I would think that writing an article titled "F*ck Influencers..." would have halted some of the SPAM PR email I receive every day, but alas, just last week I received yet another in a steady stream of such emails. This one stood out as it actually referenced the "F*ck Influencers..." post.
All of these emails tend to follow a very simple format.
Dear Mr. Howard,
[Introduction on how they love and follow my blog.] [Crafty little segue into their new product and service they are launching.]
[Calling out a post they liked by its title] [Some reference about how their service may be of interest to me (call to action)]
[One or more paragraphs on their service/offering that appears to be cut and pasted from a press release.]
Signed,
Name, Phone, Email, etc.
The email I received last week actually appeared to be written by hand and not by a PR firm. I can only assume this individual had been told "how" to email blog owners, had paid someone to do this on his behalf, or is perfectly harmless and just stepped into a hornets nest. So in an effort to help this individual out...
I AM NOT AN "INFLUENCER" AND WE ARE NOT FRIENDS.
That's not to say I don't have influence. And that's not to say we couldn't one day be friends. It simply means I am not a vehicle sitting around idly waiting to SPAM my friends no matter how "awesome" this piece of PR news is.
Let's talk about what influence I have and how to get me to one day care enough about your service to potentially share it within my circles of influence.
It's amazingly simple.
1. Have a conversation with me.
Don't call me and don't email me. So where can you have a conversation with me? Well, here's a crazy idea, how about on the very blog that brought me to your attention?
2. Have a conversation with ME about what matters to ME.
Every article on my blog has a wonderful little comment feature. Here's an "out of the box" thought. What about leaving a comment on the very post you were about to say your really liked in the spam email?
But there's a catch, you have bring some value to the conversation or I'm going to assume you are a spammer and press "mark as spam."
But that's a lot of comments you have to leave and monitor. What is a PR lackey tasked to incent and measure massive viral reach via SPAM emails to do???
Die, hopefully.
3. Create a Relationship
Relationships are two way streets. They are touch and go. They take lots of time and enormous amounts of effort. Which may be why everyone, including PR firms and agencies who should know better, spam everyone by email.
But it's only when we have a relationship that you are then able to leverage my influence. It's only when we have a relationship that we are able to determine what is of value to each other. The relationships that bring value to each of us as well as our extended circles of influence become stronger and open up new opportunities.
4. Relationships are complex
Here is the good news about relationships: they are not an on/off switch. There are more contexts for relationships than I think can be defined or addressed. I may think you are cute. You may think I'm nice but too big for my boots. I may disagree with everything you say but admire your transparency and openness. We might see the world the same way or from radically different perspectives.
Or we may only have a relationship built around a topic or area of interest. Something I'm interested in and you are able to provide insight or access to.
I am 100% in the Herd camp. Influencers don't exist, only influence. Step 1 is to have a relationship. I'd go so far as to say that the person with the most relationships wins.
[Image Source: Xurble ]
I love this blog, it reminds me of lunch.
"I am not an influencer and we are not friends" was clever. As I myself, am not an influencer, you should buy and/or take me to lunch.
As Alistair I am always hungry, and has been known to eat quite a bit, sometimes up to three times a day.
Name, Phone, Email, etc.
Posted by: Alistair Morton | July 26, 2009 at 03:44 PM
This sounds like the premise in a film where you think that you've found a new friend, only for them to turn around and tearfully admit that they only approached you for the influence you possessed.
Posted by: Simon | July 26, 2009 at 05:11 PM
So do PR agencies have their place then? At what point is it just like the digg problem? By that I mean - so a top 100 digger works hard to develop relationships on digg, builds up the authority to kick links into hyper drive, etc. Then advertiser pays digger to do the same for them.
Obviously - we've already seen the super harsh reaction for that.
Now, replace digger with pr agent/blogger who builds up influence in certain circles through hard work and diligence. Is it then wrong for her or him to parlay those friendships into cold, hard cash? And if the answer is no - do PR/ad agencies have a role in a blogger outreach campaign past generating natural interest and maybe some training?
Posted by: paulmcenany | July 26, 2009 at 08:39 PM
I will come back and read this post and others- been a while- but I am here mostly as a fly in the ointment because Paullette McEnany sent me to cause problems...
WRITE MORE THOUGHT-PROVOKING POSTS! WE LOVE CRAPHAMMER!!!
Posted by: Tim Jackson | July 26, 2009 at 08:49 PM
WRITE MORE THOUGHT-PROVOKING POSTS! WE LOVE CRAPHAMMER!!!
Posted by: Tim Jackson | July 26, 2009 at 08:49 PM
WRITE MORE THOUGHT-PROVOKING POSTS! WE LOVE CRAPHAMMER!!!
Posted by: Tim Jackson | July 26, 2009 at 08:49 PM
WRITE MORE THOUGHT-PROVOKING POSTS! WE LOVE CRAPHAMMER!!!
Posted by: Tim Jackson | July 26, 2009 at 08:49 PM
WRITE MORE THOUGHT-PROVOKING POSTS! WE LOVE CRAPHAMMER!!!
Posted by: Tim Jackson | July 26, 2009 at 08:49 PM
WRITE MORE THOUGHT-PROVOKING POSTS! WE LOVE CRAPHAMMER!!!
Posted by: Tim Jackson | July 26, 2009 at 08:49 PM
(Have I ventured into the realm of "obnoxious" yet?)
Posted by: Tim Jackson | July 26, 2009 at 08:50 PM
WRITE MORE THOUGHT-PROVOKING POSTS! WE LOVE CRAPHAMMER!!!
Posted by: Tim Jackson | July 26, 2009 at 08:50 PM
WRITE MORE THOUGHT-PROVOKING POSTS! WE LOVE CRAPHAMMER!!!
Posted by: Tim Jackson | July 26, 2009 at 08:50 PM
LOL! Dude. I am SOOO down to taking the famed non influencer Alistair Morton to lunch! But only if it involves copious amounts of illegal beverages and a patio! Name the day, dude!
Posted by: Sean Howard | July 26, 2009 at 08:57 PM
LOL!
Dude. I wish it was because then the spam email would be followed by all kinds of cool hijinks, shower scenes and... um... I'm gonna let this thread die now. ;)
Posted by: Sean Howard | July 26, 2009 at 09:00 PM
lol. Tim, you never fail to bring anything but copious, dripping amounts of fat-laden value to my blog. ;) ;)
When you coming to Canada dude???!!!
And when is that damn Masi truck gonna lose a killer bike off the back???? ;)
Posted by: Sean Howard | July 26, 2009 at 09:01 PM
Um. In a word? Yes.
Posted by: Sean Howard | July 26, 2009 at 09:01 PM
Dude. Stop picking on Scott Monty, he's a totally nice guy!
grin.
It's a great question. I bring up Scott because there are also cases where said person gets hired. What happens to the blog? Who owns the followers?
I think PR firms could have their place if they went back to actually building relationships with key nodes of influence. Just as they do in the media world. The days of getting significant results just from spam faxing are likely long over.
Posted by: Sean Howard | July 26, 2009 at 09:03 PM
But you're one of my all-time favorite Canadians. Promise.
I'll be in Montreal in September for the Canadian bike tradeshow... if you're around.
Posted by: Tim Jackson | July 26, 2009 at 09:09 PM
WRITE MORE THOUGHT-PROVOKING POSTS! WE LOVE CRAPHAMMER!!!
Posted by: paulmcenany | July 26, 2009 at 09:22 PM
Dude- are you biting my style (again)? Sean- I apologize for this blatant plagiarism.
Posted by: Tim Jackson | July 26, 2009 at 09:24 PM
Dude- are you biting my style (again)? Sean- I apologize for this blatant plagiarism.
Posted by: paulmcenany | July 26, 2009 at 09:25 PM
Alright, Pauline... this is gonna get uglier before it gets prettier...
Sean?
Posted by: Tim Jackson | July 26, 2009 at 09:30 PM
Dear Mr. Howard,
This is a great example of the the shit that makes me want to vomit wildly onto most PR lackeys.
I get emails like this all the time as well. BUT I also get spam comments on my blog/s- that's why I had to start using comment moderation. Last summer I started getting hit with upwards of 100+ spam comments a day. A DAY! (I hope the genital-less eunuch responsible for creating the necessary "code" to comment spam is devoured by rabid piranhas with a bad case of herpes.)
It really IS about relationships and nurturing them. I should not be one to talk- I'm now married for the 3rd time after all... but I at least TRY. Simply sending the press release to me, if we've never met, and hoping I spread your germs is kinda... well, lame.
Don't be lame, Dear Mr. PR Lackey.
Posted by: Tim Jackson | July 26, 2009 at 10:38 PM
@Tim Jackson calm down , mate !
@Sea Nice article , those 5 advices are ok . But do you think that spam guys would even read them ? Would they actually care about what are your rules ?
Posted by: Junior Rencontres | July 27, 2009 at 01:44 AM
Top work, fella
Hope all good
Posted by: Mark | July 27, 2009 at 05:17 AM