diy influencer marketing webinar slides for biznology

@biznologywww.biznology.com

We’ll be starting soon!

Thanks for joining!

Do-It-Yourself Influencer Marketing

March 22, 2016Chris Abraham

Former Distinguished Engineer

A senior strategist at

Senior Strategist at

Author of threebooks onInternet marketing

Founder of

Your moderator for today: Mike Moran

@MikeMoran mike@mikemoran.com 973-826-0744

#biznowebinar

Do-It-Yourself Influencer Marketing

Chris Abraham

Thanks to our sponsors

#biznowebinar

Click the orange arrow

4 #biznowebinar

Your speaker for today: Chris Abraham Digital strategist and

technologist at

Avid blogger/contributor at:

@chrisabraham chris@gerriscorp.com 202-352-5051

5 #biznowebinar

What Influencer Marketing Is Influencer marketing is “a form of marketing in which focus is

placed on specific key individuals (or types of individual) rather than the target market as a whole.” – Wikipedia

Anyone and everyone who has a platform, a voice, and a network can be reached out to, engaged with, and marketed to.

Online, influencer marketing encompasses bloggers, journalists, reporters, celebrities, musicians, internet celebrities, forum owners, high post-count message boarders, folks on Twitter, Facebook, Pinterest, Vine, Periscope, LinkedIn, SnapChat, YouTubers, Tumblrs, Mediums, MailChimps, Listservers, etc.

New essential “proof of life” signal to Google’s “new” algorithm

6 #biznowebinar

What Influencer Marketing Isn’t Influencer marketing isn’t marketing: it’s public

relations/publicity and responds best to respect and appreciation

Influencers are not your employees: they’re under no obligation to do anything for you at all – even if they make a promise to you – so remind, but don’t nag or threaten

Influencers are not reporters: you can’t just assign a blogger a story like an editor does a reporter and expect a Pulitzer

Influencer marketing is not “fire and forget:” it requires quite a lot of follow through, time, and attention and becomes more effective over time as relationships deepen and mature

7 #biznowebinar

Influencer Marketing is Platform Agnostic I have been doing influencer marketing in one form or another

since 2003 when I joined New Media Strategies

Limiting yourself to one platform, chasing the latest and greatest, or ignoring last year’s platform is an influencer marketing blind spot

From message boards to blogs; from Friendster to MySpace; from Facebook to Twitter; from Google+ to Pinterest; from Tumblr to Medium, from Vine to Periscope; from YouTube to Instagram; from SnapChat to Reddit; from LinkedIn to Flickr; from FourSquare to Swarm; from Kik to Yik Yak; from SoundCloud to WhatsApp ...

It’s not about you or the platform, it’s about the influencer

8 #biznowebinar

Types of Influencer Marketing Campaigns Tweeters: both powerful and ephemeral. Google notices the links

G+ & Facebookers: personal profiles vs brand pages. Google notices the links

LinkedInners: direct marketing versus engaging as influencers

Instagrammers: powerful branding potential but zero link-love

YouTubers: celebrity is real here, but it’s also a real community

Viners & Periscopers: powerful branding but limited potential with Google

Boarders: forums influence bloggers who influence the news – reddit dominates

Bloggers: most share their posts to multiple social media sites

9 #biznowebinar

Online Influencer Discovery & Cultivation

1. Start with Google

2. Keywords and #Hashtags

3. Followers of Influencers

4. Who Influencers Follow

5. Social Media Mentions

6. Influencer Discovery Tools

InkyBee, GroupHigh, SM2, Little Bird, Audienti, etc. …

10 #biznowebinar

Online Influencer Discovery & Engagement Tools

11 #biznowebinar

Google Search Google’s an excellent tool for meta-search

Search for “top topic blog,” “best topic blog,” “best topic blogger,” “top ten topic blogs,” etc.

When I use this method:

For cursory research into the space

Cutting and pasting, spawning tab after tap, pasting URLs and names into text documents, often using Google to expand on lists on GroupHigh, InkyBee, etc.

12 #biznowebinar

Audienti Audienti is a combination of SEO, influencer outreach, social

media marketing and response, and innovative marketing automation tools to allow Influencer Marketing to be 80%-90% automated via Twitter and email, making sure that by the time human attention is required, the conversion is almost won.

13 #biznowebinar

Users input target URLs, competitor URLs, and some keywords

Data powered by SEMRush, ahrefs, and MOZ

Very interesting tool

GroupHigh GroupHigh is a complete blogger CRM and engagement solution

GroupHigh scrapes the blogosphere, collecting some emails, and also associating each blog with its respective social media platforms

You can do all engagement and emails from the dashboard as well as keeping track of workflow, unique email addresses and notes, etc.

14 #biznowebinar

InkyBee InkyBee facilitates blogger outreach campaigns through persistent research,

discovery, tracking, and accountability

Easily import and export lists based on Klout, MOZ, Kred, etc.

Use InkyBee as an essential discovery and reporting tool for campaigns

15 #biznowebinar

SDL SM2 Generally used as a listening platform, I use it for research

Historical keyword searches allow me to discover influencers who are blogging topically but not blogging on a topic blog

SM2 allows to me discover top influencers outside of the spotlight

Too many agencies are pitching to too few influencers and SM2 helps me expand the next little bit.

16 #biznowebinar

Pursue the People Behind their Tech and Rep Social media and the Internet have commoditized relationships

50.8k followers, 5k friends, 25 A-listers, 250 D-listers, 2,500 Z-listers

Your Influencer lists shouldn’t be precious, they should be well-exercised

Best friends happen when you spend meaningful time together

Even if your relationship is 100% virtual, it can still become meaningful

17 #biznowebinar

Influencer outreach should be win-win-win

An influencer can make a brand but a brand can make a blog, too

Become a Fan and Even a Friend (Drop the Veil) If you’re only doing influencer outreach

because your have to or because it was an order from your boss, adjust your attitude or find someone else who loves, loves, loves it!

Even if you’re not in love with the influencers themselves, you really should not only be impressed with how they use the Internet and social media, but you should learn to respect the true influence they brandish and the fame they posses

Contempt and eye-rolling can easily be sensed even across the Internet wires

18 #biznowebinar

The Pitch, Messaging, and the Media Stop selling and start informing

Don’t pitch like a used car salesman

Keep the message simple

I like to use plain text

I never include inline images or attached documents

I avoid any design at all

Keep title simple and clear

19 #biznowebinar

Don’t stop at one – you need to persist through the noise.

Reach out three times per campaign

Premasticate the Message Like a Mommy Bird Even if you follow all my advice and become fast

fans and friends, you need to work hard to make blogging and tweeting as simple and as easy as humanly possible to share your brand message in high fidelity across social media channels.

I use Social Media News Releases/pre-written landing pages, pre-linked and easy to tweet and retweet, including images, assets, language, working, etc.

20 #biznowebinar

Give the Gift They Want the Way They Want It Don’t drop-ship a book if they want a copy for their

Amazon Kindle

Lots of people receive books, too few actually read and then review them – give readers what they ask for

Launching an app: offer it for free for life

At the very least, make it free for a year instead of just a month – I mean, it’s an app, you can make infinite copies, right? Otherwise, you are being “penny-wise and pound-foolish.”

Promoting shoes? Offer them to both the influencer and his or her friends.

You’re spending $50k/month on AdWords and you can drop-ship a couple-hundred pairs of your shoes to people who are promoting you, your brand, your products for free (where free isn’t really free)

21 #biznowebinar

Thank You! Let’s Connect! chrisabraham.com

twitter.com/chrisabraham

facebook.com/chrisabraham

google.com/+chrisabraham

youtube.com/chrisabraham

slideshare.net/chrisabraham

New blog: www.rnnr.us

22 #biznowebinar

Need more help for your website search?

#biznowebinar

Try out the first unit free!

April 26, 201611:00 to 11:30 ET

Debunking Myths around Sales

Videos for Business

Robert Weiss

Sign up now athttp://bit.ly/debunkvideo

Don’t forget our sponsorsDon’t stop now!

24 #biznowebinar

diy influencer marketing webinar slides for biznology

Marketing

5 diy marketing tips 2019 webinar -...

butcher smps marketing 2022 webinar...periscope flickr...

influencer relations...

influencer marketing - content marketing...

brand storytelling through influencer content: webinar with...

sami-robimy - rzecz o ruchu diy w polsce (cohabitat make...

most people don't understand influencer marketing (webinar)

innovation in qualitative diy research webinar

influencer marketing forecast report 2018 · 2017...

webinar b&o play - pr & influencer marketing - june 2015

a reward-based influencer marketing ecosystem on … ·...

building an effective influencer marketing strategy. webinar...

blogmint - influencer marketing outlook 2017 - influencer...

annual influencer report - amazon web services… ·...

influencer poll webinar 1 7slideshare

rwdg webinar: diy and purchased data governance tools

diy driver analysis webinar slides

webinar: innovation in qualitative diy research

webinar: draas vs. diy dr - which is best for your...

womma influencer guidebook - 2013 - home page - 4a's...