Social Marketing Through InfluencewithMurray NewlandsMurrayNewlands.com

Who am I?• Murray Newlands• Online for 10 years• Murraynewlands.com and other content sites• Blog Clubs in London and San Francisco• Advise content sites about monetization• Run events around the world• Author / Speaker about blogging and social media• I run the Affiliate Marketing Awards• Advisor to VigLink.com – content monetization

company• VP Media at Trancos

Publishers• If you want to get social media

influence, find and connect and engage with individuals producing social media content

• They know how to MAKE and PROMOTE the best SOCIAL media content

• Bloggers are great at this

Influencer Marketing in Practice

• I am going to try and give practical examples of influencer campaigns I have run and talk about them in terms of holistic campaigns

• There are many ways to do things

Conference Outreach

• Social Media Marketing Conference to Prove Not All Brits Are BP (British Pigs)

• http://www.adrants.com/2010/06/social-media-marketing-conference-to.php

Results• Ticket sales• Increase in traffic• digg, Stumbleupon• Page 2 of Google for the term “Social

Media Marketing Conference” at the time

• Interest from other bloggers in attending• Additional blog posts

Blogs gateways SMM Marketing• 67 Re-tweets• Conversation on Facebook• Bloggers create and promote

media, use their channels.

How did I make the connection?• I met Steve at a trade show• Got to know him first• Commented on his blog• Offered him a press pass• Sent him a relevant targeted copy• Promoted Post, Twitter, Facebook, Blogs• Thank you email, comment, Facebook

Connecting with influence Bloggers and online

publishers

Find where influencers engage• Search trade publications for the names

of contributors and journalists as well as Google for influential bloggers.

• Find them on Twitter, Facebook and YouTube and see where they engage.

• Kym McNicholas SF Tech editor for Forbes said: if you want to get coverage, engage on Facebook and Twitter.

Find where influencers engage• Influencers often engage with other

influencers. So your conversation on social networks is likely to be viewed by other influencers!

• They know that is the secret of their influence..

Get blogging• If you want to communicate with

bloggers, start your own blog• If you want your clients to get written

about on blogs, then get them blogging

• You will understand them• Join the Enemy – bloggers like bloggers

How to find bloggers• Google top fashion bloggers• Top US fashion bloggers• Google.com search fashion blog• If they are good at Search

Engine Optimisation, they will have an audience....

How to find bloggers• Google alerts for people

blogging about your company, competitors and related products

• Brandwatch, synthesio, radian6

Go where they hang out and hunt• Bloggers subscribe HARO• Business2blogger.com • Bloggerlinkup.com• Seededbuzz.com• And more

Go where they hang out and hunt• San Francisco Blog Club• London Blog Club• Research meetup, plancast,

trade blogs

How to communicate with Bloggers• Ask them to communicate with

you. Add content to your websites asking bloggers to contact you

• Lots of bloggers want to contact companies and can’t find people to connect with

How to communicate with Bloggers• Be human and personal, but not

matey• Don’t send a press release right

off• Don’t ask for a link; you’ll sound

like SEO spam.

How to communicate with Bloggers• Start now before you need them• Find blogs in likely areas and

comment, once every 2-3 weeks• Follow them on Twitter• RT their content if it’s good• Do not stalk

Find out what they want and give it to them• Power• Fame• Links• (not) Money?

Find out what they want and give it to them• Read their blog. You should be able

to get an idea about how they like to interact with companies

• Do they have PR contact information?

• Give them something before you ask for something

Offer them things• An interview with your CEO• Exclusive information• Get them a press pass to an event• Do a post on your blog site as a list of top 10

bloggers in the field• An interview on your company blog• Quote them on your blog and link back to

them• Quote them in your press releases

Offer them things• Give them prizes to run a competition

on their site and build their audience• Showing off new products• Demonstrations of new products• Small rewards for subscribers such as

5% off

Ask for referrals• Influencers know influencers

and what they want• Once you have one influencer,

get them to introduce you to others

When it goes wrong?• Do not lie, use a false name, get

your friend to make nice connects

• Influencers are great at using Google to find the answers

Pay to Play PR?• Pay Per Post lessons to be learned• Ebuzzing now in the UK• Promote Tweets• Find real fans who will say nice

things• Make them disclose if being paid• No follow links

Chris Brogan and Paid Posts• His first paid post caused a

backlash• Then there was no backlash to

his second• As long as it is relevant and

disclosed?

Affiliate Programs and Influence• Affiliates create content sites to promote and

sell products and services• We have all searched Google and landed on

wonderful reviews which we know are affiliate sites

• Plenty of influencers are affiliates• You have to be careful but incentivising

others to promote us can lead influencer uptake of your product!

Social Media Backlash• Influencers outreach should not

cause backlash unless you mess it up

Social Media Backlash• FTC has clamped down hard on

misleading publishers targeting healthcare

Questions?