Influence Outreach Case

Courting Influencers

Dr. Jim BarryFebruary 2014

Developing Measurable Influencer Outreach Strategies

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The Ultimate QuestionWhat Comes First? Content or Followers?

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The Ultimate QuestionStart organically growth, then jumpstart audience development

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Why Influencer Marketing?

Audience Growth

Social Advertising

Influence Outreach

Brand Ambassadors

Thought Leadership

Employee Advocates

Building Audiences/Followers• Advertising for Followers Helps Initial Audience Boost• Employee/Brand Advocates Help Long-Term

Engagement• Thought Leadership Slowly Showcase Content• Influencers Provide Best Opportunity for Reach,

Engagement & Credibility

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Why Influencer Marketing?Nothing to Say No Audience

InfluencerSomething to Say

OR

Influencer’s Audience

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Traditional Ways to Gain Influence

PR Channels Tough to Convert• Venues need celebrity status• Offline follow-up erodes impact• Timing & settings are challenging• Reach is a “one time” opportunity• Audience is too narrow

Too Narrow

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Social Ways to Gain Influence

Help the Influencer’s Audience• Lead commentaries• Recognize• Validate• Help with audience agenda• Extend audience reach

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Value of Influencer Outreach

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Building an Audience• Activating all channels (Google+, Facebook,

Twitter, LinkedIn)• Getting access to their mic (social capital)• Staying on their radar (lists)

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Spreading the Word Long-term• Share-worthy for social reach (new,

entertaining)• Talk-worthy for engagement (chat

stimulating)• Link-worthy for SEO (validating research)

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What’s in it for Them (influencers)?• Future engagements or research• Influencer name on content (assumed

credible)• Validates their choice of you as speaker

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Establishing Engagement• Sparking conversations for more shares• Inter-conversation incentives for name

recognition• Name recognition for future

correspondence

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Influence Outreach Programs• Find out who scores high on

• Reach• Resonance• Relevance

• Get on radar by providing unique value • Give them bragging rights• LEAVE THEM ALONE!

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Mafia ChartTier 1

Tier 2

Tier 3

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Helping Influencers

• Research• Academic Audience

• Inspirational Content• Story Commentary

• Education• Latest Insights

• Energetic Audiences• Humorous Topics

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Measure Outreach as a Campaign• Attempt “Social Media ROI” but at

campaign/engagement level• Establish realistic but aggressive stretch goals• Develop “influence” and “engagement” metrics

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Metrics

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• Campaign Goal Metrics• Influence

• Klout boost of 5 pts.• 20 Twitter Followers with Klout > 60 • 10 Twitter Followers with Klout > 70• 3 Twitter Followers with Klout > 80• 5 Added to Google Circles with Klout > 70• 5 Added as LinkedIn Connections with Klout > 70

• Campaign Stretch Goals• Influence

• Klout boost of 10 pts.• 50 Twitter Followers with Klout > 60 • 25 Twitter Followers with Klout > 70• 8 Twitter Followers with Klout > 80• 10 Added to Google Circles • 10 Added to LinkedIn Connections

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• Campaign Goal Metrics• Engagement

• 2+ 2-way dialogs with (4) Tier One• 3+ 2-way dialogs with (6) Tier Two• 4+ 2-way dialogs with (6) Tier Two• 1 Blog Comments from Tier One• 2 Blog Comments from Tier Two• 3 Blog Comments from Tier Three• 3+ Posts on Google+

• Campaign Stretch Goals• Engagement

• 4+ 2-way dialogs with (4) Tier One• 6+ 2-way dialogs with (6) Tier Two• 8+ 2-way dialogs with (6) Tier Two• 2 Blog Comments from Tier One• 4 Blog Comments from Tier Two• 6 Blog Comments from Tier Three• 6+ Posts on Google+

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• Campaign Goal Metrics• Traffic

• Alexa Rank to 2.5M• 1000 Shares on Blog Post• 2nd Page Appearance on Keyword Phrase

• Campaign Stretch Goals• Traffic

• Alexa Rank to under 500K• 3000 Shares on Blog Post• 1st Page Appearance on Keyword Phrase

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Case Example: Influence Outreach Objectives for My Brand• Get top influencers to endorse book• Boost credibility of workshops & certificate courses with social proof

• Boost Klout score, website referrals & meaningful LinkedIn endorsements• Get locally connected to leaders (Social Boom, Marketing Nutz, Social Media Examiner)• Expand professional connections on Google+ and LinkedIn

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My Influence Outreach Strategy1. Top 25 Social Media Books from an

Academic Perspective• Below goals due to stalled roll-out & unfavorable

reaction to lower ranked books• Needs a catalyst to recharge

2. Influence Outreach Content Campaign A. Archetype study (Aug 24th – Sept. 2nd)B. Top expert feature piece

http://blog.socialcontentmarketing.com/top-25-social-media-books-for-academia-11-global-content-marketing/

http://blog.socialcontentmarketing.com/top-25-social-media-books-for-academia-11-global-content-marketing/

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Campaign Strategy• Provide influencer value in the form of recognition and useful content for influencer’s followers

• Recognize influencer as leader in field• Develop exercise for audience engagement

• Get influencers to collaborate around talkworthy study • Build comment trail• Stimulate ongoing engagement

• Get champions to evangelize• Marsha Collier (Klout of 87)• Kim Garst (Klout of 87)• Lee Odden (Klout of 80)

http://blog.socialcontentmarketing.com/4-archetypes-of-top-social-media-influencers/

http://blog.socialcontentmarketing.com/4-archetypes-of-top-social-media-influencers/

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ResultsBuilding an Audience

• 18 Google+ circles of Tier 1 & 2 influencers• 4 key LinkedIn invites• One key Twitter list• 800+ new Twitter followers (50+ Twitter

followers of Klout > 70)• Personal Klout hit 60

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GOOGLE+ CIRCLES

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CREATING AN INFLUENCE OUTREACH PROGRAM

LinkedIn Connections

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Spreading the Word Long-term• Share-worthy for social reach (new,

entertaining)• Talk-worthy for engagement (chat

stimulating)• Link-worthy for SEO (validating research)

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Link-worthiness

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Creating Search Engine Traction

Social Media Influencers Rising

Social Media Influencer

Klout Falling

Social Media Influence Rising

Influence marketing Flat

Social Media Leaders Rising

Social Media Experts Falling

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Talk-worthiness

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Talk-worthiness

http://neuwaerts.fm/episode/015/#t=3:06.246




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Benevolence Pays Off• Klout scores leveled the playing field• Analysis earned respect of key players• Recognition was validated by study results

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Establishing Engagement• Sparking conversations for more shares• Inter-conversation incentives for name

recognition• Name recognition for future

correspondence

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Today

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Earlier This Week

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Summary – Influence Mktg Hits on All Cylinders

Outreach Engagement• Provided avenue to attract and engage key influencers

• Inter-cooperation as an incentive• Talkworthiness w/influencer audiences allowed way for influencer to gain bragging rights• Social Media Book reviews were revitalized• Ongoing engagement continued with 10+ followers

• Influence provides boost to followers• Gained several hundred followers and jumpstarted Google+ circles• Many are hoping to showcase their own qualifications as a social media influencer

• Missed some goals due to:• Not paying attention to detail• Too aggressive or too slow a response

New Followers

•Multi-Channel

•Reach, Relevance, Resonance

• Lists

Content Reach

• Share-worthy

• Link-worthy

•Talk-worthy

Endorsement

•Thought leadership

•Comment trail

• Brand sentiment

Follow-up Engagement

• Inter-chat

• Future content

• Study expansion

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Why Influencer Outreach?

Measurability

Contests

Influence Outreach

Online Events

Email Campaigns

Influencer Outreach Permits Engagement Measurability

• Campaign-style activity allows isolation of ROI-enabled metrics

https://www.youtube.com/watch?v=wh76-FE5kqM

https://www.youtube.com/watch?v=wh76-FE5kqM