Your Company's Social Media Secret Weapon: Thought Leadership for Brand Superpower - Katie McKiever, Katie McKiever LLC

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Discover the untapped potential of thought leadership as the most effective tool to showcase your organization's value, even surpassing traditional advertising or product marketing, according to B2B buyers. In fact, during economic downturns, high-quality thought leadership holds even greater sway over decision-making, with 50% of C-suite executives citing its impact (Source: 2022 LinkedIn-Edelman B2B Thought Leadership Impact Report). Learn how to transform your leaders into social media superstars, harnessing their expertise to elevate your brand's presence. Explore effective strategies to position your organization as a thought leader, identifying opportunities in challenging times, and captivating your target audience. Join Katie McKiever's session to unlock the true potential of thought leadership, unleash your brand's superpower, and propel your success in a dynamic digital landscape.

Marketing

of decision-makers say thought
leadership is more effective at
conveying an organization’s benefits
compared to traditional marketing.
Source: 2022 LinkedIn-Edelman B2B Thought
Leadership Impact Report
@KATIEMCKIEVER

An entity recognized as an
authority in a specific industry.
@KATIEMCKIEVER

"Thought leadership is not about selling;
it's about building trust. When you
consistently provide valuable insights
and genuine expertise, people will
naturally gravitate towards you and
trust your guidance."
- Dorie
Clark
@KATIEMCKIEVER

Source: LinkedIn's Marketing Solutions Blog
@KATIEMCKIEVER

FEB.
2018
LATE 2018
EARLY
2019
LATE 2019
2021
@KATIEMCKIEVER

FEB.
2018
LATE 2018
Employee Advocacy
@KATIEMCKIEVER

FEB.
2018
LATE 2018
EARLY
2019
~75
@KATIEMCKIEVER

FEB.
2018
LATE 2018
EARLY
2019
LATE 2019
~1,200
@KATIEMCKIEVER

FEB.
2018
LATE 2018
EARLY
2019
LATE 2019
2021
Results:
• 10s of millions impressions
• millions $ earned media value
• dozens new hires
@KATIEMCKIEVER

• communications
alignment
• leadership
buy-in
• content
consistency
• ovestimated
adoption
• vastly
underestimated
impact
@KATIEMCKIEVER

Give your employees explicit
permission and authority
@KATIEMCKIEVER

Train, communicate your news, give
them messaging
@KATIEMCKIEVER

Have a reciprocal digital relationship
@KATIEMCKIEVER

https://www.linkedin.com/in/katiemckiever/

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This presentation was used for the talk on Frontiers of New Age Business at KCT Business School (Coimbatore) by the Social Beat co-founder, Mr. Vikas Chawla. The main agenda of the meet was the discussion of Relevance of Social Media for Business & the Youth in the present context. Its a very effective analysis of the present day context of digital marketing to boost businesses. Also, the evolving trend of recruitment policies of companies getting affected by the rise of social / digital media is also brought to light

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In general, B2B buyers consult roughly seven information sources before making a purchase decision. Of those sources, a company's blog content ranks near the bottom of what buyers care about; instead, they are preferring product demos, user reviews and peer communities as a way to gauge a tech company's trustworthiness. So, if simply publishing content regularly doesn't move the needle as much it once did, what can B2B tech marketers do instead to build trust for their brand? Join Jacquie Chakirelis, Director of Digital Strategy for Quest Digital and one of the top 50 B2B influencers to follow in 2021, to dive into how we can leverage our marketing efforts to earn and keep trust with our customers and empower them to become our advocates. Top takeaways of this session will include: 1. How to break the "inauthentic” content patterns to build lasting relationships with your customers. 2. Learn simple ways B2B technology companies are collaborating with their customers to become the messengers in peer communities and through user-generated content. 3. Explore new tools that marketers can use for content projects designed to build trust. - - - This is the slide deck from the March 2022 HubSpot User Group (HUG) for B2B Technology USA. View the webinar recording at https://youtu.be/4jpri3zjdfc Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/

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1. MASTER CLASS CHARLOTTE, NC ~ JUNE 26 - 27, 2023 DIGIMARCONSOUTHATLANTIC.COM | #DigiMarConSouthAtlantic Katie McKiever FOUNDER KATIE MCKIEVER LLC Your Company's Social Media Secret Weapon: Thought Leadership for Brand Superpower

2. By @KatieMcKiever Thought Leadership for Brand Superpower

3. of decision-makers say thought leadership is more effective at conveying an organization’s benefits compared to traditional marketing. Source: 2022 LinkedIn-Edelman B2B Thought Leadership Impact Report @KATIEMCKIEVER

4. An entity recognized as an authority in a specific industry. @KATIEMCKIEVER

5. Logo/Brand Two Channels People @KATIEMCKIEVER

6. People Brands @KATIEMCKIEVER

7. - Simon Sinek "Trust is the currency of relationships, and when it comes to choosing between a faceless brand and a person who genuinely cares, people will always choose the latter." @KATIEMCKIEVER

8. Exceptions: @KATIEMCKIEVER

9. @KATIEMCKIEVER

10. "Thought leadership is not about selling; it's about building trust. When you consistently provide valuable insights and genuine expertise, people will naturally gravitate towards you and trust your guidance." - Dorie Clark @KATIEMCKIEVER

11. Employee Advocacy @KATIEMCKIEVER

12. @KATIEMCKIEVER

13. Source: LinkedIn's Marketing Solutions Blog @KATIEMCKIEVER

14. 150K @KATIEMCKIEVER

15. FEB. 2018 LATE 2018 EARLY 2019 LATE 2019 2021 @KATIEMCKIEVER

16. FEB. 2018 @KATIEMCKIEVER

17. FEB. 2018 Brand Awareness @KATIEMCKIEVER

18. FEB. 2018 LATE 2018 Employee Advocacy @KATIEMCKIEVER

19. FEB. 2018 LATE 2018 EARLY 2019 ~75 @KATIEMCKIEVER

20. FEB. 2018 LATE 2018 EARLY 2019 LATE 2019 ~1,200 @KATIEMCKIEVER

21. FEB. 2018 LATE 2018 EARLY 2019 LATE 2019 2021 Results: • 10s of millions impressions • millions $ earned media value • dozens new hires @KATIEMCKIEVER

22. • communications alignment • leadership buy-in • content consistency • ovestimated adoption • vastly underestimated impact @KATIEMCKIEVER

23. @KATIEMCKIEVER

24. Give your employees explicit permission and authority @KATIEMCKIEVER

25. Train, communicate your news, give them messaging @KATIEMCKIEVER

26. Have a reciprocal digital relationship @KATIEMCKIEVER

27. • Thought leadership = brand's advantage • People > logo • Employee advocacy = biz outcomes • Atrium Health case study • 3 E's @KATIEMCKIEVER

28. @KatieMcKiever

29. https://www.linkedin.com/in/katiemckiever/

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