Hands On: Identifying Influencers


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With the media in decline, the dynamics of influence have changed dramatically. Individual bloggers, Twitter members and Facebook fan page administrators can have significant influence over a market, particularly in the B2B realm. This presentation gives you hands-on advice on how to find influential people, engage their attention and cultivate them as lead generation sources. We go in-depth to look at alternative search techniques using tags, social bookmarking sites, blogrolls and user-generated content communities. We also cover steps for reaching out and building long-lasting relationships with these new influencers.

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  • By committing to the program for one year, the Insiders agreed to: Participate in Intel-focused events throughout the year for education purposes Provide feedback on Intel’s social media activities so that Intel could develop best practices In return, the Insiders would receive special “inside” access to Intel embargoed news, executive dialogues, exclusive events and visibility on Intel social web properties. We continuously engaged them with the brand by publicly disclosing that we were seeding them the latest Intel-powered devices on the market, consulting them for advice and feedback prior to most major online community engagements, and integrating them into Intel campaigns.
  • Hands On: Identifying Influencers

    1. 1. Identifying and Engaging Online Influencers Paul Gillin, Author The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer
    2. 2. New Influencers are Passionate – Both Pro and Con Source: Sean Moffitt, BuzzCanuck Desire to Influence Others Brand Engagement Passive Active Reject Favor Traditional Influencers Authoritative 3 rd parties, community leaders, press, gov’t. Haters Lovers Critics Enthusiasts Skeptics Mainstream Dismissers Followers
    3. 3. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
    4. 5. Hands-on example For an energy management ISV, we want to identify influencers who specialize in building environmentals.
    5. 6. Start With A Google Blog Search Tip: Use advanced search!
    6. 7. Look for authority and fans This one looks promising
    7. 8. Open and Examine Results Signs to look for Old entries Low interaction Spam blogs Possible competitor?
    8. 9. Technorati Rates Blogs Authority ratings show activity, inbound links
    9. 10. Profiles show interests and followers Fans share passion Tag cloud shows interests
    10. 11. Signs of Life Multiple social outlets Active comments Advertising Dedicated domain
    11. 12. Use Website Grader and Compete.com
    12. 13. Who’s Following? Facebook Twitter Inbound links
    13. 14. Mining a blog Blogroll leads to relevant sites Who do they link to?
    14. 15. Other Venues 3,000 “fans” 9,000 “fans” 3,800 members 1,700 members
    15. 16. Other Venues
    16. 17. Specialty & Multi-contributor
    17. 18. Little-Known Listening Gems Social bookmarking sites Social Media Search Website Evaluators
    18. 19. OK, so now what? <ul><li>Read, comment, understand </li></ul><ul><li>Reach out with something of value </li></ul><ul><li>Play to ego, self-importance </li></ul><ul><li>Treat online influencers as you would the media </li></ul><ul><li>Engage before you pitch </li></ul>
    19. 20. Engagement tactics <ul><li>Invite them into the club </li></ul><ul><li>Offer links or small promotions </li></ul><ul><li>Use discounts, giveaways, contests, free trials </li></ul><ul><li>Never edit or censor what they say </li></ul><ul><li>Consider affiliate programs </li></ul>
    20. 21. How to Engage Dear <blogger name>: I'm a big fan of your site, <blog title>, and think you provide a tremendous value to the construction trade. I would like you to know about a new site we have just launched... Wrong Right Dear Susie: GreenBuildingElements.com is a must-read for us here at Energy Efficient Solutions. We particularly like your focus on designing homes with sustainability in mind. I have personally recommended your Green Building 101 Series to several of my colleagues as examples of how the process of building green homes can be fundamentally rethought. As you wrote recently, &quot;It all starts with the foundation. So let’s start from the beginning.&quot;
    21. 22. The Twitter Equation <ul><li>Follow people you admire </li></ul><ul><li>Comment upon and retweet their messages </li></ul><ul><li>Include their Twitter name </li></ul><ul><li>If they follow you, thank them </li></ul><ul><li>Ask for advice, input </li></ul><ul><li>It’s occasionally OK to ask for a RT </li></ul><ul><li>They know they’re important; don’t abuse the relationship </li></ul>Checking out &quot;Facebook and Health Ads&quot; on @WEGOHealth : http://ning.it/93dQ6z Tweeps: I'm in front of a college journalism class. What shld these students know abt social media. RT @tshuttleworth: This is the golden age of engagement for book publishers. - Arianna Huffington #toccon
    22. 23. Influencer Relations “ Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.” <ul><li>In B2C market, influencer relations successes include: </li></ul><ul><li>Molson Beer </li></ul><ul><li>Toro Lawnmowers </li></ul><ul><li>Zarafina Tea </li></ul><ul><li>PBS </li></ul><ul><li>Parents magazine </li></ul>Goal Turn customers into fans Tactic Recruit 10 prominent bloggers for access, trials Metrics Blog posts, videos, tweets, traffic Results One video received 320,000 views 6,200 downloads of Facebook app Many blog entries Program renewed for second year Quote “ 12 months of relationship building, meetups and feedback gathering has changed the way we think, act and plan our communications and events.” -Ken Kaplan, Intel
    23. 24. Recruit <ul><li>Action: Turn enthusiasts into promoters Tools: Widgets, tchotchkes, access, retreats </li></ul><ul><li>Objective: Build low-cost virtual sales force of informed customers </li></ul><ul><li>Result: Brand visibility; sales leads </li></ul>
    24. 26. Thank You! Paul Gillin 508-656-0734 [email_address] Site: gillin.com Blog: paulgillin.com Twitter: pgillin