diy influencer marketing webinar slides for biznology
TRANSCRIPT
© 2016 Mike Moran Group LLC
@biznologywww.biznology.com
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Do-It-Yourself Influencer Marketing
March 22, 2016Chris Abraham
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
Former Distinguished Engineer
A senior strategist at
A senior strategist at
Senior Strategist at
Author of threebooks onInternet marketing
Founder of
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Your moderator for today: Mike Moran
@MikeMoran [email protected] 973-826-0744
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© 2016 Mike Moran Group LLC@biznology | www.biznology.com
Do-It-Yourself Influencer Marketing
Chris Abraham
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© 2016 Mike Moran Group LLC@biznology | www.biznology.com
Your speaker for today: Chris Abraham Digital strategist and
technologist at
Avid blogger/contributor at:
@chrisabraham [email protected] 202-352-5051
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© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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. …
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
Online Influencer Discovery & Engagement Tools
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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
OR
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.
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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.
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@chrisabraham [email protected] 202-352-5051
Users input target URLs, competitor URLs, and some keywords
Data powered by SEMRush, ahrefs, and MOZ
Very interesting tool
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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.
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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.
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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
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@chrisabraham [email protected] 202-352-5051
Influencer outreach should be win-win-win
An influencer can make a brand but a brand can make a blog, too
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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
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@chrisabraham [email protected] 202-352-5051
Don’t stop at one – you need to persist through the noise.
Reach out three times per campaign
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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.
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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)
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@chrisabraham [email protected] 202-352-5051
© 2016 Mike Moran Group LLC@biznology | www.biznology.com
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
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@chrisabraham [email protected] 202-352-5051
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