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The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014

The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014






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    The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014 The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014 Presentation Transcript

    • The Hunter/Gatherer Why influencers hate the pitch and what you can do about it
    • Rob “Holy” Toledo Head of Outreach @ Distilled rob.toledo@distilled.net @stentontoledo
    • or on Google+ /u/0/11666 666115484 6565570/
    • I have a confession
    • I’m terrible at PowerPoint
    • No seriously… Like… BAD at powerpoint
    • So please don’t judge me
    • I have another confession
    • Despite having sent thousands of personalized outreach emails
    • And my team of outreachers having an active contact list of approximately 15,000 bloggers and journalists
    • I can still count on one hand how many times I have accepted an email pitch for my own websites
    • So why is that?
    • A lot of them are great emails http://bit.ly/1luXH1h
    • And it’s not like I write for the New York Times…
    • I gave this a think
    • Asking coworkers, friends and family
    • My conspiracy theorist uncle knew who to blame
    • “Obviously Obama has something to do with this…”
    • But seriously…
    • I blame my instincts
    • Always on the hunt for the next big thing
    • Here’s Joe…
    • Here’s Joe with a toy squirrel in front of him…
    • Here’s Joe thinking he’s hunting an actual squirrel…
    • We enjoy the hunt for the next thing, just like Joe prefers to chase actual squirrels
    • Here, you can tweet this: “I can’t believe @stentontoledo just compared me to his dog… What kind of conference is this?! #SearchLove”
    • Here’s me in high school I was “really cool”
    • I was a music snob (and still am)
    • While my friends were listening to…
    • I was listening to…
    • I LOVE finding new music and sharing it with my “tribe”
    • An Example (circa 2001)
    • Example (circa 2001) Scenario A Friend: “Wow Rob, you’re such a musical influencer and tastemaker, I worship the ground you walk on” Me: “Have you guys heard of this new band, The Strokes? They’re incredible, total game changers”
    • Example (circa 2001) Scenario B Friend: “Hey Rob! Check out this new band The Strokes! They’re blowing up in England!” Me: “Yeah they’re alright, I guess, man, whatever”
    • A quick experiment
    • Apple > Microsoft
    • Python is far superior to JavaScript
    • The Shawshank Redemption is a better movie than Titanic
    • This local roasted organic fair trade coffee is far superior to Starbucks
    • >
    • Local craft brews put generic macro beer to shame
    • We’re all snobs about something
    • Alongside being a music snob, I’m also a content snob
    • A lot of journalists and influencers are the same way
    • They want to find it first
    • In content discovery No effort = No reward
    • We don’t want to share a rotten meal with our tribe
    • What I’m not saying: • Email outreach is dead • Bloggers and journalists don’t want to hear from you • We must try and trick people into sharing our content • That the Moon landing was faked
    • Things aren’t that bad…
    • Most decent outreach sees response rates around 40-60%
    • “You’re happy with 50 percent? You’re on top, and you don’t have enough. You’re happy because you’re successful. For now. But what is happiness? It’s a moment before you need more happiness. I won’t settle for 50 percent of anything. I want 100 percent. You’re happy with your agency? You’re not happy with anything. You don’t want most of it, you want all of it. And I won’t stop until you get all of it.”
    • We should be working for that other 50%
    • But when promoting to the other 50%...
    • We need to be less like this…
    • …and more like this
    • But it helps to be a bit more clever We must plant the idea but not take any credit for it
    • Great… but how?
    • Three Main Points
    • 1. Find out where your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
    • 1. Find out where your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
    • People will likely talk about where they spend their time online
    • • Web forums they hang out in • Twitter chats where they participate • Sites where they contribute and comment • Communities they identify with Where in the world are your influencers
    • Rand Fishkin
    • • /r/AskScience • /r/eli5 • /r/LifeProTips • /r/Fitness • /r/Food • /r/Fashion • /r/Art • /r/Economics
    • Rand Fishkin
    • Rand Fishkin Likes: • Nicholas Cage • Pictures of birds that people have photoshopped arms onto • Cute pictures of puppies • Business related topics
    • So we built this…
    • And it worked…
    • OK but seriously…
    • A real example @carson_ward
    • A real example • Hoping to break into the tech space • Wanted to get featured on high profile blogs • Wanted influencers to share socially
    • A real example
    • A real example So they kept it simple…
    • A real example • They did some research using their own data • Wrote a post that appealed to a specific audience • Kept it relevant to current news • In total about 8 hours of work
    • http://bit.ly/1jLVGA7
    • One seed in front of the right people
    • The spoils of victory • ~70k pageviews • 116 domains sent traffic in 24 hours • Coverage in major media (Ars, Pando, Reddit) • ~500 social shares • More journalists believe them to be an authority with future stories now (credibility increase)
    • 1. Find out where your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
    • • Nothing makes journalists salivate more than exclusives • The right exclusive story can make a career • Exclusives still give the perception of influence, even when pitched Exclusives
    • Giving an influencer a head start with your content can make everything easier
    • The rest of the internet
    • “Well if [insert major publication] covered it… then we better get something up about it as well” Exclusives
    • Exclusives make bosses and clients nervous
    • But we can remove a lot of the risk
    • Exclusives - @Britt_Klontz “The ‘exclusive’ conversation needs to start way before the content or story is complete”
    • • You should have the idea in front of several influencers early in the process • Subtlety hint that you’re shopping the idea around (competition) • Figure out who is most interested and give them exclusive access to the finished product Exclusives
    • • Interesting proprietary data • A high quality piece of content • An anecdotal story about your business • A new product or service release • Interviews with high level employees What makes a good exclusive
    • 1. Find out where your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
    • Email is overwhelming journalists
    • “I am someone with upwards of 5000 unread messages at any given time” - @jordancrook http://tcrn.ch/1edhgd2
    • Even the best brands and coolest content can get ignored
    • Think outside the inbox
    • Creative Promotion • Snail mail • PR stunts • Creating a mystery
    • Creative Promotion • Snail mail • PR stunts • Creating a mystery
    • When was the last time you got something fun in the mail?
    • Snail mail • Previous efforts saw a response rate of only 10% • Had over 70% of people activate the turntable via their smartphones • 42% clicked on a link to the Kontor Records website on their phones • Covered by SPIN, TrendHunter and Hypebot (double whammy, coverage and conversion)
    • Creative Promotion • Snail mail • PR stunts • Creating a mystery
    • But wait… There’s a real thin line between true creativity and over the top craziness
    • An extreme example
    • PR Stunts OK realistically, you’re not creating a drone delivery service but…
    • …there’s a lesson here • Timing is everything – the drone stunt was right before Black Friday, all eyes on Amazon • It doesn’t need to be “real” • Keep it related to your brand • Find a hook, something that will really grab the attention of the media based on relevance
    • The cheapest PR stunt I’ve ever seen
    • PR stunts don’t have to be expensive like the drone, they just have to be smart like the ‘now hiring’ sign
    • A well done PR stunt feels really ripe for coverage
    • Creative Promotion • Snail mail • PR stunts • Creating a mystery
    • A boat's a boat, but the Mystery Box could be anything! It could even be a boat!
    • In this world of social / transparent / storytelling / open book branding… (which is great)
    • Brands have become Kimmy Gibbler
    • But they should occasionally be like the guy from Twilight
    • “Humans naturally want to finish the story” -Matt Summers, @mattsummers http://slidesha.re/NUqSPG
    • Sure, HBO could have emailed Jacob and told him some fun stuff about the new show but…
    • >
    • How much more exciting is it for him to share that surprise with his readers?
    • Don’t be the shithead at the party who tells the birthday kid what you got them as a gift
    • We want to unwrap the mystery ourselves
    • Key takeaways • Play into the psychological elements of how influencers choose what to share • Seek a high level exclusive before mass promotion • Create a mystery around new and exciting things you’re working on
    • People like to hunt Give them the opportunity
    • Thank you! @stentontoledo rob.toledo@distilled.net