influencer relations: building and nurturing relationships

Building Relationships with Influencers

Heather Whaling heather@gebencommunication.com

prtini.com • @prTini

a fresh approach to networking:

(a virtual workshop)

#MMIWorkshop

Opportunity #1: Better connections, relationships

PR: Still a relationship-driven business

Who are these people?

•  Bloggers •  Facebook admins •  “Tweeters” •  Brand advocates •  Media •  Referral sources •  Current & potential customers

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Audience vs Advocacy Awareness vs Action

“We overrate audience and underrate advocacy.” – @jaybaer

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5 Ways to Initiate & Nurture Relationships

Social “Stalking” (and I mean that in the nicest possible way)

Twitter lists: •  Customers/clients •  Online influencers •  Media/bloggers •  Analysts List tips: •  Build multiple lists (public or private) •  Keep them manageable •  Find/identify interaction opportunities •  Differentiate between strategic & conversational posts

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Newsle Lists* •  Referral sources •  Prospects •  Clients/customers (main contacts & decision makers) •  Media and influencers you’ve previously worked with •  Media and influencers you want to work with •  Industry-specific gatekeepers •  Industry-specific thought-leaders •  Role models and people in inspire/motivate you •  People “in your corner”

*Note: Many of these ideas work for brands and individuals

More Social “Stalking”

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Make the First Move

*Shamelessly stealing this phrase from @PRSarahEvans

#WorkHacks:* Feedly (app)

BufferApp.com Newsle.com

Ifttt.com

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Online Connections Offline Relationships •  Handwritten notes •  Apps that send cards •  Skype, G+ Hangouts, or even telephone! •  In-person meet-ups

Back to Basics 4

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Incentivize Behaviors, Drive Repetition 5

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Meet Dave, @MVNUSID

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case study Outback Uses Surprise & Delight to Celebrate @MVNUSID’s Birthday

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Surprise: •  $45 gift certificate for Dave •  Outback backpack •  40 individually wrapped presents

for Dave to distribute Amplification: •  39 videos •  Jack Hanna on local TV •  Debbie Gibson on YouTube

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“Customers crave truly authentic relationships. Customers who are empowered will take action on behalf of the brand.” – @Outback

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Influencer outreach isn’t media relations

Most bloggers: •  Aren’t breaking news •  Answer to communities, not editors •  Haven’t graduated from journalism school •  Don’t want your press releases

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Bad Influencer Relations

Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)

Good Blogger Relations

Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)

5 Cs of Influencer/Blogger Relations •  Cultivate relationships. •  Collaborate to develop mutually beneficial

relationships. •  Without solid content, you won’t secure coverage. •  Influencers answer to their community, not an

editor. •  What’s the ask? Communicate clearly and

succinctly so they can evaluate the opportunity.

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“You have to earn the right to sell something in the same way you earn the right to ask a favor.” – Renegades Write the Rules, @AmyJoMartin

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Disrupt the status quo. Build awareness.

Acquire customers. Excel in the social world.

Increase sales. Innovate best practices.

Heather Whaling • @prTini heather@gebencommunication.com

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