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...Today, I want to focus on one specific part of that session: how to pitch influencers. Social media and PR bloggers have been talking about this topic for years, yet I don’t see pitches getting much better. So, I’m going to take ONE MORE crack at this, today. When you are sending an email to an “influencer”, it really doesn’t matter what you’re asking them to do (write about your product, attend your event, share your post in social media) the same components of your pitch need to be present....
The cost of influence marketing tools have gone up but here are some influence research tools to determine who is pulling their weight on the web
...I was embarassed for this Fortune 500 company that equates Twitter followers with influence. That is so 2011.
Today we need more than that, right? Problem is, for cheapskates like me it’s getting harder and harder to find free tools to use. As influence marketing has gotten hotter, the prices have gone up on great platforms like Traakr and Appinions which don’t even offer free trials any more.
So here are a few work-arounds for people trying to get a handle on influence marketing on the cheap....
Want to find key influencers in specific topic areas? You need the right tools to save you time. Find the top influencer research tools here.
But first you need to know who these influencers are.
You could hop from social network to social network, doing manual research. Or you could take the easy option and use a tool that is designed to do influencer research and get the insights that you need to leverage the power of influence.
In this post I’ve put together 8 of the best, with a range of different features and a lot of them are affordable or can be used for free....
“Every brand, large or small, service, CPG, and beyond, should be moving their efforts to include IRM [influencer relationship marketing] to be a pillar in their communication and marketing plan,” Massura said. “IRM is important not only to affect purchase decision and consideration, but when deployed strategically, it can benefit reputation, employee retention and recruitment, and diffuse crisis.”
From the glowing online content about influencer marketing blanketing the webto Danny Brown and Sam Fiorella’s much-buzzed about book “Influence Marketing,” almost everyone seems to value the power of IRM. However, almost everyone does not include NeedTagger CEO Vernon Niven....
Real experts don’t talk about cat videos.
There is a strangely troubling trend I have come across recently that seems to be once again afflicting presentations at business events around the world. It comes down to the ubiquitous cat video – and its closely related cousin, the animated cat GIF. Don’t get me wrong. I like a cute kitten as much as the next guy. But there’s a problem with this feline frenzy.
Cat videos are a backward looking cliche about the insignificance of the web whose time has come and gone – much like the once frequent quip about Twitter being a great place to share what you had for lunch. I think it is safe to say the impact of Twitter is way beyond lunch orders. And the Internet has moved beyond cat videos....
Find out what PR methods are tearing down our industry, and what fresh tactics can help us build mutually beneficial relationships with publishers.
The tide of influence hunting on the web is rising beyond public relations and social media to digital marketing at large. In particular, there’s growing attention being directed towards influencers as gateways to new audiences.
Influence as the ability for a person to inspire action amongst a community is a very powerful thing and therefore, increasingly appreciated by digital marketing and PR pros alike. An influencer program that identifies, qualifies, engages and maintains relationships with industry influencers can serve as a formidable “force multiplier” for everything from content amplification to product feedback to content co-creation. Beyond the “brandividual endorsement”, people with a strong center of influence can provide valuable context and credibility to a company seeking to connect with an audience of buyers. But in an age of information overload and the ability for anyone, anywhere to publish, finding those influential connections in your industry can prove to be a challenge.
Here are 9 of many tools that can be used for the initial task of finding influencers aligned with specific areas of subject matter expertise. Several go beyond discovery and also support filtering, managing, engaging, monitoring and reporting....
When was the last time you checked your Klout score? And more importantly, did you really care about it?
The answer to that question could help explain why, late last week, Klout gave itself a whole new business model. Now it won't just measure your score and offer dubious perks, it will also provide you with a stream of content you'll most likely to want to share, actively boosting your score. It went from playing the referee to playing the coach.
During a conversation with Mashable, Klout founder and CEO Joe Fernandez insisted that the new service change is "not a pivot" — rather, it is a response to the most common question he had been asked by users for five years: How can I boost my Klout score? "We always knew the Klout score was the foundation," Fernandez says. "We think of this as extending our value proposition."...
Traditional guest blogging campaigns start by finding websites on which they'd like to post. To build better links, I'd suggest turning that around, and focusing first on finding the right authors and influencers
...What I propose (and what I've been doing for some time now) is that we approach this from a different angle. Try starting with authors.Influential authors and bloggers have the ability to not only write great content, but they have access to channels that they can distribute the content through. Additionally, these authors will often have lots of existing relationships with big industry publications that can be taken advantage of, giving you a competitive advantage.
Considering this, it makes much more sense to be building relationships with authors instead of webmasters, especially when it comes to scaling high-quality link building....
In 2014 we can expect to see growth in influencer marketing including investment in identifying influencers and in the growth of outreach strategies to engage such influencers.According to InNetwork around $240m is spent in North America each year on influencer marketing. This is a figure we can expect to grow in 2014, partly because there is so little trust in advertising, but primarily because people trust people.
Surveys have consistently shown a low a level of trust in marketing such as advertisements, with some surveys finding up to 75% people do not believe advertisements. This is in marked contrast to recommendations from other people. The 2011 Neilson survey asked people what sources of information were most relevant to them when seeking information about products and services. The response was overwhelmingly recommendations from people. Over 90% of people felt that recommendations from friends were highly or somewhat relevant to them and 75% felt that consumer opinions posted online were were highly or somewhat relevant to them. This compared to ads on social networks being down at 36%....
LinkedIn is a rapidly growing platform and a goldmine of opportunity for businesses.In October this year LinkedIn had 259 million registered users and is on track for $1.5 billion revenue this year. So I don’t think LinkedIn has the same revenue issues that Twitter has!Are you and your employees taking advantage of what LinkedIn has to offer?In this article we’ve taken a look at some tools that will help you get more out of LinkedIn....
Influencers are influential. They have a significant following on their social channels and are so knowledgeable about a topic that people not only like to consume their content, but share it. Engaging an influencer and being promoted by them is a great way for your brand to increase visibility, grow a following, and rank in search. Sounds simple right? It’s actually something many brands struggle with.
There are over 500 million registered Twitter accounts, 300 million active monthly Google+ users, and 1.26 billion Facebook users. Add to that the 150 million people that are active on Instagram in any given month, the 70 million on Pinterest, and the 238 million members on LinkedIn and it’s no wonder finding influencers is a bit like playing “Where’s Waldo?”
But it doesn’t have to be. There are dozens, if not hundreds, of tools out there that can help find influential people in your industry in an easy, cost-effective manner. The problem becomes how to choose from all of those tools. Don’t worry; we’ve made that easier too. Here are three tools we love for finding influencers on Twitter, Google+ and LinkedIn...
PR professionals are negotiating a “delicate balance” between making the time for traditional media relations while boosting awareness and visibility for their brands and clients in the social sphere, according to an exclusive study conducted by MWW for PR News.
The survey, which took the pulse of 50 senior-level PR executives, was conducted online in August and September. It found that responsibilities, priorities and influence across media channels are all still undergoing tremendous change.
Finding the proper balance among myriad PR channels, of course, is a tough nut to crack for communicators. For example, the shift toward active engagement and content development on social platforms comes at a time when the commitment to traditional media relations has not waned, according to the study.Indeed, senior PR executives reported that they are spending more time on media relations while simultaneously trying to devote more resources to nontraditional activities driven by social media
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Seth Grimes goes into detail on how you can use promoted tweets to study competitive positioning and identify influencers around particular topics of interest.
The 4 ways to find online influencers, and the 8 things you can ask influencers to do for your brand. Includes slides and free Webinar recording, from Jay Baer.
A major goal for B2B companies is reaching decision-makers to keep their product top-of-mind and ultimately result in sales. However, given the proliferation of content and general noise in the B2B industry, it’s hard to keep track of who is actually influencing buying decisions.
Based on surveying more than 1,900 decision-makers, our Influence Index revealed the major influencers impacting business decision-makers and what they purchase.
...So the question is: once you’ve identified these top influencers, how do you make an impact? You need to ensure these influencers have the right information on your product when decision-makers are doing research/asking questions and then making their decisions. The key to being part of the conversation is a steady stream of relevant content....
Here are 7 great tips on how to discover social media influencers that will help increase profit for your business.
Influence is important in social media, and social media influencers are people who have a lot of this highly-prized influence. If you’ve got a large, relevant audience that listens to you, then you’ve got influence. How much of it you are considered to have depends on what action your followers and fans take as a result of what you say.
If you can build relationships with people who have influence over your target audience, you can generate sales on the back of this.But how do you assess influence and know who to approach?...
Did you know you can publish your articles on the LinkedIn publishing platform?
Do you want to build more authority in your niche?
LinkedIn is opening up its publishing platform to all 277 million+ members!
In this article, I’ll show you how high-quality content creators and bloggers can use LinkedIn’s publishing platform to build their influence....
Pop quiz: what famous celebrity do you associate with JELL-O pudding? I’m guessing you had no problems coming up with Bill Cosby, which isn’t surprising given the fact that his spokesperson relationship with JELL-O lasted nearly thirty years.
For some companies, it’s far more valuable to hire an affordable spokesperson with a track record of good ROI. Someone with a built-in community, social reach, and real world expertise in brand collaboration.
That’s where online publishers come in. It may seem far-fetched that a blogger has the potential to wield as much influence as, say, Bill Cosby — but the fact is, times have changed. When it comes to influencing purchasing decisions, celebrities simply don’t hold the sway they used to.
And bloggers — independent website publishers — are powerful influencers. Here’s a case study from an Altimeter Group research presentation that covers an enterprise technology company’s campaign...
...What our customers made us realize — through their expanded use of our platform and the practice it enables — is that influencer marketing is not a component of marketing alongside content marketing, market research and marketing automation. Instead it is the operating system for modern marketing.In an online social world dominated by self-organized communities of people, knowing who is most likely to impact your business and developing relationships with those impactful stakeholders is paramount, irrespectively of a specific craft or initiative (what you do with that information will very much vary based on your craft and initiative).
To the modern marketer, the world should be seen through the lens of these people contextually important to their brand, initiative or intent: becoming acutely aware of them and building strong ties to them is an essential ingredient of success...
Want a quick & easy way to connect with influential people on Twitter? This blog shows you 2 easy ways to find top influencers on Twitter.
So what exactly is this buzz about influence marketing? Imagine handpicking the most influential bloggers to work together in evangelizing your story. Ok, now take it one step further for it to really work: make sure that those influencers are actually true fans who LOVE and believe in your brand!
From a public relations perspective influence marketing is about targeting your brand evangelists or groups of your biggest fans versus a solo celebrity sponsor or the masses. Call it brand evangelists, loyalists, advocates or influencers, welcome to the next phase in social PR marketing as platforms like Triberr take blogger outreach and influence marketing to new levels...
Only 25 percent of journalists like to be contacted via social media, but 81 percent use it to find sources. Here's your guide to reporters' online habits and preferences.
There are a lot of articles out there about how to pitch journalists and build relationships with them.
And now that social media is so prevalent, many PR pros wonder how it fits into the formula.
An infographic from Cision has some answers. It illustrates how journalists in the U.S. use social media and view their relationships with PR pros.
For example, only 25 percent of journalists prefer to be contacted via social media. Thirty-three percent prefer the phone, and a whopping 82 percent prefer email.But journalists do use social media for their jobs. Here's how...
It’s my goal for everyone reading this post to never be called out publicly on Twitter for composing a horrible pitch. The following “short stories” are stories I’ve gathered from both PR pros and bloggers telling me about their experiences with blogger outreach gone bad.Read it. Take it in. These are examples of what not to do….
I can tell you that LinkedIn is indeed a very strong promotional tool that when used properly can be a great source of free marketing for your business.
Like anything else in life, getting the results you want takes some time and commitment, so don’t expect too much too quickly. Once you get a better understanding of how LinkedIn works, it will help expose your company to a whole new audience not available anywhere else.On that note here are 10 important tips to remember that will help generate more interest for your business on LinkedIn...
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Jay Baer offers influencer pitching tips.