SOCIAL INFLUENCER MARKETING THE WHAT, WHY AND HOW IN B2B MARKETING. // SOCIAL INFLUENCER MARKETING1

Transcription

1 SOCIAL INFLUENCER MARKETING THE WHAT, WHY AND HOW IN B2B MARKETING. 1

2 2

3 WHAT 3

4 Social Influencer Marketing The Content Marketing Institute defines influencers as: People who have an established credibility and audience; who can persuade others by virtue of their trustworthiness and authenticity. On Social Media 4

5 Influencer marketing has been around for years! What s changed? Digital revolution has amplified and accelerated its reach to the point where word-of-mouth is no longer an act of intimate one-on-one communication. Today it operates on a one-to-many basis. McKinsey & Company 5

6 HOW IS THIS RELEVANT TO B2B? As with the consumer industry, buyers in B2B follow, listen and trust individuals across social media that have strong share of voice in their domain of interest. 6

7 THIS IS WHAT A B2B INFLUENCER LOOKS LIKE Kerry Butters Tech & Social Media Influencer and Blogger Audience: 300,000 / Twitter: 277,001 / LinkedIn: 500+ / Facebook: 3,658 likes Paul Taylor Brom Huge enthusiast of digital leadership and never far away from social media. Specialties: Customer Experience, Customer Engagement Audience: 18,000 / Twitter: 17,300 / LinkedIn: 500+ Chris Gledhill FinTech, Banking and the future of financial services Audience of 26,000 / Twitter: 25,428 / LinkedIn: 500+ Simon Porter Insights into how IBM and IBM Partners bring value with IT, cloud and analytics Audience of 71,000 / Twitter: 70,175 / LinkedIn:

8 8

9 WHY 9

10 Buyer trends in B2B stem from our behaviours as consumers. 90% of consumers trust peer recommendations. Only 33% trust ads*. Even less trust you as a vendor. *Nielsen Research 10

11 What are the most trusted information sources when researching purchase decisions? No.1 No.2 PEERS AND COLLEAGUES 95% INDEPENDENT 86% SOURCES *IDC, March US B2B Professionals 11

12 THE TIME IS NOW The y axis represents the propensity for B2B buyers to respond to social influencer marketing. This continues to increase as peer opinion becomes more accessible across social media. The x axis demonstrates the level of adoption by B2B sellers. The curve shows that as B2B sellers saturate the influencer channels, the engagement levels begin to decrease (remember ? ). 12

13 BUYER RECEPTIVENESS We are here... B2C Norm B2B Pioneers B2B First Movers Late Adopters Market Exhausted ADOPTION BY B2B INDUSTRY 13

14 YOU GET MORE REACH AT A LOWER COST! We took our agency standard metrics and compared the impact of social influencer marketing with paid display when publishing a single content asset. 14

15 INFLUENCER MARKETING METRICS On average we onboard 5x Influencers into a content syndication programme with an average audience of 15,000 (total audience of 75,000). We provide 1 week exclusivity over which the influencer is expected to publish at least 5 posts linking to the content (25 posts in total). IMPRESSIONS: 1.875M COST: 8,000* CLICK RATE: 0.6% CLICKS: 11,250 COST PER CLICK: 71P *Identification and influencer engagement agency fees. EQUIVALENT DISPLAY METRICS The below metrics are based on achieving the same number of impressions through paid display. IMPRESSIONS: 1.875M COST: 5,850* CLICK RATE: 0.08% CONVERSION TO CLICK: 1,500 COST PER CLICK: 3.9 *Based on achieving the impression 3.12 per mil 15

16 16

17 HOW 17

18 1 FIND YOUR INFLUENCERS Combine an influencer identification tool with a set of keywords that define your audience and market, to form a shortlist of social influencers that resonate with your audience. Define your shortlist using the following criteria: Size of social audience Relevance of social platform Audience profile Engagement in content 18

19 2 BUILD YOUR VALUE EXCHANGE Give them something awesome to share with their network. Social influencers are looking for ways to build their profiles. If you can help them achieve this, they are more likely to engage with your brand and help you publish content that you create together. Make sure the value exchange is clear and a contract is signed by both parties or your metrics fall down! Some examples of awesome content are: Inclusion in high profile research papers Participation in building online analyser tools Exclusivity over new product knowledge & releases Participation in events as a panelist or speaker 19

20 3 ONBOARD YOUR INFLUENCERS Reach out to your target influencers one-by-one, through their preferred social channel, to request their participation in your campaign. Influencers respond best to a long-term engagement, where they can take part in multiple initiatives. Try using an infographic which outlines the value exchange from the start. 20

21 Copyright 2015 Oracle and/or its affiliates. All rights reserved. ORACLE CX INFLUENCER PROGRAMME WE NEED THE 4 TOP INFLUENCERS IN B2B CX. THAT MEANS WE NEED YOU. As a top UK CX practitioner and influencer, we d love you to be the first to join the Oracle CX Influencer Programme. WHAT S IN IT FOR YOU? Each individual initiative will be co-created, and its outputs co-branded. In practice, here s what you can expect to achieve from it. REACH your expert opinion shared with thousands of HOW DO YOU GET INVOLVED? Example value exchange infographic from an Oracle research campaign WHAT IS THE ORACLE CX INFLUENCER PROGRAMME? The programme is an ongoing partnership between leading CX brands and individuals, designed to harness their collective knowledge, experience, expertise and opinions through networking events, research projects, webinars, roundtables, content pieces and more throughout the year. Outputs will be shared with CX managers across the profession. CX professionals REPUTATION you are positioning as a Top 4 CX influencer RIGHTS exclusive opportunity to share outputs with your followers and communities INSIGHT first sight of programme outputs for your own reports and thought leadership pieces INFLUENCE your opportunity to shape the future of CX in the UK INSIDER ACCESS to follow CX thought leaders and to all programme collateral OPPORTUNITY to be included in research project, webinars, roundtables and content pieces WHAT S IN IT FOR US? Help turn an important report into influential and essential reading for CX professionals Help to ensure the report is shared as widely as possible to the most relevant audiences Shape the agenda of the CX Influencer Programme Impact the direction of the CX profession Help the CCA and Oracle to refine and By contributing to our launch project, a major piece of research from CCA that investigates how effectively organisations are engaging audiences and improving the customer experience using digital technologies. We d like to make the report the go-to read for the B2B CX community. Hit reply or me [add address or link] and I ll take you through the next steps. We d like to get your views on the report over the next 2 weeks so do please get in touch. develop the products that will best meet the needs of the profession 21

22 4 CO-CREATE FRESH CONTENT We take a co-creation approach to content. Influencers will be more inclined to share content that includes their name, face and headline so get it incorporated into your content design early on. Your content needs to be fresh, vendor neutral and exciting! Example research report co-created with Oracle, 5x Influencers and the CCA. 22

23 5 PUBLISH & MEASURE Give influencers 1 week exclusivity to promote the content via their networks. To encourage your social influencers to publish your content provide: Personalised links through to the gated assets A calendar of social posts with imagery Social content such as infographics and video Use technologies to measure your reach for each influencer, such as trackable links, conversion pixels and hashtags. Example infographic provided to influencers to promote a report when sliced up also provides social imagery. Six considerations for your Customer Experience Digitisation Strategy THE CCA, ORACLE AND 5 INDUSTRY EXPERTS HAVE THEIR SAY Martin Hill-Wilson Mike Havard Paul Scott Simon Foot John Smith 64% EMBRACING A DIGITAL STRATEGY 23 64% of organisations surveyed agreed or strongly agreed that they a digital strategy in place agreed by their board MAKING THE CASE FOR INVESTMENT

24 24

25 GET STARTED 25

26 GET STARTED MOI Global run influencer programmes for some of the world s largest technology companies. To get the most out of your marketing campaigns why not lean on our experiences. Get in touch to see how we can help: Matthew Stevens, Business Director, Global Matthew.Stevens@moi-global.com

27 The place for marketing leaders to find and share the latest ideas and techniques in B2B marketing. Find out more at moi-global.com/disrupt 27 BROUGHT TO YOU BY MOI-GLOBAL.COM

28 28