Influencer Relations: Building and Nurturing Relationships

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Experienced PR pros know that while having a great story is important, you need to reach the right people to get the story told. Building strong relationships with key influencers is an integral element in digital PR strategies. In this presentation, Heather Whaling reveals 5 steps to build and nurture relationships with key influencers.

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Influencer Relations: Building and Nurturing Relationships

  1. 1. a fresh approach to networking:Building Relationships with Influencers (a virtual workshop) #MMIWorkshop Heather Whaling heather@gebencommunication.com prtini.com • @prTini
  2. 2. Opportunity #1: Better connections, relationshipsPR: Still a relationship-driven business
  3. 3. Who are these people? •  Bloggers •  Facebook admins •  “Tweeters” •  Brand advocates •  Media •  Referral sources •  Current & potential customers#MMIWorkshop • @prTini
  4. 4. Audience vs Advocacy Awareness vs Action “We overrate audience and underrate advocacy.” – @jaybaer#MMIWorkshop • @prTini
  5. 5. 5 Ways to Initiate & Nurture Relationships
  6. 6. 1 Social “Stalking” (and I mean that in the nicest possible way) Twitter lists: •  Customers/clients •  Online influencers •  Media/bloggers •  Analysts List tips: •  Build multiple lists (public or private) •  Keep them manageable •  Find/identify interaction opportunities •  Differentiate between strategic & conversational posts#MMIWorkshop • @prTini
  7. 7. 2 More Social “Stalking” Newsle Lists* •  Referral sources •  Prospects •  Clients/customers (main contacts & decision makers) •  Media and influencers you’ve previously worked with •  Media and influencers you want to work with •  Industry-specific gatekeepers •  Industry-specific thought-leaders •  Role models and people in inspire/motivate you •  People “in your corner” *Note: Many of these ideas work for brands and individuals#MMIWorkshop • @prTini
  8. 8. 3 Make the First Move #WorkHacks:* Feedly (app) BufferApp.com Newsle.com Ifttt.com*Shamelessly stealing this phrase from @PRSarahEvans
  9. 9. 4 Back to BasicsOnline Connections  Offline Relationships•  Handwritten notes•  Apps that send cards•  Skype, G+ Hangouts, or even telephone!•  In-person meet-ups#MMIWorkshop • @prTini
  10. 10. 5 Incentivize Behaviors, Drive Repetition#MMIWorkshop • @prTini
  11. 11. Meet Dave, @MVNUSID#MMIWorkshop • @prTini
  12. 12. case study Outback Uses Surprise & Delight to Celebrate @MVNUSID’s Birthday#MMIWorkshop • @prTini
  13. 13. #MMIWorkshop • @prTini
  14. 14. Surprise: •  $45 gift certificate for Dave •  Outback backpack •  40 individually wrapped presents for Dave to distribute Amplification: •  39 videos •  Jack Hanna on local TV •  Debbie Gibson on YouTube#MMIWorkshop • @prTini
  15. 15. “Customers crave truly authentic relationships. Customers who are empowered will take action on behalf of the brand.” – @Outback#MMIWorkshop • @prTini
  16. 16. Influencer outreach isn’t media relations
  17. 17. Most bloggers: •  Aren’t breaking news •  Answer to communities, not editors •  Haven’t graduated from journalism school •  Don’t want your press releases#MMIWorkshop • @prTini
  18. 18. Bad Influencer RelationsMatrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
  19. 19. Good Blogger RelationsMatrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
  20. 20. 5 Cs of Influencer/Blogger Relations •  Cultivate relationships. •  Collaborate to develop mutually beneficial relationships. •  Without solid content, you won’t secure coverage. •  Influencers answer to their community, not an editor. •  What’s the ask? Communicate clearly and succinctly so they can evaluate the opportunity.#MMIWorkshop • @prTini
  21. 21. “You have to earn the right to sell something in the same way you earn the right to ask a favor.” – Renegades Write the Rules, @AmyJoMartin#MMIWorkshop • @prTini
  22. 22. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices.#MMIWorkshop • @prTini

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