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Hewlett Packard Enterprise: The dating game of BtoB influencer marketing, presented by Ted Sclavos

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In his SocialMedia.org case study presentation, HPE's Ted Sclavos explains how they implemented a BtoB influencer marketing strategy to bring new voices to digital conversations and drive preference for HPE enterprise software products.

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Hewlett Packard Enterprise: The dating game of BtoB influencer marketing, presented by Ted Sclavos

  1. 1. MEM BER MEETIN G 40 SOC IALMEDIA. ORG Hewlett Packard Enterprise Ted Sclavos The dating game of BtoB influencer marketingLearn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016
  2. 2. of B2B Influencer Marketing Ted Sclavos - Digital Marketing, Hewlett Packard Enterprise @tedsclav The Dating Game
  3. 3. 86% 57% of B2B buyers use social media in their purchase decision process1 of the buying process is complete before a sales rep is called2 1. Source: IDG Connect: Connecting Conversations To Content, 2014 2. Source: Corporate Executive Board 3. Source: Nielsen 92% of people trust recommendations from individuals over brands3 Why you should play matchmaker @tedsclav
  4. 4. An influencer has the ability to change behaviors or impact purchase decisions in a given context. Influencer marketing aims to harness the influence of key individuals to meet a business goal by building mutually beneficial relationships. @tedsclav
  5. 5. Prioritize Listen & Engage IdentifyFocus 5 steps to begin the influencer dating game Measure @tedsclav
  6. 6. Focus What is your brand looking for? Date and see what happens? Marriage? Which keywords are you interested in? Your SEO team will love you. Who will you match with influencers? If you’re not a subject matter expert, find some! @tedsclav Build an influencer marketing Cosmo quiz
  7. 7. Find your prospective influencers Identify Reach Relevance Resonance @tedsclav You should work with this influencer.
  8. 8. Tier 1: thought leaders High relevance, high resonance, high reach Tier 2: community leaders High relevance, medium/high resonance, medium/high reach Tier 3: active participants High relevance, low/medium resonance, low/medium reach PrioritizePicnic in the park or 5-star restaurant? @tedsclav
  9. 9. Program Lead Social Lead Subject Matter Experts PR/AR Partner You can’t go on a date without talking to your squad, right? Engage @tedsclav
  10. 10. Engage & Listen Pitch event speaking opportunities Partner to create original content Invite to event as an influencer or blogger Pitch guest blogging Engage, retweet, like, comment, ask! Amplify their content Inform your content creation/curation @tedsclav
  11. 11. Brand mentions by influencers Content creation opportunities Engagements with our content 1:1 follower relationships Obsess over what went well, what didn’t Measure @tedsclav
  12. 12. HPE Big Data Predictions Panel Snackable snippets Amplification by influencers Supplemental content Become Facebook/Twitter/LinkedIn official @tedsclav
  13. 13. @tedsclav … so here’s a big kiss to hold you over! 18 25 25 25 34 57 63 72 100 Jan '14 Apr '14 Jul '14 Oct '14 Jan '15 Apr '15 Jul '15 Oct '15 Dec '15 Influencer Marketing Interest – Jan ‘14 – Dec ‘15 *Interest is a relative % of the highest valueSource: Google Trends The dating game is getting more competitive …
  14. 14. Learn more about past and upcoming Member Meetings socialmedia.org/meetings MEM BER MEETIN G 40 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016

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