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11.12.13
This document summarizes a discussion on influence marketing and influencers. It introduces the speakers and their backgrounds in influence marketing. It then provides examples of how to build an influencer strategy, including creating original content, driving a blog featuring influencer content, building an influencer community, and providing recognition. It also discusses identifying influencers based on scoring and rankings. An example is provided of an influencer's content reach. It outlines an influencer outreach campaign and discusses social command centers at events to manage social analytics.
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11.12.13
- 1. What’s the ROIof an Influencer? #SMTLive
- 2. Thanks to ourSponsor
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- 4. Our Speakers Sam Fiorellais the co-author of Influence Marketing: How to Create, Manage, and Measure Brand Influencers, which was ranked in BookScan’s Top 100 Business books this year. Sam is also a Partner at Sensei Inc, a customer experience firm with offices in Toronto and New York City and a faculty member at Rutgers University Center for Management Development where he teaches advanced social media and content marketing programs. @SamFiorella Tami Cannizzaro is a Global Director of Marketing at IBM where she is responsible for driving IBM’s Social Business initiative which helps companies to improve sales, marketing and workforce productivity by building social into the fabric of their organizations. Her stated mission is to help IBM become the number one Social Business in the world and to help clients become socially forward businesses. She writes a blog for marketers www.digitalageofmarketing.com. @TamiCann. Leslie Ament, Senior Vice President of Research is a Principal Analyst at Hypatia Research Group, a boutique industry analyst firm. Ament is a Customer Intelligence Management thought-leader and industry analyst who focuses on how organizations capture, manage, analyze and apply actionable customer insight to improve customer management techniques, reduce operating expenses and to accelerate corporate growth. A CRM practitioner, Ament has driven process requirements gathering & implementation for both on-premise & SaaS CRM systems. @Hypatia_LeslieA Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. @PaulDunay #SMTLive
- 13. Building an InfluencerStrategy 1. Raise Brand Awareness through original content • Editorial calendar • Tie into relevant market themes 2. Drive a Blog featuring Influencer Content • Build community of cross-functional contributors • Build content syndication strategy (Outbrain, Listly, Triberr, etc.) • Solicit 3rd-party content 3. Build a Passionate Influencer Community • Build virtual communities to share content • Leverage industry events (NRF, PivotCon, Summits) • Social events offline & online 4. Build ways to provide Influencer recognition 5. Work with prestige partners & press placements (eg. HBR, HuffPo, MIT Sloan)
- 14. Identifying Your Influencers Identification ofindustry influencers based on custom scoring and rankings systems, in order to identify the most impactful influencer to target for the brand or industry. SOCIAL MEDIA TODAY (C) 2013
- 15. The Influencer Model BryanKramer was a top influencer at the recent Smarter Commerce Global Summit in Nashville, conducting over 15 interviews with VIP social influencers on Smarter Commerce’s behalf and delivered a dynamic session on “Building your Social Body Language.” Example: Here’s a snapshot of how @BryanKramer’s content was spread over the course of May 17May 24, 2013. There were 1000 retweets of his posts that reached a potential 5 million Twitter users globally in just 8 days. 15 © 2012 IBM Corporation
- 16. Influencer Outreach Campaign VIPoutreach campaigns to invite key players to attend an event or try a product to increase buzz, share of voice, impressions, reach, sentiment and follower-base IBM_DEV-109 Smarter Commerce Global Summit 2013 - Nashville Blogger Outreach Roadmap Pre-Event At Event Post Event EMAIL EMAIL VIP Bloggers from 2012 Register EMAIL EMAIL EMAIL Follow-up from VIP Concierge Canʼ t wait to see you! Check-into our Facebook site to start networking Influencer specific storify sent to VIP bloggers Storify, Twitter, Facebook, Pinterest and ongoing retweets and responses. Thanks for coming! Relive your experience here. Register Blogger call for Invite to 15 feedback. bloggers for feedback call. Opportunity to submit 5 influencer names and story/stats to include in marketing kit. February 1st 16 Reminder email from Ally to submit your list and story. Why attend? You will be receiving something next week. No Register FedEx/UPS Kit - USB w/ assets - VIP credentials - Insert, why to attend EMAIL Did you receive the kit? We hope to see you! March Arpil 10th EMAIL Donʼ t forget to register. May 1st Reminder to watch live stream with links. EMAIL We missed you! See what happened here. May 30th
- 17. Social Command Centersand leaderboards at events Planning and orchestration of social analytics displayed on the Social Command Center screens, and on-site management of Command Center at events 17
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- 22. Join us onThursday for… 11/14 Native Advertising: Latest Ad Fad, or the Future of Publishing? http://socialmediatoday.com/native-advertising-webinar
Editor's Notes
- #2 The way we go about our lead generation campaigns is we base them on a Unified strategy- we determine the goals of the client and these can be refined once we discuss a little more but then we also factor in the purpose of the potential leads who are seeking information. People are coming to Social Media Today to get information and make their business better. They are looking for a solution. Jive can be that solutionWe can guarantee the Social Media Today leads are better qualified because of the quality of the content, and the unique vision that understands what business you are in and what you are trying to achieve. We are not trying to simply deliver leads, we are trying to cultivate relationships and connect you to real customers.
- #4 http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
- #5 We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)