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Scoop.it!
This outreach marketing campaign scored epic brand recognition with a brilliant marketing plan. Explore the process of what made this campaign so successful through the eyes of one of the thought leaders in the influencer marketing world, Mark Fidelman. 
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Scoop.it!
Beth Kanter's insight:
-Look for influencers based on their passions -Understand their community -Scales by building relationships with select people and reaching secondary audiences -Create experiences for influencers to react to and share, not just push your news -The value of influencer relationships grows over time, invest in earning trust and sustaining connections -Individualize your ask/approach -Influencers are not empty amplification vessels treat them well -Don't just pitch find ways to enrich their work -When you build a relationship you unlock value
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Some tips on finding and cultivating influencers
Who is Your Oprah?“There are Oprahs in every industry,” says Mark. You just have to determine who they are and find a way to work with them by:
Let’s take a look at how we can find our Oprah, shall we?
Find the PulseBefore plans are drawn up, emails are templated, and campaign hashtags are circulating, a pulse needs to be tapped. You must have a pulse on what type of influencers your potential consumers are looking to and a pulse on what those influencers are talking about, engaging with, and what would interest them.
I’m going to reiterate that last point because it’s crucial: Think about how you can help these influencers and what you can do to interest them. Not the other way around.
Don’t campaign based on what you think you know, do the research. Read blogs, spend time on certain social platforms, dig through hashtags. You’ve created buyer personas to lead you to these verticals now create influencer personas.