Social Marketing Through Influence<br />with<br />Murray Newlands<br />MurrayNewlands.com<br />
Who am I?<br /><ul><li>Murray  Newlands
Online for 10 years
Murraynewlands.com and other content sites
Blog Clubs in London and San Francisco
Advise content sites about monetization
Run events around the world
Author / Speaker about blogging and social media
I run the Affiliate Marketing Awards
Advisor to VigLink.com – content monetization company
VP Media at Trancos</li></li></ul><li>Publishers<br /><ul><li>If you want to get social media influence, find and connect ...
They know how to MAKE and PROMOTE the best SOCIAL media content
Bloggers are great at this</li></li></ul><li>Influencer Marketing in Practice<br /><ul><li>I am going to try and give prac...
There are many ways to do things</li></li></ul><li>Conference Outreach<br /><ul><li>Social Media Marketing Conference to P...
http://www.adrants.com/2010/06/social-media-marketing-conference-to.php</li></li></ul><li>Results<br /><ul><li>Ticket sales
Increase in traffic
digg, Stumbleupon
Page 2 of Google for the term “Social Media Marketing Conference” at the time
Interest from other bloggers in attending
Additional blog posts</li></li></ul><li>Blogs gateways SMM Marketing<br /><ul><li>67 Re-tweets
Conversation on Facebook
Bloggers create and promote media, use their channels.</li></li></ul><li>How did I make the connection?<br /><ul><li>I met...
Got to know him first
Commented on his blog
Offered him a press pass
Sent him a relevant targeted copy
Promoted Post, Twitter, Facebook, Blogs
Thank you email, comment, Facebook</li></li></ul><li>Connecting with influence Bloggers and online publishers<br />
Find where influencers engage<br /><ul><li>Search trade publications for the names of contributors and journalists as well...
Find them on Twitter, Facebook and YouTube and see where they engage.
Kym McNicholas SF Tech editor for Forbes said: if you want to get coverage, engage on Facebook and Twitter. </li></li></ul...
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Week 8 Murray Newlands Presentation

  1. 1. Social Marketing Through Influence<br />with<br />Murray Newlands<br />MurrayNewlands.com<br />
  2. 2. Who am I?<br /><ul><li>Murray Newlands
  3. 3. Online for 10 years
  4. 4. Murraynewlands.com and other content sites
  5. 5. Blog Clubs in London and San Francisco
  6. 6. Advise content sites about monetization
  7. 7. Run events around the world
  8. 8. Author / Speaker about blogging and social media
  9. 9. I run the Affiliate Marketing Awards
  10. 10. Advisor to VigLink.com – content monetization company
  11. 11. VP Media at Trancos</li></li></ul><li>Publishers<br /><ul><li>If you want to get social media influence, find and connect and engage with individuals producing social media content
  12. 12. They know how to MAKE and PROMOTE the best SOCIAL media content
  13. 13. Bloggers are great at this</li></li></ul><li>Influencer Marketing in Practice<br /><ul><li>I am going to try and give practical examples of influencer campaigns I have run and talk about them in terms of holistic campaigns
  14. 14. There are many ways to do things</li></li></ul><li>Conference Outreach<br /><ul><li>Social Media Marketing Conference to Prove Not All Brits Are BP (British Pigs)
  15. 15. http://www.adrants.com/2010/06/social-media-marketing-conference-to.php</li></li></ul><li>Results<br /><ul><li>Ticket sales
  16. 16. Increase in traffic
  17. 17. digg, Stumbleupon
  18. 18. Page 2 of Google for the term “Social Media Marketing Conference” at the time
  19. 19. Interest from other bloggers in attending
  20. 20. Additional blog posts</li></li></ul><li>Blogs gateways SMM Marketing<br /><ul><li>67 Re-tweets
  21. 21. Conversation on Facebook
  22. 22. Bloggers create and promote media, use their channels.</li></li></ul><li>How did I make the connection?<br /><ul><li>I met Steve at a trade show
  23. 23. Got to know him first
  24. 24. Commented on his blog
  25. 25. Offered him a press pass
  26. 26. Sent him a relevant targeted copy
  27. 27. Promoted Post, Twitter, Facebook, Blogs
  28. 28. Thank you email, comment, Facebook</li></li></ul><li>Connecting with influence Bloggers and online publishers<br />
  29. 29. Find where influencers engage<br /><ul><li>Search trade publications for the names of contributors and journalists as well as Google for influential bloggers.
  30. 30. Find them on Twitter, Facebook and YouTube and see where they engage.
  31. 31. Kym McNicholas SF Tech editor for Forbes said: if you want to get coverage, engage on Facebook and Twitter. </li></li></ul><li>Find where influencers engage<br /><ul><li>Influencers often engage with other influencers. So your conversation on social networks is likely to be viewed by other influencers!
  32. 32. They know that is the secret of their influence..</li></li></ul><li>Get blogging<br /><ul><li>If you want to communicate with bloggers, start your own blog
  33. 33. If you want your clients to get written about on blogs, then get them blogging
  34. 34. You will understand them
  35. 35. Join the Enemy – bloggers like bloggers</li></li></ul><li>How to find bloggers<br /><ul><li>Google top fashion bloggers
  36. 36. Top US fashion bloggers
  37. 37. Google.com search fashion blog
  38. 38. If they are good at Search Engine Optimisation, they will have an audience....</li></li></ul><li>How to find bloggers<br /><ul><li>Google alerts for people blogging about your company, competitors and related products
  39. 39. Brandwatch, synthesio, radian6</li></li></ul><li>Go where they hang out and hunt<br /><ul><li>Bloggers subscribe HARO
  40. 40. Business2blogger.com
  41. 41. Bloggerlinkup.com
  42. 42. Seededbuzz.com
  43. 43. And more</li></li></ul><li>Go where they hang out and hunt<br /><ul><li>San Francisco Blog Club
  44. 44. London Blog Club
  45. 45. Research meetup, plancast, trade blogs</li></li></ul><li>How to communicate with Bloggers<br /><ul><li>Ask them to communicate with you. Add content to your websites asking bloggers to contact you
  46. 46. Lots of bloggers want to contact companies and can’t find people to connect with</li></li></ul><li>How to communicate with Bloggers<br /><ul><li>Be human and personal, but not matey
  47. 47. Don’t send a press release right off
  48. 48. Don’t ask for a link; you’ll sound like SEO spam. </li></li></ul><li>How to communicate with Bloggers<br /><ul><li>Start now before you need them
  49. 49. Find blogs in likely areas and comment, once every 2-3 weeks
  50. 50. Follow them on Twitter
  51. 51. RT their content if it’s good
  52. 52. Do not stalk</li></li></ul><li>Find out what they want and give it to them<br /><ul><li>Power
  53. 53. Fame
  54. 54. Links
  55. 55. (not) Money?</li></li></ul><li>Find out what they want and give it to them<br /><ul><li>Read their blog. You should be able to get an idea about how they like to interact with companies
  56. 56. Do they have PR contact information?
  57. 57. Give them something before you ask for something</li></li></ul><li>Offer them things<br /><ul><li>An interview with your CEO
  58. 58. Exclusive information
  59. 59. Get them a press pass to an event
  60. 60. Do a post on your blog site as a list of top 10 bloggers in the field
  61. 61. An interview on your company blog
  62. 62. Quote them on your blog and link back to them
  63. 63. Quote them in your press releases</li></li></ul><li>Offer them things<br /><ul><li>Give them prizes to run a competition on their site and build their audience
  64. 64. Showing off new products
  65. 65. Demonstrations of new products
  66. 66. Small rewards for subscribers such as 5% off</li></li></ul><li>Ask for referrals<br /><ul><li>Influencers know influencers and what they want
  67. 67. Once you have one influencer, get them to introduce you to others</li></li></ul><li>When it goes wrong?<br /><ul><li>Do not lie, use a false name, get your friend to make nice connects
  68. 68. Influencers are great at using Google to find the answers</li></li></ul><li>Pay to Play PR?<br /><ul><li>Pay Per Post lessons to be learned
  69. 69. Ebuzzing now in the UK
  70. 70. Promote Tweets
  71. 71. Find real fans who will say nice things
  72. 72. Make them disclose if being paid
  73. 73. No follow links</li></li></ul><li>Chris Brogan and Paid Posts<br /><ul><li>His first paid post caused a backlash
  74. 74. Then there was no backlash to his second
  75. 75. As long as it is relevant and disclosed?</li></li></ul><li>Affiliate Programs and Influence<br /><ul><li>Affiliates create content sites to promote and sell products and services
  76. 76. We have all searched Google and landed on wonderful reviews which we know are affiliate sites
  77. 77. Plenty of influencers are affiliates
  78. 78. You have to be careful but incentivising others to promote us can lead influencer uptake of your product!</li></li></ul><li>Social Media Backlash<br /><ul><li>Influencers outreach should not cause backlash unless you mess it up</li></li></ul><li>Social Media Backlash<br /><ul><li>FTC has clamped down hard on misleading publishers targeting healthcare</li></li></ul><li>Questions?<br />

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