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Influencer marketing can help spread the word about your brand and expose your content to a much broader audience. But brand advocacy is only the tip of the iceberg. There’s much deeper value just below the surface. When done right, advocacy creates a virtuous circle that builds social capital and pays ongoing dividends for your business.
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Full-Circle Influencer Marketing:!Going beyond the Tip of the Iceberg!
Photo: !Flickr CC user Arslan!
Jill Rowley!
Always be connecting.!(Watch Jill, she knows how to do it!)!
Here we go!!• Pitfalls to avoid!
• So you want to building advocacy.!
• The next step: content and curation, working out loud!
• The ultimate: gathering market intelligence through the eyes of others!
• Let’s start at the end: the counter-clockwise virtuous circle!
Two things that don’t work well!1. Cold pitches with money!
2. Cold pitches without money!
!
How to Rock Influencer Outreach
6 questions!1. Is this person relevant?!
2. Do they know who you are?!
3. If no, do you have time to talk to them about what they are interested in? !
4. If yes, can you talk intelligently about something other than yourself?!
5. If they know who you are: have you talked to them recently or known them a long time?!
6. Are you annoying? (Saying “you wrote once about X…”)!
Well done: Feedly!• Weeks before launch, target
influencers didn’t know them!
• They invested time engaging online!
• RT, favoriting, replying, commenting well!
• Then outreach wasn’t cold!
• Outcome: Feedly for iPad covered in TechCrunch, GigaOm, Venturebeat and more!
Map, cross reference, activate !
Step 2. Content & Curation!
Digging deeper on what others have to offer!
“The networked organization knows that there’s always greater value in the market outside its own walls than inside.” –Dion Hinchcliffe!!
Well done: Iron Mountain!
Working out loud!Deepening key relationships by making a habit of contributing to conversations. – John Stepper, @johnstepper, Deutsche Bank!
• Visible!
• Connected!
• Generous!
• Curious!
• Purposeful!
Step 3. Listening!
!
Well done: Orchestrate!Strategic listening informed!
• Content creation & PR!
• Targeted advertising!
• Focus groups for strategic planning!
• Partnerships and strategic direction!
It’s a virtuous circle. !Photo: Flickr CC user Arslan!
Photo: Eric Tung, BMC!
Thank you!
SOCIAL INTELLIGENCE SOFTWARE FOR MODERN MARKETERS & SALES
GetLittleBird.com
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