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DIY Influencer Marketing Webinar Slides for Biznology


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Free Biznology Do-It-Yourself Influencer Marketing Webinar with Chis Abraham on Mar 22, 2016 at 11:30 AM EDT. You built it, where are they? Unless you’re a celebrity, influencers won't come to your open mic night unless you’ve already won them over. Learn to get the attention of potential natural allies and fans, connect with them, and appeal to their interests and passions to benefit your brand in a million ways, often for free.

You built it, where are they? Unless you’re a celebrity, influencers won't come to your open mic night unless you’ve already won them over. Learn to get the attention of potential natural allies and fans, connect with them, and appeal to their interests and passions to benefit your brand in a million ways, often for free.

You’ve registered your profiles, set up an editorial calendar for a year, and spent months on social media, and NOTHING. Chris Abraham will show you simple actionable steps to invite everyone to the party you’ve been throwing for months to an empty room. You'll get tools for your own influencer outreach campaign for as little as a bit more time than you’re already currently wasting on content marketing.

Content marketing is expensive in time and cash. You’ve got some serious dosh from your CMO to fuel your social media marketing, including money for content development and even a skilled community manager; but you can’t seem to move the chains. It doesn’t just happen—it requires getting off your duff and saying hello to your natural allies, future fans, serious prospects, and future clients and not just waiting for the stars to align.

In this 30-minute Biznology webinar, we’ll cover online influencer marketing, from research to prospecting, outreach to engagement, incentives to activation. We’ll cover A-list and long-tail outreach, bloggers, journalists, and social media influencers across different platforms, and discuss what does and doesn’t work in earned media and how to pay-to-play if you’re not getting results.

Special presentation sponsored by BarnRaisers, GaggleAMP, and Gerris Corp

Chris Abraham, digital strategist and technologist, is a leading expert in digital: search engine optimization (SEO), online relationship management (ORM), Internet privacy, and online public relations with a focus on blogger outreach, blogger engagement, and Internet crisis response. Chris is founder and principal consultant of Gerris Corp, an agency devoted to online brand promotion and protection through influencer outreach and engagement.

Published in: Marketing

DIY Influencer Marketing Webinar Slides for Biznology

  1. 1. © 2016 Mike Moran Group LLC @biznology We’ll be starting soon! Thanks for joining! Do-It-Yourself Influencer Marketing March 22, 2016Chris Abraham
  2. 2. © 2016 Mike Moran Group LLC@biznology |  Former Distinguished Engineer  A senior strategist at  A senior strategist at  Senior Strategist at  Author of three books on Internet marketing  Founder of 2 Your moderator for today: Mike Moran @MikeMoran 973-826-0744 #biznowebinar
  3. 3. © 2016 Mike Moran Group LLC@biznology | Do-It-Yourself Influencer Marketing Chris Abraham 3 Thanks to our sponsors #biznowebinar
  4. 4. © 2016 Mike Moran Group LLC@biznology | Click the orange arrow 4 #biznowebinar
  5. 5. © 2016 Mike Moran Group LLC@biznology | Your speaker for today: Chris Abraham  Digital strategist and technologist at  Avid blogger/contributor at: @chrisabraham 202-352-5051 5 #biznowebinar
  6. 6. © 2016 Mike Moran Group LLC@biznology | What Influencer Marketing Is  Influencer marketing is “a form of marketing in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole.” – Wikipedia  Anyone and everyone who has a platform, a voice, and a network can be reached out to, engaged with, and marketed to.  Online, influencer marketing encompasses bloggers, journalists, reporters, celebrities, musicians, internet celebrities, forum owners, high post-count message boarders, folks on Twitter, Facebook, Pinterest, Vine, Periscope, LinkedIn, SnapChat, YouTubers, Tumblrs, Mediums, MailChimps, Listservers, etc.  New essential “proof of life” signal to Google’s “new” algorithm 6 #biznowebinar @chrisabraham 202-352-5051
  7. 7. © 2016 Mike Moran Group LLC@biznology | What Influencer Marketing Isn’t  Influencer marketing isn’t marketing: it’s public relations/publicity and responds best to respect and appreciation  Influencers are not your employees: they’re under no obligation to do anything for you at all – even if they make a promise to you – so remind, but don’t nag or threaten  Influencers are not reporters: you can’t just assign a blogger a story like an editor does a reporter and expect a Pulitzer  Influencer marketing is not “fire and forget:” it requires quite a lot of follow through, time, and attention and becomes more effective over time as relationships deepen and mature 7 #biznowebinar @chrisabraham 202-352-5051
  8. 8. © 2016 Mike Moran Group LLC@biznology | Influencer Marketing is Platform Agnostic  I have been doing influencer marketing in one form or another since 2003 when I joined New Media Strategies  Limiting yourself to one platform, chasing the latest and greatest, or ignoring last year’s platform is an influencer marketing blind spot  From message boards to blogs; from Friendster to MySpace; from Facebook to Twitter; from Google+ to Pinterest; from Tumblr to Medium, from Vine to Periscope; from YouTube to Instagram; from SnapChat to Reddit; from LinkedIn to Flickr; from FourSquare to Swarm; from Kik to Yik Yak; from SoundCloud to WhatsApp ...  It’s not about you or the platform, it’s about the influencer 8 #biznowebinar @chrisabraham 202-352-5051
  9. 9. © 2016 Mike Moran Group LLC@biznology | Types of Influencer Marketing Campaigns  Tweeters: both powerful and ephemeral. Google notices the links  G+ & Facebookers: personal profiles vs brand pages. Google notices the links  LinkedInners: direct marketing versus engaging as influencers  Instagrammers: powerful branding potential but zero link-love  YouTubers: celebrity is real here, but it’s also a real community  Viners & Periscopers: powerful branding but limited potential with Google  Boarders: forums influence bloggers who influence the news – reddit dominates  Bloggers: most share their posts to multiple social media sites 9 #biznowebinar @chrisabraham 202-352-5051
  10. 10. © 2016 Mike Moran Group LLC@biznology | Online Influencer Discovery & Cultivation 1. Start with Google 2. Keywords and #Hashtags 3. Followers of Influencers 4. Who Influencers Follow 5. Social Media Mentions 6. Influencer Discovery Tools  InkyBee, GroupHigh, SM2, Little Bird, Audienti, etc. … 10 #biznowebinar @chrisabraham 202-352-5051
  11. 11. © 2016 Mike Moran Group LLC@biznology | Online Influencer Discovery & Engagement Tools 11 #biznowebinar @chrisabraham 202-352-5051
  12. 12. © 2016 Mike Moran Group LLC@biznology | Google Search  Google’s an excellent tool for meta-search  Search for “top topic blog,” “best topic blog,” “best topic blogger,” “top ten topic blogs,” etc.  When I use this method:  For cursory research into the space OR  Cutting and pasting, spawning tab after tap, pasting URLs and names into text documents, often using Google to expand on lists on GroupHigh, InkyBee, etc. 12 #biznowebinar @chrisabraham 202-352-5051
  13. 13. © 2016 Mike Moran Group LLC@biznology | Audienti  Audienti is a combination of SEO, influencer outreach, social media marketing and response, and innovative marketing automation tools to allow Influencer Marketing to be 80%-90% automated via Twitter and email, making sure that by the time human attention is required, the conversion is almost won. 13 #biznowebinar @chrisabraham 202-352-5051  Users input target URLs, competitor URLs, and some keywords  Data powered by SEMRush, ahrefs, and MOZ  Very interesting tool
  14. 14. © 2016 Mike Moran Group LLC@biznology | GroupHigh  GroupHigh is a complete blogger CRM and engagement solution  GroupHigh scrapes the blogosphere, collecting some emails, and also associating each blog with its respective social media platforms  You can do all engagement and emails from the dashboard as well as keeping track of workflow, unique email addresses and notes, etc. 14 #biznowebinar @chrisabraham 202-352-5051
  15. 15. © 2016 Mike Moran Group LLC@biznology | InkyBee  InkyBee facilitates blogger outreach campaigns through persistent research, discovery, tracking, and accountability  Easily import and export lists based on Klout, MOZ, Kred, etc.  Use InkyBee as an essential discovery and reporting tool for campaigns 15 #biznowebinar @chrisabraham 202-352-5051
  16. 16. © 2016 Mike Moran Group LLC@biznology | SDL SM2  Generally used as a listening platform, I use it for research  Historical keyword searches allow me to discover influencers who are blogging topically but not blogging on a topic blog  SM2 allows to me discover top influencers outside of the spotlight  Too many agencies are pitching to too few influencers and SM2 helps me expand the next little bit. 16 #biznowebinar @chrisabraham 202-352-5051
  17. 17. © 2016 Mike Moran Group LLC@biznology | Pursue the People Behind their Tech and Rep  Social media and the Internet have commoditized relationships  50.8k followers, 5k friends, 25 A-listers, 250 D-listers, 2,500 Z-listers  Your Influencer lists shouldn’t be precious, they should be well- exercised  Best friends happen when you spend meaningful time together  Even if your relationship is 100% virtual, it can still become meaningful 17 #biznowebinar @chrisabraham 202-352-5051  Influencer outreach should be win-win-win  An influencer can make a brand but a brand can make a blog, too
  18. 18. © 2016 Mike Moran Group LLC@biznology | Become a Fan and Even a Friend (Drop the Veil)  If you’re only doing influencer outreach because your have to or because it was an order from your boss, adjust your attitude or find someone else who loves, loves, loves it!  Even if you’re not in love with the influencers themselves, you really should not only be impressed with how they use the Internet and social media, but you should learn to respect the true influence they brandish and the fame they posses  Contempt and eye-rolling can easily be sensed even across the Internet wires 18 #biznowebinar @chrisabraham 202-352-5051
  19. 19. © 2016 Mike Moran Group LLC@biznology | The Pitch, Messaging, and the Media  Stop selling and start informing  Don’t pitch like a used car salesman  Keep the message simple  I like to use plain text  I never include inline images or attached documents  I avoid any design at all  Keep title simple and clear 19 #biznowebinar @chrisabraham 202-352-5051  Don’t stop at one – you need to persist through the noise.  Reach out three times per campaign
  20. 20. © 2016 Mike Moran Group LLC@biznology | Premasticate the Message Like a Mommy Bird  Even if you follow all my advice and become fast fans and friends, you need to work hard to make blogging and tweeting as simple and as easy as humanly possible to share your brand message in high fidelity across social media channels.  I use Social Media News Releases/pre- written landing pages, pre-linked and easy to tweet and retweet, including images, assets, language, working, etc. 20 #biznowebinar @chrisabraham 202-352-5051
  21. 21. © 2016 Mike Moran Group LLC@biznology | Give the Gift They Want the Way They Want It  Don’t drop-ship a book if they want a copy for their Amazon Kindle  Lots of people receive books, too few actually read and then review them – give readers what they ask for  Launching an app: offer it for free for life  At the very least, make it free for a year instead of just a month – I mean, it’s an app, you can make infinite copies, right? Otherwise, you are being “penny-wise and pound-foolish.”  Promoting shoes? Offer them to both the influencer and his or her friends.  You’re spending $50k/month on AdWords and you can drop- ship a couple-hundred pairs of your shoes to people who are promoting you, your brand, your products for free (where free isn’t really free) 21 #biznowebinar @chrisabraham 202-352-5051
  22. 22. © 2016 Mike Moran Group LLC@biznology | Thank You! Let’s Connect!        New blog: 22 #biznowebinar @chrisabraham 202-352-5051
  23. 23. © 2016 Mike Moran Group LLC@biznology | www.biznology.com23 Need more help for your website search? #biznowebinar Try out the first unit free!
  24. 24. @biznology | © 2015 Mike Moran Group LLC April 26, 2016 11:00 to 11:30 ET Debunking Myths around Sales Videos for Business Robert Weiss Sign up now at Don’t forget our sponsorsDon’t stop now! 24 #biznowebinar