Community and Global Visibility: Influencer Marketing on a Global Scale
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Transcript of Community and Global Visibility: Influencer Marketing on a Global Scale
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Community and Global Visibility
Mark Miller, Senior Storyteller, @EUSP
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Mark Miller, @eusp
Senior Storyteller
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NothingButSharePoint
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My SharePoint Destinations
InternationalMontrealOttawaTorontoBirmingham, UKLondonNottingham, UKDubaiSydneyCanberra, AUWellington, NZPhilippinesBeijingShanghaiSwitzerlandFranceUruguayArgentianChileAntarctica
United StatesVirginiaMichiganFloridaDenverNew York CitySan FranciscoLos AngelesWashington DCBaltimorePhilidelphiaBoston
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Agenda
A case study in marketing to the global SharePoint Community
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The “Five” Step Process
1 2 3 4 5
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The purpose:Raise awareness, build trust, develop relationships, in order to… sell
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The theory:Trust based selling.
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Why YOU want to build community
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A Brief History
Global 360, EndUserSharePoint
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The Company
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The Problem: Visibility/Credibility
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The Solution
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The Outcome
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The Outcome
July 2011
$260,000,000OpenText acquires Global 360
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The Five Step Process
How We Did It
1 2 3 4 5
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Create your “story”
1
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Find your market influencers
2
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Align with the “Big Dog”
3
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Drive activity around your story
4
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Make everyone a marketer
5After
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And now… the rest of the story
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Create Your Story
What are you REALLY about?
1
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“If you own the story…you get to write the ending.”
― Brené Brown
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“What is the REAL story?”Apple | Zappos | Amazon
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Seriously… what is YOUR story?
It is NOT about the technology
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Find Your Market’s Influencers
Influencer50 Project
2
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The Influencer Metamorphosis
31
The Influencer landscape has changed considerably over the past decade,
Key influencers are no longer an easily targeted single group.
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Who are the Influencers?
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What is Influencer50?
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Segment the Influencers
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Influencer Campaign
1 Learn who the influencers are. Don’t guess.
3
2 Create an Influencer Plan. Corporate Wide.
4
Embrace individuals. Engage their passions.
Track and monitor regularly. Re-audit in 12 months.
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Incremental Rollout
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Outcome
Received global visibility through external blog posts, articles and mentions on other sites
Global 360 received exponential increase in number of hits to site
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You have a story.You have an audience.Now what?
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Align with a “Big Dog”
3
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Local
RelationshipsCity by City
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National
RelationshipTreat like a major client
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Drive Awareness and Activity
Create value for everyone
4
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Drive Awareness: External Sites
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Drive Awareness: Digital Destinations
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Drive Awareness: Videos
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Drive Activity: Trade Shows
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Drive Activity: Web Casts
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Drive Activity: eBooks
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Drive Activity: Survey
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Drive Activity: Response to Survey
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Make everyone a marketer
Engage the entire company
5
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Everyone is a Marketer
Before
IOS
Maintenance
After
Accounting
Order Fulfillment
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Email Signature
Best Regards,Mark Miller, Social Media and Community Strategist
PS: Have you hear the sad, true story of ‘Ira the Invoice’?
Recent Speaking Engagements-- Dubai, United Emirates-- Africa - Johannesburg|Cape Town|Nairobi -- South America - Argentina| Uruguay |Chile-- Antarctica (Yes, Antarctica!)-- Canada – Montreal | Toronto-- UK – London | Birmingham | Nottingham-- USA - San Francisco| Boston | New York | Washington DC | Denver-- Southeast Asia - Beijing | Hong Kong |Singapore | Ho Chi Minh City | Manila-- Sydney, Australia | Wellington, New Zealand
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Personal Note
“Thank you for saving a life today.”-- Personal note on bill to hospital
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Summary
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The “Five” Step Process
1 2 3 4 5
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Create your “story”
1
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Find your market influencers
2
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Align with the “Big Dog”
3
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Drive activity around your story
4
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Make everyone a marketer
5After
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Now, it’s your turn.
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Community and Global Visibility
Mark Miller, Senior Storyteller, @EUSP