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.”

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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.

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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!”

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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!