DIY Influencer Marketing Webinar Slides for Biznology

© 2016 Mike Moran Group LLC
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Do-It-Yourself
Influencer Marketing
March 22, 2016Chris Abraham

© 2016 Mike Moran Group LLC@biznology | www.biznology.com
 Former Distinguished Engineer
 A senior strategist at
 A senior strategist at
 Senior Strategist at
 Author of three
books on
Internet marketing
 Founder of
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Your moderator for today: Mike Moran
@MikeMoran mike@mikemoran.com 973-826-0744
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Do-It-Yourself Influencer
Marketing
Chris Abraham
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Your speaker for today: Chris Abraham
 Digital strategist and
technologist at
 Avid blogger/contributor
at:
@chrisabraham chris@gerriscorp.com 202-352-5051
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What Influencer Marketing Is
 Influencer marketing is “a form of marketing in which focus is
placed on specific key individuals (or types of individual) rather
than the target market as a whole.” – Wikipedia
 Anyone and everyone who has a platform, a voice, and a network
can be reached out to, engaged with, and marketed to.
 Online, influencer marketing encompasses bloggers, journalists,
reporters, celebrities, musicians, internet celebrities, forum
owners, high post-count message boarders, folks on Twitter,
Facebook, Pinterest, Vine, Periscope, LinkedIn, SnapChat,
YouTubers, Tumblrs, Mediums, MailChimps, Listservers, etc.
 New essential “proof of life” signal to Google’s “new” algorithm
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What Influencer Marketing Isn’t
 Influencer marketing isn’t marketing: it’s public
relations/publicity and responds best to respect and appreciation
 Influencers are not your employees: they’re under no
obligation to do anything for you at all – even if they make a
promise to you – so remind, but don’t nag or threaten
 Influencers are not reporters: you can’t just assign a blogger a
story like an editor does a reporter and expect a Pulitzer
 Influencer marketing is not “fire and forget:” it requires quite
a lot of follow through, time, and attention and becomes more
effective over time as relationships deepen and mature
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Influencer Marketing is Platform Agnostic
 I have been doing influencer marketing in one form or another
since 2003 when I joined New Media Strategies
 Limiting yourself to one platform, chasing the latest and greatest,
or ignoring last year’s platform is an influencer marketing blind
spot
 From message boards to blogs; from Friendster to MySpace; from
Facebook to Twitter; from Google+ to Pinterest; from Tumblr to
Medium, from Vine to Periscope; from YouTube to Instagram; from
SnapChat to Reddit; from LinkedIn to Flickr; from FourSquare to
Swarm; from Kik to Yik Yak; from SoundCloud to WhatsApp ...
 It’s not about you or the platform, it’s about the influencer
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Types of Influencer Marketing Campaigns
 Tweeters: both powerful and ephemeral. Google notices the links
 G+ & Facebookers: personal profiles vs brand pages. Google notices
the links
 LinkedInners: direct marketing versus engaging as influencers
 Instagrammers: powerful branding potential but zero link-love
 YouTubers: celebrity is real here, but it’s also a real community
 Viners & Periscopers: powerful branding but limited potential with
Google
 Boarders: forums influence bloggers who influence the news – reddit
dominates
 Bloggers: most share their posts to multiple social media sites
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Online Influencer Discovery & Cultivation
1. Start with Google
2. Keywords and #Hashtags
3. Followers of Influencers
4. Who Influencers Follow
5. Social Media Mentions
6. Influencer Discovery Tools
 InkyBee, GroupHigh, SM2, Little
Bird, Audienti, etc. …
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Online Influencer Discovery & Engagement Tools
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Google Search
 Google’s an excellent tool for meta-search
 Search for “top topic blog,” “best topic blog,”
“best topic blogger,” “top ten topic blogs,” etc.
 When I use this method:
 For cursory research into the space
OR
 Cutting and pasting, spawning tab after tap,
pasting URLs and names into text documents,
often using Google to expand on lists on
GroupHigh, InkyBee, etc.
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Audienti
 Audienti is a combination of SEO, influencer outreach, social
media marketing and response, and innovative marketing
automation tools to allow Influencer Marketing to be 80%-90%
automated via Twitter and email, making sure that by the time
human attention is required, the conversion is almost won.
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 Users input target URLs,
competitor URLs, and
some keywords
 Data powered by
SEMRush, ahrefs, and
MOZ
 Very interesting tool

GroupHigh
 GroupHigh is a complete blogger CRM and engagement solution
 GroupHigh scrapes the blogosphere, collecting some emails, and also
associating each blog with its respective social media platforms
 You can do all engagement and emails from the dashboard as well as
keeping track of workflow, unique email addresses and notes, etc.
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InkyBee
 InkyBee facilitates blogger outreach campaigns through persistent research,
discovery, tracking, and accountability
 Easily import and export lists based on Klout, MOZ, Kred, etc.
 Use InkyBee as an essential discovery and reporting tool for campaigns
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SDL SM2
 Generally used as a listening platform, I use it for research
 Historical keyword searches allow me to discover influencers who
are blogging topically but not blogging on a topic blog
 SM2 allows to me discover top influencers outside of the spotlight
 Too many agencies are pitching to too few influencers and SM2
helps me expand the next little bit.
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Pursue the People Behind their Tech and Rep
 Social media and the Internet have commoditized relationships
 50.8k followers, 5k friends, 25 A-listers, 250 D-listers, 2,500 Z-listers
 Your Influencer lists shouldn’t be precious, they should be well-
exercised
 Best friends happen when you spend meaningful time together
 Even if your relationship is 100% virtual, it can still become meaningful
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 Influencer outreach should be
win-win-win
 An influencer can make a
brand but a brand can make a
blog, too

Become a Fan and Even a Friend (Drop the Veil)
 If you’re only doing influencer outreach
because your have to or because it was an
order from your boss, adjust your attitude or
find someone else who loves, loves, loves it!
 Even if you’re not in love with the influencers
themselves, you really should not only be
impressed with how they use the Internet
and social media, but you should learn to
respect the true influence they brandish and
the fame they posses
 Contempt and eye-rolling can easily be
sensed even across the Internet wires
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The Pitch, Messaging, and the Media
 Stop selling and start informing
 Don’t pitch like a used car
salesman
 Keep the message simple
 I like to use plain text
 I never include inline images or
attached documents
 I avoid any design at all
 Keep title simple and clear
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 Don’t stop at one – you need to
persist through the noise.
 Reach out three times per campaign

Premasticate the Message Like a Mommy Bird
 Even if you follow all my advice and
become fast fans and friends, you need to
work hard to make blogging and tweeting
as simple and as easy as humanly
possible to share your brand message in
high fidelity across social media channels.
 I use Social Media News Releases/pre-
written landing pages, pre-linked and easy
to tweet and retweet, including images,
assets, language, working, etc.
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Give the Gift They Want the Way They Want It
 Don’t drop-ship a book if they want a copy for their
Amazon Kindle
 Lots of people receive books, too few actually read and then
review them – give readers what they ask for
 Launching an app: offer it for free for life
 At the very least, make it free for a year instead of just a month
– I mean, it’s an app, you can make infinite copies, right?
Otherwise, you are being “penny-wise and pound-foolish.”
 Promoting shoes? Offer them to both the influencer
and his or her friends.
 You’re spending $50k/month on AdWords and you can drop-
ship a couple-hundred pairs of your shoes to people who are
promoting you, your brand, your products for free (where free
isn’t really free)
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Thank You! Let’s Connect!
 chrisabraham.com
 twitter.com/chrisabraham
 facebook.com/chrisabraham
 google.com/+chrisabraham
 youtube.com/chrisabraham
 slideshare.net/chrisabraham
 New blog: www.rnnr.us
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DIY Influencer Marketing Webinar Slides for Biznology