Test engagement best practices and use influencer outreach tactics that work often.

1. Test engagement best practices
and use influencer outreach
tactics that work often.
Learning objective for Module 4, Lesson 2

2. “Schmooze optimization” is a process
• “Schmooze optimization” is
the process of making casual
conversation with 3 types of
influential individuals:
• Journalists and bloggers, who
embed video in their stories.
• YouTubers, who engage with
videos and subscribe to
channels.
• Influencers, who share video
with their social networks.
Source: Greg Jarboe, Tubular Insights, “Schmooze Optimization: What it is and Why it Expands Views and Engagement on YouTube,” Aug. 20, 2012

3. “Do you have any video?”
• CNN, MSNBC, Yahoo News,
The Huffington Post, and
Boing Boing all asked me, “Do
you have any video?”
• With a YouTube video, we got
over 450,000 unique visitors in
the first 24 hours, 7 times
CSMonitor.com’s daily average.
• And “The Jill Carroll Story” got
over 1 million page views, 8.2
times the site’s daily average.
Source: Greg Jarboe, Chapter 6: Video Marketing, “Strategic Digital Marketing,” Oct. 9, 2013 :

4. “Best PR pitch so far this year”
• Orabrush created an unlisted
video and emailed a link to
Rob Beschizza of Boing Boing.
• He wrote a funny item about
alternative uses for the classic
tongue-scraper, which included:
“muffin tenderizer; cat de-
dandruffer; scoring paddle for
kinky lawn bowlers.”
• He concluded, “Also, best PR
pitch so far this year.”
Source: Greg Jarboe, VidSummit, “Schmooze Optimization: How it Increases Views, Improves Engagement, and Boosts Earnings,” Oct. 20, 2016

5. The optimized schmoozing of “Johnny X”
• Give bloggers strategic
insights, critical data, tactical
advice, and the latest trends.
• When Will Keenan worked at
Maker Studios, he bought me
dinner, smuggled me the new
YouTube Creator Playbook, and
– under embargo – shared his
initial plans to launch PoliPop,
YouTube’s first entertainment
and politics network.
Source: Greg Jarboe, Tubular Insights, “Schmooze Optimization: What it is and Why it Expands Views and Engagement on YouTube,” Aug. 20, 2012

6. “It is going to be kinda big”
• Jeffrey Harmon sent an email:
• “We just made a new ad
campaign public with a unicorn
pooping rainbow ice cream. It is
going to be kinda big and I
wanted to let you see it.”
• Video got 66 million views and
1 million shares in 4 months.
• It also boosted online sales for
Squatty Potty by 600% and
retail sales by 400%.
Source Squatty Potty, “This Unicorn Changed the Way I Poop - #SquattyPotty,” Oct. 6, 2015

7. New way to use boosted posts on Facebook
• BlitzMetrics boosted 2 posts
on the Golden State Warriors
Facebook page to a Custom
Audience of more than 1,000
sports journalists, bloggers,
and influencers.
• One boosted post cost only
$366 and generated $25,000 in
ticket sales, and the other cost
only $277 and generated
$24,000 in ticket sales.

8. Engaging influential bloggers for Parents
• In 2008, my agency engaged
influential mom bloggers for
Parents magazine’s annual
baby photo contest.
• Despite starting late, we were
wildly successful, securing
more than 85,000 entrants.
• In 2009 Parents wanted us to
top our previous results for its
next baby photo contest.
Source: Commendation of Excellence in the Influencer Relations Category to SEO-PR from the Society for New Communications Research

9. We shared photography tips a second time
Source: Parents Magazine Offers Photography Tips to Moms and Dads Entering Pictures of Children in Cutest Baby Photo Contest, April 29, 2009

10. We also thanked 7 influential mom blogs
Source: Parents Magazine Thanks Mom Blogs for Encouraging Moms and Dads to Enter Pictures of Kids in Cutest Baby Photo Contest, May 21, 2009

11. Parents got 129,155 potential subscribers
• 76 “mom bloggers” and
“family bloggers” posted
stories with links to the cover
contest on Parents.com.
• Parents.com got 129,155
entrants to their 2009 contest,
surpassing the previous year’s
mark by nearly 50%.
• Parents magazine got 129,155
email addresses of people who
were potential subscribers.
Source: Commendation of Excellence in the Influencer Relations Category to SEO-PR from the Society for New Communications Research

12. Quiz: Test engagement best practices and use
influencer outreach tactics that work often.