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Engaging  with  Influences  •  Why?  •  Were  to  find  them?  •  How  to  iden5fy  them?  •  SeFng  expecta5ons  

Yes,  it’s  a  shame.      

“A  mere  6%  of  social  spend  is  allocated  to  marke5ng  to  influencers.”  

~  2013  Digital  Influence  Report  

Why?  

•  WOM  campaigns  are  inexpensive  –  generally  •  Minimal  effort  –  few  hours  weekly  •  Increase  exposure,  site  traffic,  market  insight,  and  brand  loyalty  

•  Brand  message  sharing  by  influencers  •  Engage  with  your  customers  •  Deliver  informed  opinions  •  Build  posi5ve  brand  awareness  

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How?  

•  Use  a  trackable  hashtag  •  Create  shareable  content  •  Consider  rewards  that  are  not  compensa5on-­‐based  (FourSquare)  

•  Engage  in  online  conversa5on  •  ReTweet/Share  their  content  vice  versa  •  Ask  them  to  guest  blog  

How?  Cont.  

•  Ask  them  for  industry-­‐related  advice  •  Remember  offline  ac5vi5es  •  Make  your  “ask”  compelling  •  Lead  w/  them  not  you  •  Disclose  paid  rela5onships  

The  Tools  

•  Commun.it  (Twifer  community  management)  •  GaggleAMP  (internal  influencers)  [video]  •  BlogDash  (100,000  bloggers)  •  mPact  •  www.WhoSharedMyLink.com  •  MuckRack  •  Twitaholic  •  HARO  (help  a  reporter  out)  

Se@ng  ExpectaCons  

•  Be  clear  about  the  goals  –  no  hidden  agenda  •  A  giver  gets  more  in  return  •  Define  success  and  let  them  know  •  Ask  if  they  cannot  do  it  if  they  have  sugges5ons  on  who  can  

•  Monitor,  measure,  report,  adjust  

Measurement  

ü Quality  of  Content  ü Sen5ment  of  Content  ü Click  Through  Rate  ü Cost  Per  Click  ü Cost  Per  Acquisi5on  

ü Cost  Per  Impression  ü Comments  ü Shares  

Visit Penheel Marketing

Visit the Penheel Marketing website to view more on this topic and other social media information.

http://penheel.com/2013/7-reasons-connect-influencers/

Becky Livingston President & CEO Penheel Marketing www.Penheel.com