OMS 12 Finding & Engaging Influencers

Finding & Engaging Influencers

February 7, 2012

Adam Proehl

Managing Partner, NordicClick Interactive

@adamproehl

About Me

• In Online Marketing since 1997; specialize in complex & multi-channel sales

• Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis

• Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, SES, DMA, BMA

• Instructor at the Online Marketing Institute

• Long Suffering Minnesota Sports Fan

@adamproehl

About this Session

Is: • Tactical, practical how to’s

• Stuff you can do today

Is Not: • Futuristic predictions

• Chart overload

Notes Before We Begin

Just

thought

this was

funny

@adamproehl

Goals

Determining Influencer

Measurements

Engaging Influencers

Finding & Engaging Influencers

@adamproehl

Notes Before We Begin

@adamproehl

Multiple Paths to Influencers

Direct

Indirect

Roundabout

Multi-Step

Handoff

@adamproehl

Notes Before We Begin

GOALS

Question # 1 (of 2)

GOALS

Simple:

What is my business

objective?

@adamproehl

GOALS

Business

Development

Example:

@adamproehl

GOALS

Build Brand

Awareness

Example:

@adamproehl

GOALS

“Feel Good”

Retention for

Current

Customers

Example:

@adamproehl

DETERMINING INFLUENCERS

Question # 2 (of 2)

Who Can Influence Your Brand?

Little More Thought:

What type influencers

do I need to reach?

@adamproehl

Who’s the more powerful

influencer for your brand?

Authority: Peer:

@adamproehl

Example Influencer

Journalists

93% use Facebook

92% use LinkedIn

90% use Twitter

*Source: Social Times

@adamproehl

Muckrack.org

@adamproehl

Who Can Influence Your Brand?

Tool: Muck Rack

Tool: Foller

• User Info

• Topics

• Hashtags

• Mentions

• Geography

www.foller.me

@adamproehl

Who Can Influence Your Brand?

Bloggers

Example Influencer

@adamproehl

Finding Influencers - Tool: Followerwonk

• Bio Search

• Influencers

• “Wonk Score”

• Good Starting Point

• Geo

@adamproehl

Who Can Influence Your Brand?

Whose Blogs Influence?

@adamproehl

Who Can Influence Your Brand?

Whose Blogs Influence?

@adamproehl

Who Can Influence Your Brand?

@adamproehl

Who Can Influence Your Brand?

Who Influences the Influencer?

• Twitter Lists

• G+ Circles

@adamproehl

Tool: Mentionmapp

Who influences the influencer?

www.mentionmapp.com

@adamproehl

Board Members & Old School Networkers

“What IS

that

annoying

chirping

bird?”

Example Influencer

@adamproehl

When they’re big, but not on social

Things to Know:

• They pay attention to offline or online media

• No idea what a Klout score is

• Capable of opening some really big doors

• Social can lead to them, but not directly

@adamproehl

• Reporters

• Bloggers

• Board Members

• Old School Networkers

• Recognized Industry Influencers

More Complicated

Example Influencer

“Someone

like me”

@adamproehl

Embrace & Engage

• The Check In Social Butterflies

@adamproehl

• Food Porn

Embrace & Engage

*Disclaimer: Not an endorsement of food porn because honestly too much of

it from the same poster really gets annoying.

@adamproehl

• Link Sharing

Embrace & Engage

@adamproehl

• Commenters & Wall Posters

Embrace & Engage

@adamproehl

• Support Audience

Embrace & Engage

@adamproehl

Embrace & Engage

Tool: Get Satisfaction

Price: Starting $19/mo

@adamproehl

MEASUREMENTS

Measurements

Tool: The “Almighty” Klout Score?!?

• Much Controversy (among those who care) • Don’t worry too much about it

Guide, but NOT Final Arbiter

@adamproehl

Measurements

@adamproehl

Measurements

Tool: Kred

• Past 1000 days of data

• No secret sauce algorithm

• Stay tuned

@adamproehl

Measurements

Tool: Tweriod

Simple: When is the best time to tweet to your followers?

@adamproehl

Tool: Retweetrank

www.retweetrank.com

Simple Premise:

Who’s likely to get

retweeted

@adamproehl

Measurements

Tool: TweetReach

www.tweetreach.com

Simple Premise:

How far will a

tweet from this

user go?

Free for last 50

tweets

@adamproehl

Measurements

• Podcasts

• Video

• Shares

• Popularity

@adamproehl

Measurements

Tool: Hashtags.org

@adamproehl

Measurements

ENGAGING POTENTIAL

INFLUENCERS

Engaging Potential Influencers

Blogs:

• Find bloggers likely to

engage on comments

• Link to it

• Thank & Comment

• Tweet & ReTweet their links

• On Twitter, give them an

@reply

@adamproehl

Twitter Chats

Engaging Potential Influencers

• Easy to Participate

• Just know the #hashtag

• Variety of Topics

• Or Just Watch

@adamproehl

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

Engaging Potential Influencers

• Google Spreadsheet

• Several lists floating out there

• Participate

• Create your Own

@adamproehl

Engaging Potential Influencers

Engaging Influencers:

• Find Your Angle:

• “Did you also think of this”

• “Also applies here”

• Don’t be afraid to disagree

@adamproehl

Engaging Potential Influencers

Engaging Influencers:

• Avoid the “Bobblehead”

Mentality

• Add value, even if you

don’t agree

@adamproehl

Engaging Potential Influencers

Pay to Target:

• Facebook Ads

• LinkedIn Ads

- Soft Sell / Branding

- Measure Branded Queries

@adamproehl

Industry Tradeshows

• Most suck at Social Media!

• Step in and lead

Engaging Potential Influencers

@adamproehl

Leverage current databases

Engaging Potential Influencers

Tool:

Key Takeaways

• Set your goals

• Know where to start (blogs, social sites, podcasts, monitoring tools)

• Variety of free resources available to assist

• Listen & help WAY more than you talk

• Doesn’t cost much, but does take work

@adamproehl

Thank You

Adam Proehl Managing Partner, NordicClick Interactive [email protected] 952-261-2205 @adamproehl www.linkedin.com/in/adamproehl

Finding & Engaging Influencers

@adamproehl