it's who you know: influencer marketing now 12.10.15
TRANSCRIPT
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Our Speakers Dustin Luther, Director, Engagement, Dun & Bradstreet. @tyrA passionate marketing leader, Dustin gets a kick out of creating strategic stories that people feel compelled to share. In his current role with Dun & Bradstreet, Dustin has built a team of content, social media and event experts who drive marketing campaigns that “move the needle” and encourage their SMB base to engage with the Dun & Bradstreet brands.
Julie Zisman, Head of Marketing, Little Bird. @JulieZismanJulie Zisman is the Head of Marketing at Little Bird, an Influencer Marketing Platform that identifies the people, companies and organizations that shape market trends and buyer intent on Twitter. Julie joined Little Bird in November 2014 after serving more than a decade in marketing leadership roles at Showpad, Kontagent and Tealeaf.
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts . @RobinCarey
Amber Armstrong, Program Director Commerce, Social and Mobile Amplification, IBM. @ambarmstrongAmber Armstrong leads digital amplification for IBM Commerce, Mobile, and Social divisions. She focuses on telling the IBM story externally and connecting with external influencers to surround the IBM story. She is passionate about employee advocacy and its power to empower IBMers to be the face of IBM to clients and partners.
D&B Influencer Outreach Case Study#SMTLive
Dustin Luther, Engagement DirectorConnect: @tyr
December 10, 2015
7#SMTLive: D&B Influencer Outreach Case Study
Selling Influencer Outreach to ExecsInfluencer outreach can be the critical element of:
• Successful lead generation• Thought leadership • Employee engagement• Product launches• SEO campaigns
This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.
8#SMTLive: D&B Influencer Outreach Case Study
Strategies to Drive Online Leads & SalesPaid: SEM & Direct Response
• Online ads• Email
Free: SEO
• Onsite • User Engagement• Offsite (Inbound Links / Social Engagement)— Influencer Outreach Can Drive Offsite SEO Success
This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.
10#SMTLive: D&B Influencer Outreach Case Study
Most Influential SMB CampaignGoal:
• Get influencers talking about us
Approach:
1. Develop unique algorithm (leveraging Little Bird)
2. Publish the list
3. Reach out:
• Influencers• Journalists
This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.
11#SMTLive: D&B Influencer Outreach Case Study
Results
This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.
12#SMTLive: D&B Influencer Outreach Case Study
Next Steps: Most Influential Sales/Marketing
This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.
Follow @Hoovers for an early January 2016 Launch
2016 Influencer strategyGoals: Provide audiences with valuable thought leadership content from a non-IBM voice Learn from knowledgeable influencers and inform our product and marketing
decisions
05/01/2023© 2015 IBM14
OBJ
ECTI
VES
GOAL
S
Relationships: Nurture/grow
Influencers into long term brand advocates
Content: Co-create rich thought leadership content
to tell the IBM story through influencer POV
Amplification/reach:Expand IBM thought
leadership in new whitespace communities
Account for 5-10% of influencer
shared content & track attributed
leads/clicks
Account for 20% of IBM channel
content (80/20 ratio)
Increase amplification at
IBM events (30%+ of event coverage)
Expand program to all 6 topic areas for
75 active influencers
Align all activities to campaigns
IBM Contribution: 86 MIL impressions Influencer Contribution: 161 MIL
impressions External (Other): 128 MIL impressions (est)
Share of Voice Breakdown
23%
43%
34%
Based on 376 MIL impressions
Influencer results: TED@IBM
New Way To Startup Competition & Webisode Series Radically different approach to showcasing products (IBM
Verse & Watson Analytics) in startup environment through a millennial web reality show to drive consideration/awareness with new audiences
• NWTS impressions (97.3M) were equal to 20% of total #NewWayToWork campaign impressions (472.4M) from March 13 – July 7, 2015
• Estimate that ~20% of Verse registrations came from NWTS during that time period
Numbers At A Glance
230,223Avg views per
webisode across YouTube, Facebook
1.84MTotal video views across YouTube,
Facebook & Twitter
97.3MTotal impressions
from or about NWTS teams, competition
& series
NWTS dedicated Facebook pg
outpaced normal IBM SB pg likes by
150%
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How Can Influencers Help your business?
Product Reviews
Leading Social Conversation
Writing Blogs
Keynoting Events
Authoring Books
Podcasts, Webinars and Tweetchats
Contributed Articles
@JulieZisman
#SMTLive
Define your Influencer Marketing Goals and Strategy
SHARE OF VOICE AND BRANDINGCreate programs to gain increases in social capital • Connect with members of an influencer network and then
measure: – The number of new influencers your company
connects with– The acceleration in growth of your social communities – The increase of engagement with social content– The number of connections you have within
an influencer network vs. a competitor
@JulieZisman
#SMTLive
Define your Influencer Marketing Goals and Strategy
LEAD GENERATION Create programs to drive highly qualified digital traffic• Connect and partner with influencers to educate their
audiences with co-created content and then measure:– The increase in inbound referral traffic– The response to promoted tweets advertising the
content using custom tailored audiences – The number of lead responses to co-created content
across all other marketing channels
@JulieZisman
#SMTLive
6 Mistakes to Avoid
Basing your influencer criteria purely on follower count.
Making a big ask at first contact.
Misquoting them or taking their content out of context.
Sending repeated automated responses or requests.
Asking for a product review without delivering any value.
Thinking that every engagement with an Influencer is free.
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@JulieZisman
#SMTLive
Join the Conversation…
Follow along and share your thoughts on
Twitter at #SMTLive
Submit your questions in the
GoToWebinarcontrol panel
#SMTLive
Our Speakers Dustin Luther, Director, Engagement, Dun & Bradstreet. @tyrA passionate marketing leader, Dustin gets a kick out of creating strategic stories that people feel compelled to share. In his current role with Dun & Bradstreet, Dustin has built a team of content, social media and event experts who drive marketing campaigns that “move the needle” and encourage their SMB base to engage with the Dun & Bradstreet brands.
Julie Zisman, Head of Marketing, Little Bird. @JulieZismanJulie Zisman is the Head of Marketing at Little Bird, an Influencer Marketing Platform that identifies the people, companies and organizations that shape market trends and buyer intent on Twitter. Julie joined Little Bird in November 2014 after serving more than a decade in marketing leadership roles at Showpad, Kontagent and Tealeaf.
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts . @RobinCarey
Amber Armstrong, Program Director Commerce, Social and Mobile Amplification, IBM. @ambarmstrongAmber Armstrong leads digital amplification for IBM Commerce, Mobile, and Social divisions. She focuses on telling the IBM story externally and connecting with external influencers to surround the IBM story. She is passionate about employee advocacy and its power to empower IBMers to be the face of IBM to clients and partners.