Michael Brito and Kriselle Laran tackle B2B influencer marketing and scaling influencer programs to reach the right audiences through the right voices on the right channels.
Managing and Connecting with your Influencers (by W2O Group & SBA)W2O Group
This webinar will help small business owners learn how to engage with people who can influence their online reputation and gain value through social media tools. Word-of-mouth is becoming increasingly more important in driving purchases. Consumers care about what other consumers think, so they spend more time researching products and services online. Influencers who have the widest reach have the potential to sway their community. Research has shown that 65 percent of top US brands reported participating in influencer marketing.
Topics covered during this webinar are:
• Understanding the importance of influencers;
• Finding the right tools and methodologies to identify your influencers;
• Learning some basic techniques for engaging your key influencers; and
• Focusing on growing your future influencers
Everyone says you should work with influencers to help increase word of mouth and online conversations, but how do you actually find influencers that make sense for your brand? And how do you go about building mutually beneficial relationships? This presentation answers these questions and more to help brands start wrapping their heads about the homework and effort it takes to build meaningful relationships with influencers.
Getting high domain authority links through earned media to improve Google search engine rankings for clients is something we and other PRs have been doing behind the scenes for more than a decade. In this presentation (delivered at PR Moment's 'Intersection of PR and SEO' conference by Rich Leigh of Radioactive PR on 24th October 2019), we look at why PR should own link building, why buying links is a daft idea financially (not least because it's a violation of Google's guidelines) and we look at an industry-first benchmark of PR for SEO agency results that help to set our client expectations around link building.
It is not necessary that the product should be yours. There are many ways in which you can acquire products from others. Getting resell rights to products is one way in which you do this. Becoming an affiliate for some website that is selling a product is another way to do this. Here you are not selling your own product, but you are
publicizing it on the Internet all the same. That is why it fits within
the definition of Internet marketing. Affiliate marketing is a subset of Internet marketing.
@peoplelinx #KissWebinar @michaelido
1 Why Social Selling? Employee Advocacy Prospecting Deal Nurturing 2 Measuring the ROI 3 Section Three – The Change Journey TABLE OF CONTENTS
B2B BUYERS ARE CHANGING Sources: Corporate Executive Board, Telenet, Ovation Sales Group Calls required to reach a buyer (up from 3.7 in 2007). HARDER TO REACH 8 Decision-makers participate in an average enterprise purchase. CONSENSUS-DRIVEN 5.4 Of buyers’ decision is already made before speaking with a sales rep. SELF-EDUCATING 60% Of B2B executives use social media to research buying decisions. USING SOCIAL 84%
6.2 10 11.57 12.81 0 2 4 6 8 10 12 14 Conducts Non Traditional Customer Due Dilligence Personally Owns Lead Generation Leads With Insight Uses Social Media as a Critical Channel ImprovementProbabilityof becomingaTopPerformer SOCIAL SELLING IS CRITICAL TO EARLY ENGAGEMENT Sources: Corporate Executive Board
PUNDITS SAY IT’S AWESOME MARK FIDELMAN Forbes “78% of salespeople using social media outsell their peers.
Will you see similar results?
MEASURE FOR YOURSELF
SOCIAL SELLING INDEX (SSI)
KLOUT SCORE
WHAT’S MISSING
SOCIAL IS JUST A CHANNEL
Awareness Lead Generation Qualification Opportunity Upsell Referral Employee Advocacy Prospecting Deal Nurturing THE CHANNEL SUPPORTS THREE SALES ACTIONS
EMPLOYEE ADVOCACY METRICS: CLICKS, FORM-FILLS
SOCIAL PROSPECTING METRICS: MEETINGS, OPPORTUNITIES
NURTURE METRICS: WIN RATES, CYCLE TIMES
CRM CAN REPORT THIS…
WHEN SOCIAL ACTIONS ARE ASSOCIATED WITH OUTCOMES Employee Advocacy Prospecting Deal Nurturing Capture “Social” as Lead Source & Opportunity Source in CRM Capture social gestures in activity history (hard to do manually) Share tracker URLs on social (More segmented = more info)
WHICH WAY DOES THE CAUSAL ARROW POINT?
$1-2 CPC 30-40% of form-fill conversions contributed by social 3-4x increase in outbound yield v. cold-calling 10-20% increase in win rate 20-30% acceleration in cycle times WHAT SUCCESS LOOKS LIKE
THREE THINGS YOU CAN DO RIGHT NOW Give employees unique tracker URLs for social sharing Add “Social” to lead/deal source Capture success stories
Sources: PeopleLinx The State of Social Selling – 2015 REPS NEED HELP
Train employees on social selling Encourage use of social selling Measure Results of social selling EMPLOYERS AREN’T HELPING
EMPLOYER SUPPORT MAKES A BIG DIFFERENCE
SOCIAL SELLING MATURITY MODEL (SSMM) (No Change to Lift) 1-2%Policy Training Integration Optimization Increase to 7-8% Increase to 10-15% Increase to 15-20% Random Acts of Social Sales Lift 1-2%
MICHAEL IDINOPULOS CMO, PeopleLinx @michaelido THUE MADSEN Marketing Operations Manager, Kissmetrics @thuelmadsen Questions?
Social trends, why they are important and why they are not Joe Edwards
As marketing people, there are two things we cannot help doing: making up new-fangled words (e.g. gamification) and following the latest trends. We’ve always loved new shiny things and while trends are important, as social marketers, it’s important to remember that there are some fundamentals we need to get right. In this presentation, Joe highlights some interesting trends in the digital and social space, what they mean for businesses today and how they can be actioned tomorrow. But more importantly why marketers need to be careful in following every trend and forgetting the basics…. How to stay interesting to your audience.
Managing and Connecting with your Influencers (by W2O Group & SBA)W2O Group
This webinar will help small business owners learn how to engage with people who can influence their online reputation and gain value through social media tools. Word-of-mouth is becoming increasingly more important in driving purchases. Consumers care about what other consumers think, so they spend more time researching products and services online. Influencers who have the widest reach have the potential to sway their community. Research has shown that 65 percent of top US brands reported participating in influencer marketing.
Topics covered during this webinar are:
• Understanding the importance of influencers;
• Finding the right tools and methodologies to identify your influencers;
• Learning some basic techniques for engaging your key influencers; and
• Focusing on growing your future influencers
Everyone says you should work with influencers to help increase word of mouth and online conversations, but how do you actually find influencers that make sense for your brand? And how do you go about building mutually beneficial relationships? This presentation answers these questions and more to help brands start wrapping their heads about the homework and effort it takes to build meaningful relationships with influencers.
Getting high domain authority links through earned media to improve Google search engine rankings for clients is something we and other PRs have been doing behind the scenes for more than a decade. In this presentation (delivered at PR Moment's 'Intersection of PR and SEO' conference by Rich Leigh of Radioactive PR on 24th October 2019), we look at why PR should own link building, why buying links is a daft idea financially (not least because it's a violation of Google's guidelines) and we look at an industry-first benchmark of PR for SEO agency results that help to set our client expectations around link building.
It is not necessary that the product should be yours. There are many ways in which you can acquire products from others. Getting resell rights to products is one way in which you do this. Becoming an affiliate for some website that is selling a product is another way to do this. Here you are not selling your own product, but you are
publicizing it on the Internet all the same. That is why it fits within
the definition of Internet marketing. Affiliate marketing is a subset of Internet marketing.
@peoplelinx #KissWebinar @michaelido
1 Why Social Selling? Employee Advocacy Prospecting Deal Nurturing 2 Measuring the ROI 3 Section Three – The Change Journey TABLE OF CONTENTS
B2B BUYERS ARE CHANGING Sources: Corporate Executive Board, Telenet, Ovation Sales Group Calls required to reach a buyer (up from 3.7 in 2007). HARDER TO REACH 8 Decision-makers participate in an average enterprise purchase. CONSENSUS-DRIVEN 5.4 Of buyers’ decision is already made before speaking with a sales rep. SELF-EDUCATING 60% Of B2B executives use social media to research buying decisions. USING SOCIAL 84%
6.2 10 11.57 12.81 0 2 4 6 8 10 12 14 Conducts Non Traditional Customer Due Dilligence Personally Owns Lead Generation Leads With Insight Uses Social Media as a Critical Channel ImprovementProbabilityof becomingaTopPerformer SOCIAL SELLING IS CRITICAL TO EARLY ENGAGEMENT Sources: Corporate Executive Board
PUNDITS SAY IT’S AWESOME MARK FIDELMAN Forbes “78% of salespeople using social media outsell their peers.
Will you see similar results?
MEASURE FOR YOURSELF
SOCIAL SELLING INDEX (SSI)
KLOUT SCORE
WHAT’S MISSING
SOCIAL IS JUST A CHANNEL
Awareness Lead Generation Qualification Opportunity Upsell Referral Employee Advocacy Prospecting Deal Nurturing THE CHANNEL SUPPORTS THREE SALES ACTIONS
EMPLOYEE ADVOCACY METRICS: CLICKS, FORM-FILLS
SOCIAL PROSPECTING METRICS: MEETINGS, OPPORTUNITIES
NURTURE METRICS: WIN RATES, CYCLE TIMES
CRM CAN REPORT THIS…
WHEN SOCIAL ACTIONS ARE ASSOCIATED WITH OUTCOMES Employee Advocacy Prospecting Deal Nurturing Capture “Social” as Lead Source & Opportunity Source in CRM Capture social gestures in activity history (hard to do manually) Share tracker URLs on social (More segmented = more info)
WHICH WAY DOES THE CAUSAL ARROW POINT?
$1-2 CPC 30-40% of form-fill conversions contributed by social 3-4x increase in outbound yield v. cold-calling 10-20% increase in win rate 20-30% acceleration in cycle times WHAT SUCCESS LOOKS LIKE
THREE THINGS YOU CAN DO RIGHT NOW Give employees unique tracker URLs for social sharing Add “Social” to lead/deal source Capture success stories
Sources: PeopleLinx The State of Social Selling – 2015 REPS NEED HELP
Train employees on social selling Encourage use of social selling Measure Results of social selling EMPLOYERS AREN’T HELPING
EMPLOYER SUPPORT MAKES A BIG DIFFERENCE
SOCIAL SELLING MATURITY MODEL (SSMM) (No Change to Lift) 1-2%Policy Training Integration Optimization Increase to 7-8% Increase to 10-15% Increase to 15-20% Random Acts of Social Sales Lift 1-2%
MICHAEL IDINOPULOS CMO, PeopleLinx @michaelido THUE MADSEN Marketing Operations Manager, Kissmetrics @thuelmadsen Questions?
Social trends, why they are important and why they are not Joe Edwards
As marketing people, there are two things we cannot help doing: making up new-fangled words (e.g. gamification) and following the latest trends. We’ve always loved new shiny things and while trends are important, as social marketers, it’s important to remember that there are some fundamentals we need to get right. In this presentation, Joe highlights some interesting trends in the digital and social space, what they mean for businesses today and how they can be actioned tomorrow. But more importantly why marketers need to be careful in following every trend and forgetting the basics…. How to stay interesting to your audience.
Here are 10 Commandments of Digital, Mobile, Social Media and overall online marketing for both B2B and B2C segments. After all, we sell to people and all marketing it B2P. Special thanks for inspiration from Brian Solis, Jeremiah Owyang, Scott Stratten, and Charlene Li and hat tip to creators of Lego and Star Wars for helping make learning these valuable lessons fun. (and thanks to Gabe Zichermann for teaching me the importance of fun!)
Content marketing has taken center stage for many brands and companies in recent years. Storytelling, useful content, and building relationships have increased in importance. How can you make content marketing the star of your marketing? Read more from Content Marketing World 2015 speakers in the 2nd of our three #CMWorld eBooks.
11 Content Marketing Gems from Content Jam SpeakersLightspan Digital
11 of #contentjam's speakers share nuggets of wisdom and give a sneak-peek into their presentations. Because... content!
Content Jam is a one-day content marketing conference on October 2, 2014. Experts in content strategy and creation, SEO, analytics, promotion, conversion, and measurement will share their smartest tools and techniques. You’ll learn how to create, manage, promote, share, and measure your content marketing efforts.
15 thought leaders presenting at the Authority Rainmaker conference share integrated marketing advice on Design, Content, Traffic and Conversion.
Authority Rainmaker conference is May 13-15 in Denver, CO featuring nationally known experts including Daniel Pink, Sally Hogshead, Chris Brogan and Henry Rollins. Marketing experts include Brian Clark, Ann Handley, Joe Pulizzi, Danny Sullivan, and many others.
This eBook was produced for Copyblogger Media by TopRank Online Marketing.
More than a decade ago, there were no such thing as 'traditional' or 'digital' PR agencies, there were only PR agencies. Now, the landscape is very different; some agencies have embraced the opportunities that digital can offer and others are being left behind.
11 REASONS TO BE EXCITED ABOUT WHAT YOU’LL LEARN AT CONTENT JAMLightspan Digital
11 of #contentjam's speakers share nuggets of wisdom and give a sneak-peek into their presentations. Because... content!
Content Jam is a one-day content marketing conference on October 2, 2014. Experts in content strategy and creation, SEO, analytics, promotion, conversion, and measurement will share their smartest tools and techniques. You’ll learn how to create, manage, promote, share, and measure your content marketing efforts.
Ask yourself this question: is your approach to digital marketing strategy hitting all of your KPIs and objectives? For many marketers, the answer to that question is a resounding “maybe.” This Digital Marketing Strategy Master Class will give you the tools you need to answer that question. Learn how to research and craft personas, mine data and analytics for planning insights, create amazing planning shortcuts that save you time and optimize marketing campaigns to enhance your brand’s customer experience.
Visually partnered with Tint to bring you this webinar on the power of storytelling and how you can use storytelling to take your marketing to the next level.
This eBook is the second of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on how to take your content from supporting cast, to leading character.
Sales is undergoing a radical and fundamental change in response to the evolving demands of a more informed and increasingly digital world of prospects. HubSpot CRO Mark Roberge interviewed nine thought leaders regarding their predictions on the Future of Sales.
What is the future of influencer marketing?Ted Coiné
Dear CEO, CMO, PR and Communications leader: The future of B2B marketing is here. Welcome to influencer marketing based on trust. Designed for results. Because today, it's disrupt or be disrupted. The choice is yours.
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
What can the PR industry learn from Kung Fu Panda?Ben Shipley
Presentation slides from Council of PR event in Hong Kong on the 21st of July. Thoughts on what one plucky cartoon character can teach an industry high on value but low on recognition.
Use these tips to make your social media marketing EVEN better! We interviewed marketers who are in the weeds of social media every day to find their best tips for everything from building a quality social following to posting creative social content.
How to Build Transformational Organization Wide MarketingBernie Borges
The modern marketing department has an overwhelming responsibility. In many ways, the deck is stacked against marketers. Demands from the c-suite to demonstrate ROI on marketing spend is at an all time high. The tools and technology are changing at lightning speed. Resources are limited. Additionally, most of a brand’s expertise rests in the employee ranks across various departments where these employees engage directly with customers and consequently have a deeper knowledge of the customer’s buying journey.
The modern marketing department is undergoing a transformation whereby the marketing function can no longer be considered the sole responsibility of one department called marketing.
Enterprise-wide marketing is not an option.
The modern marketer must build consensus with other departments to willingly participate in strategies and tactics that help to humanize the brand and to communicate the promise of the brand.
Bernie Borges, a Futurist and Social Business Strategist offers a framework for any business to implement an organization-wide marketing plan.
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
Here are 10 Commandments of Digital, Mobile, Social Media and overall online marketing for both B2B and B2C segments. After all, we sell to people and all marketing it B2P. Special thanks for inspiration from Brian Solis, Jeremiah Owyang, Scott Stratten, and Charlene Li and hat tip to creators of Lego and Star Wars for helping make learning these valuable lessons fun. (and thanks to Gabe Zichermann for teaching me the importance of fun!)
Content marketing has taken center stage for many brands and companies in recent years. Storytelling, useful content, and building relationships have increased in importance. How can you make content marketing the star of your marketing? Read more from Content Marketing World 2015 speakers in the 2nd of our three #CMWorld eBooks.
11 Content Marketing Gems from Content Jam SpeakersLightspan Digital
11 of #contentjam's speakers share nuggets of wisdom and give a sneak-peek into their presentations. Because... content!
Content Jam is a one-day content marketing conference on October 2, 2014. Experts in content strategy and creation, SEO, analytics, promotion, conversion, and measurement will share their smartest tools and techniques. You’ll learn how to create, manage, promote, share, and measure your content marketing efforts.
15 thought leaders presenting at the Authority Rainmaker conference share integrated marketing advice on Design, Content, Traffic and Conversion.
Authority Rainmaker conference is May 13-15 in Denver, CO featuring nationally known experts including Daniel Pink, Sally Hogshead, Chris Brogan and Henry Rollins. Marketing experts include Brian Clark, Ann Handley, Joe Pulizzi, Danny Sullivan, and many others.
This eBook was produced for Copyblogger Media by TopRank Online Marketing.
More than a decade ago, there were no such thing as 'traditional' or 'digital' PR agencies, there were only PR agencies. Now, the landscape is very different; some agencies have embraced the opportunities that digital can offer and others are being left behind.
11 REASONS TO BE EXCITED ABOUT WHAT YOU’LL LEARN AT CONTENT JAMLightspan Digital
11 of #contentjam's speakers share nuggets of wisdom and give a sneak-peek into their presentations. Because... content!
Content Jam is a one-day content marketing conference on October 2, 2014. Experts in content strategy and creation, SEO, analytics, promotion, conversion, and measurement will share their smartest tools and techniques. You’ll learn how to create, manage, promote, share, and measure your content marketing efforts.
Ask yourself this question: is your approach to digital marketing strategy hitting all of your KPIs and objectives? For many marketers, the answer to that question is a resounding “maybe.” This Digital Marketing Strategy Master Class will give you the tools you need to answer that question. Learn how to research and craft personas, mine data and analytics for planning insights, create amazing planning shortcuts that save you time and optimize marketing campaigns to enhance your brand’s customer experience.
Visually partnered with Tint to bring you this webinar on the power of storytelling and how you can use storytelling to take your marketing to the next level.
This eBook is the second of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on how to take your content from supporting cast, to leading character.
Sales is undergoing a radical and fundamental change in response to the evolving demands of a more informed and increasingly digital world of prospects. HubSpot CRO Mark Roberge interviewed nine thought leaders regarding their predictions on the Future of Sales.
What is the future of influencer marketing?Ted Coiné
Dear CEO, CMO, PR and Communications leader: The future of B2B marketing is here. Welcome to influencer marketing based on trust. Designed for results. Because today, it's disrupt or be disrupted. The choice is yours.
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
What can the PR industry learn from Kung Fu Panda?Ben Shipley
Presentation slides from Council of PR event in Hong Kong on the 21st of July. Thoughts on what one plucky cartoon character can teach an industry high on value but low on recognition.
Use these tips to make your social media marketing EVEN better! We interviewed marketers who are in the weeds of social media every day to find their best tips for everything from building a quality social following to posting creative social content.
How to Build Transformational Organization Wide MarketingBernie Borges
The modern marketing department has an overwhelming responsibility. In many ways, the deck is stacked against marketers. Demands from the c-suite to demonstrate ROI on marketing spend is at an all time high. The tools and technology are changing at lightning speed. Resources are limited. Additionally, most of a brand’s expertise rests in the employee ranks across various departments where these employees engage directly with customers and consequently have a deeper knowledge of the customer’s buying journey.
The modern marketing department is undergoing a transformation whereby the marketing function can no longer be considered the sole responsibility of one department called marketing.
Enterprise-wide marketing is not an option.
The modern marketer must build consensus with other departments to willingly participate in strategies and tactics that help to humanize the brand and to communicate the promise of the brand.
Bernie Borges, a Futurist and Social Business Strategist offers a framework for any business to implement an organization-wide marketing plan.
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
This thought piece, authored by strategists from the Proximity network and presented by Digital Lab, examines the empirical need for social media investment by brands and explores the frameworks for measuring the...
Social Media Marketing and Influencer Marketing
are a few buzzwords that have taken the marketing
world by storm in recent years. It has increasingly
become one of the most popular trends in marketing.
In fact, influencer marketing is already worth as
much as $8 billion, and is steadily on track to gain an
additional $7 billion by 2022, making it a $15 billion
industry according to a study by Business Insider.
As more companies begin to understand and see the
potential for success with influencer marketing, we
are seeing a shift away from traditional marketing
strategies such as radio, print, and T.V. ads. Eighty
percent of companies that have already implemented
an influencer marketing program say it performs
as good as - if not better than - other marketing channels (Media Kix).
Ready to dive more into the world of influencer
marketing? This guide teaches the basics of influencer
marketing and will help you establish a social media
influencer marketing program of your own.
Influencer marketing is a strategy used by brand to promote one of its goods or services online. Some influencer marketing alliances between brands and influencers are less formal then that; they only seek to increase brand recognition.
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
You’ve heard of social media, you have a Facebook account, and you may have even delved into the world of tweeting, but are these social medial tools utilized to help jumpstart word of mouth buzz and traffic for your website and business? Learning social media can mean the difference between millions of views. Combining the powerhouse of social media makes your business more relevant, more watched and more successful.
Fluent: The Razorfish Social Influence Marketing ReportRazorfish
Fluent: The Razorfish Social Influence Marketing Report. This report touches on how Social Influence Marketing encompasses every part of marketing and every dimension of an organization. A survey with 1,000 consumers plus six months worth of conversational data serve as the backbone of the findings in this report. We also introduce the SIM score, a simple but groundbreaking index for the social web.
Many businesses are confused with the term social media. This presentation attempts to communicate the term and related dynamics in context with what an audience understands
Gen Z: 2022 Trends, Analysis and Consumer InsightsZeno Group
Gen Z is poised to be the next generation of influential shoppers. They are expected to have significant spending power by 2026, so brands must cultivate brand loyalty and start building relationships early.
There are over 1.2 billion Gen Zers globally. It’s estimated that they represent about $143 billion in annual purchasing power. This does not even include the products and services paid for by their parents and family. According to Oxford Economics, Gen Z’s purchasing power will reach $2 trillion in less than ten years.
Gen Z’s importance for marketing and PR will only increase; in the US, Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025.
Marketing and PR teams must start paying attention to Gen Z's purchasing habits and trends. This generation is already making waves culturally, and their shopping habits will significantly impact the future of retail, commerce, and B2B decision-making. Previous generations like Baby Boomers, Gen X, and Millennials have always influenced innovation and the economy, as well as how brands create products, communicate with customers, and set prices.
Gen Z is already doing this, and the impact they are making is record-setting. Brands must start understanding how they shop, where they shop, and what they are talking about on their digital channels.
Gen Z represents a lucrative opportunity for brands that can connect with them and influence their shopping habits. This generation is known for being savvy and resourceful in using social and digital apps. They are also highly independent and value transparency.
Using Audience Intelligence to Architect a Content StrategyZeno Group
This eBook we created to help you navigate the world of audience data and intelligence. We gives actionable advice on how to use this data to inform content, editorial, paid media and media relations.
How to Reach B2B Buyers with Influencer Marketing in 2020Zeno Group
In this eBook, we break down the importance of influencer marketing for B2B brands, we analyze the topics and trends that are relevant to B2B buyers, and summarize the differences between organic influencer engagement and paid influencer activation and why it’s important to do both.
A Historic Moment: The Values Shift in Pandemic AmericaZeno Group
Zeno Group has long been committed to understanding the human condition – the hopes, fears, and values that influence behavior – with our study of generational values known as The Human Project. Based on our new research, we know American values are shifting in ways not seen in more than a decade and reminiscent of past periods of economic and social upheaval, such as the Great Recession and Great Depression. Americans are reappraising what matters.
Here is an up-close look at this values shift and what it means for communicators and marketers. Learn which values are rising fastest among Boomers, Millennials, Gen Xers and Gen Z. And hear why ‘Gen C’ is unlikely to mirror any of the generations who have preceded them.
COVID 19 Media Analysis & Audience IntelligenceZeno Group
Media intelligence and audience analysis that highlights the top publications writing about COVID 19 and the people that are talking about Corona Virus on social media.
Our analysis uncovered 7 distinct and unique audiences that driving the online discussion about Blockchain.
This audience was created based on conversational data of social profiles using the following keywords: Blockchain & Cryptocurrency.
Forbes Contributors Audience Analysis 2020Zeno Group
Our analysis uncovered 6 distinct and unique audiences that contribute to and/or write for Forbes.
This audience was created using bio search with unique self-identifiable key phrases including Forbes AND journalist, contributor, columnist, reporter and editor.
Our analysis uncovered 6 distinct and unique data scientist sub-audiences. This audiences were created using bio search with unique self-identifiable key phrases like data science and data scientist.
Audience Analysis: Artificial Intelligence 2020Zeno Group
Our analysis uncovered 9 distinct and unique audiences that are driving the online discussion about artificial intelligence.
This audience was created based on conversational data of social profiles using keywords like AI, Artificial Intelligence and #ArtificialIntelligence.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
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2. CONTENTS
Introduction to B2B Influence
Why Influencer Marketing?
Defining a Market
The 1:9:90 Model of Influence
How Influence is Measured
Activating Influencers Across All Media
Profiling B2B Influencers
Using Customized Creative
Informing Executive Communication & Activation
Informing Media Relations
Real-Time Content Activation
3. Influencer marketing
is one of the most promising
and underappreciated
disciplines in digital marketing.
“
”Brian Solis
Principal Analyst
Altimeter
4. INTRODUCTION TO
B2B INFLUENCE
There is something about a product
with mass consumer appeal that
makes influencer marketing extremely
effective.
Once you figure out what it is that
makes your consumers want to buy
your food or drink or shoe or car,
there are potentially hundreds—
thousands—of influential consumers
that can create interest and demand in
your company, and potentially
endorse your product. And, you can
almost instantly start tracking your
progress.
But for the business whose product or
service is targeted solely at other
businesses, this isn’t the case.
Someone with 50,000 followers on
Instagram isn’t going to be able to
take a picture of using your SaaS
platform or data center and driving
sales anytime soon, unfortunately.
Executives and business decision
makers don’t typically click on a link
from a Tweet, go to a website, add
“enterprise software” to the shopping
cart and check out. They’ll read about
the service, do research, ask questions,
ask more questions and spend
countless hours reviewing the options
before deciding.
Consider the minimum average sales
cycle of 3 – 6 months for technology
software. That’s down from 12 to 18
months from a few years ago. Even
though social and digital has
significantly decreased the B2B buyer
journey, it’s still quite longer than that
of a consumer.
B2B decision makers get as far as two-
thirds through the journey before they
reach out to a vendor, and that’s if the
vendor meets the minimum technical
requirements.
Reaching B2B decision makers is
difficult; they are sophisticated, well-
educated and extremely skeptical about
marketing. The way to overcome this
skepticism and capture attention?
Influencing their decisions through
trusted third-parties.
of marketers are experimenting with
influencer marketing programs. and
an even higher percentage claims that
their influencer marketing programs
are strategic. Source: Influence 2.0:
The Future of Influencer Marketing
43%
5. WHY
INFLUENCER MARKETING?
Trust. Credibility. Third-Party Validation.
All three are important in the B2B buyer’s journey.
Decision makers trust people like themselves and seek
third-party validation. Google is a starting point, but they
get their data from forums, white papers, eBooks, blog
posts, analyst reports, technology review sites, but most
importantly, their peers.
Influencers in the B2B space aren’t celebrities. They are
consultants. Technologists. Engineers. Entrepreneurs.
They are business decision makers.
When they talk, others listen.
When they create content, it gets shared.
When they express their point of view about a topic, it’s
documented and respected.
And guess what? Because influencers are in fact,
influential, their content will appear on the first page of
Google. Guaranteed.
6. DEFINING A MARKET
AND ITS RELATIONSHIP TO INFLUENCE
A business school’s definition of a market would be
something like: "the total of all the buyers and sellers in a
specific region where you want to sell your products or
services." A region can be the entire world, countries,
states, cities or zip codes. A market can be just about
anything you want it to be.
For example, if you sell enterprise security software, your
market is IT decision makers (ITDMs). This group is very
important to your business. They are the ones making
decisions on whether to purchase your software or go
with one of your competitors. Your market might also
include media and technology journalists because they
influence the ITDM purchase process based on what they
say, write and share. Overall, this is a pretty targeted
market.
Pepsi's market would be exponentially larger. Depending
on where you live, you’ll notice that its advertising
targets different groups of consumers -- millennials
active on social media and young families, especially if
you live in a coastal city. Its market also includes health-
conscious consumers, if you consider its healthier brands
like Aquafina and Kobe'.
On the other hand, if you sell yoga pants and have two
retail locations—one in Santa Clara and the other in Palo
Alto (both in Silicon Valley)—your market is much
smaller. It may consist of affluent consumers in very
specific zip codes who are yoga enthusiasts, drive a
Tesla, frequent Philz Coffee or just love to wear comfy
yoga pants around town and in the workplace.
While markets can be simple, they can also be extremely
complex. Imagine how segmented a market can be from
a political perspective if you consider candidates running
for office at the city, county, state and country level.
There are several markets and micro-markets that
overlap and would need to be considered.
The significance of understanding how markets are
segmented is critical to realizing how influence spreads.
The most impactful way to do this is by dissecting the
1:9:90 model of influence.
7. THE 1:9:90 MODEL OF INFLUENCE
True influence drives action.
In order for someone to have influence, they have to be
in a position to affect the opinions or behaviors of
another person. By definition, a B2B influencer will affect
a number of business decision makers in their
understanding of, interaction with and perception of idea
about products, brands and technology.
In 2006, the concept of the influence of one person to
many was captured by Charles Arthur, who suggested
91 90
CONTENT CREATION SHARE AND ENGAGE VIEW AND CONSUME
that “if you get a group of 100 people online then one
will create content, 10 will ‘interact’ with it (commenting
or offering improvements) and the other 89 will just view
it.”
Since then, there have been numerous iterations of
market dynamics, influence and how content is created,
shared and packaged across the internet. More than a
decade after this early definition of online influence, the
social landscape has evolved the concept and requires
new definitions.
8. 9 90
1st Degree Network 2nd Degree Network 3rd Degree Network
1
provided by
TARGETING THE 1%
CAN REACH THE ENTIRE MARKET
9. 1
THE ONE PERCENT
These are the top influencers, opinion leaders
and content creators. In the consumer world,
they’d be known as ‘trendsetters.’ They reach
the majority of the market when they speak,
write, Tweet or publish just about anything.
They have the ability to create new markets,
buzzwords (e.g. “Future of Work”, “Digital
Transformation) and new product categories.
This group used to consist only of traditional
media and analysts. Today, influencers can be
just about anyone—media, authors,
consultants, 2nd/3rd tier analysts and anyone
else with a specific point of view and a large
audience.
10. These are the enthusiasts; and they are very
active in social media and on forums like
Reddit. They recommend products,
restaurants, coffee shops, clothing—you name
it. They have a point of view about everything
and they aren’t afraid to share it publicly.
They often share their brand experiences with
their networks, whether good or bad. They sign
up for newsletters, leave product reviews,
participate in forums, download content,
comment on it and share it—any action that
lets their community of peers know what they
think.
This 9 percent are the people who make or
break the conversation.
9
THE NINE PERCENT
11. The 90 percent is everyone else - the majority of
the market. It’s pretty easy to reach this group
with a $5 million dollar Super Bowl ad if you
have the budget.
They are lurkers and consumers of content. They
read, learn and absorb everything but very
rarely share. They use Google to discover new
products, reading reviews and consuming the
content of their peers without contributing
much to the conversation themselves. But don’t
neglect them, as strength lies in numbers.
It’s this portion of the market that decides how
compelling the 1 percent and the 9 percent
really are in telling your brand’s story—and
it’s all based on their purchase behavior.
THE NINETY PERCENT
90
12. The formula is
simple. Reach and
activate the 1%.
Get them talking about the brand and
you ultimately reach the entire market.
13. HOW INFLUENCE IS
MEASURED
Influencer marketing in the consumer
space is straightforward. Networks
like Clever and OpenInfluence have
established relationships with
YouTube, Instagram and Snapchat
influencers. Marketplaces like Izea and
Linquia make activating large-scale
programs quick and easy. With
enough budget, your influencer
programs can be turned on or off by
clicking a few buttons.
B2B influencer marketing is more
complicated. These kind of influencers
can’t be found in an online
marketplace, and they are fewer in
quantity and in most cases, they can’t
be bought.
To reach consumers, sometimes a big
audience and an eye for photography
is enough. With the B2B influencers
you have to look beyond the follower
count. Finding the right people
requires research and consideration
of their reach, relevance and
resonance.
How large is
their community
across all
channels—blogs,
contributed
articles, social?
How often are
they talking
about the topics
that are relevant
to your
business?
When they create content,
how does it resonate with
their broader audience
and does it result in
engagement?
REACH
RELEVANCE
RESONANCE
INFLUENCE
Are they
referenced by
other
influencers?
REFERENCE
14. ACTIVATING INFLUENCERS
ACROSS ALL MEDIA
Consumer influencer
campaigns can take on a
singular focus, with the
majority of content shared
through social platforms.
In the case of B2B programs,
influencers are fewer and
further between and often
command greater attention
from the industries they affect.
As a result, activations can run
deeper and have potential to
garner success across the
media landscape.
Ways to activate influencers
varies by company, product,
budget and business
objectives. An integrated
approach that works across
paid, earned, shared and
owned media strategies can tie
communications programs
together to support and tell
the larger brand story.
DESCRIPTION KPI BUDGET
PAID MEDIA
Use paid social, specifically custom audiences to
place branded content in front of targeted
influencers.
Click-throughs, web
traffic, conversions
High, considering out of
pocket for media spend
EARNED MEDIA
Entry level approach. Identify influencers, follow
them on social, engage by sharing, liking and
commenting on influencer content.
Engagement, influencer
awareness
NA
SHARED MEDIA
Share branded and influencer content, leveraging
creative assets like social cards, gifs, infograms
(similar to infographics but with one data points
instead of several) and short form videos.
Engagement, Click-
throughs, web traffic,
conversions
High, considering out of
pocket for creative
content
OWNED MEDIA
Invite influencers to guest post on company blog,
co-create content with influencers (industry white
papers or eBooks), curate influencer content on
company newsroom.
Influencer participation,
general engagement
There may be some
instances where B2B
influencers require some
form of payment
FULLY
INTEGRATED
PROGRAMS
Identify influencers. Monitor their conversations and
sharing patterns in real-time. Create content that
matches what’s top of mind for them. Target with
paid media. Shift branded content (web, social,
bylines, blogs and news releases) to match how
influencers are talking about certain technologies.
Pair up executives with certain influencers.
Influencer awareness
and consideration, shift
of brand perception,
clicks, engagement
High, considering out of
pocket for media spend,
creative, reporting and
research
15. PROFILING
B2B INFLUENCERS
In many cases, your entire influencer program may be just
for internal use with the purpose of uncovering insights
about what they are saying and sharing. This intelligence
can inform content creation, paid media and even media
relations.
How? Collectively, if the influencers are going to Wired for
news, you’ll want to ensure you are prioritizing your media
relations accordingly. You may even consider a paid
sponsorship if it makes sense.
Or, if the influencers are talking about technology in a
certain way, you can mimic their vernacular making your
content more relevant to them than your competitors.
Compiling profiles that score influence based on reach,
resonance, relevance and reference can aide in this
research and ensure that your programs are laser-focused
and informed by data.
INFLUENCER: KIMBERLY JACKS
Kimberly has been writing about AI-related stories for the past five years, and maintains a daily blog on
AI and machine learning on her blog at AIandMachineLearning.com.
She was previously a product developer at XYZ Technology company, but has since developed her
own profile as an expert in artificial intelligence and has a broad degree of knowledge and interest in
the industry. Her social links.
l content typically consists of conversations, with few externa
Kimberly loves dogs, and often posts images of her Shiba Inu.
RELEVANT CONTENT
• Who Should Adopt Artificial Intelligence Marketing Technology Now?
• Artificial Intelligence Marketing Association Manifesto - #AIMA
• An artificial intelligence marketing platform helps a lingerie brand grow its revenue 155%
Artificial Intelligence Marketing is Changing the Game
TOTAL NETWORK SIZE
260K
TOP INTERESTS
TOP KEYWORDS USAGE (LAST 3 MONTHS)
PORTLAND, OREGON
REACH BY CHANNEL
175K
500+
66K
10K
Artificial Intelligence
Innovation
Technology
Travel
Reading
Social Good
Dog Lovers
Consumer Technolog
Virtual Reality
Craft Beer
Artificial Intelligence
Machine Learning
Intelligent
Research
Learning
Reasoning
IoT
Simulation
17. Jan Feb Mar Apr May June July Aug Sep Nov Dec
Identifying the right influencers and analyzing their
conversations might just be all you need to drive
brand relevance.
We have already established that the 1% drives the
market. When they speak, others listen. They are
the creator of buzzwords. The influence search
behavior. By keeping a pulse on the 1% and using
their conversational and media consumption
insights to inform content and media programs,
you’ll still be way ahead of your competition.
If your targeted
influencers are
reading and sharing
content from Wired
more so than Forbes,
you can prioritize
your media relations
accordingly.
Influencers are the
first to discover new
media outlets. Simple
monitoring can help
identify new media
targets which could
be implemented
within a PR strategy.
By monitoring
conversations, you
can understand
language trends, and
mimic the same
language on all
branded content –
social, web, bylines,
blogs, pitches and
news releases.
Digital TransformationDevOpsEnterprise SecurityArtificial Intelligence
The AI conversation increased exponentially since January, with
many influencers publishing their own content on the subject and
reading/sharing articles from Wired, Forbes and MIT”s Technology
Review.
The data represents all influencer
content shared and published
over the last 12 months.
While security is still a dominant topic among the influencers the
volume of content published and shared has decreased significantly.
Influencers are still reading media from Dark Reading, Hacker News,
and The Verge to get their security content.
Many of the influencers are creating content around digital
transformation and how artificial intelligence and scalable
security solutions are needed to for companies to evolve.
They are currently reading and sharing content from the
Harvard Business Review and Business Insider.
MICHELE GOAN
Security Researcher
50K Followers
NANCY REAGAN
Security Analysts
52K Followers
NICK GOMEZ
CISO, Founder
12K Followers
KATE WINSLETT
Journalist
52K Followers
TODD MARIN
Futurist, Author
38K Followers
HELEN JOHNSON
IT Security Professional
150K Followers
MELISSA HA
Security Journalist
32K Followers
JEROME MILLS
CISO, CTO
123K Followers
STEPHANIE ZSE
Journalist
52K Followers
JOE BRYANT
Author/Consultant
38K Followers
KATHY HANSEN
Managing Editor
17K Followers
MICHAEL WALSH
Security Consultant
23K Followers
Earlier in the year, DevOps was a high volume conversation
among the influencer. The conversation slowly declined
throughout the year. Influencers rely heavily on Dzone,
Open AI and ZDNet for content.
18. FOCUSED
INFLUENCER
ENGAGEMENT
USING
CUSTOMIZED
CREATIVE
The days of creating planned editorial calendars
and using them as templates for your marketing
message are over. Business decision makers
want value, and the last thing they want to see is
a Tweet linking to a product page. Unfortunately,
many B2B brands still do this.
Amplifying influencer content is one way to
capture their attention. Once you’ve done so,
repeated exposure to your story throughout the
communications landscape will then entice their
engagement. This helps influencers then
understand your brand value, leading to the holy
grail of influencer marketing: brand advocacy.
This focus on quality over quantity better
depicts the business value.
Influencer writes an
article about artificial
intelligence
Is #ArtificialIntelligence helping or hurting the
economy? @tsimonite explains http://bit.ly/2EW9Gs
The guide to
Your Brand Here
@yourbrandhere
ARTIFICIAL INTELLIGENCE
BY TOM SIMON
Customized creative
content published and
amplified using paid social
19. USING INFLUENCER
INSIGHTS TO
INFORM
EXECUTIVE
ACTIVATION
Many times, executives that want to build credibility and
authority in the digital space are unsure of what to say or
where to start. The last think you want happening is
executives sharing branded content without a unique point of
view or perspective about a topic or issue.
Influencer data can serve two purposes when it comes to
executive communications.
First, just an understanding of who is driving the conversation
about a topic is critical. You can easily pair up specific
executives to engage directly with the influencers. Typically,
because of the executives’ status in the company or market,
most influencers won’t hesitate to engage back, assuming the
conversation is not self-serving but a topic of interest.
Secondly, audience-based listening can deliver more relevant
and impactful topics for executives to talk about. In this case,
the audience is a group of influencers.
Audience-based listening can inform all outbound
marketing and communications.
CUSTOM LISTENING PANEL (DATABASE) OF ALL INFLUENCER CONTENT – CONVERSATIONS, MEDIA SHARING.
TOPICS
MEDIA
SHARING
LISTENING | ANALYSIS | CONTENT
Artificial
Intelligence
Machine
Learning
Robotic Process
Automation (RPA)
Digital
Transformation
Future of Work
By understanding what’s ”top of mind” for influencers,
their sharing patterns and media consumption, you can
create an executive narrative that breaks through the
clutter and delivers real business value. It can also inform
which media pubs should be considered for byline
placement.
20. USING INFLUENCER
INSIGHTS TO
INFORM
MEDIA RELATIONS
Now is the time for PR pros to start using data in order to make
smarter, more strategic decisions about media.
In the 1:9:90 model, we established that influencers are driving the
conversation about various topics and publishing and sharing
those thoughts in digital channels. The 9% re-package that
content, provide their own, unique POV and then share it.
Everyone else consumes the content.
Assuming you have identified the right influencers, you can start
to track specific patterns. For example, where are they publishing
their own content and what are they reading and then sharing.
What’s top of mind for them at a specific moment in time?
This intelligence is critical. If the trend is showing that influencers
are reading Wired more than they are Forbes, you may consider
prioritizing your media outreach differently. Or, if you notice they
are reading a media publication that you aren’t familiar with, you
may decide to reach out and build a relationship with the
journalist who writes there.
Take out the guess work when formulating a media strategy.
21. Nothing speaks to the value of real-time marketing more
than the “Oreo moment” from 2013. Unfortunately,
marketing opportunities like that don’t happen very
often; and almost never for B2B.
However, the process behind real-time marketing can still
be applied to content activations regardless of the public
moments they sometimes spur.
Monitoring influential conversations and using the real-
time insights to fuel content and media strategies are the
future of marketing. These insights can inform branded
content, channel prioritization and media relations.
Though it sounds contradictory, trending topics and hot
conversations can in fact be planned in advance. As
trends in conversation among influential or large groups
of people are discovered, marketing programs can be
created to capitalize off of these trends.
With the right workflow, content can be activated ahead
of the moment the conversation reaches its tipping point,
creating real-time reaction through advanced planning.
REAL-TIME
CONTENT ACTIVATION
Analysis of conversation and other data can also stop
campaigns altogether. The way data is reviewed and
collected, brands have the ability dial-test and predict
whether a content campaign will succeed or fail.
When markers appear to indicate
failure, a real-time content
workflow can minimize cost
and negative impact to
the business.
22. SUPPORT
Write real-time content
for employees using a
more human tone of
voice, and leveraging
the insights from the
developer panel.
MONITOR
Monitoring influencer
panel weekly for real-
time insights based on
audience.
ACTIVATE
Use insights to
brainstorm real-time
engagement and
content opportunities.
SHARE
Create shareable,
social-first content
(blogs, images, posts)
based on what’s
trending within the
developer panel.
Content would drive
social channel
engagement or link
back for longer form
assets.
PITCH
Target media is pitched
based on publications
the audience is reading.
Use insights from the
audience conversation
to inform bylines,
blogs, headlines, etc.
AMPLIFY
Using social, custom
audiences, search or
native advertising,
amplify content with
paid digital marketing
tactics.
RECOMMEND
Share insights with
executives and subject
matter experts, with
key recommendations
outlined for influencer
engagement.
REPORT
Provide real-time
insights (weekly, bi-
weekly, and point in
time) – trending
content, conversations,
articles, competitive
share of voice, topical
share of conversation,
etc.
1
2
3 4 5
6
3 4
23. Tectonic shifts in media and storytelling
have proven the value of authenticity,
honesty, credibility and data-driven
narratives that can be both justified and
validated. A robust influencer program
speaks to that authenticity factor.
“
”Jim Goldman
Executive Vice President,
Zeno Group
24. KRISELLE LARAN
SENIOR VICE PRESIDENT
KRISELLE.LARAN@ZENOGROUP.COM
@KRISELLELARAN
MICHAEL BRITO
EXECUTIVE VICE PRESIDENT
MICHAEL.BRITO@ZENOGROUP.COM
@BRITOPIAN
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