2. Influencer Marketing - It identifies the individuals that have
influence over potential buyers, and orients marketing activities
around these influencers.
Our objective – Create a program that will give influencers
compelling and ongoing reasons to talk about and recommend
your brand, people, products and services with their substantial
audiences.
A definition
3. • Influencer Marketing is not Public Relations
• PR = broadcasting a message (press releases, media pitch)
• Influencer marketing = online community relationships
• Influencer Marketing is not Social Media
• Social media = brands connecting with customers, buyers
• Influencer marketing = brands connecting with influencers
• Influencer Marketing is not Content Marketing
• Content marketing = you create branded content
• Influencer marketing = influencers create earned content
What influencer marketing is not
16. B2B Buyer Research
Where B2B buyers turn for researching a future purchase
Internet search and
third party opinions
via social media or
personal outreach
dominate.
17. When Marketing Counts
Most Influential Touch Points by Consumer Stage of CDJ
Source: McKInsey & Company
Paid and owned media
are effective for
creating awareness.
Earned media is
effective for creating
preference.
Preference leads to
sales leads.
31. THANK YOU GRAZIE 谢谢 GRACIAS תודה MERCI
DANKE OBRIGADO СПАСИБО DANK TAKK ありがと
Editor's Notes
Objective (Per Lauren):
- Drive favorable reviews, conversation, positive buzz
- Help drive double digit growth
- Coverage, quotes, etc. to be used in mar com materials
Shipping:
Products have been ordered. Expected to receive at Dell lab 2/6 + 2-3 days at lab – then overnight shipping to influencers
In 2010 McKinsey & Company conducted a landmark consumer behavior study that revealed the prior assumption of consumer buyer behavior following a funnel were wrong. Instead, the buyer behavior is a circular journey.
In 2012, McKinsey validated the same effect on B2B buyer behavior.
There are a couple of key trends happening.
The key result of this shift is that buyers are empowered via Internet search and friends/peers input to form their own purchase decisions.
They conduct most of their research on their own and contact brand sales channels only AFTER they have formed a “short list” of preferred brands.
Impacting that decision making is obviously key to getting to the sale.
This chart further illustrates the dominance of internet search and third party opinions as trusted information sources for B2B buyers.
Influencer marketing focuses on generating credible content and recommendations to improve search rankings and create brand endorsement in social networks and groups.
(1) This chart further illustrates the declining role of company-driven (paid/owned) media as buyers progress through their decision journey.
(2) Yes, paid + owned media is helpful during Initial Consideration, but it is earned + shared media that have a substantial impact on brand preference during the Active Evaluation stage as buyers add and subtract brands to arrive at a “short list.”
Despite buyers seeking more information/insight from earned and shared (word of mouth) media, brands continue to spend the majority of their budget on paid and owned media.
The resulting misalignment negatively impacts demand generation efforts as brands are not engaging buyers.
The solution is for marketers to reallocate their media spend across all four types of media to ensure the brand is engaging buyers at each touch point along the CDJ.
This is not to say that funding should be equal in each cell of the matrix, but that “some” funding and intentional campaign planning should be happening as part of an integrated demand generation strategy.
The other thing is that earned media content is rarely used in shared media or owned media.
We work along side brand marketers to plan, execute and measure shared and earned media strategies.
The earned + shared media campaigns compliment/integrate with your existing owned and paid media executed by your ad agency and internal marketing staff.
We work along side brand marketers to plan, execute and measure shared and earned media strategies.
The earned + shared media campaigns compliment/integrate with your existing owned and paid media executed by your ad agency and internal marketing staff.
