Roy Abdo and speakers advise students on promoting blogs at a climate conference. Document everything on Twitter and blogs to build credibility. Identify 100 relevant influencers, message them persistently, and research attendees to schedule meetings with CEOs and high-authority figures for maximum exposure.
Do you understand? It's not that hard, you just have to start thinking smart and strategically about your approaches and positioning yourself.
Hey guys, follow us, we're talking to a bunch of students going to a conference about climate change in Germany.
You guys are going to do something big, so I'm excited to be able to give you what I've known and what I know in digital. So whenever you're going to write your blogs, it could get more noticed. If you start documenting the process of you going there, that alone is going to give you more credibility when someone's going to find you online and look, oh my God, yeah, they went to DC, they're prepping for this, they've been talking about the subject for a while. That makes them more of a thought leader versus not. Does that make sense? Rule number 1, keep the story going. In the sense of like documenting it, tweet about it, write about it, post a picture about this. Hey, we're so excited to build up the momentum. So what are you going to do? You're going to use those 4 ways to grab that list of those influencers and build relationship with them. How do you build relationship with them? First, you're going to follow them, etc. Second, you're gonna send them a message, hey, I'm going to this conference in this couple of weeks. What do you think about— I mean, I'm hoping to be getting a little piece of content. Is there something you'd like me to focus on? Makes sense? Out of— you gotta— let's say you get a bunch of 100 influencers. What I'm gonna tell you is it works, but it's not easy, all right? And that's why not everyone's gonna do it. So if you get a list of 100 influencers, you send 100 messages, guess how many people are gonna respond to you?
Maybe like 2, maybe 3.
But that's what you need. Does that make sense? If you give up on message 98, you just lost the whole 100 you put in. Before I even go, I'll see a list of people who are attending.
You know why it's important?
You know why it's important? Yeah, not only that, so you can strategize who you want to talk to, because you're going to be in this event, there's going to be a lot of people. And a lot of times, you know, I mean, I'll give you a story. Once I was invited to a gala and I noticed, I put up the invitation, the guy on the gala is the CEO of Twitter, Jack Dorsey. Whoa, Jack Dorsey is there? So what happens is, as soon as I walked in, I made it a point to go meet him ahead of time because what happens when he gives a speech, everybody's going to go meet him. So you got to start strategizing when to meet the person on on what occasion, so you can get their ears, their eyeballs. And what's going to happen is those lists of attendees, if they're high authority— if they're, let's say, someone's attending who's also an influencer, that's your winning man.
Because if this person builds a relationship with you, see how you're going to help them, see how you're going to give them some ideas, they're going to actually connect more with you.
What's happening is once you produce a piece of content, distribution could be what? Twitter, your blog, your Facebook. You distribute that kind of content there. You could also have original content on those platforms, but also most likely people, a lot of people like want to drive content to their blog, right? Amplification is what? That list of 100 people we talked about, that influencer that you mentioned, that You know, kind of like what— maybe you want to do paid media, like you're paying for someone to notice, for like you target those people for it. And conversion happens when they like it, they share it, they tell other friends about it, they do something with it, they convert from not knowing something to do something about it.
The main thing that I talked about is know your target audience, and I broke down their target audience in 3 categories, right? Those who know nothing about you, those who know a little bit, and those who are deep in the subject of climate change, because we're talking about climate change here. And I think that goes on to a lot of subjects in the world. So you gotta know at what knowledge, at what level of knowledge that audience is and give them information to make their life a little better. If you give them too much, what's gonna happen?
They're gonna leave.
