36. Example (circa 2001)
Scenario A
Friend: “Wow Rob, you’re such a musical influencer
and tastemaker, I worship the ground you walk on”
Me: “Have you guys heard of this new band, The
Strokes? They’re incredible, total game changers”
37. Example (circa 2001)
Scenario B
Friend: “Hey Rob! Check out this new band The
Strokes! They’re blowing up in England!”
Me: “Yeah they’re alright, I guess, man, whatever”
51. What I’m not saying:
• Email outreach is dead
• Bloggers and journalists don’t want to hear
from you
• We must try and trick people into sharing
our content
• That the Moon landing was faked
54. “You’re happy with 50 percent? You’re on top, and
you don’t have enough. You’re happy because
you’re successful. For now. But what is happiness?
It’s a moment before you need more happiness. I
won’t settle for 50 percent of anything. I want 100
percent. You’re happy with your agency? You’re not
happy with anything. You don’t want most of it, you
want all of it. And I won’t stop until you get all of it.”
65. • Web forums they hang out in
• Twitter chats where they participate
• Sites where they contribute and
comment
• Communities they identify with
Where in the world are
your influencers
69. Rand Fishkin
Likes:
• Nicholas Cage
• Pictures of birds that people have
photoshopped arms onto
• Cute pictures of puppies
• Business related topics
77. A real example
• They did some research using their
own data
• Wrote a post that appealed to a
specific audience
• Kept it relevant to current news
• In total about 8 hours of work
82. The spoils of victory
• ~70k pageviews
• 116 domains sent traffic in 24 hours
• Coverage in major media (Ars, Pando, Reddit)
• ~500 social shares
• More journalists believe them to be an authority
with future stories now (credibility increase)
83. 1. Find out where your “important
people” are hanging out
2. Don’t be afraid to get
exclusive
3. Get more creative with your
promotion
84. • Nothing makes journalists salivate
more than exclusives
• The right exclusive story can make a
career
• Exclusives still give the perception of
influence, even when pitched
Exclusives
91. • You should have the idea in front of
several influencers early in the process
• Subtlety hint that you’re shopping the
idea around (competition)
• Figure out who is most interested and
give them exclusive access to the
finished product
Exclusives
92. • Interesting proprietary data
• A high quality piece of content
• An anecdotal story about your business
• A new product or service release
• Interviews with high level employees
What makes a good exclusive
93. 1. Find out where your
“important people” are
hanging out
2. Don’t be afraid to get
exclusive
3. Get more creative with your
promotion
100. When was the last time
you got something fun in
the mail?
101.
102. Snail mail
• Previous efforts saw a response rate of only 10%
• Had over 70% of people activate the turntable via
their smartphones
• 42% clicked on a link to the Kontor Records
website on their phones
• Covered by SPIN, TrendHunter and Hypebot
(double whammy, coverage and conversion)
108. …there’s a lesson here
• Timing is everything – the drone stunt was right
before Black Friday, all eyes on Amazon
• It doesn’t need to be “real”
• Keep it related to your brand
• Find a hook, something that will really grab the
attention of the media based on relevance
126. Key takeaways
• Play into the psychological elements of how
influencers choose what to share
• Seek a high level exclusive before mass
promotion
• Create a mystery around new and exciting
things you’re working on