Download - Influencer Relations: Building and Nurturing Relationships

Building Relationships with Influencers

Heather Whaling [email protected]

prtini.com • @prTini

a fresh approach to networking:

(a virtual workshop)

#MMIWorkshop

Opportunity #1: Better connections, relationships

PR: Still a relationship-driven business

Who are these people?

•  Bloggers •  Facebook admins •  “Tweeters” •  Brand advocates •  Media •  Referral sources •  Current & potential customers

#MMIWorkshop • @prTini

Audience vs Advocacy Awareness vs Action

“We overrate audience and underrate advocacy.” – @jaybaer


5 Ways to Initiate & Nurture Relationships

Social “Stalking” (and I mean that in the nicest possible way)

Twitter lists: •  Customers/clients •  Online influencers •  Media/bloggers •  Analysts List tips: •  Build multiple lists (public or private) •  Keep them manageable •  Find/identify interaction opportunities •  Differentiate between strategic & conversational posts

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Newsle Lists* •  Referral sources •  Prospects •  Clients/customers (main contacts & decision makers) •  Media and influencers you’ve previously worked with •  Media and influencers you want to work with •  Industry-specific gatekeepers •  Industry-specific thought-leaders •  Role models and people in inspire/motivate you •  People “in your corner”

*Note: Many of these ideas work for brands and individuals

More Social “Stalking”

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Make the First Move

*Shamelessly stealing this phrase from @PRSarahEvans

#WorkHacks:* Feedly (app)

BufferApp.com Newsle.com

Ifttt.com

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Online Connections Offline Relationships •  Handwritten notes •  Apps that send cards •  Skype, G+ Hangouts, or even telephone! •  In-person meet-ups

Back to Basics 4


Incentivize Behaviors, Drive Repetition 5


Meet Dave, @MVNUSID


case study Outback Uses Surprise & Delight to Celebrate @MVNUSID’s Birthday



Surprise: •  $45 gift certificate for Dave •  Outback backpack •  40 individually wrapped presents

for Dave to distribute Amplification: •  39 videos •  Jack Hanna on local TV •  Debbie Gibson on YouTube


“Customers crave truly authentic relationships. Customers who are empowered will take action on behalf of the brand.” – @Outback


Influencer outreach isn’t media relations

Most bloggers: •  Aren’t breaking news •  Answer to communities, not editors •  Haven’t graduated from journalism school •  Don’t want your press releases


Bad Influencer Relations

Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)

Good Blogger Relations

Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)

5 Cs of Influencer/Blogger Relations •  Cultivate relationships. •  Collaborate to develop mutually beneficial

relationships. •  Without solid content, you won’t secure coverage. •  Influencers answer to their community, not an

editor. •  What’s the ask? Communicate clearly and

succinctly so they can evaluate the opportunity.


“You have to earn the right to sell something in the same way you earn the right to ask a favor.” – Renegades Write the Rules, @AmyJoMartin


Disrupt the status quo. Build awareness.

Acquire customers. Excel in the social world.

Increase sales. Innovate best practices.

Heather Whaling • @prTini [email protected]

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