B2B Influencer Marketing Activation - Lee Odden
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Transcript of B2B Influencer Marketing Activation - Lee Odden
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Influencer Marketing Confidence
65%
ofbrandspar3cipateininfluencermarke3ng
eMarketer
59%ofmarketerswillincreaseinfluencermarke3ngbudgets
inthenext12monthsTomoson
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Influencer Engagement Opportunities
q ProductLaunchq EventPromo/onq BrandAwarenessq ProductAdop/onq CommunityBuildingq CrisisManagementq Partnershipsq ContentCrea/on
q Publicity/PR/Mediaq ContentCura/onq ProductDevelopmentq Compe//veAnalysisq LeadGenera/onq Advocacyq Referralsq IndirectSales
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So Why Are Companies Doing These Things?
ü Irrelevantoffers
ü Toomuchtoosoon
ü Shootfirst,asklater
ü Bait&switch
ü Makingitdifficult
ü Lackofexpecta3ons
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“InfluencerMarke/ngac3vatesinternalandindustryexpertswithengagednetworkstoco-createcontentofmutualvalueandachievemeasurablebusinessgoals.”
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Content Planning
Customer Segments Inform Personas
Map Topics/Keywordsto Buying Cycle
Map Influencers to Content
Optimized Content Plan (New): Site, Blog, Social Profiles & Networks
Off Site Content: Guest Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides)
Content Amplification
Attraction & Promotion
Social Profile Alignment: Messaging, Keywords
Influencer Content Promotion
Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr
Blog Optimization: Search, Social Shares
Social Network Engagement
Social Channel Promotions
Measurement &Optimization
SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results
Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation
Content KPI Measurement: Page views of Target Content, Actions from Target Content, Shares, Engagement, Links
Influencer KPI Measurement:Promotion, Reach, Engagement, Share of Voice, Sentiment, Tracked Referrals, Leads, Sales. Network Engagement, Shares, Referrals, Leads, Sales
Audits
Keyword Audit, Difficulty &Glossary
Content & Digital Assets Audit
Tech SEO Audit
External Link Audit
Social Media Audit
Competitive Audit
Internal and External Influencer Advocates
Program Implementation
Keyword Mapping to Content
Content Creation
Influencer Co-Creation, Curation, Repurposing
Content Optimization
WMT Crawl, Page Speed, Structured Data, HTML/Code, URLs, Internal Links
External Link Signal: Acquisition, Reclamation, Disavowal
Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs
Identify program objectives
Research market, competition, current situation
Develop integrated strategy
Research audience goals
Define target audience segments
Research topics, keywords, messaging themes
Influencer Research
Research &Strategy
Integrated Influencer Content Workflow
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3 Use Cases for B2B Influencer Content
Microcontent Campaigns CommunityShortformquotes,3psorinsightfromindividualinfluencersaddedtobrandcontentassets.
LongerformcontentcontributedbyindividualinfluencersoVenaspartofalargercampaign.
Dedicatedgroupofinfluencersthatcontributeavarietyofshortandlongformcontentforbrandcommunica3ons.
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Community
@IBMCommerceIBMhasenlisted50#NewWayToEngageFuturists:Trustedexternalthoughtleaderswitharecordofinnova3on.
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The Science of Influencer Content Theme
Analyze Insights
Iden3fy Qualify Recruit
Tips/Quotes Interviews
Infographic SocialShares SocialGraphicseBook(s)
Audio/Video
Collect
Create
Publish
Pitch
Promote
Repurpose
Events
Audience BrandGoals
Email Phone/Skype Forms
Website BrandBlog ContentMarke3ng
BrandSocnets Influencers SocialAds/PPC Email
IndustryBlogs IndustryMedia
InfluencerBlog
Iterate/Op3mize
Medium LIPulse Modular
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The Art of Influencer Content
Ac/vateIden3fyQualifyRecruit
Co-CreatePickThemes,Collect,Create,Publish
AmplifyInspireSharing
Op3mizeSocializePublicizeAdver3se
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Amplify
Tools:GoogleURLBuilderBit.lyClicktoTweetBuffer
Let’ssharethiscontentwemade
together!
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Let’s Review:
Ac/vate Co-Create Amplify
Theme/GoalListenWIIFTI?RelevantIncommonEngage/Invite
Theme/GoalAlignMediaMakeiteasyMakeitgreat
Theme/GoalExpecta3onsAlignChannelPreviewPre-writeLastcall
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The Ultimate Meta in B2B Influencer Marketing
eBookPairedMajorBrandsandIndustryInfluencers
Ac/vate Co-Create AmplifyCitrixCiscoClevelandClinicSAPMicrosoVLinkedInWorkfrontDellOracleHubSpotMarriojSalesforce
Interview:EmailPhoneIn-PersonEventatCMWorldPhotographerAccountManagerContentManagerDesignersCopywriters
PreviewLaunchPrewrijensharesBlogpostsBrandsocialInfluencersocial
“InfluencerMarke/nginRealLife”
Source:Traackr(client)
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Influencer Marketing at Scale: Tools & Platforms
Image:CMO’sGuidetoInfluencerTechnology
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Influencer Marketing Tools. So Hot!
Iden3fyQualify
Recruit
ManageEngage
Measure
Op3mize
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Influencer Marketing Specialty Tools
@keyholeco @BuzzSumo @followerwonk @Nimble
@Zoomph @Ground_Signal @PitchboxApp @socialrank
Brand
Influencers
Tool
twijer.com/winfluencermktg/lists/influencer-mktg-tools/
Agency
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BuzzSumo.com TwiYerInfluencers:Searchbytopic,addtooutreachlistAudienceBuilder:Findwhosharedlinksonatopicorfromanydomainname.Sortbyauthority,addtooutreachlist.OutreachLists:Seelinkssharedandanalyze:whodotheysharemost?TopAuthors:Searchbytopicordomaintoseeauthorswithmostsocialimpactfromblogposts:Ar3cles,AverageShares,TotalShares,ViewTopPosts
TopRankMarke3ngisaBuzzSumoclient
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Keyhole.co TrackEventHashtag,@account,keyword:Graphicaltrendofposts,users,reach&impressionsfromTwijer&Instagram.SeeTopPosts:Wordcloudhashtags&keywordsListTopInfluencers:SortbyPosts,Engagement,Followers,Impressions,OverallExposure.TopDomains&Media:Viewmostshareddomains,pages&images.
hjp://tprk.us/rea3mempb2b
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Brandwatch - Audiences SearchTwiYerBiosorContent:FindAuthors:InfluencerScore,Followers/Following,Profession,Interests,CommonKeywordsTrending:Last24hourstopimages,hashtags,storiesSegmenta/on:Visualizehowyouraudienceissegmentedintocommuni3esbasedoninterac3ons.
TopRankMarke3ngreceivesaccesstoBrandwatch
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Influencer Marketing Marketplaces
@intellifluence @SWAY_Marke3ng @fango_me @webfluen3_al
@tapfluence @Collec3veBias @Crowdtap @grapevinelogic
Brand/Agency
Influencers
Marketplace
twijer.com/winfluencermktg/lists/influencer-marketplaces
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webfluential.com CreateCampaignBrief:Describeyourbrandanddefineproject.SearchforInfluencers:Globalmarketplaceofinfluencers–searchbymarket,category,age.CampaignManagement:Twijer,FacebookandBlogfocused–budget,workflow,assignments,3melineandtracking.Repor/ng:Summary,channeldata,reachandengagementdata.
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tapinfluence.com SearchMarketplacebyAudienceCriteria:Seelistofmatchinginfluencers,audiencedata,reach,CPEandpricing.ManageInfluencerPrograms:Coordinatecontentcalendar,crea3on,review/approval,schedulingandpromo3on.Analy/cs:AssignmediavaluestodetermineprogramROI.Reach,views,engagement.
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Influencer Marketing Platforms
@traackr @scribblelive @onaly3ca @grouphigh
@getLijleBird @ShelfInc @MavrckCo @Markerly
twijer.com/winfluencermktg/lists/influencer-mktg-plaporms/
Brand/Agency
Influencers
MutualGoals
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getlittlebird.com Iden/fyTwiYerNetworks:Usetopics,hashtags,keywordsorimportalisttoanalyzefortopicsandtrends.List,EvaluateandQualifyInfluencers:Iden3fyinfluencersandcompanies,reviewreachandrelevance.MonitorInfluencerContent:Trackinfluencercommunitycontentandsharefromtheplaporm.ReviewPerformance:Twijernetworkandengagement.
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grouphigh.com FindInfluen/alBloggers:Importorusetheblogsearchenginetofindandsiteresearchtoolstoevaluateblogpartners.InfluencerCRM:Managerela3onshipswithfolders,contacts,lists,segments,filteringandcontentra3ngs.TrackSocialData:Collectdataonposts,Tweets,Instagramposts,andYouTube.Repor/ng:Traffic,postsocialengagement,impressionsandGoogleAnaly3csintegra3on.
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traackr.com ResearchInfluencers:Globalsearchofprofilesorcontent.Oruploadinfluencers.
InfluencerRela/onshipManagement:Rankinfluencers,sortbyrelevance,resonance,reachandaudience.Trackcontentforinfluencersorspecificprojects.
Ac/vityandEngagement:Monitorinfluencercontentandengagefromtheplaporm.Visualizenetworkrela3onships.
Measure&Report:Trackinfluencerrela3onships,reportbrandmen3ons,influencerengagement&impact.
TopRankMarke3ngreceivesaccesstoTraackr
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6 Steps to B2B Influencer Content Hotness
① PickTopics&BuildtheContentPlan② Iden3fy,Qualify&RecruitInfluencers③ Collect,Co-Create&PublishContent④ InspireContentPromo3on⑤ Measure,Report&Repurpose⑥ EvolvetheInfluencerRela3onship
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1. Pick Topics & Build the Content Plan
Whatthemeortopicareyoupromo3ngforyourbrand/product?
Maptopicstoyourcontentplanandwhereitmakessensetoincludesocialinfluencers.
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2. Identify, Qualify & Recruit Influencers
Brainstormwithyourexecu3ves,sales&PRUseaninfluencersearchengine(BuzzSumo,FollowerWonk)Importtoaninfluencerplaporm(likeTraackr)
1.Matchyourtopicswithinfluencerstalkingaboutthem.
2.Follow,comment,reply,like,favorite.
3.FindcommonInterestsandinviteco-crea3on.
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“Pitch” Email Example
• Personalize• Establishcredibilityandcontext• Besuccinct,gettothepoint• Tapintoego,aspira3on• Showhoweasyitis• Illustratesubstan3albenefits• ShareopportunityandCTA
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Content Collaboration Scenarios
BrandCreated:QuotesSocialContent/SharesShortInterviewLongInterviewBlogPosts,EbooksVideo/VisualContentEventsContributedAr3clesContests
InfluencerCreated:SocialContent/SharesProductReviewsBlogPostsVideos/VisualContentEventPresenta3onsWebinarsEndorsements
Co-Created:TwijerChatsEventPanel/Presenta3onWebinareBooks/SlideShareVideos/VisualContent
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“Ask” Email Example
• Showthespecialnessoftheopportunity
• Explainsuccinctlywhattodo• Createsenseofurgency• Provideanexample,template
and3meline• ProvideaCTA• Offertohelp
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4. Inspire Content Promotion
• Promoteonsocial• Emaildistribu3on• Crosspost• Op3mizeforkeywords• Inspireinfluencers
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Make Sharing Easy
Pre-wriYenshortmessagesforsocialshares Embedcodetoincludeebookinablogpost
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5. Measure, Report & Repurpose
ConvertReachSearchVisibilitySocialNetworkVisibilityInfluencerPromo,onViews&ImpressionsTrafficContentDistribu3onMedia&BlogPlacementsBrand+AffinityBrandSen3ment
ContentConsump/onPageViewsClickThroughRateInfluencerInterac,onSocialNetworkSizeSocialInterac3onsContentInterac3onsComments,SharesTimeonSite,ContentPathsThroughSite
FormDataCapturedNewslejerSubscrip3onsDemo&TrialRequestsNewInfluencersContactUsOrders- OrderVolume- OrderFrequency- LengthofSalesCycle- RevenuePerOrder
EngageAYract
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Influencer Relationship Management InfluencerRela3onshipFunnelBrandMen3ons,SOV
TopImpacters,Engagers
InfluencerMarke3ngPlaporm:Traackr–ATopRankMarke3ngclient
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Repurpose Influencer Content
LongFormatBlogPost
Infographics
IndustryAr3cle
Micro-ContentSmallFormatContribu3ons
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6. Evolve the Influencer Relationship Romance!• Followandmonitoronsocialchannels
• Listenforopportuni3estobethoughpul
• Reachoutwithopportuni3es• Sendconsultantsreferrals• Engageinsmallprojects• Engageinlargerprojects• Partner,hire,acquire
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Deluxe Influ-romance with Robert Herjavec
SharkTank’sRobertHerjavec&DeluxeChiefBrandOfficer,AmandaBrinkmanWithWinner,NiceSpiceofMinneapolis
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Takeaways
1.
2.
3.
Ac/vate:Iden3fyanInfluencerMarke3ngplapormandstartresearchingandengaginginfluencesBEFOREyouneedthem.
Co-Create:Doyourhomework!Berelevantinyourask,personalizeandleadwith“What’sinitfortheinfluencer”first.
Amplify:Makeiteasyandcompellingforinfluencerstosharetheamazingcontentyoucreatedtogether.Everybodywins!