Establish an active social base before unleashing your first “thought leadership bomb”
Build a following in sync with your destination, property, brand. It will not only convert best, but will aid greatly in creating virality.
Create alliances with other thought leaders.
Reverse direct marketing: best prospects find you.
Thought leadership tends to be more interest-graph related, while enthusiast outreach works well with localized marketing.
The Second Pillar: Thought Leadership
Clearstone Venture Partners managing director William Quigley was well respected among his fellow VCs, but was relatively invisible on the global stage. SocialRadius built a blog and Twitter presence for Quigley, then released a carefully edited Power Point to showcase his vision of the future of venture capital. William Quigley: Establishing Global Conversation QUICKLY through a Thought Leadership BOMB… SocialRadius leveraged posts in VentureBeat and TechCrunch into a rapid cascade of media coverage in the Wall Street Journal, New York Times, BusinessWeek, Reuters and a profile in Barrons. In less than two months, the PowerPoint was downloaded 300,000 times. Case Study Thought Leadership
Engage and influence enthusiasts by providing what they want: access, information, contests, promotions.
Create “earned media” from bottom up strategy, tactics.
Show other thought leaders your innovations, findings first.
Coax enthusiasts to link to your offers with contests.
Create relationships across all categories of bloggers.
Done well, blogger outreach will be your best SEO, as well as serve as a bridge between PR and promotion.
Case Study: Bombay Sapphire – Blogger Brand Excitement “ Spirit of Exploration” adventure blog was created to coincide with integrated marketing campaign, including extensive print ads and contests. Invited bloggers to participate in contest, defining their personal “Spirit of Exploration” and to cover and compete for an exotic trip to Skybar in Thailand. Within one month of launch, more than 100 bloggers participated , more than 40,000 entered the contest - and the competition blog had over 1 million unique visits. Blogger Outreach: Enthusiasts Case Study
EcoMom – Turning Endorsement into E-Commerce EcoMom is an e-commerce site for healthy, sustainable products for babies and young children. Targeting mommy blogs for product reviews, giveaways and contests led to massive exposure, traffic and direct sales. Concurrently, more than 70 percent of EcoMom’s sales come directly from links on blogs. Blogger Outreach + Thought Leadership Case Study
Editorial Blogs Thought Leaders & Enthusiasts Personal Diaries Blogosphere Influencer Pyramid ™
Social networks: the backbone of content curation.
Social network activity is highly trackable, including links and conversions to e-commerce; integrating Facebook Connect, Twitter APIs, Foursquare and other relevant networks is key to the next decade of marketing.
Landing pages, offers and messaging can be tested just as rigorously in social media as direct mail, email TV and radio (or even more…).
Recommendations from friends outperform search – in travel, 38% of international tourists rely on recommendations v. 22% relied on Web (including search). *
* Source: TRAVELSAT Global Benchmarking Survey, 2011
Michael Terpin, Founder and CEO Direct: 310-862-6312 [email_address] Twitter: @michaelterpin, Google+: +michaelterpin www.socialradius.com Los Angeles: 1237A Third Street Promenade, Santa Monica, CA 90401 SF Bay Area: 100 Pine St., 10 th Floor, San Francisco, CA 94111 New York City: 419 Park Ave. South, New York, NY 10016 Las Vegas: 3277 E. Warm Springs Road, #200, Las Vegas, NV 89120