Influencing the Influencers
A MassTLC Social Media Cluster Presentation
Alan Belniak / @abelniak
January 31, 2012
2
 An age-old issue with a shiny new name
 We make stuff. People buy stuff.
People are skeptical of us talking about
our...
3
 30 years ago, the main groups of people that
published opinions (and influenced) were
analysts and major media publica...
4
Publication Proliferation = Stratified Credibility
Control
Credibility
“Traditional”
Media Coverage
Advertising
“Brand
J...
5
How is PTC Responding to This Shift?
The PTC Story is Evolving
 Product-centric  solutions-oriented storytelling
 A c...
6
 List of Tier 1 influencers and publications, per geography
– shared among all PR/corporate communications staff
 Traa...
7
 Speed affects the ability to influence an editor or author
 Social media has changed that speed
 Use tools to get to...
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PTC, Alan Belniak presentation

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Alan Belniak @abelniak, Director of Social Media at PTC and co-chair of MassTLC's social media community presented a case study on how PTC is working with online influencers.

Published in: Technology, Business
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  • www.nileseldredge.com/companion.htm
  • PTC, Alan Belniak presentation

    1. 1. Influencing the Influencers A MassTLC Social Media Cluster Presentation Alan Belniak / @abelniak January 31, 2012
    2. 2. 2  An age-old issue with a shiny new name  We make stuff. People buy stuff. People are skeptical of us talking about our stuff. People believe other people when they talk about our stuff.  “Well, woopty-doo. What does it all mean, Basil?!”   It means that we need to be friends with ‘the other people’. What is “Influencer Management”? image source: http://www.youtube.com/watch?v=QRt2_OLY3Ho
    3. 3. 3  30 years ago, the main groups of people that published opinions (and influenced) were analysts and major media publications.  Now, anyone can publish.  The number of ‘other people’ just grew exponentially. And the ways for them to share content grew. And the ways to find them and their content grew as well. Why Is This a Big Deal Now? The way we view it… image source: http://www.socialmediatoday.com/SMC/106502
    4. 4. 4 Publication Proliferation = Stratified Credibility Control Credibility “Traditional” Media Coverage Advertising “Brand Journalism” Analyst Coverage Blogosphere & “Twitterverse” Paid Earned Social Owned
    5. 5. 5 How is PTC Responding to This Shift? The PTC Story is Evolving  Product-centric  solutions-oriented storytelling  A challenge for new markets (lack of ‘legacy leadership’)  The good news: elevate our stature with the influencer community and focus on thought-leadership  Hurdle 1: need to clearly articulate the challenges our customers face and how to resolve them without talking about product features  Hurdle 2: ‘product news’ garners more clicks  Hurdle 3: bring influencers who know us along for the journey, while introducing ourselves to a whole new cast of characters image source: www.nileseldredge.com/companion.htm
    6. 6. 6  List of Tier 1 influencers and publications, per geography – shared among all PR/corporate communications staff  Traackr-collected list of influencers, based on key words  PR/Corporate Communications review every quarter, including agency – review coverage (location, person, volume, sentiment) – review potential new additions to Tier 1 list – review potential removal from Tier 1 list  Review internal press release pipeline – match stories up against influencer interest/publication beat – as appropriate, reach out  Engage with these influencers – social media has made people more findable and more reachable than ever before  Use clipping service and social media monitoring to track coverage So, How Do We Do This at PTC?
    7. 7. 7  Speed affects the ability to influence an editor or author  Social media has changed that speed  Use tools to get to a point to establish and maintain a relationship  Use these tools as another way to engage in an ongoing dialogue  We need to use social channels as one of many tools to keep an edge In Summary…
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