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Engaging with Inluencers via Social Media

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Becky Livingston
Becky Livingston

In this slide deck, statistics about influencer engagment are shared along with tips on how to engage with influencers via social media. Several tips about online tools and resources are also provided to help you increase: - Brand Reach - Social Media Influence - Personal Branding - Online Engagement - Search Engine Ranking View the Penheel Marketing website for more content like this.

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Engaging  with  Influences   •  Why?   •  Were  to  find  them?   •  How  to  iden5fy  them?   •  SeFng  expecta5ons  
Yes,  it’s  a  shame.       “A  mere  6%  of  social  spend  is  allocated  to   marke5ng  to  influencers.”   ~  2013  Digital  Influence  Report  
Why?   •  WOM  campaigns  are  inexpensive  –  generally   •  Minimal  effort  –  few  hours  weekly   •  Increase  exposure,  site  traffic,  market  insight,   and  brand  loyalty   •  Brand  message  sharing  by  influencers   •  Engage  with  your  customers   •  Deliver  informed  opinions   •  Build  posi5ve  brand  awareness  
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How?   •  Use  a  trackable  hashtag   •  Create  shareable  content   •  Consider  rewards  that  are  not  compensa5on-­‐ based  (FourSquare)   •  Engage  in  online  conversa5on   •  ReTweet/Share  their  content  vice  versa   •  Ask  them  to  guest  blog  
How?  Cont.   •  Ask  them  for  industry-­‐related  advice   •  Remember  offline  ac5vi5es   •  Make  your  “ask”  compelling   •  Lead  w/  them  not  you   •  Disclose  paid  rela5onships  
The  Tools   •  Commun.it  (Twifer  community  management)   •  GaggleAMP  (internal  influencers)  [video]   •  BlogDash  (100,000  bloggers)   •  mPact   •  www.WhoSharedMyLink.com   •  MuckRack   •  Twitaholic   •  HARO  (help  a  reporter  out)  
Se@ng  ExpectaCons   •  Be  clear  about  the  goals  –  no  hidden  agenda   •  A  giver  gets  more  in  return   •  Define  success  and  let  them  know   •  Ask  if  they  cannot  do  it  if  they  have   sugges5ons  on  who  can   •  Monitor,  measure,  report,  adjust  
Measurement   ü Quality  of  Content   ü Sen5ment  of  Content   ü Click  Through  Rate   ü Cost  Per  Click   ü Cost  Per  Acquisi5on   ü Cost  Per  Impression   ü Comments   ü Shares  
Visit Penheel Marketing Visit the Penheel Marketing website to view more on this topic and other social media information. http://penheel.com/2013/7- reasons-connect-influencers/
Becky Livingston President & CEO Penheel Marketing www.Penheel.com

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Engaging with Inluencers via Social Media

  • 2. Engaging  with  Influences   •  Why?   •  Were  to  find  them?   •  How  to  iden5fy  them?   •  SeFng  expecta5ons  
  • 3.
  • 4. Yes,  it’s  a  shame.       “A  mere  6%  of  social  spend  is  allocated  to   marke5ng  to  influencers.”   ~  2013  Digital  Influence  Report  
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. Why?   •  WOM  campaigns  are  inexpensive  –  generally   •  Minimal  effort  –  few  hours  weekly   •  Increase  exposure,  site  traffic,  market  insight,   and  brand  loyalty   •  Brand  message  sharing  by  influencers   •  Engage  with  your  customers   •  Deliver  informed  opinions   •  Build  posi5ve  brand  awareness  
  • 11. 9)3&$/-&()-:;& •! Y(#0"&:1.++"4,J&8",,3+"&:.34B&#.88"*-"4,J& HO:1(#&D.4O8&B(,#O,,(.*&8"8:"4,& •! E034"4&.D&-4"*B(*+&03,0-3+,& •! Z1.O-&3*B&Z4"B&,#.4",&0"1H&B"A*"&-0"8&-..& •! [.8H"-"&3*B&M1"G3&.V"4&(*,(+0-&(*-.&:1.+& -43W#J&:%&$"%6.4BJ&#3-"+.4%J&#.O*-4%& .H&]<&E.#(31&2"B(3&/.6"4&S*NO"*#"4,J&;<=>&
  • 12. How?   •  Use  a  trackable  hashtag   •  Create  shareable  content   •  Consider  rewards  that  are  not  compensa5on-­‐ based  (FourSquare)   •  Engage  in  online  conversa5on   •  ReTweet/Share  their  content  vice  versa   •  Ask  them  to  guest  blog  
  • 13. How?  Cont.   •  Ask  them  for  industry-­‐related  advice   •  Remember  offline  ac5vi5es   •  Make  your  “ask”  compelling   •  Lead  w/  them  not  you   •  Disclose  paid  rela5onships  
  • 14. The  Tools   •  Commun.it  (Twifer  community  management)   •  GaggleAMP  (internal  influencers)  [video]   •  BlogDash  (100,000  bloggers)   •  mPact   •  www.WhoSharedMyLink.com   •  MuckRack   •  Twitaholic   •  HARO  (help  a  reporter  out)  
  • 15. Se@ng  ExpectaCons   •  Be  clear  about  the  goals  –  no  hidden  agenda   •  A  giver  gets  more  in  return   •  Define  success  and  let  them  know   •  Ask  if  they  cannot  do  it  if  they  have   sugges5ons  on  who  can   •  Monitor,  measure,  report,  adjust  
  • 16. Measurement   ü Quality  of  Content   ü Sen5ment  of  Content   ü Click  Through  Rate   ü Cost  Per  Click   ü Cost  Per  Acquisi5on   ü Cost  Per  Impression   ü Comments   ü Shares  
  • 17. Visit Penheel Marketing Visit the Penheel Marketing website to view more on this topic and other social media information. http://penheel.com/2013/7- reasons-connect-influencers/
  • 18. Becky Livingston President & CEO Penheel Marketing www.Penheel.com