Upload
others
View
11
Download
0
Embed Size (px)
Citation preview
B2B SOCIAL INFLUENCER MARKETING Your 12-step insider guide
\\
2 \\B2B SOCIAL INFLUENCER MARKETING
CONTENTSIntroduction 3
MeettheInfluencers 4
Your 12-step guide 1.KnowwhatyoumeanbyInfluencerMarketing 82.Setyourgoals,objectivesandKPIs 93.Identifyyourinfluencers 104.Doyourhomework 115.Engageyourinfluencers 126.Don’tselltothem! 137.Createcontenttheywillwanttoshare 148.Offertherightvalueexchange 159.Respecttheircraft 1610.It’smorethanacampaign 1711.Measuretheimpact 1812.Actonwhatyou’velearned 19
Conclusion 20
Get Started 22
\\B2B SOCIAL INFLUENCER MARKETING 3
...whenyoucontemplateanInfluencerMarketingprogramme,you’retalkingaboutengagingandworkingwithatiny3% of people who command 90% of the influence in any user group.
Howdoyoufindthem?Andhowdoyouwintheirconfidenceandconvincethemtoworkwithyou?
WeaskedfourofthebiggestinfluencersinB2Bmarketingwhatmakesaninfluencertick,whatmakesthemsayyes,andwhatwillmakethementer into a long-term partnership with a brand.
Readonfortheresult. Your 12-step Influencer Marketing guide, packed with golden nuggets and priceless advice, straight from the horse’s mouth.
FIRSTLY…
4 \\B2B SOCIAL INFLUENCER MARKETING
WORKING WITH INTERNAL AND EXTERNAL EXPERTS TO
ACHIEVE BUSINESS GOALS. INFLUENCE IS THE ABILITYTO EFFECT ACTION.‘‘‘‘LEE ODDEN, CEO, TopRank Marketing
FAVOURITE SOCIAL SPACE: Instagram for personal; LinkedIn and Twitter for business
\\B2B SOCIAL INFLUENCER MARKETING 5
THE ABILITY TO CONNECT EFFECTIVELY WITH PEOPLE WHO ARE ABLE TO INFLUENCE OTHERS
IN THEIR CIRCLE
‘‘‘‘NEVILLE HOBSON, Senior Business Consultant, IBM Social Consulting
FAVOURITE SOCIAL SPACE: Twitter – for personal and business
6 \\B2B SOCIAL INFLUENCER MARKETING
HACKING INTO THE 45-80% OF RESEARCHTHAT B2B BUYERS ARE INCREASINGLY CUTTING YOU OUT FROM‘‘‘‘TIM HUGHES, Business Development Director, Oracle
FAVOURITE SOCIAL SPACE: Twitter first, then LinkedIn
\\B2B SOCIAL INFLUENCER MARKETING 7
WORKING WITH PEOPLETHAT AUDIENCES BELIEVE IN, WITH YEARS OF TRACK RECORD
THEY TRUST‘‘‘‘THOMAS POWER, Chief Digital Officer, Electric Dog
FAVOURITE SOCIAL SPACE: Twitter by far
8 \\B2B SOCIAL INFLUENCER MARKETINGS
1 KNOW WHAT YOU MEAN BY INFLUENCER MARKETING
BewareoffallingintothetrapofdefiningInfluencerMarketinginthenarrowtermsofpayingacelebrityYouTubertotalkaboutyourbrand.NevilleHobsondescribesInfluencerMarketingas”theabilitytoconnecteffectivelywithpeoplewhoareabletoinfluenceothersintheircircle.”InB2B,InfluencerMarketingisaboutworkingwithkeyindividualswhoseindependentcredibilityandauthorityamongsttheirownestablishedaudiencemeansthattheirfollowersarealreadyreceptivetotheirideasandrecommendations.
”It’s the ability to connect effectively
with people who are able to influence others
in their circle” Neville Hobson
\\B2B SOCIAL INFLUENCER MARKETING 9
2 SET YOUR GOALS, OBJECTIVES ANDKPIs
ApproachyourInfluencerMarketingstrategyinthesamewayasyouwouldanyother.Or,asLeeOddensayssimply,”decidewhatyouwantoutofitbeforeyougoin”.Thatmeansdefiningyourobjectives.Whetherit’sgreaterbrandawareness,betterengagement,moreleads,allthree,ormore,determiningyourbusinessgoalsandKPIsattheoutsetwillkeepyourprogrammeontrackanditseffectivenessmeasurable.
“Decide what you want out of it before you go in”
Lee Odden
10 \\B2B SOCIAL INFLUENCER MARKETING
3IDENTIFYYOUR INFLUENCERS
Influencerscancomefromavarietyofsources.Theymightalreadybeadvocatesofyourbrand,theymightworkforyourbrand.Theycouldbeestablishedindustryexpertsandcommentators, bloggers, educators, customers… Use your existingcontacts;networkateventsandgoonlinetofindoutwho’sgotshareofvoiceinyourtargetspace.UsesocialtoolslikeTraackr,forsocialinfluenceandsociallistening,orKloutforinfluencerscoring.Awordonadvocatesthough:advocacydoesn’tnecessarilymeaninfluence–unlessthatadvocatehasthecredibility,respectandreachtoextendyourmessagebeyond their immediate group.
“Go for the number one influencer in your niche”
Tim Hughes
\\B2B SOCIAL INFLUENCER MARKETING 11
4 DOYOUR HOMEWORKOnceyou’veidentifiedyourinfluencers,don’teventhinkaboutcontactingthembeforeyou’velearnedasmuchaboutthemasyoucan.
”Doyourresearchfirst.Somepeopledon’tevenlookatmyLinkedInprofileorblog.”–NevilleHobson.
OrasTimHughesputsit,“80-90%ofapproachesarefrom“tyrekickers”.Myareaissocialselling.Idon’ttalktopeopleaboutmycompanyoritsproducts.”
Butdoingyourhomeworkdoesn’tjustmeandrawupabluffer’sguidefromaninfluencer’ssocialprofile–makesureyoureadandfamiliariseyourselfwiththeirwork!
“80-90% of approaches are from tyre kickers”
Tim Hughes
12 \\B2B SOCIAL INFLUENCER MARKETING
5 ENGAGE YOUR INFLUENCERS
Sothatyou’renotapproachingyourinfluencerscompletelycold,startbygoingtotheirfavouritechannelsandjoiningtheconversationsthey’retakingpartin.Retweetthem,sharetheircontent,mentiontheminyours,ratetheirblogs,reviewtheirbooks,respondtotheirposts.Bepatient.Babystepscangoalongway.Whenyou’rereadytoapproachthem,bepersonal(noblanketemails),interesting,relevantandauthentic.Here’swhereyourhomeworkpaysoff:“WhenoneCEOcontactedme,hisfirstquestionwasaboutmyfavouritevinylrecord.He’ddonehisresearchandfoundoutwhatI’mpassionateabout”-TimHughes.
“When one CEO contacted me, his first question was about my favourite vinyl
record. He’d done his research and found out what I’m passionate about”
Tim Hughes
\\B2B SOCIAL INFLUENCER MARKETING 13
6DON’TSELLTOTHEMANDDON’TASKTHEMTOSELL!
Theintentionisforyourinfluencertohelpyouincreasetheawareness,associationandconsiderationofyourbrandinacertainspace–nottosellforyou.Anddon’tselltothem!
“Iwasapproachedbytwomarketingagenciesthisweek.Theysaidthey’dlovemycompanytobuytheirservices!”–TimHughes.
Theoutcomeyou’relookingforisacollaboration,butoutofcourtesy,besuretodemonstratethatyou’retakingintoaccountyourinfluencer’sskillsfirstandyourownneedssecond.
“I was approached by two marketing agencies this week.
They said they’d love my company to buy their services!”
Tim Hughes
14 \\B2B SOCIAL INFLUENCER MARKETING
7 CREATE CONTENT THAT THEY WILL WANT TO SHARE
Ifyou’recreatingapieceofcontentthatyou’dlikeaninfluencertocontributeto,commentuponandsharewiththeirnetworks,thenyouneedtocreatesomethingtheywillbecomfortableputtingtheirnameto.Ifyouaresharingcontenttheyhavecreatedforyou,don’ttakethecreditfortheiropinionsoradvice.Anddon’toverdotheSEO!Makeeverythingeasyforyourinfluencerstoshare.Attheveryleast,providealinktothecontent,butit’sworthgoingasfaraspre-writtentweets,oranembedcodefortheirwebsite.
“Don’t overdo the SEO by linking my words to
other posts or sites!”Lee Odden
\\B2B SOCIAL INFLUENCER MARKETING 15
8 OFFER THE RIGHT VALUE EXCHANGE
Whenyou’reborrowinganexpert’stime,audience,credibilityandinfluence,youneedtobeclearaboutwhat’sinitforthem.Andthemotivationwillbedifferentfordifferentinfluencers.Forsomeitcouldbeexposurefortheirbrandorbusiness,forothers,helpwithbuildingtheirpersonalbrand.Fromyourbackgroundresearchyouwillprobablyhaveagoodideaaboutwhat’slikelytomakeyourinfluencersayyestoyourproposal,butdon’tshyawayfromdiscussingit.Thecleareryoubothareaboutthevalueexchangeattheoutset,thebetter.Butdon’texpectthemtodosomethingforfreethatyoureallyoughttopayfor(speaking,largecontentpiecesetc).
“It’s not about money”Neville Hobson
16 \\B2B SOCIAL INFLUENCER MARKETING
9 RESPECTTHEIRCRAFTDon’tmicromanageyourinfluencersorexpectthemtosaytheexactwordsyou’vetoldthemtosay.You’veengagedthemforthetrustandauthoritytheyhavewiththeiraudience,sodon’texpectthemtojeopardisetheircredibility.AsThomasPowerputit:“Influencersarelikescoutswhohavegoneaheadofthebrand,thencomebacktoleadthebrandupthehill.Abrandisbuyingthecompanionshiptogettothatoutcome.”
Allowinfluencersfreereinandtrustthemtotakegoodcareofyourmessage.
“Influencers are like scouts who have gone ahead of the brand, then come back to lead the brand up the hill”
Thomas Power
\\B2B SOCIAL INFLUENCER MARKETING 17
10 IT’SMORETHAN ACAMPAIGN
Influencermarketingisaboutbuildingalong-term,mutually beneficialrelationship.Onceyou’vebeguntoworktogether,nurture therelationshipbothonandoffline.Exploreongoingopportunities- co-creationofcontentorotherofferings,exclusivecontent,collaborationatevents.Keeptheconversationopen-endedandtherewardscouldbesubstantialonbothsides. “Many of the people I’ve met online have
become friends offline”Tim Hughes
18 \\B2B SOCIAL INFLUENCER MARKETING
11 MEASURETHEIMPACT
MeasurethesuccessofyourinfluencercampaignagainsttheKPIsyousetattheoutset.Ifyourobjectivesarearoundbrandawareness,youcouldmeasureimpressions,pageviews,webtraffic.Forengagement,measureshares,comments,mentions.Forleadgeneration,measureyourdownloads,emailsubscriptionsandsign-ups.Andforsales,measurebothonlineandoffline;upsellorcross-sell…
“Measure the success of your influencer campaign against the KPIs you set at the outset.”
Neville Hobson
\\B2B SOCIAL INFLUENCER MARKETING 19
12 ACT ON WHAT YOU’VELEARNED
Arrivingatatrulyrobustinfluencermarketingprogrammetakesagreatdealofthought,planning,timeandhardwork.Somakesureyouusetakelearningsfromitandusethemgoingforward.
“In a mobile social world, few brands hold attention and... attention is the product.”
Thomas Power
20 \\B2B SOCIAL INFLUENCER MARKETING
AND FINALLY…
\\B2B SOCIAL INFLUENCER MARKETING 21
...influencers can amplify your message, add third party credibility to your brand and send your exposure sky high. But Influencer Marketing is more than a campaign. You’ve entered into one of the most important and human relationships your brand will ever have and its success rests on a continued two-way benefit. Nurture your relationship and it will continue to bring rewards well into the long term.
22 \\B2B SOCIAL INFLUENCER MARKETING
GETSTARTEDMOIGlobalrunsinfluencerprogrammesforsomeoftheworld’slargesttechnologycompanies. Togetthemostoutofyourmarketingcampaignswhynotleanonourexperiences.Getintouchtoseehowwecanhelp:
MatthewStevens,Business Director, Global
07899944228
@AgencyMatt
\\B2B INFLUENCER MARKETING – FROM THE MOUTHS OF INFLUENCERS 23
// SOCIAL INFLUENCER MARKETING 23BROUGHT TO YOU BY MOI-GLOBAL.COM
The place for marketing leaders to find and share the latest ideas and techniques in B2B marketing. Find out more at
moi-global.com/disrupt
WWW.MOI-GLOBAL.COM