hands on: identifying influencers

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Identifying and Engaging Online Influencers Paul Gillin, Author The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer

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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.

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Page 1: Hands On: Identifying Influencers

Identifying and Engaging Online Influencers

Paul Gillin, AuthorThe New Influencers

Secrets of Social Media MarketingSocial Marketing to the Business Customer

Page 2: Hands On: Identifying Influencers

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

Page 3: Hands On: Identifying Influencers

Meet the new influencers

Steve Hall

Philipp Lenssen

Paige Heninger &Gretchen Vogelzang

Page 4: Hands On: Identifying Influencers
Page 5: Hands On: Identifying Influencers

Hands-on example

For an energy management ISV, we want to identify

influencers who specialize in building environmentals.

Page 6: Hands On: Identifying Influencers

Start With A Google Blog Search

Tip: Use advanced search!

Page 7: Hands On: Identifying Influencers

Look for authority and fans

This one

looks promising

Page 8: Hands On: Identifying Influencers

Open and Examine Results

Signs to look for

Old entries

Low interaction

Spam blogs

Possible competitor?

Page 9: Hands On: Identifying Influencers

Technorati Rates Blogs

Authority ratings show activity, inbound links

Page 10: Hands On: Identifying Influencers

Profiles show interests and followers

Fans share passion

Tag cloud shows interests

Page 11: Hands On: Identifying Influencers

Signs of Life

Multiple social outlets

Active comments

Advertising

Dedicated domain

Page 12: Hands On: Identifying Influencers

Use Website Grader and

Compete.com

Page 13: Hands On: Identifying Influencers

Who’s Following?

FacebookTwitter

Inbound links

Page 14: Hands On: Identifying Influencers

Mining a blogBlogroll leads to relevant sites

Who do they link to?

Page 15: Hands On: Identifying Influencers

Other Venues

3,000 “fans”

9,000 “fans”

3,800 members

1,700 members

Page 16: Hands On: Identifying Influencers

Other Venues

Page 17: Hands On: Identifying Influencers

Specialty & Multi-contributor

Page 18: Hands On: Identifying Influencers

Little-Known Listening Gems

Social bookmarking sites

Social Media Search

Website Evaluators

Page 19: Hands On: Identifying Influencers

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

Page 20: Hands On: Identifying Influencers

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

Page 21: Hands On: Identifying Influencers

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."

Page 22: Hands On: Identifying Influencers

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

Page 23: Hands On: Identifying Influencers

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

Page 24: Hands On: Identifying Influencers

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

Page 25: Hands On: Identifying Influencers
Page 26: Hands On: Identifying Influencers

Thank You!

Paul Gillin

508-656-0734

[email protected]

Site: gillin.com

Blog: paulgillin.com

Twitter: pgillin