Gini Dietrich

Influencer Relations: Tips to Extend Your Current Campaigns

By: Gini Dietrich | January 22, 2015 | 

Influencer RelationsBy Gini Dietrich

Last week we hosted a very successful webinar with Andy Crestodina.

Billed as how social media affects search, I came away from it with much, much more.

It really was a lesson in how to do influencer relations in new and interesting ways.

He provided tools we all likely use, but gave ideas for using them differently.

To hold myself accountable and to give you an already established to-do list, following are the things I am going to do to increase our domain authority, build our SEO, and gain new subscribers through influencer relations.

Influencers on Social Media

To continue the theme I started on Tuesday with how to gain more traction for our PR metrics posts, I’ll use that as the example here.

First, open Followerwonk. If you are a moz customer, you can link it to your account. If not, you can sign in with Twitter.

If you don’t have either of those things, I think you’re out of luck. It’s worth signing up for Twitter just to be able to log in to Followerwonk.

Click on the “search bios” tab in the navigation and enter your search term—in this case, “PR metrics.”

Screen Shot 2015-01-22 at 6.18.09 AM

There are 14 influencers who talk about PR metrics on the social networks. I can quickly scan the bios to see who might be a good fit for us.

Then, using that information and comparing it to the person’s social authority, I choose three or four influencers.

In this case, it would include Forth MetricsTammy Smitham, and Cherreka Montgomery.

Now, when I tweet my PR metrics post, I cc the three of them with a note that says it might be something they enjoy.

Influencers Who Blog

Now I want to follow the same process—using Inkybee—to find the most relevant bloggers for my PR metrics campaign.

Sign into Inkybee with one of your social networks, fill out your name and email address, click the registration link that comes in your email, answer a few relevant questions and you’re ready to go.

Enter your search term and see what goodies await.

Screen Shot 2015-01-22 at 6.26.20 AM

I actually get many more results here than I did in Followerwonk. It also gives me the blogger’s visibility and engagement scores.

Now there is a list from which you can start to do some influencer relations.

You may already have relationships with some of the bloggers. Start there. In this case, I would start with Danny and SHIFT.

Then offer to write a guest post for them on the topic (and make sure you link to the blog post you have on your own site and use the words “PR metrics” when you link to it).

Become an Influencer

Now, let’s say you want to be known for the topic you are working on (I didn’t come up in the searches for PR metrics so this is something to consider).

Andy suggests adding keywords to your social media profiles. That said, he also says, “Don’t add hashtags. When people click them, it takes them away from your profile.”

In this case, I would add “PR metrics,” “PESO model,” “communications nerd,” or others like that.

(I’m kind of fond of “Avid cyclist. A foodie. Loves shoes & wine.” that I already have in there so I don’t know how willing I am to change.)

Influencer Relations Lists

Now, using the social networks where you already participate, create lists to help you with influencer relations.

  • On Twitter, create a list of bloggers and journalists you want to collaborate with this year. This will make it easy to follow them, share their work, and start conversations (which lead to relationships).
  • In a document, create a list of books and podcasts you want to review. Every author and podcaster needs reviews and ratings to gain more traction. Every one of them will be appreciative of the work you do there…and likely will be willing to do something for you in return.
  • On LinkedIn, create tags—such as “influencer,” “blogger,” “journalist,” or “super cool kid” so you can easily follow what they post.
  • On Feedly, create a list of bloggers to watch. Then, any time they publish new content, it shows up in your list and makes it super easy for you to share.

Quid Pro Quo

The thing about social media is it is very much “you scratch my back and I’ll scratch yours.”

Influencer relations is no different.

There are two interesting ways for you to scratch the backs of the influencers who can help you in return.

  1. Expert Roundup. Andy and his team do “6 Questions for 6 Experts.” Heidi Cohen is the master at this, sometimes including up to 100 influencers. And, of course, we do this with the Spin Sucks Inquisition every Friday. I have included this in my list to consider because I might start a new monthly series similar to what Andy does.
  2. Topsy. The last tool to use is Topsy. You want to see where your content performs and thank those people. You can either search for your blog (like I did in the image below) or you can search a particular post. Now go into Google+ or Twitter and thank those people by sharing the link to your post again and saying something along the lines of, “Thanks to @biggreenpen, @keepupweb, @danpurvis for the content share!”

Screen Shot 2015-01-22 at 6.46.34 AM

It’s Not Brain Surgery

These ideas certainly aren’t brain surgery, but they do give you lots of starting places for influencer relations.

Now I leave it to you. What tools do you use in influencer relations that you can share?

P.S. If you missed Andy’s webinar, you can now get it on demand. I highly recommend it.

image credit: Gaping Void

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • Just added this to my “To Do” list for this afternoon. I clipped it to my influencer relations folder in Evernote. It’s not exactly a tool for the above but it’s a good one. Thank you for all your hard work, Gini, and for being so gracious and sharing it in such detail.

  • jolynndeal Evernote is a great tool so recommend away!

  • You stole my blog post idea. Harrumph.

  • belllindsay OH NO! Did I really?

  • ginidietrich No biggie. I’ll start over. 🙂

  • belllindsay ginidietrich starting over is a small price to pay to avoid being fired again…

  • Excellent post. Do not underestimate Twitter lists. I am curious if any of the two services gives you the ability to gauge networks of people. Only 12% of Taylor Swift’s 50 million followers are real AND active per StatusPeople. So reality Taylor can only influence 6 million. Nice but I bet other celebs have more reach but less gross number of followers. Would be great to have that as a filter.

  • BobtheHouse1303

    I was just looking for this information, great timing!

  • So what post are you going to write for me? 🙂
    You know how I feel about influence marketing, and solid data to base it on – nice to see the breakdown and various options you offer here, miss.
    One thing – I usually ignore tweets that CC me when they tell me “You might enjoy this” (unless I have a previous connection to the person). What’s your take on that, and the idea it can come across as spammy?

  • Danny Brown I said the same thing! And this was Andy’s response, “For people who have big names and have lots of things coming at them all the time, it’s probably pretty spammy. For people like me, I see it as very helpful.” It’s about knowing your audience.

  • BobtheHouse1303 You’re welcome! And check back here at noon.

  • Howie Goldfarb Only six million.

  • ginidietrich Hmm, I don’t buy that. Spam is spam, regardless of “names”. Unwanted promotion and targeting is exactly what many people are complaining about when it comes to how social has been ruined (though I have my own thoughts on how it’s the consumer, not the marketer, that ruined social).

  • I was a sad panda that I messed up the chain of events when I registered for this.. by the time I got there, all the seats were taken 🙁 Queueing up the playback now and checking out the links above!!

  • I was also locked out of the Andy’s webinar because I signed in too late, but look forward to catching up with it later.
    It’s good to know there are some really precise tools for figuring out influence. When I’ve done this in the past, I’ve just sort of ad-hoc’d it through The Google. What I found interesting is that if you rely on on a lot of those big roundup lists — like The 100 Most Influential PR Blogs, for instance — you’ll find the information is really dated. Someone who essentially abandoned their blog two years ago is still on there, etc.

  • This might be the final shove I need to create that Twitter list I’ve had on my to do list for oh, approximately FOREVER. Loved the webinar, and not just because I’m an Andyphile.

  • rosemaryoneill It was a good one, wasn’t it?

  • TaraFriedlundGeissinger

    I’m pretty sure I know what I’ll be doing this weekend now! 😉

  • Danny Brown ginidietrich I don’t feel social is ruined for people. I think it is better. But a lot worse for brands. There was a time brands could get exposure on social media without traditional media helping out. You just landed in the feed in order. And they all ran giveaway promos starting out. Thanks for the follow. And follower/fans were viewed like commerce.

    What is the lifetime value of the 83% of Taylor Swift’s 50 mil followers on twitter who are inactive now on the network?

    That said all the chaos on the new frontier of people being exploited without their knowledge only to lead to outrage upon exposure are long gone. People want privacy but know screenshots get taken people download media etc If you don’t want your kid on a billboard in Uzbekistan after Facebook sold it for a profit…don’t share pics of your kids! At least we have kind of gotten through a lot of the early ethical questions (many unresolved but exposed).

    We now know not to trust any posts from celebs or VIPs who might be getting paid to promote as valid. The FTC ruled on transparency,
    And that got us to where social always really existed as. Customer Service/Informational. Niche Brand Advocacy (finding the rabid 0.05% of your only brand advocates). and paid advertising . And that is a good thing.

  • ginidietrich Howie Goldfarb yes and when she tweets she reaches about 50,000 and gets 300 retweets. Then Entertainment Tonight decides the tweet is important and shows it to 1,000,000 more. I think playing craps has better odds on your investment to succeed.

  • TaraFriedlundGeissinger I am a slave driver!

  • rosemaryoneill Are you going to SMMW again this year?

  • RobBiesenbach So many of us do it ad-hoc. Maybe you can do that once you gain some experience?

  • KristenDaukas Definitely watch the recording. You won’t be disappointed.

  • Danny Brown I should invite crestodina to this conversation.

  • RobBiesenbach P.S. Did you get a copy of the recording?

  • ginidietrich rosemaryoneill Sadly no, I had a conflict. I’m contemplating going to CMWorld though (should I?)…

  • rosemaryoneill YES! I’m speaking there, too. And, actually, it’s in my top three list of best conferences. It’s big enough to get really great content, but small enough that you can still hang out in the hallway and see your friends.

  • ginidietrich Yes I did! Plan to listen at my leisure. And call belllindsay throughout with my questions as if it’s live.

  • ginidietrich True, but these tools make it so much faster (and more reliable) than looking up a site’s domain authority, checking for comments, shares and other social proof.

  • RobBiesenbach VERY true

  • RobBiesenbach belllindsay Brilliant!

  • ginidietrich rosemaryoneill Ooh that’s good to know. Might be Cleveland in September for me 🙂

  • Thanks, FollowerWonk offered me some insight into who my client should be following and those with influence who are currently following my client.

  • TonyBennett

    I needed this today, Gini, now I know how to go from self proclaimed unlisted influencer to an officially listed instafamous influencer. I probably won’t need to do any searches because I just ask you all my tough questions. I know you’ll be billing me soon, don’t worry.

  • Hey Gini, thanks for giving Inkybee a shout-out. As 1 or 2 of the other comments acknowledge, part of its value is in always being right up-to-date unlike so many of the old-school blog directories. There’s also a cool way of using it in conjunction with Followerwonk. But how on earth did Danny Brown get into that search result that you are showing?!

  • I was reading along very into this post and trying all the suggestions when boom, there I was! 🙂

  • Oh so helpful when you make it as easy as 1-2-3 for those of us who may have digital challenges either in counting our own digits or using the digital tools with purposeful efficiency. 

    I was remiss in not getting back earlier to thank you and crestodina for the fabulous webinar on social and search. It is the only webinar that when I had to leave just prior to the ending, I returned on demand to complete. Yes, it was that good.

  • rosemaryoneill I have so many lists on Twitter, I need to make lists for my lists as well as a to-do list to remind me to make the lists 😉

  • RobBiesenbach I’ve been with you Rob on the ad-hoc’d strategy. This post is like visiting the therapist and realizing that you have to change your behavior and learn the methods (tools) for a more productive and happier social media life. Thank heavens ginidietrich doesn’t charge for these sessions, I would never get up off the couch.

  • jogosdofriv42
  • ginidietrich

    TheInkybee You’re welcome!

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  • Millabrain

    for taking the time to discuss this, I feel about it and love learning more
    on this topic. If possible, as you gain expertise, would you mind updating
    your blog with more information? It is extremely helpful for me.