Pubcon Austin: Finding and Reaching The Influencers
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Who are your influencers? Celebrities or your employees? Find people to advocate for your brand and reach them through compelling content.
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Pubcon Austin: Finding and Reaching The Influencers
- 1. Finding and Reaching the Influencers Presented by: Michelle LeBlanc
- 2. MICHELLE LEBLANC SOCIAL MEDIA STRATEGIST, INDUSTRIUM @LeBlancly #Pubcon
- 3. Agenda • The Power of Influence • Identifying Your Audience • Influencers & Subject Matter Experts • Connecting Through Content • Case Studies • Tools
- 4. The Power of Influence
- 5. “On average, people spend more than 490 minutes of their day with some sort of media” - ZenithOptimedia
- 6. Influence
- 7. Influence
- 9. Who Has Influence? Anyone. Your influencers will vary based on your business goals.
- 10. Who Has Influence? Consumer Brand: •Celebrity Spokespeople •Journalists •Bloggers / Instagram / YouTube •Customers / Super fans
- 12. Non-Profit B2C B2B Volunteers Super fans Employees Staff Customers C-Suite Board Members Bloggers Customers Local Media / Journalists Instagram / YouTube Celebs Industry Leaders Celebrity Endorsement Celebrity Endorsement Trade Journalists
- 13. Finding Your Influencers 1. Find your base, Understand your audience oYour email list: Who is on it? Are there segments of value? oWeb data: Where do visitors come from? What pages are most visited? oSocial: Who is sharing? Which posts drive engagement? oAnalytics tools: Look for broad content trends, study competitors
- 14. Finding Your Influencers 2. Create content that resonates o The Basics: Know Your Mission Have Campaign Goals Build Your Plans Creation Distribution
- 18. Finding Your Influencers 3. Leverage Wins + Build Up • Invest In Your Content • Paid support, PR • Think Big, Start Small • Partner Content with Community • Measure and Optimize
- 19. Case studies
- 23. Women In Trucking Web Series
- 26. American Express Business Knowledge Share
- 28. Tools
- 29. Platforms + Content Tips • Twitter: o“Quote Tweet” feature to comment on or engage with news/industry leader content oClick To Tweet for employee / advocate emails oPromote posts to industry hashtags or publication followers
- 30. Platforms + Content Tips • LinkedIn: oDevelop best practices sheet for employees oShare or re-share thought leadership in profile updates and Pulse oUtilize SlideShare integration
- 31. Platforms + Content Tips • Video: oFastest growing area, encourages by new live streaming apps oGood starting place for companies reluctant to turn content over to influencers oCan be, but doesn’t need to be, cost prohibitive Utilize slideshow format (Facebook paid)
- 32. Tools
- 33. Tools
- 34. 34
Notas del editor
- http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-new-way-to-measure-word-of-mouth-marketing http://www.marketingcharts.com/traditional/word-of-mouth-a-bigger-purchase-influence-for-millennials-than-boomers-who-rely-more-on-advertising-39207/ http://www.nielsen.com/us/en/insights/reports/2013/global-trust-in-advertising-and-brand-messages.html
- http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-new-way-to-measure-word-of-mouth-marketing http://www.marketingcharts.com/traditional/word-of-mouth-a-bigger-purchase-influence-for-millennials-than-boomers-who-rely-more-on-advertising-39207/ http://www.nielsen.com/us/en/insights/reports/2013/global-trust-in-advertising-and-brand-messages.html
- Analytics tools: Sysomos, Infegy, Crimson Hexagon, Nuvi, BuzzSumo, Spredfast, Sparktrend, Union Metrics/Inconosquare
- Purchased by P&G and launched in the US in 2003 In 2014, needed to relaunch to reach a younger audience Written up as “9 BRANDS DOING COOL THINGS ON TUMBLR IN 2014”
- Carrie Harwood WishWishWish.net.
- Covered in Reuters, The Trucker, Fleet News Daily and Heavy Duty Trucking 1.5 million impressions, with a CPM of less than one cent. The videos were viewed more than 30,000 times during the period that the series was live
- 95 viewers and 45 comments from potential and current drivers the company saw an increase of 30.5 percent in their female driving force.
- Small to mid-size businesses make up the largest faction of merchants in the American Express network. American Express Global Merchant Services wanted to engage with small businesses on their own terms and in their preferred environments in a way that would feel more customized and immediate. Kwittken developed a social media strategy to engage these professionals through a LinkedIn group, Business Knowledge Share (BKS). This community platform offers small business owners access to social media and marketing experts to learn about new ways to improve their business. Partnering with Twitter, FourSquare and Facebook, BKS created a video series Social Media Show + Tell that educates small business owners about using each platform. Additionally, executives at each of these companies served as experts for the group and BKS members had the opportunity to ask personalized questions to each of these professional. KBS+ and Kwittken continue to manage the community and offer expert advice to group members. Following its launch, Business Knowledge Share was the fastest growing business group on LinkedIn with 5,154 members in the first 90 days. The group had the highest engagement numbers of any small business group on LinkedIn.