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MASTERCLASS WORKBOOK
Michelle Stinson Ross | Director of Marketing Operations, Apogee Results
INFLUENCER MARKETING: CULTIVATING A
POWERFUL NETWORK FOR LINK BUILDING,
SOCIAL MEDIA EVANGELISM, AND PR
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TABLE OF CONTENTS
Introduction
Exercise 1 – Influencer Audit
Backlinks
Press Mentions
Social Mentions
Web Mentions
Referral Traffic
Exercise 2 - Linkbuilding
Identify Potential Linkbuilding Opportunites
Qualify Potential Linkbuilding Opportunities
Prioritize Linkbuilding Resources
Linkbuilding Outreach
Exercise 3 – Social Media Ambassadors
Identify Potential Social Media Ambassadors
Qualify Social Media Ambassadors
Prioritize Social Media Resources
Organic Social Media Influencer Outreach
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TABLE OF CONTENTS
Exercise 4 – Press and Media Relations
Identify Relevant Press and Media Outlets
Press Resources
Paid PR Outreach
Tools
Linkbuilding
Social Media
PR
About Michelle Stinson Ross
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INTRODUCTION
uilding and maintaining an influencer network for your brand or organization can seem like a 24/7 job for an Bentire army of people. Digital influence can cross disciplines like Social Media, SEO, Content Marketing and
traditional Press Relations. Comprehensive Influencer Marketing can also include tasks like link building,
organic social media outreach, traditional journalist relationships and paid placement of various assets.
Whether your team is big or small, B2B or B2C, join this day long workshop to learn advanced strategies and
tactics that focus effort to fit your team, budget, and goals.
This workbook will help you::
Ÿ Influencer Audit: Learn how to quickly and quantifiably evaluate existing backlinks, web and press mentions,
social mentions, and referral traffic for business value and growth opportunity.
Ÿ Identify and Qualify: Learn to identify potential influencers for link building, social media, and news media
and how to sort, qualify, and prioritize each for outreach.
Ÿ Influencer Resources: Learn how and when to either pivot existing content and resources or create brand
new resources for influencers across various disciplines. This section will include evaluating when to get
involved in paid influencer engagements.
Ÿ Outreach: Learn how to work with Email, Social and Paid Placements to develop and cultivate long term
influencer/press relationships.
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INTRODUCTION
You will need to access a few online tools in order to complete the workbook exercises, particularly the audit
section.
Ÿ Training examples are demonstrated with ahrefs.com, semrush.com, and brand24.com.
Ÿ For backlinks you can use ahrefs.com, semrush.com, or majestic.com if you/your company already have an
account.
Ÿ For Social Media, Web, and Press mentions you can use brand24.com, mention.com, cision or meltwater if
you/your company already have an account.
Ÿ Free versions of semrush.com and brand24.com are available with sign up. We recommend that you take a
moment to set up your access before arriving for the workshop.
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EXERCISE 1 | INFLUENCER AUDIT
BACKLINKS
Total Reported Backlinks: ____________________________________________________________________
Backlinks Added:
Last 30 Days ______________________________________________________________________________
Last Quarter ______________________________________________________________________________
Last Year _________________________________________________________________________________
How many backlinks can you easily identify as high quality relevant content?
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EXERCISE 1 | INFLUENCER AUDIT
BACKLINKS
Top 5 Backlinks
Backlink URL Traffic Last 30 Days Traffic Last Quarter Traffic Last Year
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EXERCISE 1 | INFLUENCER AUDIT
PRESS MENTIONS
Press Mentions Added:
Last 30 Days ______________________________________________________________________________
Last Quarter ______________________________________________________________________________
Last Year _________________________________________________________________________________
What is the ratio of positive press mentions to negative press mentions?
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EXERCISE 1 | INFLUENCER AUDIT
PRESS MENTIONS
Top 5 Press Mentions
Media Source Traffic Last 30 Days Traffic Last Quarter Traffic Last Year
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EXERCISE 1 | INFLUENCER AUDIT
SOCIAL MENTIONS
Social Mentions Added:
Last 30 Days ______________________________________________________________________________
Last Quarter ______________________________________________________________________________
Last Year _________________________________________________________________________________
What is the ratio of linked social mentions to unlinked social mentions?
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EXERCISE 1 | INFLUENCER AUDIT
Top 5 Social Mentions
SOCIAL MENTIONS
Influencer Social Channel Likes Comments Shares New SocialConnections
Website Traffic
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EXERCISE 1 | INFLUENCER AUDIT
WEB MENTIONS
Web Mentions Added:
Last 30 Days ______________________________________________________________________________
Last Quarter ______________________________________________________________________________
Last Year _________________________________________________________________________________
What is the ratio of positive web mentions to negative web mentions?
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EXERCISE 1 | INFLUENCER AUDIT
Top 5 Web Mentions
WEB MENTIONS
Media Source Traffic Last 30 Days Traffic Last Quarter Traffic Last Year
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EXERCISE 1 | INFLUENCER AUDIT
REFERRAL TRAFFIC
Last 30 Days ______________________________________________________________________________
Last Quarter ______________________________________________________________________________
Last Year _________________________________________________________________________________
Top 5 Referring Links
Referring Domain Traffic Last 30 Days Traffic Last Quarter Traffic Last Year
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EXERCISE 2 | LINKBUILDING
Linkbuilding is a set of Search Engine Optimization (SEO) activities aimed at increasing the number and quality of
inbound links to a webpage with the goal of improving the organic search engine rankings of that page or website.
Although backlinks are a factor in the way pages appear in the search engines, they also play a role as 3rd party
validation of your content and expertise and are also a means of raising brand awareness and discovery. Links from
external websites back to your brand are part of influencer marketing because they tap into the relevant audience of
another website.
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EXERCISE 2 | LINKBUILDING
Instructions: List potential websites and writers that are either already linking to your business or influential in your
industry.
Domain Existing Link Name Email Address Facebook LinkedIn Twitter
IDENTIFY POTENTIAL LINKBUILDING OPPORTUNITES
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QUALIFY POTENTIAL LINKBUILDING OPPORTUNITIES
Name Topic Published ReachStyle Domain Authority
EXERCISE 2 | LINKBUILDING
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Instructions: Locate articles, pages, videos, images, podcasts, etc. on your website or around the web. Make notes
on original purpose of the content and how it relates to your linkbuilding audience. You are looking for opportunities
to repurpose and reuse content you have already created or get ideas on creating link-worthy content.
EXERCISE 2 | LINKBUILDING
PRIORITIZE LINKBUILDING RESOURCES
Content Type Title Description URL Publication Title Topic Notes
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Linking Domain Content Resource Contact Email Notes on Pitch
EXERCISE 2 | LINKBUILDING
LINKBUILDING OUTREACH
Instructions: Match a content resource to one of your qualified linkbuilding opportunities. Make notes on how you
want to make your pitch.
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Name Email Address YouTube Instagram Facebook LinkedIn Twitter
EXERCISE 3 | SOCIAL MEDIA AMBASSADORS
Brand Ambassadorship encompasses the organic social media activities aimed at increasing the number and quality
of community members engaging and sharing a brand with the goal of improving the organic visibility of that brand.
Brand ambassadors are important for their ability to generate authentic social conversation and improve organic
visibility.
IDENTIFY POTENTIAL SOCIAL MEDIA AMBASSADORS
Instructions: List potential social media influencers that are influential in your industry or with your customer base.
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QUALIFY SOCIAL MEDIA AMBASSADORS
Name Topic FollowersStyle Engagement
EXERCISE 3 | SOCIAL MEDIA AMBASSADORS
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Instructions: List articles, pages, videos, images, podcasts, etc. Make notes on original purpose of the content and
how it relates to your social media influencer audience. You are looking for opportunities to repurpose and reuse
content you have already created or get ideas on creating share-worthy content.
Content Type Description Topic Title URL Notes
EXERCISE 3 | SOCIAL MEDIA AMBASSADORS
PRIORITIZE SOCIAL MEDIA RESOURCES
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Content Resource Influencer NameAccounts Followed
and/or EngagedContact Email Notes on Pitch
EXERCISE 3 | SOCIAL MEDIA AMBASSADORS
ORGANIC SOCIAL MEDIA INFLUENCER OUTREACH
Instructions: Match a content resource to one of your qualified social media influencers. Make notes on how you
want to engage their social media accounts before you make your pitch.
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EXERCISE 4 | PRESS AND MEDIA INFLUENCERS
Press Relations (PR) is a blend of traditional PR activities with paid social media aimed at increasing the frequency of
brand mentions in broadcast news media with the goal of improving the reputation and visibility of that brand. PR
continues to be important for its seemingly unbiased coverage of businesses and communities and the audiences
that trust them.
IDENTIFY RELEVANT PRESS AND MEDIA OUTLETS
Publication/Media Outlet
Name FacebookMass/Local/Trade Email Address Twitter
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Content Type Title Description URL Publication Title Topic Notes
EXERCISE 4 | PRESS AND MEDIA INFLUENCERS
PRESS RESOURCES
Instructions: Locate articles, pages, videos, images, podcasts, etc. on your website or around the web. Make notes
on original purpose of the content and how it relates to your press audience. You are looking for opportunities to
repurpose and reuse content you have already created or get ideas on creating news-worthy content.
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EXERCISE 4 | PRESS AND MEDIA INFLUENCERS
PAID PR OUTREACH
Goal Content Location Demographic Interests
2 mentions in local news media
School nutrition report 50 mile radius of business
News and media job titles
Parenting, healthy lifestyle, autism, childhood obesity
Instructions: Match and existing content piece or pieces to a PR goal. Make notes on what targeting elements you
will use to develop a paid outreach audience for each content piece. The first line is done as an example.
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TOOLS
LINKBUILDING
URL NotesTool Name
Gryffin https://www.gryffin.com/
SEM Rush https://www.semrush.com/
Majestic https://majestic.com/
Google Analytics https://analytics.google.com/
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TOOLS
SOCIAL MEDIA
URL NotesTool Name
Ninja Outreach https://ninjaoutreach.com/
Buzz Sumo https://buzzsumo.com/
Follower Wonk https://followerwonk.com/
Nuvi https://brickfish.com/nuvi/
Like-Wise https://www.like-wise.co/
SparkToro https://sparktoro.com/
HypeAuditor https://hypeauditor.com/
Gryffin https://www.gryffin.com/
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TOOLS
PR
URL NotesTool Name
Cision https://www.cision.com/us/
Trendkite https://www.trendkite.com/
Meltwater https://www.meltwater.com/
Gryffin https://www.gryffin.com/
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ABOUT MICHELLE STINSON ROSS
Michelle Stinson Ross is an industry recognized authority on digital marketing,
particularly the convergence of content, search, and social media. As the
Managing Director of Marketing Ops, Michelle is the agency’s internal marketing
strategist. She guides the strategy behind Apogee’s website, blog, social marketing,
industry thought leadership and advertising footprints. She is also a key consultant
to the internal team and agency clients.
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