Advanced Social Media Marketing

Project 7: Influencer ORM

Page |0
Project 7: Influencer/ORM Project

(Expected completion time –60-90 minutes)

I. Project Goal/Objectives/Problem Statement:

 To establish a social media listening strategy that identifies potential reputation
issues as well as potential amplification opportunities and to leverage that
knowledge for further positive exposure of your brand.
II. Skills that you will acquire after completing the project:
 Ability to use Twitter and other online tools to monitor conversation around a brand
or topic.
 Ability to identify both positive and negative conversations around your brand, as
well as when to engage the poster.
 The ability to identify influencers and micro-influencers within your topical areas.
 The ability to use one influencer to find and identify additional influencers of note.
 The ability to prepare a pitch to a prospective influencer.
III. Learning outcome of the project:
 Individuals who complete this project will learn how to proactively monitor
conversations happening via social media for both protective and advancement
purposes. They will learn how to conduct specific searches across a wide range of
social media channels to identify potential influencers who reach different
audiences on different networks. They will also learn how to prepare a pitch to an
influencer that has the highest likelihood of catching of catching their eye and
receiving a positive response.
IV. Project Description:
 In this section, you learned about social media challenges, strategy-building guide,
and creating a campaign message. In this mini project, apply these concepts and
answer the questions.
V. Project Tasks:
 While all influencers can help spread the word about your company, you cannot
approach them all the same way. Learning to identify the different types of

© Copyright 2016, Simplilearn. All rights reserved. Page |1

 influencers within the social media community and how to approach them is an
important part of building exposure for your brand.
 Your online reputation is also a critical part of how your brand will be perceived by
others. Monitoring the conversations about your business online and learning how
and when to respond to them is an important part of managing your brand.
 For each topic, answer the questions keeping in mind your current organization.
Download the questions from the Learning Tool to your local drive, answer them,
and submit the project.

Topic 1: Social Media Listening

1. Are you currently doing any type of conversation monitoring online?

Yes [ ] No [ ]

2. If yes, give a brief description of what program or service you are using and what topics
you are keeping an eye on:

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

3. If no, use either Twitter’s advanced search feature or a free tool like Social Mention to
run a search for three names or specific keyword phrases related to your organization. Find at
least two conversations related to each and summarize them below.
______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

© Copyright 2016, Simplilearn. All rights reserved. Page |2

 ______________________________________________________________________________

______________________________________________________________________________

Topic 2: Reputation Management

If there is enough conversation around your brand to answer the following questions,
do so as it pertains to your company. If you cannot find conversations, choose a larger
brand and respond from the perspective of its marketing team.

1. Identify one positive social mention around your brand, then explain whether
you would respond and if so, what your response would entail.

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

2. Identify one negative social mention around your brand, then explain whether
you would respond and if so, what your response would entail.

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Topic 3: Influencer Discovery

Take the time to check in with different departments to see if you can identify some potential
influencers or evangelists based on current activity.

© Copyright 2016, Simplilearn. All rights reserved. Page |3

 1. Do any influencers show up in your current referral traffic?

Yes [ ] No [ ]

2. Who are some of the known professionals (publications, stores, authors, among others)
who are influential within your industry? Identify at least three and list them below.

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

3. Who are some of the known web-based influencers (bloggers, podcasters, Pinterest,
Instagram accounts, and so on) who are influential among your target audience? Identify at least
three and list them below.

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

4. Would it make sense for your brand to seek out a celebrity endorsement? If so, what
might this look like?

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

Topic 4: Influencer Research

© Copyright 2016, Simplilearn. All rights reserved. Page |4

 Consider your sources and your research from the previous pages. Choose a handful of people that
you feel might qualify as evangelists or influencers. Keep in mind that influencers tend to have a
very large audience and a broad topical focus, while evangelists tend to have large audiences and
very specific topical focuses. Use this page to research relevant data about some of the individuals
you identified in the section above.

1. Using the charge below, fill in the names of four of your selected influencers, then research their
followers on the four listed social channels. Finally, summarize the topics or areas of focus for
their content.

Influencer Name Facebook Pinterest Twitter Instagram Topics Covered

Topic 5: Influencer Approach

Choose one of your influencers (NOT an evangelist) from the previous researched list. Think
about what they seem interested in, what their audience responds to and how you might be
able to motivate them.

1. What channels do they have the strongest following on? How active are they?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

2. What topics do they post about most frequently? Which ones do they seem most
passionate about?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

3. Do they have a contact page that outlines the pitching process or payment
requirements for social sharing or endorsement?

Yes [ ] No [ ]

4. What can you offer them that is truly unique or extraordinary?

© Copyright 2016, Simplilearn. All rights reserved. Page |5

 ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

5. Summarize an idea for pitching this influencer that does NOT involve monetary
compensation:

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

Topic 6: Evangelist Approach

Choose one of your evangelists from the previous researched list. Think about what they seem

interested in, what their audience responds to, and how you might be able to motivate them.

1. What channels do they have the strongest following on? How active are they?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

2. What topics do they post about most frequently? Which ones do they seem most passionate
about?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
3. Do they have a contact page that outlines the pitching process or payment requirements for
social sharing or endorsement?
Yes [ ] No [ ]

4. What can you offer them that is truly unique or extraordinary?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

5. Summarize an idea for pitching this influencer that does NOT involve monetary compensation:
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

© Copyright 2016, Simplilearn. All rights reserved. Page |6