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

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  • 1.
    • 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
  • 2.
    • 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.
  • 3. “ Welcome to the Jungle”
  • 4. “ 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
  • 5. “ Teach Your Children Well”
  • 6. “ 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)
  • 7. “ 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:
  • 8. “ 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/
  • 9. “ WHO Are You? Who? Who?” Photo by Shel Israel
  • 10. “ 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
  • 11. “ 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
  • 12. “ 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/
  • 13. “ 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!
  • 14. “ 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/
  • 15. 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?
  • 16. “ 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
  • 17. “ 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…
  • 18. “ And in the end…”
  • 19. 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