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PR NewsFine Tune Your Content Marketing Strategy
Leslie Reiser
June 21, 2012
The Midmarket Online Presence Spans Across Multiple Digital and Social Venues
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Conversational Informational
@LCReiser
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• Awareness: High profile partners drive mass audience
• Relevance: Expertise and familiarity creates trust
• Advocacy: Engagement and distribution spurs action
• Preference: Relay the IBM agenda more personally
• Conversion: Compelling content and targeted calls to action
Align Influencers Based on Program Objectives
@LCReiser
Creating Value Through Relationships
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Value to IBM Value to Influencers
• Facilitate connections between prospects and Influencers
• Connect Influencers to each other to increase chatter around program
• Further reputation as innovator
• Grow owned social channels
• Exclusive opportunity to be connected to leading brand
• Be viewed as thought leader by audiences
• Gain exposure from broader program promotion activities
• Exclusive access to IBM Experts and content
@LCReiser
We utilize effective storytelling to capture attentionand drive leadsFocus on gaining mindshare and making impact as a thought leader among other influencers.
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By leveraging three different approaches, we can multiply the effect of conversations and drive to deeper engagement.
PeTrusted
Personalities describe the
business challenge and offer guidance
External Influencers and IBM Experts
address SMB challenges and how advanced/innovative technologies (IBM)
can help
Connect audience with appropriate
expert, case studies and additional
information and share experience
Amplify the conversation
Drive IBM relevance and call to action
Tier I Tier ITier II
Bro
ad In
dust
ry F
ocus
Specific Solution Focus
@LCReiser
Who are the Influencers?Business Partner Influencers – IBM Midmarket
Business Partners who have graduated Social Media
Bootcamp
Blogger Influencers – Identified and compensated to
author blog posts related to IBM’s Midmarket
prioritized solutions
Owned Influencers – Conversation Managers and
Curators speaking from the IBM Voice (in LinkedIn,
Facebook, Twitter, Spiceworks)
News Writer Influencers – Creating news articles
optimized for Google News aligned to IBM
Midmarket agenda
Forward Thinker Influencers – IBMers represented as
Forward Thinkers on Midmarket ibm.com websites
Communications/Press Influencers
Analyst Influencers
Business Partner
Influencers58%
Comms/Press Influencers
29%
Analyst Influencers
4%
News Writer Influencers
4%
Blogger Influencers
3%
Forward Thinker
Influencers1%
Owned Influencers
1%
@LCReiser
2012 Midmarket Influencer Approach
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Criteria Examples
Tier
1Ti
er 2
Tier
3Engagement
Model
David KarpTumblr.com, CEO
Matt MarshallVentureBeat, Founder & Editor
Joe KernenSquawk Box, Co-Anchor
• Reputable personalities• Entrepreneurs and business thought leaders
• Credibility among audiences in the social space
• Flat fee partnership• Serve as program
personalities• Create rich content that
attracts audiences• Occasionally interacts with
Tier II & III Influencers and content
• Drives awareness among existing audiences
• IT Analysts• Flat fee
partnership/Performance based compensation
• Distribute program content to social networks
• Engage with audiences• Provide unlimited access to
IBM Experts
• Technology specialists• Established social networks
• Creates content that addresses audience questions and concerns
• SEO specialists• Creates content that ties to general news, but relates to IBM customers
• Contractual obligation for services
• On-going content contribution
• Provide strategic guidance on SEO
• Provide limited access to IBM Experts
@LCReiser
Midsize Insider
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• Identifies and engages leading,
industry writers
• Leverages unbiased voices
• Create content that addresses
technology needs of audience
• Tier based on reach, influence,
objective
• Forge strategic partnerships
@LCReiser
Influencer Content Fuels Connectivity and Drives Engagement Across Properties
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Original ContentOriginal Content
Customers Traffic
Engagement
Leveraging Pinterest
ObjectiveDeliver actionable IBM content in an ‘easy to read’, ‘easy to share’ and ‘stylish’ format to BP Influencers, weekly.
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“IBM Midmarket Ten Blocks”
@LCReiser
Tool Selection
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Measuring REACH• Stat Counter (content pageviews)
• Spredfast (social impressions of
influencer content)
• Google Analytics or similar
measurement platform (self-reported
from influencers)
Measuring ENGAGEMENT• Facebook Insights (interaction with
influencer content on owned channels)
• Google (tracking click-throughs)
• Sysomos (conversation monitoring)
@LCReiser
Program Impact
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1%
3%
96%
2012 Social Media Reach by Program Area
Owned / Earned Engines Visits
Owned / Earned Portal Visits
Facebook Impressions
Twitter Impressions
Linked In Members
YouTube Views
SpiceWorks Members
Influencer Program Impressions+
Press Mentions
@LCReiser
90 MM Impressions delivered to date
Thank You!
Leslie ReiserProgram Director
IBM - Midmarket Digital Marketing WW
lcreiser@us.ibm.com@LCReiser
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