Rob Toledo - The Hunter/Gatherer

Influencers are likely to be the first to find and discover the next big thing on the web. This makes pitching your content or brand to a journalist or blogger almost immediately lose some of its appeal. Rob will talk about the ways in which you can get your brand and content in front of these influencers without traditional email outreach.

Transcript

1. The Hunter/Gatherer Why influencers hate the pitch and what you can do about it
2. Rob “Holy” Toledo Head of Outreach @ Distilled rob.toledo@distilled.net @stentontoledo
3. or on Google+ /u/0/11666 666115484 6565570/
4. I have a confession
5. I’m terrible at PowerPoint
6. No seriously…
7. No seriously… Like…
8. No seriously… Like…
9. No seriously… Like…
10. No seriously… Like… BAD
11. No seriously… Like… BAD at powerpoint
12. No seriously… Like… BAD at
13. No seriously… Like… BAD at powerpoint
14. So please don’t judge me
15. I have another confession
16. Despite having sent thousands of personalized outreach emails
17. And my team of outreachers having an active contact list of approximately 15,000 bloggers and journalists
18. I can still count on one hand how many times I have accepted an email pitch for my own websites
19. So why is that?
20. A lot of them are great emails http://bit.ly/1luXH1h
21. And it’s not like I write for the New York Times…
22. I gave this a think
23. Asking coworkers, friends and family
24. My conspiracy theorist uncle knew who to blame
25. “Obviously Obama has something to do with this…”
26. But seriously…
27. I blame my instincts
31. Always on the hunt for the next big thing
32. Here’s Joe…
33. Here’s Joe with a toy squirrel in front of him…
34. Here’s Joe thinking he’s hunting an actual squirrel…
35. We enjoy the hunt for the next thing, just like Joe prefers to chase actual squirrels
36. Here, you can tweet this: “I can’t believe @stentontoledo just compared me to his dog… What kind of conference is this?! #SearchLove”
37. Here’s me in high school I was “really cool”
38. I was a music snob (and still am)
39. While my friends were listening to…
40. While my friends were listening to…
41. While my friends were listening to…
42. While my friends were listening to…
43. I was listening to…
44. I was listening to…
45. I was listening to…
46. I was listening to…
47. I was listening to…
48. I was listening to…
49. I LOVE finding new music and sharing it with my “tribe”
50. An Example (circa 2001)
51. Example (circa 2001)
52. Example (circa 2001) Scenario A
53. Example (circa 2001) Scenario A Me: “Have you guys heard of this new band, The Strokes? They’re incredible, total game changers”
54. Example (circa 2001) Scenario A Friend: “Wow Rob, you’re such a musical influencer and tastemaker, I worship the ground you walk on” Me: “Have you guys heard of this new band, The Strokes? They’re incredible, total game changers”
55. Example (circa 2001) Scenario B
56. Example (circa 2001) Scenario B Friend: “Hey Rob! Check out this new band The Strokes! They’re blowing up in England!”
57. Example (circa 2001) Scenario B Friend: “Hey Rob! Check out this new band The Strokes! They’re blowing up in England!” Me: “Yeah they’re alright, I guess, man, whatever”
58. A quick experiment
59. Apple > Microsoft
60. Python is far superior to JavaScript
61. The Shawshank Redemption is a better movie than Titanic
62. This local roasted organic fair trade coffee is far superior to Starbucks
63. >
64. Local craft brews put generic macro beer to shame
65. We’re all snobs about something
66. Alongside being a music snob, I’m also a content snob
67. A lot of journalists and influencers are the same way
68. They want to find it first
69. In content discovery No effort = No reward
70. We don’t want to share a rotten meal with our tribe
71. What I’m not saying:
72. What I’m not saying: • Email outreach is dead
73. What I’m not saying: • Email outreach is dead • Bloggers and journalists don’t want to hear from you
74. What I’m not saying: • Email outreach is dead • Bloggers and journalists don’t want to hear from you • We must try and trick people into sharing our content
75. What I’m not saying: • Email outreach is dead • Bloggers and journalists don’t want to hear from you • We must try and trick people into sharing our content • That the Moon landing was faked
76. Things aren’t that bad…
77. Most decent outreach sees response rates around 40-60%
78. “You’re happy with 50 percent? You’re on top, and you don’t have enough. You’re happy because you’re successful. For now. But what is happiness? It’s a moment before you need more happiness. I won’t settle for 50 percent of anything. I want 100 percent. You’re happy with your agency? You’re not happy with anything. You don’t want most of it, you want all of it. And I won’t stop until you get all of it.”
79. We should be working for that other 50%
80. But when promoting to the other 50%...
81. We need to be less like this…
82. …and more like this
83. But it helps to be a bit more clever We must plant the idea but not take any credit for it
84. Great… but how?
85. Three Main Points
87. 1. Find out where your “important people” are hanging out
88. 1. Find out where your “important people” are hanging out 2. Don’t be afraid to get exclusive
89. 1. Find out where your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
90. 1. Find out where your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
91. People will likely talk about where they spend their time online
92. Where in the world are your influencers
93. • Web forums they hang out in Where in the world are your influencers
94. • Web forums they hang out in • Twitter chats where they participate Where in the world are your influencers
95. • Web forums they hang out in • Twitter chats where they participate • Sites where they contribute and comment Where in the world are your influencers
96. • Web forums they hang out in • Twitter chats where they participate • Sites where they contribute and comment • Communities they identify with Where in the world are your influencers
97. Rand Fishkin
98. • /r/AskScience • /r/eli5 • /r/LifeProTips • /r/Fitness • /r/Food • /r/Fashion • /r/Art • /r/Economics
99. Rand Fishkin
100. Rand Fishkin
101. Rand Fishkin Likes:
102. Rand Fishkin Likes: • Nicholas Cage
103. Rand Fishkin Likes: • Nicholas Cage • Pictures of birds that people have photoshopped arms onto
104. Rand Fishkin Likes: • Nicholas Cage • Pictures of birds that people have photoshopped arms onto • Cute pictures of puppies
105. Rand Fishkin Likes: • Nicholas Cage • Pictures of birds that people have photoshopped arms onto • Cute pictures of puppies • Business related topics
106. So we built this…
107. So we built this…
108. And it worked…
109. OK but seriously…
110. A real example
111. A real example @carson_ward
112. A real example @carson_ward
113. A real example
114. A real example • Hoping to break into the tech space
115. A real example • Hoping to break into the tech space • Wanted to get featured on high profile blogs
116. A real example • Hoping to break into the tech space • Wanted to get featured on high profile blogs • Wanted influencers to share socially
117. A real example
118. A real example
119. A real example
120. A real example So they kept it simple…
121. A real example
122. A real example • They did some research using their own data
123. A real example • They did some research using their own data • Wrote a post that appealed to a specific audience
124. A real example • They did some research using their own data • Wrote a post that appealed to a specific audience • Kept it relevant to current news
125. A real example • They did some research using their own data • Wrote a post that appealed to a specific audience • Kept it relevant to current news • In total about 8 hours of work
126. http://bit.ly/1jLVGA7
127. One seed in front of the right people
132. The spoils of victory
133. The spoils of victory • ~70k pageviews
134. The spoils of victory • ~70k pageviews • 116 domains sent traffic in 24 hours
135. The spoils of victory • ~70k pageviews • 116 domains sent traffic in 24 hours • Coverage in major media (Ars, Pando, Reddit)
136. The spoils of victory • ~70k pageviews • 116 domains sent traffic in 24 hours • Coverage in major media (Ars, Pando, Reddit) • ~500 social shares
137. The spoils of victory • ~70k pageviews • 116 domains sent traffic in 24 hours • Coverage in major media (Ars, Pando, Reddit) • ~500 social shares • More journalists believe them to be an authority with future stories now (credibility increase)
138. 1. Find out where your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
139. Exclusives
140. • Nothing makes journalists salivate more than exclusives Exclusives
141. • Nothing makes journalists salivate more than exclusives • The right exclusive story can make a career Exclusives
142. • Nothing makes journalists salivate more than exclusives • The right exclusive story can make a career • Exclusives still give the perception of influence, even when pitched Exclusives
143. Giving an influencer a head start with your content can make everything easier
148. The rest of the internet
149. “Well if [insert major publication] covered it… then we better get something up about it as well” Exclusives
150. Exclusives make bosses and clients nervous
151. But we can remove a lot of the risk
152. Exclusives - @Britt_Klontz “The ‘exclusive’ conversation needs to start way before the content or story is complete”
153. Exclusives
154. • You should have the idea in front of several influencers early in the process Exclusives
155. • You should have the idea in front of several influencers early in the process • Subtlety hint that you’re shopping the idea around (competition) Exclusives
156. • You should have the idea in front of several influencers early in the process • Subtlety hint that you’re shopping the idea around (competition) • Figure out who is most interested and give them exclusive access to the finished product Exclusives
157. What makes a good exclusive
158. • Interesting proprietary data What makes a good exclusive
159. • Interesting proprietary data • A high quality piece of content What makes a good exclusive
160. • Interesting proprietary data • A high quality piece of content • An anecdotal story about your business What makes a good exclusive
161. • Interesting proprietary data • A high quality piece of content • An anecdotal story about your business • A new product or service release What makes a good exclusive
162. • Interesting proprietary data • A high quality piece of content • An anecdotal story about your business • A new product or service release • Interviews with high level employees What makes a good exclusive
163. 1. Find out where your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
164. Email is overwhelming journalists
165. “I am someone with upwards of 5000 unread messages at any given time” - @jordancrook http://tcrn.ch/1edhgd2
166. Even the best brands and coolest content can get ignored
167. Think outside the inbox
168. Creative Promotion
169. Creative Promotion • Snail mail
170. Creative Promotion • Snail mail • PR stunts
171. Creative Promotion • Snail mail • PR stunts • Creating a mystery
172. Creative Promotion • Snail mail • PR stunts • Creating a mystery
173. When was the last time you got something fun in the mail?
175. Snail mail
176. Snail mail • Previous efforts saw a response rate of only 10%
177. Snail mail • Previous efforts saw a response rate of only 10% • Had over 70% of people activate the turntable via their smartphones
178. Snail mail • Previous efforts saw a response rate of only 10% • Had over 70% of people activate the turntable via their smartphones • 42% clicked on a link to the Kontor Records website on their phones
179. Snail mail • Previous efforts saw a response rate of only 10% • Had over 70% of people activate the turntable via their smartphones • 42% clicked on a link to the Kontor Records website on their phones • Covered by SPIN, TrendHunter and Hypebot (double whammy, coverage and conversion)
180. Creative Promotion • Snail mail • PR stunts • Creating a mystery
181. But wait… There’s a real thin line between true creativity and over the top craziness
182. An extreme example
184. PR Stunts OK realistically, you’re not creating a drone delivery service but…
185. …there’s a lesson here
186. …there’s a lesson here • Timing is everything – the drone stunt was right before Black Friday, all eyes on Amazon
187. …there’s a lesson here • Timing is everything – the drone stunt was right before Black Friday, all eyes on Amazon • It doesn’t need to be “real”
188. …there’s a lesson here • Timing is everything – the drone stunt was right before Black Friday, all eyes on Amazon • It doesn’t need to be “real” • Keep it related to your brand
189. …there’s a lesson here • Timing is everything – the drone stunt was right before Black Friday, all eyes on Amazon • It doesn’t need to be “real” • Keep it related to your brand • Find a hook, something that will really grab the attention of the media based on relevance
190. The cheapest PR stunt I’ve ever seen
193. PR stunts don’t have to be expensive like the drone, they just have to be smart like the ‘now hiring’ sign
194. A well done PR stunt feels really ripe for coverage
195. Creative Promotion • Snail mail • PR stunts • Creating a mystery
196. A boat's a boat, but the Mystery Box could be anything! It could even be a boat!
197. In this world of social / transparent / storytelling / open book branding… (which is great)
198. Brands have become Kimmy Gibbler
199. But they should occasionally be like the guy from Twilight
200. “Humans naturally want to finish the story” -Matt Summers, @mattsummers http://slidesha.re/NUqSPG
204. Sure, HBO could have emailed Jacob and told him some fun stuff about the new show but…
205. >
206. How much more exciting is it for him to share that surprise with his readers?
207. Don’t be the shithead at the party who tells the birthday kid what you got them as a gift
208. We want to unwrap the mystery ourselves
209. Key takeaways
210. Key takeaways • Play into the psychological elements of how influencers choose what to share
211. Key takeaways • Play into the psychological elements of how influencers choose what to share • Seek a high level exclusive before mass promotion
212. Key takeaways • Play into the psychological elements of how influencers choose what to share • Seek a high level exclusive before mass promotion • Create a mystery around new and exciting things you’re working on
213. People like to hunt Give them the opportunity
214. Thank you! @stentontoledo rob.toledo@distilled.net