We all want earned media. Influencer marketing is the process of identifying, engaging, supporting and learning from the people who create the conversations that impact your brand, products or services. Focusing on influencers is the most effective path to getting the right people to talk about your company.

1. Getting the Right
People to Talk about
Your Company
@MarketingCampSV
Facilitated by Evy Wilkins
@mainwilk from @Traackr

2. Who am I?
• By day:VP Marketing @Traackr
• On the weekends: Amateur surfer
• All the time: Interested in how people
amplify what they are saying, doing, being,
creating.

3. What can we do in 45
minutes?
• 0 - 5: Intro + agenda
• 5 - 15: What are a few ways influencers can
impact our brands and products?
• 15 - 25: What is the hardest part about
getting people to talk about your company?
• 25 - 35: What have you tried that worked?
• 35 - 45: Share ideas with the group

4. First, what the heck is
an influencer?
It’s someone with:
Passion
+
Expertise
+
Audience

5. Is influence bad?
Nope.
because...

6. Influence is
AUTHENTIC and
CONTEXTUAL

7. Influence is authentic and contextual
Authentic:You have to
really care about the
people you want to
engage with you.

8. Influence is authentic and contextual
Contextual: Take a
moment to define the
conversation you want
to be a part of.
Hint. Technology bloggers is too broad. Same goes for
mommy bloggers, foodies, CTOs...

9. Why focus on
influencers?
A) You’ll get your messages out more effectively
B) You’ll go from one to many effectively
C) You’ll save time because by concentrating on
the right channels and people
D) You’ll make better decisions because you have
a pulse on the trends

10. ... so influencer
marketing is...
identifying, engaging, supporting and learning from the
people who create the conversations that impact your
brand, products or services.

11. How can influencers
help spread your
gospel?

12. How can influencers help spread your gospel?
Increase Awareness
27 blog posts = ~1,000,000 visits
Define a specific audience
Find influencers that fit the bill
Reach out to them with a compelling offer
Measure what they do with it

13. How can influencers help spread your gospel?
Create Credibility
Transition to publisher and deliver compelling content
Define who your influencers are
Study their content
What types of questions do they ask? What themes do
they focus on?
Develop content that supports that community and
engages them.

14. How can influencers help spread your gospel?
Help Anticipate or
Learn Faster
Spot prime moments to reach out to prospects
Who are your ideal customers?
Find them online by figuring out what they converse about
Listen to them and engage
Opportune moments to tell them about you WILL arise

15. How do you set
it in motion?
Start small: Something in your control
Pick a goal: Increase traffic to our blog
Define your influencers: Keywords --> People
Get creative: Interview series, influencer program?
Decide what success means: Traffic, new conversations

16. Now time to start
getting the right people
to talk about your
company.
Questions? Want to chat more?
@mainwilk or @Traackr
http://traackr.com/blog/