influencer outreach best practices - blogworld la 2011

Blogs, Bribes and Blogs, Bribes and Blasphemy: Blasphemy:

Engaging Influencers Engaging Influencers in a Changing Worldin a Changing World

Blogs, Bribes and Blogs, Bribes and Blasphemy: Blasphemy:

Engaging Influencers Engaging Influencers in a Changing Worldin a Changing World

@arikhanson | @gregswan@arikhanson | @gregswan

With You With You TodayToday

With You With You TodayToday

2

(that’s him!)

@arikhanson

#bwela#mnblogconf

arikhanson.com

With You With You TodayToday

With You With You TodayToday

3

@gregswan@webershandwick

@smshepherds@perfectporridge

(that’s him!)

How has the marketing world How has the marketing world changed?changed?

How has the marketing world How has the marketing world changed?changed?

(flickr CC: calamity_photography)(flickr CC: spikeyhelen)

How has Marketing World How has Marketing World Changed? Changed?

How has Marketing World How has Marketing World Changed? Changed?

• Social revolution• Focus on influencers• Long tail strategies• Metrics

InfluencerInfluencerMatchmaking 101Matchmaking 101

InfluencerInfluencerMatchmaking 101Matchmaking 101

(flickr CC: Night-thing

Who is an Influencer?Who is an Influencer?Who is an Influencer?Who is an Influencer?

• Everyone – in certain circles• Offline vs. Online• “Influencer” does not equal

“Blogger”• Attributes:

• Has an opinion – that people respect• Can impact perception, sales, behavior• Can spark/quell a crisis

Choosing Your InfluencerChoosing Your InfluencerChoosing Your InfluencerChoosing Your Influencer

• How can an influencer help me achieve my business/marketing objective?

• Is my brand prepared to hear/address genuine criticism?

• Who is already an advocate for my brand?

• Tools or lists should not drive thought process

Road to RomanceRoad to RomanceRoad to RomanceRoad to Romance• Flirting• Dating Period• First Date• Second Date• First Base…

• Man-to-man talk with Dad• (background check)

Personality > LooksPersonality > LooksPersonality > LooksPersonality > Looks

• Assessment: • Online and offline audit• Do they care about our brand?• Tone (snarky/salesy)• Potential reach (friends/fans/followers)• Value:

• For Influencer• For Brand

Illustrating InfluenceIllustrating InfluenceIllustrating InfluenceIllustrating Influence

Less Time

Low Impact

High Impact

MoreTime

Influencer ServicesInfluencer ServicesInfluencer ServicesInfluencer Services

Is this Legal? Is this Is this Legal? Is this Ethical?Ethical?

Is this Legal? Is this Is this Legal? Is this Ethical?Ethical?

(flickr CC: sully_aka__wstera2)

Is this Legal?Is this Legal?Is this Legal?Is this Legal?• Bloggers who make an endorsement must

disclose the material connections they share with the seller of the product or service.• “Bloggers or other word-of-mouth marketers”• ‘Material Connections’ (payments or free

products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed.

• Receiving cash or in-kind payment to review a product is considered an endorsement.-FTC.gov

(note: Greg and Arik are not legal counsel)

What would Grandma What would Grandma think?think?

What would Grandma What would Grandma think?think?

Illustrating EngagementIllustrating EngagementIllustrating EngagementIllustrating Engagement

HighContro

l

Low Credibility

Paid Content,

No Disclosure

High Credibility

LowContr

ol

Paid Content,

Full Disclosure

Organic Relationship, Full

Disclosure

Organic Relationship, No

Disclosure

10 Tips for 10 Tips for Engaging With Engaging With

Online InfluencersOnline Influencers

10 Tips for 10 Tips for Engaging With Engaging With

Online InfluencersOnline Influencers

Influencer Engagement Tips

1. Personalize/individualize

Influencer Engagement Tips

1. Personalize/individualize2. Be brief. Very brief.

2. Be Brief. Be Very 2. Be Brief. Be Very BriefBrief

2. Be Brief. Be Very 2. Be Brief. Be Very BriefBrief

2. Be Brief. Be Very 2. Be Brief. Be Very BriefBrief

2. Be Brief. Be Very 2. Be Brief. Be Very BriefBrief

Influencer Engagement Tips

1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the "A

listers"

29

Bloggers @ BlogWorld & New Media Expo

Lee Oddenjumps

with the Army

Golden Knights

Medgadget @ Brooke Army Medical Center

Medgadget @ Brooke Army Medical Center

Larry Henry @ Army 10th Anniversary NHRA RaceLarry Henry @ Army 10th Anniversary NHRA Race

Foodie Matt Armendariz @ Army’s Culinary Arts

Competition

Foodie Matt Armendariz @ Army’s Culinary Arts

Competition

@CK_Lunchbox Goes to Airborne School

@CK_Lunchbox Goes to Airborne School

Medical Student @ American College of

Surgeons Clinical Congress

Medical Student @ American College of

Surgeons Clinical Congress

David Banks @ Combat Situations

Unit

David Banks @ Combat Situations

Unit

Military Spouse Blogger@ Army Commander’s

Conference

Eric Jude Cortes @Army Reserve

Pre-Deployment Training

@bookieboo Does Basic Training at Fort Benning

3. Don’t focus on A-listers3. Don’t focus on A-listers3. Don’t focus on A-listers3. Don’t focus on A-listers

Influencer Engagement Tips

1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the "A listers“4. Don't forget about offline

activities

4. Don’t forget about offline 4. Don’t forget about offline activitiesactivities

4. Don’t forget about offline 4. Don’t forget about offline activitiesactivities

4. Don’t forget about offline 4. Don’t forget about offline activitiesactivities

4. Don’t forget about offline 4. Don’t forget about offline activitiesactivities

Influencer Engagement Tips

1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling

INTRODUCING WEBER SHANDWICK TO DUNCAN HINES | AUGUST 25, 2011 | PAGE 37

5. Make Your Ask 5. Make Your Ask CompellingCompelling

5. Make Your Ask 5. Make Your Ask CompellingCompelling

• Outreach via Instagram• 23 images tagged #penready from @stevenmoore & @chysti on Popular tab

• Total likes week of Oct. 17: 15,116

5. Make Your Ask 5. Make Your Ask CompellingCompelling

5. Make Your Ask 5. Make Your Ask CompellingCompelling

Influencer Engagement Tips

1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling6. Lead with them - not you

6. Lead with them - not 6. Lead with them - not youyou

6. Lead with them - not 6. Lead with them - not youyou

Influencer Engagement Tips

1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling6. Lead with them - not you7. Collaborate - don't preach

7. Collaborate—don’t 7. Collaborate—don’t preachpreach

7. Collaborate—don’t 7. Collaborate—don’t preachpreach

7. Collaborate—don’t 7. Collaborate—don’t preachpreach

7. Collaborate—don’t 7. Collaborate—don’t preachpreach

Nickelback Over Nickelback Over NickelbackNickelback

Nickelback Over Nickelback Over NickelbackNickelback

“Someday” and “How You Remind Me”

Influencer Engagement Tips

1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling6. Lead with them - not you7. Collaborate - don't preach8. Always have a follow-up ask

8. Always have a follow-up 8. Always have a follow-up askask

8. Always have a follow-up 8. Always have a follow-up askask

After confirming coverage: ALSO, want to give away tickets? Share a track with readers?

Influencer Engagement Tips

1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling6. Lead with them - not you7. Collaborate - don't preach8. Always have a follow-up ask9. Disclose paid relationships

9. Disclose paid 9. Disclose paid relationshipsrelationships

9. Disclose paid 9. Disclose paid relationshipsrelationships

9. Disclose paid 9. Disclose paid relationshipsrelationships

9. Disclose paid 9. Disclose paid relationshipsrelationships

Influencer Engagement Tips

1. Personalize/individualize2. Be brief. Very brief.3. Don't solely focus on the “A listers”4. Don't forget about offline activities5. Make your ask compelling6. Lead with them - not you7. Collaborate - don't preach8. Always have a follow-up ask9. Disclose paid relationships10.Measure, Evaluate, Adjust

In summaryIn summaryIn summaryIn summary

• Influencer engagement

(flickr CC: thompsonchan)

(flickr cc: robras)

Questions?

Questions?