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The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014
This document discusses why influencers dislike email pitches and provides suggestions for more effective outreach. The key points are: 1. Influencers enjoy discovering new things themselves and sharing exclusive finds with their audience. They want to feel like hunters tracking down the next big thing. 2. Effective outreach involves finding where influencers spend time online and creating content tailored for those communities. It also means getting exclusives by subtly pitching ideas to influencers early in the process. 3. Unconventional promotion like sending physical mail, staging smart PR stunts, or creating mysteries around new projects can grab influencers' attention better than emails. The goal is planting ideas for influencers to spread without taking
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The Hunter Gatherer - Rob Toldeo - SearchLove Boston 2014
- 1. The Hunter/Gatherer Why influencershate the pitch and what you can do about it
- 2. Rob “Holy” Toledo Headof Outreach @ Distilled [email protected] @stentontoledo
- 3.
- 4.
- 5.
- 6.
- 7. So please don’tjudge me
- 8.
- 9. Despite having sent thousandsof personalized outreach emails
- 10. And my teamof outreachers having an active contact list of approximately 15,000 bloggers and journalists
- 11. I can stillcount on one hand how many times I have accepted an email pitch for my own websites
- 12. So why isthat?
- 13. A lot ofthem are great emails http://bit.ly/1luXH1h
- 14. And it’s notlike I write for the New York Times…
- 15. I gave thisa think
- 16.
- 17. My conspiracy theorist uncle knewwho to blame
- 18. “Obviously Obama has something to dowith this…”
- 19.
- 20.
- 24. Always on the huntfor the next big thing
- 25.
- 26. Here’s Joe witha toy squirrel in front of him…
- 27. Here’s Joe thinkinghe’s hunting an actual squirrel…
- 28. We enjoy thehunt for the next thing, just like Joe prefers to chase actual squirrels
- 29. Here, you cantweet this: “I can’t believe @stentontoledo just compared me to his dog… What kind of conference is this?! #SearchLove”
- 30. Here’s me inhigh school I was “really cool”
- 31. I was amusic snob (and still am)
- 32. While my friendswere listening to…
- 33.
- 34. I LOVE findingnew music and sharing it with my “tribe”
- 35. An Example (circa2001)
- 36. Example (circa 2001) ScenarioA 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”
- 37. Example (circa 2001) ScenarioB 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”
- 38.
- 39.
- 40. Python is farsuperior to JavaScript
- 41. The Shawshank Redemption isa better movie than Titanic
- 42. This local roasted organicfair trade coffee is far superior to Starbucks
- 43.
- 44. Local craft brewsput generic macro beer to shame
- 45. We’re all snobsabout something
- 46. Alongside being amusic snob, I’m also a content snob
- 47. A lot ofjournalists and influencers are the same way
- 48. They want tofind it first
- 49. In content discovery Noeffort = No reward
- 50. We don’t wantto share a rotten meal with our tribe
- 51. What I’m notsaying: • 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
- 52.
- 53. Most decent outreach seesresponse rates around 40-60%
- 54. “You’re happy with50 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.”
- 55. We should beworking for that other 50%
- 56. But when promotingto the other 50%...
- 57. We need tobe less like this…
- 58. …and more likethis
- 59. But it helpsto be a bit more clever We must plant the idea but not take any credit for it
- 60.
- 61.
- 62. 1. Find outwhere your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
- 63. 1. Find outwhere your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
- 64. People will likelytalk about where they spend their time online
- 65. • Web forumsthey 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
- 66.
- 67. • /r/AskScience • /r/eli5 •/r/LifeProTips • /r/Fitness • /r/Food • /r/Fashion • /r/Art • /r/Economics
- 68.
- 69. Rand Fishkin Likes: • NicholasCage • Pictures of birds that people have photoshopped arms onto • Cute pictures of puppies • Business related topics
- 70. So we builtthis…
- 71.
- 72.
- 73.
- 74. A real example •Hoping to break into the tech space • Wanted to get featured on high profile blogs • Wanted influencers to share socially
- 75.
- 76. A real example Sothey kept it simple…
- 77. 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
- 78.
- 79. One seed infront of the right people
- 82. The spoils ofvictory • ~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)
- 83. 1. Find outwhere your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
- 84. • Nothing makesjournalists salivate more than exclusives • The right exclusive story can make a career • Exclusives still give the perception of influence, even when pitched Exclusives
- 85. Giving an influencera head start with your content can make everything easier
- 86. The rest ofthe internet
- 87. “Well if [insertmajor publication] covered it… then we better get something up about it as well” Exclusives
- 88. Exclusives make bosses andclients nervous
- 89. But we can removea lot of the risk
- 90. Exclusives - @Britt_Klontz “The ‘exclusive’ conversationneeds to start way before the content or story is complete”
- 91. • You shouldhave 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
- 92. • Interesting proprietarydata • 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
- 93. 1. Find outwhere your “important people” are hanging out 2. Don’t be afraid to get exclusive 3. Get more creative with your promotion
- 94.
- 95. “I am someonewith upwards of 5000 unread messages at any given time” - @jordancrook http://tcrn.ch/1edhgd2
- 96. Even the best brandsand coolest content can get ignored
- 97.
- 98. Creative Promotion • Snailmail • PR stunts • Creating a mystery
- 99. Creative Promotion • Snailmail • PR stunts • Creating a mystery
- 100. When was thelast time you got something fun in the mail?
- 102. Snail mail • Previousefforts 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)
- 103. Creative Promotion • Snailmail • PR stunts • Creating a mystery
- 104. But wait… There’s areal thin line between true creativity and over the top craziness
- 105.
- 107. PR Stunts OK realistically,you’re not creating a drone delivery service but…
- 108. …there’s a lessonhere • 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
- 109. The cheapest PRstunt I’ve ever seen
- 112. PR stunts don’thave to be expensive like the drone, they just have to be smart like the ‘now hiring’ sign
- 113. A well donePR stunt feels really ripe for coverage
- 114. Creative Promotion • Snailmail • PR stunts • Creating a mystery
- 115. A boat's aboat, but the Mystery Box could be anything! It could even be a boat!
- 116. In this worldof social / transparent / storytelling / open book branding… (which is great)
- 117. Brands have become KimmyGibbler
- 118. But they shouldoccasionally be like the guy from Twilight
- 119. “Humans naturally wantto finish the story” -Matt Summers, @mattsummers http://slidesha.re/NUqSPG
- 121. Sure, HBO couldhave emailed Jacob and told him some fun stuff about the new show but…
- 122.
- 123. How much moreexciting is it for him to share that surprise with his readers?
- 124. Don’t be the shitheadat the party who tells the birthday kid what you got them as a gift
- 125. We want tounwrap the mystery ourselves
- 126. Key takeaways • Playinto 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
- 127. People like tohunt Give them the opportunity
- 128.