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Finding and Reaching the InfluencersPresented by: Michelle
LeBlanc
MICHELLE LEBLANCSOCIAL MEDIA STRATEGIST, INDUSTRIUM@LeBlancly #Pubcon
Agenda•The Power of Influence•Identifying Your Audience• Influencers & Subject Matter Experts• Connecting Through Content• Case Studies
•Tools
The Power of Influence
“On average, people spend more than 490 minutes of their day with some sort
of media” - ZenithOptimedia
Influence
Influence
Identifying your audience
Who Has Influence?Anyone. Your influencers will vary based on your business goals.
Who Has Influence?
Consumer Brand:•Celebrity Spokespeople•Journalists•Bloggers / Instagram / YouTube•Customers / Super fans
Instagram / YouTube Celebs
Journalists
Customers Super Fans
Non-Profit B2C B2BVolunteers Super fans Employees
Staff Customers C-Suite
Board Members Bloggers Customers
Local Media / Journalists
Instagram / YouTube Celebs Industry Leaders
Celebrity Endorsement
Celebrity Endorsement Trade Journalists
Finding Your Influencers1. Find your base, Understand your
audience oYour email list: Who is on it? Are there
segments of value?oWeb data: Where do visitors come from?
What pages are most visited?oSocial: Who is sharing? Which posts drive
engagement?oAnalytics tools: Look for broad content
trends, study competitors
Finding Your Influencers
2. Create content that resonateso The Basics:
Know Your Mission Have Campaign Goals Build Your Plans
Creation Distribution
Advocating
Sharing
Participating
Reading/Viewing
LeBlancly’s Triangle of Content
Finding Your Influencers3. Leverage Wins + Build Up• Invest In Your Content• Paid support, PR• Think Big, Start Small• Partner Content with
Community• Measure and Optimize
Case studies
Women In Trucking Web Series
American Express Business Knowledge Share
Tools
Platforms + Content Tips
• Twitter: o“Quote Tweet” feature to comment on
or engage with news/industry leader content
oClick To Tweet for employee / advocate emails
oPromote posts to industry hashtags or publication followers
Platforms + Content Tips
• LinkedIn: oDevelop best practices sheet for
employeesoShare or re-share thought leadership in
profile updates and PulseoUtilize SlideShare integration
Platforms + Content Tips
• Video: oFastest growing area, encourages by
new live streaming appsoGood starting place for companies
reluctant to turn content over to influencers
oCan be, but doesn’t need to be, cost prohibitive
Utilize slideshow format (Facebook paid)
Tools
Tools
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