Presentation given by Adam Proehl on February 7, 2012 at OMS San Diego.

1. Finding & Engaging Influencers
February 7, 2012
Adam Proehl
Managing Partner, NordicClick Interactive
@adamproehl

2. About Me
• In Online Marketing since 1997; specialize in complex &
multi-channel sales
• Principle at NordicClick Interactive – a full service Digital
Marketing Agency based in Minneapolis
• Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, SES, DMA,
BMA
• Instructor at the Online Marketing Institute
• Long Suffering Minnesota Sports Fan
@adamproehl

3. About this Session
Is:
• Tactical, practical how to’s
• Stuff you can do today
Is Not:
• Futuristic predictions
• Chart overload

4. Notes Before We Begin
Just
thought
this was
funny
@adamproehl

5. Finding & Engaging Influencers
Goals
Determining Influencer
Measurements
Engaging Influencers
@adamproehl

6. Notes Before We Begin
@adamproehl

7. Notes Before We Begin
Multiple Paths to Influencers
Direct
Indirect
Roundabout
Multi-Step
Handoff
@adamproehl

8. GOALS

9. GOALS
Question # 1 (of 2)
Simple:
What is my business
objective?
@adamproehl

10. GOALS
Example:
Business
Development
@adamproehl

11. GOALS
Example:
Build Brand
Awareness
@adamproehl

12. GOALS
Example:
“Feel Good”
Retention for
Current
Customers
@adamproehl

13. DETERMINING INFLUENCERS

14. Who Can Influence Your Brand?
Question # 2 (of 2)
Little More Thought:
What type influencers
do I need to reach?
@adamproehl

15. Who’s the more powerful
influencer for your brand?
Authority: Peer:
@adamproehl

16. Example Influencer
Journalists
93% use Facebook
92% use LinkedIn
90% use Twitter
*Source: Social Times
@adamproehl

17. Who Can Influence Your Brand?
Tool: Muck Rack
Muckrack.org
@adamproehl

18. Who Can Influence Your Brand?
www.foller.me
Tool: Foller
• User Info
• Topics
• Hashtags
• Mentions
• Geography
@adamproehl

19. Example Influencer
Bloggers
@adamproehl

20. Who Can Influence Your Brand?
Finding Influencers - Tool: Followerwonk
• Bio Search
• Influencers
• “Wonk Score”
• Good Starting
Point
• Geo
@adamproehl

21. Who Can Influence Your Brand?
Whose Blogs Influence?
@adamproehl

22. Who Can Influence Your Brand?
Whose Blogs Influence?
@adamproehl

23. Who Can Influence Your Brand?
@adamproehl

24. Who Influences the Influencer?
• Twitter Lists
• G+ Circles
@adamproehl

25. Who influences the influencer?
Tool: Mentionmapp
www.mentionmapp.com
@adamproehl

26. Example Influencer
Board Members & Old School Networkers
“What IS
that
annoying
chirping
bird?”
@adamproehl

27. When they’re big, but not on social
Things to Know:
• They pay attention to offline or online media
• No idea what a Klout score is
• Capable of opening some really big doors
• Social can lead to them, but not directly
@adamproehl

28. • Reporters
• Bloggers
• Board Members
• Old School Networkers
• Recognized Industry Influencers
More Complicated

29. Example Influencer
“Someone
like me”
@adamproehl

30. Embrace & Engage
• The Check In
Social Butterflies
@adamproehl

31. Embrace & Engage
• Food Porn
*Disclaimer: Not an endorsement of food porn because honestly too much of
it from the same poster really gets annoying.
@adamproehl

32. Embrace & Engage
• Link Sharing
@adamproehl

33. Embrace & Engage
• Commenters & Wall Posters
@adamproehl

34. Embrace & Engage
• Support Audience
@adamproehl

35. Embrace & Engage
Tool: Get Satisfaction
Price: Starting $19/mo
@adamproehl

36. MEASUREMENTS

37. Measurements
Tool: The “Almighty” Klout Score?!?
• Much Controversy (among those who care)
• Don’t worry too much about it
Guide, but NOT Final Arbiter
@adamproehl

38. Measurements
@adamproehl

39. Measurements
Tool: Kred
• Past 1000 days of data
• No secret sauce algorithm
• Stay tuned
@adamproehl

40. Measurements
Tool: Tweriod
Simple: When is
the best time to
tweet to your
followers?
@adamproehl

41. Measurements
Tool: Retweetrank
Simple Premise:
Who’s likely to get
retweeted
www.retweetrank.com
@adamproehl

42. Measurements
Tool: TweetReach
Simple Premise:
How far will a
tweet from this
user go?
Free for last 50
tweets
www.tweetreach.com
@adamproehl

43. Measurements
• Podcasts
• Video
• Shares
• Popularity
@adamproehl

44. Measurements
Tool: Hashtags.org
@adamproehl

45. ENGAGING POTENTIAL
INFLUENCERS

46. Engaging Potential Influencers
Blogs:
• Find bloggers likely to
engage on comments
• Link to it
• Thank & Comment
• Tweet & ReTweet their links
• On Twitter, give them an
@reply
@adamproehl

47. Engaging Potential Influencers
Twitter Chats
• Easy to Participate
• Just know the #hashtag
• Variety of Topics
• Or Just Watch
@adamproehl

48. Engaging Potential Influencers
List of Chats: http://bit.ly/ubtjt3
• Google Spreadsheet
• Several lists floating out there
• Participate
• Create your Own
@adamproehl

49. Engaging Potential Influencers
Engaging Influencers:
• Find Your Angle:
• “Did you also think of this”
• “Also applies here”
• Don’t be afraid to disagree
@adamproehl

50. Engaging Potential Influencers
Engaging Influencers:
• Avoid the “Bobblehead”
Mentality
• Add value, even if you
don’t agree
@adamproehl

51. Engaging Potential Influencers
Pay to Target:
• Facebook Ads
• LinkedIn Ads
- Soft Sell / Branding
- Measure Branded Queries
@adamproehl

52. Engaging Potential Influencers
Industry Tradeshows
• Most suck at Social Media!
• Step in and lead
@adamproehl

53. Engaging Potential Influencers
Leverage current databases
Tool:

54. Key Takeaways
• Set your goals
• Know where to start (blogs, social sites,
podcasts, monitoring tools)
• Variety of free resources available to assist
• Listen & help WAY more than you talk
• Doesn’t cost much, but does take work
@adamproehl

55. Thank You
Finding & Engaging
Influencers
Adam Proehl
Managing Partner, NordicClick Interactive
adam@nordicclick.com
952-261-2205
@adamproehl
www.linkedin.com/in/adamproehl
@adamproehl