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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?
