marketingprofs b2b 2012 (#mpb2b) - social media influence - alan belniak - paul gillin
DESCRIPTION
B2B buying, the importance of identifying and engaging online influencers to spread the word about your business has grown. But how do you figure out who has influence and how do you engage them to share a positive message? Approaching and cultivating knowledgeable influencers requires a different approach than working with traditional journalists. So, in this interactive session we'll discuss what to look for when seeking online influencers, and which strategies deliver productive engagement and meaningful relationships. Plus, we'll cover suggested metrics for determining the impact of your influencer relations on the bottom line. Bring your challenges and questions to discuss with the group.TRANSCRIPT
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source: http://www.flickr.com/photos/8533266@N04/4457182603/
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What We’re Talking About Who We Are
What Is Influence, And Why Does It
Matter Tools of The Trade
Questions
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A marketing technologist and Digital marketer + practitioner, with deep strengths in social media Current Role Global Director of Social Media at
PTC B2B software, long sales cycle, high
switching costs Why IR Matters to Me People rely more on what analysts
and practitioners say than what we say
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Writer, speaker, B2B social marketing strategist Author of four books on social
media marketing Advisor to IBM on digital
marketing for midsize businesses Trainer, Profitecture social media
boot camp
Why IR Matters to Me It’s a core element of any successful
social media marketing program
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@abelniak and @pgillin 5 5 source: Sean Moffitt, BuzzCanuck
Desire to
Influence
Others
Brand Engagement
Pa
ssiv
e
Act
ive
Reject Favor
Traditional Influencers Authoritative 3rd parties, community leaders, press, gov’t.
Haters Lovers
Critics Enthusiasts
Skeptics Mainstream
Dismissers Followers
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•Cupboards Kitchen and Bath •Details and Design •Gold Notes •Johnny Grey •KitchAnn Style •Kitchen and Residential Design •Kitchen Clarity •Kitchen Design Notes •Kitchen Design Trends •Kitchen Solutions •Kitchen-Exchange •PamDesigns •Susan Palmer Designs Blog •The Blog of Kitchen Designs by Ken Kelly •The Kitchen Designer •useful spaces •Stagetecture •Coffee with an Architect •Life of an Architect •Living Well in Westchester •Sarah Susanka, FAIA •Andie Day •DesignTies •Mpression Design Blog
•Nest by Tamara •Sara Baldwin Design •Velvet & Linen •Appliance Buyer's Guide •Appliancist •Decorating Diva •Design Commotion •DIYdiva | •european-kitchen-design.com •From the Floors Up •Hooked on Houses •John Bridge Tile Forum, •K+BB •kbculture •Kitchen Design Think Tank •Modenus, Interior Design Resource •Retro Renovation •The Granite Gurus •The Steampunk Home •Things That Inspire
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Started blogging 2006 48,000 daily visitors 1 million monthly page views Covered in Hachette Home, Wedding
Flowers, Adore, Mollie Makes, Family Circle, Lonny, Canadian House & Home, Red, InStyle, Easy Living, Your Home, Real Living, Good Housekeeping, Homestyle, Brigitte and La Petit magazines
And that was just in 2011 Her book, Decorate, was the #1
interior design book on Amazon for seven months
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Estimated monthly traffic: 73,000
Google Indexed pages: 6,560
Alexis ranking: Top .12%
Links from 13,195 sites
40,000 unique monthly visitors
Avg. post retweeted 129 times
New York Times citations: 6,510
Newsletter subscribers: 150,000
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Word of Mouth Awareness
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Early Warning
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Advice
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Market Wisdom
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Make it personal Treat influencers as you would media But remember they aren’t traditional media Make your contacts meaningful and positive Offer something of value Follow through Expect to be challenged
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• Don’t wait till you’re on fire to engage • Read, comment, understand • Reach out with something of value • Play to ego, interests • Engage before you pitch
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Dear <blogger name>: I'm a big fan of your site, <blog title>, and think you provide a tremendous value to the construction trade. I would like you to know about a new site we have just launched...
Wrong
Right
Dear Susie: GreenBuildingElements.com is a must-read for us here at Energy Efficient Solutions. We particularly like your focus on designing homes with sustainability in mind. I have personally recommended your Green Building 101 Series to several of my colleagues as examples of how the process of building green homes can be fundamentally rethought. As you wrote recently, "It all starts with the foundation. So let’s start from the beginning."
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Invite them into the club Offer links or small promotions Exclusive access Special events MODEST discounts, giveaways, trials Affiliate programs
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“Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.”
In B2C market, influencer relations successes include: Molson Beer Toro Lawnmowers Zarafina Tea PBS Parents magazine
Goal Turn customers into fans
Tactic Recruit 10 prominent bloggers for access, trials
Metrics Blog posts, videos, tweets, traffic
Results One video received 320,000 views 6,200 downloads of Facebook app Many blog entries Program renewed for second year
Quote “12 months of relationship building, meetups and feedback gathering has changed the way we think, act and plan our communications and events.”
-Ken Kaplan, Intel
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sources: http://www.snpros.com/twitter/chrisbrogan ; http://www.snpros.com/twitter/pgillin ; http://www.snpros.com/twitter/abelniak ; http://www.snpros.com/twitter/justinbieber
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source: http://en.wikipedia.org/wiki/867_5309
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Run the name through Google (sometimes with a company name or one other word that helps describe them). I look at the first page of results. What’s at the top? If it’s a link to a social site, then they are prolific
online. Blog? Ditto.
I look at them on LinkedIn (for NA; Xing or Viadeo for eastern Europe) Do they have a lot of connections? Any recommendations?
I search for them on Twitter.
Are they there? How long? What do they tweet about? Who follows them, and vice versa?
If they have a site or a blog, I gauge the traffic to that web property….
Alexa: http://www.alexa.com/ Quantcast: http://www.quantcast.com URLFan: http://urlfan.com/ Compete: http://compete.com/ Popuri.us: http://www.popuri.us/
If they are on Twitter, I use a few tools to gauge impact, reach, and influence…
Klout: http://www.klout.com Twitalzyer : http://twitalyzer.com/ Twitter Grader: http://twitter.grader.com/
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Search their name:
top spot appearances
‘owned’ by them
What are they talking about?
Public speaking? Content creators? Frequency?
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source: http://lmgtfy.com/
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source: http://www.subjectivelyspeaking.net/2010/08/20/why-your-twitter-follower-count-matters-why-your-twitter-follower-count-doesnt-matter/
Followers, following, the ratio Age of the account Topics Size up an account quickly…
picture
bio
recent past tweets
follower/following counts
ratio: broadcaster, lurker, or sharer
how long they’ve been on Twitter
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sources:https://followerwonk.com/analyze/abelniak?op=fl ; http://tweet.grader.com/abelniak
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Twitter Grader
you’ve already seen a bit
Twittercounter
not much for influence, but good data
Tweetstats
find out when your influencers are online and tweeting
Followerwonk
more later on Followerwonk
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Number of connections Recommendations Groups they are in Earned ‘expert’ status
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sources :http://www.linkedin.com/in/cchapman ; http://www.linkedin.com/in/abelniak
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HootSuite Twitter Resource Analyzer
As seen on OblongPixel
sources: http://www.HootSuite.com (insight tool) ; http://oblongpixel.com/pixelblog/?p=156
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sources: http://www.HootSuite.com (insight tool) ; http://oblongpixel.com/pixelblog/?p=156
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source: http://socmetrics.com/docs/usecases?which=1
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source: http://login.radian6.com (behind access wall)
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source: http://www.Followerwonk.com
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source: http://www.socialmediaexplorer.com/online-public-relations/influencer-identification-tools/
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sources: http://www.flickr.com/photos/graye/30561751/ and http://www.flickr.com/photos/28346908@N08/2640991550/
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Influence
Is online and offline
Comprised of different variables
Influencers
Aren’t always who you think they are
Hang out in lots of places
Are people, too
Absent context, numbers are just squiggly lines
The temperature isn’t the weather
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Alan Belniak
@abelniak http://www.abelniak.com
Paul Gillin
@pgillin http://gillin.com/blog/
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