How is Social Influencer Marketing relevant to B2B? As with the consumer industry, buyers in B2B follow, listen and trust individuals across social media that have a strong share of voice in their domain of interest. This document takes you through the What, How and Why.

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SOCIAL
INFLUENCER
MARKETING THE WHAT, WHY AND HOW
IN B2B MARKETING.
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3. 3
WHAT
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Influencer Marketing
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The Content Marketing Institute defines
influencers as: People who have an
established credibility and audience;
who can persuade others by virtue of
their trustworthiness and authenticity.
Social
On Social Media

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“Digital revolution has amplified and
accelerated its reach to the point where
word-of-mouth is no longer an act of
intimate one-on-one communication. Today
it operates on a one-to-many basis.”
McKinsey & Company
Influencer marketing has
been around for years!
What’s changed?
5

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HOW IS THIS
RELEVANT TO B2B?
As with the consumer industry, buyers
in B2B follow, listen and trust individuals
across social media that have strong
share of voice in their domain of interest.
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THIS IS WHAT A
B2B INFLUENCER
LOOKS LIKE…
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Kerry Butters – Tech & Social Media Influencer and Blogger
Audience: 300,000 / Twitter: 277,001 / LinkedIn: 500+ / Facebook: 3,658 likes
Paul Taylor Brom – Huge enthusiast of digital leadership and never far away
from social media. Specialties: Customer Experience, Customer Engagement
Audience: 18,000 / Twitter: 17,300 / LinkedIn: 500+
Chris Gledhill – FinTech, Banking and the future of financial services
Audience of 26,000 / Twitter: 25,428 / LinkedIn: 500+
Simon Porter – Insights into how IBM and IBM Partners
bring value with IT, cloud and analytics
Audience of 71,000 / Twitter: 70,175 / LinkedIn: 500+

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WHY
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“90% of consumers trust peer
recommendations. Only 33% trust ads*.
Even less trust you as a vendor.”
*Nielsen Research
Buyer trends in B2B stem
from our behaviours as
consumers.
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What are the most trusted
information sources when
researching purchase decisions?
95%
*IDC, March 2015. US B2B Professionals
PEERS AND
COLLEAGUES
No.1
No.2 INDEPENDENT
SOURCES 86%

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THE TIME IS NOW
The y axis represents the propensity for
B2B buyers to respond to social influencer
marketing. This continues to increase as
peer opinion becomes more accessible
across social media.
The x axis demonstrates the level of
adoption by B2B sellers. The curve shows
that as B2B sellers saturate the influencer
channels, the engagement levels begin to
decrease (remember email? ).
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B2C Norm B2B Pioneers B2B First Movers Late Adopters Market Exhausted
ADOPTION BY B2B INDUSTRY
BUYERRECEPTIVENESS
We are here...
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YOU GET MORE
REACH AT A
LOWER COST!
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We took our agency standard metrics and compared
the impact of social influencer marketing with paid
display when publishing a single content asset.

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INFLUENCER MARKETING METRICS
On average we onboard 5x Influencers into a
content syndication programme with an average
audience of 15,000 (total audience of 75,000).
We provide 1 week exclusivity over which the
influencer is expected to publish at least 5 posts
linking to the content (25 posts in total).
IMPRESSIONS: 1.875M
COST: £8,000*
CLICK RATE: 0.6%
CLICKS: 11,250
COST PER CLICK: 71P
*Identification and influencer
engagement agency fees.
EQUIVALENT DISPLAY METRICS
The below metrics are based on achieving
the same number of impressions through
paid display.
IMPRESSIONS: 1.875MCOST: £5,850*CLICK RATE: 0.08%CONVERSION TO CLICK: 1,500
COST PER CLICK: £3.9*Based on achieving the impression number @
£3.12 per mil

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HOW
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1FIND YOUR
INFLUENCERS
Combine an influencer identification tool with a set of keywords
that define your audience and market, to form a shortlist of social
influencers that resonate with your audience.
Define your shortlist using the following criteria:
• Size of social audience
• Relevance of social platform
• Audience profile• Engagement in content

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2BUILD YOUR VALUE
EXCHANGE
Give them something awesome to share with
their network.
Social influencers are looking for ways to build their
profiles. If you can help them achieve this, they are
more likely to engage with your brand and help you
publish content that you create together.
Make sure the value exchange is clear and a contract
is signed by both parties – or your metrics fall down!
Some examples of ‘awesome’ content are:
• Inclusion in high profile research papers
• Participation in building online
analyser tools
• Exclusivity over new product
knowledge & releases
• Participation in events as a panelist
or speaker

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3ONBOARD YOUR
INFLUENCERS
Reach out to your target influencers one-by-one, through
their preferred social channel, to request their participation in
your campaign.
Influencers respond best to a long-term engagement, where they
can take part in multiple initiatives. Try using an infographic which
outlines the value exchange from the start.
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WE NEED THE 4 TOP INFLUENCERS IN B2B CX.
THAT MEANS WE NEED YOU.
As a top UK CX practitioner and influencer,
we’d love you to be the first to join the
Oracle CX Influencer Programme.
WHAT’S IN IT FOR YOU?
Each individual initiative will be co-created, and its outputs co-branded.
In practice, here’s what you can expect to achieve from it.
REACH – your expert opinion shared with thousands of
CX professionals
REPUTATION – you are positioning as a Top 4 CX influencer
RIGHTS – exclusive opportunity to share outputs with your
followers and communities
INSIGHT – first sight of programme outputs for your own reports
and thought leadership pieces
INFLUENCE – your opportunity to shape the future of CX in the UK
INSIDER ACCESS – to follow CX thought leaders and to all
programme collateral
OPPORTUNITY – to be included in research project, webinars,
roundtables and content pieces
HOW DO YOU GET
INVOLVED?
By contributing to our launch project, a
major piece of research from CCA that
investigates how effectively organisations
are engaging audiences and improving the
customer experience using digital technolo-
gies. We’d like to make the report the go-to
read for the B2B CX community.
Hit reply or email me
[add address or link] and
I’ll take you through the next steps.
We’d like to get your views on
the report over the next 2 weeks
so do please get in touch.
WHAT’S IN IT FOR US?
• Help turn an important report into
influential and essential reading for
CX professionals
• Help to ensure the report is shared as widely
as possible to the most relevant audiences
• Shape the agenda of the CX Influencer
Programme
• Impact the direction of the CX profession
• Help the CCA and Oracle to refine and
develop the products that will best meet the
needs of the profession
WHAT IS THE ORACLE
CX INFLUENCER
PROGRAMME?
The programme is an ongoing partnership between
leading CX brands and individuals, designed to
harness their collective knowledge, experience,
expertise and opinions through networking events,
research projects, webinars, roundtables, content
pieces and more throughout the year. Outputs will
be shared with CX managers across the profession.
Copyright © 2015 Oracle and/or its affiliates. All rights reserved.
ORACLE CX INFLUENCER PROGRAMME
Example value exchange infographic
from an Oracle research campaign
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4CO-CREATE FRESH
CONTENT
We take a co-creation approach to content. Influencers will be more inclined to share content that
includes their name, face and headline – so get it incorporated into your content design early on.
Your content needs to be fresh, vendor neutral and exciting!
Example research report co-created with Oracle, 5x Influencers and the CCA.

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5PUBLISH &
MEASURE
Give influencers 1 week exclusivity to promote
the content via their networks. To encourage your
social influencers to publish your content provide:
• Personalised links through to the gated assets
• A calendar of social posts with imagery
• Social content such as infographics and video
Use technologies to measure your reach for each
influencer, such as trackable links, conversion pixels
and hashtags.
Example infographic provided to influencers to promote a report – when sliced
up also provides social imagery.
64% of organisations surveyed agreed or strongly agreed that they
a digital strategy in place agreed by their board
Martin Hill-Wilson
Mike Havard
Paul Scott
Simon Foot
John Smith
EMBRACING A DIGITAL STRATEGY
MAKING THE CASE FOR INVESTMENT
64%
Six considerations for your
Customer Experience
Digitisation Strategy
THE CCA, ORACLE AND 5 INDUSTRY EXPERTS
HAVE THEIR SAY

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GET
STARTED
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GET STARTED
MOI Global run influencer programmes for some
of the world’s largest technology companies. To
get the most out of your marketing campaigns why
not lean on our experiences. Get in touch to see how
we can help:
Matthew Stevens, Business Director, Global
Matthew.Stevens@moi-global.com
07899 944228
@AgencyMatt

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