8 tips to find influencers and convince them to help you
TRANSCRIPT
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#InfluencerTips
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Session will be recorded
There will be time for
questions at the end
Leave your questions in
the “questions”
panel
Hashtag is: #InfluencerTips
Housekeeping #InfluencerTips
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Devon WijesingheCEO of Insightpool
@DevonWijesinghe
SpeakersCo-founded Insightpool in 2012, and has led the company from two to 60+ employees, acquired a Silicon Valley start-up, Next Principles, and is currently revolutionizing marketing and sales across social.
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Jay BaerPresident of Convince & Convert
@JayBaer
SpeakersJay Baer is a New York Times best-selling author of five books. He is the President of Convince & Convert, a consulting company that works with major brands on social/content marketing. He runs the world’s #1 content marketing blog, and his Social Pros podcast just won “best podcast” at the Content Marketing Awards.
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Title Area
Why Are Influencers Important?
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à Explosion of content and social interactions, and more on the way
à If you build it, so what?
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IN THEORY
à In a competitive environment, amplification is as important (maybe more so) than creation
à Influencers give your story reach and impact
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TIP #1Build a business case for
influencer marketing
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• You don’t need “influence” you need what influencers can bring (reach, impact)
• But to what end?
• There are only 3 reasons to get involved in influencer marketing…
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influencers spread your
story to people who otherwise
would not be exposed to it
AwarenessInfluencers
cause specific, desirable
behaviors to occur among
target audiences – clicks,
purchases, downloads
SalesInfluencers
cause existing customers to
become advocates, to
renew, etc.
Loyalty
Build a business case for influencer marke9ng #InfluencerTips
In this role, influencers are essentially advertising vehicles
In this role, influencers are essentially direct response vehicles
In this role, influencers are essentially cheerleaders for the brand
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TIP #2 Learn the difference between audience and
influence
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• We use “influencer marketing” as a catch-all term, but many “influencers” don’t actually have influence
• Influence means that you incite a behavior or a belief, not just
that you created impressions
• Some people have influence, other people have an audience. BUT, this is circumstantial and topically specific!
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Audience, 164,000
Interest, 80,000
Influence, 1,600
Social media
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Audience, 164,000
Interest, 2,000 Influence,
200
Rock climbing
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• Unless you really only care about impressions and reach, be thoughtful about working with people who have demonstrated influence about the relevant topic
• Audience and influence are not correlated – you can have great, specific influence without huge audience
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Audience, 20,000
Interest, 15,000
Influence, 3,000
Rock climbing
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TIP #3Craft a story worth
telling
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• Usually, influencers amplify a story, they shouldn’t BE the story
• Craft a story that is interesting and unique enough that influencers WANT to use their power to talk about it
• The fact that your business exists is not a sufficiently compelling story
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Remember…story comes first, influencers come second!
TheBusinessOfStory.com
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TIP #4Start with advocates first
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• Current customers can be your most powerful influencers, even if they don’t have a huge audience
• This is because they possess the power of personal experience – they KNOW your business is good and can provide credible testimony
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convinceandconvert.com
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DefinitiveDigest.com
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Advocates can make you money too!
Needle.com
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TIP #5Discover people with
relevant audience next
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Three systems for identifying people with relevant, large audiences:
Discover people with relevant audience #InfluencerTips
DIYSoftware
Assist
Marketplace
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Software-assisted influencer discovery:
à Insightpool finds people who follow competitors, and don’t follow you
à GroupHigh finds bloggers that write about a particular topic, sortable by audience size
à LittleBird finds people (mostly on Twitter) who are influential on a particular topic
à Cision finds bloggers and social media influencers by topic and geography
And many more…
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Marketplace influencer discovery
à TapInfluence matches companies to online influencers across many platforms, and helps manage influencer campaigns
à Del Mondo matches companies to SnapChat influencers
à GrapeStory matches companies to Vine influencers
à Snapfluence matches companies to Instagram influencers
And many more…
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About Insightpool
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Did you know? 92% of people trust recommendations from people they know, whereas only 36% of people actually trust branded content, according to Neilsen. The problem? Brands don’t know which influencers to connect with or what solutions to use to drive their business forward.
Insightpool is your solution.
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TIP #6Analyze topic and content strengths
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Examine each potential influencer’s topical and content history, and channel strengths:
• How often do they publish about your topic?
• How recently have they published about your topic?
• Have they worked in the past with competitors or similar companies?
• How comfortable are they with social media vs. written content (blogging) vs. photos vs. video?
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Eric the Car GuyEricthecarguy.com à Eric is a certified technician whose site has a ton of FAQs,
video tutorials, and guides to help people diagnose and solve a wide variety of common problems from coolant leaks to an engine overheating.
à While the production value on his videos is mediocre, Eris is well spoken and his tutorials are clear and friendly.
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Eric the Car Guy cont’d à On his popular YouTube
channel, he’s releasing about 2 videos a week (some of which are sponsored) answering questions from viewers as well as covering from specific skills.
à The blog also has content based on major areas of interest.
Website visits 51.1K
Twi8er Followers 4.3K
Facebook Likes 43K
YouTube Subscribers 624K (97MM views)
Instagram Followers 167
Pinterest Followers N/A
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TIP #7Approach with specifics
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• Influencers that have an audience are “pitched” constantly. You must make it clear what you want and how it will benefit them
• “I found you online and was thinking it might be interesting to work on some things together.”
WRONG!
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Pitches should include:
• Demonstration that you’ve done your homework • Specific request • Clear explanation of benefits and expectations • Time limiter • Description of next steps
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Hi Eric, I’m a fan of your blog and videos. I parUcularly enjoyed the 1988 Town & Country transmission walk-‐through, as my dad had one was I was a kid. Memories! You do such a great job of making complex things understandable. Thank you! I’m Jay Baer, and I head up the Digital Content Team for Convince & Convert. Our blog was named the #1 content markeUng blog in the world and is a resource for readers on vehicle and home maintenance. My team and I have selected you and 6 other experts as potenUal contributors to our placorm. Our large audience will give you great exposure, and your content is perfect for our readers. This is a paid program in exchange for monthly content creaUon, and we’d also want to sponsor your blog/videos. We need to have all parUcipants finalized by August 30. May we connect on Skype on Monday at 2pm, or Tuesday at 10am (eastern Ume)? Many thanks, Eric. I hope we are able to work together.
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TIP #8Use the magic triangle
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Bloggers/influencers care about 3 things:
Exclusivity
Co-creation
Attention
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Exclusivity if tons of people are participating, it’s less interesting to the influencer
Co-creation Influencers don’t want to spread your story, they want to help you create the story
Attention Use your audience to build their audience
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TIP #9Build relationships first,
then transactions
Bonus!
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• Identify who you want to work with, long before the program starts
• Interact online to build name recognition and trust
• Tweet/re-tweet • FB comments • Blog comments • Youtube comments • IG comments
• Use your real name and company name
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1. Build a business case2. Learn the difference between audience and
influence3. Craft a story worth telling4. Start with advocates5. Discover people with relevant audiences6. Analyze content and topic strengths7. Approach with specifics8. Use the magic triangle9. Build relationships first
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Q & A
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Thanks!
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