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It's Who You Know: Influencer Marketing Now 12.10.15

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With viral word-of-mouth recommendations outpacing traditional advertising efforts, there’s no greater buzzword right now than influencer marketing. Yet most influencer marketing news focuses on B2C brands, ignoring the fact that influencer marketing is just as important an investment for B2B companies. In this webinar, we’ll use a B2B case study to look at ways your small business can leverage experts in the field for a better company both internally and externally, from content creation to relationship building.

Join us as our panelists discuss:

why influencer marketing is a crucial way to stay relevant and informed in your industry;
how to find context for your brand and a place to start looking for influencers;
a specific case study that will give you ideas to start your own program;
and tips for measuring results and determining ROI of influencer marketing.

Publicado en: Empresariales
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It's Who You Know: Influencer Marketing Now 12.10.15

  1. 1. It’s Who You Know: Influencer Marketing Now #SMTLive
  2. 2. #SMTLive Thank You to Our Sponsor @getLittleBird
  3. 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  4. 4. #SMTLive Our Speakers Dustin Luther, Director, Engagement, Dun & Bradstreet. @tyr A 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. @JulieZisman Julie 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. @ambarmstrong Amber 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.
  5. 5. D&B Influencer Outreach Case Study #SMTLive Dustin Luther, Engagement Director Connect: @tyr December 10, 2015
  6. 6. Getting Started: Selling Influencer Outreach to Execs
  7. 7. 7 Selling Influencer Outreach to Execs Influencer outreach can be the critical element of: • Successful lead generation • Thought leadership • Employee engagement • Product launches • SEO campaigns #SMTLive: D&B Influencer Outreach Case Study 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. 8. 8 Strategies to Drive Online Leads & Sales Paid: SEM & Direct Response • Online ads • Email Free: SEO • Onsite • User Engagement • Offsite (Inbound Links / Social Engagement) — Influencer Outreach Can Drive Offsite SEO Success #SMTLive: D&B Influencer Outreach Case Study 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.
  9. 9. Case Study: Most Influential SMB Campaign
  10. 10. 10 Most Influential SMB Campaign Goal: • Get influencers talking about us Approach: 1. Develop unique algorithm (leveraging Little Bird) 2. Publish the list 3. Reach out: • Influencers • Journalists #SMTLive: D&B Influencer Outreach Case Study 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. 11. 11 Results #SMTLive: D&B Influencer Outreach Case Study 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. 12. 12 Next Steps: Most Influential Sales/Marketing #SMTLive: D&B Influencer Outreach Case Study 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
  13. 13. Thank you! Question: @tyr Dustin Luther, Engagement Director: dluther@dandb.com
  14. 14. 2016 Influencer strategy Goals:  Provide audiences with valuable thought leadership content from a non-IBM voice  Learn from knowledgeable influencers and inform our product and marketing decisions OBJECTIVESGOALS 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
  15. 15.  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
  16. 16. 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 230,223 Avg views per webisode across YouTube, Facebook & Twitter 1.84M Total video views across YouTube, Facebook & Twitter 97.3M Total impressions from or about NWTS teams, competition & series NWTS dedicated Facebook pg outpaced normal IBM SB pg likes by 150%
  17. 17. #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
  18. 18. #SMTLive Define your Influencer Marketing Goals and Strategy SHARE OF VOICE AND BRANDING Create 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
  19. 19. #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
  20. 20. #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. 1 2 3 4 5 6 @JulieZisman
  21. 21. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  22. 22. #SMTLive Our Speakers Dustin Luther, Director, Engagement, Dun & Bradstreet. @tyr A 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. @JulieZisman Julie 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. @ambarmstrong Amber 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.
  23. 23. #SMTLive Thank You to Our Sponsor @getLittleBird
  24. 24. #SMTLive Upcoming Webinar December 15th Predictions for 2016 Featuring: Shel Israel Brian Fanzo Brent Leary Gal Josefsberg PLUS Free tickets to The Social Shake-Up and copies of Shel Israel’s book, “Lethal Generosity.”

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