Influencer outreach for slideshare

3 Content Formats To Lift Your Traffic

Influencer Outreach

www.buzzsumo.comSubscriber Series

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Create Better ContentAt BuzzSumo we help content marketers improve their content through research, amplification and monitoring.

RAMOur Research, Amplify & Monitor Process

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Influencer & Outreach Marketing

Susan MoellerBusiness Development Manager

@susancmoeller@buzzsumo

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What is Influencer Outreach?

Grown up version of asking your friends to do something because all of the cool kids are doing it!

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Influencer marketing is working with influencers to help spread the word about Your brand Your productYour contentYour service

Many types, many goalsAsking bloggers to write about your productTeaming up on content pieces to share with different audience Celebrity endorsements for products Customer testimonials

High Klout Influencers test drive for Cadillac

TheFrugalGirl.com writes about Aldi grocery chain

#SoftSide of Life Downy leverages beautiful laundry on Instagram

Customer testimonials

Why do it? Demonstrate thought leadershipIncrease salesGrow your brandIncrease market share

Why do it?From Social Times, May 2015Results of recent influencer marketing studies show:Marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising. (McKinsey)Customers who were acquired through word-of-mouth have a 37 percent higher retention rate. (McKinsey)Marketers felt the biggest issue is scale with 59 percent intending to increase their influencer marketing budgets. (Tidal Labs)

From RhythmOne 1H Influencer Marketing Benchmark Report:On average, marketers who implemented an Influencer Marketing program in 1H 2015 received $9.60 in earned media value (EMV) for every $1.00 of paid media spend. This represents an increase of 1.4x over our CY 2014 average EMV of $6.85.

Influencer outreach is important for marketing:A brand is no longer what we tell the consumer it isit is what consumers tell each other it is.Scott Cook, the founder and CEO of Intuit

Creating Great content is not the finish line. Its the starting linecontent marketing must also include community, distribution, and promotion.Mark Schaefer, The Content CodeInfluencer Amplification is essential in Content Marketing

Our research on 100m articles showed:Getting even 1 influencer to share your content has a multiplier effect on overall sharesGetting 5 influencers to share your content quadruples your overall shares

1 influencer* share=31.8% more shares overall3 influencer shares=double overall shares5 influencer shares=quadruple overall shares

*Influencer=Average retweets over 2 (more on that later)

Typical Outreach ProcessFind good quality, relevant content that has been shared heavilyFind the creators of the content and the sites that theyve posted onFind who shares specific contentResearch authors and sharers to find out how authoritative they areFind influencers in your topic areaFilter by relevant factors (e.g., site authority, number of followers, engagement rate)

Add key people to an outreach listReach out and build relationships with them. Follow them, share their contentWork with them to create quality content assets including interviewsUtilise their distribution routes and contacts to build links and social signals to the assets

Brief overview of what we will cover.20

How BuzzSumo Can HelpFind content that is heavily sharedIdentify the authors and their other most shared contentFind the people that share and amplify popular contentFind authoritative and well shared sites in the niche for your contentFind influencers in your topic area and filter by location, reach, authority and engagementSee the content they shareFollow and engage with influencers

If you dont know trending topics, a good way is to search industry sites, assoc sites or competitor sites. 21

How do you define influencer?Several metrics that boil down to:Authority:Audience size: How many people are listening to them?Audience responsiveness: Do people act on their recommendations?Overlap: Are they a good fit for your content or product?Subject areaInterest in content besides their own

Find Influencerswhose Audiences Overlap with Yours

Many different way to find influencers for an outreach list23

Find authors of heavily shared content in yourtopic area:

Look for publishers of heavily shared contentin your topic area:

Do an author search or click on their name in a search25

Find Influencers By Topic

Start by going to the influencer tab. Type in your topic area and BuzzSumo will return a list of influencers by relevance. You can re-sort this list to find influencers that are relevant to you, for example:- Number of followers- Retweet ratio- Reply ratio- Page authority, if they have a blog or website

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Find Influencers by company


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Find people who shared content thatoverlaps with your content

See that little View Sharers button? That one little button is your new best friend.

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Find people who shared content fromIndustry leading domains

Search a site you like and see who shares their content.

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Find influencers who shared competitorcontent

Competitor A OR Competitor B

See who shares competitor content

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Find influencers in a specific location

See who shares competitor content

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Find Influencers by Type

Filter by type

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Ways To find Influencers whose content overlaps with yours:Find authors of content that is heavily sharedFind Influencers by topic areaFind Influencers by companyFind Influencers who shared content that overlaps with your contentFind Influencers who shared content from industry-leading domainsFind Influencers who shared competitor contentFind Influencers by locationFind Influencers by type

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Are they interested in content other than theirs?

Find Responsive InfluencersDo they:Respond to tweets?

Retweet content from other sources?

Find Influencers who share other peoples content

Find Authoritative InfluencersAre these influencers respected in their field?Does an audience act on the information the influencer presents

Find Influencers by page or domain authority

Find Influencers by Audience Size

Identify influencers whose audience responds to them

Remember:Bigger isnt always better. True influence drives action, not just awareness.-Jay Baer

Why average retweets is important

Your goal is for the influencers audience to react.

Not just nod and smile.

Use BuzzSumo With BuzzStream

Create a prospecting list with BuzzStream

As an example43


Click start prospecting

As an example44


Buzsztream pull in contact data45


Display of buzzstream contact data46

You have a list of Influencers.Now what?

Export your lists

Export is really powerful48

Spreadsheet tips:Eliminate anyone with less than 2 average retweetsCombine lists with influencers for the same topic (ie List of sharers for individual articles)Eliminate duplicatesEliminate anyone with reply and retweet ratios less than 20%Eliminate non-English accountsEliminate any strays that just seem odd for your topic

Build strong partnershipsIdeally, you will begin to build relationships with influencers before you ask for their help.Social is social: Give a lot to others, dont just ask others to give to you.

How to Reach InfluencersTweet and share their contentMention them when you share their contentComment on their blogsSeek introduction through a connectionAsk to interview them for your websiteAsk them to write a guest post for your siteCollaborate on content

As Matthew Barby says the first thing that you need to establish when approaching an influencer is consider their incentive.

If you dont know trending topics, a good way is to search industry sites, assoc sites or competitor sites. 51

What you can offerA link to the influencers personal site within each post, valuable if you have a high authority or highly ranked siteA recommendation for their services on your websiteFree or discounted use of your servicesOffer to share other content from the influencer to your mailing lists and social following Money Payment by shares achieved say

What can you offer?54

Dont forget the basics!

Follow

Follow users as you go56

Add them to a Twitter List

Build Twitter Ad ListsTwitter now allows marketers to promote ads to audiences based on either email addresses from their own CRM system or lists of twitter IDs Target people that share your contentTarget influencers in a topic areaExport list from BuzzSumo and filter/refine


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Get To Know ThemWhat do they share

See what they share59

Get To Know ThemWhat do they share


Set up an alert for themUse an author alert

Be the first to share their content.


Find link opportunitiesSee who is linking to competitor content

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What about Money?Should influencers be paid?

What are the legal or ethical issues for influencer marketing?

Know the legal issuesThe FTC governs marketing in the US:If you write about how much you like something you bought on your own and youre not being rewarded, you dont have to worry. However, if youre doing it as part of a sponsored campaign or youre being compensated for example, getting a discount on a future purchase or being entered into a sweepstakes for a significant prize then a disclosure is appropriate.

*We are not lawyers. Consult a legal professional.

Know the ethical issues:Contently.com provides great insights:

From the world of Journalismseek truthact independentlyminimize harmbe accountable

Content Marketing Code of EthicsContent marketing should seek to adhere to stricter standards of reporting than traditional journalism, due to its different legal position and increased commercial motivations. Content marketers should take care to disclose the sponsorship and intent of their work.http://contently.com/strategist/2012/08/01/ethics/

Avoid:DeceptionHiring people to write fake reviewsContracting people for fake likes, comments, retweetsNot disclosing affiliate links

Recommended Resources

Legal issues: FTC endorsement guides: https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking#social

FTC advertising guides: https://www.ftc.gov/system/files/documents/plain-language/bus41-dot-com-disclosures-information-about-online-advertising.pdf

Content Marketing Code of ethics from Contently: http://contently.com/strategist/2012/08/01/ethics/

Thank You

Questions?

@susancmoeller

Influencer outreach for slideshare

Marketing

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