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Leveraging Local InfluencersIncrease Word of MouthMike Merrill                        @MikeDMerrillDirector of Marketing, ...
Agenda1. Why Influencers matter2. Influence defined3. Identifying influencers4. Building relationships5. Planning for succ...
About ReachLocal           Full Service       Public Company        Industry Leader        Global Enterprise              ...
Nick Offerman is Ron Swanson               #BrandAidTX
Why Leverage Influencers                @MikeDMerrill
Best Advertising Is From a Peer“The basic idea here is that the best advertising isa message from a friend.”              ...
Influencers   92%                                           72%               15%   Trust                                 ...
Ron Swanson: New American Hero              #BrandAidTX
Influence   Defined            @MikeDMerrill
What is Influence?“The ability to cause effect, change behavior,                           “and drive measurable outcomes ...
Measuring InfluenceKlout Mission  Empower every person by unlocking their influence.Klout Score  A number between one and ...
What is Influencer Marketing?            4    1. Identifying influencers                 2. Marketing to influencers    MA...
Targeting the Magic Middle                A-List   Magic Middle          Long TailPOPULARITY                              ...
Potential Influencer Actions1. Share content via   social media2. Guest post on your blog3. Author a blog postInfluence   ...
Influence   #BrandAidTX
#Bacon                     “            #BaconInfluence   #BrandAidTX
Identifying Influencers              @MikeDMerrill
Start WithinIdentify       #BrandAidTX
Identify Top Facebook FansIdentify        #BrandAidTX
Identify Top Twitter FollowersIdentify          #BrandAidTX    20
Identify Top Twitter Influencers by KloutIdentify          #BrandAidTX
Search Twitter with Klout Chrome ExtensionIdentify        #BrandAidTX
Search Twitter with Klout Chrome ExtensionIdentify        #BrandAidTX
Twitter Bio Searches – FollowerWonkIdentify        #BrandAidTX
Create Twitter Lists to ListenIdentify           #BrandAidTX
Identify Top Foursquare UsersIdentify         #BrandAidTX
Influencers on Google +USERS TEND TO ME MORE TECH SAVVY  Identify              #BrandAidTX
Google +: FindPeopleonPlus.comIdentify       #BrandAidTX
http://trendsmap.com/local/us/dallasIdentify using TrendsMapIdentify        #BrandAidTX
Face to Face Events and Meetups                         •   Social Media Club                         •   American Marketi...
… And Eggs             #BrandAidTX
Building relationships              @MikeDMerrill
Research and ListenAssess Web Presence What sites are they most engaged  on? Read what they’ve written Read audience co...
Engage Comment Retweet Ask questionsInvite Invite to exclusive events Ask them to guest blog Then invite to test dri...
All of the Bacon and EggsBuild           #BrandAidTX
Planning for success
Checklist for Influencer outreach events Exclusive Tours Photos Social Media Properties Assets: USB Key and Dropbox E...
Encourage PhotosPlan           #BrandAidTX
Ron Swanson Macy’s Day Parade Float               #BrandAidTX
Measure results
What Success Looks Like                             Baseline                                Facebook Fans                ...
Social Media Club of DallasWebsite: http://smcdallas.orgTwitter: @SMCDallasFacebook: Facebook.com/SMCDallasHashtag: #smcda...
ThanksThanks•   TWITTER:   @MikeDMerrill•   EMAIL:     Mike.Merrill@ReachLocal.com•   BLOG:      http://blog.reachlocal.co...
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How To Identify Local Influencers - Mike Merrill #BrandAidTX 2013

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Presentation I gave on 1/23/13 for BrandAid TX event. http://www.brandaidconference.com/

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  • Today I plan to cover The why and what of influencer marketingThen we’ll spend quite a bit of time discussing ways to identify potential influencersOnce we’ve created a list of influencers then I’ll discuss ways to research and engageThen how to plan for successAnd a note about measurement
  • Just to pause for those who aren’t familiar with ReachLocal- Full Service online marketing company that helps small and local businesses acquire customers onlinePublicly traded on NASDAQ with now over 1,800 employees in over 70 offices and 9 countriesFeet on the street sales teams
  • The best advertising is a message from a friend. That in itself is word of mouth. But how do we get influencers to talk about your brand and become advocates
  • While most of us know this If you look at the trust level among consumers they place a premium on peer reviewsEven if the person you influence is the influencer it could be valuable. May heavily influenceThey know like and trust you.This also speaks to why online review sites require constant attention and feeding
  • Influence is the ability to shape thoughts, perceptions or behaviorOnline influence is the ability to cause effect, change behavior and drive measurable outcomes online – Brian Solis
  • Identifying influencers and ranking them in order of importanceMarketing to influencers, to increase awareness within influencer communityMarketing through influencers, using influencers to increase market awarenessMarketing with influencers, turning influencers into advocates
  • DavidSfry, the founder of popular blog ranking service technorati coined the term Magic Middle in 2006. He defines The Magic Middle as bloggers who have anywhere from 20 to 1000 inbound links. So when we start the process to identify influencers, we’ll consider folks who have an above average influence locally, and maybe regionally and potentially nationally. Typically for for someone to have influence they typically have to be an expert in their field. However for the sake of what I’m suggesting for dealers is that influencers have the capacity and audience to influence. So given that definition then, the value of influencers is they provide a unique audience for the message different that what you reach today.
  • Once an influencer chooses to take action online they can perform several actions with your involvement and encouragementShare content on their social media profiles typically where they have already established an audienceGuest post on your blog – potentially at your requestAuthor a blog post on their own blog which is potentially the biggest ask depending on the bloggers sense of conformity to their blog topicWhat else could they do? Not listed is they could potentially buy the product or service after reviewing or seeing it
  • So let’s look at Influencer Actions and OutcomesThis is a case study from Klout about the reach of a campaign in 2011. Now I know several of the influencers who participated in this and they were very vocal about their experience. Now many of you are wondering how much this cost? Klout Perks campaigns are rumored to run a minimum of $25,000 and up.
  • Influence is the ability to shape thoughts, perceptions or behaviorOnline influence is the ability to cause effect, change behavior and drive measurable outcomes online – Brian Solis
  • Start identifying the list of influencers from people who have already self-identified themselves as having an affinity for your brand. Start with your own satisfied customers or those you can likely convert to an advocate
  • My suggestion as you start this process is to build a spreadsheet of potential influencers you hope to engage. You’ll leverage this spreadsheet to understand where folks are most engaged with their audience.For many of you Facebook will is probably your most active social media profile. So why not identify the top 20-30 folks who are the most active. Using a free app from Booshaka.com you can generate a list of your top fans in a given month. This tool is free for facebook. It will install a tab that you can easily delete after it runs.You see here the top 9 fans on a specific page by # of engagements. These could be likes, comments or posts.
  • Here using Simply Measured I can pull a list of my followers with the greatest reachTrick here is to manually go into the spreadsheet and delete anyone outside your city/region that are not relevant. Additionally you’ll need to delete employees/suppliers, etc
  • Again you’ll want cleanse by locality and exclude employees, etc
  • One great tool when using Twitter is the Klout chrome extension. Now Hootsuite includes this when looking at an individual profile, but this plugin allows you to scan a list of users. Again, Klout is really the capacity to influence doesn’t always mean they influence anyone
  • Here’s a paid tool acquired by SEOMoz recently that if you are trying to scale this a bit more may be worth investing in. If you are an SEO Moz pro member FollowerWonk comes for free
  • As we start to look externally Google+ is an interesting place to start as it will represent the more tech savvy of influencers which is a good targetFindpeopleon plus is another for Google plus
  • Your Marketing Managers and Internet Marketing Managers should be encouraged to attend marketing related networking events to not only sharpen their skills but also be on the lookout for potential influencersSocial Media Clubs, American Marketing Association, PRSA Chapters, SEO groups, Meetups are a great way to identify potential influencers
  • Get to know the influencers before you engage them. Don’t’ start emailing them from their contact forms asking for something from them. And definitely don’t leavepromotional comments on their blogs, you need to understand how they operate. Once you’ve identified your list of 10-15 potential influencers, create a spreadsheet with all their properties or bookmark them into foldersMake sure you read at least 5-10 of their blog posts and study the type of comments that are left. Then, begin regularly leaving comments that add value to the overall conversation.Might identify them as an influencer on Twitter but get to know their entire email presenceRapportive app for gmail is very helpfulGet a feel for what they talk about and what’s important to themMight identify them as an influencer on Twitter but get to know their entire email presenceRapportive app for gmail is very helpfulYou are identifying people based on how they engage their audience. Probably not good to send them a Facebook Friend Request
  • Comment on appropriate postsRetweet their contentThank them for engagement on your own propertiesBuild an authentic relationshipInvite to exclusive eventsAsk them to guest blog on your siteWarm them up and if you don’t see them as responding take that as not interestedSee if there are ares of commonalitiesWhat platforms do they have the most engagement on? Maybe they preferBuild this program about what’s in for the the influencer? Free Car for the WeekNo direct messages or spam
  • Comment on appropriate postsRetweet their contentThank them for engagement on your own propertiesBuild an authentic relationshipInvite to exclusive eventsAsk them to guest blog on your siteWarm them up and if you don’t see them as responding take that as not interestedSee if there are ares of commonalitiesWhat platforms do they have the most engagement on? Maybe they preferBuild this program about what’s in for the the influencer? Free Car for the WeekNo direct messages or spam
  • Once we have identified and engaged influencers to take a test drive let’s make sure you plan for success
  • Transcript of "How To Identify Local Influencers - Mike Merrill #BrandAidTX 2013"

    1. 1. Leveraging Local InfluencersIncrease Word of MouthMike Merrill @MikeDMerrillDirector of Marketing, ReachLocal #BrandAidTX
    2. 2. Agenda1. Why Influencers matter2. Influence defined3. Identifying influencers4. Building relationships5. Planning for success6. Measuring successSlides: http://slideshare.net/mikedmerrill #BrandAidTX
    3. 3. About ReachLocal Full Service Public Company Industry Leader Global Enterprise 1,700 EMPLOYEES 68 OFFICES UNITED STATES, AUSTRALIA, CANADA, GERMANY, JAP AN, THE NETHERLANDS, & THE UNITED KINGDOMIntro #BrandAidTX
    4. 4. Nick Offerman is Ron Swanson #BrandAidTX
    5. 5. Why Leverage Influencers @MikeDMerrill
    6. 6. Best Advertising Is From a Peer“The basic idea here is that the best advertising isa message from a friend.” – Mark Zuckerberg
    7. 7. Influencers 92% 72% 15% Trust Trust TrustRecommendations Consumer Brand messages from people opinions online they knowNielsen Global Trust in Advertising Survey Q3 2011 Why #BrandAidTX
    8. 8. Ron Swanson: New American Hero #BrandAidTX
    9. 9. Influence Defined @MikeDMerrill
    10. 10. What is Influence?“The ability to cause effect, change behavior, “and drive measurable outcomes online.” – Brian Solis Influence #BrandAidTX
    11. 11. Measuring InfluenceKlout Mission Empower every person by unlocking their influence.Klout Score A number between one and 100 representing your overall social media influence. Influence #BrandAidTX
    12. 12. What is Influencer Marketing? 4 1. Identifying influencers 2. Marketing to influencers MAIN 3. Marketing through influencers 4. Marketing with influencers ACTIVITIESInfluence #BrandAidTX
    13. 13. Targeting the Magic Middle A-List Magic Middle Long TailPOPULARITY INFLUENCERS Influence #BrandAidTX
    14. 14. Potential Influencer Actions1. Share content via social media2. Guest post on your blog3. Author a blog postInfluence #BrandAidTX
    15. 15. Influence #BrandAidTX
    16. 16. #Bacon “ #BaconInfluence #BrandAidTX
    17. 17. Identifying Influencers @MikeDMerrill
    18. 18. Start WithinIdentify #BrandAidTX
    19. 19. Identify Top Facebook FansIdentify #BrandAidTX
    20. 20. Identify Top Twitter FollowersIdentify #BrandAidTX 20
    21. 21. Identify Top Twitter Influencers by KloutIdentify #BrandAidTX
    22. 22. Search Twitter with Klout Chrome ExtensionIdentify #BrandAidTX
    23. 23. Search Twitter with Klout Chrome ExtensionIdentify #BrandAidTX
    24. 24. Twitter Bio Searches – FollowerWonkIdentify #BrandAidTX
    25. 25. Create Twitter Lists to ListenIdentify #BrandAidTX
    26. 26. Identify Top Foursquare UsersIdentify #BrandAidTX
    27. 27. Influencers on Google +USERS TEND TO ME MORE TECH SAVVY Identify #BrandAidTX
    28. 28. Google +: FindPeopleonPlus.comIdentify #BrandAidTX
    29. 29. http://trendsmap.com/local/us/dallasIdentify using TrendsMapIdentify #BrandAidTX
    30. 30. Face to Face Events and Meetups • Social Media Club • American Marketing Association • SEO Groups • Internet Marketing • PRSA • Meetups • LinkedIn GroupsIdentify #BrandAidTX
    31. 31. … And Eggs #BrandAidTX
    32. 32. Building relationships @MikeDMerrill
    33. 33. Research and ListenAssess Web Presence What sites are they most engaged on? Read what they’ve written Read audience comments Get a sense of what’s importantBuild #BrandAidTX
    34. 34. Engage Comment Retweet Ask questionsInvite Invite to exclusive events Ask them to guest blog Then invite to test driveBuild #BrandAidTX
    35. 35. All of the Bacon and EggsBuild #BrandAidTX
    36. 36. Planning for success
    37. 37. Checklist for Influencer outreach events Exclusive Tours Photos Social Media Properties Assets: USB Key and Dropbox Examples of tweets/FB Posts/ Hashtag DisclosurePlan #BrandAidTX
    38. 38. Encourage PhotosPlan #BrandAidTX
    39. 39. Ron Swanson Macy’s Day Parade Float #BrandAidTX
    40. 40. Measure results
    41. 41. What Success Looks Like Baseline  Facebook Fans  Twitter Followers  Inbound Links  Mentions  Impressions  SEO Position for Business Name Facebook Twitter  Event Attendees SEO Inbound Links  Web Traffic to new program Mentions ImpressionsMeasure #BrandAidTX
    42. 42. Social Media Club of DallasWebsite: http://smcdallas.orgTwitter: @SMCDallasFacebook: Facebook.com/SMCDallasHashtag: #smcdallasUpcoming EventFebruary 21st 6pmMockingbird Station #BrandAidTX
    43. 43. ThanksThanks• TWITTER: @MikeDMerrill• EMAIL: Mike.Merrill@ReachLocal.com• BLOG: http://blog.reachlocal.com• WEBSITE: http://www.reachlocal.com• TWITTER: @ReachLocal

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