Secrets to Successful Influencer Marketing
Matt Heinz
President, Heinz Marketing
@heinzmarketing
Page 2 © 2014 Marketo, Inc.#mktgnation14
Housekeeping
• Copy of this presentation
• Offers for you:
• 10 minute brainstorm...
Page 3 © 2014 Marketo, Inc.#mktgnation14
This IS the new PR…
@heinzmarketing
Page 4 © 2014 Marketo, Inc.#mktgnation14
Last Slide First
• Give to get
• Have a pipeline mentality
• Build relationships
...
Page 5 © 2014 Marketo, Inc.#mktgnation14
Objectives
• How will you measure success?
• Direct & indirect metrics
• Pipeline...
Page 6 © 2014 Marketo, Inc.#mktgnation14
Who are influencers anyway?
• Bloggers
• Authors
• Community Leaders
• Speakers
•...
Page 7 © 2014 Marketo, Inc.#mktgnation14
What makes them influential?
• Reach
• Respect
• Leverage
• Efficiency
• Action
@...
Page 8 © 2014 Marketo, Inc.#mktgnation14
How & where do you find them?
• Past event speakers
• Existing industry rankings
...
Page 9 © 2014 Marketo, Inc.#mktgnation14
Are you asking the right question?
• Not what you need from them…
• What do they ...
Page 10 © 2014 Marketo, Inc.#mktgnation14
Eight ways to reach & engage
influencers in your industry
@heinzmarketing
Page 11 © 2014 Marketo, Inc.#mktgnation14
1. Give to get
@heinzmarketing
Page 12 © 2014 Marketo, Inc.#mktgnation14
2. Don’t assign them to your PR agency
@heinzmarketing
Page 13 © 2014 Marketo, Inc.#mktgnation14
3. Get to know their audience & focus areas
@heinzmarketing
Page 14 © 2014 Marketo, Inc.#mktgnation14
4. Give them a good story to tell
@heinzmarketing
Page 15 © 2014 Marketo, Inc.#mktgnation14
5. Make them look smart to their followers
@heinzmarketing
Page 16 © 2014 Marketo, Inc.#mktgnation14
6. Start your asks small
@heinzmarketing
Page 17 © 2014 Marketo, Inc.#mktgnation14
7. Get face time when possible
@heinzmarketing
Page 18 © 2014 Marketo, Inc.#mktgnation14
8. Ask for their feedback (but make it easy)
@heinzmarketing
Page 19 © 2014 Marketo, Inc.#mktgnation14
The ultimate influencer success story
@heinzmarketing
Page 20 © 2014 Marketo, Inc.#mktgnation14
How did they do it?
• Pre-existing relationships
• Authenticity in time & value
...
Page 21 © 2014 Marketo, Inc.#mktgnation14
Other recent successful campaigns
• Lattice Engines - #MKTGNerd campaign
• Marke...
Page 22 © 2014 Marketo, Inc.#mktgnation14
Last Slide Last
• Give to get
• Have a pipeline mentality
• Build relationships
...
Thank You!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com
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Secrets to Successful Influencer Marketing

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My presentation deck from Marketo's Marketing Nation 2014 Summit.

Getting a list of key influencers in your industry is the easy part. But there's nuance to engaging & influencing those influencers that most companies miss or ignore. And the rules that have traditionally worked in the PR world for engaging journalists don't necessarily work with influencers, bloggers and others who use an entirely different set of rules for engagement. In this fast-paced, best practice-packed session, we explored specific strategies, tactics, tools, processes and other means of accelerating the depth, influence and ROI of your influencer marketing program. Attendees walked away with a blueprint to turn influencer marketing into one of your most leveraged marketing programs for 2014 and beyond.

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  • EXAMPLE OF POPULATED SLIDE
  • Secrets to Successful Influencer Marketing

    1. 1. Secrets to Successful Influencer Marketing Matt Heinz President, Heinz Marketing @heinzmarketing
    2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Housekeeping • Copy of this presentation • Offers for you: • 10 minute brainstorm • Modern Marketer’s Field Guide • Content Marketing Best Practices Guide • Influencer Engagement Guide • Bring me a business card (or send me an email) with what you want matt@heinzmarketing.com @heinzmarketing
    3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 This IS the new PR… @heinzmarketing
    4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Last Slide First • Give to get • Have a pipeline mentality • Build relationships • Be patient • Reciprocate & participate • Measure @heinzmarketing
    5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 Objectives • How will you measure success? • Direct & indirect metrics • Pipeline contribution • Media replacement value @heinzmarketing
    6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Who are influencers anyway? • Bloggers • Authors • Community Leaders • Speakers • Peers • Loud People @heinzmarketing
    7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 What makes them influential? • Reach • Respect • Leverage • Efficiency • Action @heinzmarketing
    8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 How & where do you find them? • Past event speakers • Existing industry rankings • Twitter lists • Trade publication contributors • Online community leaders • Little Bird @heinzmarketing
    9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 Are you asking the right question? • Not what you need from them… • What do they need from you? @heinzmarketing
    10. 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 Eight ways to reach & engage influencers in your industry @heinzmarketing
    11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 1. Give to get @heinzmarketing
    12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 2. Don’t assign them to your PR agency @heinzmarketing
    13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 3. Get to know their audience & focus areas @heinzmarketing
    14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 4. Give them a good story to tell @heinzmarketing
    15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 5. Make them look smart to their followers @heinzmarketing
    16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 6. Start your asks small @heinzmarketing
    17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 7. Get face time when possible @heinzmarketing
    18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 8. Ask for their feedback (but make it easy) @heinzmarketing
    19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 The ultimate influencer success story @heinzmarketing
    20. 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 How did they do it? • Pre-existing relationships • Authenticity in time & value • Value by association • Exposure & lead sharing • Templates and support
    21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 Other recent successful campaigns • Lattice Engines - #MKTGNerd campaign • Marketo Luminaries (from last year’s Summit) • InsideView “Top 25 Sales Influencers” Awards @heinzmarketing
    22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Last Slide Last • Give to get • Have a pipeline mentality • Build relationships • Be patient • Reciprocate & participate • Measure @heinzmarketing
    23. 23. Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com
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