Influencing the Influencers - Building a Contributor Network from the Ground Up
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Presentation given to Content Strategy Applied USA on building a network of influential content contributors to create unbelievable content on your behalf. A case study of a program launched for the Arizona Office of Tourism.
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Influencing the Influencers - Building a Contributor Network from the Ground Up
- 1. INFLUENCING the INFLUENCERS BUILDING A CONTRIBUTOR NETWORK FROM THE GROUND UP
- 2. KIM HIGDON SOCIAL & CONTENT MANAGER // OFF MADISON AVE // PHOENIX
- 3. WE HAVE AN EASY PRODUCT TO SELL I MEAN, REALLY.
- 6. THE PROBLEM MISSING OUT ON THIS
- 7. THE OPPORTUNITY WE HAD LOTS OF THIS
- 8. STILL PROBLEMS BUT NOT THIS
- 9. MORE OPPORTUNITY TONS OF THIS
- 10. MORE PROBLEMS AND NONE OF THIS
- 11. 皆或晦雨意鴛或鰻鴛舘鴛鰻赫
- 12. WHAT WE HAD A huge community of Arizona advocates existed. Analytics uncovered gaps. Knowledge that these stories were already being told.
- 13. Why not create a platform for advocates to tell the stories people were seeking, to drive more people to use our website as a resource?
- 14. LETS DO IT.
- 15. KEYS TO LAUNCH Establish a vetting criteria Application portal Exportable database in a CMS Announce via existing channels Plan for the worst, hope for the best
- 17. WITHIN ONE MONTH, WE RECEIVED 55 APPLICANTS,24 OF WHICH BECAME VETTED, APPROVED CONTENT CONTRIBUTORS READY AND WILLING TO DELIVER ONGOING, FRESH, EXCITING CONTENT FROM THE PERSPECTIVE WE NEEDED.
- 18. THE ARIZONA INSIDERS PROGRAM WAS LAUNCHED.
- 20. NEWS ANCHORS PHOTOGRAPHERS PROFESSIONAL WRITERS MOMMY BLOGGERS AUTHORS ROAD TRIPPERS TOUR OPERATORS
- 21. NEWS ANCHORS PHOTOGRAPHERS PROFESSIONAL WRITERS MOMMY BLOGGERS AUTHORS ROAD TRIPPERS TOUR OPERATORS
- 22. NEWS ANCHORS PHOTOGRAPHERS PROFESSIONAL WRITERS MOMMY BLOGGERS AUTHORS ROAD TRIPPERS TOUR OPERATORS
- 23. NEWS ANCHORS PHOTOGRAPHERS PROFESSIONAL WRITERS MOMMY BLOGGERS AUTHORS ROAD TRIPPERS TOUR OPERATORS
- 24. NEWS ANCHORS PHOTOGRAPHERS PROFESSIONAL WRITERS MOMMY BLOGGERS AUTHORS ROAD TRIPPERS TOUR OPERATORS
- 25. NEWS ANCHORS PHOTOGRAPHERS PROFESSIONAL WRITERS MOMMY BLOGGERS AUTHORS ROAD TRIPPERS TOUR OPERATORS
- 26. NEWS ANCHORS PHOTOGRAPHERS PROFESSIONAL WRITERS MOMMY BLOGGERS AUTHORS ROAD TRIPPERS TOUR OPERATORS
- 27. THESE PEOPLE ARE INFLUENCERS.
- 28. NONE OF THEM ARE PAID FOR THEIR CONTRIBUTIONS.
- 29. OUR BLOGGERS WRITE ABOUT THINGS LIKE THIS
- 30. AND THIS
- 31. AND THIS
- 32. AND THIS
- 33. AND EVEN THIS
- 34. THROUGH THE ARIZONA INSIDERS PROGRAM, TIME SPENT ON BLOG CONTENT INCREASED 212%, W I T H AN AVERAGE TIME SPENT ON THESE CONTRIBUTIONS OVER 4 MINUTES. YOU KNOW WHAT THIS MEANS?
- 35. PEOPLE ARE ACTUALLY READING THIS STUFF.
- 36. THIS CONTENT DOESN'T JUST LIVE ON THE WEBSITE, EITHER. ITS USED IN THE VISITORS GUIDE, SPONSORED CONTENT, I N PUBLIC RELATIONS EFFORTS, FOR ONE-OFF CAMPAIGN SITES AND MORE.
- 37. YOU CAN DO IT, TOO!
- 38. HOW CAN I DO IT, TOO? LISTEN. Without listening, we would have never seen the opportunity at our fingertips. ANALYZE. Dont just look at whats working, look at whats not. Thats the greatest area of opportunity. MAKE THE ASK. People want to contribute to brands they care about. Start the conversation and see what happens.
- 39. The most important thing in communication is hearing what isnt said. - PETER DRUCKER
- 40. READ THESE STORIES AT BIT. LY/AZINSIDER
- 41. Thanks. @KIM_HIGDON // KIM.HIGDON@OFFMADISONAVE.COM