The Purple Dinosaur - Finding the right influencers for outreach
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Transcript of The Purple Dinosaur - Finding the right influencers for outreach
Social Media is Wonderful
ELASTICITY + HOLY SMOKES!
Fonzales
But the rules have changed …
ELASTICITY + HOLY SMOKES!
Reaching your audience today …
ELASTICITY + HOLY SMOKES! Imgarcade.com
Why is it so hard?
ELASTICITY + HOLY SMOKES! Miguel Angel Aparicio
… and then there’s this …
ELASTICITY + HOLY SMOKES!
What does it all produce?
ELASTICITY + HOLY SMOKES!
The winners produce the signal
ELASTICITY + HOLY SMOKES!
The signal is the better train wreck
ELASTICITY + HOLY SMOKES!
And this is where we’re headed
ELASTICITY + HOLY SMOKES!
So what do you do?
Mike Baldwin
Ask who makes your audience say, “That is awesome!?” And work with them.
- Me. Just now.
(Tweet that!)
There are paid and premium tools …
But you must curate!
Then there’s the free way …
• Search for “Top Blogs in
XXXX” lists
• Find blogs and tweets
about related brands –
Who’s posting them?
• Ask your core customers
who they read
• Research those authors
There are even free tools …
But understand context!
268,000 Facebook Fans
51,000 Twitter Followers
But understand context!
But understand context!
A resource …
Just Google:
“Social Media
Explorer Influencer
Identification
Tools”
Look for media kits
• Page or PDF easily
accessible
• Outlines the types of
sponsorships they offer
• Prices for sponsored posts,
guest posts, AND social
sharing/activation
• Links to examples/proof
They show us their audience
• Illustrate who your audience
is
• Traffic numbers,
demographics, social
behaviors, interest graph
• Quantcast, Compete, Cision
data
• The better = more relevant
They offer proof … honestly
RESULTS
• 256 million total impressions;
• 91 major national media hits;
• 43,700 visits to the Facebook app;
• 157,000 separate points of engagement;
• Most tax returns filed in a single year;
• Competitor Intuit acknowledged HRB’s aggressive outreach to a younger demographic in their earnings call.
Ask for proof!
• Lifestyle blogger
• 60,000 monthly uniques***
• 250,000 PV/Month
• 2,000 people per day X 5
• 10,000 @ $750 per post
• $13.33 per impression
And then there’s this …
• Parenting.com
• 2.1 MM monthly uniques
• $15 per 1,000 impressions
for an ad
• Even if impression in post
is worth 10X more?
• $6.33 per impression
Look for those who understand PR
• Respond well to your desire
to be relevant and reliable
• Understands the need for
organic and paid placements
• Consider sharing organic
content as relationship-
building
• Don’t always have a hand
outiStockPhoto.com
You’ll have to compromise something …
Reach
CostEffectiveness
Partner Attitude
Food for Thought
David Schrader
Yes, there are greedy, egotistc bloggers. But the good ones can drive passionate consumers to care about your brand.
- Me. Just now.
(TWEET THAT!)
Jason Falls
Elasticity
@JasonFalls
goelastic.com
100proofshow.com
jasonfalls.com
Get the slides! www.slideshare.net/elasticity
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