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Evangelism 2.0: The Future of Influencer Marketing for B2C and B2B

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How can influencer marketing dovetail with your corporate communications plan? If your goal is to affordably increase brand advocacy, raise brand awareness and reach new target audiences, look no further. Join this session to hear how forward-thinking organizations are using social and mobile apps to find, build or activate consumers who believe so strongly in their brand or product that they convince others to buy it. You'll leave with practical methods for spreading the word today—and tomorrow.

You'll learn:
- Practical ways to update your influencer strategy with evangelism
- How to build and activate an online community
- How to nurture customer and employee brand advocates

Michelle Killebrew is CMO at Nomiku and has previously held marketing leadership roles with IBM and Fisher Investments.

@shellkillebrew

Published in: Marketing
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Evangelism 2.0: The Future of Influencer Marketing for B2C and B2B

  1. 1. Evangelism 2.0: The Future of Influencer Marketing for B2C and B2B Ragan Practical PR Summit, Chicago June 15, 2017
  2. 2. Michelle Killebrew @shellkillebrew Chief Marketing Officer, Nomiku Marketing Maven (B2B & B2C) Digital Transformation Marketing Technologist
  3. 3. Agenda • Why influencer marketing? • The state of influencer marketing • How can influencer marketing dovetail with your corporate communications plan? • Practical ways to update your influencer strategy with evangelism • How to build and activate an online community • How to nurture customer and employee brand advocates
  4. 4. Why influencer marketing? Let’s start by taking a quick look at why we’re discussing influencer marketing.
  5. 5. People expect brands to talk with them rather than at them. They no longer expect brands to sell to them, but to entertain and inform them. In this new paradigm, influencers are a force to be reckoned with. Adweek: 10 Reasons Why Influencer Marketing is the Next Big Thing @shellkillebrew #RaganCCC
  6. 6. A study by Carusele found that influencer marketing delivers 16 times the ROI of digital marketing. @shellkillebrew #RaganCCC Carusele: New Study Proves ROI of Influencer Marketing
  7. 7. The state of influencer marketing B2B & B2C influencer marketing maturity statistics from a recent study about influencer marketing from Altimeter, TopRank Marketing & Traackr.
  8. 8. Source: INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr Get the report: http://www.toprankmarketing.com/offers/ceros @shellkillebrew #RaganCCC
  9. 9. Source: INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr Get the report: http://www.toprankmarketing.com/offers/ceros @shellkillebrew #RaganCCC
  10. 10. Source: INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr Get the report: http://www.toprankmarketing.com/offers/ceros @shellkillebrew #RaganCCC
  11. 11. Source: INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr Get the report: http://www.toprankmarketing.com/offers/ceros @shellkillebrew #RaganCCC
  12. 12. Source: INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr Get the report: http://www.toprankmarketing.com/offers/ceros @shellkillebrew #RaganCCC
  13. 13. Source: INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr Get the report: http://www.toprankmarketing.com/offers/ceros @shellkillebrew #RaganCCC
  14. 14. Source: INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr Get the report: http://www.toprankmarketing.com/offers/ceros @shellkillebrew #RaganCCC
  15. 15. Source: INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr Get the report: http://www.toprankmarketing.com/offers/ceros @shellkillebrew #RaganCCC
  16. 16. Source: INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr Get the report: http://www.toprankmarketing.com/offers/ceros @shellkillebrew #RaganCCC
  17. 17. Source: INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr Get the report: http://www.toprankmarketing.com/offers/ceros @shellkillebrew #RaganCCC
  18. 18. How can influencer marketing dovetail with your corporate communications plan? Influencer marketing is a natural extension of your communications plan.
  19. 19. "Public Relations is about reputation; the result of what you do, what you say and what others say about you". Chartered Institute of Public Relations. @shellkillebrew #RaganCCC
  20. 20. …so it bears true that influencer marketing naturally dovetails into your communications strategy. @shellkillebrew #RaganCCC
  21. 21. Identify your goals • Brand awareness: How many people viewed, downloaded, or listened to this piece of content because of the influencer? • Engagement: How often is your content shared with others because of the influencer? • Audience building: How is the influencer helping to convert people into subscribers and valuable leads? • Lead nurturing: Does interaction with the influencer help move a lead closer to a sale? • Sales: Did you make money because of this content shared by the influencer? What revenue or ROI can you apply to this program? • Customer retention/loyalty: How can an influencer help retain a customer? • Upsell / cross-sell: Is there a way to use an influencer to help someone become more invested in your business Determining the best ways to work with influencers starts by identifying – and documenting – the specific business goals you want your efforts to accomplish. Content Marketing Institute, Influencer Marketing: The Latest Strategies, Templates, and Tools @shellkillebrew #RaganCCC
  22. 22. Determine who holds influence Content Marketing Institute, Influencer Marketing: The Latest Strategies, Templates, and Tools It helps to start by determining the types of influencers that you should be looking to work with. For example, here are a few common categories: • Bloggers • Customers • Members of a purchasing group • Industry experts, analysts, and thought leaders • Business partners • Internal subject-matter experts • Celebrity tastemakers and trendsetters @shellkillebrew #RaganCCC
  23. 23. Social and PR • #SmarterCommerce & #Rethink___ to join the live Twitter conversation • Blog posts, Social links/hooks, outbound emails, live webinars, social influencer engagement • One-click sharing B2B Demand Campaign: customers as influencers
  24. 24. B2B Awareness Campaign: global influencers
  25. 25. Outreach suggestions Content Marketing Institute, Influencer Marketing: The Latest Strategies, Templates, and Tools Not sure what, specifically, to ask influencers to do on your content’s behalf? Here are some suggestions, which range from one-time contributions to ongoing partnerships: • Ask for a quote for an upcoming article, blog post, e-book, or other effort. • Ask them to participate in an interview. • Request that they speak at a conference you are involved in organizing. • Seek their permission to share, link to, or republish their content on your blog. • Ask them to write a guest blog post, or feature in one. • Include them in an expert panel at an industry event. • Invite them to be a guest on a podcast, Twitter chat, or webinar you are hosting @shellkillebrew #RaganCCC
  26. 26. Create an engagement plan Content Marketing Institute, Influencer Marketing: The Latest Strategies, Templates, and Tools Just as you plan your communications, you should plan, track and monitor your influencer engagement plan so that your communications are organized: • Outreach – who have you reached out to • Who has accepted • Terms of engagement, etc. @shellkillebrew #RaganCCC
  27. 27. How to nurture customer and employee brand advocates. Make your content easy to share, inspire them to create their own content, and celebrate their enthusiasm!
  28. 28. Customer advocacy The most dedicated customer advocates! @shellkillebrew #RaganCCC
  29. 29. Include your employees in expressing and advocating for your brand. Tammy Nelson, CMO Employee advocacy @shellkillebrew #RaganCCC
  30. 30. How to Nurture Advocates • Add value to their lives • Make it easy to share • Ensure that it is rewarding to share • Help them be seen as thought leaders and trend setters, give them access to new info first • Make them feel connected to your community and brand • Gamify it – for employee evangelism, one fun way is to make sharing a game; earn points for sharing and create friendly competition @shellkillebrew #RaganCCC
  31. 31. Practical ways to update your influencer strategy with evangelism. Once you have began to engage influencers with basic content goals, it is time to inspire them to become content creators on your behalf.
  32. 32. Customers buy things. Brand evangelists preach the things that they have bought. @shellkillebrew #RaganCCC
  33. 33. It’s really quite simple 5 Ways to Convert Customers to Brand Evangelists - SurveyGizmo By being good to your customers, acting on feedback, and ensuring employee happiness, you’ll be able to pump up your return on investment because brand evangelism is proven to be at least 10x more cost-effective than traditional marketing tactics according to a study done by Zuberance. @shellkillebrew #RaganCCC
  34. 34. Exceptional experiences create brand evangelists 5 Ways to Convert Customers to Brand Evangelists - SurveyGizmo Not only do brand evangelists help lower your costs by acquiring new customers for you, they lower the cost of that acquisition by up to 50%. @shellkillebrew #RaganCCC
  35. 35. @shellkillebrew #RaganCCC Long-tail effect of influencer content Carusele: New Study Proves ROI of Influencer Marketing
  36. 36. And the impact is significant @shellkillebrew #RaganCCC • A company with 100,000 brand advocates can reach 60 million people.1 • A 12% increase in brand advocacy generates a two-fold increase in revenue on average.2 • 72% of adults who had a memorable product or service experience said they took positive action, with 57% communicating their positive experience to others, and 41% recommending that someone make a purchase.3
  37. 37. @shellkillebrew #RaganCCC Moving from influencer to evangelist • Current influencer programs focused on meeting specific objectives • Transition to creating evangelists, by shifting to true relationship management, building longer term engagement and more vested interest • This often comes to be by crafting amazing experiences for influencer/evangelists and allowing them to create authentic content that will resonate with their audiences over time—especially serialized content or first-to-know news
  38. 38. And home chef fans so excited they’re hacking their own sous vide coolers! Customer advocacy @shellkillebrew #RaganCCC
  39. 39. Top chefs loving Nomiku. Customer advocacy @shellkillebrew #RaganCCC
  40. 40. https://blog.nomiku.com/evening-brian-solis-friends
  41. 41. https://blog.nomiku.com/evening-brian-solis-friends
  42. 42. My LA Story Happy Employees = Happy Customers
  43. 43. Face to face service should be a hallmark of your brand experience. Empower & train your employees. Customer service @shellkillebrew #RaganCCC
  44. 44. 5 Ways to Convert Customers to Brand Evangelists 5 Ways to Convert Customers to Brand Evangelists - SurveyGizmo Follow these rules to help increase your brand loyalty and support your evangelists. 1. Customer Feedback & Service are Gold Mines For Potential Evangelists 2. Your Brand vs. Their Brand 3. Social Media Is Only a Vessel, Give Them Something to Fill It 4. In the Digital Age, Convenience Can Have Huge Pay Offs 5. Never Forget, Happy Employees Make Customers into Brand Evangelists @shellkillebrew #RaganCCC
  45. 45. How to build and activate an online community. A community is a place where people can gather, share ideas and co-create.
  46. 46. At Nomiku, this has created EatTender.com • Social • Brand agnostic • Sharing
  47. 47. Make it mobile!
  48. 48. How to Foster Community • Engage in the content they are creating – celebrate it! • Help them make connections with other likeminded people • Add helpful content to the community, but don’t over-sell it • Allow your community to build it’s own identity @shellkillebrew #RaganCCC
  49. 49. Summary • Influencer marketing will continue to grow in importance as people have more control over the media they engage with • Influencer marketing should be a part of your corporate communications plan or marketing mix • Strategic relationships should be fostered for the long-term, just as you do with your media relationships • Foster influencers to become evangelists • Create community engagement to help evangelists encourage and thrive off one another
  50. 50. Thank you Questions?
  51. 51. Resources Articles: • http://www.adweek.com/digital/10-reasons-why-influencer-marketing-is-the-next-big-thing/ • http://www.adweek.com/digital/study-influencer-marketing-pays-6-50-for-every-dollar-spent/ • https://www.surveygizmo.com/survey-blog/5-ways-to-convert-customers-to-brand-evangelists/ • http://carusele.com/new-study-proves-roi-of-influencer-marketing/ Downloads: • Influencer Marketing: The Latest Strategies, Templates, and Tools by Content Marketing Institute: http://contentmarketinginstitute.com/education/the-complete-guide-to-influencer- marketing-strategies-templates-tools • INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING by Altimeter, TopRank Marketing & Traackr: http://view.ceros.com/ceros-marketing/influence-2-0

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