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Influencer outreach for slideshare
This document discusses influencer outreach and marketing. It defines influencer marketing as working with influencers to help spread the word about brands, products, content or services. Influencer outreach is important for marketing because consumers trust other consumers more than advertising. The document provides tips on finding influencers through BuzzSumo based on factors like audience size, engagement, authority and shared content overlap. It also offers guidance on building relationships with influencers, contacting them appropriately, and addressing legal and ethical considerations in influencer marketing campaigns.
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Influencer outreach for slideshare
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- 2. Create Better Content AtBuzzSumo we help content marketers improve their content through research, amplification and monitoring.
- 3. RAM Our Research, Amplify& Monitor Process
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- 6. What is InfluencerOutreach? Grown up version of asking your friends to do something because all of the cool kids are doing it!
- 7. Influencer marketing isworking with influencers to help spread the word about • Your brand • Your product • Your content • Your service
- 8. Many types, manygoals • Asking bloggers to write about your product • Teaming up on content pieces to share with different audience • Celebrity endorsements for products • Customer testimonials
- 9. High Klout Influencerstest drive for Cadillac
- 10. TheFrugalGirl.com writes aboutAldi grocery chain
- 11. #SoftSide of Life Downyleverages beautiful laundry on Instagram
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- 13. Why do it? •Demonstrate thought leadership • Increase sales • Grow your brand • Increase market share
- 14. Why do it? •From Social Times, May 2015 – Results of recent influencer marketing studies show: – Marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising. (McKinsey) – Customers who were acquired through word-of-mouth have a 37 percent higher retention rate. (McKinsey) – Marketers felt the biggest issue is scale with 59 percent intending to increase their influencer marketing budgets. (Tidal Labs) • From RhythmOne 1H Influencer Marketing Benchmark Report: – On average, marketers who implemented an Influencer Marketing program in 1H 2015 received $9.60 in earned media value (EMV) for every $1.00 of paid media spend. This represents an increase of 1.4x over our CY 2014 average EMV of $6.85.
- 15. Influencer outreach isimportant for marketing: “A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.” – Scott Cook, the founder and CEO of Intuit
- 16. • “Creating Greatcontent is not the finish line. It’s the starting line…content marketing must also include community, distribution, and promotion.” – Mark Schaefer, The Content Code Influencer Amplification is essential in Content Marketing
- 17. Our research on100m articles showed: • Getting even 1 influencer to share your content has a multiplier effect on overall shares • Getting 5 influencers to share your content quadruples your overall shares
- 19. 1 influencer* share=31.8%more shares overall 3 influencer shares=double overall shares 5 influencer shares=quadruple overall shares *Influencer=Average retweets over 2 (more on that later)
- 20. Typical Outreach Process •Find good quality, relevant content that has been shared heavily • Find the creators of the content and the sites that they’ve posted on • Find who shares specific content • Research authors and sharers to find out how authoritative they are • Find influencers in your topic area • Filter by relevant factors (e.g., site authority, number of followers, engagement rate) • Add key people to an outreach list • Reach out and build relationships with them. Follow them, share their content • Work with them to create quality content assets including interviews • Utilise their distribution routes and contacts to build links and social signals to the assets
- 21. How BuzzSumo CanHelp • Find content that is heavily shared • Identify the authors and their other most shared content • Find the people that share and amplify popular content • Find authoritative and well shared sites in the niche for your content • Find influencers in your topic area and filter by location, reach, authority and engagement • See the content they share • Follow and engage with influencers
- 22. How do youdefine influencer? • Several metrics that boil down to: • Audience size: How many people are listening to them? • Audience responsiveness: Do people act on their recommendations? Are they a good fit for your content or product? • Subject area • Interest in content besides their own
- 23. Find Influencers whose AudiencesOverlap with Yours
- 24. Find authors ofheavily shared content in your topic area:
- 25. Look for publishersof heavily shared content in your topic area:
- 26. Find Influencers ByTopic
- 27. Find Influencers bycompany
- 28. Find people whoshared content that overlaps with your content
- 29. Find people whoshared content from Industry leading domains
- 30. Find influencers whoshared competitor content Competitor A OR Competitor B
- 31. Find influencers ina specific location
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- 33. Ways To findInfluencers whose content overlaps with yours: Find authors of content that is heavily shared Find Influencers by topic area Find Influencers by company Find Influencers who shared content that overlaps with your content Find Influencers who shared content from industry-leading domains Find Influencers who shared competitor content Find Influencers by location Find Influencers by type
- 34. • Are theyinterested in content other than theirs?
- 35. Find Responsive Influencers Dothey: Respon d to tweets? Retweet content from other sources?
- 36. Find Influencers whoshare other people’s content
- 37. Find Authoritative Influencers •Are these influencers respected in their field? • Does an audience act on the information the influencer presents
- 38. Find Influencers bypage or domain authority
- 39. Find Influencers byAudience Size
- 40. Identify influencers whoseaudience responds to them
- 41. Remember: Bigger isn’t alwaysbetter. “True influence drives action, not just awareness.” -Jay Baer
- 42. Why average retweetsis important Your goal is for the influencers’ audience to react. Not just nod and smile.
- 43. Use BuzzSumo WithBuzzStream Create a prospecting list with BuzzStream
- 44. Use BuzzSumo WithBuzzStream Click ‘start prospecting’
- 45. Use BuzzSumo WithBuzzStream
- 46. Use BuzzSumo WithBuzzStream
- 47. You have alist of Influencers. Now what?
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- 49. Spreadsheet tips: • Eliminateanyone with less than 2 average retweets • Combine lists with influencers for the same topic (ie List of sharers for individual articles) • Eliminate duplicates • Eliminate anyone with reply and retweet ratios less than 20% • Eliminate non-English accounts • Eliminate any strays that just seem odd for your topic
- 50. Build strong partnerships •Ideally, you will begin to build relationships with influencers before you ask for their help. • Social is social: Give a lot to others, don’t just ask others to give to you.
- 51. How to ReachInfluencers • Tweet and share their content • Mention them when you share their content • Comment on their blogs • Seek introduction through a connection • Ask to interview them for your website • Ask them to write a guest post for your site • Collaborate on content As Matthew Barby says the first thing that you need to establish when approaching an influencer is consider their incentive.
- 54. What you canoffer • A link to the influencer’s personal site within each post, valuable if you have a high authority or highly ranked site • A recommendation for their services on your website • Free or discounted use of your services • Offer to share other content from the influencer to your mailing lists and social following • Money – Payment by shares achieved say
- 55. Don’t forget thebasics!
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- 57. Add them toa Twitter List
- 58. Build Twitter AdLists • Twitter now allows marketers to promote ads to audiences based on either email addresses from their own CRM system or lists of twitter IDs • Target people that share your content • Target influencers in a topic area • Export list from BuzzSumo and filter/refine
- 59. Get To KnowThem • What do they share
- 60. Get To KnowThem • What do they share
- 61. Set up analert for them • Use an author alert Be the first to share their content.
- 62. Find link opportunities •See who is linking to competitor content
- 63. What about Money? •Should influencers be paid?
- 64. What are thelegal or ethical issues for influencer marketing?
- 65. Know the legalissues • The FTC governs marketing in the US: – If you write about how much you like something you bought on your own and you’re not being rewarded, you don’t have to worry. However, if you’re doing it as part of a sponsored campaign or you’re being compensated – for example, getting a discount on a future purchase or being entered into a sweepstakes for a significant prize – then a disclosure is appropriate. *We are not lawyers. Consult a legal professional.
- 66. Know the ethicalissues: Contently.com provides great insights: From the world of Journalism seek truth act independently minimize harm be accountable
- 67. Content Marketing Codeof Ethics “Content marketing should seek to adhere to stricter standards of reporting than traditional journalism, due to it’s different legal position and increased commercial motivations. Content marketers should take care to disclose the sponsorship and intent of their work.” http://contently.com/strategist/2012/08/01/ethic s/
- 68. Avoid: • Deception – Hiringpeople to write fake reviews – Contracting people for fake likes, comments, retweets – Not disclosing affiliate links
- 69. Recommended Resources Legal issues: FTCendorsement guides: https://www.ftc.gov/tips-advice/business-center/guidance/ftcs- endorsement-guides-what-people-are-asking#social FTC advertising guides: https://www.ftc.gov/system/files/documents/plain-language/bus41-dot- com-disclosures-information-about-online-advertising.pdf Content Marketing Code of ethics from Contently: http://contently.com/strategist/2012/08/01/ethics/
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Editor's Notes
- #21 Brief overview of what we will cover.
- #22 If you don’t know trending topics, a good way is to search industry sites, assoc sites or competitor sites.
- #24 Many different way to find influencers for an outreach list
- #26 Do an author search or click on their name in a search
- #27 Start by going to the influencer tab. Type in your topic area and BuzzSumo will return a list of influencers by relevance. You can re-sort this list to find influencers that are relevant to you, for example: - Number of followers - Retweet ratio - Reply ratio - Page authority, if they have a blog or website
- #28 Start by going to the influencer tab. Type in your topic area and BuzzSumo will return a list of influencers by relevance. You can re-sort this list to find influencers that are relevant to you, for example: - Number of followers - Retweet ratio - Reply ratio - Page authority, if they have a blog or website
- #29 See that little View Sharers button? That one little button is your new best friend.
- #30 Search a site you like and see who shares their content.
- #31 See who shares competitor content
- #32 See who shares competitor content
- #33 Filter by type
- #44 As an example
- #45 As an example
- #46 Buzsztream pull in contact data
- #47 Display of buzzstream contact data
- #49 Export is really powerful
- #52 If you don’t know trending topics, a good way is to search industry sites, assoc sites or competitor sites.
- #55 What can you offer?
- #57 Follow users as you go
- #59 Start by going to the influencer tab. Type in your topic area and BuzzSumo will return a list of influencers by relevance. You can re-sort this list to find influencers that are relevant to you, for example: - Number of followers - Retweet ratio - Reply ratio - Page authority, if they have a blog or website
- #60 See what they share
- #61 See what they share
- #62 See what they share