micro-influencer marketing presentation for xcpd-732 social, mobile and search marketing, georgetown...

Micro-Influencer Marketing is1% Inspiration, 99% Perspiration

XCPD-732 Social, Mobile and Search MarketingGeorgetown University School of Continuing

Professor Shashi BellamkondaOctober 14, 2017, 10:30AM

Studies

Hashtag: #gtmimTwitter: @chrisabraham

Google+: google.com/+ChrisAbraham

Facebook: facebook.com/chrisabraham

LinkedIn: linkedin.com/in/chrisabraham

Slideshare: http://bit.ly/mimXCPD-732

mailto:@chrisabraham

http://bit.ly/mimXCPD-732

Your Speaker: Chris Abraham

Principal Consultant

Avid Blogger/Contributor:

@chrisabraham #gtmim


My Personal Digital PR Philosophy

Find people where they live (and meet them

there even if it’s a forum or message board)

Explore the long tail micro-influencers (there

are millions of people blogging, sharing, andposting online – and PR tends to pile on the

same 100 “influentials”)

“We want you to take 50 million of us as seriously asyou take one reporter from The Wall Street Journal”

(#83 of the 95 Theses from The Cluetrain Manifesto)

Spoil everyone (like you would Guy Kawasaki)

Be grateful (nobody is required to help you)



Why

You Should Reach Past the

Influencer marketing tends to focus on only

identifying and engaging top-25 influential

bloggers

A-List

Out of those 25, maybe 3 will cover yourstory over the course of a campaign

We collect every influencer who has everhad a thematic interest in our customers

We collect them all – all of them – into a"universe" – a list

We reach out to each and every one ofthem – no fewer than 2,000 but often 5,000

– via email

But then that’s where the work starts



Why

You Should Reach Past the

The initial blast is akin to speed-dating

A-List

Most good pitches don’t require a personalrelationship

Success depends on five things:

Freshness & quality of the list collected

Generosity of the “gift” being offered in thepitch

The ability of the email to reach the inbox

The charm & responsiveness of theresponders

Following up twice after the initial emailoutreach



On the Internet, nobody knows you’re a dog



Campaign Questions

Goal: what is it you need to do?

Monitor: what are you looking to find?

Discover: where are people talking?

Learn: who are these talking people?

Collect: what groups do you need?

Engage: how best to connect?

Outreach: how best to pitch?

Analyze: how did you do?



Goals: What Do You Want to Accomplish?

Build brand awareness?

Increase community engagement?

Prospect new brand ambassadors?

Drive sales, traffic, membership?

Drive conversation volume?

Improve organic search?

Get a feel for your neighborhood?

Launch a new product, service, investment?



Monitor: Listen/Look Before You Leap

Google Search is the best tool to get a feel

When it comes down to it, Google does an amazing jobof giving you a 30,000-foot view of the blogosphere

Spend some time understanding the space

It’s not always obvious how people engage with you,

your brand, your space, or your industry. Allow your

community to lead your exploration; do not be willful:

people don’t always use your language

Include message boards, forums, etc., in your recon

Try out all the tools: it’s a buyer’s market

SDL SM2, Radian6, Sysomos, Sprout Social, Lithium



Internet Rule #34: If It Exists There Is Porn of It



Discover: Finding People Where They Live

Social media is much bigger than Facebook

There are a multitude of social networks, self-run messageboards, threads deep in reddit, and ad-hoc discussions

everywhere online (Dailymile.com, etc.)

If it exists, there is blog of it (Rule 34 variant)

There are more than a billion active blogs worldwide

Always start with Google

Influencer discovery

Traackr – traackr.com

GroupHigh – grouphigh.com

Little Bird – getlittlebird.com

InkyBee – inkybee.com


http://dailymile.com/

http://traackr.com/

http://grouphigh.com/

http://getlittlebird.com/

http://inkybee.com/


Discover: Finding People Where They Live



Learn: Do They Want to Be Engaged? And How?

Blogs (including online journalists, curators,aggregators, group blogs, and bloggers)

Can you find their name and email address?

If contacting them is hard, maybe they don’t want to be

Look for a “how to engage/pitch” message

Follow their directions to a T (or don’t engage them at all)

Forums (including bookmark & link aggregators)

Engage forum owners directly, don’t jump in there!

Social Networks (including FB, Twitter, etc.)

Engage before befriending before pitching



Collect: Demo-, Geo-, Psycho-Graphic Lists

The A-list/Tier-1 (the crème de la crème of influence)

Generally professional bloggers and journalists, including the blogs and profiles

of mainstream media platforms, celebrities, high Klout scores, high-traffic blogs,

authors, actors, scientists, pundits, newsmakers, and people with mad followers

Will blog for free, but only if they’re compelled to (exclusive content, big news,financial releases, new investment, etc.)

Never, ever, include A-list bloggers in a bulk email pitch – hand-written only

Prepare your kid-gloves and your checkbook – find ways to woo them

personally (over lavish meals, inviting them to HQ, or meeting them down at one of

the many conferences they attend)

Become a persistent “bestie” – either as someone who is a communicatorpitching them good, consistent, and valuable content or, even better, a personal

friend who doesn’t just collect them as a method of access or a sign of prestige




B-D-List/Tier-2 (the mid-section of the long tail often asks for money)

While not all B-D-list bloggers lead with an advertising rate sheet, many do

Most PR campaigns aren’t budgeted for advertising spend so I don’t pay for posts

Ideally, earned-media is the goal of PR campaigns, so it’s up to you

Many of the B-D-list bloggers can get you what you need for less than a strong ad buy

While disclosures are essential everywhere, they’re doubly so for “advertorial” content

I tend to put any blogger who asks for money into a DNC* list

Midrange bloggers are easier to access, harder to garner earn media mentionsfrom, but a worthy investment of time and attention toward a long-term relationship

People help out their friends, so becoming close may curry favor for earned media pitches

I generally include B-D-list bloggers in general long-tail bulk email outreach

*Do not contact list



sCollect: Demo-, Geo-, Psycho-Graphic List

E-Z-List/Tier-3 (the long-tail, including ~1 Billion online micro-influencers)

While a billion active blogs are well out-of-scope, please remember:

No matter how obscure your product or service, there’s probably a blog about it

The original Rule #34 is: “If it exists, there is porn of it;” same for the blogosphere

Collect email addresses, influencer name, and maybe location only for E-Z-list

While I might be willing to chase down the contact info of A-D-list bloggers via forms orhunting them down via LinkedIn or Facebook Messenger, Dailymile mail, or Twitter DMs, I

only engage long-tail micro-influencers if they share their email address gladly

If bloggers don’t make it easy to contact them, they may not want to be contacted; and, ifyou contact someone who doesn’t want to be, there will be serious blowback

Send everyone in your list a bulk email pitch but be ready to engage in person

Don’t worry, most people aren’t fanboys – a cold-pitch is fine if your “gift” is generous



Engage: Pitch It Slow and Right Over the Plate

Tell, don’t sell

Lead with the news, not the used car

Pitching is speed dating

You don’t need to overwrite

Allow people to be intrigued

Less is more

Attention span is limited

Pre-masticate message into easy-to-understandpabulum

Don’t include attachments or inline content

Don’t BS, brow n nose, lie, or flatter

"Please don’t say you read and love my blog,

then pitch me on something that I never cover

here" -- Mack Collier



Outreach: The Catch Is the More Important Part

The informational microsite

Internally, I call it an SMNR

Social Media News Release

The kitchen sink theory

Don’t limit the SMNR to just the pitch

Influencers are often libertarian contrarians

Give a lot to look through – give them options

Steal me, steal me!

Optimize content to be copied-and-pasted

Pre-embed embed codes

Pre-link and optimize for SEO, etc.



Outreach: The Magic Happens in the Inbox



Outreach: Yet Another Mail Merge



Analyze: It All Comes Down to the Bottom Line

Track using site analytics tools

Google Analytics tracking code in the SMNR

Server-side analytics tools: AWstats, Webalizer

Track both SMNR & target site

Track using media mention tools

I presently use SDL SM2 (Alterian SM2)

Primary, secondary, tertiary, etc., mentions

Lots of free and fee-based tools

Google Analytics is becoming more SM-savvy

Track using specialized landing pages

Using affiliate tricks-of-the-trade



Analyze: The Proof Is in the Pudding

133 earned media blog posts, 1,350 Tweets, 40 other



Analyze: The Proof Is in the Pudding



Current Client: Skinny & Co. Coconut Oil

Currently, Gerris Corp is working on an earned

media campaign for Skinny & Co. coconut oil.

SMNR: skinnyconews.com

Client is the perfect client for earned media:

Product is timely and sexy

Client is generous with all influencers

No influencer floor

Beautiful packaging and top-quality product

Month 1 - 185 product requests, 323 responses, 158posts




http://skinnyconews.com/


Current Client: Skinny & Co. Coconut Oil

As a thank you to all the

bloggers and

influencers, we always

try to give them all some

link love via Gerris and

my personal blog.

We encourage Skinny &

Co. to thank, engage,

comment, Like, share,

reshare and retweet any

and all earned media

content they discover

and we share.

While I am far from

perfect, I try to do

anything I can outside of

the product to show

personal appreciation.


http://chrisabraham.com/blog/final-thank-you-to-skinny-coconut-oil-online-influencers




Any Questions?



Final Words

“Hugs not horns”– Chris Abraham

“Bemeet

kind, for everyone youis fighting a hard battle”

–(or Plato or

Philo of AlexandriaIan MacLaren or John Watson)



Contact Me Any Time

This presentation is already up on SlideShare:


Email: [email protected]

Mobile: +1 202-352-5051

Twitter: @chrisabraham

Google+: google.com/+ChrisAbraham

Facebook: facebook.com/chrisabraham

LinkedIn: linkedin.com/in/chrisabraham

Blog: chrisabraham.com/blog



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