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HOW TO BE A THOUGHT LEADER IN 2018TACTICS FOR BRANDS, STARTUPS & YOU!

PRESENTED BY BEN KAPLAN

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WHAT IS A THOUGHT LEADER?

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WHAT IS A THOUGHT LEADER?One whose views on a subject are taken to be authoritative and influential.

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WHAT IS A THOUGHT LEADER?One whose views on a subject are taken to be authoritative and influential.

One who pulls opportunities and possibilities to their door.

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WHAT IS A THOUGHT LEADER?One whose views on a subject are taken to be authoritative and influential.

One who pulls opportunities and possibilities to their door.

One who attracts other talented people to seek them out.

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WHAT IS A THOUGHT LEADER?One whose views on a subject are taken to be authoritative and influential.

One who pulls opportunities and possibilities to their door.

One who attracts other talented people to seek them out.

One who has a unique power to turn ideas into action.

THINK SMALLTO GET BIG

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STEP 1

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MEET KYLE MACDONALD

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LOOK FOR SMALL WAYS TO TRADE YOUR EXISTING EXPERTISE FOR

NEW SETS OF EXPERIENCES

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HOW TO THINK SMALL

WHAT’S HAPPENING RIGHT NOW?

WHAT’S HAPPENING RIGHT HERE?

WHAT RESOURCESCAN I ACCESS?

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HOW TO BECOME A THOUGHT LEADER FOR VIRAL MARKETING IN POLITICS

WHAT’S HAPPENING RIGHT NOW?

WHAT’S HAPPENING RIGHT HERE?

WHAT RESOURCESCAN I ACCESS?

THE BAY AREA IS THE SOCIAL MEDIA CAPITOL

THE 2016 ELECTION IS IN FULL SWING

15+ MEDIA MONITORING TOOLS AT PR HACKER

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HOW TO BECOME A THOUGHT LEADER FOR VIRAL MARKETING IN POLITICS

With the DNC convention concluding last week, I’m writing to suggest a story for Fox & Friends on the most viral 2016 convention moments and the rise of viral politics — the new ability of candidates to create click-worthy and cringe-worthy campaign moments that spread like wildfire. Consider this: In 2016, Donald Trump generated 95% more social media posts (14.6M to 7.4M) and 41% more mass media coverage (3.3M to 2.3M) than Hillary Clinton. Could this gap be caused by differences in how the candidates 'go viral'?

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BROADCAST + PRINT

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HOW MANY EXAMPLES OF YOUR EXPERTISE DOES IT

TAKE TO CLAIM A NEW THOUGHT LEADERSHIP SPACE?

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THE ANSWER IS…

3

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THE RULE OF 3 FORTHOUGHT LEADERSHIP

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THE RULE OF 3 FORTHOUGHT LEADERSHIP

FLUKEEXAMPLE #1

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THE RULE OF 3 FORTHOUGHT LEADERSHIP

FLUKEEXAMPLE #1

COINCIDENCEEXAMPLE #2

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THE RULE OF 3 FORTHOUGHT LEADERSHIP

FLUKEEXAMPLE #1

COINCIDENCEEXAMPLE #2

TRENDEXAMPLE #3

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PR HACKER IS THE TOP DATA-DRIVEN PR FIRM

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PR HACKER IS THE TOP DATA-DRIVEN PR FIRM

WE A/B TEST OUR PITCHES

EXAMPLE #1

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PR HACKER IS THE TOP DATA-DRIVEN PR FIRM

WE A/B TEST OUR PITCHES

EXAMPLE #1

WE OPTIMIZE THE PITCH TIME

EXAMPLE #2

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PR HACKER IS THE TOP DATA-DRIVEN PR FIRM

WE A/B TEST OUR PITCHES

EXAMPLE #1

WE OPTIMIZE THE PITCH TIME

EXAMPLE #2

WE TRACK MEDIA INTENT

EXAMPLE #3

CREATE IDEAS THAT SPREAD

STEP 2

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WHAT MAKES AN IDEA EASY TO SPREAD?

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WHAT MAKES AN IDEA EASY TO SPREAD?

SIMPLE

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WHAT MAKES AN IDEA EASY TO SPREAD?

SURPRISINGSIMPLE

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WHAT MAKES AN IDEA EASY TO SPREAD?

SURPRISINGSIMPLE SIGNIFICANT

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“A BIRD IN HAND IS WORTH TWO IN

THE BUSH.”

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SIMPLE

“A BIRD IN HAND IS WORTH TWO IN

THE BUSH.”

IT’S ABOUT BIRDS AND HANDS

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SURPRISINGSIMPLE

“A BIRD IN HAND IS WORTH TWO IN

THE BUSH.”

IT’S ABOUT BIRDS AND HANDS

ONE IS BETTERTHAN TWO?

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SURPRISINGSIMPLE SIGNIFICANT

“A BIRD IN HAND IS WORTH TWO IN

THE BUSH.”

IT’S ABOUT BIRDS AND HANDS

ONE IS BETTERTHAN TWO?

WIDELY APPLICABLE BIT OF WISDOM

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THIS PROVERB HAS LASTED FOR 2,500 YEARS AND TRANSCENDS ALL CULTURES AND LANGUAGES

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THE GREAT WALL OF TRUMP

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SIMPLE

THE GREAT WALL OF TRUMP

IT’S A WALL

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SURPRISINGSIMPLE

THE GREAT WALL OF TRUMP

IT’S A WALL NOT NORMAL FOR POLITICIAN

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SURPRISINGSIMPLE SIGNIFICANT

THE GREAT WALL OF TRUMP

IT’S A WALL NOT NORMAL FOR POLITICIAN

HE’S TOUGH ON IMMIGRATION

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IT’S NOT JUST THE MESSENGER, IT’S ALSO THE MESSAGE

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CREATE IDEAS THAT ARE SIMPLE, SURPRISING & SIGNIFICANT TO

MAKE YOUR THOUGHT LEADERSHIP SPREAD ORGANICALLY

ACCELERATE YOUR AUTHORITY

STEP 3

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HOW DO YOU GET ON A NATIONAL TV SHOW WITHOUT

PRIOR EXPERIENCE?

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THE ANSWER IS…

GIVE THEM WHAT THEY WANT (THAT ONLY YOU CAN SUPPLY)

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BUILD A SIMPLE DATA PROGRAMTHAT MAKES YOU VALUABLE

TO THE MEDIA THAT COVERS YOU

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MARCHEX

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REPAIRPAL

WHO SHOULD YOU PITCH?‣ Pitched 15+ CNN producers ‣ Pitched entirely through email ‣ Used personalized bulk email

(with mail merged show name)

‣ Pitched the morning show hosts ‣ Sent email at 4:35 am ‣ Received response at 4:37 am ‣ “Let’s do it. Forwarding to my

producers.”

SO WHAT WORKED?

CAN YOU FIND THE TRACTION

STEPS?‣ Traction steps create a

natural flow from media coverage to your product

‣ You can’t control the call-to-action but you can make it easy to include

PREP LIKE A PRODUCER

‣ We provided a job title that automatically included our product website URL

‣ We pitched a blog post for the morning show website

‣ Both appeared on-screen and were mentioned verbally throughout the 5-minute interview

STRATEGIC BLOG POST

‣ Direct links to site home page and product page

‣ Waves of new users and buyers from these links

‣ Substantial SEO benefit due to link from CNN.com website (high Google juice)

FINAL RESULTS

‣ 10,000+ new website users ‣ $25,000 in direct product

sales from CNN interview ‣ $60,000 in revenue from

resulting business partnerships

‣ Became a regular interview guest on CNN

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HOW ELSE CAN YOU ACCELERATE YOUR THOUGHT

LEADERSHIP?

BEN KAPLAN

BEN@PRHACKER.COM@BENJAMINKAPLAN

CEO, PR HACKER

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