Posts Tagged ‘Engage121’


Influencer Marketing: Tips from PRSA St. Louis Tech Day 2012

Monday, November 26th, 2012
Flickr Image: quinn.anya

Flickr Image: quinn.anya

According to Wikipedia, influencer marketing is “a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.”

Key decision-makers operate within communities of influencers. Influencers may or may not be actual buyers, they are not always obvious, and typically are a neutral party – which is why they are such an invaluable asset as their potential to affect sales is immense.

We’ve all heard (and probably participated in) conversations about blogger relations, disclosure and transparency.  Bloggers are just one class of influencers, though, so the first step in Influencer Marketing is seeking out and identifying  those and other influencers.

At a recent PRSA St. Louis half-day event, Erin (Eschen) Maloney from Perficient explained that 92 percent of people trust recommendations of friends, family, word-of-mouth, above all forms of advertising, which is why influencers matter. She went on to say that 13.4 percent of U.S. adults create 80 percent of the content that influences people, and that is why we must find them.

An influencer must be credible. That doesn’t necessarily equate to a lot of followers, a high job role, frequent posts, or even being famous in real life. Influence cannot be reflected by a single metric, and influence does not equal popularity.

So how do you find the influencers that matter to your organization? Maloney advised that there is no one tool or score that can do this for you. You must roll-up your sleeves and dig-in. You can use Klout and Kred (she likes Kred better) as a beginning point, but you may also use Google, Twitter, WeFollow, Twellow, Alltop, LinkedIn groups, Facebook pages, Listorious, RSS feeds and more. (We here at BurrellesLuce prefer our Social Media Monitoring Solution, Engage121). This step is the core foundation of your program. It is time consuming and there is no substitute for hard work here. 

Once you’ve identified key influencers who are active, relevant and timely, then what? You listen. Yes, you stop and listen for a while. It takes listening, Amanda Maksymiw says, to gain “a solid understanding on who they are and what they are interested in. Connect with them on the relevant social networks, subscribe to their newsletters or blogs, and absorb everything you can: the main point is to be quiet here and learn.” Only after this step, can you begin to engage with them.

Author and speaker Alexandra Levit was recently quoted as saying, “Uncovering the top influencers in one’s field requires old-fashioned research. Read the trades, go to industry events and, of course, check out Twitter, Facebook, etc.  Then, gradually develop a relationship with the influencers by asking questions and citing their content.” 

Those of us, who have a background in PR and media relations, know that building relationships takes time and effort.  Do you have any tips to add?

BurrellesLuce Product Demonstration: Social Media Managment With BurrellesLuce WorkFlow

Tuesday, October 16th, 2012

BurrellesLuce Product Demonstration Registration: Social Media Management With BurrellesLuce WorkFlowBurrellesLuce Product Demonstration: Social Media Management With BurrellesLuce WorkFlow.

When: Thursday, October 18, 2012

Time: 2:00 p.m. EDT

Register Now!

Connecting and engaging with your social communities of interest can be a challenge. But it doesn’t have to be with the BurrellesLuce Social Media Monitoring software solution*. Whether you are an existing Engage121 user or looking to leverage a social media monitoring tool for the first time, you’ll learn to use all the features and benefits of Engage121 and more effectively take control of your social media efforts.

Join Tressa Robbins, vice president of Media Outreach and Social Media Solutions at BurrellesLuce and Jack Monson, vice president at Engage121, for this instructional product demonstration, “Social Media Management with BurrellesLuce WorkFlow.”

Register Now!

During this live product demonstration you will learn how to:

  • Listen and provide basic reporting on your social efforts.
  • Upload, track, and engage friends and followers on Twitter and Facebook — or another service.
  • Create a one-to-one relationship with your customers.
  • Influence key business metrics using SocialFlow and Traackr, increase traffic to outlets, and build sales.
  • Promote real-time social media campaigns and interactive content to your audience, including messages, and realize the power of fanlets, polls, and contests.

And more…

Space is limited. Sign up now for this free product webinar, “Social Media Management with BurrellesLuce WorkFlow.If we are unable to accept your registration, an on-demand presentation will be available for review after the event by contacting your account manager.

*Powered by Engage121. Engage121 provides marketing and communications professionals with social media software solutions. 

Social Media Optimization – 8 Tips

Wednesday, July 25th, 2012

Arguably, content is the currency of the social web. It’s the foundation for all written communications—your blog, website, newsletter, and so on. People search for content. It’s what makes them click, follow, share, subscribe, comment, donate, and purchase. I’ve heard that attention is today’s scarcest commodity. To get someone’s attention is to get their most valuable resource–time. The range and type of content that is available on the social web is extensive and includes multimedia such as videos, images, infographics, and of course text.

Knowing this, it comes as no surprise to savvy communicators that all content is repurposable and repackagable.  But how do you make it work? 

As you may know, BurrellesLuce partners with Engage121 to provide its clients real-time social media monitoring and evaluation. Recently,  Engage121 and Social Flow teamed up to produce a blog and webinar series covering the top Eight Best Practices for Optimizing Your Social Media Publishing, and I wanted to pass along some of their tips to the BurrellesLuce Fresh Ideas readers.

In a nutshell, the eight tips are:

1. Use what you already have and start with great content.

2. Timing is everything.  Have a plan. Don’t over-publish but don’t under-publish either (see #4).

3. Have a schedule and master the content cycle flow—listen, plan, create, publish, evaluate, and repeat. The cycle is repetitive and continuous.

4. Think outside your time zone—it’s okay to re-post at different times of the day (although you may want to re-word slightly so it’s not identical).

5. Engage and reward your audience. Give them something of value. In addition to using content that resonates with your audience, don’t forget to thank them, for example, an exclusive offer to something. Give them a reason to come back and continue the conversation.

6. Make sure your website encourages social sharing. Also note that most new custom Facebook apps have both the “like” and tweet buttons integrated—a win-win!

7. Meet your audience halfway.  Don’t force your audience to communicate in the way YOU want. Instead, find how they are already engaging, and always respond in a positive manner.

8. Save time through science and technology. Use an appropriate tool to streamline your publishing.

Keep in mind, this is just a high-level overview whereas the blog and webinar series goes in-depth  on how to execute these best practices one-by-one.  Do you have any tips you’d like to share?

Gaining Insights – Following the 2011 PRSA International Conference

Friday, October 14th, 2011

Colleen Flood*

prsa-logoThe 2011 International PRSA Conference kicks off in Florida tomorrow through Tuesday, October 18th.  Will you be there? Join Johna Burke, senior vice president, BurrellesLuce, for a workshop on ROI and Storytelling in the Digital Age. And to help get you thinking about storytelling, read the October 2011 BurrellesLuce newsletter in our free resource library.

For those of us not attending this year, myself included, there are ways to experience the conference without being there in person. 

Here are just a few of the ways I plan to capitalize on what surely will be an educational week of professional development:

  • Twitter:  Follow the hashtag #PRSAICON to check out tweets from sessions Twitter users are attending.  There’s sure to be live tweeting.  I know the BurrellesLuce team of @gojohnab, @tressalynne, @cldegoede and @_laurenshapiro_ attending the conference will be tweeting under this hashtag.  You may also want to follow the Twitter handles of some of the conference’s speakers. I also set up a column in my BurrellesLuce social media monitoring tool (Engage121) to keep tabs on all these tweets.
  • ComPRehension Blog: This is the official blog of PRSA and will be updated with conferences blog posts, podcasts, interviews and other news related to the conference.
  • Flickr:  Another source I will check out is the 2011 PRSA International photo stream on Flickr to view event photos.
  • Facebook:  While their doesn’t appear to  be an official page setup for the conference, I still plan to monitor PRSA’s Facebook fan page for interesting tidbits, along with some of the local Florida chapters.

I look forward to “listening” to the conference from New Jersey…How are you going to make the most of your virtual, conference experience this year?

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*Bio: Colleen Flood has been a sales consultant with BurrellesLuce for over 12 years and is eager to become a more integrated part of the social-public relations community. She primarily handles agency relations in the New York and New Jersey metro-area. She is not only passionate about work, but also about family, friends, and the Jersey Shore. Twitter: @cgflood LinkedIn: Colleen Flood Facebook: BurrellesLuce