Embed Size (px)
Citation preview
How to Approach Influencers Using Social Media
11th August 2015
Shoreditch House
3
• Alison Battisby, Social Media Consultant and Founder of Avocado Social
• Seven years of experience working at the forefront of social media, having been on part of the team that launched Tesco’s first Facebook Page
• Working with global brands including BRITA and Costa, British SMEs and many startups
• Authentic reviews by people who hold authority
• These influencers generally have the power to affect other people’s purchase decisions, because of their knowledge or position.
• An influencer doesn’t necessarily have to be some sort of celebrity, journalist, or blogger. He or she can be an everyday person with the right connections and social pull.
• Your Proposition & Strategy
• The Research Phase
• The Approach
• Follow Up & Measurement
• What are you looking to achieve?
• What would success look like?
• What do you have to offer influencers?
• Is there a particular way you can present your product?
• How will you make them feel special?
• It’s a noisy market so be as generous as possible!
• Twitter search for keywords
• Know your audience and what blogs they read and who they follow
• Research magazines and newspapers
• Twitter search for keywords
• Know your audience and what blogs they read and who they follow
• Research magazines and newspapers
• Twitter search for keywords
• Know your audience and what blogs they read and who they follow
• Research magazines and newspapers
• Twitter search for keywords
• Know your audience and what blogs they read and who they follow
• Research magazines and newspapers
• Make Twitter Lists of potential targets so you can keep an eye on them
• Use Advanced Twitter search to check if they have spoken about similar products before
• Check out their blogs to see how they deal with advertisers
• Really understand the tone, content and frequency of the blogs
• Keep your eyes peeled for relevant opportunities
• First – check your own social media channels are up to date and look appealing
• Spend initial time watching their content in the research phase – RT, favourite, like them
• Research their email, and if you can’t find it – tweet them in a friendly way
• Use a personal email that is written from scratch for each pitch
• Keep it short and to the point
• Check spelling and grammar
• Don’t give everything away instantly, see if they are interested first
• Have assets ready – high-res photos, product descriptions, samples
• Really understand the tone, content and frequency of the blogs
• Be prepared to pay!
Influencer Outreach
1. If a blogger is paid to say something positive then it becomes an advertisement and they must disclose it. Bloggers can and should make it clear if their blog contains paid-for content by signposting it as 'ad', 'advertorial' or 'sponsored content'.
2. Bloggers must not falsely present themselves as consumers, i.e. giving a view that appears to be opinion but that is actually paid for.
3. Although the blogger would be named as part of any ASA investigation into misleading advertising, the buck stops with the advertiser. If a paid-for entry on a blog wasn’t disclosed the ASA would investigate and hold the advertiser accountable. E.g Mondelez 2014
4. The rules DO NOT prohibit PR companies sending free gifts or samplesto bloggers in the hope of receiving a positive review.
• Don’t just see this as a one-off activity, you are forging relationships for the future
• If you don’t get a reply – follow up in social media to remind them
• Use Google Analytics to measure impact
• Keep an eye on your social stats too
Avocado Social Training Workshop Thursday 3rd September:
• How to Create a Social Media Strategy• How to Create Ongoing Conversation and Engagement• Learn and Understand Social Media Glossary Terms• Proven Tactics in How to Manage Your Communities• An Introduction to Social Media Advertising• Social Media Measurement: Free and Premium Tools
9.30-4.30pm at Citizen M Hotel, £350 per person including lunch.
