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Influencer Outreach Best Practices - BlogWorld LA 2011

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In this BlogWorld LA 2011 presentation, Greg Swan (vice president of digital strategy at Weber Shandwick) and I talk about 10 best practices and tips for influencer outreach.

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Influencer Outreach Best Practices - BlogWorld LA 2011

  1. 1. Blogs, Bribes and Blasphemy: Engaging Influencers in a Changing World @arikhanson | @gregswan
  2. 2. With You Today (that’s him!) @arikhanson #bwela #mnblogconf arikhanson.com
  3. 3. With You Today @gregswan @webershandwick @smshepherds @perfectporridge (that’s him!)
  4. 4. How has the marketing world changed? (flickr CC: calamity_photography) (flickr CC: spikeyhelen)
  5. 5. How has Marketing World Changed? <ul><li>Social revolution </li></ul><ul><li>Focus on influencers </li></ul><ul><li>Long tail strategies </li></ul><ul><li>Metrics </li></ul>
  6. 6. Influencer Matchmaking 101
  7. 7. (flickr CC: Night-thing
  8. 8. Who is an Influencer? <ul><li>Everyone – in certain circles </li></ul><ul><li>Offline vs. Online </li></ul><ul><li>“ Influencer” does not equal “Blogger” </li></ul><ul><li>Attributes: </li></ul><ul><ul><li>Has an opinion – that people respect </li></ul></ul><ul><ul><li>Can impact perception, sales, behavior </li></ul></ul><ul><ul><li>Can spark/quell a crisis </li></ul></ul>
  9. 9. Choosing Your Influencer <ul><li>How can an influencer help me achieve my business/marketing objective? </li></ul><ul><li>Is my brand prepared to hear/address genuine criticism? </li></ul><ul><li>Who is already an advocate for my brand? </li></ul><ul><li>Tools or lists should not drive thought process </li></ul>
  10. 10. Road to Romance <ul><li>Flirting </li></ul><ul><li>Dating Period </li></ul><ul><li>First Date </li></ul><ul><li>Second Date </li></ul><ul><li>First Base… </li></ul><ul><li>Man-to-man talk with Dad </li></ul><ul><ul><li>(background check) </li></ul></ul>
  11. 11. Personality > Looks <ul><li>Assessment: </li></ul><ul><ul><li>Online and offline audit </li></ul></ul><ul><ul><li>Do they care about our brand? </li></ul></ul><ul><ul><li>Tone (snarky/salesy) </li></ul></ul><ul><ul><li>Potential reach (friends/fans/followers) </li></ul></ul><ul><ul><li>Value: </li></ul></ul><ul><ul><ul><li>For Influencer </li></ul></ul></ul><ul><ul><ul><li>For Brand </li></ul></ul></ul>
  12. 12. Illustrating Influence Less Time Low Impact High Impact More Time
  13. 13. Influencer Services
  14. 14. Is this Legal? Is this Ethical? (flickr CC: sully_aka__wstera2)
  15. 15. Is this Legal? <ul><li>Bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service. </li></ul><ul><ul><li>“ Bloggers or other word-of-mouth marketers” </li></ul></ul><ul><ul><li>‘ Material Connections’ (payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed. </li></ul></ul><ul><li>Receiving cash or in-kind payment to review a product is considered an endorsement. </li></ul><ul><ul><li>-FTC.gov </li></ul></ul><ul><ul><li>(note: Greg and Arik are not legal counsel) </li></ul></ul>
  16. 16. What would Grandma think?
  17. 17. Illustrating Engagement High Control Low Credibility Paid Content, No Disclosure High Credibility Low Control Paid Content, Full Disclosure Organic Relationship, Full Disclosure Organic Relationship, No Disclosure
  18. 18. 10 Tips for Engaging With Online Influencers
  19. 19. Influencer Engagement Tips <ul><li>Personalize/individualize </li></ul>
  20. 24. Influencer Engagement Tips <ul><li>Personalize/individualize </li></ul><ul><li>Be brief. Very brief. </li></ul>
  21. 25. 2. Be Brief. Be Very Brief
  22. 26. 2. Be Brief. Be Very Brief
  23. 27. Influencer Engagement Tips <ul><li>Personalize/individualize </li></ul><ul><li>Be brief. Very brief. </li></ul><ul><li>Don't solely focus on the &quot;A listers&quot; </li></ul>
  24. 29. Bloggers @ BlogWorld & New Media Expo Lee Odden jumps with the Army Golden Knights Medgadget @ Brooke Army Medical Center Larry Henry @ Army 10 th Anniversary NHRA Race Foodie Matt Armendariz @ Army’s Culinary Arts Competition @CK_Lunchbox Goes to Airborne School Medical Student @ American College of Surgeons Clinical Congress David Banks @ Combat Situations Unit Military Spouse Blogger @ Army Commander’s Conference Eric Jude Cortes @ Army Reserve Pre-Deployment Training @bookieboo Does Basic Training at Fort Benning
  25. 30. 3. Don’t focus on A-listers
  26. 32. Influencer Engagement Tips <ul><li>Personalize/individualize </li></ul><ul><li>Be brief. Very brief. </li></ul><ul><li>Don't solely focus on the &quot;A listers“ </li></ul><ul><li>Don't forget about offline activities </li></ul>
  27. 33. 4. Don’t forget about offline activities
  28. 34. 4. Don’t forget about offline activities
  29. 36. Influencer Engagement Tips <ul><li>Personalize/individualize </li></ul><ul><li>Be brief. Very brief. </li></ul><ul><li>Don't solely focus on the “A listers” </li></ul><ul><li>Don't forget about offline activities </li></ul><ul><li>Make your ask compelling </li></ul>
  30. 38. 5. Make Your Ask Compelling
  31. 39. 5. Make Your Ask Compelling <ul><li>Outreach via Instagram </li></ul><ul><li>23 images tagged #penready from @stevenmoore & @chysti on Popular tab </li></ul><ul><li>Total likes week of Oct. 17: 15,116 </li></ul>
  32. 40. Influencer Engagement Tips <ul><li>Personalize/individualize </li></ul><ul><li>Be brief. Very brief. </li></ul><ul><li>Don't solely focus on the “A listers” </li></ul><ul><li>Don't forget about offline activities </li></ul><ul><li>Make your ask compelling </li></ul><ul><li>Lead with them - not you </li></ul>
  33. 41. 6. Lead with them - not you
  34. 42. Influencer Engagement Tips <ul><li>Personalize/individualize </li></ul><ul><li>Be brief. Very brief. </li></ul><ul><li>Don't solely focus on the “A listers” </li></ul><ul><li>Don't forget about offline activities </li></ul><ul><li>Make your ask compelling </li></ul><ul><li>Lead with them - not you </li></ul><ul><li>Collaborate - don't preach </li></ul>
  35. 43. 7. Collaborate—don’t preach
  36. 44. 7. Collaborate—don’t preach
  37. 46. Nickelback Over Nickelback “Someday” and “How You Remind Me”
  38. 49. Influencer Engagement Tips <ul><li>Personalize/individualize </li></ul><ul><li>Be brief. Very brief. </li></ul><ul><li>Don't solely focus on the “A listers” </li></ul><ul><li>Don't forget about offline activities </li></ul><ul><li>Make your ask compelling </li></ul><ul><li>Lead with them - not you </li></ul><ul><li>Collaborate - don't preach </li></ul><ul><li>Always have a follow-up ask </li></ul>
  39. 50. 8. Always have a follow-up ask <ul><li>After confirming coverage: ALSO, want to give away tickets? Share a track with readers? </li></ul>
  40. 51. Influencer Engagement Tips <ul><li>Personalize/individualize </li></ul><ul><li>Be brief. Very brief. </li></ul><ul><li>Don't solely focus on the “A listers” </li></ul><ul><li>Don't forget about offline activities </li></ul><ul><li>Make your ask compelling </li></ul><ul><li>Lead with them - not you </li></ul><ul><li>Collaborate - don't preach </li></ul><ul><li>Always have a follow-up ask </li></ul><ul><li>Disclose paid relationships </li></ul>
  41. 52. 9. Disclose paid relationships
  42. 53. 9. Disclose paid relationships
  43. 54. Influencer Engagement Tips <ul><li>Personalize/individualize </li></ul><ul><li>Be brief. Very brief. </li></ul><ul><li>Don't solely focus on the “A listers” </li></ul><ul><li>Don't forget about offline activities </li></ul><ul><li>Make your ask compelling </li></ul><ul><li>Lead with them - not you </li></ul><ul><li>Collaborate - don't preach </li></ul><ul><li>Always have a follow-up ask </li></ul><ul><li>Disclose paid relationships </li></ul><ul><li>Measure, Evaluate, Adjust </li></ul>
  44. 55. In summary <ul><li>Influencer engagement </li></ul>(flickr CC: thompsonchan)
  45. 56. (flickr cc: robras) Questions?

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