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TAKE ADVANTAGE OF THEINFLUENCER REVOLUTIONHOLLY NIELSENSENIOR SOCIAL MEDIA STRATEGIST, DATA SCIENCEIBM ANALYTICS
OVERVIEW 4 reasons why you need an influencer marketing programHow to find influencersBest practices for paid social mediaTraits of powerful influencersFair exchange of valueGaining executive buy-in
4 REASONS WHY YOU NEED AN INFLUENCERMARKETING PROGRAM1. Reaching B2B decision-makers is tough2. 90% of business decision-makers begin their purchasing search byseeking out information from their peers and influencers via social(HBR)3. Influencer content provided 11x higher ROI than average displayad (Case study)4. 92% of marketers who used influencer marketing in 2017 found iteffective (Linqia)
The influencer marketing revolutioninfographic from Marketing Profs
FINDING SOCIAL INFLUENCERS IN A B2B WORLD If you have the budget, use an influencer application If you don’t have the budget Keywords are your friends Free resources
YOU’VE IDENTIFIED SOME POTENTIALINFLUENCERS. NOW WHAT? Follow them on Twitter Check out their LinkedIn profiles If they have a blog, read a few posts Familiarize yourself with their company Verify they don’t work for a competitor
BEGIN ENGAGING WITH INFLUENCERS ONLINE Retweet their content, comment on blogs, YouTubevideos, articles If at any time the influencer responds negativelyPhoto by Jose Aragones on Unsplash
DO’S AND DON’TS OF ENGAGEMENT Don’t engage with an influencer without firstreviewing all content associated with them Do determine what a fair exchange of value wouldbe Do become one of their biggest fans Do make your influencer feel valued &acknowledgedPhoto by Glenn Carstens-Peters on Unsplash
MAKING CONTACT Email is the best way Personalize your note and let them know you’ve been payingattention If they don’t respond immediately, re-send the note in a fewdays If they don’t respond at all: Don’t take it personally. Move on toyour next prospect.
BUILD A RELATIONSHIP WITH YOUR INFLUENCERS It takes time and persistence to build trust Get to know your influencers—they’re people, too Always work toward a fair exchange of value Be respectful of your influencers’ time and othercommitments Don’t take advantage of their connections Make introductions to your executives, SMEs, otherinfluencers Keep engagement going throughout the yearPhoto by rawpixel on Unsplash
BEST PRACTICES FOR LEVERAGING PAID MEDIA We tested two variations of influencer content in paid social media Twitter whitelisting Influencer event content turned into paid mediasocial tiles Single CTA: Register for a free SaaS trialPhoto by Jon Tyson on Unsplash
TEST #1: WHITELISTING INFLUENCERS AT AN EVENT7 tweets were whitelisted out of 880 organic tweets: each day, the most compelling influencercontent was amplified with paid social media budget to reach CA/WA core target segmentsInfluencers were asked to include a custom and trackable URL in theirpost to track registrations their tweets droveResults Generated 15 free trial registrations CPR: 166
TEST #2: INFLUENCER-INSPIRED SOCIAL MEDIA TILESFROM THE SAME EVENTBEFOREAFTERInfluencersProgramPfMPaid SocialInfluencersProgramPfMPaid SocialInfluencers were sent to different sessions to live tweet from the session. Advertising agencynewsroom was leveraged to create key takeaway tiles for each session that we amplified within ourpaid social campaign.
TEST #2: INFLUENCER-INSPIRED SOCIAL MEDIA TILESFROM THE SAME EVENT23 social tiles created by the Newsroom during WoW, amplified on Facebook Twitter LinkedIn
RESULTS OF INFLUENCER SOCIAL TILES103 23%orRegistrations weregenerated byWoW social tilesfrom Oct. 24th toNov. 6thRegistrations weredriven by WoWsocial tiles fromOct. 24th to Nov.6th40%and20%of Facebookregistrations for thereporting periodlower CPR thanQ3/Q4 creativeand2Xhigher conversion ratethan Q3/Q4 creativeNote: Twitter performance were impacted in a lesser way than Facebook, highlighting the strong impact of influencers contenton Facebook, where CPR was decreasing weekly
WHAT WE LEARNED There has to be trust between the influencers and you since they hand overaccess to their Twitter accounts to a third party, in this case, our ad agency You need to be agile if your whitelisting program is focused around an event The created social tiles did better than the tweet whitelisting, most likely dueto these factors Live tweeting Is done by the influencer on the fly and the only images they have accessto are photos taken at the event, usually of speakers Tweets with images receive 150% more retweets than tweets without images (2017)
THE BEST INFLUENCERS FOR YOUR BUSINESS They should have: The credentials to be taken seriously Time and interest A talent for communicating Powerful influencers come in two flavors: Those who are already well-known as influencers Those who are starting out that you’d like to coach and encourage and help build intorock star influencers
FAIR EXCHANGE OF VALUEFor every interaction with an influencer,always ask yourself the question:What’s in it for them?
IBM DATA SCIENCE SUPERSTARS
IBM DATA SCIENCE SUPERSTARS
EXECUTIVE BUY-IN ROI is always at the top of the executive list for events andorganic impact can be difficult to measure Presenting influencer marketing to yourexecutive team Develop a baseline set of KPIsfor events Set KPIs ahead of time
CONCLUSIONQUESTIONSTHANK YOU!HollyNielsenHolly Nielsen
4 REASONS WHY YOU NEED AN INFLUENCER MARKETING PROGRAM 1. Reaching B2B decision-makers is tough 2. 90% of business decision-makers begin their purchasing search by seeking out information from their peers and influencers via social (HBR) 3. Influencer content provided 11x higher ROI than average display ad (Case study) 4. 92% of marketers who used influencer marketing in
