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Blogs, Bribes and Blasphemy: Engaging Influencers in a Changing WorldOctober 12, 2011@arikhanson | @gregswan<br />
2<br />(that’s him!)<br />arikhanson.com<br />@arikhanson<br />With You Today<br />#bwe11<br />#mnblogconf<br />
3<br />(that’s him!)<br />@webershandwick<br />@gregswan<br />With You Today<br />@smshepherds<br />@perfectporridge<br />
How has the marketing world changed?<br />
How has the marketing world changed?<br />(flickrCC: spikeyhelen)<br />(flickrCC: calamity_photography)<br />
How has Marketing World Changed? <br />Social revolution<br />Focus on influencers<br />Long tail strategies<br />Metrics<...
InfluencerMatchmaking 101<br />
(flickrCC: Night-thing<br />
Who is an Influencer?<br />Everyone – in certain circles<br />Offline vs. Online<br />“Influencer” does not equal “Blogger...
Choosing Your Influencer<br />How can an influencer help me achieve my business/marketing objective?<br />Is my brand prep...
Road to Romance<br />Flirting<br />Dating Period<br />First Date<br />Second Date<br />First Base…<br />Man-to-man talk wi...
Personality > Looks<br />Assessment: <br />Online and offline audit<br />Do they care about our brand?<br />Tone (snarky/s...
Illustrating Influence<br />High Impact<br />MoreTime<br />Less Time<br />Low Impact<br />
Influencer Services<br />Free<br />AllTop.com<br />Google<br />Technorati<br />Blogrolls<br />PostRank<br />Klout<br />Pai...
Is this Legal? Is this Ethical?<br />(flickr CC: sully_aka__wstera2)<br />
Is this Legal?<br />Bloggerswho make an endorsement must disclose the material connections they share with the seller of t...
What would Grandma think?<br />
Illustrating Engagement<br />High Credibility<br />Organic Relationship, Full Disclosure<br />Paid Content, Full Disclosur...
10 Tips for Engaging With Online Influencers<br />
Influencer Engagement Tips<br />Personalize/individualize<br />
Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />
2. Be Brief. Be Very Brief<br />Hi Arik,For starters, you are one of my favorite PR bloggers, and I especially love all yo...
2. Be Brief. Be Very Brief<br />
Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the "A lis...
Larry Henry @ Army 10th Anniversary NHRA Race<br />Eric Jude Cortes @Army Reserve <br />Pre-Deployment Training<br />Medic...
3. Don’t focus on A-listers<br />
Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the "A lis...
4. Don’t forget about offline activities<br />
Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A lis...
5. Make your ask compelling<br />“Help us out with publicity in exchange for… branding, press release, free tickets…”<br />
5. Make your ask compelling<br />Hi Arik,<br />As your blog was named as one of PRWeek’s “required reading,” we believe th...
Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A lis...
6. Lead with them - not you<br />Hi Arik!<br />Liz Belilovskaya here. I’ve been enjoying reading your articles, especially...
6. Lead with them - not you<br />
Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A lis...
7. Collaborate—don’t preach<br />
Nickelback Over Nickelback<br />“Someday” and “How You Remind Me”<br />
Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A lis...
8. Always have a follow-up ask<br />After confirming coverage: ALSO, want to give away tickets? Share a track with readers...
Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A lis...
Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A lis...
In summary<br />Influencer engagement <br />(flickr CC: thompsonchan)<br />
Questions? <br />(flickr cc: robras)<br />
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Blogs, Bribes and Blasphemy: Engaging Influencers in a Changing World

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Arik Hanson and Greg Swan lead this MIMA Summit dis­cus­sion about influencer out­reach strategies (and also hate on Nickelback - deservedly so).

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Blogs, Bribes and Blasphemy: Engaging Influencers in a Changing World

  1. 1. Blogs, Bribes and Blasphemy: Engaging Influencers in a Changing WorldOctober 12, 2011@arikhanson | @gregswan<br />
  2. 2. 2<br />(that’s him!)<br />arikhanson.com<br />@arikhanson<br />With You Today<br />#bwe11<br />#mnblogconf<br />
  3. 3. 3<br />(that’s him!)<br />@webershandwick<br />@gregswan<br />With You Today<br />@smshepherds<br />@perfectporridge<br />
  4. 4. How has the marketing world changed?<br />
  5. 5. How has the marketing world changed?<br />(flickrCC: spikeyhelen)<br />(flickrCC: calamity_photography)<br />
  6. 6. How has Marketing World Changed? <br />Social revolution<br />Focus on influencers<br />Long tail strategies<br />Metrics<br />
  7. 7. InfluencerMatchmaking 101<br />
  8. 8. (flickrCC: Night-thing<br />
  9. 9. Who is an Influencer?<br />Everyone – in certain circles<br />Offline vs. Online<br />“Influencer” does not equal “Blogger”<br />Attributes:<br />Has an opinion – that people respect<br />Can impact perception, sales, behavior<br />Can spark/quell a crisis<br />
  10. 10. Choosing Your Influencer<br />How can an influencer help me achieve my business/marketing objective?<br />Is my brand prepared to hear/address genuine criticism?<br />Who is already an advocate for my brand?<br />Tools or lists should not drive thought process<br />
  11. 11. Road to Romance<br />Flirting<br />Dating Period<br />First Date<br />Second Date<br />First Base…<br />Man-to-man talk with Dad<br />(background check)<br />
  12. 12. Personality > Looks<br />Assessment: <br />Online and offline audit<br />Do they care about our brand?<br />Tone (snarky/salesy)<br />Potential reach (friends/fans/followers)<br />Value: <br />For Influencer<br />For Brand<br />
  13. 13. Illustrating Influence<br />High Impact<br />MoreTime<br />Less Time<br />Low Impact<br />
  14. 14. Influencer Services<br />Free<br />AllTop.com<br />Google<br />Technorati<br />Blogrolls<br />PostRank<br />Klout<br />Paid<br />Klout<br />BlogDash<br />eCairn<br />GroupHigh<br />YouCast<br />Custom<br />
  15. 15. Is this Legal? Is this Ethical?<br />(flickr CC: sully_aka__wstera2)<br />
  16. 16. Is this Legal?<br />Bloggerswho make an endorsement must disclose the material connections they share with the seller of the product or service.<br />“Bloggers or other word-of-mouth marketers”<br />‘Material Connections’ (payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed. <br />Receiving cash or in-kind payment to review a product is considered an endorsement.<br />FTC.gov<br />(note: Greg and Arik are not legal counsel)<br />
  17. 17. What would Grandma think?<br />
  18. 18. Illustrating Engagement<br />High Credibility<br />Organic Relationship, Full Disclosure<br />Paid Content, Full Disclosure<br />Low<br />Control<br />HighControl<br />Organic Relationship, No Disclosure<br />Paid Content, No Disclosure<br />Low Credibility<br />
  19. 19. 10 Tips for Engaging With Online Influencers<br />
  20. 20. Influencer Engagement Tips<br />Personalize/individualize<br />
  21. 21.
  22. 22. Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />
  23. 23. 2. Be Brief. Be Very Brief<br />Hi Arik,For starters, you are one of my favorite PR bloggers, and I especially love all your recent posts about Instagram, including how brands can use it as well as 17 amateur and brand Instagrammers (to name a couple of posts).As a fellow wannabe photog, I also am slightly obsessed with Instagram. I have an idea for a guest post related to Instagram, and it's fast growth rate (to the tune of 150 million photos or 15/per second) The idea is the five reasons why I think Instagram will replace Flickr in the near future.I look forward to hearing your thoughts. Cheers!<br />
  24. 24. 2. Be Brief. Be Very Brief<br />
  25. 25. Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the "A listers"<br />
  26. 26. Larry Henry @ Army 10th Anniversary NHRA Race<br />Eric Jude Cortes @Army Reserve <br />Pre-Deployment Training<br />Medical Student @ American College of Surgeons Clinical Congress<br />Foodie Matt Armendariz <br />@ Army’s Culinary Arts Competition <br />Bloggers @ BlogWorld & New Media Expo<br />David Banks @ Combat Situations Unit<br />Lee Oddenjumps<br />with the Army Golden Knights<br />@CK_Lunchbox Goes to Airborne School<br />Medgadget @ Brooke Army Medical Center<br />Military Spouse Blogger<br />@ Army Commander’s <br />Conference<br />@bookieboo Does Basic Training at Fort Benning<br />26<br />
  27. 27. 3. Don’t focus on A-listers<br />
  28. 28. Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the "A listers“<br />Don't forget about offline activities<br />
  29. 29. 4. Don’t forget about offline activities<br />
  30. 30. Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A listers”<br />Don't forget about offline activities<br />Make your ask compelling<br />
  31. 31. 5. Make your ask compelling<br />“Help us out with publicity in exchange for… branding, press release, free tickets…”<br />
  32. 32. 5. Make your ask compelling<br />Hi Arik,<br />As your blog was named as one of PRWeek’s “required reading,” we believe that your readers will be interested in knowing about the upcoming NEXT conference in November. <br />Taking place on Tuesday, November 9 in New York City, the conference features the individuals, organizations and case studies leading the charge in the new age of digital and interactive media, through a mixture of keynote addresses, speaker panels and practical workshops. Some of our speakers include: Michael Roth, chairman and CEO, Interpublic group; Ray Day, VP of communications, Ford Motor Company; Julie Hamp, SVP and CCO, PepsiCo; Ray Kerins, VP, worldwide communications; head of global corporate media relations, Pfizer; and Bethany Sherman, CCO, Dow Jones & Company.<br />We hope that you can help us by spreading the word about the conference to your readers as this will be an event that shouldn’t be missed. For more information and to register, please visit prweekus.com/NEXT2010. Please let me know if this will be a possibility.<br />
  33. 33. Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A listers”<br />Don't forget about offline activities<br />Make your ask compelling<br />Lead with them - not you<br />
  34. 34. 6. Lead with them - not you<br />Hi Arik!<br />Liz Belilovskaya here. I’ve been enjoying reading your articles, especially “HAPPO HOUR: The First-Ever Face-To-Face Happo”--very insightful and interesting. Being that I just started working for a start-up company in NYC and am absorbed in learning about public relations, marketing and interesting consumer incentives, the post was rather helpful. You may have seen some of my comments from time to time. <br />
  35. 35. 6. Lead with them - not you<br />
  36. 36. Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A listers”<br />Don't forget about offline activities<br />Make your ask compelling<br />Lead with them - not you<br />Collaborate - don't preach<br />
  37. 37. 7. Collaborate—don’t preach<br />
  38. 38.
  39. 39. Nickelback Over Nickelback<br />“Someday” and “How You Remind Me”<br />
  40. 40.
  41. 41.
  42. 42. Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A listers”<br />Don't forget about offline activities<br />Make your ask compelling<br />Lead with them - not you<br />Collaborate - don't preach<br />Always have a follow-up ask<br />
  43. 43. 8. Always have a follow-up ask<br />After confirming coverage: ALSO, want to give away tickets? Share a track with readers?<br />
  44. 44. Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A listers”<br />Don't forget about offline activities<br />Make your ask compelling<br />Lead with them - not you<br />Collaborate - don't preach<br />Always have a follow-up ask<br />Disclose paid relationships<br />
  45. 45.
  46. 46.
  47. 47. Influencer Engagement Tips<br />Personalize/individualize<br />Be brief. Very brief.<br />Don't solely focus on the “A listers”<br />Don't forget about offline activities<br />Make your ask compelling<br />Lead with them - not you<br />Collaborate - don't preach<br />Always have a follow-up ask<br />Disclose paid relationships<br />Measure, Evaluate, Adjust<br />
  48. 48. In summary<br />Influencer engagement <br />(flickr CC: thompsonchan)<br />
  49. 49. Questions? <br />(flickr cc: robras)<br />

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