it's who you know: influencer marketing now 12.10.15

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It’s Who You Know: Influencer Marketing Now #SMTLive

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It’s Who You Know: Influencer Marketing Now

#SMTLive

#SMTLive

Thank You to Our Sponsor

@getLittleBird

#SMTLive

Join the Conversation…

Follow along and share your thoughts on

Twitter at #SMTLive

Submit your questions in the

GoToWebinarcontrol panel

#SMTLive

Our Speakers Dustin Luther, Director, Engagement, Dun & Bradstreet. @tyrA passionate marketing leader, Dustin gets a kick out of creating strategic stories that people feel compelled to share. In his current role with Dun & Bradstreet, Dustin has built a team of content, social media and event experts who drive marketing campaigns that “move the needle” and encourage their SMB base to engage with the Dun & Bradstreet brands.

Julie Zisman, Head of Marketing, Little Bird. @JulieZismanJulie Zisman is the Head of Marketing at Little Bird, an Influencer Marketing Platform that identifies the people, companies and organizations that shape market trends and buyer intent on Twitter. Julie joined Little Bird in November 2014 after serving more than a decade in marketing leadership roles at Showpad, Kontagent and Tealeaf.

Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts . @RobinCarey

Amber Armstrong, Program Director Commerce, Social and Mobile Amplification, IBM. @ambarmstrongAmber Armstrong leads digital amplification for IBM Commerce, Mobile, and Social divisions. She focuses on telling the IBM story externally and connecting with external influencers to surround the IBM story. She is passionate about employee advocacy and its power to empower IBMers to be the face of IBM to clients and partners.

D&B Influencer Outreach Case Study#SMTLive

Dustin Luther, Engagement DirectorConnect: @tyr

December 10, 2015

Getting Started: Selling Influencer Outreach to

Execs

7#SMTLive: D&B Influencer Outreach Case Study

Selling Influencer Outreach to ExecsInfluencer outreach can be the critical element of:

• Successful lead generation• Thought leadership • Employee engagement• Product launches• SEO campaigns

This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.

8#SMTLive: D&B Influencer Outreach Case Study

Strategies to Drive Online Leads & SalesPaid: SEM & Direct Response

• Online ads• Email

Free: SEO

• Onsite • User Engagement• Offsite (Inbound Links / Social Engagement)— Influencer Outreach Can Drive Offsite SEO Success

This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.

Case Study: Most Influential SMB Campaign

10#SMTLive: D&B Influencer Outreach Case Study

Most Influential SMB CampaignGoal:

• Get influencers talking about us

Approach:

1. Develop unique algorithm (leveraging Little Bird)

2. Publish the list

3. Reach out:

• Influencers• Journalists

This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.

11#SMTLive: D&B Influencer Outreach Case Study

Results

This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.

12#SMTLive: D&B Influencer Outreach Case Study

Next Steps: Most Influential Sales/Marketing

This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.

Follow @Hoovers for an early January 2016 Launch

Thank you! Question: @tyr

Dustin Luther, Engagement Director: [email protected]

2016 Influencer strategyGoals: Provide audiences with valuable thought leadership content from a non-IBM voice Learn from knowledgeable influencers and inform our product and marketing

decisions

05/01/2023© 2015 IBM14

OBJ

ECTI

VES

GOAL

S

Relationships: Nurture/grow

Influencers into long term brand advocates

Content: Co-create rich thought leadership content

to tell the IBM story through influencer POV

Amplification/reach:Expand IBM thought

leadership in new whitespace communities

Account for 5-10% of influencer

shared content & track attributed

leads/clicks

Account for 20% of IBM channel

content (80/20 ratio)

Increase amplification at

IBM events (30%+ of event coverage)

Expand program to all 6 topic areas for

75 active influencers

Align all activities to campaigns

IBM Contribution: 86 MIL impressions Influencer Contribution: 161 MIL

impressions External (Other): 128 MIL impressions (est)

Share of Voice Breakdown

23%

43%

34%

Based on 376 MIL impressions

Influencer results: TED@IBM

New Way To Startup Competition & Webisode Series Radically different approach to showcasing products (IBM

Verse & Watson Analytics) in startup environment through a millennial web reality show to drive consideration/awareness with new audiences

• NWTS impressions (97.3M) were equal to 20% of total #NewWayToWork campaign impressions (472.4M) from March 13 – July 7, 2015

• Estimate that ~20% of Verse registrations came from NWTS during that time period

Numbers At A Glance

230,223Avg views per

webisode across YouTube, Facebook

& Twitter

1.84MTotal video views across YouTube,

Facebook & Twitter

97.3MTotal impressions

from or about NWTS teams, competition

& series

NWTS dedicated Facebook pg

outpaced normal IBM SB pg likes by

150%

#SMTLive

How Can Influencers Help your business?

Product Reviews

Leading Social Conversation

Writing Blogs

Keynoting Events

Authoring Books

Podcasts, Webinars and Tweetchats

Contributed Articles

@JulieZisman

#SMTLive

Define your Influencer Marketing Goals and Strategy

SHARE OF VOICE AND BRANDINGCreate programs to gain increases in social capital • Connect with members of an influencer network and then

measure: – The number of new influencers your company

connects with– The acceleration in growth of your social communities – The increase of engagement with social content– The number of connections you have within

an influencer network vs. a competitor

@JulieZisman

#SMTLive

Define your Influencer Marketing Goals and Strategy

LEAD GENERATION Create programs to drive highly qualified digital traffic• Connect and partner with influencers to educate their

audiences with co-created content and then measure:– The increase in inbound referral traffic– The response to promoted tweets advertising the

content using custom tailored audiences – The number of lead responses to co-created content

across all other marketing channels

@JulieZisman

#SMTLive

6 Mistakes to Avoid

Basing your influencer criteria purely on follower count.

Making a big ask at first contact.

Misquoting them or taking their content out of context.

Sending repeated automated responses or requests.

Asking for a product review without delivering any value.

Thinking that every engagement with an Influencer is free.

123456

@JulieZisman

#SMTLive

Join the Conversation…

Follow along and share your thoughts on

Twitter at #SMTLive

Submit your questions in the

GoToWebinarcontrol panel

#SMTLive

Our Speakers Dustin Luther, Director, Engagement, Dun & Bradstreet. @tyrA passionate marketing leader, Dustin gets a kick out of creating strategic stories that people feel compelled to share. In his current role with Dun & Bradstreet, Dustin has built a team of content, social media and event experts who drive marketing campaigns that “move the needle” and encourage their SMB base to engage with the Dun & Bradstreet brands.

Julie Zisman, Head of Marketing, Little Bird. @JulieZismanJulie Zisman is the Head of Marketing at Little Bird, an Influencer Marketing Platform that identifies the people, companies and organizations that shape market trends and buyer intent on Twitter. Julie joined Little Bird in November 2014 after serving more than a decade in marketing leadership roles at Showpad, Kontagent and Tealeaf.

Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts . @RobinCarey

Amber Armstrong, Program Director Commerce, Social and Mobile Amplification, IBM. @ambarmstrongAmber Armstrong leads digital amplification for IBM Commerce, Mobile, and Social divisions. She focuses on telling the IBM story externally and connecting with external influencers to surround the IBM story. She is passionate about employee advocacy and its power to empower IBMers to be the face of IBM to clients and partners.

#SMTLive

Thank You to Our Sponsor

@getLittleBird

#SMTLive

Upcoming WebinarDecember 15th

Predictions for 2016Featuring: Shel Israel

Brian FanzoBrent Leary

Gal Josefsberg

PLUSFree tickets to The Social Shake-Up and copies of Shel Israel’s book, “Lethal

Generosity.”