Everything I Needed to know about Social Media Influencer Outreach I Learned from Rock and Roll

SOCIAL MEDIA OUTREACH
PRESENTATION TO THE WEB STRATEGY GROUP
BY HOWARD GREENSTEIN
PRESIDENT
THE HARBROOKE GROUP, INC.
PUT YOUR MESSAGE WHERE YOUR MOUTH IS: STRATEGIES TO TURN CONSUMERS INTO ADVOCATES

EVERYTHING I NEEDED TO KNOW ABOUT SOCIAL MEDIA OUTREACH I LEARNED FROM ROCK AND ROLL*
OR *All album art © respective owners, please don’t sue me.

“ Welcome to the Jungle”

“ They Call Me The Wanderer”
As Social Media professionals, we must join, test, learn, and participate in communities, networks, and new technologies
It is our job to know this stuff before our clients do

“ Teach Your Children Well”

“ Instant Karma’s Gonna Get You”
Outreach to Bloggers and Influencers: Bloggers and Social Network Participants are Humans
They have needs and wants
Audience and Attention
Traffic and people to engage in their communities
People click on their ads
R-E-S-P-E-C-T (just a little bit)

“ I’ve got a brand new pair of rollerskates…you’ve got …”
PR, Corporate Communications, Advertisers all want to get people to pay attention to their message as well:

“ If I Should Call You Up, Invest a Dime”
Blogger Sean Bohan asked: “Are you paying forward into Social Media’s equivalent of a 401k (relationships) by being an active participant?
What are you doing to give back to your community online, before you need something from them?
http://www.seanbohan.com/2008/09/23/outreach-is-networking-for-your-social-media-efforts/

“ WHO Are You? Who? Who?” Photo by Shel Israel

“ You Look Like a Fine Upstanding Young Man”
Why is Frank a good example?
His #1 Job is to help people
Online all the time doing it
Advocates for the customer internally
Is friendly and approachable in person or online
Could probably get almost anyone to help him if he asked
He has major Whuffie

“ They Call Me the Seeker…I’ve Been Searching Low and High”
Find The Bloggers and Influencers you want to pay attention to you
Subscribe to their blogs via RSS
Look for relevant posts, and comment on
USE YOUR REAL NAME/Affiliation!
Subscribe and follow them on Twitter, Friend Feed, etc.
If you have a blog, quote their blog posts and link to them

“ I know I got a bad reputation”
What is Whuffie? According to Tara Hunt:
The sum of the reputation , influence , bridging capital and bonding capital, access to ideas and talent, access to resources, potential access to further resources, saved up favors , accomplishments (resumes, awards, articles, etc.) and the Whuffie of those who you have relationships with.
“ So, you can gain Whuffie through being nice, networked or notable.”
Source: http://www.horsepigcow.com/2008/08/05/you-cant-eat-whuffie-but-its-getting-harder-to-eat-without-it/

“ I've Got To Keep On Keepin' On, You Know That Big Wheel Keeps Spinning Around”
Once you’ve gained Whuffie, what next? Keep doing it.
Social Media isn’t like a campaign – you don’t turn it on or off based on quarterly spending targets or impression counts
If you treat customers amazingly well, then turn that off what happens? They’ll find somewhere else to go.
Then, learn to follow directions!

“ Call Me, Call Me, Any, Any Time”
Blogger and FastCompany.TV creator Robert Scoble:
If you really have a killer product and a killer service I don’t care how you get ahold of me. Call me day or night at +1-425-205-1921. Email me at scobleizer@gmail.com. Or camp out on my front lawn. It doesn’t matter. If you are as good as SmugMug, I’ll make time for you. If you are a me too product, though, that doesn’t solve a real problem or doesn’t thrill its customers, I’ll see through that and I’ll be less likely to call.
Some exceptions? I hate Facebook and Twitter direct messages. I can’t answer those, so don’t even try.
http://scobleizer.com/2008/08/13/pr/

Beggar’s Banquet
Some sites are looking for exclusives
For example, Techcrunch
Also, sites of major print/media outlets
Not every blogger or social media advocate will pay attention to you
Well, Instant Karma is gonna get them too.
How can you help someone else in the space?

“ The Secret of My Success”
Case Study: For WEtv, a Cable Network
Public Service Campaign In conjunction with on-air campaign: WE Vote 08
Facebook app
Added popular friends with personal notes to encourage adding, even though this was “yet another application”
Blog – got other bloggers to pay attention, some by interviewing them for the blog
Created a Twitter account: @WEVote08
Reached out to popular and relevant Twitterati
In-Person Tweetups in several cities
Blog Badges

“ How Do You Measure - Measure A Year?”
Measured using Omniture reports to find referrers, blog references, measure or approximate their traffic
Able to see how many badges are being served – like a small ad network – and where - Somewhat
Found references to campaign on other sites, blogs and forums using Radian 6 searches and Google searches
Kept a dashboard for the client to track these mentions, sites, tweets, pictures from Flickr accounts
Able to provide some stats at the conference – this is ongoing…

“ And in the end…”

Thank you
“ I want to thank u falettin me be mice elf, again”
- Sly and the Family Stone
Contact: [email_address]
Site: Harbrooke.com
Blog: howardgreenstein.com/blog
Phone +1 646 652 7270
Skype/Twitter: HowardGr

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Everything I Needed to know about Social Media Influencer Outreach I Learned from Rock and Roll

by Howard Greenstein

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