3. About Steve
20+ Years Marketing and Communications
Lead Generation
Public Relations
Digital Marketing Strategist
Apple, Electronic Arts, Intel, Cisco, Stanford
Forbes magazine Top 50 Social Media Power
Influencers
#1 Most Real Twitter Followers (95%) of 72,000
Blogger at The @Steveology Blog
4. Agenda
Research
Strategy &
Goal Setting
Identifying
Influencers
Content Creation
Metrics
Case Studies
Q & As
13. The David Meerman Scott
Experiment
In last 1 to 2 months, in order to
research a product or service you
might want to buy, either
personally or professionally, have
you…
14. In last 1 or 2 months, in
order to research a product
or service used
• Direct mail?
• Yellow pages?
• Trade Show as a non-vendor?
• Mainstream media?
15. In last 1 or 2 months, in
order to research a product
or service used
• Asked via your social network
(email/Facebook) for advice and they sent
you a link?
• Google or other search engine?
16. In last 1 to 2 months, in order to
research a product or service
• Direct mail ad 2%
• Yellow pages 5%
• Trade Show as a non-vendor 5%
• Mainstream media 20%
17. In last 1 to 2 months, in order to
research a product or service
• Asked via social network
(email/Facebook) for advice and they
sent you a link 95%
• Used Google or other search engine
~100%
35. Questions You Might Ask
What bloggers do you read most often?
What's most frustrating about [Blank]?
What kind of training would help you sell more
[Blank]?
What is your biggest challenge at your
company?
What do you want to learn more about to be
more successful at [Blank]?
83. Impact Of Blog Posts On Leads
25
23
77% Increase
20
15 13
10 30% Increase
9
10
5
0
0-11 12-23 24-51 52+
Source HubSpot
84. Content impact leads because...
• Grow indexed pages in Google
• Increase the number of keywords you're
ranked for by Google
• Generate inbound links (A key factor in
Google's organic search ranking.)
129. Success With Influencers
Offer them something unique to do or see
Talk to them from their perceptive
Engage with them before you need them
130. Success With Influencers
Build a relationship that outlasts the
campaign.
Be human and candid in your
conversations
Let them tell your story in their own words