5 steps to happily ever afterCourting thought leaders for your B2B community                              Waynette Tubbs  ...
The top five2011 Nielsen survey  responses show  rising consumer   trust in thought     leadership!  #cmworld  @WaynetteTu...
From 2009 – 2011, trust in TV ads fell 24%, magazines lost 20%, newspapers fell 25%.Global ad spendincreased 7% from2010 -...
@waynettetubbs      #cmworld
Just as in the dating scene,there are many places to searchfor the perfect thought leader:Become a stalker.Subscribe to in...
Know what is expected ofthe relationship!Can you live on love?Your customers, amateur bloggers andmany industry analysts m...
@waynettetubbs      #cmworld
@waynettetubbs      #cmworld
@waynettetubbs      #cmworld
In relationships that last,it is the extra touchesthat make the difference.Call just to say hello.Give complimentsand send...
Bumps along the way?   No budget   Professional opinions could be hired to say exactly what you’d like –   that would be g...
The happily ever after    Credibility    Improved authority and credibility for the brand.    Domino effect    Increased e...
Keys to success   Be bold   Don’t be afraid to say hello.   Do your research   Learn what motivates people to know if you ...
Questions? Waynette Tubbs @waynettetubbs SAS.com/riskKE www.sas.com/SUG                   #cmworld
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“How SAS Finds and Promotes Thought Leaders to Drive a B2B Community”

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It’s an editor’s job to find the right expert for each article, blog, webinar and byline. And in today’s B2B space, those pieces should come together to tell a story about the product and shape the consumer’s beliefs about the brand. But that task can be daunting when NDAs (non-disclosure agreements) and restrictions from legal and the PR department – both yours and the expert’s – stand in your way. How can you overcome these obstacles to build a thriving B2B thought leadership community?
In this presentation you’ll learn the steps SAS’ External Communications has put in
place to find and promote industry experts – practitioners from the field, analysts,
professional speakers, consultants and in-house experts – to build a thought
leadership platform that spans and supports all marketing editorial publications.

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  • Your audience wants a heavy concentration of earned media, then owned media and THEN paid media. So, let’s go looking for thought leaders from those arenas. Stalker – Search the social sphere! Check out sites like Technorati, AllTop and Blog Catalog to find bloggers who write about your industry. There are many bloggers out there who are eager collaborate. Before asking for a relationship, get to know what this person does, writes, thinks. Have a firm understanding of how you’d like to collaborate – what will she gain, what will you gain?Hang out – This is where you will find analysts and your customers who are ready and willing to talk about your product OR the industry in general, and professional thought leaders. Make connections and write blog posts about the event content and presentations. Under the bed – These last two are hugely important! How many of you are still with your high school sweet heart? OK I didn’t bring statistics – blah blah – lasts.Maybe you were introduced by a friend, neighbor, etc. Your own event connections and in-house thought leaders shouldn’t be squandered. Certainly don’t neglect No. 1 up here – juggling these is the life of a community manager – but ensure that you are maximizing these two opportunities. Example:I recently had quite a surprise. One of my areas of coverage is financial services, and in the global market, Solvency II implementation is a huge topic for insurers. I was pulling together an editorial calendar for the next six months and looking for internal thought leaders to fill some of the dates. During one of the brainstorming sessions, I learned that one of our colleagues in Marlow is a former FSA employee – the FSA is the agency in Europe that is developing the regulation!! I had never known that this gentleman could play such a key role before. It is vital that you look for these players to help your with external contacts and help you with content!
  • “How SAS Finds and Promotes Thought Leaders to Drive a B2B Community”

    1. 1. 5 steps to happily ever afterCourting thought leaders for your B2B community Waynette Tubbs SAS @WaynetteTubbs • #cmworld #cmworld
    2. 2. The top five2011 Nielsen survey responses show rising consumer trust in thought leadership! #cmworld @WaynetteTubbs @waynettetubbs #cmworld
    3. 3. From 2009 – 2011, trust in TV ads fell 24%, magazines lost 20%, newspapers fell 25%.Global ad spendincreased 7% from2010 - 2011, including10% increase in TV ads. @waynettetubbs #cmworld
    4. 4. @waynettetubbs #cmworld
    5. 5. Just as in the dating scene,there are many places to searchfor the perfect thought leader:Become a stalker.Subscribe to industry, customer,analyst and thought leader blogs.Connect with the authors on social.Hang with the ‘in’ crowd.Go to conferences, luncheons andevents hosted by your organizationor related to your industry.Look in your backyard.Take a look at the resumes in your org chart. @waynettetubbs #cmworld
    6. 6. Know what is expected ofthe relationship!Can you live on love?Your customers, amateur bloggers andmany industry analysts may only be lookingfor increased exposure – a little extra blipon their resume.Is it the wedding chapel or nothing?Many professional thought leaders andspeakers expect paid speakingopportunities and payment for bylinedarticles or white papers. Before meeting, plan your pitch – your value statement including metrics, placement, promotion. @WaynetteTubbs @waynettetubbs #cmworld
    7. 7. @waynettetubbs #cmworld
    8. 8. @waynettetubbs #cmworld
    9. 9. @waynettetubbs #cmworld
    10. 10. In relationships that last,it is the extra touchesthat make the difference.Call just to say hello.Give complimentsand send presents.Think of great placesto go together. @waynettetubbs #cmworld
    11. 11. Bumps along the way? No budget Professional opinions could be hired to say exactly what you’d like – that would be great, but expensive. Approval process Industry practitioners must seek approval from legal and PR before authoring and commenting. Fear of offending True expert opinion is often watered down for fear of offending peers and customers. The unknown Fear of social media and few metrics in B2B to prove its value. @waynettetubbs #cmworld
    12. 12. The happily ever after Credibility Improved authority and credibility for the brand. Domino effect Increased efforts from product marketing and field marketing to surface thought leader content. Encouragement Improved social media engagement from internal thought leaders. Encouraged more internal thought leaders to blog. @waynettetubbs #cmworld
    13. 13. Keys to success Be bold Don’t be afraid to say hello. Do your research Learn what motivates people to know if you can provide it. Coach, coach, coach Money and time are usually not the roadblock. What often gets in the way is fear. Chin up Don’t be afraid to ask. They can’t eat you. Give ‘em a nudge Never take the first no as the final answer. @waynettetubbs #cmworld
    14. 14. Questions? Waynette Tubbs @waynettetubbs SAS.com/riskKE www.sas.com/SUG #cmworld
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