In this presentation, Greg Swan (VP of Digital Strategy at Weber Shandwick) and I talk about influencer outreach and 10 specific best practices and tips for brands looking to integrate this tactic into their marketing efforts.
Citation preview
1. Blogs, Bribes and Blasphemy: Engaging Influencers in a
Changing WorldOctober 12, 2011@arikhanson | @gregswan
2. 2
(thats him!)
arikhanson.com
@arikhanson
With You Today
#bwe11
#mnblogconf
3. 3
(thats him!)
@webershandwick
@gregswan
With You Today
@smshepherds
@perfectporridge
4. How has the marketing world changed?
5. How has the marketing world changed?
(flickrCC: spikeyhelen)
(flickrCC: calamity_photography)
6. How has Marketing World Changed?
Social revolution
Focus on influencers
Long tail strategies
Metrics
7. InfluencerMatchmaking 101
8. (flickrCC: Night-thing
9. 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
10. Choosing 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
11. Road to Romance
Flirting
Dating Period
First Date
Second Date
First Base
Man-to-man talk with Dad
(background check)
12. Personality > 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
13. Illustrating Influence
High Impact
MoreTime
Less Time
Low Impact
15. Is this Legal? Is this Ethical?
(flickr CC: sully_aka__wstera2)
16. Is this Legal?
Bloggerswho 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)
17. What would Grandma think?
18. Illustrating Engagement
High Credibility
Organic Relationship, Full Disclosure
Paid Content, Full Disclosure
Low
Control
HighControl
Organic Relationship, No Disclosure
Paid Content, No Disclosure
Low Credibility
22. Influencer Engagement Tips
Personalize/individualize
Be brief. Very brief.
23. 2. Be Brief. Be Very Brief
Hi Arik,For starters, you are one of my favorite PR bloggers, and I
especially love all your recent posts about Instagram, including
how brands can use it as well as 17 amateur and brand Instagrammers
(to name a couple of posts).As a fellow wannabe photog, I also am
slightly obsessed with Instagram. I have an idea for a guest post
related to Instagram, and it's fast growth rate (to the tune of 150
million photos or 15/per second) The idea is the five reasons why I
think Instagram will replace Flickr in the near future.I look
forward to hearing your thoughts. Cheers!
24. 2. Be Brief. Be Very Brief
25. Influencer Engagement Tips
Personalize/individualize
Be brief. Very brief.
Don't solely focus on the "A listers"
26. Larry Henry @ Army 10th Anniversary NHRA Race
Eric Jude Cortes @Army Reserve
Pre-Deployment Training
Medical Student @ American College of Surgeons Clinical
Congress
Foodie Matt Armendariz
@ Armys Culinary Arts Competition
Bloggers @ BlogWorld & New Media Expo
David Banks @ Combat Situations Unit
Lee Oddenjumps
with the Army Golden Knights
@CK_Lunchbox Goes to Airborne School
Medgadget @ Brooke Army Medical Center
Military Spouse Blogger
@ Army Commanders
Conference
@bookieboo Does Basic Training at Fort Benning
26
27. 3. Dont focus on A-listers
28. Influencer Engagement Tips
Personalize/individualize
Be brief. Very brief.
Don't solely focus on the "A listers
Don't forget about offline activities
29. 4. Dont forget about offline activities
30. Influencer Engagement Tips
Personalize/individualize
Be brief. Very brief.
Don't solely focus on the A listers
Don't forget about offline activities
Make your ask compelling
31. 5. Make your ask compelling
Help us out with publicity in exchange for branding, press release,
free tickets
32. 5. Make your ask compelling
Hi Arik,
As your blog was named as one of PRWeeks required reading, we
believe that your readers will be interested in knowing about the
upcoming NEXT conference in November.
Taking place on Tuesday, November 9 in New York City, the
conference features the individuals, organizations and case studies
leading the charge in the new age of digital and interactive media,
through a mixture of keynote addresses, speaker panels and
practical workshops. Some of our speakers include: Michael Roth,
chairman and CEO, Interpublic group; Ray Day, VP of communications,
Ford Motor Company; Julie Hamp, SVP and CCO, PepsiCo; Ray Kerins,
VP, worldwide communications; head of global corporate media
relations, Pfizer; and Bethany Sherman, CCO, Dow Jones &
Company.
We hope that you can help us by spreading the word about the
conference to your readers as this will be an event that shouldnt
be missed. For more information and to register, please visit
prweekus.com/NEXT2010. Please let me know if this will be a
possibility.
33. Influencer Engagement Tips
Personalize/individualize
Be brief. Very brief.
Don't solely focus on the A listers
Don't forget about offline activities
Make your ask compelling
Lead with them - not you
34. 6. Lead with them - not you
Hi Arik!
Liz Belilovskaya here. Ive been enjoying reading your articles,
especially HAPPO HOUR: The First-Ever Face-To-Face Happo--very
insightful and interesting. Being that I just started working for a
start-up company in NYC and am absorbed in learning about public
relations, marketing and interesting consumer incentives, the post
was rather helpful. You may have seen some of my comments from time
to time.
35. 6. Lead with them - not you
36. Influencer Engagement Tips
Personalize/individualize
Be brief. Very brief.
Don't solely focus on the A listers
Don't forget about offline activities
Make your ask compelling
Lead with them - not you
Collaborate - don't preach
37. 7. Collaboratedont preach
38.
39. Nickelback Over Nickelback
Someday and How You Remind Me
40.
41.
42. Influencer Engagement Tips
Personalize/individualize
Be brief. Very brief.
Don't solely focus on the A listers
Don't forget about offline activities
Make your ask compelling
Lead with them - not you
Collaborate - don't preach
Always have a follow-up ask
43. 8. Always have a follow-up ask
After confirming coverage: ALSO, want to give away tickets? Share a
track with readers?
44. Influencer Engagement Tips
Personalize/individualize
Be brief. Very brief.
Don't solely focus on the A listers
Don't forget about offline activities
Make your ask compelling
Lead with them - not you
Collaborate - don't preach
Always have a follow-up ask
Disclose paid relationships
45.
46.
47. Influencer Engagement Tips
Personalize/individualize
Be brief. Very brief.
Don't solely focus on the A listers
Don't forget about offline activities
Make your ask compelling
Lead with them - not you
Collaborate - don't preach
Always have a follow-up ask
Disclose paid relationships
Measure, Evaluate, Adjust
48. In summary
Influencer engagement
(flickr CC: thompsonchan)