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Free Biznology Do-It-Yourself Influencer Marketing Webinar with Chis Abraham on Mar 22, 2016 at 11:30 AM EDT. You built it, where are they? Unless you’re a celebrity, influencers won't come to your open mic night unless you’ve already won them over. Learn to get the attention of potential natural allies and fans, connect with them, and appeal to their interests and passions to benefit your brand in a million ways, often for free. You built it, where are they? Unless you’re a celebrity, influencers won't come to your open mic night unless you’ve already won them over. Learn to get the attention of potential natural allies and fans, connect with them, and appeal to their interests and passions to benefit your brand in a million ways, often for free. You’ve registered your profiles, set up an editorial calendar for a year, and spent months on social media, and NOTHING. Chris Abraham will show you simple actionable steps to invite everyone to the party you’ve been throwing for months to an empty room. You'll get tools for your own influencer outreach campaign for as little as a bit more time than you’re already currently wasting on content marketing. Content marketing is expensive in time and cash. You’ve got some serious dosh from your CMO to fuel your social media marketing, including money for content development and even a skilled community manager; but you can’t seem to move the chains. It doesn’t just happen—it requires getting off your duff and saying hello to your natural allies, future fans, serious prospects, and future clients and not just waiting for the stars to align. In this 30-minute Biznology webinar, we’ll cover online influencer marketing, from research to prospecting, outreach to engagement, incentives to activation. We’ll cover A-list and long-tail outreach, bloggers, journalists, and social media influencers across different platforms, and discuss what does and doesn’t work in earned media and how to pay-to-play if you’re not getting results. Special presentation sponsored by BarnRaisers, GaggleAMP, and Gerris Corp Chris Abraham, digital strategist and technologist, is a leading expert in digital: search engine optimization (SEO), online relationship management (ORM), Internet privacy, and online public relations with a focus on blogger outreach, blogger engagement, and Internet crisis response. Chris is founder and principal consultant of Gerris Corp, an agency devoted to online brand promotion and protection through influencer outreach and engagement.

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DIY Influencer Marketing Webinar Slides for Biznology


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    1. Thanks for joining! Do-It-Yourself Influencer Marketing Chris Abraham March 22, 2016 @biznology www.biznology.com We’ll be starting soon! © 2016 Mike Moran Group LLC

    2. Your moderator for today: Mike Moran  Former Distinguished Engineer  A senior strategist at  A senior strategist at  Senior Strategist at  Author of three books on Internet marketing  Founder of @MikeMoran mike@mikemoran.com 973-826-0744 #biznowebinar @biznology | www.biznology.com 2 © 2016 Mike Moran Group LLC

    3. Thanks to our sponsors Do-It-Yourself Influencer Marketing Chris Abraham #biznowebinar @biznology | www.biznology.com 3 © 2016 Mike Moran Group LLC

    4. Click the orange arrow #biznowebinar @biznology | www.biznology.com 4 © 2016 Mike Moran Group LLC

    5. Your speaker for today: Chris Abraham  Digital strategist and technologist at  Avid blogger/contributor at: @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 5 © 2016 Mike Moran Group LLC

    6. What Influencer Marketing Is  Influencer marketing is “a form of marketing in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole.” – Wikipedia  Anyone and everyone who has a platform, a voice, and a network can be reached out to, engaged with, and marketed to.  Online, influencer marketing encompasses bloggers, journalists, reporters, celebrities, musicians, internet celebrities, forum owners, high post-count message boarders, folks on Twitter, Facebook, Pinterest, Vine, Periscope, LinkedIn, SnapChat, YouTubers, Tumblrs, Mediums, MailChimps, Listservers, etc.  New essential “proof of life” signal to Google’s “new” algorithm @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 6 © 2016 Mike Moran Group LLC

    7. What Influencer Marketing Isn’t  Influencer marketing isn’t marketing: it’s public relations/publicity and responds best to respect and appreciation  Influencers are not your employees: they’re under no obligation to do anything for you at all – even if they make a promise to you – so remind, but don’t nag or threaten  Influencers are not reporters: you can’t just assign a blogger a story like an editor does a reporter and expect a Pulitzer  Influencer marketing is not “fire and forget:” it requires quite a lot of follow through, time, and attention and becomes more effective over time as relationships deepen and mature @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 7 © 2016 Mike Moran Group LLC

    8. Influencer Marketing is Platform Agnostic  I have been doing influencer marketing in one form or another since 2003 when I joined New Media Strategies  Limiting yourself to one platform, chasing the latest and greatest, or ignoring last year’s platform is an influencer marketing blind spot From message boards to blogs; from Friendster to MySpace; from Facebook to Twitter; from Google+ to Pinterest; from Tumblr to Medium, from Vine to Periscope; from YouTube to Instagram; from SnapChat to Reddit; from LinkedIn to Flickr; from FourSquare to Swarm; from Kik to Yik Yak; from SoundCloud to WhatsApp ...   It’s not about you or the platform, it’s about the influencer @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 8 © 2016 Mike Moran Group LLC

    9. Types of Influencer Marketing Campaigns  Tweeters: both powerful and ephemeral. Google notices the links  G+ & Facebookers: personal profiles vs brand pages. Google notices the links  LinkedInners: direct marketing versus engaging as influencers  Instagrammers: powerful branding potential but zero link-love  YouTubers: celebrity is real here, but it’s also a real community  Viners & Periscopers: powerful branding but limited potential with Google  Boarders: forums influence bloggers who influence the news – reddit dominates  Bloggers: most share their posts to multiple social media sites @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 9 © 2016 Mike Moran Group LLC

    10. Online Influencer Discovery & Cultivation 1. Start with Google 2. Keywords and #Hashtags 3. Followers of Influencers 4. Who Influencers Follow 5. Social Media Mentions 6. Influencer Discovery Tools  InkyBee, GroupHigh, SM2, Little Bird, Audienti, etc. … @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 10 © 2016 Mike Moran Group LLC

    11. Online Influencer Discovery & Engagement Tools @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 11 © 2016 Mike Moran Group LLC

    12. Google Search  Google’s an excellent tool for meta-search  Search for “top topic blog,” “best topic blog,” “best topic blogger,” “top ten topic blogs,” etc.  When I use this method:  For cursory research into the space OR  Cutting and pasting, spawning tab after tap, pasting URLs and names into text documents, often using Google to expand on lists on GroupHigh, InkyBee, etc. @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 12 © 2016 Mike Moran Group LLC

    13. Audienti  Audienti is a combination of SEO, influencer outreach, social media marketing and response, and innovative marketing automation tools to allow Influencer Marketing to be 80%-90% automated via Twitter and email, making sure that by the time human attention is required, the conversion is almost won.  Users input target URLs, competitor URLs, and some keywords  Data powered by SEMRush, ahrefs, and MOZ  Very interesting tool @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 13 © 2016 Mike Moran Group LLC

    14. GroupHigh  GroupHigh is a complete blogger CRM and engagement solution  GroupHigh scrapes the blogosphere, collecting some emails, and also associating each blog with its respective social media platforms  You can do all engagement and emails from the dashboard as well as keeping track of workflow, unique email addresses and notes, etc. @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 14 © 2016 Mike Moran Group LLC

    15. InkyBee  InkyBee facilitates blogger outreach campaigns through persistent research, discovery, tracking, and accountability  Easily import and export lists based on Klout, MOZ, Kred, etc.  Use InkyBee as an essential discovery and reporting tool for campaigns @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 15 © 2016 Mike Moran Group LLC

    16. SDL SM2  Generally used as a listening platform, I use it for research  Historical keyword searches allow me to discover influencers who are blogging topically but not blogging on a topic blog  SM2 allows to me discover top influencers outside of the spotlight  Too many agencies are pitching to too few influencers and SM2 helps me expand the next little bit. @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 16 © 2016 Mike Moran Group LLC

    17. Pursue the People Behind their Tech and Rep  Social media and the Internet have commoditized relationships 50.8k followers, 5k friends, 25 A-listers, 250 D-listers, 2,500 Z-listers   Your Influencer lists shouldn’t be precious, they should be well- exercised Best friends happen when you spend meaningful time together  Even if your relationship is 100% virtual, it can still become meaningful   Influencer outreach should be win-win-win  An influencer can make a brand but a brand can make a blog, too @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 17 © 2016 Mike Moran Group LLC

    18. Become a Fan and Even a Friend (Drop the Veil)  If you’re only doing influencer outreach because your have to or because it was an order from your boss, adjust your attitude or find someone else who loves, loves, loves it!  Even if you’re not in love with the influencers themselves, you really should not only be impressed with how they use the Internet and social media, but you should learn to respect the true influence they brandish and the fame they posses  Contempt and eye-rolling can easily be sensed even across the Internet wires @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 18 © 2016 Mike Moran Group LLC

    19. The Pitch, Messaging, and the Media  Stop selling and start informing  Don’t pitch like a used car salesman  Keep the message simple I like to use plain text  I never include inline images or attached documents   Don’t stop at one – you need to persist through the noise. I avoid any design at all   Keep title simple and clear  Reach out three times per campaign @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 19 © 2016 Mike Moran Group LLC

    20. Premasticate the Message Like a Mommy Bird  Even if you follow all my advice and become fast fans and friends, you need to work hard to make blogging and tweeting as simple and as easy as humanly possible to share your brand message in high fidelity across social media channels.  I use Social Media News Releases/pre- written landing pages, pre-linked and easy to tweet and retweet, including images, assets, language, working, etc. @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 20 © 2016 Mike Moran Group LLC

    21. Give the Gift They Want the Way They Want It  Don’t drop-ship a book if they want a copy for their Amazon Kindle Lots of people receive books, too few actually read and then review them – give readers what they ask for   Launching an app: offer it for free for life At the very least, make it free for a year instead of just a month – I mean, it’s an app, you can make infinite copies, right? Otherwise, you are being “penny-wise and pound-foolish.”   Promoting shoes? Offer them to both the influencer and his or her friends. You’re spending $50k/month on AdWords and you can drop- ship a couple-hundred pairs of your shoes to people who are promoting you, your brand, your products for free (where free isn’t really free)  @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 21 © 2016 Mike Moran Group LLC

    22. Thank You! Let’s Connect!  chrisabraham.com  twitter.com/chrisabraham  facebook.com/chrisabraham  google.com/+chrisabraham  youtube.com/chrisabraham  slideshare.net/chrisabraham  New blog: www.rnnr.us @chrisabraham chris@gerriscorp.com 202-352-5051 #biznowebinar @biznology | www.biznology.com 22 © 2016 Mike Moran Group LLC

    23. Need more help for your website search? Try out the first unit free! #biznowebinar @biznology | www.biznology.com 23 © 2016 Mike Moran Group LLC

    24. Don’t forget our sponsors Don’t stop now! April 26, 2016 11:00 to 11:30 ET Robert Weiss Debunking Myths around Sales Videos for Business Sign up now at http://bit.ly/debunkvideo #biznowebinar 24 @biznology | www.biznology.com © 2015 Mike Moran Group LLC