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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.

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.

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  • www.nileseldredge.com/companion.htm

PTC, Alan Belniak presentation Presentation Transcript

  • 1. Influencing the InfluencersA MassTLC Social Media Cluster Presentation Alan Belniak / @abelniak January 31, 2012
  • 2. What is “Influencer Management”?  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‟.image source: http://www.youtube.com/watch?v=QRt2_OLY3Ho 2
  • 3. Why Is This a Big Deal Now? The way we view it…  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.image source: http://www.socialmediatoday.com/SMC/106502 3
  • 4. Publication Proliferation = Stratified Credibility Paid Advertising Owned “Brand Social Journalism” Blogosphere & “Twitterverse”Control Earned Analyst Coverage “Traditional” Media Coverage Credibility 4
  • 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 charactersimage source: www.nileseldredge.com/companion.htm 5
  • 6. So, How Do We Do This at PTC? 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 6
  • 7. In Summary… 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 7