SEJ Summit 2017: Integrated Influencer Marketing for SEO, PR, and Social Success by Dan Morrison
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Presenter: Dan Morrison of Aimclear Description: "Influencer Marketing" is one of the most misunderstood terms in our industry. It is the fine art of systematically reaching out to players who hold powerful sway over key audiences, from customers to media a crucial marketing skill. On this presentation, you will learn about: - The value of influencers - Paid outreach & targeting tactics - A continuum of outreach tactics, from aggressive to magnanimous - Building relationships through trust
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SEJ Summit 2017: Integrated Influencer Marketing for SEO, PR, and Social Success by Dan Morrison
- 4. ABOUT AIMCLEAR • Dominant in audience targeting & customer acquisition • Missing link unifying search, social, PR & psychographic display • Offices in Duluth & St. Paul Minnesota • Experienced augmenting multi-channel API ad tech systems
- 5. About Me • Client Services Director @ Aimclear • 10 years experience in digital marketing • ~6 years experience in husbanding (not to be confused with husbandry) • 4 years in fathering • Finn (3) • Eleanor (1) • 5-7 years experience in bearding • Embarrassing number of years losing at fantasy sports @danimalshouse
- 6. Under the Influence: Integrated Influencer Marketing
- 7. Agenda Value: Defining Influencers & Understanding the Value of Influencer Marketing in Your Marketing Mix Paid: Outreach & Social Targeting Tactics Unhinged Organic: Building Relationships through Trust 1 2 3
- 8. 1 VALUE: Defining & Understanding Value of Influencers @danimalshouse
- 9. Value of Influencer Marketing1 @danimalshouse
- 11. Why is Influencer Marketing Important • Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer (Twitter)40% Value of Influencer Marketing1 @danimalshouse
- 12. Why is Influencer Marketing Important • Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer (Twitter) • 71% of consumers are more likely to make a purchase based on a social media reference (Hubspot) 71% Value of Influencer Marketing1 @danimalshouse
- 13. Why is Influencer Marketing Important • Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer (Twitter) • 71% of consumers are more likely to make a purchase based on a social media reference (Hubspot) • 70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities (ThinkWithGoogle) 70% Value of Influencer Marketing1 @danimalshouse
- 14. Why is Influencer Marketing Important • Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer (Twitter) • 70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities (ThinkWithGoogle) • 71% of consumers are more likely to make a purchase based on a social media reference (Hubspot) • 83% of consumers trust recommendations from peers over advertising (Nielsen) 83% Value of Influencer Marketing1 @danimalshouse
- 15. More people are using ad blockers • eMarketer research asserts that ~69mm people used ad blocker in 2016 • Number is expected to rise by 24% to ~86.6mm people in 2017 Value of Influencer Marketing1 @danimalshouse
- 16. @danimalshouse
- 17. @danimalshouse
- 18. @danimalshouse
- 19. Influencers Come In All Shapes & Sizes Mid-Tier 100k – 500k Macro 500k – 1mm Celebrities 1mm+ Micro 1k – 100k @danimalshouse
- 20. PAID: Outreach & Targeting Tactics Unhinged 2
- 21. Influence Broad Brand Objectives • Real Links from Good Authority Sites SEO • Social Signals from Strong Users SEO • Focused Likes, Follows, Shares SEO $$$ • Insulation from Harsh SEO Updates SEO • PR Distribution to Bloggers & Media SEO • Scalable Psychographic Traffic • Attributable CONVERSION $$$ Paid: Audience Targeting2 @danimalshouse
- 22. Amplify Content to Media Influencers for PR Paid: Audience Targeting2 @danimalshouse
- 23. Amplify Content for PR + SEO Results Paid: Audience Targeting2 News, SEO, mentions Crisis management Interviews, articles Community relations Investor relations Media relations Links, Chatter, Citations @danimalshouse
- 24. Sponsored Posts on SEL & ML Paid: Audience Targeting2
- 25. Sponsored Posts on SEL & ML Paid: Audience Targeting2
- 26. Sponsored SEO! Paid: Audience Targeting2
- 27. Sponsored Content on SEL Paid: Audience Targeting2
- 28. Sponsored SEO! Paid: Audience Targeting2
- 30. LET’S GO HAVE SOME FUN!!!
- 31. Target Media Influencer Job Titles Paid: Audience Targeting2 @danimalshouse
- 32. Target Media Influencer Job Titles Paid: Audience Targeting2 @danimalshouse
- 33. Target Media Publications Paid: Audience Targeting2 @danimalshouse
- 34. Reach Journalists Paid: Audience Targeting2
- 36. Results from High Authority Sites Paid: Audience Targeting2
- 37. Results $300 Spend 4% LCTR 3:00 avg. TOS WSJ publication Paid: Audience Targeting2 @danimalshouse
- 40. Attracting & Recruiting Influencers Organic: Building Relationships3 Identify Listen Engage Success @danimalshouse
- 41. Influencer Research & Identification Google • Find Relevant Sites • Search for Industry + Use Tools • FollowerWo nk (Moz) • Sysomos MAP • BuzzSumo Organic: Building Relationships3 @danimalshouse
- 42. Google Search Organic: Building Relationships3 @danimalshouse
- 43. Compile List of Influencers • Visit site • Compile list of websites, social media handles, names and info into an excel document Organic: Building Relationships3
- 44. Tools - FollowerWork (Moz) Organic: Building Relationships3
- 45. Tools - BuzzSumo Organic: Building Relationships3
- 47. Sysomos (continued) Organic: Building Relationships3 (crunchy OR hippie OR environmentalist) AND (mom OR mother OR parent OR mama)
- 48. Listening Organic: Building Relationships3 What to Listen for: • “Intent” words • Brand mentions, misspellings (yours, theirs) • Overlapping topics of interest • Investors / board members • Products or services How to Listen: • Sysomos • Sprout Social • Crimson Hexagon • Buzz Sumo • Hootsuite @danimalshouse
- 49. Listening & Engaging Organic: Building Relationships3 • Connect in a personal manner • Initiate conversation like you’re both “real people” • Ask them for help & to share their advice with you • Approach relationship building like lead nurturing • Don’t always ”make the ask” right away • Give as much as you get to build relationship value for both sides @danimalshouse
- 50. Be Unique in What You Offer Organic: Building Relationships3 • Sponsor contests for your target influencers • Consider using influencers as reporters for your brand • Provide unrestricted access to information or new product launches @danimalshouse
- 51. Wrapping Up
- 52. Takeaways • Use paid psychographic targeting on social channels to reach influencers, generate backlinks, and create credibility • Start right away…you never know when you’re going to need an influencer • Lead with empathy and care for their brand • Employ multiple tactics AND influencers