finding & engaging influencers: best practices

35
Finding & Engaging Influencers: Questions / Methods / Practices Presented by: Adam Proehl @adamproehl

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Learn 6 best practices for finding and engaging with your top industry influencers.

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Page 1: Finding & Engaging Influencers: Best Practices

Finding & Engaging

Influencers: Questions /

Methods / Practices

Presented by:

Adam Proehl

@adamproehl

Page 2: Finding & Engaging Influencers: Best Practices

• In Digital Marketing since 1998; specialize in complex & multi-

channel sales

• Principle at NordicClick Interactive – a full service Digital

Marketing Agency based in Minneapolis

• Spoken at many industry conferences including Pubcon, SEMPO,

eMetrics, B2B, OMS, SES, MDMA, BMA

• Instructor at the Online Marketing Institute & University of San

Francisco

• Long Suffering Minnesota Sports Fan

About Me

@adamproehl

Page 3: Finding & Engaging Influencers: Best Practices

Definition

Source: Dictionary.com

@adamproehl

Page 4: Finding & Engaging Influencers: Best Practices

Definition

@adamproehl

Source: Dictionary.com

Page 5: Finding & Engaging Influencers: Best Practices

Definition

@adamproehl

Source: Dictionary.com

on

Page 6: Finding & Engaging Influencers: Best Practices

So This Is

Really

Nothing New

@adamproehl

Page 7: Finding & Engaging Influencers: Best Practices

Magazine Ads

Well, if it’s OK with the doctor…

@adamproehl

Page 8: Finding & Engaging Influencers: Best Practices

@adamproehl

Goodyear Blimp 1925

Weinermobile 1938

Guerilla Marketing – Old School

Page 9: Finding & Engaging Influencers: Best Practices

6 Things to

Think About

@adamproehl

Page 10: Finding & Engaging Influencers: Best Practices

#1 Key First Questions

@adamproehl

Page 11: Finding & Engaging Influencers: Best Practices

#1: Key First Questions

@adamproehl

• What is my business objective?

• Types of influencers? Who are they?

• What’s realistic?

• Needs of customers

• What will an “influencer” actually care

about?

Page 12: Finding & Engaging Influencers: Best Practices

#2 Where to Look

@adamproehl

Page 13: Finding & Engaging Influencers: Best Practices

#2 Where to Look

@adamproehl

A) Your own network & database

Page 14: Finding & Engaging Influencers: Best Practices

#2 Where to Look

Example - Pinterest:

www.pinterest.com/source/YOUR_DOMAIN.com

@adamproehl

Page 15: Finding & Engaging Influencers: Best Practices

Know who’s checking in

@adamproehl

#2 Where to Look

Example – Facebook:

Page 16: Finding & Engaging Influencers: Best Practices

#2 Where to Look

Example – Email Database:

• Behavior

• Segments

• Engagement

• Interaction@adamproehl

Page 17: Finding & Engaging Influencers: Best Practices

#2: Where to Look

B) Outside Influencers

Example: Niche Industry Blogger

@adamproehl

Page 18: Finding & Engaging Influencers: Best Practices

#2: Where to Look

Example: Niche Industry Blogger

@adamproehl

Tool: Followerwonk

• Bio Search

• Influencers

• “Wonk Score”

• Good Starting Point

• Geo

Page 19: Finding & Engaging Influencers: Best Practices

#2: Where to LookExample: Niche Industry Blogger

@adamproehl

• Twitter Lists

• G+ Circles

“Pharmaceutical &

Medical Device

Packaging &

Labeling”

Page 20: Finding & Engaging Influencers: Best Practices

#2: Where to Look

Example: Journalists

@adamproehl

More than

90% use

Facebook,

Linkedin, &

Twitter

Used to be free

Page 21: Finding & Engaging Influencers: Best Practices

#2: Where to Look

Example: Journalists / Media / Bloggers

@adamproehl

Competitors

Page 22: Finding & Engaging Influencers: Best Practices

C) Chats & Forums

List of Chats: http://bit.ly/ubtjt3

• Google Spreadsheet

• Several lists floating out there

• Participate

• Create your own – topic related;

no shameless pimping

#2: Where to Look

@adamproehl

Page 23: Finding & Engaging Influencers: Best Practices

#3 Make them feel special

@adamproehl

Page 24: Finding & Engaging Influencers: Best Practices

#3 Make them feel special

@adamproehl

• Customer Loyalty

• Nothing New

Page 25: Finding & Engaging Influencers: Best Practices

#3: Make them feel special

Customer Loyalty Examples:

@adamproehl

Page 26: Finding & Engaging Influencers: Best Practices

#3 Make them feel special

@adamproehl

• Customer Support

• Again, Nothing New

Page 27: Finding & Engaging Influencers: Best Practices

#4 Think about the Rat’s _ss

@adamproehl

• Why should anyone care?

• Will the right people care?

• Does it solve anything?

• Does it mean something to

your intended audience?

• Is it a shameless plug?

Page 28: Finding & Engaging Influencers: Best Practices

#5

Don’t Be a Social Media

Douchebag Marketer

@adamproehl

Page 29: Finding & Engaging Influencers: Best Practices

• Nothing wrong with connecting

• Nothing wrong with an ad or promoted

post

• Nothing wrong with an occasional pitch

#5: No Douchbaggery

…but@adamproehl

Page 30: Finding & Engaging Influencers: Best Practices

This is you:

Until you prove yourself otherwise

#5: No Douchbaggery

@adamproehl

Page 31: Finding & Engaging Influencers: Best Practices

#5: No Douchbaggery

Tool:

@adamproehl

Page 32: Finding & Engaging Influencers: Best Practices

#6

Think About “Who

Influences the

Influencer”

@adamproehl

Page 33: Finding & Engaging Influencers: Best Practices

#6: Who Influences the

Influencer?

Why you should care:

Someone else needs to think

you’re great.

@adamproehl

Page 34: Finding & Engaging Influencers: Best Practices

#6: Who Influences the

Influencer?

@adamproehl

Tool:

Foller

www.foller.me

Page 35: Finding & Engaging Influencers: Best Practices

Thank You

Adam Proehl

[email protected]

@adamproehl

@adamproehl