increase awareness, credibility and trust by working with...
TRANSCRIPT
Increase Awareness, Credibility and
Trust by working with B2B Influencers
Twitter: @williamstim
Connecting brands and influencer communities to create inspiring content
About Onalytica
Michael BirchInvestor & Bebo Founder
Tim Williams - CEO
Influencer Discovery Influencer Relationship Management Measurement Reporting
• Founded in 2009. Offices in London and New York
• Enterprise SaaS: Manage & scale influencer relationships across Marketing, Comms and Social
• Professional Services: Influencer Activation, Customer Success, Insights & Analytics
• Academy: Training & Consultancy
Paul BirchInvestor & Bebo Founder
Tim Williams - CEO
6
People are not interested in What.
They are interested in
Why...
Product Marketing
Industry Marketing
The Growth & Hype of Influencer Marketing
Social
Media Marketing
CRM Social
CRM
Content
MarketingPublic
Relations
Influencer
MarketingSocial Media
Listening
Social Media
Advertising
Marketing
Automation
B2B Solution & Industry
Influencer Marketing
Developing Long-Term Relationships,
Driving Earned Media Attention.
Brand Advocacy / Demand Gen
B2C Influencer Marketplace
for Content Creation
Paying influencers
to create content
Celebrity Product
Advertising
Paying Influencers to endorse brands,
Targeting Social Media Ad spend
75x Growth Factor from 2014-2019
Hot off the press from Raconteur
• Influencer Marketing is 2nd most important trend• Biggest Challenge is measuring commercial
impact & getting internal buy-in
Revolution - Brand to Influencer ContentBRAND-GENERATED MODEL INFLUENCER-GENERATED MODEL
Interactive eBook
Podcast with influencer,exec, customer & analyst
Research Report withinfluencer opinions & quotes
Future of the IndustryInfluencer Predictions
Influencer Interviews
Senior Exec Interview
Whitepaper
Exec Panel
LIFT IN SOV & CONSIDERATION
Influencer Generated Content is cutting through…
Results Compared to Brand-Generated Content
• Up to 30 x Awareness & Engagement• Up to 5 x Demand Generation
Engage top 1% influencers to influence up to 80% of your market
40% 80%10%
Immediate Audience & Wider Influencer
Community
ManagersDirectors
C-SuiteInfluencerEngagement
Targets
Dark SocialSocial Sharing
1%
(e.g. Email, Text, WoM, Phone)
What is a Non-Traditional Influencer?
“An individual who is NOT a journalist, analyst or politician and who influences a decision or change in behaviour with your target audience”
Influential Expert, KOL?
Theo Twitter: @psb_dcTopical Authority: 39Top Connections: Spiros Margaris, Christine Boursin, Bill Sullivan, Sally Eaves, Andreas Staub, Jim Marous, Jean Baptiste Lefevre
Bio: Unconventional Ventures | #FinTech #VoiceFirst #AI #longevity #IoT #diversity #startup #FemaleFounder #FutureofWork | @Onalytica No.2 FinTech | 13.1
Jean Baptiste LefevreTwitter: @jblefevre60
Topical Authority: 36.29Top Connections: Andreas Staub, Spiros Margaris, Danielle Guzman, Mark Lynd, Christine Boursin, Theo, Pinna Pierre
Bio: Works on BDDF #DXLAB #BNPParibas No1 #Insurtech Top 10 #fintech #AI #DigitalTransformation #Blockchain by @Onalytica
Miles BrundageTwitter: @Miles_BrundageTopical Authority: 26.88Top Connections: Will Knight, Azeem Azhar, Ryan Calo, Joanna J Bryson, Jack Clark, Jeremy HowardBio: Research Scientist (Policy) at OpenAI. Research Associate, Future of Humanity Institute, University of Oxford. Views my own.
Mustafa SuleymanTwitter: @mustafasuleymnTopical Authority: 26.01Top Connections: Demis Hassabis, Mia Dand, Kate Crawford, Ed Felten, Eric Topol, Wall Street Journal,
Bio: Co-founder DeepMind - Ethical AI... )
Sally EavesTwitter: @sallyeavesTopical Authority: 13.1Top Connections: Andreas Staub, Thomas Power, Daniele Guzman, Spiros Margaris, Theo, Xavier Gomez
Bio: Innovating #tech #education #business CEO CTO Advisor #blockchain #AI @OxfordSBS @Forbes #FinTech #speaker #SDGs #STEM #techforgood #sustainability
Jim MarousTwitter: @JimMarousTopical Authority: 27.68Top Connections: Pinna Pierre, Mike Quindazzi, Theo, Jean Baptiste Lefevre, Bill Sullivan, Spiros Margaris, Shira Rubinoff Bio: Global Speaker, #Banking #Fintech #AI | Co-Publisher, The Financial Brand | Owner, Digital Banking Report | Contributor @Forbes
Spiros MargarisTwitter: @SpirosMargarisTopical Authority: 64.42Top Connections: Jean Baptiste Lefevre, Sally Eaves, Xavier Gomez, Theo, Pinna Pierre, Danille Guzman, Jim MarousBio: @wefoxHQ @SparkLabsGlobal @GetHufsy @MediaStalker @LodexAus @ArbidexToken @F10_accelerator | No.1 #Fintech #AI & No.2 #InsurTech @Onalytica | TEDx
Bernard MarrTwitter: @BernardMarrTopical Authority: 17.85Top Connections: Tamara McCleary, Kirk Borne, Forbes, Ronald van Loon, Andrew Spence, Jon Collins, Khalid Hamdan
Bio: Internationally best-selling author; keynote speaker; futurist; #business, #technology, and #data advisor to governments and companies. .
Tabitha GoldstaubTwitter: @tabithagoldTopical Authority: 18Top Connections: Spiros Margaris, Ian Fraser, Jacqueline Burns, Oscar Williams-Grut, Theodora Lau, Myles Udland, Bio: Head of @yahoofinanceuk . @qz @biuk @cnbc@incisive @dowjones alum+ more. Extra broadcast
appearances @bbc@talkradio @11FSteam.
Pinna PierreTwitter: @pierrepinnaTopical Authority: 18Top Connections: : Danielle Guzman, Theo, Jim Marous, Sally Eaves, Jean Baptiste Lefevre, Spiros Margaris,Bio: Founder IPFConline Digital Innovations #GrowthHacking#DigitalMarketing #SEO #BigData #Analytics #eLearning #Ethics #IoT #DataScience #AI
Top 10 AI Global Influencers
Top Asset/Wealth Management Influencers
Virginie O'SheaTwitter: @virginieosheaTopical Authority: 39Top Connections: Oscar Williams-Grut, Jay Palter, Bradley Leimer, Joy Macknight, Jim Marous, Chris Skinner, Theodora Lau, Joshua Brown, April RudinBio: Aite Group research director, VNA writer, art fiend, vegetarian, professional ligger and mad cat lady (not the opinions of my employer etc etc).
Jake MoellerTwitter: @JakeMoeller1
Topical Authority: 34
Top Connections: Jennifer Ablan, David Craig, Susanne Chishti, Maike Currie, Nicola De Cristofaro
Bio: Expert #mutualfunds analyst & commentator. Head
of @LipperLeadersUK & Ireland Research @Refinitiv. Pension fund trustee director.
Jim MarousTwitter: @JimMarousTopical Authority: 97Top Connections: Jean-Baptiste Lefevre, Bill Sullivan, Antonio Grasso, Bradley Leimer, Helene Li, Theodora Lau, Spiros Margaris, Mike QuindazziBio: Global Speaker, #Banking #Fintech #AI | Co-Publisher, The Financial Brand | Owner, Digital Banking Report | Contributor @Forbes
David CraigTwitter: @davidwicraigTopical Authority: 29Top Connections: Nicola De Cristofaro, Susanne Chishti, Tripp Braden, Jake MoellerBio: CEO of @Refinitiv - previously the Financial & Risk business of Thomson Reuters.
Keith ChurchouseTwitter: @onlinefinancialTopical Authority: 25Top Connections: Chris Gledhill, Abraham Okusanya, Martin BamfordBio: Chartered Financial Planner, IFA, Author, FPFS, FCSI, Radio & TV Media contributor, @ChaptersMoney & @SaidSoMoney Surrey
Deborah FuhrTwitter: @deborahfuhrTopical Authority: 22Top Connections: April Rudin, Efi Pylarinou, Paolo Sironi, Lisa Abramowicz, Theodora LauBio: @ETFGI, Managing Partner, Founder @WomeninETFs co-founder, board member, board member Women of Influence @CR_UK, independent research & consulting global #ETFs
Mike QuindazziTwitter: @MikeQuindazziTopical Authority: 95Top Connections: Andreas Staub, Jean-Baptiste Lefevre, Spiros Margaris, Antonio Grasso, Jim Marous, Michael Fisher, Helene Li, Theodora LauBio: US #Digital Alliances Sales Leader @PwCUS • EC & Board @LAEDC
April RudinTwitter: @TheRudinGroupTopical Authority: 99Top Connections: Bill Sullivan, Theodora Lau, Jean-Baptiste Lefevre, Andreas Staub, Helene Li, Xavier Gomez, Bradley Leimer, Spiros Margaris, Urs BoltBio: Global Wealth U/HNW marketing firm. #FinSvcs compliant content & digital strategies. HuffPost blogger
Joshua BrownTwitter: @ReformedBrokerTopical Authority: 96Top Connections: Robin Powell, Michael Kitces, Chelsea Emery, Ari Paul, Myles Udland, Alan Smith, Sam Ro, Barry RitholtzBio: Chairman of the Twitter Federal Reserve, CNBC Contributor (The Halftime Report), CEO of RitholtzWealth Management
Michael KitcesTwitter: @MichaelKitcesTopical Authority: 67Top Connections: Jay Palter, Abraham Okusanya, Theodora Lau, Barry Ritholtz, Bradley Leimer, Chelsea Emery, April Rudin, Joshua Brown Bio: One nerd’s perspective on the financial planning world… CFP, #LifelongLearner, Entrepreneur-In-Denial, Advisor #FinTech, & publisher of the Nerd’s Eye View blog
Mark PolsonTwitter: @theactualpolsonTopical Authority: 39Top Connections: Alan Smith, Abraham Okusanya, Rory Percival, Robin Powell, Paul Lewis, Martin Bamford, Jason Butler Bio: Founder of the lang cat. Look it up. Views are yours, shortly.
Helena MorrisseyTwitter: @MorrisseyHelenaTopical Authority: 76Top Connections: Vala Afshar, Jean-Baptiste Lefevre, Martin Bamford, Spiros Margaris, Sarah Pennells, Jeff Prestridge, Ian FraserBio: Head of Personal Investing @LGIM. Founder @30percentclub. Chair @diversityproj. Mother of 9. Author “A good time to be a girl"
Susanne ChishtiTwitter: @SusanneChishtiTopical Authority: 100Top Connections: Spiros Margaris, Urs Bolt, Theodora Lau, Paolo Sironi, Efi Pylarinou, April Rudin, Sabine VanderLinden, Jim Marous, Martin BamfordBio: CEO & Founder @FINTECHcircle@FTC_Institute & BestsellingEditor:@WealthTECHBook @InsurTECH_Book@TheFINTECHBook
Chris GledhillTwitter: @cgledhillTopical Authority: 30Top Connections: Helene Li, Bill Sullivan, Jim Marous, Bradley Leimer, Jean-Baptiste Lefevre, Mike Quindazzi, Spiros Margaris, Theodora Lau, Urs BoltBio: #FinTech Influencer, Keynote & TEDx Speaker, Writer and Advisor. CEO & Co-founder at @SeccoAura.
Lianna BrindedTwitter: @LiannaBrindedTopical Authority: 18Top Connections: Spiros Margaris, Ian Fraser, Jacqueline Burns, Oscar Williams-Grut, Sabine VanderLinden, Theodora Lau, Myles Udland, Sam Ro, Helene LiBio: Head of @yahoofinanceuk . @qz @biuk @cnbc@incisive @dowjones alum+ more. Extra broadcast appearances @bbc@talkradio @11FSteam.
Spiros Margaris – Profile Summary & Key Stats
Spiros Margaris
Tech Industry Expert SpeakerSocial Amplifier
📍 Switzerland, Global@SpirosMargaris
GLOBAL PREMIUM
TWITTER INFLUENCER
Audience (Followers/Subs)
81k
TopicalAuthority
64.42(100)
EngagementPer Post (Twitter)
26
Daily Activity (Twitter)
30
Overview
Twitter Bio: Venture capitalist, advisor and global thought leader in the Fintech, Insurtech, and AI spheres
LinkedIn Bio: He regularly appears in the top three positions of established global industry influencer rankings. He is a speaker at international Fintech and Insurtechconferences, and he publishes articles on his innovation proposals and thought leadership. He published an AI white paper, “Machine learning in financial services: Changing the rules of the game,” for the enterprise software vendor SAP.
Onalytica Summary• Global No. 1 Fintech, Artificial Intelligence (AI) & Blockchain Twitter Influencer
by Onalytica (05/2018). First influencer to achieve the “The Triple Crown“• Global Event Speaker• Storyteller, Venture Capitalist, Investor, Social Influencer & Industry Tech Expert• Less keen on creating long form content• Main Topics: AI, Fintech, Insurtech• Other Topics: Blockchain, Robotics, IoT, Big Data, Digital Transformation, Tech
Innovation
Profile Summary
Channel Audience(Subscribers / Followers)
Link to Social Profile
75,600 (April 2019) Twitter
5,538 (April 2019) LinkedIn
436 (April 2019) Instagram
235 (April 2019) Facebook
Unknown Unique Visitors paWebsite
Channel Audience Reach
Spiros Margaris – Influence & Impact
Offline Influence
Advisory roles and venture capitalist investments in startups like wefox Group (raised record $125 Series B round 03/2019) and through his global VC network (a member of the SparkLabs Groups in Palo Alto).
He is regular invited as a keynote speaker global tech conferences.
Channel Coverage Total Mentions
(last 12 months)
Artificial
Intelligence
Mentions
(last 12 months)
Fintech
Mentions
(last 12 months)
Insurtech
Mentions
(last 12 months)
Online Media 458 171 283 65
Blogs 1,096 437 363 202
Twitter 1,434,541 717,900 439,700 260,500
Forums 35 5 24 1
YouTube 4 0 0 0
Instagram 168 79 86 43
Facebook 54 24 25 3
Tumblr 4,112 1,881 1,137 1,117
Total Coverage 1,440,468 720,497 441,618 261,931
Audience Gender Breakdown
75.9% 24.1%
Audience Role Breakdown
C-Suite in Tech
AI Journalists
FinTech Startups
Insurtech VCs
Audience Location Breakdown
1.7%
1.8%
2.6%
2.6%
3.6%
3.7%
3.9%
7.9%
14.1%
30.9%
0% 5% 10% 15% 20% 25% 30% 35%
Bangladesh
Spain
Switzerland
Australia
Canada
Germany
France
India
UK
US
Spiros Margaris – Community Relationships & Influencer Interactions
AI Network Map
Fintech
Global Tech Network MapTop Relationships by
Social Interactions
Interacting with 270 of Onalytica’s
top 500 Global AI Influencers in 2019
Interacting with 288 of Onalytica’s top 3,000 Global Tech Influencers in 2019
Interacting with 273 of Onalytica’s top
500 Global FinTech Influencers in 2019
Spiros Margaris – Insights & Motivations
Talks about
Tech Topics Share of VoiceTop connections
Motivations
• To be one of the leading influencer in AI,
Fintech & Insurtech
• VC Opportunities in Fintech / Insurtech / AI
• Exclusives to relevant content & new
research for his audience
• Paid Speaking Engagements
Organic
• Sharing early / exclusive access to
content on Twitter & LinkedIn especially
new research or case studies
• Sharing quality content on Twitter
• Contribution of a quote / opinion to an
industry research report
• Remote Influencer Interview
• Blog Post & Promotion
Paid
• Keynote Speaking
• Whitepaper
• Event Panel / Podcast
• In-person Influencer Interview
Top Twitter Hashtags
Engagement Tactics to Develop Influencer Relationships & Create Brand Impact
Light Touch
Tag Influencers in Social Media Posts (Organic)
Share influencer content from brand & employees social accounts (Organic)
Sponsored Content / Native Advertising (Paid)
Develop Advocates
On-going Social Media Engagement(Organic)
Guest Blogs(Organic / Paid)
Influencer Blog posts commenting on brand research / product launch(Organic / Paid)
Event Keynote / Panel Speaker(Organic / Paid)
Podcasts / SeriesProduct Reviews(Paid)
Influencer Taking over Brand’s Social Media Handle(Paid)
Activate Influencers
Connect Subject Matter Experts with assigned influencers (Organic)
Employees co-create social posts with assigned influencers(Organic)
Campaign Influencer Generated Content(Organic / Paid)
Audio / Video Interviews(Organic / Paid)
Interactive Panel Discussions(Organic / Paid)
Co-creation of longer form content(Organic / Paid)
Recognise Influencers
Influencer List (Organic)
Influencer Quotes (Organic)
Influencer in-depth Interviews(Organic)
Content Forms: Blog Posts, eBooks, Infographics
EMPLOYEEACTIVATION
SOCIAL SELLING
INFLUENCER MARKETING
Listen to influencer
community to create
& post content that
resonates with your
target audience
(Engaging with
influencers)
(Establishing a
social media
presence)
Co-create content
with External
Influencers to create
more compelling
content and drive
organic shares
c
cContent
Creators
Social
Amplifiers
Industry
Experts
Event
Speakers
Online
Connectors
Media
Influencers
Large, unleveraged
networks
Reading, sharing &
engaging
Creating own
content
“EMPLOYEE ACTIVATION TO
EMPLOYEE BRAND ADVOCACY”
Model
Connect your employees with external influencers to increase advocacy
Employee Advocacy 2.0: Employee-Led buyer Journey Framework
Influencer Insights Listening to the influencer
community to understand
what content to create
Content Creation
Employee
AdvocacyEmployees share content on
their social profiles
Influencer-Generated
Content
Organic content shares
through participating
influencers & their networks
Social Selling Sales team engage with and
share content with relevant
prospects on social
Content shares through
assigned influencers
Brand-Generated
contentEmployee-Generated
content
ABMEngaging Key Accounts
Target audience
Always-on Influencer Relationship Management
Employee Advocacy1. Recruit Subject Matter Experts
(SMEs) to program
2. Connect internal SMEs with
assigned target influencers
3. Tailored feed of day-to-day
influencing opportunities for each SME
Influencer Generated Content1.Build relationships with influencers
2.Create content with influencers
3.Influencers promote your content
4.Paid promotion of content
Influencer Community Social Outreach1. Tailored feed of personal Blog Posts / Tweets /
Instagram posts on relevant posts
2. Tailored feed of content sharing opportunities
2. Engage when influencers post on specific topics
or key themes relevant to your brand or content –
contextual influencing!
Offline & Online Events1. Find relevant influencers
2. Invite influencers to your events
3. Build relationships and connect
internal SMEs with influencers
4. Create content at event
2017 Lenovo Internal. All rights reserved.
Leads developed
through employee
advocacy are 7x more likely
to covert
84% of C and VP level
buyers use social media in
decision making
92% of
customers trust recommendations from people over branded content
65% of brands report increase
in brand recognition
through employee advocacy
35
JAN-DEC 2018 INFLUENCER MARKETING PROGRAM BENCHMARK
Brand Share of Voice Brand Attention Trend
35
Program Benchmark KPIs
Brand Key Topic Association Volume Trend Brand Share of Voice Trend Audience Engagement of Influencers’ Brand Posts
0
500
1000
1500
2000
2500
3000
3500
Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Dec-17
Event IOT
Product Launch
AI Influencer
Generated Content
N = 3,099
KPI 2018 FYMonthly Average
Influencer Brand Posts (All Mentions)
11,526 960
Influencer Brand Posts (Key Topics Only)
3,099 258
Brand Share Of Voicevs. Competitors
13% 13%
Brand Influencer Reach 10 million 830K
Audience Social Engagement
2,365 197
0
500
1000
1500
2000
2500
3000
3500
4000
Jan Feb Mar Apr Jun Jul Aug Sep Oct Nov Dec
Internet of Things Artificial Intelligence Digital Transformation
Augmented Reality Virtual Reality0
100
200
300
400
500
600
700
800
900
Q1 Q2 Q3 Q4
Likes Shares (RT)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan Feb Mar Apr Jun Jul Aug Sep Oct Nov Dec
Competitor 1 Competitor 2 Competitor 3 Brand Competitor 4
Competitor 1
37%
Competitor 2
19%
Competitor 3
17%
Brand
16%
Competitor 4
11%
N = 87,258
38
What is your main objective & focus?
Brand Awareness
& PerceptionGain visibility with your
target audience
through influencers
Employee
AdvocacyMarket your brand
through your
employees
Account Based
MarketingTarget your Key
Accounts by combining
Social Selling &
Influencer Marketing
Demand GenDrive new business by
collaborating with the
right influencers
Event ImpactGive your event major
amplification on social
media
Issue Tracking &
Brand ReputationWork with influencers to
manage your brand
reputation
39
What main KPI will you use?
Onalytica Tip
1. Make sure that it is something you can easily measure
2. Ensure that it is linking back to your overall
programme objective
3. Ensure that it is linked to business outcomes and will
resonate in the boardroom with senior managers
4. Have a balance between measuring activity success
& program success
Example KPI Metrics
• Volume of Influencer Brand Posts
• Brand Share of Voice vs.
Competitors
• Brand Influencer Reach
• Audience Social Engagement
• Site Traffic
• Content Downloads / Views
Share of Voice vs.
40
Your Perfect Influencer
Expertise Which topics should the influencer be knowledgeable about? (E.g. Healthcare, Fintech, Digital Transformation)
Audience Who do you want to reach with your campaigns? (E.g. C-Level Execs). Which networks are best to reach that audience?
Location Where is your target audience located? Enter the country, region or city (E.g. United Kingdom)
Channels Which social media channels are most important to reaching your target audience? (E.g. LinkedIn, Twitter & Blogs)
41
What content will you create?
What do you want to work with influencers on? Some influencers are great for speaking at your event, others will prefer to write a blog, while some can amplify your content to a large audience.
Some things to consider when you pick an engagement tactic:1. Is this something you can deliver in your own department, or will you have
to liaise with other teams?2. Is this something you're already doing, or will you need to secure
additional resource?3. Will you be able to measure the impact influencers have on your desired
KPI?
Onalytica Tip
Influencer
Keynote
Influencer
Panel
Tweetup with
2-5 influencers
VIP Lunch /
DinnerQ&A video
Influencer
Keynote
Influencer
webinar
Influencer
interview
Influencer
quotes
Roundtable
event
Promotion of a
report
VR / AR
Content
Tagging
influencers
Industry
roundupInfographic
Interactive
eBook
42
That’s it!
Fill in your info to have your complete
influencer marketing strategy sent straight to your inbox
43
Example Influencer Strategy in 5 mins!
To improve our demand gen by engaging digital transformation influencers
based in UK & Global who influence CMOs on LinkedIn, Blogs, Online Media
& Twitter.
We will engage our influencers by creating Podcast series, LinkedIn thought
leadership articles and research reports content in September.
Success will be measured by analyzing audience engagement on content
created and site traffic with the main success criteria being content
downloads.
What outcomes are you looking to achieve?*
Improve
brand
awareness
and
perception
38%
Drive leads
and sales
30%
Increase
social media
engagement
15%
Educate an
audience on
a key issue
15%
Carry out
research and
drive
innovation
2%
BRANDS
* Comparing 1st Choices
Be more
influential on
a certain
topic
52%
Expand
network to
reach new
audiences
17%
Get industry
insights
15%
Be paid well
14%
Receive free
or
discounted
products
2%
INFLUENCERS
Brands: What is your initial ask when reaching out to influencers for the first time?*
Influencers: What activities are you most likely to agree to partner with a brand on?*
* Comparing 1st Choices
39%
17%
12% 12%10%
8%
3%
11%12%
38%
24%
3% 3%5%
Engage on Social Provide a quote
for content or
news article
Co-Create long
form content
Speak at or attend
an event
Create Video
Content
Write a Product
Review
Participate in a
Podcast or
Webinar
Brands
Influencers
Brands: What value do you offer when reaching out for the first time?*
Influencers: What value do you look for when deciding whether to work with a brand?*
27%
19%18%
14%
10%9%
4%
17%
23%
34%
19%
6%
0% 1%
Opportunity to
network with peer
influencers and
senior execs
Promote an
influencer's
authority on a
specific topic to
new audiences
through the
brand’s network
Early or exclusive
access to a
product or
research
Payment for their
time & expertise
Increase traffic to
their personal blog
or website
Offer free tickets
to events
Put social
advertising budget
behind their
personal content
Brands
Influencers
* Comparing 1st Choices
Influencer Marketing Case Study – IBM Systems
Challenge: Raising brand awareness & consideration of IBM’s infrastructure with CTOs & CIOs and reaching new audiences
comprising of Business Leaders
Strategy: Leverage influencers as a means to fast track awareness, credibility, consideration & trust by creating Influencer
Generated Content (IGC)
Activity:
• Invited 2 influencers to storage summit
• Video interview with CTO and Spiros Margaris
• Connected executive managers + Subject Matter Experts to influencer
community for ongoing relationship
• Organic social amplification of content by influencer community
Results:
• 636K impressions around event
• 107 influencers interacted with content over 5 days
Onalytica have helped me work with brands to raise awareness of #techforgood and
‘diversity and inclusion’, but more importantly they have allowed me to be an ongoing
part of a brand’s narrative and Digital Transformation. – Sally Eaves
Theo Jan Barbosa
Machine Learning
Joanne Moretti
Spiros Margaris
Sally Eaves
AntonioGrasso
Influencer Discovery
Influencer Marketing Case Study – IBM Systems
Onalytica have helped me work with brands to raise awareness of #techforgood and
‘diversity and inclusion’, but more importantly they have allowed me to be an ongoing
part of a brand's narrative and Digital Transformation. – Sally Eaves
Key influencer introductions
725 influencers identified and tracked in program
5 influencers activated for events and content creation
Encouraged influencer community to amplify content
Insights & MeasurementInfluencer InsightsInfluencer EngagementInfluencer ReachInfluencer AdvocatesContent Shares / DownloadsInfluencer Share of VoiceBrand Share of VoiceBrand PerceptionAudience Social EngagementEmployee AdvocacySite Traffic Referral Demand Gen
Spiros
MargarisSally
Eaves
Antonio
Grasso
50
UBS – Asset Management
• UBS were looking to reach High Net Worth Individuals (HNWIs) with their thought leadership content on leaving wealth to your children/grandchildren
• Used Onalytica to identify the key intermediaries to reach that group – HNWIs aren’t necessarily online – like lawyers, accountants, financial planners and wealth managers
• They identified Martin Bamford as a key influencer in that community, and approached him to get Nick Tucker from UBS on his podcast• This gave the report a huge boost – it produced nearly 4x as many leads as the previous report
Market Leading Approaches & Frameworks Endorsed by Global Experts
Definitive Guide to Influencer Relationship Management
Largest Global Market Research Study into Brand Influencer Partnerships
Employee advocacy 2.0 Report: leveraging influence to drive a connected organization and employee-led buyer journey
• Step-by-step Guide to Organic Influencer Relationship Management• Taking you from Aspiring to run to Executing a successful program• Endorsed by global leading industry experts, brands and influencers• Provides a framework for influencer strategy including objectives setting,
discovery, engagement and measurement
Influencers to help drive all marketing & comms activity
Influencer Management team to act as a central hub and consolidator of influencer activities1. Connect activities to demand gen 2. Enable Regional / Country leads to run
always-on influencer programs3. Manage and develop influencer relationships
4. Drive Spokesperson Engagement5. Connect Employee Advocacy program to influencers
6. Involve influencers in content generation7. Invite influencers to events8. Influencer-led brand & market insights
9. Facilitate alignment between internal teams
Roles & Responsibilities1. Influencer Relationship Managers2. Country Community Manager Leads
3. Employee Advocates
Regions
Individual Country or Business Unit (BU)
Central Influencer Management Team
PR / ARSocial Media
MarketingDemand
Gen
Brand /
Insights
Campaigns &
Content
Generation
Employee
advocacy
Central Team – Program Maturity Model
EXPERIMENTInfluencer Discovery
Early Testing
Warm Influencers
Evaluate Tech
Developing Skills
Run Pilot
Analyse Employees’
Influence
Marketing Focus
INTEGRATION
Marketing IntegrationPlatform IntegrationProcess IntegrationInfluencer EcosystemEmployees EngageAdvanced SkillsEnd-to-end metricsCentral Team PlaybookLocal Markets PlaybookBU PlaybookBAU Workflows
AUTHORITY
CXO SponsorshipAlways-on engagementActive Brand AdvocacyPlatform MaturityAdvanced SkillsCross-functionalInternal InfluencersDominant Share of VoiceInternal Training RolloutROI Metrics
RELATIONSHIPS
Strategic Longer-TermInfluencer PersonasDeveloped ProgramsRelationship-BasedInfluencer CommunityPlatform InvestmentPaid and OrganicMulti-departmentalEngagement Metrics
PROCESS
TacticalRecruit InfluencersTool InvestmentCampaign BasedTransactionalMaturing SkillsReach MetricsOutput Metrics
Influencer Marketing Maturity Model
AdvocacyAmplificationConnectedUnengaged
Where most brands will be in 2025
I know some but not all of our market
influencers
I don’t have the time or resource to
engage with influencers
I don’t know how to measure
influencer engagement
I do not have an official influencer
relations program
I create content on my owned media
channels and run paid search &
traditional PPC campaigns
I know my market influencers and
engage with them periodically
I am not sure how to best engage my
influencers
I have a few subject matter experts or
spokespeople who are engaging with
market influencers on social
I have a few social media vanity
metrics for measurement but these
aren’t really demonstrating success
I need more internal resource to boost
influencer engagement
I have an always-on influencer
relations program
I have employees throughout the
company engaging with or key
influencers on their specialist
subjects
Influencers are starting to share our
content and engage with us
I need more effective measurement
to increase program investment
I struggle to structure and scale my
influencer relations activity
Influencers are a key part of my
marketing & comms strategy
We have a regular calendar of
influencer activity and events
Our program employee advocates are
engaging with their target influencers
and driving greater awareness and
engagement from the community
Influencer Generated content is at the
heart of our content strategy
We could turn to our influencers for help
defending our brand in times of crisis
RELATIONSHIP LED
Where most brands are now in 2019
BRANDFOCUSED
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1) Create 12-week strategy + long term vision
2) Find on-topic 5 influential experts and schedule calls with them
3) Focus on value for the influencer
5) Experiment, learn and improve!
4) Integrate influencers into your BAU workflow
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Market Leading Approaches & Frameworks Endorsed by Global Experts
Definitive Guide to Influencer Relationship Management
Largest Global Market Research Study into Brand Influencer Partnerships
Employee advocacy 2.0 Report: leveraging influence to drive a connected organization and employee-led buyer journey
• Step-by-step Guide to Organic Influencer Relationship Management• Taking you from Aspiring to run to Executing a successful program• Endorsed by global leading industry experts, brands and influencers• Provides a framework for influencer strategy including objectives setting,
discovery, engagement and measurement