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Influencer Marketing best practice Rene Power 4 June 2014

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Rene's presentation at On the Edge Live ( #edgemanc ) on 4 June 2014 which focused on how to design, build and implement a marketing strategy based on influencers. By understanding how to achieve greater reach on your target audience by tapping into other influencers on that group, Rene outlined a stepped approach to how to integrate influencer marketing into your business planning.

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Influencer Marketing best practice Rene Power 4 June 2014

  1. 1. www.marketingassassin.co.uk Creating a buzz through others B2B influencer marketing guidelines and best practice @renepower René Power, director BDB and author - Brilliant B2B Digital Marketing www.bdb.co.uk #edgemanc
  2. 2. www.marketingassassin.co.uk Session learning objectives @renepower www.bdb.co.uk #edgemanc
  3. 3. www.marketingassassin.co.uk Understanding influence www.b2bmarketing.net Establishing how you are influenced can help unearth how your customers may be influenced
  4. 4. www.marketingassassin.co.uk Understanding influence @renepower Who influences you? Who influences you? www.bdb.co.uk #edgemanc
  5. 5. www.marketingassassin.co.uk The many faces of influence @renepower http://traackr.com/blog/category/influencer-engagement/ www.bdb.co.uk #edgemanc
  6. 6. www.marketingassassin.co.uk Understanding influence www.b2bmarketing.net You are the average of the five people you spend the most time with
  7. 7. www.marketingassassin.co.uk@renepower Different influencers http://www.freshsupercool.com/wp-content/uploads/2013/11/4-levels-of-influencers.jpg www.bdb.co.uk #edgemanc
  8. 8. www.marketingassassin.co.uk The psychology of influence People want Security Material gains Symbolic awards @renepower Physiological needs Safety Belonging / love Esteem Need to know Aesthetic needs Self actualisation Transcendence www.bdb.co.uk #edgemanc
  9. 9. www.marketingassassin.co.uk Word of Mouth @renepower Brand Influencer Customers Action Message Recommend / share Decision making Brand Influencer Customers Action Message Recommend / share Decision making http://dannybrown.me/2013/08/14/the-fallacy-of-the-democratization-of-social-influence/ www.bdb.co.uk #edgemanc
  10. 10. www.marketingassassin.co.uk B2B buyer / influencer objectives @renepower Looking for improvement in process / delivery Looking for easy implementation and impact Looking to minimise cost and risk, maximise value and return http://www.siteiq.net/Library/3677/the-b2b-buying-process-from-your-customers-point-of-view (step three) www.bdb.co.uk #edgemanc
  11. 11. www.marketingassassin.co.uk Understanding influencer marketing @renepower www.bdb.co.uk
  12. 12. www.marketingassassin.co.uk What is influencer marketing? Influencer marketing, (also Influence Marketing) is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers. @renepower “It is finding and building relationships with those who hold sway with your target audience.” “It is finding and building relationships with those who hold sway with your target audience.” “The ability to sway the purchasing decisions of your target audience. The distinction is that influencers must be able to impact purchasing decisions.” “The ability to sway the purchasing decisions of your target audience. The distinction is that influencers must be able to impact purchasing decisions.” www.bdb.co.uk #edgemanc
  13. 13. www.marketingassassin.co.uk How can brands benefit? @renepower Increased sales opportunities Increased sales opportunities Increased referralsIncreased referrals DifferentiationDifferentiation Competitive advantage Competitive advantage www.bdb.co.uk #edgemanc
  14. 14. www.marketingassassin.co.uk Understanding influence www.b2bmarketing.net Every b2b marketer should target influencers as well as decision makers with their marketing efforts
  15. 15. www.marketingassassin.co.uk@renepower Identifying influencers www.bdb.co.uk
  16. 16. www.marketingassassin.co.uk Influence in b2b procurement http://en.wikipedia.org/wiki/File:Influencer_Roles.jpg @renepower Idea plantersIdea planters Trend settersTrend setters PredicatorsPredicators ProclaimersProclaimers Aggregators / communicators Aggregators / communicators ScopersScopers RecommendersRecommenders PersuadersPersuaders NegotiatorsNegotiators ValidatorsValidators High low Timescale for decision making process Involvementofdecisionmakers Decide to do something Decide what to do www.bdb.co.uk #edgemanc
  17. 17. www.marketingassassin.co.uk Understanding influence www.b2bmarketing.net Question: Who are your influencers?
  18. 18. www.marketingassassin.co.uk Who are your influencers? @renepower Academia, authors, bloggers (and micro bloggers), business and trade journalists, buyers groups, purchasing lists and procurement authorities, commentators and other individuals, complementary partners, conferences and events, consumers and consumer groups, customer firms, financial analysts, government agencies and regulators, Individual and niche consultants, industry analysts, industry bodies, forums and federations, Internal influencers/employees, management consultancies, online forums, peers (role-based, industry-based), retailers, specialty consultancies, standards bodies, systems Integrators, distributors and similar channel partners, venture capitalists and investors Filter Amplifier Macro Distill from a large audience Project to a large audience Micro Distill from a niche audience Influential in smaller niche audience www.bdb.co.uk #edgemanc
  19. 19. www.marketingassassin.co.uk Finding influencers • Focus on influencers that “influence” your customers • Media titles • News (commentators) • Events • Websites / blogs • Forums / communities • Linkedin / Twitter @renepower www.bdb.co.uk #edgemanc
  20. 20. www.marketingassassin.co.uk Rating influencers • Market reach – no. of people an individual has the ability to connect with • Independence – whether an influencer has a vested interest in promoting a particular point of view • Frequency of impact – no. of opportunities an individual has to influence buying decisions • Expertise – how much of a subject matter expert is the influencer • Persuasiveness – the degree of consequence in ignoring an influencer's advice • Thoroughness of role - the extent to which influence is exerted across the decision lifecycle. @renepower Image: http://www.msktc.org/infoneeds/reach-your-audience www.bdb.co.uk #edgemanc
  21. 21. www.marketingassassin.co.uk Beginning to work with influencers @renepower www.bdb.co.uk #edgemanc
  22. 22. www.marketingassassin.co.uk Understanding influence www.b2bmarketing.net Identify, prioritise and rate influencers as most relevant to your brand (communications) before contacting them
  23. 23. www.marketingassassin.co.uk Effective B2B influencer marketing @renepower www.bdb.co.uk #edgemanc
  24. 24. www.marketingassassin.co.uk Creating an influencer marketing plan @renepower www.bdb.co.uk
  25. 25. www.marketingassassin.co.uk Step 1: Influence clustering http://bkstrategic.com/social-media/social-media-measurement/ @renepower Jill Dale Jill Dale Dave Ford Dave FordJohn Smith John Smith + = Influencer plan Influencer plan Brand asset mapping www.bdb.co.uk #edgemanc
  26. 26. www.marketingassassin.co.uk Step 2: Mapping brand assets http://bkstrategic.com/social-media/social-media-measurement/ @renepower White Paper Webinar White Paper Trade shows / events Demo PR Primary research Expert voice Host event Focus group Session with R&D Give product Invite to contribute content Social media ‘callout’ Regular content contributor Regular events VIP treatment Invite to speak www.bdb.co.uk #edgemanc
  27. 27. www.marketingassassin.co.uk Step 3: Communicating with influencers Where – watering holes How to approach and engage influencers Getting the message right Selecting the right platform Creating an enduring relationship @renepower www.bdb.co.uk #edgemanc
  28. 28. www.marketingassassin.co.uk Step 4: Engaging influencers @renepower www.bdb.co.uk #edgemanc
  29. 29. www.marketingassassin.co.uk Step 5: Selecting the right platform @renepower www.bdb.co.uk #edgemanc
  30. 30. www.marketingassassin.co.uk Proof of influence @renepower www.bdb.co.uk #edgemanc
  31. 31. www.marketingassassin.co.uk Understanding influence www.b2bmarketing.net Influencers will be interested in genuine and clearly demonstrating expertise, leadership, authority or value
  32. 32. www.marketingassassin.co.uk Getting influencer marketing wrong @renepower www.bdb.co.uk #edgemanc
  33. 33. www.marketingassassin.co.uk Mitigating risk @renepower 1 2 3 4 5 6 7 8 www.bdb.co.uk #edgemanc
  34. 34. www.marketingassassin.co.uk@renepower Measurement and evaluation www.bdb.co.uk
  35. 35. www.marketingassassin.co.uk Measurement and evaluation • Establishing what to measure and setting benchmarks on key influencers by – market reach (amplification) – frequency – traffic generation – sharing – persuasiveness @renepower www.bdb.co.uk #edgemanc
  36. 36. www.marketingassassin.co.uk Deeper questions to pose @renepower Who drove the desired action the most? Who drove the desired action the most? What message permeated the most? What message permeated the most? What value did the influencer bring compared to financial outlay? What value did the influencer bring compared to financial outlay? How many messages did certain personas need to move to the next stage? How many messages did certain personas need to move to the next stage? How was the campaign perceived? How was the campaign perceived? How close to our goals did we come? How close to our goals did we come? How was our product or service improved as a result of feedback? How was our product or service improved as a result of feedback?Did it add to our bottom line while improving our top line? Did it add to our bottom line while improving our top line? How effective was our targeting? How effective was our targeting? What was the sum effect on our brand and our competitors? What was the sum effect on our brand and our competitors? www.bdb.co.uk #edgemanc
  37. 37. www.marketingassassin.co.uk Klout @renepower www.bdb.co.uk
  38. 38. www.marketingassassin.co.uk Kred @renepower www.bdb.co.uk
  39. 39. www.marketingassassin.co.uk Peer Index @renepower www.bdb.co.uk
  40. 40. www.marketingassassin.co.uk Linkedin @renepower NEW NEW www.bdb.co.uk #edgemanc
  41. 41. www.marketingassassin.co.uk Hootsuite @renepower
  42. 42. www.marketingassassin.co.uk Understanding influence www.b2bmarketing.net Decide what success looks like from the outset and set metrics to help you achieve it
  43. 43. www.marketingassassin.co.uk Session learning objectives @renepower www.bdb.co.uk #edgemanc
  44. 44. www.marketingassassin.co.uk Sources & further reading Sites • http://www.forbes.com/sites/meghanbiro/2013/09/26/5-lessons-on- influencer-marketing-and-brand-transparency/ • http://www.forbes.com/sites/gyro/2013/10/14/the-ws-of-influence-marketing/ - B2B agency Gyro’s take on influence • http://www.huffingtonpost.com/mark-fidelman/the-10-best-influencer-ma_b_4 - US consumer examples • http://blog.kissmetrics.com/guide-to-influencer-targeting/ • How to pitch tech to David Pogue of the New York Times – video Books • Influence marketing Danny Brown • Influencer marketing Duncan Brown @renepower www.bdb.co.uk #edgemanc
  45. 45. www.marketingassassin.co.uk More from me @renepower Version 1 of Brilliant B2B Digital Marketing is available from Amazon for Kindle now covering digital strategy, websites, search, content, social, CRM and evaluation This and hundreds of other guides and resources are available to Smart Insights Expert members. rene@bdb.co.uk http://www.bdb.co.uk @renepower http://marketingassassin.co.ukblog http www.bdb.co.uk #edgemanc
  46. 46. www.marketingassassin.co.uk Examples www.b2bmarketing.net Examples
  47. 47. www.marketingassassin.co.uk Trade media: Pentair Valves & Controls  In oil and gas  Traditional press and event support  Regular technical features developed written and placed by BDB in tier one international publications  Syndicated in multiple languages to support in- country sales and marketing @renepower www.bdb.co.uk #edgemanc
  48. 48. www.marketingassassin.co.uk Distributors: Rockwell Automation @renepower www.bdb.co.uk #edgemanc
  49. 49. www.marketingassassin.co.uk IBM – smarter commerce Site http://www.ibm.com/smarterplanet/us/en/smarter_commerce/overview/ Case study http://socialmediatoday.com/dneisser/1700171/anatomy-successful-b2b-influencer-program @renepower www.bdb.co.uk #edgemanc

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