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© Polycom, Inc. All rights reserved.
Playing the Influence Game
Win The Minds of Your Customers
Niki Hall, VP Corporate Ma...
© Polycom, Inc. All rights reserved. 2
© Polycom, Inc. All rights reserved. 3
3 Step Approach
Understand
Influencers
Engage
Influencers
Leverage
Reach
© Polycom, Inc. All rights reserved. 4
Understand
Understand
Influencers
Engage
influencers
Leverage
Reach
1. Influencer m...
© Polycom, Inc. All rights reserved. 5
Engage
Understand
Influencers
Engage to
create
advocacy
Leverage
Reach
1. Corporate...
© Polycom, Inc. All rights reserved. 6
Leverage
Understand
Influencers
Engage
influencers
Leverage
Reach
1. Social channel...
© Polycom, Inc. All rights reserved. 7
Campaign Theme: Defy Distance + Creative
Agency: John McNeil Studios
© Polycom, Inc. All rights reserved. 8
Influence Along the Buyer Journey
Influence
Confirms
Problem
Seeks
Solution
Makes C...
© Polycom, Inc. All rights reserved. 9
© Polycom, Inc. All rights reserved. 10
Framework Operationalization
Content Strategist
Demand Waterfall
Campaign
Framewor...
© Polycom, Inc. All rights reserved. 11
Influencers Killer Content
Conversion rate
two weeks
© Polycom, Inc. All rights reserved. 12
Amplification Influencers
Conversion rate
first two weeks
Articles
© Polycom, Inc. All rights reserved. 13
ZK Research
• Reach: ~1500 inquiries annually from
buyers, resellers, vendors, fin...
© Polycom, Inc. All rights reserved. 14
Questions
• Where have you seen vendors have the most success penetrating
mindshar...
© Polycom, Inc. All rights reserved. 15
Understand Influencers
Engage vs Influence
Actively Collaborate
Leverage Influence...
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Niki Hall @SVForumMktgSIG: Playing the Influence Game – Powerful Tools to Win The Minds of Your Customers

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Niki Hall, VP Corp Marketing Polycom, shows how to “play the influence game” with analyst relations. With 80% of purchasing decisions today made before buyers contact a vendor, it’s important to have a strong influencer program in place for success.

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  • Content is King, Context is Queen, and Conversion is Ace. What I love about this, it’s results oriented and focuses on what many business’ care about, Conversion/ impact to the business.

    Polycom we kept this notion of mind, coupled with a modified version of the SD content strategy framework for the DD campaign. I will walk you through the strategy and you will leave some valuable information on content to drive conversion.

    Step 1 – was Profiling, this is critical helps you lazer in on your goal.
    Step 2 – Content Creation, as not all content is created equal. Killer content, core content and support.
    Killer content is provactive and used to loosen the status quo. Core content – Brand oriented and is used during the consideration phase. Supporting content, something that is used to support claims.
    Step 3 – Delivery/Amplification , social channels, link back strategies to your .com site, landing on a microsite nuggets of the killer content to continue to engage the customer.











    Delivery is not just external, engagement with Sales and sales to understand the method, through AR/PR/Content Syndication
    Aligned as one team to inform sales, channels, we put together training, messaging sheets, consistent message across for this particular theme. Part of our delivery, SRC/PRC and collateral people can send out. We focused on external delivery and internal education to build evananglists, to help carry message external.

    Balance: between internal and external for “delivery”.


    Identified need for a content strategist and operations person. Not just about writing the content, it’s about having a true framework. What we did.
    Why it worked was step 3 – where is the audience where this message resonates with.
    Profile – who they are, topic, themes
    Step 2 – Gaps, off the shelf, what is killer content (is this audience specific, share with channels, a voice we want, align to global campaigns and strategy)

    Profiled the right people, relevant content, right delivery.

    First, Methodology: SD has relative targeted. First we did an exercise in “relative targeting” audience to figure out the “who” and the buyers journey for content based off the info gathered last year from Marissa here at summit.
    Internally, defined what was our killer content. 3 types of content. 1. Killer content (provocative, WOW), 2. Core (foundation), Concept of Perfect Story 3. Supporting (all around it that promotes contributes and helps re-enforce the killer content) Infographic, articles about it, blog posts, social media tweets, imagery, web pages Not all things are created equal. Every piece of content has to have a delivery mechanism, throw a party and no one has showed up.
  • Drill down on Killer Content. Discovery phase where you need something really proa. What we commissioned Aragon Research who wrote a piece on the The Perfect Storm of Enterprise Video, Don’t be left behind. 3rd party voice to create a sense of urgency and pull, which we promoted, amplified via our social channels. Results 70% conversion rate in 2 weeks. Put into the funnel and able to nurture them.

  • Core Content, supports the brand helps in the consideration phase. Conducted a survey, published the finding via a Thought Leadership report. Pulled out core concepts, published a press release and seeded them throughout our own .com site and where other’s live, LinkedIn, Twitter, e Result was 33% conversion 400+ global articles. Similar approaches through decision and customer success.

    We used the content framework that works for our business and a significant amount of conversion.

    Put your next campaign through SD, Marisa’s model, you too will realize the same benefits as Polycom did with our Defy Distance campaign.



    1.) Defy Distance campaign – Driving Awareness
    - Broad social awareness: Total impressions to date for the campaign (currently 2.5+M)
    - Social mentions (if worth sharing)
     
    2.) One killer piece of content from the DD campaign driving engagement and demand: Collaborating Across Borders eGuide
    In the first two weeks of the campaign, we saw a 59% conversation rate with our Collaboration eGuide, which we promoted via social media, EDM and other channels.  This is more than 4X the industry standard 9% - 12% conversion rate.
    Over the course of the campaign we have had over 2.5 million impressions on social.


    Key contributors to this success:
    GREAT content that our customers & prospects value: Webinars, eGuides, Analyst reports, etc
    More partners like you helping to amplify our content, brand, programs
    Employees are stepping up: We have 150+ “social champions” inside Polycom helping us amplify
  • Transcript of "Niki Hall @SVForumMktgSIG: Playing the Influence Game – Powerful Tools to Win The Minds of Your Customers "

    1. 1. © Polycom, Inc. All rights reserved. Playing the Influence Game Win The Minds of Your Customers Niki Hall, VP Corporate Marketing
    2. 2. © Polycom, Inc. All rights reserved. 2
    3. 3. © Polycom, Inc. All rights reserved. 3 3 Step Approach Understand Influencers Engage Influencers Leverage Reach
    4. 4. © Polycom, Inc. All rights reserved. 4 Understand Understand Influencers Engage influencers Leverage Reach 1. Influencer mapping: balance between share of voice, customer reach and wall street 2. Perception Audit 3. Engagement Plan
    5. 5. © Polycom, Inc. All rights reserved. 5 Engage Understand Influencers Engage to create advocacy Leverage Reach 1. Corporate identity/ messaging validation 2. Product Roadmap Reviews 3. Executive Buddy Program
    6. 6. © Polycom, Inc. All rights reserved. 6 Leverage Understand Influencers Engage influencers Leverage Reach 1. Social channels 2. Recommendation 3. Sales Assist
    7. 7. © Polycom, Inc. All rights reserved. 7 Campaign Theme: Defy Distance + Creative Agency: John McNeil Studios
    8. 8. © Polycom, Inc. All rights reserved. 8 Influence Along the Buyer Journey Influence Confirms Problem Seeks Solution Makes Choice Implementation Shows Interest Adoption - Expansion Renewal/Refresh Decision Customer Success Evaluates Solution Discovery Consideration Unaware
    9. 9. © Polycom, Inc. All rights reserved. 9
    10. 10. © Polycom, Inc. All rights reserved. 10 Framework Operationalization Content Strategist Demand Waterfall Campaign Framework Content Framework Demand Creation Framework Opportunity Gap Target Audience Buying Phase Topic Strategic Priority Key Message Messaging Approach Topic Themes Formats Killer Content Core Content Supporting Content
    11. 11. © Polycom, Inc. All rights reserved. 11 Influencers Killer Content Conversion rate two weeks
    12. 12. © Polycom, Inc. All rights reserved. 12 Amplification Influencers Conversion rate first two weeks Articles
    13. 13. © Polycom, Inc. All rights reserved. 13 ZK Research • Reach: ~1500 inquiries annually from buyers, resellers, vendors, financial community, press • Mix: 25% mid-large size enterprises, 20% channel, 25% financial, 30% vendor • Differentiation: work with the media companies Zeus Kerravala
    14. 14. © Polycom, Inc. All rights reserved. 14 Questions • Where have you seen vendors have the most success penetrating mindshare? • How do you see the buyers journey? • Where the influencers have impact? • Creative ways vendors engage analysts in competitive de-positioning? • How different was it 15 years ago? • What types of content appeals to buyers? • What is your definition of a successful vendor engagement? • One piece of advice….
    15. 15. © Polycom, Inc. All rights reserved. 15 Understand Influencers Engage vs Influence Actively Collaborate Leverage Influence Measure
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