How to Successfully Take Advantage of Influencer Marketing...

How to Successfully Take

Advantage of Influencer Marketing

to Listen, Create & Execute Highly

Effective Digital Campaigns

Chris Palmer,

Regional Marketing Manager,

ServiceMax from GE Digital

Ignite Conference, June 2017

The Leader in Field Service Management | 100% Cloud-Based; Built on Salesforce App Cloud

400+ Customers in 40 Countries | Comprehensive Product Suite | Ecosystem of Technology Partners & SIs

100+ Million Assets Managed | 1 Million+ Mobile Syncs Each Day | Used at 18+ million Locations

VERTICAL PRESENCE

MEDICAL DEVICES INDUSTRIAL

MANUFACTURING

ENERGY

& UTILITIES

BUILDING &

CONSTRUCTION

HIGH TECH

& TELCO OIL & GAS

Productivity &

Efficiency

Growth &

revenue

Customer

Experience

Compliance

Our mission is to change the way organizations that service things exceed

the expectations of their customers by creating innovative cloud software and

services that drive efficiency, improve safety and compliance, and unleash

new revenue streams.

OUR MISSION

$

Employee

Satisfaction

SOLAR POWER

NOT SOLAR PANELS

FLIGHT HOURS

NOT JET ENGINES

DOCUMENT PROCESSING

NOT PRINTERS

“By 2018, 40% of the

top 100 discrete

manufacturers and

20% of the top 100

process manufacturers

will provide Product-as-

a-Service platforms.”

(IDC, 2015)

EMERGING TREND OUTCOME BASED SERVICE

Question: Who uses influencers in their content marketing strategy?

influencer noun [ C ] UK /ˈɪnfluənsər/ US a person or group that has the ability to influence the behaviour or opinions of others *Cambridge Business Dictionary

Influencer Marketing in B2C

“Consumers are hard to reach because they ignore you. The old rules don’t work so well anymore.

Marketing is dead. Long live marketing.”

– Seth Godin

Today’s Decision Makers

- Constantly distracted

- Auto-programmed to tune out of

phone calls, adverts, delete emails

- Much more likely to listen to peers

or known figures in their networks

The Solution

- Research, listen, engage

- Create relevant & useful content

- Amplify through effective channels

- Work with influencers throughout the process

How We Design & Execute Campaigns

Listen

Create Promote

Measure

Repeat - Conference presentations

- Social media listening tools: & keyword

monitoring

- Customer surveys

- University research

- Buyer personas

- Gated & Non-gated content

- Multiple platforms and formats

- Paid

- Owned

- Earned

- Hard metrics: Leads, MQLs, pipeline

contribution, CPL

- Soft metrics: clicks, impressions,

Finding Influencers & Themes

Google Trends Buzzsumo Tweetdeck

- Number of free and paid tools

- Relevance over time

- Monitor conference agendas & trade publications

- Use data from your marketing information system

Working with Influencers on Content Creation

- Impartiality

- Offer value in return

- No sales pitches!

- Hire internal influencers

Amplifying your Content

- Incentivize influencers to share content

- Work with 3rd parties

- Think outside the box

- Paid, Owned & Earned Tactics

LinkedIn Groups Placeholder

Poll: Who uses employee advocacy to amplify content?

Your Employees are Influencers Too

- The average LinkedIn user has 930

connections

- Multiplied by your employee count, that number

is far larger than your brand profiles

- Use incentives and promote (healthy)

competition

Measurement & Results

- Authenticity - Create Mutually Beneficial Relationships - Provide useful and relevant content

Thank you.

Chris.palmer@ge.com @chrispalmer90

26 June 2017 The Service Engineer of the Future | 21