How to Build Your Influencers in Social Media

Thanks for joining!
How to Build
Your Influencers
in Social Media
Chris Abraham
October 14, 2014
We’ll be starting
soon!
www.biznology.com © 2014 Mike Moran Group LLC

#digpr @biznology @gerrisdigital @chrisabraham
© 2013 Mike Moran Group LLC
Your moderator for today: Mike Moran
 Former Distinguished
Engineer
 A senior strategist at
 Author of two
popular books on
Internet marketing
 Founder of
2
@MikeMoran mike@mikemoran.com 973-826-0744

3
How to Build Your
Influencers in Social
Media
Thanks to our sponsors:
Chris Abraham

Click the orange arrow
4

Your speaker for today: Chris Abraham
 Digital strategist and
technologist at
 Avid blogger/contributor
at:
5
@chrisabraham chris@gerriscorp.com 202-352-5051

So you want to build your influencers?
 Are you already Kim Kardashian?
 Are you worth billions of dollars?
 Do you have a sex tape?
 Do you have a reality show?
 Are you a politician?
 Are you routinely on television?
6

Well, what’s in it for them?
7

You need to become an influencer first
 Becoming an influencer doesn’t require “the many”
(though the more, the better)
 Initially, it requires that you’re compelling enough to
be taken seriously on one or more core topics
 Even if someone doesn’t know you by name, they’ll
surely Google you for your bone fides
 Make sure you leave a trail of bread crumbs
8

Buy some domain names
9
 Register domains that represent:
 Your name (chrisabraham.com, chris-abraham.com)
 Your company (gerr.is, gerriscorp.com, gerris.co)
 What you do (bloggeroutreach.com)

Start a personal site
10
 Before you start, you
need to create a
comprehensive resource
and repository of who
you are and what you
can do, including all
your contact info
 No, LinkedIn isn’t
enough

Shameless self-promotion: gerr.is
11

Start a blog
 It’s a lot of work
 It’s often ignored
 You’ll want to bail
 You’ll resent it
 People will laugh
 It’ll turn out to be the best thing you’ve ever done
12

Be smart for free
13
 Be willing to be smart for free
for any platform that will accept
you as a topic expert
 If your job isn’t “writer,” don’t
demand pay
 Writing is marketing
 Books are even better
 Start with LinkedIn (it’s great!)

Gravity assist slingshot effect
 People know you through:
 Places you’ve worked (Edelman)
 Clients you’ve had (Greenpeace)
 Brands you’ve served (Mizuno)
 Use the gravity of your past
clients, employers, and brands to
slingshot your influence
14

Convert from “morning paper” to “morning feed”
 Your future influencer corps is
already publishing and sharing
online – read them!
 Install and use Feedly and
Flipboard to track your industry
and influencers
 Install the Buffer App to share
across several/all of your
platforms
15

Do a social media land grab
 Your goal is building your influencers in social
media
 Your goal isn’t becoming a top influencer
 Your goal also isn’t becoming a writer or blogger
 You’ll need to be in more places than Twitter
 Knowem helps you register all of your profiles
16

Find your contacts on social
 Sharing your address book
with Twitter, Facebook, etc., is
stupid – do it anyway
 Address books are static,
dying, things
 Social media is dynamic and
allows engagement
17

Make your competitors your colleagues
 Your career is dynamic
 Don’t burn bridges: woo!
 Connect and befriend your competitors – they’ll be
your partners, supporters, colleagues, employers,
employees, vendors, clients, and benefactors in
the future
 Just say no to snark: always be kind & generous!
18

Rob your competitors blind
 Follow and friend people your
competitors are
 There are lots of services that
make following the followers and
followed easy – at least on Twitter
19

Buy your way into business
 Twitter limits the number of people you can follow,
right out of the box
 That’s bogus, man!
 If you’re too aggressive?
 You get banned, man!
 What I do is I buy my clients an initial package of
followers to give them some wiggle room
20

Be shamelessly generous and inclusive
 Link shamelessly
 Mention shamelessly
 Comment shamelessly
 Share shamelessly
 Write yourself into being part of their conversation
 (Everyone notices everything)
21

Ask for favors and help before you need them
 Don’t collect influencers without “running them”
 Ask for help & assistance before you need it
 Grand assistance and offer to help when it’s not on
behalf of a client or to curry favor
 It’s a little like building credit: do it when it doesn’t matter
– ask for little loans and pay them off plus interest
 People love to help (but have been hurt before)
 Be perceived as giving more than you get: win-win-win!
22

Activating influencers for business purposes
 No matter what you use to
engage your “posse,” it won’t
work unless:
 You’re already best mates
 You’re a known entity (star)
 You’re a recognized brand
 You have a stellar gift (car)
 You’re willing to pay to play
23

Final words on influencers and influence
 You’re not a wizard activating
hoards of Robot Zombies
 “Earned media” means you
need to earn it
 Quid pro quo ("something for
something" in Latin) means an
exchange of goods or
services, where one transfer is
contingent upon the other.
24

Treat social media like a real job
 Everybody’s real people
 Hard work + time == social media success
 There are very few overnight successes
 Those people are generally already famous
 Be kind; everyone you meet is fighting a hard battle
 Remember, hugs not horns
25

Need more help for your digital PR?
 Set measurable goals
 Develop online audience profiles
 Identify influencers in your key subjects
 Use social media to broadcast content
 Develop your digital PR plan and sell it to your
organization
 On-site workshop on your problems for your
team
26
#digpr @chrisabraham
www.biznology.com/training

Don’t forget our sponsors Don’t stop now!
November 11, 2014
11:00 to 11:30 ET
The 7 Challenges
of Social Media
Listening
www.biznology.com
Mike Moran
Sign up now at
bit.ly/7challsml
For more information:
27

How to Build Your Influencers in Social Media

Recommandé

Recommandé

Contenu connexe

Plus de Gerris

Plus de Gerris (20)

Dernier

Dernier (20)

How to Build Your Influencers in Social Media