hands on: identifying influencers
DESCRIPTION
With the media in decline, the dynamics of influence have changed dramatically. Individual bloggers, Twitter members and Facebook fan page administrators can have significant influence over a market, particularly in the B2B realm. This presentation gives you hands-on advice on how to find influential people, engage their attention and cultivate them as lead generation sources. We go in-depth to look at alternative search techniques using tags, social bookmarking sites, blogrolls and user-generated content communities. We also cover steps for reaching out and building long-lasting relationships with these new influencers.TRANSCRIPT
Identifying and Engaging Online Influencers
Paul Gillin, AuthorThe New Influencers
Secrets of Social Media MarketingSocial Marketing to the Business Customer
New Influencers are Passionate – Both Pro and Con
Source: Sean Moffitt, BuzzCanuck
Desire to Influence
Others
Brand Engagement
Passiv
eA
cti
ve
Reject Favor
Traditional InfluencersAuthoritative 3rd parties, community leaders, press, gov’t.
Traditional InfluencersAuthoritative 3rd parties, community leaders, press, gov’t.
Haters Lovers
Critics Enthusiasts
Skeptics
Mainstream
Dismissers
Followers
Meet the new influencers
Steve Hall
Philipp Lenssen
Paige Heninger &Gretchen Vogelzang
Hands-on example
For an energy management ISV, we want to identify
influencers who specialize in building environmentals.
Start With A Google Blog Search
Tip: Use advanced search!
Look for authority and fans
This one
looks promising
Open and Examine Results
Signs to look for
Old entries
Low interaction
Spam blogs
Possible competitor?
Technorati Rates Blogs
Authority ratings show activity, inbound links
Profiles show interests and followers
Fans share passion
Tag cloud shows interests
Signs of Life
Multiple social outlets
Active comments
Advertising
Dedicated domain
Use Website Grader and
Compete.com
Who’s Following?
FacebookTwitter
Inbound links
Mining a blogBlogroll leads to relevant sites
Who do they link to?
Other Venues
3,000 “fans”
9,000 “fans”
3,800 members
1,700 members
Other Venues
Specialty & Multi-contributor
Little-Known Listening Gems
Social bookmarking sites
Social Media Search
Website Evaluators
OK, so now what?
•Read, comment, understand
•Reach out with something of value
•Play to ego, self-importance
•Treat online influencers as you would the media
•Engage before you pitch
Engagement tactics
•Invite them into the club
•Offer links or small promotions
•Use discounts, giveaways, contests, free trials
•Never edit or censor what they say
•Consider affiliate programs
How to Engage
Dear <blogger name>:
I'm a big fan of your site, <blog title>, and think you provide a tremendous value to the construction trade. I would like you to know about a new site we have just launched...
Wrong
Right
Dear Susie:
GreenBuildingElements.com is a must-read for us here at Energy Efficient Solutions. We particularly like your focus on designing homes with sustainability in mind. I have personally recommended your Green Building 101 Series to several of my colleagues as examples of how the process of building green homes can be fundamentally rethought. As you wrote recently, "It all starts with the foundation. So let’s start from the beginning."
The Twitter Equation
• Follow people you admire
• Comment upon and retweet their messages
• Include their Twitter name
• If they follow you, thank them
• Ask for advice, input
• It’s occasionally OK to ask for a RT
• They know they’re important; don’t abuse the relationship
Checking out "Facebook and Health Ads" on @WEGOHealth : http://ning.it/93dQ6z
Tweeps: I'm in front of a college journalism class. What shld these students know abt social media.
RT @tshuttleworth: This is the golden age of engagement for book publishers. - Arianna Huffington #toccon
Influencer Relations
“Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.”
In B2C market, influencer relations successes include:
Molson Beer
Toro Lawnmowers
Zarafina Tea
PBS
Parents magazine
Goal Turn customers into fans
Tactic Recruit 10 prominent bloggers for access, trials
Metrics Blog posts, videos, tweets, traffic
Results One video received 320,000 views6,200 downloads of Facebook appMany blog entriesProgram renewed for second year
Quote “12 months of relationship building, meetups and feedback gathering has changed the way we think, act and plan our communications and events.”
-Ken Kaplan, Intel
Recruit
Action: Turn enthusiasts into promotersTools: Widgets, tchotchkes, access, retreats
Objective: Build low-cost virtual sales force of informed customers
Result: Brand visibility; sales leads
Thank You!
Paul Gillin
508-656-0734
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin