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Leveraging Local InfluencersIncrease Dealership Word of Mouth                                  Mike Merrill               ...
Agenda1.   Why influencers matter2.   Influence defined3.   Identifying influencers4.   Building relationships5.   Plannin...
About ReachLocal       Full Service   Public Company    Industry Leader   Global Enterprise                      1,700 EMP...
WHY LEVERAGE INFLUENCERS                         Mike Merrill                @MikeDMerrill                              #D...
Best Advertising Is From a Peer“The basic idea here is that the best advertising is amessage from a friend.”              ...
Influencers are Trusted Peers92 %              72%                         15 %Trust Trust TrustRecommendations     Consum...
“    The ability to cause effect, change behavior, and    drive measurable outcomes online. ”                             ...
Measuring InfluenceKlout Mission   Empower every person by unlocking their influence.Klout Score   A number between one an...
What is Influencer Marketing?   4         1. Identifying influencers             2. Marketing to influencers             3...
Targeting the Magic Middle             A-List   Magic Middle               Long TailPOPULARITY                            ...
Possible Influencer Actions1. Share content via social media2. Guest post on your blog3. Author a blog post               ...
Mike Merrill@MikeDMerrill              #DSES12
Start WithinIDENTIFYING INFLUENCERS                           Mike Merrill                  @MikeDMerrill                 ...
Identify Top Facebook Fans                          Mike Merrill                 @MikeDMerrill                            ...
Identify Top Twitter Followers                             Mike Merrill                    @MikeDMerrill                  ...
Identify Top Twitter Influencers by Klout                                   Mike Merrill                          @MikeDMe...
Identify Top Foursquare Users                            Mike Merrill                   @MikeDMerrill                     ...
External to network: Google             +USERS TEND TO ME MORE TECH SAVVY                                            Mike ...
Search Twitter with Klout Chrome Extension                                   Mike Merrill                          @MikeDM...
Advanced Twitter Searches with Klout                               Mike Merrill                      @MikeDMerrill        ...
Identify Twitter Users More Specifically                                  Mike Merrill                         @MikeDMerri...
Identify using TrendsMap                         Mike Merrill                @MikeDMerrill                              #D...
Face to Face Networking               •     Social Media Club               •     American Marketing Association          ...
Create   Twitter Lists to Listen                               Mike Merrill                      @MikeDMerrill            ...
BUILDING RELATIONSHIPS                           Mike Merrill                  @MikeDMerrill                              ...
Research and ListenFully Understand Web Presence What sites are they most  engaged on? Read what they’ve written Read a...
Engage Comment Retweet Ask questionsInvite Invite to exclusive events Ask them to guest blog Then invite to test dri...
PLANNING FOR SUCCESS                          Mike Merrill                 @MikeDMerrill                               #DS...
Delivery Checklist Dealership & staff tour Photos Monroney Social Media Properties Assets: USB Key and Dropbox Examp...
Take Photos During Delivery                           Mike Merrill                  @MikeDMerrill                         ...
MEASURE ACTIVITY                            Mike Merrill                   @MikeDMerrill                                 #...
What to measure                                         Baseline                                            Facebook Fans...
What Success Looks Like                          Mike Merrill                 @MikeDMerrill                               ...
THANKSTWITTER:   @MikeDMerrillEMAIL:     Mike.Merrill@ReachLocal.comBLOG:      http://blog.reachlocal.comWEBSITE:   http:/...
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How to Identify and Leverage Local Influencers to Drive Car Dealership Word of Mouth - Driving Sales

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Mike Merrill delivered this talk at the DrivingSales Executive Summit 2012 outlining do it yourself strategies to identify local influencers to reach a new audience.

Published in: Automotive
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How to Identify and Leverage Local Influencers to Drive Car Dealership Word of Mouth - Driving Sales

  1. 1. Leveraging Local InfluencersIncrease Dealership Word of Mouth Mike Merrill Director of Marketing, ReachLocal @MikeDMerrill #DSES12
  2. 2. Agenda1. Why influencers matter2. Influence defined3. Identifying influencers4. Building relationships5. Planning for success6. Measuring success Mike Merrill @MikeDMerrill #DSES12
  3. 3. About ReachLocal Full Service Public Company Industry Leader Global Enterprise 1,700 EMPLOYEES 68 OFFICES UNITED STATES, AUSTRALIA, CANADA, GERMANY, JAPAN, THE NETHERLANDS, & THE UNITED KINGDOM Mike Merrill @MikeDMerrill #DSES12
  4. 4. WHY LEVERAGE INFLUENCERS Mike Merrill @MikeDMerrill #DSES12
  5. 5. Best Advertising Is From a Peer“The basic idea here is that the best advertising is amessage from a friend.” – Mark Zuckerberg Mike Merrill @MikeDMerrill #DSES12
  6. 6. Influencers are Trusted Peers92 % 72% 15 %Trust Trust TrustRecommendations Consumer Brand messages from people opinions online they know Nielsen Global Trust in Advertising Survey Q3 2011 Mike Merrill @MikeDMerrill #DSES12
  7. 7. “ The ability to cause effect, change behavior, and drive measurable outcomes online. ” – Brian Solis INFLUENCE DEFINED Mike Merrill @MikeDMerrill #DSES12
  8. 8. Measuring InfluenceKlout Mission Empower every person by unlocking their influence.Klout Score A number between one and 100 representing your overall social media influence. Mike Merrill @MikeDMerrill #DSES12
  9. 9. What is Influencer Marketing? 4 1. Identifying influencers 2. Marketing to influencers 3. Marketing throughMAIN influencersACTIVITIES 4. Marketing with influencers Mike Merrill @MikeDMerrill #DSES12
  10. 10. Targeting the Magic Middle A-List Magic Middle Long TailPOPULARITY INFLUENCERS Mike Merrill @MikeDMerrill #DSES12
  11. 11. Possible Influencer Actions1. Share content via social media2. Guest post on your blog3. Author a blog post Mike Merrill @MikeDMerrill #DSES12
  12. 12. Mike Merrill@MikeDMerrill #DSES12
  13. 13. Start WithinIDENTIFYING INFLUENCERS Mike Merrill @MikeDMerrill #DSES12
  14. 14. Identify Top Facebook Fans Mike Merrill @MikeDMerrill #DSES12
  15. 15. Identify Top Twitter Followers Mike Merrill @MikeDMerrill #DSES12
  16. 16. Identify Top Twitter Influencers by Klout Mike Merrill @MikeDMerrill #DSES12
  17. 17. Identify Top Foursquare Users Mike Merrill @MikeDMerrill #DSES12
  18. 18. External to network: Google +USERS TEND TO ME MORE TECH SAVVY Mike Merrill @MikeDMerrill #DSES12
  19. 19. Search Twitter with Klout Chrome Extension Mike Merrill @MikeDMerrill #DSES12
  20. 20. Advanced Twitter Searches with Klout Mike Merrill @MikeDMerrill #DSES12
  21. 21. Identify Twitter Users More Specifically Mike Merrill @MikeDMerrill #DSES12
  22. 22. Identify using TrendsMap Mike Merrill @MikeDMerrill #DSES12
  23. 23. Face to Face Networking • Social Media Club • American Marketing Association • SEO Groups • Internet Marketing • PRSA • Meetups • LinkedIn Groups Mike Merrill @MikeDMerrill #DSES12
  24. 24. Create Twitter Lists to Listen Mike Merrill @MikeDMerrill #DSES12
  25. 25. BUILDING RELATIONSHIPS Mike Merrill @MikeDMerrill #DSES12
  26. 26. Research and ListenFully Understand Web Presence What sites are they most engaged on? Read what they’ve written Read audience comments Get a sense of what’s important Mike Merrill @MikeDMerrill #DSES12
  27. 27. Engage Comment Retweet Ask questionsInvite Invite to exclusive events Ask them to guest blog Then invite to test drive Mike Merrill @MikeDMerrill #DSES12
  28. 28. PLANNING FOR SUCCESS Mike Merrill @MikeDMerrill #DSES12
  29. 29. Delivery Checklist Dealership & staff tour Photos Monroney Social Media Properties Assets: USB Key and Dropbox Examples of tweets/FB Posts/ Hashtag Test Drive Document Disclosure Mike Merrill @MikeDMerrill #DSES12
  30. 30. Take Photos During Delivery Mike Merrill @MikeDMerrill #DSES12
  31. 31. MEASURE ACTIVITY Mike Merrill @MikeDMerrill #DSES12
  32. 32. What to measure Baseline  Facebook Fans  Twitter Followers  Inbound Links  Mentions  ImpressionsFacebook Twitter SEO  SEO Position for Business NameInbound Links Mentions Impressions Mike Merrill @MikeDMerrill #DSES12
  33. 33. What Success Looks Like Mike Merrill @MikeDMerrill #DSES12
  34. 34. THANKSTWITTER: @MikeDMerrillEMAIL: Mike.Merrill@ReachLocal.comBLOG: http://blog.reachlocal.comWEBSITE: http://www.reachlocal.comTWITTER: @ReachLocal Mike Merrill @MikeDMerrill #DSES12

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