Hands On: Identifying Influencers
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With the media in decline, the dynamics of influence have changed dramatically. Individual bloggers, Twitter members and Facebook fan page administrators can have significant influence over a market, particularly in the B2B realm. This presentation gives you hands-on advice on how to find influential people, engage their attention and cultivate them as lead generation sources. We go in-depth to look at alternative search techniques using tags, social bookmarking sites, blogrolls and user-generated content communities. We also cover steps for reaching out and building long-lasting relationships with these new influencers.
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Hands On: Identifying Influencers
- 1. Identifying and Engaging Online Influencers Paul Gillin, Author The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer
- 2. New Influencers are Passionate – Both Pro and Con Source: Sean Moffitt, BuzzCanuck Desire to Influence Others Brand Engagement Passive Active Reject Favor Traditional Influencers Authoritative 3 rd parties, community leaders, press, gov’t. Haters Lovers Critics Enthusiasts Skeptics Mainstream Dismissers Followers
- 3. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
- 5. Hands-on example For an energy management ISV, we want to identify influencers who specialize in building environmentals.
- 6. Start With A Google Blog Search Tip: Use advanced search!
- 7. Look for authority and fans This one looks promising
- 8. Open and Examine Results Signs to look for Old entries Low interaction Spam blogs Possible competitor?
- 9. Technorati Rates Blogs Authority ratings show activity, inbound links
- 10. Profiles show interests and followers Fans share passion Tag cloud shows interests
- 11. Signs of Life Multiple social outlets Active comments Advertising Dedicated domain
- 12. Use Website Grader and Compete.com
- 13. Who’s Following? Facebook Twitter Inbound links
- 14. Mining a blog Blogroll leads to relevant sites Who do they link to?
- 15. Other Venues 3,000 “fans” 9,000 “fans” 3,800 members 1,700 members
- 16. Other Venues
- 18. Little-Known Listening Gems Social bookmarking sites Social Media Search Website Evaluators
- 21. How to Engage Dear <blogger name>: I'm a big fan of your site, <blog title>, and think you provide a tremendous value to the construction trade. I would like you to know about a new site we have just launched... Wrong Right Dear Susie: GreenBuildingElements.com is a must-read for us here at Energy Efficient Solutions. We particularly like your focus on designing homes with sustainability in mind. I have personally recommended your Green Building 101 Series to several of my colleagues as examples of how the process of building green homes can be fundamentally rethought. As you wrote recently, "It all starts with the foundation. So let’s start from the beginning."
- 26. Thank You! Paul Gillin 508-656-0734 [email_address] Site: gillin.com Blog: paulgillin.com Twitter: pgillin
Notas do Editor
- By committing to the program for one year, the Insiders agreed to: Participate in Intel-focused events throughout the year for education purposes Provide feedback on Intel’s social media activities so that Intel could develop best practices In return, the Insiders would receive special “inside” access to Intel embargoed news, executive dialogues, exclusive events and visibility on Intel social web properties. We continuously engaged them with the brand by publicly disclosing that we were seeding them the latest Intel-powered devices on the market, consulting them for advice and feedback prior to most major online community engagements, and integrating them into Intel campaigns.