How To Fuel Your Content Marketing With Influencers - CMWorld Master Class

Download How To Fuel Your Content Marketing With Influencers - CMWorld Master Class

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Content marketing and influencer marketing go hand in hand. These are the slides I presented at the CMWorld Master Class in New York.

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<p>PowerPoint Presentation</p> <p>How To Fuel Your Content Marketing with Influencers </p> <p>Amanda MaksymiwContent Marketing Manager, Lattice Engines@amandamaks#cmworld1@amandamaks</p> <p>Better Together.#cmworldContent marketing and influencer marketing are like peanut butter and chocolate. Fine on their own, but They make each other better. Ive built influencer marketing programs in my current role at Lattice and during my previous life at a Boston-based VC. 2@amandamaks</p> <p>Fueling Your Content Marketing With Influencers 4 steps#cmworldNow, lets shift gears and focus on how to incorporate IM into your CM creation efforts. 3@amandamaksThe PlanWhoPrep/EngagePitch</p> <p>#cmworldNow, lets shift gears and focus on how to incorporate IM into your CM creation efforts. 4@amandamaksThe PlanWhoPrep/EngageThe Pitch</p> <p>#cmworldNow, lets shift gears and focus on how to incorporate IM into your CM creation efforts. 5@amandamaks</p> <p>Step 1: Create The Plan#cmworldFirst things, first. Its important to remember that it isnt smart to just dive in and start email blasting a few people you found on social media. That isnt going to get you anywhere and it is a complete waste of time. With any marketing program, it is critical to slow down and create a plan. Document the building blocks. Lets talk about how. 6Step 1: Create The Plan Potential Goals</p> <p>Garner 20 mentionsBoost traffic by 2xCreate 5 pieces of contentContribute 3 guest blogsBoost conversions by 2x, etc. </p> <p>@amandamaks</p> <p>#cmworldI stress the importance of setting goals. It is really critical to know where you are starting before getting going. Without having this in place, youll never be able to track your progress. If your time is limited, I would stress focusing on one-two goals max. Some things to consider are you looking to drive more traffic, speed up your conversions, increase buzz? 7Step 1: Create The Plan - Metrics</p> <p>Community size# of organic mentionsSocial media engagementWeb traffic# of downloads, etc.</p> <p>@amandamaks</p> <p>#cmworldBased on the goal you are looking to hit, youll have a variety of metrics to track. Critical metrics could include community size, number of organic mentions, engagement on social media, or unique visitors, but of course the mix depends on what specifically you want to accomplish. These numbers can be used to create goals around the influencer program. You should pull these numbers again three, six, and twelve months into your influencer program to start gauging success. 8@amandamaksThe PlanWhoPrep/EngageThe Pitch</p> <p>#cmworldNow, lets shift gears and focus on how to incorporate IM into your CM creation efforts. 9@amandamaks</p> <p>Step 2: Uncover Who#cmworldNext, Its important to identify who. Who are your influencers? Influencers come in a variety of shapes and sizes. They could be academics, editors/reporters, bloggers, social media mavens, analysts, consultants, customers, partners, entrepreneurs, VCs... Lets focus on how you find these people, because it is more than just looking at a few Klout scores. There are capital I influencers and lowercase i influencers. 10Step 2: Uncover Who - Online</p> <p>Keyword-based searchesSocial mediaTools: LittleBird, Vocus, TapInfluence@amandamaks</p> <p>#cmworldI find the best approach to uncovering your influencers is a blend of online and offline research. Online start with a few different google searches with keywords that accurately describe your space, peruse social media to see who is talking about your space. Search different blogs. Look at where/how your competitors are getting coverage or spoken about online. You can also experiment with the different tools available Vocus, LittleBird, etc. Its not just about Klout scores and Twitter followers. </p> <p>11Step 2: Uncovering Who - Offline</p> <p>Talk with customersAttend eventsSurveyNetwork@amandamaks</p> <p>#cmworldThen dont forget to go offline. Talk to your customers, prospects, sales team. Find out what sites your audience visits. Who do they get amped about to see speak? What books/blogs are they reading etc. If you can, conduct a survey. If you have a teleprospecting team in place, have them ask your prospects. Its only a few simple questions and it could help save a lot of time. </p> <p>12Step 2: Uncover Who Keeping Track</p> <p>Build Twitter lists Create an excel fileAdd them your MAP / CRM@amandamaks</p> <p>#cmworldOnce you know the who, youll want to take a few steps to ensure you can always keep track of who they are. Here are some ideas.</p> <p>Simple start with a Twitter list. Make it public so your influencers can see that you recognize them. Call it ABC tech influencers. Get a system in place. If you are resource-constrained, create an excel sheet.</p> <p>If you do choose to add your influencers to your MAP / CRM tool to help manage the contacts and ultimate activities, keep some things in mind: Contact assignment, contact routing, contact intervals, create the proper restrictions so you arent putting them in prospect nurture campaigns, etc</p> <p>Keep track of their content, their contact information, and your activities. 13Heres A Quick Look At What To Store</p> <p>Contact InfoContact PreferencesContent/Social URLsPriority/ScorePitch IdeasActivities</p> <p>#cmworld@amandamaksThe PlanWhoPrep/EngageThe Pitch</p> <p>#cmworldNow, lets shift gears and focus on how to incorporate IM into your CM creation efforts. 15@amandamaks</p> <p>Step 3: Engage#cmworldNow the fun part. Once you have a handle on who your influencers are and what they are all about, you can start to build the relationship. Comment on their content. Engage on social media by retweeting and commenting to their posts. Once you have some solid back and forth, then pitch. </p> <p>Once you have an understanding of what makes your influencers tick, get on their radar with some outbound activities. Share their content with your audience or start posting supportive comments on their published works. You can also interact with your influencers on social channels. For example, sharing and retweeting their content and comments to your networks can help forge a connection and will indicate that you appreciate their perspective. If possible, you can even choose to reach out directly to your influencers and request a bit of their time to chat about their interests and issues first-hand. 16@amandamaksStep 3: Engage - Reminder</p> <p>Log your activitiesKeep track of your progress</p> <p>#cmworldWhether you are using a simple spreadsheet or MAP/CRM tool, be sure to log your activities and keep track of your progress. 17@amandamaksThe PlanWhoPrep/EngageThe Pitch</p> <p>#cmworldNow, lets shift gears and focus on how to incorporate IM into your CM creation efforts. 18@amandamaks</p> <p>Step 4: PitchSimplicity Rules#cmworldThis is it. This is what it comes down to. Making the pitch or making the ask. Ive found that these 4 ideas help to craft the right pitch.</p> <p>KISS no more than 1-2 paragraphs. No one has time to read your novel of an email. Get to the point quickly and be direct. You arent the only one emailing them.Make the connection explain a recent blog youve enjoyed, etc but be truthful. Dont go overboard because it comes across as phony.Show value explain why they should consider it explain the access to your audience. Make it hard to say no its easy. Start by asking for a quote, or a google hangout and get the video transcribed, write it for them.. Create a google form to capture answers. 19Step 4: Pitch</p> <p>Show Value@amandamaks</p> <p>#cmworldThis is it. This is what it comes down to. Making the pitch or making the ask. Ive found that these 4 ideas help to craft the right pitch.</p> <p>KISS no more than 1-2 paragraphs. No one has time to read your novel of an email. Get to the point quickly and be direct. You arent the only one emailing them.Make the connection explain a recent blog youve enjoyed, etc but be truthful. Dont go overboard because it comes across as phony.Show value explain why they should consider it explain the access to your audience. Make it hard to say no its easy. Start by asking for a quote, or a google hangout and get the video transcribed, write it for them.. Create a google form to capture answers. 20@amandamaks</p> <p>Step 4: PitchMake it hard to say No#cmworldThis is it. This is what it comes down to. Making the pitch or making the ask. Ive found that these 4 ideas help to craft the right pitch.</p> <p>KISS no more than 1-2 paragraphs. No one has time to read your novel of an email. Get to the point quickly and be direct. You arent the only one emailing them.Make the connection explain a recent blog youve enjoyed, etc but be truthful. Dont go overboard because it comes across as phony.Show value explain why they should consider it explain the access to your audience. Make it hard to say no its easy. Start by asking for a quote, or a google hangout and get the video transcribed, write it for them.. Create a google form to capture answers. 21Step 4: Pitch Sample Content Asks</p> <p>Quote for an ebookGuest blogPodcast / Google HangoutRoundtable responsesRequest to share content@amandamaks</p> <p>#cmworldHere are some ideas of what types of content you can co-create with influencers. If you are reaching out to a broad group of influencers for a short contribution to an ebook, for example, consider using Google Forms to pull together all of the answers. 22Hello [Name],We havent connected before but I work for X and I have enjoyed your blogs about Y. Wed love to collaborate with you about Z and we think our audience would love to hear from you. </p> <p>#cmworldHeres a sample. </p> <p>You wont always hear back and thats okay. Dont take rejection personally. 23@amandamaksThe PlanWhoPrep/EngagePitch</p> <p>#cmworldNow, lets shift gears and focus on how to incorporate IM into your CM creation efforts. 24@amandamaksTurbo Charge</p> <p>Automate some of your communication and share your best content</p> <p>#cmworldNow, that weve covered the framework, lets take a bit of time to cover what to do to take things to the next level. I think it is really smart to use some type of automation tool to track your progress and stay in contact on a more frequent level. If you are using a MAP, you can set a regular contact interval/nurture stream to touch your lower-tiered influencers with regular content. But try to keep it personal. Dont use mail merge and ensure you are writing really crafty subject lines to help capture attention. When you have a new piece of content, share it. When the content they helped create is live, share it. Use the tool to help stay in touch. There isnt a magic formula for staying in contact, but I strive for 2-3 month once the relationship is built. Remember that you dont always have to talk shop. Your influencers are people, They have families, interests, etc outside of your domain.25</p> <p>Real Life Examples@amandamaks#cmworld</p> <p>Co-Creation / Promotion6 interviews6 blog posts6 videos1 eBook</p> <p>#cmworldIntro Lattice again goal increase awareness, visibility, connect with cmo audience27</p> <p>#cmworldContest to generate buzz pre-event</p> <p>#cmworldIn efforts to generate a lot of buzz and increase our awareness at EE13 (a huge event for us) we created a social media contest and encouraged marketers to tweet and instagram what made them a marketing nerd. Before stopping there, we formally announced the contest by highlighting our top marketing nerds. We had such good reception, we released a second list. </p> <p>Emails related to the campaign had double the open rate, over 200 participants, over 400 tweets with MKTGnerd hashtag, surpassed our demand gen goals for the event in terms of badges scanned, demos demoed, MQLs identified 29</p> <p>#cmworld30</p> <p>#cmworld</p> <p>96K199K53K11K13K1.1 M reach2.1 M impressions62K#cmworld32</p> <p>Co-Creation40K views/month25K subscribers</p> <p>#cmworldImage Credits emmyboop peanut butter cupsQuestions?</p> <p>Amanda Maksymiw@amandamaks</p> <p>#cmworld</p>