The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014
 

The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014

on

  • 24,384 views

 

Statistics

Views

Total Views
24,384
Views on SlideShare
12,916
Embed Views
11,468

Actions

Likes
38
Downloads
122
Comments
5

81 Embeds 11,468

http://moz.com 8656
http://feedly.com 992
http://feeds.feedburner.com 421
http://www.rockrestaurant.com.au 202
https://twitter.com 183
http://feedreader.com 138
http://www.feedspot.com 130
http://www.scoop.it 106
http://realhomemoney.duckdns.org 93
http://newsblur.com 61
http://www.newsblur.com 44
http://digg.com 42
http://social-tools.cisco.com 35
http://www.learningecosystems.site 34
http://www.googet.it 29
http://reader.aol.com 23
http://www.inoreader.com 22
http://feedproxy.google.com 20
http://www.learn-digital-marketing.com 19
http://www.sandiyasolutions.com 17
http://plus.url.google.com 16
http://translate.googleusercontent.com 12
http://staging.dealroom.co 11
http://localhost 11
http://www.seoservicesindiaa.com 9
http://dev.dodocs.ru 9
http://realhomemoney.dyndns.org 9
http://www.magicseoservices.com 8
http://newsroom.cisco.com 8
http://depinformaticavilafranca.wordpress.com 7
https://www.commafeed.com 7
http://www.achievenetsolutions.com 5
http://internetmarketingcommentary.com 5
https://reader.aol.com 5
http://virb.com 5
http://news.google.com 5
http://127.0.0.1 4
http://www.searchengineoptimizationstore.com 3
http://www.mikehoyles.com 3
http://www.frans.co.id 3
http://andyhoward.id.au 2
http://www.linkedin.com 2
http://mindgamemarketing.com 2
http://domainauthority.tumblr.com 2
http://fever.kroppenstedt.net 2
https://home.jolicloud.com 2
http://flavors.me 2
http://dealroom.dev 2
https://translate.googleusercontent.com 2
http://silverreader.com 2
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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