influencer relations: building and nurturing relationships
DESCRIPTION
Experienced PR pros know that while having a great story is important, you need to reach the right people to get the story told. Building strong relationships with key influencers is an integral element in digital PR strategies. In this presentation, Heather Whaling reveals 5 steps to build and nurture relationships with key influencers.TRANSCRIPT
Building Relationships with Influencers
Heather Whaling [email protected]
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
1
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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”
2
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Make the First Move
*Shamelessly stealing this phrase from @PRSarahEvans
#WorkHacks:* Feedly (app)
BufferApp.com Newsle.com
Ifttt.com
3
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 [email protected]
subscribe: bit.ly/prTini
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