THE LITTLE KNOWN STRATEGY THAT CAN MASSIVELY IMPACT YOUR MARKETING RESULTS

SocialMatica’s Social Media Workshop Series

Influencer Identification & Outreach

What You’re Going To Learn•How Does Influencer Outreach Fit Into A Larger, Integrated Strategy?•What Is "Influence" & Who Has It?•How To Borrow That Influence For New Opportunities

Introduction

• Who is SocialMatica– When you absolutely must know for sure, what’s

real and what’s hype…trust SocialMatica– Quantitative & Qualitative Social Dashboard

Have You Ever…?

• Flipped Through A Woman’s Magazine

Did You Look At The Ad?

• More Inclined To Buy?• Less Inclined To Buy?

Have You Ever Seen This?

Buy Stuff

Did You Look At The Ad?

• More Inclined To Buy?• Less Inclined To Buy?

The Theory Goes

• More consistency • More channels• More confidence• More conversions

Where Does Influencer Outreach Fit?

• Depends On The Positioning– Strategically To Seed Ground– Tactically To Get Leads

If It’s a Commodity…

• SEO & Promotion Can Be Successful

How Marketing Stuff Works

• Content• SEO• Promotion• Community

Community Basically Means

• We need to create relationships by– Creating content and responding to the responses– Responding to content– Sometimes pointing back to our home base

Something’s Happening

• The Value Of Social Real-Estate• Every time you interact• Building a new relationship• Open a new network

The FB Millions

• More than 650 million active users• 50% log on everyday• Each averages 130 connections• There are more than 250 million active users

currently accessing Facebook through their mobile devices

All The PossibilitiesTodayThe Very Near Future

Social Outposts

• Social Marketing Real-Estate• For Rent!

Examples

Examples

Examples

Typical Arrangements

• Pay• Trade• Any compensated agreement must be

disclosed, even if it’s a gift• Unpaid agreements do not (hold that thought)

The Types Of Opportunities

• Blog Posting• Banner Ads• Video Testimonials• Facebook Posts• Sponsored Tweets

The Benefits

• Influencer outreach is a useful leverage strategy

• Influencer outreach is useful for credibility• Promotes the use of lay-celebrity• Endorsement without the obvious sales-pitch

This Fits Just About Anywhere

• Depending on how well known your content/concept/keyword/idea is.

• The closer to commodity the concept is, the better it is to begin with blogger outreach. The farther away from commodity the less likely you're going to be able to communicate the need and value to an influencer.

What We’re Hoping It Will Do

What We Need

• Mutual Common Benefit With Their Audience• Community Identity Should Match Offers

How Do We Traditionally Do This?

• The Glamour Factor or What I Call

What Do We Need To Do

• We Need To Understand & Rank Their Influence

• We Need To Know Why We Should Work Together

What Do We Need To Rank Influence?

• Influence Is Not Free Standing – It’s The Actualization of Performance.

• Performance• Engagement• Audience• Kinetics

Context

P.E.A.K Defined

• Performance – How Well Are They Performing• Engagement – Do They Get Response? What’s

Their Traffic, Relative To Other Statistics? Social Activity?

• Audience – What Is The Size Of Their Digital Addressable Audience Online?

• Kinetics – Which Networks Are They Most Prolific; Successful?

Leverage SocialMatica

• VerticalPoint – Demo At The End• Search.SocialMatica.com

Why You Should Work Together

• Content• Audience• Reach• Performance

Content

• This is primary• Our approach strategy• Also provides community access• The conversation

Audience

• Traffic• Social• Comments• RSS Count

Reach

• This is difficult to determine externally• Here are a couple of methods

– Video comments & relative to subscribers (think email click rates)

– RT’s – Facebook Fan Page Comments (relative to total

likes)

Performance

• Use Verticalscape• Use Agencysnap• VerticalPoint shows it as well

Quick Demo

• Interact with the community• Isolate the conversation• Pin point the best distribution points• Pin point the best channels• Know the difference between popularity & a

good blogger reach out opportunity

Questions?

www.socialmatica.comtraining@socialmatica.com

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