The Purple Dinosaur - Finding the right influencers for outreach
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Jason Falls's slides from #tbex2015 on The Purple Dinosaur - Finding the right influencers for outreach in the travel and tourism industry.
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The Purple Dinosaur - Finding the right influencers for outreach
- 2. Social Media is Wonderful ELASTICITY + HOLY SMOKES! Fonzales
- 3. But the rules have changed … ELASTICITY + HOLY SMOKES!
- 4. Reaching your audience today … ELASTICITY + HOLY SMOKES! Imgarcade.com
- 5. Why is it so hard? ELASTICITY + HOLY SMOKES! Miguel Angel Aparicio
- 6. … and then there’s this … ELASTICITY + HOLY SMOKES!
- 7. What does it all produce? ELASTICITY + HOLY SMOKES!
- 8. The winners produce the signal ELASTICITY + HOLY SMOKES!
- 9. The signal is the better train wreck ELASTICITY + HOLY SMOKES!
- 10. And this is where we’re headed ELASTICITY + HOLY SMOKES!
- 11. So what do you do? Mike Baldwin
- 12. Ask who makes your audience say, “That is awesome!?” And work with them. - Me. Just now. (Tweet that!)
- 13. There are paid and premium tools …
- 14. But you must curate!
- 15. Then there’s the free way … • Search for “Top Blogs in XXXX” lists • Find blogs and tweets about related brands – Who’s posting them? • Ask your core customers who they read • Research those authors
- 16. There are even free tools …
- 17. But understand context! 268,000 Facebook Fans 51,000 Twitter Followers
- 20. A resource … Just Google: “Social Media Explorer Influencer Identification Tools”
- 21. Look for media kits • Page or PDF easily accessible • Outlines the types of sponsorships they offer • Prices for sponsored posts, guest posts, AND social sharing/activation • Links to examples/proof
- 22. They show us their audience • Illustrate who your audience is • Traffic numbers, demographics, social behaviors, interest graph • Quantcast, Compete, Cision data • The better = more relevant
- 23. They offer proof … honestly RESULTS • 256 million total impressions; • 91 major national media hits; • 43,700 visits to the Facebook app; • 157,000 separate points of engagement; • Most tax returns filed in a single year; • Competitor Intuit acknowledged HRB’s aggressive outreach to a younger demographic in their earnings call.
- 24. Ask for proof! • Lifestyle blogger • 60,000 monthly uniques*** • 250,000 PV/Month • 2,000 people per day X 5 • 10,000 @ $750 per post • $13.33 per impression
- 25. And then there’s this … • Parenting.com • 2.1 MM monthly uniques • $15 per 1,000 impressions for an ad • Even if impression in post is worth 10X more? • $6.33 per impression
- 26. Look for those who understand PR • Respond well to your desire to be relevant and reliable • Understands the need for organic and paid placements • Consider sharing organic content as relationship- building • Don’t always have a hand outiStockPhoto.com
- 27. You’ll have to compromise something … Reach CostEffectiveness Partner Attitude
- 28. Food for Thought David Schrader
- 29. Yes, there are greedy, egotistc bloggers. But the good ones can drive passionate consumers to care about your brand. - Me. Just now. (TWEET THAT!)
- 30. Jason Falls Elasticity @JasonFalls goelastic.com 100proofshow.com jasonfalls.com Get the slides! www.slideshare.net/elasticity Contact Info
Hinweis der Redaktion
- 4 TV, 1-2 papers, 1-2 radio, 1-2 magazines, movies, events.
- 1000 different cable channels (US), Netflix and Amazon Prime, 387 Sirius/XM channels, FCC – 21 radio in Louisville. Probably 45. Magazine rack at Barnes and Noble.
- Brian Solis and Jess3
- Every person is 3-4 channels alone.
- Every person is 3-4 channels alone.
- We’re all building the better train wreck - Our job is to get attention - The world has become tabloid-ized - To stand out, we have to create Holy Smokes - It’s an emotional connection
- a dystopian society where advertising, commercialism, and cultural anti-intellectualism have run rampant and that is devoid of intellectual curiosity, social responsibility, and coherent notions of justice and human rights.
- Travels of Adam – Hipster travel, gay travel topics,
- Authentic Florida
- This is what you’re up against. Share your metrics. If you can’t drive the engagement for the brand, you’re just stealing their money. If you can, then you will get more of it and earn it.
- PR people are just paid flacks, trying to push someone’s message for a buck But if all you ever write about brands, etc., is sponsored You are just a paid flack, trying to push someone’s message for a buck