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Influencer Relations: Building and Nurturing Relationships
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Transcript of Influencer Relations: Building and Nurturing Relationships
Building Relationships with Influencers
Heather Whaling [email protected]
prtini.com • @prTini
a fresh approach to networking:
(a virtual workshop)
#MMIWorkshop
Opportunity #1: Better connections, relationships
PR: Still a relationship-driven business
Who are these people?
• Bloggers • Facebook admins • “Tweeters” • Brand advocates • Media • Referral sources • Current & potential customers
#MMIWorkshop • @prTini
Audience vs Advocacy Awareness vs Action
“We overrate audience and underrate advocacy.” – @jaybaer
#MMIWorkshop • @prTini
5 Ways to Initiate & Nurture Relationships
Social “Stalking” (and I mean that in the nicest possible way)
Twitter lists: • Customers/clients • Online influencers • Media/bloggers • Analysts List tips: • Build multiple lists (public or private) • Keep them manageable • Find/identify interaction opportunities • Differentiate between strategic & conversational posts
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Newsle Lists* • Referral sources • Prospects • Clients/customers (main contacts & decision makers) • Media and influencers you’ve previously worked with • Media and influencers you want to work with • Industry-specific gatekeepers • Industry-specific thought-leaders • Role models and people in inspire/motivate you • People “in your corner”
*Note: Many of these ideas work for brands and individuals
More Social “Stalking”
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Make the First Move
*Shamelessly stealing this phrase from @PRSarahEvans
#WorkHacks:* Feedly (app)
BufferApp.com Newsle.com
Ifttt.com
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Online Connections Offline Relationships • Handwritten notes • Apps that send cards • Skype, G+ Hangouts, or even telephone! • In-person meet-ups
Back to Basics 4
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Incentivize Behaviors, Drive Repetition 5
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Meet Dave, @MVNUSID
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case study Outback Uses Surprise & Delight to Celebrate @MVNUSID’s Birthday
#MMIWorkshop • @prTini
#MMIWorkshop • @prTini
Surprise: • $45 gift certificate for Dave • Outback backpack • 40 individually wrapped presents
for Dave to distribute Amplification: • 39 videos • Jack Hanna on local TV • Debbie Gibson on YouTube
#MMIWorkshop • @prTini
“Customers crave truly authentic relationships. Customers who are empowered will take action on behalf of the brand.” – @Outback
#MMIWorkshop • @prTini
Influencer outreach isn’t media relations
Most bloggers: • Aren’t breaking news • Answer to communities, not editors • Haven’t graduated from journalism school • Don’t want your press releases
#MMIWorkshop • @prTini
Bad Influencer Relations
Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
Good Blogger Relations
Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
5 Cs of Influencer/Blogger Relations • Cultivate relationships. • Collaborate to develop mutually beneficial
relationships. • Without solid content, you won’t secure coverage. • Influencers answer to their community, not an
editor. • What’s the ask? Communicate clearly and
succinctly so they can evaluate the opportunity.
#MMIWorkshop • @prTini
“You have to earn the right to sell something in the same way you earn the right to ask a favor.” – Renegades Write the Rules, @AmyJoMartin
#MMIWorkshop • @prTini
Disrupt the status quo. Build awareness.
Acquire customers. Excel in the social world.
Increase sales. Innovate best practices.
Heather Whaling • @prTini [email protected]
subscribe: bit.ly/prTini
#MMIWorkshop • @prTini