Hennessy - Influencer: building your personal brand in the age of social media

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Table of Contents

Acknowledgments

W ow. Dreams really do come true. I am a published author! This is so exciting. Its also very dangerous, because anytime someone questions my authority on influencer marketing, my new retort will be Fine, dont listen to me. Its not like I wrote a book about it or anything. But seriously, there are so many people to thank.

First and foremost, my husband. Thank you, Alexander, for telling me to write this book. And pushing me to write the proposal. And bothering me until I sent it out. And taking our son out on mini-trips so that I could complete the manuscript under the insane deadline I placed upon myself. And making sure the book lived up to my expectations. And being incredibly supportive of my career. And being the kind of husband and father only found in unrealistic movies. My life completely changed the day I met you, and you are my everything.

I could not continue without thanking Barbara Baez-Meister, my right-hand woman. This book would not have been completed without you holding down the fort at Hearst while I took off many days to write it. Youve been with me for six years through multiple jobs and countless side-hustles and youre more than just a colleague, youre family. Started from the bottom, now were here!

I also need to thank: Jade Sherman for introducing me to my agent, Steve Ross, providing quotes for this book, and hooking me up with the amazing Teni Panosian. Steve Ross at Abrams Artists Agency, for working diligently to find the right publisher for this book, because so many people just did not get the influencer marketing phenomenon. Denise Silvestro, for being a fantastic editor who really understood the vibe I was going for and held my hand this entire time. Michelle Addo, Vida Engstrand, Claire Hill, and the entire Kensington family, for believing in this book and making sure people know to buy it.

Jacqueline Deval, for telling me that my proposal was special. You publish Queen Oprahs books, so this was the best compliment I could hope to receive! Alexandra Carlin, for always being so interested and invested in my success at Hearst. Allison Keane and Liv Ren, for helping me with all PR and media-related things. Lee Sosin, Laura Kalehoff, and Keri Hansen, for helping me grow as a professional. Sam Gladis, for being my number-one fan and always letting me rant (and occasionally rave) in her office.

Alexandra Pereira, Alyssa Bossio, Cara Santana, Heidi Nazarudin, Joy Cho, Sazan Hendrix, Sona Gasparian, and Teni Panosian, for taking time out of their insanely busy schedules to provide wisdom and inspiration to my readers. Brittany Xavier, Cynthia Andrew, Iskra Lawrence, Jeanne Grey, Jenny Tsang, Jessamyn Stanley, Jessica Franklin, Krystal Bick, Olya Hill, Renee Hahnel, and Tania Sarin, for providing insights that only come from playing this game and playing it well. Beca Alexander, Chloe Watts, Hannah Kluckhohn, India-Jewel Jackson, Jada Wong, Jane Lim, Jennifer Tzeses, Jessy Grossman, Maximilian Ulanoff, and Rana Zand, for dropping gems from the business side and providing access to your fabulous clients.

My mom, for keeping the first book I ever wrote, in the first grade, about a dancing baby who moved her crib around the room. Mike Mathewson and Carolyn Landis, for being my best friends, reading my proposal, and buying my book even though I would have given them a free copy. Zlata Faerman, for being a constant source of positive energy.

Everyone who has ever attended a CreatorsCollective event, all of my friends/followers on Facebook, Instagram, and LinkedIn, for asking questions that would guide this book, and every single person who read this far, because that is dedication!

Finally, I dont show it enough, but I am thankful to God for waking me up every morning and putting all these wonderful people and opportunities in my life, and giving me the gift of communication. I cant wait to see what else you have in store for me.

Conclusion

W hy not me? is the question I have asked myself more than any other. Even if its something as small as entering a raffle for a free lunch if you drop your business card into a fishbowl, I always say to myself, They have to pick someone, why not me? I think above all else, thats the reason why Ive had such an exciting and successful career. More than having the right degree, or making the right connections, three simple words are the reason why you are holding this book in your hands right now: Why. Not. Me?

They say men will apply for a job if they feel like they can do 60 percent of the work listed on the job description, but women need to feel like they can do 100 percent of the work before they put themselves out there. This is crazy talk and no way to get ahead in the world. I have had four real jobs during my professional career and I wasnt 100 percent ready for any of them. Why take a job if youre not going to learn? To stretch? To grow? Sure there might be someone more qualified than I was also in the running, but Ive always been qualified enough, Im a fast learner, and I work hard. They have to hire someone, why not me?

This mantra pretty much explains how this book was born. I was thinking someone ought to write a book that explains how this whole influencer marketing thing works because people are out here acting like they have no idea whats going on. Someone ought to write a book, why not me?

After why not me there are three other subman-tras, if you will, that have changed my life.

The first is Say yes and figure out the details later . In 2011, I was offered the chance of a lifetime to serve as a North American ambassador for Niveas 100th anniversary. They were going to send me to Germany for three days to hang out on a cruise ship with Rihanna. They were going to pay me and all I needed to do was tweet about it. One small problem: I was offered this gig on Monday, I was leaving on Wednesday, and I did not have a passport.

But when they asked me if I could go did I say no? Of course not. I said I will be there. I immediately started freaking out because I had never had a passport and didnt even know if you could get one in 48 hours, but it turns out you could. Not only did I have the best time, but I also met a friend on that trip who was there on behalf of her PR firm. She later started working at Hearst and recommended me to my future boss. That job led to the writing of this book. Imagine where Id be if I had said no?

The second is Ask for forgiveness not permission . When I first started my blog, I knew I was going to need to make actual money from it if it was ever going to be a full-time thing. I didnt really have any options, so I decided I was going to fake it until I made it. I had seen banner ads for The Real Housewives of New York on another blog I followed and I saved them and put them on my own site. Forget that banner ads have tracking codes and I was probably ruining someones calculations. I was giving the show free press. Whats the worst that could happen? They realize theyre not paying me for those ads and ask me to take them down?

That didnt happen, but you know what did? An ad campaign with Svedka for thousands of dollars. They hadnt seen any advertising on my site before the Housewives ads, so they werent sure if I was accepting placements. This buy came right as I was deciding if I was going to stay in law school or try my hand at this whole digital content thing. I dropped out a few months later.

The third is Give freely and dont hesitate . Not many people know this, but my husband and I got engaged on our first date. Now, we knew of each other beforehand, we were in the same section in law school, but we werent friends. One night after work, I decided to take the long way to the trainit was a perfect summer night for a walkwhen I ran into him on the sidewalk. What could have been a quick and awkward small talk moment turned into a 6-hour conversation where we talked about everything from our relationships with our parents and how many kids we wanted to have to our greatest ambitions and why we were still single.

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