This document summarizes a discussion on influence marketing and influencers. It introduces the speakers and their backgrounds in influence marketing. It then provides examples of how to build an influencer strategy, including creating original content, driving a blog featuring influencer content, building an influencer community, and providing recognition. It also discusses identifying influencers based on scoring and rankings. An example is provided of an influencer's content reach. It outlines an influencer outreach campaign and discusses social command centers at events to manage social analytics.
4. Our Speakers
Sam Fiorella is the co-author of Influence Marketing: How to Create, Manage, and Measure Brand
Influencers, which was ranked in BookScan’s Top 100 Business books this year. Sam is also a Partner at Sensei
Inc, a customer experience firm with offices in Toronto and New York City and a faculty member at Rutgers
University Center for Management Development where he teaches advanced social media and content
marketing programs. @SamFiorella
Tami Cannizzaro is a Global Director of Marketing at IBM where she is responsible for driving IBM’s Social
Business initiative which helps companies to improve sales, marketing and workforce productivity by building
social into the fabric of their organizations. Her stated mission is to help IBM become the number one Social
Business in the world and to help clients become socially forward businesses. She writes a blog for marketers
www.digitalageofmarketing.com. @TamiCann.
Leslie Ament, Senior Vice President of Research is a Principal Analyst at Hypatia Research Group, a
boutique industry analyst firm. Ament is a Customer Intelligence Management thought-leader and industry
analyst who focuses on how organizations capture, manage, analyze and apply actionable customer insight to
improve customer management techniques, reduce operating expenses and to accelerate corporate growth. A
CRM practitioner, Ament has driven process requirements gathering & implementation for both on-premise &
SaaS CRM systems. @Hypatia_LeslieA
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in
generating demand and creating buzz for leading technology, consumer products, financial services and
professional services organizations. @PaulDunay
#SMTLive
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13. Building an Influencer Strategy
1. Raise Brand Awareness through original content
• Editorial calendar
• Tie into relevant market themes
2. Drive a Blog featuring Influencer Content
• Build community of cross-functional contributors
• Build content syndication strategy (Outbrain, Listly,
Triberr, etc.)
• Solicit 3rd-party content
3. Build a Passionate Influencer Community
• Build virtual communities to share content
• Leverage industry events (NRF, PivotCon, Summits)
• Social events offline & online
4. Build ways to provide Influencer recognition
5. Work with prestige partners & press placements (eg.
HBR, HuffPo, MIT Sloan)
14. Identifying Your Influencers
Identification
of industry influencers
based on custom
scoring and rankings
systems, in order to
identify the most
impactful influencer to
target for the brand
or industry.
SOCIAL MEDIA TODAY (C) 2013
16. Influencer Outreach Campaign
VIP outreach
campaigns to invite
key players to attend
an event or try a
product to increase
buzz, share of voice,
impressions, reach,
sentiment and
follower-base
IBM_DEV-109 Smarter Commerce Global Summit 2013 - Nashville
Blogger Outreach Roadmap
Pre-Event
At Event
Post Event
EMAIL
EMAIL
VIP Bloggers from 2012
Register
EMAIL
EMAIL
EMAIL
Follow-up
from VIP
Concierge
Canʼ
t wait to see
you! Check-into
our Facebook site
to start networking
Influencer specific
storify sent to VIP
bloggers
Storify, Twitter, Facebook, Pinterest
and ongoing retweets and responses.
Thanks for coming! Relive your
experience here.
Register
Blogger call for
Invite to 15
feedback.
bloggers for
feedback call. Opportunity to
submit 5
influencer names
and story/stats to
include in
marketing kit.
February 1st
16
Reminder
email from Ally
to submit your
list and story.
Why attend?
You will be
receiving
something
next week.
No Register
FedEx/UPS Kit
- USB w/ assets
- VIP credentials
- Insert, why to attend
EMAIL
Did you receive
the kit? We hope
to see you!
March
Arpil 10th
EMAIL
Donʼ
t forget to
register.
May 1st
Reminder to watch live stream
with links.
EMAIL
We missed you! See what
happened here.
May 30th
17. Social Command Centers and leaderboards at events
Planning and
orchestration of
social analytics
displayed on the
Social Command
Center screens, and
on-site management
of Command Center
at events
17
22. Join us on Thursday for…
11/14 Native Advertising: Latest Ad Fad, or the Future of Publishing?
http://socialmediatoday.com/native-advertising-webinar
Editor's Notes
The way we go about our lead generation campaigns is we base them on a Unified strategy- we determine the goals of the client and these can be refined once we discuss a little more but then we also factor in the purpose of the potential leads who are seeking information. People are coming to Social Media Today to get information and make their business better. They are looking for a solution. Jive can be that solutionWe can guarantee the Social Media Today leads are better qualified because of the quality of the content, and the unique vision that understands what business you are in and what you are trying to achieve. We are not trying to simply deliver leads, we are trying to cultivate relationships and connect you to real customers.
http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)