MarketingProfs B2B 2012 (#mpb2b) - Social Media Influence - Alan Belniak - Paul Gillin
43
#mpb2b @abelniak and @pgillin 1 source: http://www.flickr.com/photos/8533266@N04/4457182603/
-
Upload
alan-belniak -
Category
Business
-
view
1.856 -
download
0
description
B2B buying, the importance of identifying and engaging online influencers to spread the word about your business has grown. But how do you figure out who has influence and how do you engage them to share a positive message? Approaching and cultivating knowledgeable influencers requires a different approach than working with traditional journalists. So, in this interactive session we'll discuss what to look for when seeking online influencers, and which strategies deliver productive engagement and meaningful relationships. Plus, we'll cover suggested metrics for determining the impact of your influencer relations on the bottom line. Bring your challenges and questions to discuss with the group.
Transcript of MarketingProfs B2B 2012 (#mpb2b) - Social Media Influence - Alan Belniak - Paul Gillin
#mpb2b @abelniak and @pgillin 1
source: http://www.flickr.com/photos/8533266@N04/4457182603/
@abelniak and @pgillin 2 2
What We’re Talking About Who We Are
What Is Influence, And Why Does It
Matter Tools of The Trade
Questions
#mpb2b
@abelniak and @pgillin 3 3
A marketing technologist and Digital marketer + practitioner, with deep strengths in social media Current Role Global Director of Social Media at
PTC B2B software, long sales cycle, high
switching costs Why IR Matters to Me People rely more on what analysts
and practitioners say than what we say
#mpb2b
@abelniak and @pgillin 4 4
Writer, speaker, B2B social marketing strategist Author of four books on social
media marketing Advisor to IBM on digital
marketing for midsize businesses Trainer, Profitecture social media
boot camp
Why IR Matters to Me It’s a core element of any successful
social media marketing program
#mpb2b
@abelniak and @pgillin 5 5 source: Sean Moffitt, BuzzCanuck
Desire to
Influence
Others
Brand Engagement
Pa
ssiv
e
Act
ive
Reject Favor
Traditional Influencers Authoritative 3rd parties, community leaders, press, gov’t.
Haters Lovers
Critics Enthusiasts
Skeptics Mainstream
Dismissers Followers
#mpb2b
@abelniak and @pgillin 6 #mpb2b
@abelniak and @pgillin 7
•Cupboards Kitchen and Bath •Details and Design •Gold Notes •Johnny Grey •KitchAnn Style •Kitchen and Residential Design •Kitchen Clarity •Kitchen Design Notes •Kitchen Design Trends •Kitchen Solutions •Kitchen-Exchange •PamDesigns •Susan Palmer Designs Blog •The Blog of Kitchen Designs by Ken Kelly •The Kitchen Designer •useful spaces •Stagetecture •Coffee with an Architect •Life of an Architect •Living Well in Westchester •Sarah Susanka, FAIA •Andie Day •DesignTies •Mpression Design Blog
•Nest by Tamara •Sara Baldwin Design •Velvet & Linen •Appliance Buyer's Guide •Appliancist •Decorating Diva •Design Commotion •DIYdiva | •european-kitchen-design.com •From the Floors Up •Hooked on Houses •John Bridge Tile Forum, •K+BB •kbculture •Kitchen Design Think Tank •Modenus, Interior Design Resource •Retro Renovation •The Granite Gurus •The Steampunk Home •Things That Inspire
#mpb2b
@abelniak and @pgillin 8 8
#mpb2b
@abelniak and @pgillin 9 9
Started blogging 2006 48,000 daily visitors 1 million monthly page views Covered in Hachette Home, Wedding
Flowers, Adore, Mollie Makes, Family Circle, Lonny, Canadian House & Home, Red, InStyle, Easy Living, Your Home, Real Living, Good Housekeeping, Homestyle, Brigitte and La Petit magazines
And that was just in 2011 Her book, Decorate, was the #1
interior design book on Amazon for seven months
#mpb2b
@abelniak and @pgillin 10 10
Estimated monthly traffic: 73,000
Google Indexed pages: 6,560
Alexis ranking: Top .12%
Links from 13,195 sites
40,000 unique monthly visitors
Avg. post retweeted 129 times
New York Times citations: 6,510
Newsletter subscribers: 150,000
#mpb2b
@abelniak and @pgillin 11 11
Word of Mouth Awareness
#mpb2b @abelniak and @pgillin 11
@abelniak and @pgillin 12 12
Early Warning
#mpb2b @abelniak and @pgillin 12
@abelniak and @pgillin 13 13
Advice
#mpb2b @abelniak and @pgillin 13
Market Wisdom
@abelniak and @pgillin 14 14
Make it personal Treat influencers as you would media But remember they aren’t traditional media Make your contacts meaningful and positive Offer something of value Follow through Expect to be challenged
#mpb2b @abelniak and @pgillin 14
@abelniak and @pgillin 15 15
• Don’t wait till you’re on fire to engage • Read, comment, understand • Reach out with something of value • Play to ego, interests • Engage before you pitch
#mpb2b @abelniak and @pgillin 15
@abelniak and @pgillin 16 16
Dear <blogger name>: I'm a big fan of your site, <blog title>, and think you provide a tremendous value to the construction trade. I would like you to know about a new site we have just launched...
Wrong
Right
Dear Susie: GreenBuildingElements.com is a must-read for us here at Energy Efficient Solutions. We particularly like your focus on designing homes with sustainability in mind. I have personally recommended your Green Building 101 Series to several of my colleagues as examples of how the process of building green homes can be fundamentally rethought. As you wrote recently, "It all starts with the foundation. So let’s start from the beginning."
#mpb2b
@abelniak and @pgillin 17 17
Invite them into the club Offer links or small promotions Exclusive access Special events MODEST discounts, giveaways, trials Affiliate programs
#mpb2b @abelniak and @pgillin 17
@abelniak and @pgillin 18 18
“Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.”
In B2C market, influencer relations successes include: Molson Beer Toro Lawnmowers Zarafina Tea PBS Parents magazine
Goal Turn customers into fans
Tactic Recruit 10 prominent bloggers for access, trials
Metrics Blog posts, videos, tweets, traffic
Results One video received 320,000 views 6,200 downloads of Facebook app Many blog entries Program renewed for second year
Quote “12 months of relationship building, meetups and feedback gathering has changed the way we think, act and plan our communications and events.”
-Ken Kaplan, Intel
#mpb2b
@abelniak and @pgillin 19 #mpb2b
@abelniak and @pgillin 20 20
#mpb2b
sources: http://www.snpros.com/twitter/chrisbrogan ; http://www.snpros.com/twitter/pgillin ; http://www.snpros.com/twitter/abelniak ; http://www.snpros.com/twitter/justinbieber
@abelniak and @pgillin 21 21 #mpb2b
@abelniak and @pgillin 22 22
#mpb2b
@abelniak and @pgillin 23 23
#mpb2b
source: http://en.wikipedia.org/wiki/867_5309
@abelniak and @pgillin 24 24
#mpb2b
@abelniak and @pgillin 25 25
#mpb2b
@abelniak and @pgillin 26 26
Run the name through Google (sometimes with a company name or one other word that helps describe them). I look at the first page of results. What’s at the top? If it’s a link to a social site, then they are prolific
online. Blog? Ditto.
I look at them on LinkedIn (for NA; Xing or Viadeo for eastern Europe) Do they have a lot of connections? Any recommendations?
I search for them on Twitter.
Are they there? How long? What do they tweet about? Who follows them, and vice versa?
If they have a site or a blog, I gauge the traffic to that web property….
Alexa: http://www.alexa.com/ Quantcast: http://www.quantcast.com URLFan: http://urlfan.com/ Compete: http://compete.com/ Popuri.us: http://www.popuri.us/
If they are on Twitter, I use a few tools to gauge impact, reach, and influence…
Klout: http://www.klout.com Twitalzyer : http://twitalyzer.com/ Twitter Grader: http://twitter.grader.com/
#mpb2b
@abelniak and @pgillin 27 27
Search their name:
top spot appearances
‘owned’ by them
What are they talking about?
Public speaking? Content creators? Frequency?
#mpb2b
source: http://lmgtfy.com/
@abelniak and @pgillin 29 29 #mpb2b
source: http://www.subjectivelyspeaking.net/2010/08/20/why-your-twitter-follower-count-matters-why-your-twitter-follower-count-doesnt-matter/
Followers, following, the ratio Age of the account Topics Size up an account quickly…
picture
bio
recent past tweets
follower/following counts
ratio: broadcaster, lurker, or sharer
how long they’ve been on Twitter
@abelniak and @pgillin 30 30 #mpb2b
sources:https://followerwonk.com/analyze/abelniak?op=fl ; http://tweet.grader.com/abelniak
@abelniak and @pgillin 31 31 #mpb2b
Twitter Grader
you’ve already seen a bit
Twittercounter
not much for influence, but good data
Tweetstats
find out when your influencers are online and tweeting
Followerwonk
more later on Followerwonk
@abelniak and @pgillin 32 32 #mpb2b
Number of connections Recommendations Groups they are in Earned ‘expert’ status
@abelniak and @pgillin 33 33 #mpb2b
sources :http://www.linkedin.com/in/cchapman ; http://www.linkedin.com/in/abelniak
@abelniak and @pgillin 34 34 #mpb2b
HootSuite Twitter Resource Analyzer
As seen on OblongPixel
sources: http://www.HootSuite.com (insight tool) ; http://oblongpixel.com/pixelblog/?p=156
@abelniak and @pgillin 35 35 #mpb2b
sources: http://www.HootSuite.com (insight tool) ; http://oblongpixel.com/pixelblog/?p=156
@abelniak and @pgillin 37 37 #mpb2b
source: http://socmetrics.com/docs/usecases?which=1
@abelniak and @pgillin 38 38 #mpb2b
source: http://login.radian6.com (behind access wall)
@abelniak and @pgillin 39 39 #mpb2b
source: http://www.Followerwonk.com
@abelniak and @pgillin 40 40 #mpb2b
source: http://www.socialmediaexplorer.com/online-public-relations/influencer-identification-tools/
@abelniak and @pgillin 41 41
#mpb2b
sources: http://www.flickr.com/photos/graye/30561751/ and http://www.flickr.com/photos/28346908@N08/2640991550/
@abelniak and @pgillin 42 42
Influence
Is online and offline
Comprised of different variables
Influencers
Aren’t always who you think they are
Hang out in lots of places
Are people, too
Absent context, numbers are just squiggly lines
The temperature isn’t the weather
#mpb2b
@abelniak and @pgillin 43
Alan Belniak
@abelniak http://www.abelniak.com
Paul Gillin
@pgillin http://gillin.com/blog/
#mpb2b
