AOT Arizona Insiders Case Study with Kim Higdon

INFLUENCING the I N F L U E N C E R SB U I L D I N G A C O N T R I B U T O R N E T W O R K F R O M T H E G R O U N D U P

K I M H I G D O N S O C I A L & C O N T E N T M A N A G E R / / O F F M A D I S O N AV E / / P H O E N I X

I M E A N , R E A L LY.W E H A V E A N E A S Y P R O D U C T T O S E L L

W H E R E ’ S T H E C H A L L E N G E ?

M I S S I N G O U T O N T H I ST H E P R O B L E M

W E H A D L O T S O F T H I ST H E O P P O R T U N I T Y

B U T N O T T H I S …S T I L L P R O B L E M S

T O N S O F T H I SM O R E O P P O R T U N I T Y

A N D N O N E O F T H I SM O R E P R O B L E M S

S O L U T I O N I Z I N G ™

W H AT W E H A D

• A huge community of Arizona advocates existed.

• Analytics uncovered gaps.

• Knowledge that these stories were already being told.

Why not create a platform for advocates to tell the stories

people were seeking, to drive more people to use our website

as a resource?

L E T ’ S D O I T.

K E Y S T O L A U N C H

• Establish a vetting criteria

• Application portal

• Exportable database in a CMS

• Announce via existing channels

• Plan for the worst, hope for the best

W H AT H A P P E N E D N E X T ?

W I T H I N O N E M O N T H , W E R E C E I V E D 5 5 A P P L I C A N T S , 2 4 O F

W H I C H B E C A M E V E T T E D , A P P R O V E D C O N T E N T

C O N T R I B U T O R S R E A D Y A N D W I L L I N G T O D E L I V E R O N G O I N G ,

F R E S H , E X C I T I N G C O N T E N T F R O M T H E P E R S P E C T I V E W E N E E D E D .

T H E A R I Z O N A I N S I D E R ’ S P R O G R A M W A S L A U N C H E D .

O U R A U T H O R S I N C L U D E

N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

T H E S E P E O P L E A R E I N F L U E N C E R S .

N O N E O F T H E M A R E PA I D F O R T H E I R C O N T R I B U T I O N S .

W R I T E A B O U T T H I N G S L I K E T H I SO U R B L O G G E R S

A N D T H I S …

A N D T H I S …

A N D T H I S …

A N D E V E N T H I S …

T H R O U G H T H E A R I Z O N A I N S I D E R ’ S P R O G R A M , T I M E S P E N T O N B L O G

C O N T E N T I N C R E A S E D 2 1 2 % , W I T H A N AV E R A G E T I M E S P E N T O N T H E S E

C O N T R I B U T I O N S O V E R 4 M I N U T E S .

Y O U K N O W W H AT T H I S M E A N S ?

P E O P L E A R E A C T U A L LY R E A D I N G T H I S S T U F F.

T H I S C O N T E N T D O E S N ' T J U S T L I V E O N T H E W E B S I T E , E I T H E R .

I T ’ S U S E D I N T H E V I S I T O R ’ S G U I D E , S P O N S O R E D C O N T E N T, I N P U B L I C

R E L AT I O N S E F F O R T S , F O R O N E - O F F C A M PA I G N S I T E S A N D M O R E .

Y O U C A N D O I T, T O O !

H O W C A N I D O I T, T O O ?

• LISTEN. Without listening, we would have never seen the opportunity at our fingertips.

• ANALYZE. Don’t just look at what’s working, look at what’s not. That’s the greatest area of opportunity.

• MAKE THE ASK. People want to contribute to brands they care about. Start the conversation and see what happens.

- P E T E R D R U C K E R

“The most important thing in communication is hearing what isn’t said.”

R E A D T H E S E S T O R I E S AT B I T. LY / A Z I N S I D E R

@ K I M _ H I G D O N / / K I M . H I G D O N @ O F F M A D I S O N AV E . C O M

Thanks.