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© 2014 Mike Moran Group LLCwww.biznology.com

How to Build Your Influencers in Social Media

Chris Abraham

October 14, 2014

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© 2013 Mike Moran Group LLC


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Your moderator for today: Mike Moran

Former Distinguished Engineer

A senior strategist at

Author of twopopular books onInternet marketing

Founder of

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@MikeMoran [email protected] 973-826-0744




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How to Build Your Influencers in Social

Media

Thanks to our sponsors:

Chris Abraham




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Your speaker for today: Chris Abraham

Digital strategist and technologist at

Avid blogger/contributor at:

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@chrisabraham [email protected] 202-352-5051




So you want to build your influencers?

Are you already Kim Kardashian?

Are you worth billions of dollars?

Do you have a sex tape?

Do you have a reality show?

Are you a politician?

Are you routinely on television?

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Well, what’s in it for them?

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You need to become an influencer first

Becoming an influencer doesn’t require “the many” (though the more, the better)

Initially, it requires that you’re compelling enough to be taken seriously on one or more core topics

Even if someone doesn’t know you by name, they’ll surely Google you for your bone fides

Make sure you leave a trail of bread crumbs

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Buy some domain names

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Register domains that represent:

Your name (chrisabraham.com, chris-abraham.com)

Your company (gerr.is, gerriscorp.com, gerris.co)

What you do (bloggeroutreach.com)

http://chrisabraham.com/

http://chris-abraham.com/

http://gerr.is/

http://gerr.is/

http://gerr.is/

http://bloggeroutreach.com/




Start a personal site

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Before you start, you need to create a comprehensive resource and repository of who you are and what you can do, including all your contact info

No, LinkedIn isn’t enough




Shameless self-promotion: gerr.is

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Start a blog

It’s a lot of work

It’s often ignored

You’ll want to bail

You’ll resent it

People will laugh

It’ll turn out to be the best thing you’ve ever done

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Be smart for free

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Be willing to be smart for free for any platform that will accept you as a topic expert

If your job isn’t “writer,” don’t demand pay

Writing is marketing

Books are even better

Start with LinkedIn (it’s great!)




Gravity assist slingshot effect

People know you through:

Places you’ve worked (Edelman)

Clients you’ve had (Greenpeace)

Brands you’ve served (Mizuno)

Use the gravity of your past clients, employers, and brands to slingshot your influence

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Convert from “morning paper” to “morning feed”

Your future influencer corps is already publishing and sharing online – read them!

Install and use Feedly and Flipboard to track your industry and influencers

Install the Buffer App to share across several/all of your platforms

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Do a social media land grab

Your goal is building your influencers in social media

Your goal isn’t becoming a top influencer

Your goal also isn’t becoming a writer or blogger

You’ll need to be in more places than Twitter

Knowem helps you register all of your profiles

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Find your contacts on social

Sharing your address book with Twitter, Facebook, etc., is stupid – do it anyway

Address books are static, dying, things

Social media is dynamic and allows engagement

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Make your competitors your colleagues

Your career is dynamic

Don’t burn bridges: woo!

Connect and befriend your competitors – they’ll be your partners, supporters, colleagues, employers, employees, vendors, clients, and benefactors in the future

Just say no to snark: always be kind & generous!

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Rob your competitors blind

Follow and friend people your competitors are

There are lots of services that make following the followers and followed easy – at least on Twitter

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Buy your way into business

Twitter limits the number of people you can follow, right out of the box

That’s bogus, man!

If you’re too aggressive?

You get banned, man!

What I do is I buy my clients an initial package of followers to give them some wiggle room

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Be shamelessly generous and inclusive

Link shamelessly

Mention shamelessly

Comment shamelessly

Share shamelessly

Write yourself into being part of their conversation

(Everyone notices everything)

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Ask for favors and help before you need them

Don’t collect influencers without “running them”

Ask for help & assistance before you need it

Grand assistance and offer to help when it’s not on behalf of a client or to curry favor

It’s a little like building credit: do it when it doesn’t matter – ask for little loans and pay them off plus interest

People love to help (but have been hurt before)

Be perceived as giving more than you get: win-win-win!

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Activating influencers for business purposes

No matter what you use to engage your “posse,” it won’t work unless:

You’re already best mates

You’re a known entity (star)

You’re a recognized brand

You have a stellar gift (car)

You’re willing to pay to play

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Final words on influencers and influence

You’re not a wizard activating hoards of Robot Zombies

“Earned media” means you need to earn it

Quid pro quo ("something for something" in Latin) means an exchange of goods or services, where one transfer is contingent upon the other.

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Treat social media like a real job

Everybody’s real people

Hard work + time == social media success

There are very few overnight successes

Those people are generally already famous

Be kind; everyone you meet is fighting a hard battle

Remember, hugs not horns

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Need more help for your digital PR?

Set measurable goals

Develop online audience profiles

Identify influencers in your key subjects

Use social media to broadcast content

Develop your digital PR plan and sell it to your organization

On-site workshop on your problems for your team

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#digpr @chrisabraham

www.biznology.com/training




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November 11, 201411:00 to 11:30 ET

The 7 Challenges of Social Media

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