Full-Circle Influencer Marketing:!Going beyond the Tip of the Iceberg!

Photo: !Flickr CC user Arslan!

Jill Rowley!

Always be connecting.!(Watch Jill, she knows how to do it!)!

Here we go!!•  Pitfalls to avoid!

•  So you want to building advocacy.!

•  The next step: content and curation, working out loud!

•  The ultimate: gathering market intelligence through the eyes of others!

•  Let’s start at the end: the counter-clockwise virtuous circle!

Two things that don’t work well!1. Cold pitches with money!

2. Cold pitches without money!

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How to Rock Influencer Outreach

6 questions!1.  Is this person relevant?!

2.  Do they know who you are?!

3.  If no, do you have time to talk to them about what they are interested in? !

4.  If yes, can you talk intelligently about something other than yourself?!

5.  If they know who you are: have you talked to them recently or known them a long time?!

6.  Are you annoying? (Saying “you wrote once about X…”)!

Well done: Feedly!•  Weeks before launch, target

influencers didn’t know them!

•  They invested time engaging online!

•  RT, favoriting, replying, commenting well!

•  Then outreach wasn’t cold!

•  Outcome: Feedly for iPad covered in TechCrunch, GigaOm, Venturebeat and more!

Map, cross reference, activate !

Step 2. Content & Curation!

Digging deeper on what others have to offer!

“The networked organization knows that there’s always greater value in the market outside its own walls than inside.” –Dion Hinchcliffe!!

Well done: Iron Mountain!

Working out loud!Deepening key relationships by making a habit of contributing to conversations. – John Stepper, @johnstepper, Deutsche Bank!

•  Visible!

•  Connected!

•  Generous!

•  Curious!

•  Purposeful!

Step 3. Listening!

!

Well done: Orchestrate!Strategic listening informed!

•  Content creation & PR!

•  Targeted advertising!

•  Focus groups for strategic planning!

•  Partnerships and strategic direction!

It’s a virtuous circle. !Photo: Flickr CC user Arslan!

Photo: Eric Tung, BMC!

Thank you!

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