Blogs, Bribes and Blasphemy: 10 best practices for Influencer Outreach

Blogs, Bribes and Blasphemy: Engaging Influencers in a Changing WorldOctober 12, 2011@arikhanson | @gregswan

2
(that’s him!)
arikhanson.com
@arikhanson
With You Today
#bwe11
#mnblogconf

3
(that’s him!)
@webershandwick
@gregswan
With You Today
@smshepherds
@perfectporridge

How has the marketing world changed?

How has the marketing world changed?
(flickrCC: spikeyhelen)
(flickrCC: calamity_photography)

How has Marketing World Changed?
Social revolution
Focus on influencers
Long tail strategies
Metrics

InfluencerMatchmaking 101

(flickrCC: Night-thing

Who is an Influencer?
Everyone – in certain circles
Offline vs. Online
“Influencer” does not equal “Blogger”
Attributes:
Has an opinion – that people respect
Can impact perception, sales, behavior
Can spark/quell a crisis

Choosing Your Influencer
How can an influencer help me achieve my business/marketing objective?
Is my brand prepared to hear/address genuine criticism?
Who is already an advocate for my brand?
Tools or lists should not drive thought process

Road to Romance
Flirting
Dating Period
First Date
Second Date
First Base…
Man-to-man talk with Dad
(background check)

Personality > Looks
Assessment:
Online and offline audit
Do they care about our brand?
Tone (snarky/salesy)
Potential reach (friends/fans/followers)
Value:
For Influencer
For Brand

Illustrating Influence
High Impact
MoreTime
Less Time
Low Impact

Influencer Services
Free
AllTop.com
Google
Technorati
Blogrolls
PostRank
Klout
Paid
Klout
BlogDash
eCairn
GroupHigh
YouCast
Custom

Is this Legal? Is this Ethical?
(flickr CC: sully_aka__wstera2)

Is this Legal?
Bloggerswho make an endorsement must disclose the material connections they share with the seller of the product or service.
“Bloggers or other word-of-mouth marketers”
‘Material Connections’ (payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed.
Receiving cash or in-kind payment to review a product is considered an endorsement.
FTC.gov
(note: Greg and Arik are not legal counsel)

What would Grandma think?

Illustrating Engagement
High Credibility
Organic Relationship, Full Disclosure
Paid Content, Full Disclosure
Low
Control
HighControl
Organic Relationship, No Disclosure
Paid Content, No Disclosure
Low Credibility

10 Tips for Engaging With Online Influencers

Influencer Engagement Tips
Personalize/individualize

Be brief. Very brief.

2. Be Brief. Be Very Brief
Hi Arik,For starters, you are one of my favorite PR bloggers, and I especially love all your recent posts about Instagram, including how brands can use it as well as 17 amateur and brand Instagrammers (to name a couple of posts).As a fellow wannabe photog, I also am slightly obsessed with Instagram. I have an idea for a guest post related to Instagram, and it's fast growth rate (to the tune of 150 million photos or 15/per second) The idea is the five reasons why I think Instagram will replace Flickr in the near future.I look forward to hearing your thoughts. Cheers!

2. Be Brief. Be Very Brief

Don't solely focus on the "A listers"

Larry Henry @ Army 10th Anniversary NHRA Race
Eric Jude Cortes @Army Reserve
Pre-Deployment Training
Medical Student @ American College of Surgeons Clinical Congress
Foodie Matt Armendariz
@ Army’s Culinary Arts Competition
Bloggers @ BlogWorld & New Media Expo
David Banks @ Combat Situations Unit
Lee Oddenjumps
with the Army Golden Knights
@CK_Lunchbox Goes to Airborne School
Medgadget @ Brooke Army Medical Center
Military Spouse Blogger
@ Army Commander’s
Conference
@bookieboo Does Basic Training at Fort Benning
26

3. Don’t focus on A-listers

Don't solely focus on the "A listers“
Don't forget about offline activities

4. Don’t forget about offline activities

Don't solely focus on the “A listers”
Make your ask compelling

5. Make your ask compelling
“Help us out with publicity in exchange for… branding, press release, free tickets…”

5. Make your ask compelling
Hi Arik,
As your blog was named as one of PRWeek’s “required reading,” we believe that your readers will be interested in knowing about the upcoming NEXT conference in November.
Taking place on Tuesday, November 9 in New York City, the conference features the individuals, organizations and case studies leading the charge in the new age of digital and interactive media, through a mixture of keynote addresses, speaker panels and practical workshops. Some of our speakers include: Michael Roth, chairman and CEO, Interpublic group; Ray Day, VP of communications, Ford Motor Company; Julie Hamp, SVP and CCO, PepsiCo; Ray Kerins, VP, worldwide communications; head of global corporate media relations, Pfizer; and Bethany Sherman, CCO, Dow Jones & Company.
We hope that you can help us by spreading the word about the conference to your readers as this will be an event that shouldn’t be missed. For more information and to register, please visit prweekus.com/NEXT2010. Please let me know if this will be a possibility.

Lead with them - not you

6. Lead with them - not you
Hi Arik!
Liz Belilovskaya here. I’ve been enjoying reading your articles, especially “HAPPO HOUR: The First-Ever Face-To-Face Happo”--very insightful and interesting. Being that I just started working for a start-up company in NYC and am absorbed in learning about public relations, marketing and interesting consumer incentives, the post was rather helpful. You may have seen some of my comments from time to time.

6. Lead with them - not you

Collaborate - don't preach

7. Collaborate—don’t preach

Nickelback Over Nickelback
“Someday” and “How You Remind Me”

Always have a follow-up ask

8. Always have a follow-up ask
After confirming coverage: ALSO, want to give away tickets? Share a track with readers?

Disclose paid relationships

Disclose paid relationships
Measure, Evaluate, Adjust

In summary
Influencer engagement
(flickr CC: thompsonchan)

Questions?
(flickr cc: robras)

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Blogs, Bribes and Blasphemy: 10 best practices for Influencer Outreach

by Arik Hanson on Oct 12, 2011

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Blogs, Bribes and Blasphemy: 10 best practices for Influencer Outreach — Presentation Transcript