Pubcon Austin: Finding and Reaching The Influencers

Finding and Reaching the InfluencersPresented by: Michelle

LeBlanc

MICHELLE LEBLANCSOCIAL MEDIA STRATEGIST, INDUSTRIUM@LeBlancly #Pubcon

Agenda•The Power of Influence•Identifying Your Audience• Influencers & Subject Matter Experts• Connecting Through Content• Case Studies

•Tools

The Power of Influence

“On average, people spend more than 490 minutes of their day with some sort

of media” - ZenithOptimedia

Influence

Influence

Identifying your audience

Who Has Influence?Anyone. Your influencers will vary based on your business goals.

Who Has Influence?

Consumer Brand:•Celebrity Spokespeople•Journalists•Bloggers / Instagram / YouTube•Customers / Super fans

Instagram / YouTube Celebs

Journalists

Customers Super Fans

Non-Profit B2C B2BVolunteers Super fans Employees

Staff Customers C-Suite

Board Members Bloggers Customers

Local Media / Journalists

Instagram / YouTube Celebs Industry Leaders

Celebrity Endorsement

Celebrity Endorsement Trade Journalists

Finding Your Influencers1. Find your base, Understand your

audience oYour email list: Who is on it? Are there

segments of value?oWeb data: Where do visitors come from?

What pages are most visited?oSocial: Who is sharing? Which posts drive

engagement?oAnalytics tools: Look for broad content

trends, study competitors

Finding Your Influencers

2. Create content that resonateso The Basics:

Know Your Mission Have Campaign Goals Build Your Plans

Creation Distribution

Advocating

Sharing

Participating

Reading/Viewing

LeBlancly’s Triangle of Content

Finding Your Influencers3. Leverage Wins + Build Up• Invest In Your Content• Paid support, PR• Think Big, Start Small• Partner Content with

Community• Measure and Optimize

Case studies

Women In Trucking Web Series

American Express Business Knowledge Share

Tools

Platforms + Content Tips

• Twitter: o“Quote Tweet” feature to comment on

or engage with news/industry leader content

oClick To Tweet for employee / advocate emails

oPromote posts to industry hashtags or publication followers

Platforms + Content Tips

• LinkedIn: oDevelop best practices sheet for

employeesoShare or re-share thought leadership in

profile updates and PulseoUtilize SlideShare integration

Platforms + Content Tips

• Video: oFastest growing area, encourages by

new live streaming appsoGood starting place for companies

reluctant to turn content over to influencers

oCan be, but doesn’t need to be, cost prohibitive

Utilize slideshow format (Facebook paid)

Tools

Tools

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