0
Finding & Engaging
Influencers: Questions /
Methods / Practices
Presented by:
Adam Proehl
@adamproehl
About Me
• In Digital Marketing since 1998; specialize in complex & multichannel sales
• Principle at NordicClick Interact...
Definition

Source: Dictionary.com

@adamproehl
Definition

Source: Dictionary.com

@adamproehl
Definition

on

Source: Dictionary.com

@adamproehl
So This Is
Really
Nothing New
@adamproehl
Magazine Ads

Well, if it’s OK with the doctor…

@adamproehl
Guerilla Marketing – Old School

Weinermobile 1938

Goodyear Blimp 1925

@adamproehl
6 Things to
Think About
@adamproehl
#1 Key First Questions

@adamproehl
#1: Key First Questions
• What is my business objective?
• Types of influencers? Who are they?
• What’s realistic?
• Needs...
#2 Where to Look

@adamproehl
#2 Where to Look
A) Your own network & database

@adamproehl
#2 Where to Look
Example - Pinterest:

www.pinterest.com/source/YOUR_DOMAIN.com
@adamproehl
#2 Where to Look
Example – Facebook:

Know who’s checking in
@adamproehl
#2 Where to Look
Example – Email Database:

•
•
•
•

Behavior
Segments
Engagement
Interaction

@adamproehl
#2: Where to Look
B) Outside Influencers
Example: Niche Industry Blogger

@adamproehl
#2: Where to Look
Example: Niche Industry Blogger
Tool: Followerwonk
•

Bio Search

•

Influencers

•

“Wonk Score”

•

Go...
#2: Where to Look
Example: Niche Industry Blogger
“Pharmaceutical &
Medical Device
Packaging &
Labeling”

• Twitter Lists
...
#2: Where to Look
Example: Journalists
More than
90% use
Facebook,
Linkedin, &
Twitter
Used to be free
@adamproehl
#2: Where to Look
Example: Journalists / Media / Bloggers

Competitors

@adamproehl
#2: Where to Look
C) Chats & Forums
List of Chats: http://bit.ly/ubtjt3
• Google Spreadsheet
• Several lists floating out ...
#3 Make them feel special

@adamproehl
#3 Make them feel special

• Customer Loyalty
• Nothing New

@adamproehl
#3: Make them feel special
Customer Loyalty Examples:

@adamproehl
#3 Make them feel special

• Customer Support
• Again, Nothing New

@adamproehl
#4 Think about the Rat’s _ss
• Why should anyone care?
• Will the right people care?

• Does it solve anything?
• Does it ...
#5

Don’t Be a Social Media
Douchebag Marketer

@adamproehl
#5: No Douchbaggery
• Nothing wrong with connecting
• Nothing wrong with an ad or promoted
post
• Nothing wrong with an oc...
#5: No Douchbaggery
This is you:

Until you prove yourself otherwise
@adamproehl
#5: No Douchbaggery
Tool:

@adamproehl
#6

Think About “Who
Influences the
Influencer”

@adamproehl
#6: Who Influences the
Influencer?
Why you should care:

Someone else needs to think
you’re great.

@adamproehl
Tool:

#6: Who Influences the
Influencer?

Foller

www.foller.me

@adamproehl
Thank You
Adam Proehl
adam@nordicclick.com
@adamproehl

@adamproehl
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Finding & Engaging Influencers: Best Practices

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Learn 6 best practices for finding and engaging with your top industry influencers.

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Transcript of "Finding & Engaging Influencers: Best Practices"

  1. 1. Finding & Engaging Influencers: Questions / Methods / Practices Presented by: Adam Proehl @adamproehl
  2. 2. About Me • In Digital Marketing since 1998; specialize in complex & multichannel sales • Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis • Spoken at many industry conferences including Pubcon, SEMPO, eMetrics, B2B, OMS, SES, MDMA, BMA • Instructor at the Online Marketing Institute & University of San Francisco • Long Suffering Minnesota Sports Fan @adamproehl
  3. 3. Definition Source: Dictionary.com @adamproehl
  4. 4. Definition Source: Dictionary.com @adamproehl
  5. 5. Definition on Source: Dictionary.com @adamproehl
  6. 6. So This Is Really Nothing New @adamproehl
  7. 7. Magazine Ads Well, if it’s OK with the doctor… @adamproehl
  8. 8. Guerilla Marketing – Old School Weinermobile 1938 Goodyear Blimp 1925 @adamproehl
  9. 9. 6 Things to Think About @adamproehl
  10. 10. #1 Key First Questions @adamproehl
  11. 11. #1: Key First Questions • What is my business objective? • Types of influencers? Who are they? • What’s realistic? • Needs of customers • What will an “influencer” actually care about? @adamproehl
  12. 12. #2 Where to Look @adamproehl
  13. 13. #2 Where to Look A) Your own network & database @adamproehl
  14. 14. #2 Where to Look Example - Pinterest: www.pinterest.com/source/YOUR_DOMAIN.com @adamproehl
  15. 15. #2 Where to Look Example – Facebook: Know who’s checking in @adamproehl
  16. 16. #2 Where to Look Example – Email Database: • • • • Behavior Segments Engagement Interaction @adamproehl
  17. 17. #2: Where to Look B) Outside Influencers Example: Niche Industry Blogger @adamproehl
  18. 18. #2: Where to Look Example: Niche Industry Blogger Tool: Followerwonk • Bio Search • Influencers • “Wonk Score” • Good Starting Point • Geo @adamproehl
  19. 19. #2: Where to Look Example: Niche Industry Blogger “Pharmaceutical & Medical Device Packaging & Labeling” • Twitter Lists • G+ Circles @adamproehl
  20. 20. #2: Where to Look Example: Journalists More than 90% use Facebook, Linkedin, & Twitter Used to be free @adamproehl
  21. 21. #2: Where to Look Example: Journalists / Media / Bloggers Competitors @adamproehl
  22. 22. #2: Where to Look C) Chats & Forums List of Chats: http://bit.ly/ubtjt3 • Google Spreadsheet • Several lists floating out there • Participate • Create your own – topic related; no shameless pimping @adamproehl
  23. 23. #3 Make them feel special @adamproehl
  24. 24. #3 Make them feel special • Customer Loyalty • Nothing New @adamproehl
  25. 25. #3: Make them feel special Customer Loyalty Examples: @adamproehl
  26. 26. #3 Make them feel special • Customer Support • Again, Nothing New @adamproehl
  27. 27. #4 Think about the Rat’s _ss • Why should anyone care? • Will the right people care? • Does it solve anything? • Does it mean something to your intended audience? • Is it a shameless plug? @adamproehl
  28. 28. #5 Don’t Be a Social Media Douchebag Marketer @adamproehl
  29. 29. #5: No Douchbaggery • Nothing wrong with connecting • Nothing wrong with an ad or promoted post • Nothing wrong with an occasional pitch …but @adamproehl
  30. 30. #5: No Douchbaggery This is you: Until you prove yourself otherwise @adamproehl
  31. 31. #5: No Douchbaggery Tool: @adamproehl
  32. 32. #6 Think About “Who Influences the Influencer” @adamproehl
  33. 33. #6: Who Influences the Influencer? Why you should care: Someone else needs to think you’re great. @adamproehl
  34. 34. Tool: #6: Who Influences the Influencer? Foller www.foller.me @adamproehl
  35. 35. Thank You Adam Proehl adam@nordicclick.com @adamproehl @adamproehl
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