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Blogs, Bribes and Blasphemy: Engaging Influencers in a Changing World October 12, 2011 @arikhanson | @gregswan

Blogs, Bribes and Blasphemy: 10 best practices for Influencer Outreach

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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.

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  • 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
  • 14. Influencer Services
    Free
    AllTop.com
    Google
    Technorati
    Blogrolls
    PostRank
    Klout
    Paid
    Klout
    BlogDash
    eCairn
    GroupHigh
    YouCast
    Custom
  • 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
  • 19. 10 Tips for Engaging With Online Influencers
  • 20. Influencer Engagement Tips
    Personalize/individualize
  • 21.
  • 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)
  • 49. Questions?
    (flickr cc: robras)