ucsc silicon valley - advanced social media marketing course (day 2)
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Cnfidential MarketingXLerator ! !
Advanced Social Media Marke0ng Influencer/Advocate Marke2ng
@NaThomson October 24, 2014
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Influencer/Advocate Marke0ng
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What is an Influencer?
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Influencers have influence in your market – oEen professionally.
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What is an Advocate?
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Advocates love your offering and are your fans – they are oEen customers or partners.
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Rule 31: Influencers Amplify Your Message
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• Understand what your influencers are most interested in and provide this informa2on.
• They can then share this – YOUR – informa2on directly with their own followers.
• The key is a mutually beneficial rela2onship.
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1. Try and turn your influencers into advocates and your advocates into influencers – so that they are ideally both. How do you do that? By providing an influencer program.
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2. Keep the advocate/influencer group informed. • Provide them with exclusive benefits, like mee2ngs with execu2ves and other thought leaders, previews of upcoming technologies, or special access to events.
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3. Don’t try to sell to them but build trusted rela0onships. • Generally a combina2on of online and offline works best.
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4. At least once a year, have an in-‐person get-‐together. • This could be as part of a user conference or other large event, or a special event
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5. A good influencer program requires a hands-‐on approach. • Most large companies have a dedicated in-‐house resource to service this important group.
• But, if that is not possible, the program could be part of blogger rela2ons or even PR.
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6. What really ma_ers is that you engage with the influencers/advocates > around what maFers to them! Know your target audience! Have a clear strategy.
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Ways to Become an Influencer
• Have a brand • Become a thought leader • Par2cipate in branded communi2es • Go to events • Engage on social media • Connect (with the right) people • Give fair praise & cri2ques • BLOG!
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Example: SAP Community Network
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Crowd-‐sourced Idea2on: SAP Idea Place
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Guest Speaker: @Geslien “Social Intelligence: Proving the Value of Social.”
Eric Geslien, Director of Enterprise Sales – West, Tracx • Enables customers to grow revenue & deepen
client rela2onships through the social web • Responsible for social intelligence solu2on
sales Scope: • Social Media Intelligence, Social Rela2onship/
Social Media Management System, Social Media Analy2cs, Brand monitoring, Campaign Management, Influencer Management, Engagement Management
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About Tracx • The tracx social intelligence plaSorm empowers agencies and brands with
a highly advanced set of business analy0cs solu2ons designed to grow revenue and deepen customer rela2onships through the social web.
• tracx refines masses of raw data across all social channels and provides deep insights into customer, compe0tor and influencer behaviors, highligh2ng essen2al marke2ng intelligence and business opportuni2es.
• Our innova2ve, cloud based solu2on lets you cover all social media requirements from the strategic planning, to the engagement, the daily conversa2on volumes and drivers, through to a full repor0ng suite with ROI capabili0es.
• tracx’s client base of interna2onal brands and agencies includes Sears, KraV Foods, Royal Bank of Scotland and IPG.
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TwiFer Amplifica0on via Influencers Example
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TwiFer Campaign: #SAPtd Throwback
Challenge
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#SAPtd Throwback Challenge
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Social Media Resources
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Natascha Thomson NaThomson@Marke2ngXLerator.com @NaThomson +1 (925) 519-‐8111
Over 15 years of B2B marke0ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.
Get 25% off with promo code ADD12:
h_p://www.happyabout.com/42rules/b2bsocialmediamarke2ng.php
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