rené power: “influencer marketing”
TRANSCRIPT
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www.marketingassassin.co.uk
Creating a buzz through others
B2B influencer marketing guidelines and best practice
@renepower
René Power, director BDB and author - Brilliant B2B Digital Marketing
www.bdb.co.uk
#edgemanc
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www.marketingassassin.co.uk
Session learning objectives
@renepower www.bdb.co.uk
#edgemanc
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www.marketingassassin.co.uk
Understanding influence
www.b2bmarketing.net
Establishing how you are influenced can help unearth how your customers may be
influenced
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www.marketingassassin.co.uk
Understanding influence
@renepower
Who influences you?
Who influences you?
www.bdb.co.uk
#edgemanc
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The many faces of influence
@renepower
http://traackr.com/blog/category/influencer-engagement/
www.bdb.co.uk
#edgemanc
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www.marketingassassin.co.uk
Understanding influence
www.b2bmarketing.net
You are the average of the five people you spend the
most time with
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www.marketingassassin.co.uk@renepower
Different influencers
http://www.freshsupercool.com/wp-content/uploads/2013/11/4-levels-of-influencers.jpg
www.bdb.co.uk
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The psychology of influence
People want SecurityMaterial gainsSymbolic awards
@renepower
Physiological needs
Safety
Belonging / love
Esteem
Need to know
Aesthetic needs
Self actualisation
Transcendence
www.bdb.co.uk
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Word of Mouth
@renepower
Brand Influencer
Customers
Action
Message Recommend / share
Decision making
Brand Influencer
Customers
Action
Message Recommend / share
Decision making
http://dannybrown.me/2013/08/14/the-fallacy-of-the-democratization-of-social-influence/
www.bdb.co.uk
#edgemanc
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B2B buyer / influencer objectives
@renepower
Looking for improvement in
process / delivery
Looking for easy implementation and
impact
Looking to minimise cost and risk,
maximise value and return
http://www.siteiq.net/Library/3677/the-b2b-buying-process-from-your-customers-point-of-view (step three)
www.bdb.co.uk
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Understanding influencer marketing
@renepower www.bdb.co.uk
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What is influencer marketing?
Influencer marketing, (also Influence Marketing) is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole.
It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.
@renepower
“It is finding and building relationships with those who hold sway with your target audience.”
“It is finding and building relationships with those who hold sway with your target audience.”
“The ability to sway the purchasing decisions of your target audience. The distinction is that influencers
must be able to impact purchasing decisions.”
“The ability to sway the purchasing decisions of your target audience. The distinction is that influencers
must be able to impact purchasing decisions.”
www.bdb.co.uk
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How can brands benefit?
@renepower
Increased sales opportunities
Increased sales opportunities
Increased referralsIncreased referrals
DifferentiationDifferentiation
Competitive advantage
Competitive advantage
www.bdb.co.uk
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www.marketingassassin.co.uk
Understanding influence
www.b2bmarketing.net
Every b2b marketer should target influencers as well as decision makers with their marketing efforts
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www.marketingassassin.co.uk@renepower
Identifying influencers
www.bdb.co.uk
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Influence in b2b procurement
http://en.wikipedia.org/wiki/File:Influencer_Roles.jpg
@renepower
Idea plantersIdea planters
Trend settersTrend setters
PredicatorsPredicators
ProclaimersProclaimers
Aggregators / communicatorsAggregators /
communicators
ScopersScopers
RecommendersRecommenders PersuadersPersuaders
Negotiators Negotiators
ValidatorsValidators
High
lowTimescale for decision making process
Invo
lve
me
nt
of
de
cisi
on
ma
kers
Decide to do something
Decide what to do
www.bdb.co.uk
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www.marketingassassin.co.uk
Understanding influence
www.b2bmarketing.net
Question: Who are your influencers?
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Who are your influencers?
@renepower
Academia, authors, bloggers (and micro bloggers), business and trade journalists,
buyers groups, purchasing lists and procurement authorities, commentators and other individuals, complementary partners,
conferences and events, consumers and consumer groups, customer firms, financial
analysts, government agencies and regulators, Individual and niche consultants, industry
analysts, industry bodies, forums and federations, Internal influencers/employees, management consultancies, online forums,
peers (role-based, industry-based), retailers, specialty consultancies, standards bodies,
systems Integrators, distributors and similar channel partners, venture capitalists and
investors
Filter Amplifier
Macro Distill from a large audience
Project to a large audience
Micro Distill from a niche audience
Influential in smaller niche audience
www.bdb.co.uk
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Finding influencers
• Focus on influencers that “influence” your customers• Media titles• News (commentators)• Events• Websites / blogs• Forums / communities• Linkedin / Twitter
@renepower www.bdb.co.uk
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Rating influencers• Market reach – no. of people an individual has the
ability to connect with• Independence – whether an influencer has a
vested interest in promoting a particular point of view
• Frequency of impact – no. of opportunities an individual has to influence buying decisions
• Expertise – how much of a subject matter expert is the influencer
• Persuasiveness – the degree of consequence in ignoring an influencer's advice
• Thoroughness of role - the extent to which influence is exerted across the decision lifecycle.
@renepower
Image: http://www.msktc.org/infoneeds/reach-your-audience
www.bdb.co.uk
#edgemanc
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Beginning to work with influencers
@renepower www.bdb.co.uk
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www.marketingassassin.co.uk
Understanding influence
www.b2bmarketing.net
Identify, prioritise and rate influencers as most
relevant to your brand (communications) before
contacting them
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Effective B2B influencer marketing
@renepower www.bdb.co.uk
#edgemanc
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Creating an influencer
marketing plan
@renepower www.bdb.co.uk
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Step 1: Influence clustering
http://bkstrategic.com/social-media/social-media-measurement/
@renepower
Jill DaleJill
Dale
Dave FordDave FordJohn
SmithJohn Smith
+
= Influencer plan
Influencer plan
Brand asset mapping
www.bdb.co.uk
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Step 2: Mapping brand assets
http://bkstrategic.com/social-media/social-media-measurement/
@renepower
White Paper
Webinar
White Paper
Trade shows / events
Demo
PR
Primary research
Expert voice
Host event
Focus group
Session with R&D
Give product
Invite to contribute
content
Social media ‘callout’
Regular content contributor
Regular events
VIP treatment
Invite to speak
www.bdb.co.uk
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Step 3: Communicating with influencers
Where – watering holesHow to approach and engage
influencersGetting the message rightSelecting the right platformCreating an enduring
relationship
@renepower www.bdb.co.uk
#edgemanc
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Step 4: Engaging influencers
@renepower www.bdb.co.uk
#edgemanc
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Step 5: Selecting the right platform
@renepower www.bdb.co.uk
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Proof of influence
@renepower www.bdb.co.uk
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Understanding influence
www.b2bmarketing.net
Influencers will be interested in genuine and
clearly demonstrating expertise, leadership,
authority or value
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Getting influencer marketing wrong
@renepower www.bdb.co.uk
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Mitigating risk
@renepower
12
34
56
78
www.bdb.co.uk
#edgemanc
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Measurement and evaluation
www.bdb.co.uk
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Measurement and evaluation
• Establishing what to measure and setting benchmarks on key influencers by – market reach (amplification) – frequency– traffic generation– sharing– persuasiveness
@renepower www.bdb.co.uk
#edgemanc
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Deeper questions to pose
@renepower
Who drove the desired action the
most?
Who drove the desired action the
most? What message permeated the most?
What message permeated the most?
What value did the influencer bring
compared to financial outlay?
What value did the influencer bring
compared to financial outlay?
How many messages did certain personas need to move to the next stage?
How many messages did certain personas need to move to the next stage?
How was the campaign perceived?
How was the campaign perceived?
How close to our goals did we come?
How close to our goals did we come?
How was our product or service improved as a result of feedback?
How was our product or service improved as a result of feedback?Did it add to our
bottom line while improving our top
line?
Did it add to our bottom line while improving our top
line? How effective was our targeting?
How effective was our targeting?
What was the sum effect on our brand
and our competitors?
What was the sum effect on our brand
and our competitors?
www.bdb.co.uk
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Klout
@renepower www.bdb.co.uk
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Kred
@renepower www.bdb.co.uk
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Peer Index
@renepower www.bdb.co.uk
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@renepower
NEW
NEW
www.bdb.co.uk
#edgemanc
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Hootsuite
@renepower
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Understanding influence
www.b2bmarketing.net
Decide what success looks like from the outset and set metrics to help you
achieve it
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Session learning objectives
@renepower www.bdb.co.uk
#edgemanc
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Sources & further readingSites• http://www.forbes.com/sites/meghanbiro/2013/09/26/5-lessons-on-influencer-marketing-
and-brand-transparency/• http://www.forbes.com/sites/gyro/2013/10/14/the-ws-of-influence-marketing/ - B2B agency
Gyro’s take on influence• http://www.huffingtonpost.com/mark-fidelman/the-10-best-influencer-ma_b_4098892.html -
US consumer examples• http://blog.kissmetrics.com/guide-to-influencer-targeting/ • How to pitch tech to David Pogue of the New York Times – video Books• Influence marketing Danny Brown• Influencer marketing Duncan Brown
@renepower www.bdb.co.uk
#edgemanc
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More from me
@renepower
Version 1 of Brilliant B2B Digital Marketing is available from Amazon for Kindle now covering digital strategy, websites, search, content, social, CRM and evaluation
This and hundreds of other guides and resources are available to Smart Insights Expert members.
[email protected]://www.bdb.co.uk @renepowerhttp://marketingassassin.co.uk
blog
http
www.bdb.co.uk
#edgemanc
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Examples
www.b2bmarketing.net
Examples
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Trade media: Pentair Valves & Controls
In oil and gas Traditional press and event
support Regular technical features
developed written and placed by BDB in tier one international publications
Syndicated in multiple languages to support in-country sales and marketing
@renepower www.bdb.co.uk
#edgemanc
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Distributors: Rockwell Automation
@renepower www.bdb.co.uk
#edgemanc
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IBM – smarter commerce
Site http://www.ibm.com/smarterplanet/us/en/smarter_commerce/overview/Case study http://socialmediatoday.com/dneisser/1700171/anatomy-successful-b2b-influencer-program
@renepower www.bdb.co.uk
#edgemanc