Influencer
Marketing at
Hootsuite

Alicia Taggio
Manager, Advocate Marketing
Hootsuite
@Taggio

● Influencer Marketing 101
● B2B Influencer Marketing
● Tools/Learnings
What’s on Tap

Why Influencer Marketing?

Evolution of social● How do I reach my target audience?
● How do I establish credibility with potential buyers?
● How do I deliver an authentic brand message?
● How do I build meaningful relationships with key stakeholders?
● How can I use social to directly drive revenue?
Marketers are Facing New Challenges

To sell things, you need to build trust.
But the old tricks aren’t fooling people anymore...

The erosion of public trust
Only 37% of the
public trust CEOs.
Only 29% trust
government officials.
And 85% of the public
lack faith in the
entire system.
42
41
48
43
53
52
55
53
Government Media Business NGOs
Trust in Institutions
Declines
Percent trust in the four institutions of
government, business, media, and NGOs,
2016 vs. 2017
Media declines the most
Source: Edelman’s 2017 Trust Barometer
2016
2017

With the old institutions failing them,
people are turning to a familiar source:
each other.

Peers are now as credible as experts
Source: Edelman’s 2017 Trust Barometer
29
35 37
43
46 48
60 60 60
Govenment
official
Board of directors CEO NGO
rep
Financial industry
analyst
Employee A person like you Academic expert Technical export
Percent who rate
each spokesperson as
extremely/very credible 2017

Businesses that succeed put their people—
employees, advocates, customer
communities, and online influencers—at
the center of their marketing strategy.

B2B Influencer Marketing
(Advocacy)

Engage and work with influencers
in key verticals to drive growth,
brand awareness and pipeline

1. Who am I trying to influence?
2. Who do my customers, prospects and community trust?
3. How can we work together for mutual value?
3 Questions that Guide our Influencer Strategy

Who are Hootsuite’s Influencer Personas?
‘Bryan’ ‘Elise’ ‘Jeremy’ ‘Acme’‘Russ’
Network SME
‘Russ’ is heavily engaged with a
tight network and drives
decision making in his niche.
He’s a subject matter expert
(SME), maybe in retail or
government, or a regional
leader online. His
recommendation might not
break the internet, but it could
definitely help win business.
Thought Leader
‘Bryan’ is a thought leader in
social and digital marketing, with
a large social following. He
creates content, engages his
audience, and is likely to drive
trust, advocacy and #brandlove.
Prominent
Practitioner
‘Elise’ is a social media
practitioner with a recognizable
brand. She is socially engaged
via her own profiles, and is
visible online as a leader in
tactical implementation. Her
Klout score probably exceeds
her real-world clout, but her
opinion is trusted.
Social Org
Leader
‘Jeremy’ is a social or digital
leader with a recognizable
enterprise organization. He
engages online enough to be
active, but his offline influence
exceeds his digital footprint.
He’s the guy who writes the
cheques (and so do his peers).
Brand Leader
‘Acme’ is known as a category-
leader in social and digital
marketing. They engage with
their customers, are quick to
adopt new mediums, and
build #brandlove across all
channels. They ‘get’ social and
the world knows it.

Amber Naslund
Senior Director
Digital Transformation
Hootsuite’s Industry Principles
Phil Chatterton
Industry Principal
Higher Education
Amy McIlwain
Industry Principal
Financial Services
Koka Sexton
Industry Principal
Social Selling
Adrian Cockle
Industry Principal
Non-Profits + EMEA

Hootsuite’s Advocate Spectrum
#HootambFollowers Users Fans
Increasing value
Advocacy Programs
Students
Employees
Social
Innovators
Partners
Internal
External

Customer Influencers
Customer Program
Amplify
Ambassador
Social Innovator
Forum
Nomination
Nurture
P2P Activities
Invitation
Sourced
Solo
Superstar
The Champion
Marketing Chief
Newsletter
Customer Advisory
Council

Sourcing tactics
Advocate
Programs
Events
Proactive
social
listening
Key vertical
activities
NPS scores
Nominations
from
employees
The Wild

Identify metrics to measure
Business Goals
Awareness
Thought Leadership
Word of Mouth
Talent Acquisition
Leads
Sales
Advocacy Goals
Reach
Comments, inbound links
Shares, Reads, Likes, RTs
Impressions, clicks
Form Fills
Online Purchase
Metrics
Total Reach
Mentions
Shares
Applications
Influenced Pipeline
Conversions
TIP Measure what matters. Target, benchmark, optimize.

Tools

Hootsuite
Engagement
- System of tabs and streams allows you
to organise your dashboard for seamless
profile management
- See all relevant conversations, find
trending content, and respond to
messages across all your social channels
The Hootsuite
Dashboard

● Expand the functionality of your Hootsuite dashboard
even further with advanced applications from
Hootsuite’s App Directory
● Our free and premium apps cover a range of functions
including CRM, email marketing, content
management, analytics, and more…
● Explore all our App Directory
Enhance your dashboard with the
Hootsuite App Directory

Demographics Pro for Twitter
Key Features
Get Audience Profiles of other Twitter accounts -- those
mentioning your accounts, brands and events
Discover gender split, average age, income, top cities, occupations,
likes, interests, brand affiliations and more
Research profiles of people tweeting hashtags -- hashtags you've
used in your Twitter marketing campaigns
View rich audience profile reports -- discover where they eat,
shop, and other common Twitter profiles they follow

TrendSpotter for Instagram
Key Features
View trending photos and videos for any tag or keyword
search.
Discover related trending hashtags for any search.
Gain insights into and engage with trending influencers on
Instagram.
Share trending photos and videos to all your social
networks in Hootsuite.

Consider the Rs of influence:
Relevance: The influencer is sharing content and developing a following relevant to
your business and the particular market segment you want to target.
Reach: The number of people you could potentially reach through the influencer’s
follower base that would bring value to your business.
Resonance: The potential level of engagement the influencer can create with an
audience that’s valuable and relevant to your brand.

Thank you!