This is what you're going to learn 1. How Does Influencer Outreach Fit Into A Larger, Integrated Strategy? 2. What Is "Influence" & Who Has It? 3. How To Borrow That Influence For New Opportunities

1. SocialMatica’s Social Media Workshop Series
THE LITTLE KNOWN STRATEGY THAT
CAN MASSIVELY IMPACT YOUR
MARKETING RESULTS

2. 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

3. Introduction
• Who is SocialMatica
– When you absolutely must know for sure, what’s
real and what’s hype…trust SocialMatica
– Quantitative & Qualitative Social Dashboard

4. Have You Ever…?
• Flipped Through A Woman’s Magazine

5. Did You Look At The Ad?
• More Inclined To Buy?
• Less Inclined To Buy?

6. Have You Ever Seen This?

7. Did You Look At The Ad?
• More Inclined To Buy?
• Less Inclined To Buy?

8. The Theory Goes
• More consistency
• More channels
• More confidence
• More conversions

9. Where Does Influencer Outreach Fit?
• Depends On The Positioning
– Strategically To Seed Ground
– Tactically To Get Leads

10. If It’s a Commodity…
• SEO & Promotion Can Be Successful

11. How Marketing Stuff Works
• Content
• SEO
• Promotion
• Community

12. 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

13. Something’s Happening
• The Value Of Social Real-Estate
• Every time you interact
• Building a new relationship
• Open a new network

14. 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

15. All The Possibilities
The Very Near Future Today

16. Social Outposts
• Social Marketing Real-Estate
• For Rent!

17. Examples

18. Examples

19. Examples

20. Typical Arrangements
• Pay
• Trade
• Any compensated agreement must be
disclosed, even if it’s a gift
• Unpaid agreements do not (hold that thought)

21. The Types Of Opportunities
• Blog Posting
• Banner Ads
• Video Testimonials
• Facebook Posts
• Sponsored Tweets

22. 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

23. 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.

24. What We’re Hoping It Will Do

25. What We Need
• Mutual Common Benefit With Their Audience
• Community Identity Should Match Offers

26. How Do We Traditionally Do This?
• The Glamour Factor or What I Call

27. What Do We Need To Do
• We Need To Understand & Rank Their
Influence
• We Need To Know Why We Should Work
Together

28. What Do We Need To Rank Influence?
• Influence Is Not Free Standing – It’s The
Actualization of Performance.
• Performance Context
• Engagement
• Audience
• Kinetics

29. 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?

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

31. Why You Should Work Together
• Content
• Audience
• Reach
• Performance

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

33. Audience
• Traffic
• Social
• Comments
• RSS Count

34. 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)

35. Performance
• Use Verticalscape
• Use Agencysnap
• VerticalPoint shows it as well

36. 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

37. Questions?
www.socialmatica.com
training@socialmatica.com
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