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The Hunter/GathererWhy influencers hate the pitch and
what you can do about it
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or on Google+
/u/0/116666661154846565570/
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I have a confession
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I’m terrible at PowerPoint
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No seriously…Like…
REALLY
BADatpowerpoint
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So please don’t judge me
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I have another confession
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Despite having sent thousands of
personalized outreach emails
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And my team of outreachers having an active contact list of approximately 15,000
bloggers and journalists
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I can still count on one hand how many
times I have accepted an email pitch for my
own websites
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So why is that?
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A lot of them are great emails
http://bit.ly/1luXH1h
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And it’s not like I write for the New York Times…
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I gave this a think
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Asking coworkers, friends and family
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My conspiracy theorist uncle knew who to
blame
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“Obviously Obama has something to do with this…”
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But seriously…
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I blame my instincts
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Always on the hunt for the next
big thing
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Here’s Joe…
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Here’s Joe with a toy squirrel in front of him…Doooon’t
caaaare
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Here’s Joe thinking he’s hunting an actual squirrel…
SQUIRREL!!!
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We enjoy the hunt for the next thing,
just like Joe prefers to chase actual
squirrels
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Here, you can tweet this:“I can’t believe @stentontoledo just compared me to his dog… What kind of conference is this?! #SearchLove”
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Here’s me in high school
I was “really cool”
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I was a music snob
(and still am)
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While my friends were listening to…
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I was listening to…
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I LOVE finding new music and sharing it
with my “tribe”
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An Example (circa 2001)
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Example (circa 2001)Scenario A
Friend: “Wow Rob, you’re such a musical influencer and tastemaker, I worship the ground you walk on”
Me: “Have you guys heard of this new band, The Strokes? They’re incredible, total game changers”
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Example (circa 2001)
Scenario B
Friend: “Hey Rob! Check out this new band The Strokes! They’re blowing up in England!”
Me: “Yeah they’re alright, I guess, man, whatever”
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A quick experiment
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Apple > Microsoft
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Python is far superior to JavaScript
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The Shawshank Redemption is a
better movie than Titanic
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This local roasted organic fair trade
coffee is far superior to Starbucks
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>
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Local craft brews put generic macro beer to
shame
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We’re all snobs about something
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Alongside being a music snob, I’m also a content
snob
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A lot of journalists and influencers are the
same way
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They want to find it first
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In content discovery
No effort = No reward
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We don’t want to share a rotten meal with our tribe
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What I’m not saying:• Email outreach is dead• Bloggers and journalists don’t want to hear
from you• We must try and trick people into sharing
our content• That the Moon landing was faked
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Things aren’t that bad…
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Most decent outreach sees response rates
around 40-60%
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“You’re happy with 50 percent? You’re on top, and you don’t have enough. You’re happy because
you’re successful. For now. But what is happiness? It’s a moment before you need more happiness. I won’t settle for 50 percent of anything. I want 100
percent. You’re happy with your agency? You’re not happy with anything. You don’t want most of it, you want all of it. And I won’t stop until you get all of it.”
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We should be working for that other 50%
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But when promoting to the other 50%...
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We need to be less like this…
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…and more like this
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But it helps to be a bit more cleverWe must plant the idea but not take any credit for it
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Great… but how?
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Three Main Points
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1. Find out where your “important people” are hanging out
2. Don’t be afraid to get exclusive
3. Get more creative with your promotion
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1. Find out where your “important people” are hanging out
2. Don’t be afraid to get exclusive3. Get more creative with your
promotion
![Page 64: The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014](https://reader033.vdocument.in/reader033/viewer/2022061104/53f9fcd88d7f72b82e8b4cef/html5/thumbnails/64.jpg)
People will likely talk about where they
spend their time online
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• Web forums they hang out in• Twitter chats where they participate• Sites where they contribute and
comment• Communities they identify with
Where in the world are your influencers
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Rand Fishkin
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• /r/AskScience• /r/eli5• /r/LifeProTips• /r/Fitness• /r/Food• /r/Fashion• /r/Art• /r/Economics
Etc….
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Rand Fishkin
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Rand FishkinLikes:• Nicholas Cage• Pictures of birds that people have
photoshopped arms onto• Cute pictures of puppies• Business related topics
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So we built this…
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And it worked…
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OK but seriously…
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A real example
@carson_ward
![Page 74: The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014](https://reader033.vdocument.in/reader033/viewer/2022061104/53f9fcd88d7f72b82e8b4cef/html5/thumbnails/74.jpg)
A real example• Hoping to break into the tech
space• Wanted to get featured on high
profile blogs• Wanted influencers to share
socially
![Page 75: The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014](https://reader033.vdocument.in/reader033/viewer/2022061104/53f9fcd88d7f72b82e8b4cef/html5/thumbnails/75.jpg)
A real example
![Page 76: The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014](https://reader033.vdocument.in/reader033/viewer/2022061104/53f9fcd88d7f72b82e8b4cef/html5/thumbnails/76.jpg)
A real example
So they kept it simple…
![Page 77: The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014](https://reader033.vdocument.in/reader033/viewer/2022061104/53f9fcd88d7f72b82e8b4cef/html5/thumbnails/77.jpg)
A real example• They did some research using their
own data• Wrote a post that appealed to a
specific audience• Kept it relevant to current news• In total about 8 hours of work
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http://bit.ly/1jLVGA7
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One seed in front of the right people
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The spoils of victory• ~70k pageviews• 116 domains sent traffic in 24 hours• Coverage in major media (Ars, Pando, Reddit)• ~500 social shares• More journalists believe them to be an authority
with future stories now (credibility increase)
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1. Find out where your “important people” are hanging out
2. Don’t be afraid to get exclusive
3. Get more creative with your promotion
![Page 84: The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014](https://reader033.vdocument.in/reader033/viewer/2022061104/53f9fcd88d7f72b82e8b4cef/html5/thumbnails/84.jpg)
• Nothing makes journalists salivate more than exclusives
• The right exclusive story can make a career
• Exclusives still give the perception of influence, even when pitched
Exclusives
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Giving an influencer a head start with your content can make everything easier
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The rest of the internet
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“Well if [insert major publication] covered it… then we better get something up
about it as well”
Exclusives
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Exclusives make bosses and clients
nervous
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But we canremove a lot of
the risk
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Exclusives
- @Britt_Klontz
“The ‘exclusive’ conversation needs to start way before the content or story is complete”
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• You should have the idea in front of several influencers early in the process
• Subtlety hint that you’re shopping the idea around (competition)
• Figure out who is most interested and give them exclusive access to the finished product
Exclusives
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• Interesting proprietary data
• A high quality piece of content
• An anecdotal story about your business
• A new product or service release
• Interviews with high level employees
What makes a good exclusive
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1. Find out where your “important people” are hanging out
2. Don’t be afraid to get exclusive
3. Get more creative with your promotion
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Email is overwhelming
journalists
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“I am someone with upwards of 5000 unread messages at any given time” - @jordancrook
http://tcrn.ch/1edhgd2
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Even the best brands and
coolest content can get ignored
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Think outside the inbox
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Creative Promotion• Snail mail• PR stunts• Creating a mystery
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Creative Promotion• Snail mail• PR stunts• Creating a mystery
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When was the last time you got something fun in
the mail?
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Snail mail• Previous efforts saw a response rate of only 10%• Had over 70% of people activate the turntable via
their smartphones • 42% clicked on a link to the Kontor Records
website on their phones• Covered by SPIN, TrendHunter and Hypebot
(double whammy, coverage and conversion)
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Creative Promotion• Snail mail• PR stunts• Creating a mystery
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But wait…There’s a real thin line
between true creativity and over the top craziness
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An extreme example
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PR StuntsOK realistically, you’re not creating a drone delivery service but…
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…there’s a lesson here• Timing is everything – the drone stunt was right
before Black Friday, all eyes on Amazon• It doesn’t need to be “real”• Keep it related to your brand• Find a hook, something that will really grab the
attention of the media based on relevance
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The cheapest PR stunt I’ve ever seen
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PR stunts don’t have to be expensive like the
drone, they just have to be smart like the ‘now
hiring’ sign
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A well done PR stunt feels really ripe for
coverage
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Creative Promotion• Snail mail• PR stunts• Creating a mystery
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A boat's a boat, but the Mystery Box could be
anything! It could even be a boat!
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In this world of social / transparent / storytelling / open book branding…
(which is great)
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Brands have become Kimmy Gibbler
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But they should occasionally be like the guy from Twilight
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“Humans naturally want to finish the story”
-Matt Summers, @mattsummers
http://slidesha.re/NUqSPG
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Sure, HBO could have emailed Jacob and told him some fun stuff about the new
show but…
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>
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How much more exciting is it for him to share that surprise
with his readers?
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Don’t be the shithead at the party who tells the birthday kid
what you got them as a gift
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We want to unwrap the mystery ourselves
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Key takeaways• Play into the psychological elements of how
influencers choose what to share• Seek a high level exclusive before mass
promotion• Create a mystery around new and exciting
things you’re working on
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People like to huntGive them the opportunity
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Thank you!@stentontoledo [email protected]
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