SlideShare a Scribd company logo
How to Research Influencers
for Your Next Marketing
Campaign
Paul May
Co-founder, BuzzStream
Get in touch anytime:
@PaulMay
Welcome!
Don’t be shy:
Tweet along with us!
#MentionWebinar
Tweet along: #MentionWebinar
Building a list
of influencers
is easy...
Tweet along: #MentionWebinar
...but building an influencer campaign that
gets results takes work.
Tweet along: #MentionWebinar
The challenge you face...
1/9/90 Model of Influence
Tweet along: #MentionWebinar
Content
Creators
(1%)
Engagers
(9%)
The Market
(90%)
Content creators shape the market and drive the conversation
Source: Aaron Strout, W2O Group and Dr. Bill Ward, Syracuse University
Tweet along: #MentionWebinar
Source: d
“Although most writers publish
one story per day, 44% of them get
pitched a minimum of TWENTY
TIMES per day”
Tweet along: #MentionWebinar
In the middle of difficulty,
LIES OPPORTUNITY.
- Albert Einstein
Tweet along: #MentionWebinar
There are three keys to a successful
influencer marketing campaign.
Planning, research and relationships.
Tweet along: #MentionWebinar
Gated eBook targeted at
SEOs and content
marketers
Case Study:
‘Linking Outside
the Box”
Tweet along: #MentionWebinar
Step 1
DOCUMENT GOALS
AND KPIs - ALL
ROADS SHOULD
LEAD HERE
Goals and KPIs for the eBook
Tweet along: #MentionWebinar
● Principal Goal: Generate interest and drive “marketing qualified
leads” for our SEO product (BuzzStream for Link Building).
● KPIs:
○ 1,000 downloads of the eBook within one month of launch
○ 100+ people sharing the eBook
○ 500+ new non-customer names in our email list
○ 10% increase in BuzzStream trial signups over last month
Tweet along: #MentionWebinar
Step 2
MAP THE
INFLUENCER
LANDSCAPE
Who influences this eBook’s
target market?
Tweet along: #MentionWebinar
PeersThought leaders Journalists
SEO Twitter
SEO Community
sites (e.g.,
inbound.org)
Link building
bloggers
High authority
SEO and content
marketing bloggers
Digital PR bloggers
Search marketing
pubs
Marketing pubs
Content marketing
pubs
Tweet along: #MentionWebinar
PeersThought leaders Journalists
Exposure
Sharing culture
Relationships
Build a reputation as
an expert
Exposure for their
agency/company
“Give to get”
Strength of story
Fit with their beat
Pitch quality, easy to
work with, respects
their time, etc.
“What’s in it for me?”
What motivates these influencers to promote content?
● Journalists and high influence bloggers will rarely write about gated
content.
● Community members often don’t like to share a link to a landing page
Challenge
Tweet along: #MentionWebinar
● Where do conversations about your topic take place? Where does
sharing take place? How social is the market?
● What motivates people to promote content about your topic?
● Is activity concentrated among a few publishers, or is the market
fragmented?
● What’s the author model for the key publications? Journalists?
Regular contributors? Guest contributors? Hybrid?
● What’s the background of the authors in the space? Are there natural
segments?
Questions to ask when mapping the landscape
Tweet along: #MentionWebinar
Tweet along: #MentionWebinar
Tools to help map the influencer landscape
Tweet along: #MentionWebinar
Step 3
CONNECT THE
CONTENT
PROMOTION PLAN
TO GOALS/KPIs
Our Approach - Owned, Earned, Paid Promotion
Ideation LaunchEditing/StagingContent Creation
Content Collaboration - big influencers
Early access:
- influencers
-friends
Early access:
Customers
Targeted
Social Ads
Owned Media
Promotion
Early access:
Advocates
Relationship Nurturing - influencers, sharers
Tweet along: #MentionWebinar
Content Collaboration
Included influencers in
multiple key segments.
Multiple benefits:
○ Improved the book
○ Broadened reach
○ Added credibility
Tweet along: #MentionWebinar
Customer and
Community Relationships
Send early copies:
○ Influencers/friends: one
week before launch
(soliciting feedback)
○ Customers: 1 day before
launch (early access)
Include shout-outs in the
blog post.
Benefits:
○ Improved the eBook
○ Drove sharing
○ Built loyalty
Tweet along: #MentionWebinar
Targeted Social Ads
Twitter, LinkedIn,
Facebook, retargeting
Twitter targeting:
○ Followers of link building
influencers
○ Don’t follow BuzzStream
Tweet along: #MentionWebinar
Step 4
FIND AND RESEARCH
INFLUENCERS TO
BUILD YOUR LISTS
Tweet along: #MentionWebinar
BuzzStream Discovery
Use to find influencers
for collaboration
Benefits:
○ Research content
creators via keyword
○ See all influencer
content & shares
○ Determine influencer
engagement & activity
1.Set threshold metric filters (DA 60+, posted in past year, 1,000+
Twitter followers)
2.Enter relevant keyword (link building)
3.Review influencers by content to determine collaboration candidates
BuzzStream Discovery Workflow
Tweet along: #MentionWebinar
Tweet along: #MentionWebinar
Google
Use to determine top
ranking domains in a
niche
Benefits:
○ Ubiquitous
○ Advanced search &
filter options
○ Review organic and
paid results
1.Structure search term to return optimal results (“link building
intitle:guide” within past year)
2.Review domains and content to determine relevance (several plugins,
including our Buzzmarker, can help speed this up)
3.Determine author information and add to list
Google Workflow
Tweet along: #MentionWebinar
Tweet along: #MentionWebinar
BuzzSumo
Use to find sharers of
similar content
Benefits:
○ Search top content by
keyword or domain
○ See who shares and
links to content
○ View information for
specific URLs
1.Search URL for specific piece of similar content (in our case we use
“The Beginners Guide to Link Building” from Moz)
2.Click “Sharers” button next to the content
3.Research list of Twitter users in your niche willing to share content
similar to what you’re promoting
BuzzSumo Workflow
Tweet along: #MentionWebinar
Tweet along: #MentionWebinar
Step 5
NURTURE
RELATIONSHIPS
“BEFORE THE ASK”
Questions?
Tweet along: #MentionWebinar
Thank you!
Further questions? Contact us:
Paul May - email address
Brittany Berger - brittany@mention.com
Tweet along: #MentionWebinar

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Webinar: How to Research Influencers for Your Next Marketing Campaign

  • 1. How to Research Influencers for Your Next Marketing Campaign
  • 2. Paul May Co-founder, BuzzStream Get in touch anytime: @PaulMay Welcome!
  • 3. Don’t be shy: Tweet along with us! #MentionWebinar
  • 4. Tweet along: #MentionWebinar Building a list of influencers is easy...
  • 5. Tweet along: #MentionWebinar ...but building an influencer campaign that gets results takes work.
  • 6. Tweet along: #MentionWebinar The challenge you face...
  • 7. 1/9/90 Model of Influence Tweet along: #MentionWebinar Content Creators (1%) Engagers (9%) The Market (90%) Content creators shape the market and drive the conversation Source: Aaron Strout, W2O Group and Dr. Bill Ward, Syracuse University
  • 8. Tweet along: #MentionWebinar Source: d “Although most writers publish one story per day, 44% of them get pitched a minimum of TWENTY TIMES per day”
  • 9. Tweet along: #MentionWebinar In the middle of difficulty, LIES OPPORTUNITY. - Albert Einstein
  • 10. Tweet along: #MentionWebinar There are three keys to a successful influencer marketing campaign. Planning, research and relationships.
  • 11. Tweet along: #MentionWebinar Gated eBook targeted at SEOs and content marketers Case Study: ‘Linking Outside the Box”
  • 12. Tweet along: #MentionWebinar Step 1 DOCUMENT GOALS AND KPIs - ALL ROADS SHOULD LEAD HERE
  • 13. Goals and KPIs for the eBook Tweet along: #MentionWebinar ● Principal Goal: Generate interest and drive “marketing qualified leads” for our SEO product (BuzzStream for Link Building). ● KPIs: ○ 1,000 downloads of the eBook within one month of launch ○ 100+ people sharing the eBook ○ 500+ new non-customer names in our email list ○ 10% increase in BuzzStream trial signups over last month
  • 14. Tweet along: #MentionWebinar Step 2 MAP THE INFLUENCER LANDSCAPE
  • 15. Who influences this eBook’s target market? Tweet along: #MentionWebinar PeersThought leaders Journalists SEO Twitter SEO Community sites (e.g., inbound.org) Link building bloggers High authority SEO and content marketing bloggers Digital PR bloggers Search marketing pubs Marketing pubs Content marketing pubs
  • 16. Tweet along: #MentionWebinar PeersThought leaders Journalists Exposure Sharing culture Relationships Build a reputation as an expert Exposure for their agency/company “Give to get” Strength of story Fit with their beat Pitch quality, easy to work with, respects their time, etc. “What’s in it for me?” What motivates these influencers to promote content?
  • 17. ● Journalists and high influence bloggers will rarely write about gated content. ● Community members often don’t like to share a link to a landing page Challenge Tweet along: #MentionWebinar
  • 18. ● Where do conversations about your topic take place? Where does sharing take place? How social is the market? ● What motivates people to promote content about your topic? ● Is activity concentrated among a few publishers, or is the market fragmented? ● What’s the author model for the key publications? Journalists? Regular contributors? Guest contributors? Hybrid? ● What’s the background of the authors in the space? Are there natural segments? Questions to ask when mapping the landscape Tweet along: #MentionWebinar
  • 19. Tweet along: #MentionWebinar Tools to help map the influencer landscape
  • 20. Tweet along: #MentionWebinar Step 3 CONNECT THE CONTENT PROMOTION PLAN TO GOALS/KPIs
  • 21. Our Approach - Owned, Earned, Paid Promotion Ideation LaunchEditing/StagingContent Creation Content Collaboration - big influencers Early access: - influencers -friends Early access: Customers Targeted Social Ads Owned Media Promotion Early access: Advocates Relationship Nurturing - influencers, sharers
  • 22. Tweet along: #MentionWebinar Content Collaboration Included influencers in multiple key segments. Multiple benefits: ○ Improved the book ○ Broadened reach ○ Added credibility
  • 23. Tweet along: #MentionWebinar Customer and Community Relationships Send early copies: ○ Influencers/friends: one week before launch (soliciting feedback) ○ Customers: 1 day before launch (early access) Include shout-outs in the blog post. Benefits: ○ Improved the eBook ○ Drove sharing ○ Built loyalty
  • 24. Tweet along: #MentionWebinar Targeted Social Ads Twitter, LinkedIn, Facebook, retargeting Twitter targeting: ○ Followers of link building influencers ○ Don’t follow BuzzStream
  • 25. Tweet along: #MentionWebinar Step 4 FIND AND RESEARCH INFLUENCERS TO BUILD YOUR LISTS
  • 26. Tweet along: #MentionWebinar BuzzStream Discovery Use to find influencers for collaboration Benefits: ○ Research content creators via keyword ○ See all influencer content & shares ○ Determine influencer engagement & activity
  • 27. 1.Set threshold metric filters (DA 60+, posted in past year, 1,000+ Twitter followers) 2.Enter relevant keyword (link building) 3.Review influencers by content to determine collaboration candidates BuzzStream Discovery Workflow Tweet along: #MentionWebinar
  • 28. Tweet along: #MentionWebinar Google Use to determine top ranking domains in a niche Benefits: ○ Ubiquitous ○ Advanced search & filter options ○ Review organic and paid results
  • 29. 1.Structure search term to return optimal results (“link building intitle:guide” within past year) 2.Review domains and content to determine relevance (several plugins, including our Buzzmarker, can help speed this up) 3.Determine author information and add to list Google Workflow Tweet along: #MentionWebinar
  • 30. Tweet along: #MentionWebinar BuzzSumo Use to find sharers of similar content Benefits: ○ Search top content by keyword or domain ○ See who shares and links to content ○ View information for specific URLs
  • 31. 1.Search URL for specific piece of similar content (in our case we use “The Beginners Guide to Link Building” from Moz) 2.Click “Sharers” button next to the content 3.Research list of Twitter users in your niche willing to share content similar to what you’re promoting BuzzSumo Workflow Tweet along: #MentionWebinar
  • 32. Tweet along: #MentionWebinar Step 5 NURTURE RELATIONSHIPS “BEFORE THE ASK”
  • 34. Thank you! Further questions? Contact us: Paul May - email address Brittany Berger - brittany@mention.com Tweet along: #MentionWebinar