1. From Marketing Thought
Leadership to
Brand Super-Influencer
Tweet About This Event
#AOWEB

2. The 1% Social Media Rule
• 1% of your brand’s social media followers
execute the majority of social sharing
– Pass links to content, promotions;
updates to their networks
• Not just fans – Brand Ambassadors! Q3 Opportunities
• Key to visibility in the social enterprise
– Drive anywhere from 20% - 70% of all visits
to campaign pages
– Influence more than 30% of all conversions
Tweet #AOWEB

3. Today’s Guest Speaker
Jeff Ernst
Principal Analyst
Forrester Research, Inc.

4. 4 © 2010 Forrester Research, Inc. Reproduction Prohibited
Tweet #AOWEB

5. Business buyers don’t
buy your product,
they buy into your approach
to solving their problem.
5 © 2010 Forrester Research, Inc. Reproduction Prohibited

6. B2B buying process is about solving problems
Learn about approaches Define requirements
Gain commitment to change Identify possible solutions
Understand problem/ Build business case
opportunity
Compare alternatives
Measure and share results
Make decision
Participate in communities
and user groups Acquire solution components
Adopt and use solution
6 © 2010 Forrester Research, Inc. Reproduction Prohibited
Tweet #AOWEB

7. Thought Leadership Marketing
Big ideas and POVs on Customer’s issues
+ Content vehicles
+ Sharing
+ Dialog
= Trusted source
7 © 2010 Forrester Research, Inc. Reproduction Prohibited
Tweet #AOWEB

8. Thought leadership embodies bold attributes
Relevant • Deals with big issues your buyers face.
Provocative • Challenges conventional thinking.
Forward-looking • Anticipates what’s coming over the horizon.
Distinct • Different from what everyone else is saying.
Inspiring • Energizes people about this way of thinking.
Actionable • Provides actionable advice on what clients can do
Results-driven • Using the ideas can produce breakthrough results.
Conversational • The tone encourages a dialogue and feedback.
Credible • Your company can help people get there.
• Makes no reference to your products and
Independent services.
Total
8 © 2010 Forrester Research, Inc. Reproduction Prohibited

9. Thought Leadership and The Sales Funnel
9 © 2010 Forrester Research, Inc. Reproduction Prohibited
Tweet #AOWEB

10. Forrester’s four-step IDEA framework
I Identify your target audience, their issues, and
the sources of information they trust.
Develop your thought leadership platform: the
D ideas and content that express the company’s
positions.
E Engage your audience through a considered
mix of digital, social, and traditional channels.
A Assess the impact on your business and revise
or reinvest.
10 © 2010 Forrester Research, Inc. Reproduction Prohibited
Tweet #AOWEB

11. UPS is more than shipping packages
Big Idea
The New Logistics:
Turn movement of goods
into competitive advantage.
Positions
• Improve customer service
through faster delivery
• Eco-friendly packaging
and shipping practices
• Use logistics to expand
internationally
11 © 2010 Forrester Research, Inc. Reproduction Prohibited
Tweet #AOWEB

12. iCrossing is more than a search agency
Big Idea
Connected Brands:
CMO’s must engage
consumers across digital
world with content.
Positions
• Use mobility to connect
your brand
• Facebook as a publishing
platform
• Impact of search on a
connected brand
12 © 2010 Forrester Research, Inc. Reproduction Prohibited
Tweet #AOWEB

13. Conversations that build trust over time
13 © 2010 Forrester Research, Inc. Reproduction Prohibited

14. Kaspersky Lab: at the center of IT security conversation
Strategy
• Raise awareness of
cyber-attack and
online threats
• Hired 3 prominent
journalists
• Deliver news, with
own commentary
• Original content and
video
• Editorial never
discusses products
• Syndicate to
channel partners
14 © 2010 Forrester Research, Inc. Reproduction Prohibited
Tweet #AOWEB

15. Corning: Showcase innovation and vision
Strategy
 Ingredient-branding
campaign
 Show vision of how glass
can be used
 CorningGorillaGlass.com
 Supported with outdoor,
airport, PR
 Viral video
 Facebook page
15 © 2010 Forrester Research, Inc. Reproduction Prohibited
Tweet #AOWEB

16. Kadient: Challenge conventional thinking on
sales enablement
 Challenge: Generate pipeline for new SaaS app among
sales ops professionals and difficult-to-reach audience.
 Solution: Viral eBook > white paper > workshop
 Result: 4,000 downloads, 800 leads in four weeks
16 © 2010 Forrester Research, Inc. Reproduction Prohibited
Tweet #AOWEB

17. MetricStream: Engage risk and compliance pros
early
 Challenge: Hypercompetitive market with long sales cycles
 Solution: Community, news, premium content, alerts,
blogs, and podcasts on burning compliance issues
 Result: 500,000-plus registered users, 30% of leads
17 © 2010 Forrester Research, Inc. Reproduction Prohibited
Tweet #AOWEB

18. Thank you.
Jeff Ernst
+1 617.613.6754
jernst@forrester.com
@jeffernst
www.forrester.com
© 2009 Forrester Research, Inc. Reproduction Prohibited

19. Cultivating Your Super Influencers
Tips & Tricks

20. Love Your Super Influencers
• Save premium content
– Create exclusive content just for them
– Allow them to spread the word across
their networks
• Let them know they’re special
– They want to feel special; feel valued
• Invite them to spread the word
– Offer your Super Influencers deeper
access to information
– Help them differentiate their blogs,
tweets, etc.
People who find out about content through an influencer are 37%
more likely to engage than finding out about it through a vendor
Tweet #AOWEB

21. Dig Deep in the Blogosphere
• Bloggers are the gold!
– One popular blogger can influence up to
42% of direct response traffic
• Carefully monitor blogosphere
– Add them to your blog roll
– Quote/link their content; comment
intelligently
– They will likely reciprocate
• Reach out to them individually;
invite them to participate
– Influencers appreciate recognition
and attention more than offers
Tweet #AOWEB

22. Know influencers from Super
Influencers
• Not all Influencers are alike!
– Super influencers have followers
who trust their insights
• Interact with super influencers
on a one-to-one basis
– Target influencers more broadly
• Super influencers are the key
to social media success
– Provide them limited release content
– Bring them into the inner circle of
your company and strategy
Tweet #AOWEB

23. Super Influencer Influencing
• Identify and connect
– Motivate them to share!
• Engage them in direct dialogue
– Listen first. Talk second. Learn what
motivates them to share information
• Be authentic. Be human. Be respectful.
• Help them add value. It’s not about selling.
• Keep it simple!
– What you’re offering, what you want them to do for you
Tweet #AOWEB

24. Act-On Integrated Marketing Platform
World Class E-Mail Complete Set of Tools Approach and Terms
Marketing Core and on One Platform that Work
Deliverability
• Drip, Web Analytics, • Start Simple, Automate
• 3rd Generation Email Landing Pages, Forms, at Own Pace
Scoring, CRM Integration,
• No Extra Cost for Social Media, Reporting • Affordable Pricing; Month-
Deliverability and More… to-Month Contracts
• Focus Usability, Simplicity • Live Customer Support –
and Manageability At No Additional Costs

25. QA and Next Steps
Within 24 hours:
You will receive an email to request whitepaper,
webinar recording, slides and Act-On Information.
Learn more about Act-On:
Join our weekly 30-minute live demo
Customer case study webinars
And more: www.actonsoftware.com
Tweet #AOWEB