Influencer Outreach Best Practices - BlogWorld LA 2011
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Transcript of Influencer Outreach Best Practices - BlogWorld LA 2011
Blogs, Bribes and Blogs, Bribes and Blasphemy: Blasphemy:
Engaging Influencers Engaging Influencers in a Changing Worldin a Changing World
Blogs, Bribes and Blogs, Bribes and Blasphemy: Blasphemy:
Engaging Influencers Engaging Influencers in a Changing Worldin a Changing World
@arikhanson | @gregswan@arikhanson | @gregswan
With You With You TodayToday
With You With You TodayToday
2
(that’s him!)
@arikhanson
#bwela#mnblogconf
arikhanson.com
With You With You TodayToday
With You With You TodayToday
3
@gregswan@webershandwick
@smshepherds@perfectporridge
(that’s him!)
How has the marketing world How has the marketing world changed?changed?
How has the marketing world How has the marketing world changed?changed?
(flickr CC: calamity_photography)(flickr CC: spikeyhelen)
How has Marketing World How has Marketing World Changed? Changed?
How has Marketing World How has Marketing World Changed? Changed?
• Social revolution• Focus on influencers• Long tail strategies• Metrics
InfluencerInfluencerMatchmaking 101Matchmaking 101
InfluencerInfluencerMatchmaking 101Matchmaking 101
(flickr CC: Night-thing
Who is an Influencer?Who is an Influencer?Who is an Influencer?Who is an Influencer?
• Everyone – in certain circles• Offline vs. Online• “Influencer” does not equal
“Blogger”• Attributes:
• Has an opinion – that people respect• Can impact perception, sales, behavior• Can spark/quell a crisis
Choosing Your InfluencerChoosing Your InfluencerChoosing Your InfluencerChoosing Your Influencer
• How can an influencer help me achieve my business/marketing objective?
• Is my brand prepared to hear/address genuine criticism?
• Who is already an advocate for my brand?
• Tools or lists should not drive thought process
Road to RomanceRoad to RomanceRoad to RomanceRoad to Romance• Flirting• Dating Period• First Date• Second Date• First Base…
• Man-to-man talk with Dad• (background check)
Personality > LooksPersonality > LooksPersonality > LooksPersonality > Looks
• Assessment: • Online and offline audit• Do they care about our brand?• Tone (snarky/salesy)• Potential reach (friends/fans/followers)• Value:
• For Influencer• For Brand
Illustrating InfluenceIllustrating InfluenceIllustrating InfluenceIllustrating Influence
Less Time
Low Impact
High Impact
MoreTime
Influencer ServicesInfluencer ServicesInfluencer ServicesInfluencer Services
Is this Legal? Is this Is this Legal? Is this Ethical?Ethical?
Is this Legal? Is this Is this Legal? Is this Ethical?Ethical?
(flickr CC: sully_aka__wstera2)
Is this Legal?Is this Legal?Is this Legal?Is this Legal?• Bloggers who make an endorsement must
disclose the material connections they share with the seller of the product or service.• “Bloggers or other word-of-mouth marketers”• ‘Material Connections’ (payments or free
products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed.
• Receiving cash or in-kind payment to review a product is considered an endorsement.-FTC.gov
(note: Greg and Arik are not legal counsel)
What would Grandma What would Grandma think?think?
What would Grandma What would Grandma think?think?
Illustrating EngagementIllustrating EngagementIllustrating EngagementIllustrating Engagement
HighContro
l
Low Credibility
Paid Content,
No Disclosure
High Credibility
LowContr
ol
Paid Content,
Full Disclosure
Organic Relationship, Full
Disclosure
Organic Relationship, No
Disclosure
10 Tips for 10 Tips for Engaging With Engaging With
Online InfluencersOnline Influencers
10 Tips for 10 Tips for Engaging With Engaging With
Online InfluencersOnline Influencers
Influencer Engagement Tips
1. Personalize/individualize
Influencer Engagement Tips
1. Personalize/individualize2. Be brief. Very brief.
2. Be Brief. Be Very 2. Be Brief. Be Very BriefBrief
2. Be Brief. Be Very 2. Be Brief. Be Very BriefBrief
2. Be Brief. Be Very 2. Be Brief. Be Very BriefBrief
2. Be Brief. Be Very 2. Be Brief. Be Very BriefBrief
Influencer Engagement Tips
1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the "A
listers"
29
Bloggers @ BlogWorld & New Media Expo
Lee Oddenjumps
with the Army
Golden Knights
Medgadget @ Brooke Army Medical Center
Medgadget @ Brooke Army Medical Center
Larry Henry @ Army 10th Anniversary NHRA RaceLarry Henry @ Army 10th Anniversary NHRA Race
Foodie Matt Armendariz @ Army’s Culinary Arts
Competition
Foodie Matt Armendariz @ Army’s Culinary Arts
Competition
@CK_Lunchbox Goes to Airborne School
@CK_Lunchbox Goes to Airborne School
Medical Student @ American College of
Surgeons Clinical Congress
Medical Student @ American College of
Surgeons Clinical Congress
David Banks @ Combat Situations
Unit
David Banks @ Combat Situations
Unit
Military Spouse Blogger@ Army Commander’s
Conference
Eric Jude Cortes @Army Reserve
Pre-Deployment Training
@bookieboo Does Basic Training at Fort Benning
3. Don’t focus on A-listers3. Don’t focus on A-listers3. Don’t focus on A-listers3. Don’t focus on A-listers
Influencer Engagement Tips
1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the "A listers“4. Don't forget about offline
activities
4. Don’t forget about offline 4. Don’t forget about offline activitiesactivities
4. Don’t forget about offline 4. Don’t forget about offline activitiesactivities
4. Don’t forget about offline 4. Don’t forget about offline activitiesactivities
4. Don’t forget about offline 4. Don’t forget about offline activitiesactivities
Influencer Engagement Tips
1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling
INTRODUCING WEBER SHANDWICK TO DUNCAN HINES | AUGUST 25, 2011 | PAGE 37
5. Make Your Ask 5. Make Your Ask CompellingCompelling
5. Make Your Ask 5. Make Your Ask CompellingCompelling
• Outreach via Instagram• 23 images tagged #penready from @stevenmoore & @chysti on Popular tab
• Total likes week of Oct. 17: 15,116
5. Make Your Ask 5. Make Your Ask CompellingCompelling
5. Make Your Ask 5. Make Your Ask CompellingCompelling
Influencer Engagement Tips
1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling6. Lead with them - not you
6. Lead with them - not 6. Lead with them - not youyou
6. Lead with them - not 6. Lead with them - not youyou
Influencer Engagement Tips
1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling6. Lead with them - not you7. Collaborate - don't preach
7. Collaborate—don’t 7. Collaborate—don’t preachpreach
7. Collaborate—don’t 7. Collaborate—don’t preachpreach
7. Collaborate—don’t 7. Collaborate—don’t preachpreach
7. Collaborate—don’t 7. Collaborate—don’t preachpreach
Nickelback Over Nickelback Over NickelbackNickelback
Nickelback Over Nickelback Over NickelbackNickelback
“Someday” and “How You Remind Me”
Influencer Engagement Tips
1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling6. Lead with them - not you7. Collaborate - don't preach8. Always have a follow-up ask
8. Always have a follow-up 8. Always have a follow-up askask
8. Always have a follow-up 8. Always have a follow-up askask
After confirming coverage: ALSO, want to give away tickets? Share a track with readers?
Influencer Engagement Tips
1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling6. Lead with them - not you7. Collaborate - don't preach8. Always have a follow-up ask9. Disclose paid relationships
9. Disclose paid 9. Disclose paid relationshipsrelationships
9. Disclose paid 9. Disclose paid relationshipsrelationships
9. Disclose paid 9. Disclose paid relationshipsrelationships
9. Disclose paid 9. Disclose paid relationshipsrelationships
Influencer Engagement Tips
1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling6. Lead with them - not you7. Collaborate - don't preach8. Always have a follow-up ask9. Disclose paid relationships10.Measure, Evaluate, Adjust
In summaryIn summaryIn summaryIn summary
• Influencer engagement
(flickr CC: thompsonchan)
(flickr cc: robras)
Questions?
Questions?