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Leveraging Local InfluencersIncrease Word of MouthMike Merrill                        @MikeDMerrillDirector of Marketing, ...
Agenda1. Why Influencers matter2. Influence defined3. Identifying influencers4. Building relationships5. Planning for succ...
About ReachLocal           Full Service       Public Company        Industry Leader        Global Enterprise              ...
Nick Offerman is Ron Swanson               #BrandAidTX
Why Leverage Influencers                @MikeDMerrill
Best Advertising Is From a Peer“The basic idea here is that the best advertising isa message from a friend.”              ...
Influencers   92%                                           72%               15%   Trust                                 ...
Ron Swanson: New American Hero              #BrandAidTX
Influence   Defined            @MikeDMerrill
What is Influence?“The ability to cause effect, change behavior,                           “and drive measurable outcomes ...
Measuring InfluenceKlout Mission  Empower every person by unlocking their influence.Klout Score  A number between one and ...
What is Influencer Marketing?            4    1. Identifying influencers                 2. Marketing to influencers    MA...
Targeting the Magic Middle                A-List   Magic Middle          Long TailPOPULARITY                              ...
Potential Influencer Actions1. Share content via   social media2. Guest post on your blog3. Author a blog postInfluence   ...
Influence   #BrandAidTX
#Bacon                     “            #BaconInfluence   #BrandAidTX
Identifying Influencers              @MikeDMerrill
Start WithinIdentify       #BrandAidTX
Identify Top Facebook FansIdentify        #BrandAidTX
Identify Top Twitter FollowersIdentify          #BrandAidTX    20
Identify Top Twitter Influencers by KloutIdentify          #BrandAidTX
Search Twitter with Klout Chrome ExtensionIdentify        #BrandAidTX
Search Twitter with Klout Chrome ExtensionIdentify        #BrandAidTX
Twitter Bio Searches – FollowerWonkIdentify        #BrandAidTX
Create Twitter Lists to ListenIdentify           #BrandAidTX
Identify Top Foursquare UsersIdentify         #BrandAidTX
Influencers on Google +USERS TEND TO ME MORE TECH SAVVY  Identify              #BrandAidTX
Google +: FindPeopleonPlus.comIdentify       #BrandAidTX
http://trendsmap.com/local/us/dallasIdentify using TrendsMapIdentify        #BrandAidTX
Face to Face Events and Meetups                         •   Social Media Club                         •   American Marketi...
… And Eggs             #BrandAidTX
Building relationships              @MikeDMerrill
Research and ListenAssess Web Presence What sites are they most engaged  on? Read what they’ve written Read audience co...
Engage Comment Retweet Ask questionsInvite Invite to exclusive events Ask them to guest blog Then invite to test dri...
All of the Bacon and EggsBuild           #BrandAidTX
Planning for success
Checklist for Influencer outreach events Exclusive Tours Photos Social Media Properties Assets: USB Key and Dropbox E...
Encourage PhotosPlan           #BrandAidTX
Ron Swanson Macy’s Day Parade Float               #BrandAidTX
Measure results
What Success Looks Like                             Baseline                                Facebook Fans                ...
Social Media Club of DallasWebsite: http://smcdallas.orgTwitter: @SMCDallasFacebook: Facebook.com/SMCDallasHashtag: #smcda...
ThanksThanks•   TWITTER:   @MikeDMerrill•   EMAIL:     Mike.Merrill@ReachLocal.com•   BLOG:      http://blog.reachlocal.co...
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How To Identify Local Influencers - Mike Merrill #BrandAidTX 2013

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Presentation I gave on 1/23/13 for BrandAid TX event. http://www.brandaidconference.com/

Published in: Business

How To Identify Local Influencers - Mike Merrill #BrandAidTX 2013

  1. 1. Leveraging Local InfluencersIncrease Word of MouthMike Merrill @MikeDMerrillDirector of Marketing, ReachLocal #BrandAidTX
  2. 2. Agenda1. Why Influencers matter2. Influence defined3. Identifying influencers4. Building relationships5. Planning for success6. Measuring successSlides: http://slideshare.net/mikedmerrill #BrandAidTX
  3. 3. About ReachLocal Full Service Public Company Industry Leader Global Enterprise 1,700 EMPLOYEES 68 OFFICES UNITED STATES, AUSTRALIA, CANADA, GERMANY, JAP AN, THE NETHERLANDS, & THE UNITED KINGDOMIntro #BrandAidTX
  4. 4. Nick Offerman is Ron Swanson #BrandAidTX
  5. 5. Why Leverage Influencers @MikeDMerrill
  6. 6. Best Advertising Is From a Peer“The basic idea here is that the best advertising isa message from a friend.” – Mark Zuckerberg
  7. 7. Influencers 92% 72% 15% Trust Trust TrustRecommendations Consumer Brand messages from people opinions online they knowNielsen Global Trust in Advertising Survey Q3 2011 Why #BrandAidTX
  8. 8. Ron Swanson: New American Hero #BrandAidTX
  9. 9. Influence Defined @MikeDMerrill
  10. 10. What is Influence?“The ability to cause effect, change behavior, “and drive measurable outcomes online.” – Brian Solis Influence #BrandAidTX
  11. 11. Measuring InfluenceKlout Mission Empower every person by unlocking their influence.Klout Score A number between one and 100 representing your overall social media influence. Influence #BrandAidTX
  12. 12. What is Influencer Marketing? 4 1. Identifying influencers 2. Marketing to influencers MAIN 3. Marketing through influencers 4. Marketing with influencers ACTIVITIESInfluence #BrandAidTX
  13. 13. Targeting the Magic Middle A-List Magic Middle Long TailPOPULARITY INFLUENCERS Influence #BrandAidTX
  14. 14. Potential Influencer Actions1. Share content via social media2. Guest post on your blog3. Author a blog postInfluence #BrandAidTX
  15. 15. Influence #BrandAidTX
  16. 16. #Bacon “ #BaconInfluence #BrandAidTX
  17. 17. Identifying Influencers @MikeDMerrill
  18. 18. Start WithinIdentify #BrandAidTX
  19. 19. Identify Top Facebook FansIdentify #BrandAidTX
  20. 20. Identify Top Twitter FollowersIdentify #BrandAidTX 20
  21. 21. Identify Top Twitter Influencers by KloutIdentify #BrandAidTX
  22. 22. Search Twitter with Klout Chrome ExtensionIdentify #BrandAidTX
  23. 23. Search Twitter with Klout Chrome ExtensionIdentify #BrandAidTX
  24. 24. Twitter Bio Searches – FollowerWonkIdentify #BrandAidTX
  25. 25. Create Twitter Lists to ListenIdentify #BrandAidTX
  26. 26. Identify Top Foursquare UsersIdentify #BrandAidTX
  27. 27. Influencers on Google +USERS TEND TO ME MORE TECH SAVVY Identify #BrandAidTX
  28. 28. Google +: FindPeopleonPlus.comIdentify #BrandAidTX
  29. 29. http://trendsmap.com/local/us/dallasIdentify using TrendsMapIdentify #BrandAidTX
  30. 30. Face to Face Events and Meetups • Social Media Club • American Marketing Association • SEO Groups • Internet Marketing • PRSA • Meetups • LinkedIn GroupsIdentify #BrandAidTX
  31. 31. … And Eggs #BrandAidTX
  32. 32. Building relationships @MikeDMerrill
  33. 33. Research and ListenAssess Web Presence What sites are they most engaged on? Read what they’ve written Read audience comments Get a sense of what’s importantBuild #BrandAidTX
  34. 34. Engage Comment Retweet Ask questionsInvite Invite to exclusive events Ask them to guest blog Then invite to test driveBuild #BrandAidTX
  35. 35. All of the Bacon and EggsBuild #BrandAidTX
  36. 36. Planning for success
  37. 37. Checklist for Influencer outreach events Exclusive Tours Photos Social Media Properties Assets: USB Key and Dropbox Examples of tweets/FB Posts/ Hashtag DisclosurePlan #BrandAidTX
  38. 38. Encourage PhotosPlan #BrandAidTX
  39. 39. Ron Swanson Macy’s Day Parade Float #BrandAidTX
  40. 40. Measure results
  41. 41. What Success Looks Like Baseline  Facebook Fans  Twitter Followers  Inbound Links  Mentions  Impressions  SEO Position for Business Name Facebook Twitter  Event Attendees SEO Inbound Links  Web Traffic to new program Mentions ImpressionsMeasure #BrandAidTX
  42. 42. Social Media Club of DallasWebsite: http://smcdallas.orgTwitter: @SMCDallasFacebook: Facebook.com/SMCDallasHashtag: #smcdallasUpcoming EventFebruary 21st 6pmMockingbird Station #BrandAidTX
  43. 43. ThanksThanks• TWITTER: @MikeDMerrill• EMAIL: Mike.Merrill@ReachLocal.com• BLOG: http://blog.reachlocal.com• WEBSITE: http://www.reachlocal.com• TWITTER: @ReachLocal

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