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OMS 12 Finding & Engaging Influencers
 

OMS 12 Finding & Engaging Influencers

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Presentation given by Adam Proehl on February 7, 2012 at OMS San Diego.

Presentation given by Adam Proehl on February 7, 2012 at OMS San Diego.

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    OMS 12 Finding & Engaging Influencers OMS 12 Finding & Engaging Influencers Presentation Transcript

    • Finding & Engaging Influencers February 7, 2012 Adam ProehlManaging Partner, NordicClick Interactive @adamproehl
    • About Me• In Online Marketing since 1997; specialize in complex & multi-channel sales• Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis• Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, SES, DMA, BMA• Instructor at the Online Marketing Institute• Long Suffering Minnesota Sports Fan @adamproehl
    • About this SessionIs:• Tactical, practical how to’s• Stuff you can do todayIs Not:• Futuristic predictions• Chart overload
    • Notes Before We BeginJustthoughtthis wasfunny @adamproehl
    • Finding & Engaging InfluencersGoalsDetermining InfluencerMeasurementsEngaging Influencers @adamproehl
    • Notes Before We Begin @adamproehl
    • Notes Before We BeginMultiple Paths to InfluencersDirectIndirectRoundaboutMulti-StepHandoff @adamproehl
    • GOALS
    • GOALS Question # 1 (of 2)Simple:What is my businessobjective? @adamproehl
    • GOALS Example:BusinessDevelopment @adamproehl
    • GOALS Example:Build BrandAwareness @adamproehl
    • GOALS Example:“Feel Good”Retention forCurrentCustomers @adamproehl
    • DETERMINING INFLUENCERS
    • Who Can Influence Your Brand?Question # 2 (of 2) Little More Thought: What type influencers do I need to reach? @adamproehl
    • Who’s the more powerful influencer for your brand?Authority: Peer: @adamproehl
    • Example InfluencerJournalists93% use Facebook92% use LinkedIn90% use Twitter*Source: Social Times @adamproehl
    • Who Can Influence Your Brand? Tool: Muck RackMuckrack.org @adamproehl
    • Who Can Influence Your Brand? www.foller.meTool: Foller• User Info• Topics• Hashtags• Mentions• Geography @adamproehl
    • Example InfluencerBloggers @adamproehl
    • Who Can Influence Your Brand? Finding Influencers - Tool: Followerwonk• Bio Search• Influencers• “Wonk Score”• Good Starting Point• Geo @adamproehl
    • Who Can Influence Your Brand?Whose Blogs Influence? @adamproehl
    • Who Can Influence Your Brand?Whose Blogs Influence? @adamproehl
    • Who Can Influence Your Brand? @adamproehl
    • Who Influences the Influencer?• Twitter Lists• G+ Circles @adamproehl
    • Who influences the influencer?Tool: Mentionmappwww.mentionmapp.com @adamproehl
    • Example InfluencerBoard Members & Old School Networkers“What ISthatannoyingchirpingbird?” @adamproehl
    • When they’re big, but not on socialThings to Know:• They pay attention to offline or online media• No idea what a Klout score is• Capable of opening some really big doors• Social can lead to them, but not directly @adamproehl
    • • Reporters• Bloggers• Board Members• Old School Networkers• Recognized Industry Influencers More Complicated
    • Example Influencer“Someonelike me” @adamproehl
    • Embrace & Engage• The Check In Social Butterflies @adamproehl
    • Embrace & Engage • Food Porn*Disclaimer: Not an endorsement of food porn because honestly too much ofit from the same poster really gets annoying. @adamproehl
    • Embrace & Engage• Link Sharing @adamproehl
    • Embrace & Engage• Commenters & Wall Posters @adamproehl
    • Embrace & Engage• Support Audience @adamproehl
    • Embrace & EngageTool: Get Satisfaction Price: Starting $19/mo @adamproehl
    • MEASUREMENTS
    • MeasurementsTool: The “Almighty” Klout Score?!?• Much Controversy (among those who care)• Don’t worry too much about it Guide, but NOT Final Arbiter @adamproehl
    • Measurements @adamproehl
    • MeasurementsTool: Kred• Past 1000 days of data• No secret sauce algorithm• Stay tuned @adamproehl
    • MeasurementsTool: TweriodSimple: When isthe best time totweet to yourfollowers? @adamproehl
    • MeasurementsTool: RetweetrankSimple Premise:Who’s likely to getretweeted www.retweetrank.com @adamproehl
    • MeasurementsTool: TweetReachSimple Premise:How far will atweet from thisuser go?Free for last 50tweets www.tweetreach.com @adamproehl
    • Measurements• Podcasts• Video • Shares • Popularity @adamproehl
    • MeasurementsTool: Hashtags.org @adamproehl
    • ENGAGING POTENTIAL INFLUENCERS
    • Engaging Potential InfluencersBlogs:• Find bloggers likely to engage on comments• Link to it• Thank & Comment• Tweet & ReTweet their links• On Twitter, give them an @reply @adamproehl
    • Engaging Potential Influencers Twitter Chats• Easy to Participate• Just know the #hashtag• Variety of Topics• Or Just Watch @adamproehl
    • Engaging Potential Influencers List of Chats: http://bit.ly/ubtjt3• Google Spreadsheet• Several lists floating out there• Participate• Create your Own @adamproehl
    • Engaging Potential InfluencersEngaging Influencers:• Find Your Angle: • “Did you also think of this” • “Also applies here”• Don’t be afraid to disagree @adamproehl
    • Engaging Potential InfluencersEngaging Influencers:• Avoid the “Bobblehead” Mentality• Add value, even if you don’t agree @adamproehl
    • Engaging Potential InfluencersPay to Target:• Facebook Ads• LinkedIn Ads - Soft Sell / Branding - Measure Branded Queries @adamproehl
    • Engaging Potential InfluencersIndustry Tradeshows• Most suck at Social Media!• Step in and lead @adamproehl
    • Engaging Potential InfluencersLeverage current databases Tool:
    • Key Takeaways• Set your goals• Know where to start (blogs, social sites, podcasts, monitoring tools)• Variety of free resources available to assist• Listen & help WAY more than you talk• Doesn’t cost much, but does take work @adamproehl
    • Thank YouFinding & EngagingInfluencersAdam ProehlManaging Partner, NordicClick Interactiveadam@nordicclick.com952-261-2205@adamproehlwww.linkedin.com/in/adamproehl @adamproehl