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
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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
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Notes Before We Begin
GOALS
Question # 1 (of 2)
GOALS
Simple:
What is my business
objective?
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GOALS
Business
Development
Example:
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GOALS
Build Brand
Awareness
Example:
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GOALS
“Feel Good”
Retention for
Current
Customers
Example:
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DETERMINING INFLUENCERS
Question # 2 (of 2)
Who Can Influence Your Brand?
Little More Thought:
What type influencers
do I need to reach?
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Who’s the more powerful
influencer for your brand?
Authority: Peer:
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Example Influencer
Journalists
93% use Facebook
92% use LinkedIn
90% use Twitter
*Source: Social Times
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Muckrack.org
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Who Can Influence Your Brand?
Tool: Muck Rack
Tool: Foller
• User Info
• Topics
• Hashtags
• Mentions
• Geography
www.foller.me
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Who Can Influence Your Brand?
Bloggers
Example Influencer
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Finding Influencers - Tool: Followerwonk
• Bio Search
• Influencers
• “Wonk Score”
• Good Starting Point
• Geo
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Who Can Influence Your Brand?
Whose Blogs Influence?
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Who Can Influence Your Brand?
Whose Blogs Influence?
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Who Can Influence Your Brand?
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Who Can Influence Your Brand?
Who Influences the Influencer?
• Twitter Lists
• G+ Circles
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Tool: Mentionmapp
Who influences the influencer?
www.mentionmapp.com
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Board Members & Old School Networkers
“What IS
that
annoying
chirping
bird?”
Example Influencer
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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
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• Reporters
• Bloggers
• Board Members
• Old School Networkers
• Recognized Industry Influencers
More Complicated
Example Influencer
“Someone
like me”
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Embrace & Engage
• The Check In Social Butterflies
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• Food Porn
Embrace & Engage
*Disclaimer: Not an endorsement of food porn because honestly too much of
it from the same poster really gets annoying.
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• Link Sharing
Embrace & Engage
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• Commenters & Wall Posters
Embrace & Engage
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• Support Audience
Embrace & Engage
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Embrace & Engage
Tool: Get Satisfaction
Price: Starting $19/mo
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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
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Measurements
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Measurements
Tool: Kred
• Past 1000 days of data
• No secret sauce algorithm
• Stay tuned
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Measurements
Tool: Tweriod
Simple: When is the best time to tweet to your followers?
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Tool: Retweetrank
www.retweetrank.com
Simple Premise:
Who’s likely to get
retweeted
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Measurements
Tool: TweetReach
www.tweetreach.com
Simple Premise:
How far will a
tweet from this
user go?
Free for last 50
tweets
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Measurements
• Podcasts
• Video
• Shares
• Popularity
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Measurements
Tool: Hashtags.org
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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
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Twitter Chats
Engaging Potential Influencers
• Easy to Participate
• Just know the #hashtag
• Variety of Topics
• Or Just Watch
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List of Chats: http://bit.ly/ubtjt3
Engaging Potential Influencers
• Google Spreadsheet
• Several lists floating out there
• Participate
• Create your Own
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Engaging Potential Influencers
Engaging Influencers:
• Find Your Angle:
• “Did you also think of this”
• “Also applies here”
• Don’t be afraid to disagree
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Engaging Potential Influencers
Engaging Influencers:
• Avoid the “Bobblehead”
Mentality
• Add value, even if you
don’t agree
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Engaging Potential Influencers
Pay to Target:
• Facebook Ads
• LinkedIn Ads
- Soft Sell / Branding
- Measure Branded Queries
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Industry Tradeshows
• Most suck at Social Media!
• Step in and lead
Engaging Potential Influencers
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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
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Thank You
Adam Proehl Managing Partner, NordicClick Interactive [email protected] 952-261-2205 @adamproehl www.linkedin.com/in/adamproehl
Finding & Engaging Influencers
@adamproehl