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Getting the right people to talk about your company

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We all want earned media. Influencer marketing is the process of identifying, engaging, supporting and learning from the people who create the conversations that impact your brand, products or services. Focusing on influencers is the most effective path to getting the right people to talk about your company.

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Getting the right people to talk about your company

  1. 1. Getting the RightPeople to Talk about Your Company @MarketingCampSV Facilitated by Evy Wilkins @mainwilk from @Traackr
  2. 2. Who am I?• By day:VP Marketing @Traackr• On the weekends: Amateur surfer• All the time: Interested in how people amplify what they are saying, doing, being, creating.
  3. 3. What can we do in 45 minutes?• 0 - 5: Intro + agenda• 5 - 15: What are a few ways influencers can impact our brands and products?• 15 - 25: What is the hardest part about getting people to talk about your company?• 25 - 35: What have you tried that worked?• 35 - 45: Share ideas with the group
  4. 4. First, what the heck is an influencer? It’s someone with: Passion + Expertise + Audience
  5. 5. Is influence bad? Nope. because...
  6. 6. Influence isAUTHENTIC and CONTEXTUAL
  7. 7. Influence is authentic and contextual Authentic:You have to really care about the people you want to engage with you.
  8. 8. Influence is authentic and contextual Contextual: Take a moment to define the conversation you want to be a part of. Hint. Technology bloggers is too broad. Same goes for mommy bloggers, foodies, CTOs...
  9. 9. Why focus on influencers?A) You’ll get your messages out more effectivelyB) You’ll go from one to many effectivelyC) You’ll save time because by concentrating onthe right channels and peopleD) You’ll make better decisions because you havea pulse on the trends
  10. 10. ... so influencer marketing is...identifying, engaging, supporting and learning from thepeople who create the conversations that impact your brand, products or services.
  11. 11. How can influencers help spread your gospel?
  12. 12. How can influencers help spread your gospel? Increase Awareness 27 blog posts = ~1,000,000 visits Define a specific audience Find influencers that fit the bill Reach out to them with a compelling offer Measure what they do with it
  13. 13. How can influencers help spread your gospel? Create Credibility Transition to publisher and deliver compelling content Define who your influencers are Study their content What types of questions do they ask? What themes do they focus on? Develop content that supports that community and engages them.
  14. 14. How can influencers help spread your gospel? Help Anticipate or Learn Faster Spot prime moments to reach out to prospects Who are your ideal customers?Find them online by figuring out what they converse about Listen to them and engage Opportune moments to tell them about you WILL arise
  15. 15. How do you set it in motion?Start small: Something in your controlPick a goal: Increase traffic to our blogDefine your influencers: Keywords --> PeopleGet creative: Interview series, influencer program?Decide what success means: Traffic, new conversations
  16. 16. Now time to startgetting the right people to talk about your company. Questions? Want to chat more? @mainwilk or @Traackr http://traackr.com/blog/

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