, automates the outreach and engagement. And with today's updates, well, this will be coming out once this update is live. We also can now measure the performance of the micro-influencer campaigns as well automatically.

Chase Clymer  

Yeah, that's some amazing stuff. So if you're looking to get into influencer marketing, within your business, tack that on to your repertoire of what you're doing to try to grow your business, this is a good tool to have in your arsenal. 

It's not going to do the whole thing. But it's going to help you get a piece of the puzzle done, which is, you know, actually the harder part, which is locating and cultivating these relationships with people.

Brett Bernstein  

Exactly. And the best part about Gatsby...this is what we started with. The very first thing was, we're not out there building a database of influencers. But we started by saying, let's help brands identify which of their current customers happened to be in nano or micro-influencer. 

So you're going to be sourcing these influencers from your website in real-time, as they're checking out on your web page, as they're filling out a Klaviyo pop-up window, as they're joining a signup form.

You'll be identifying those influencers right then and there and able to engage with them automatically, within moments. 

Chase Clymer  

That's cool. Well, without further ado, let's show them what we got going on. 

Brett Bernstein  

Sure. 

Chase Clymer  

This is gonna be a fun one to edit. I know it is.

Brett Bernstein  

I'll go ahead and share a quick full demo and then we can talk about any questions. But I'll start with the whole process, how you identify an influencer, and then through to the new stuff around the analytics. Sounds good?

Chase Clymer  

Yep. 

Brett Bernstein  

All right. So I'm showing here, one of our clients using Gatsby. This is an artisan marketplace and based in Los Angeles, and I'm showing it because they have indicated and added Gatsby here to the signup form. It's a very clean page, easy to see that when you create an account, you have the option right here to add your Instagram handle. 

That is where Gatsby starts, the individual giving you their information to create an account has the option to opt-in and say, I want to give this brand my handle. This is one way it could look. 

We also have great integration with Klaviyo. So you can see here that all you have to do is add a field to your Klaviyo pop-up, give it a particular username, and that's it.

The moment your clients are interested, your web visitors submit their information to the pop-up. And that information goes to your Gatsby account where it's enriched with profile metrics, information about the user can trigger workflows and eventually analytics.

Chase Clymer  

That's awesome.

Brett Bernstein  

So all that part so far is pretty clear? 

Chase Clymer  

It's clear to me, but I'm sure that we'll get some questions on this video or in response to the email that goes out about it.

Brett Bernstein  

Of course, anybody can always reach out to us. So I'll go ahead and go on. So we're obviously COVID, work from home, my little puppy back there.

Chase Clymer  

That's fine (laughs).

Brett Bernstein  

Maybe he'll make an appearance. So once you capture the handles...question before I go on, I want to give a quick stat. You may be at...your viewers may be wondering, well, my people, my customers don't have Instagram. They're not very influential. 

You may be surprised. So some quick high-level numbers here, we found that about one-third of the people who will choose to give you their email address will also give you their handle.

So a pretty large number of people give their email will often give you their handle. And then it ranges based upon industry but in the fashion space and other industries that are more Instagram and visually focused, anywhere between 30 to 40% of the people you capture have above 1000 followers or are nano influencers at the very least.

Chase Clymer  

That's good to know.

Brett Bernstein  

You can add this to your website and then just right away, you're gonna start capturing influencers. Now here's the next step. You now can go and log into Gatsby, you can see all this information. 

So this is down, this is dummy data. So you're seeing some broken images and stuff like that. This is preparing for our launch in October, early October. But what you can see here is that every individual that you capture in your pop up window, your checkout page on a forum will now appear here for you with their profile photo, the number of followers they have, number of posts, etc, as well as their bio. So you can easily do keyword searches here people with certain keywords like author or PR or design in their bio. 

And then for brands that have a lot of users, a lot have customers, you want...you might want to go beyond just the number of followers in order to identify a micro-influencer.

So with this update, we're also releasing the Gatsby G Score. So this is a proprietary scoring system that looks at that individual's profile and makes an assessment of their worthiness as an influencer for you, giving them a score of A through D.

So now you can say you want to find customers you capture in this date range, have between 1000 and 10,000 followers, and a Gatsby G Score of A or B, and then you can trigger an outreach message to those folks automatically.

Chase Clymer  

I'm assuming it's looking at things like fake followers and their interaction metrics.

Brett Bernstein  

Yeah, it looks at their profile and makes assessments based upon what they've done on their profile and how they're interacting with Instagram.

Chase Clymer  

Gotcha. Yeah, that's a great way so you're not reaching out to people that aren't really going to deliver for you, to be honest.

Brett Bernstein  

Right. And we'll also say, What's great about Instagram, about Gatsby, and this approach we've taken is that at our core, these are all your customers. This is customer analytics.

So they're not going to be, you know, you're going to have at least a level of trust with them, because they are on your website, opting to provide you with their information. 

And people with 1000 followers or 5000 followers are not out there getting a ton of fake followers. They're just people that are naturally growing up with Instagram and naturally more social. That tends to be what we see in that range of audience size.

Chase Clymer  

Awesome. So what else is the new platform doing for people?

Brett Bernstein  

So right here, I want to show you then the analytics. So what Gatsby can now do is tell you, let's say you found these 20 customers, it might be 2000 or 20,000 if you're a real client of ours.

And then you went out and you may use Klaviyo, maybe use our own email system. And you asked some of them to post on their Instagram feed in exchange for something.

Well, now you can see which of those customers actually went on and did the post. So here we have data so that nine of the 20 people actually went on to mention or tag the brand on Instagram. And you can see up here and metrics on those nine people. 

So we're showing the brand, four different graphs. The first graph shows you your capture rate. So how many people you're capturing your pop up every single day over time.

This one here shows you the engagement metrics. So on this graph, all the posts that mentioned your brand had a 10.2% engagement rate. And on 8...9,3, 11.11% you can see how each number, because each day, and then every day that has data will average that as well. So in this date range, the average engagement is 7.60% includes 36 likes, six comments, and you can change the date range to change the data. 

Chase Clymer  

That's really cool. If someone is interested in learning more about Gatsby and they want to get a hold of you. How did they do that?

Brett Bernstein  

Sure. So we have obviously all the social channels out there. Find us on Instagram Gatsby.ai. But we're also...email is great so sales@gatsby.ai or hello@gatsby.ai, those will go to the right teams.

Chase Clymer  

Perfect. Thank you so much for coming on and shout out to your dog.

Brett Bernstein  

Oh, thanks. 

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