UCSC Silicon Valley - Advanced Social Media Marketing Course (Day 2)

Cnfidential MarketingXLerator ! !

   Advanced  Social  Media  Marke0ng      Influencer/Advocate  Marke2ng  

       @NaThomson      October  24,  2014  

Cnfidential MarketingXLerator

Influencer/Advocate  Marke0ng  

2  

Cnfidential MarketingXLerator

What  is  an  Influencer?  

3  

Cnfidential MarketingXLerator

Influencers  have  influence  in  your  market  –  oEen  professionally.  

4  

Cnfidential MarketingXLerator

What  is  an  Advocate?    

5  

Cnfidential MarketingXLerator

Advocates  love  your  offering  and  are  your  fans  –  they  are  oEen  customers  or  partners.  

6  

Cnfidential MarketingXLerator

Rule  31:    Influencers  Amplify  Your  Message  

7  

•  Understand  what  your  influencers  are  most  interested  in  and  provide  this  informa2on.  

•  They  can  then  share  this  –  YOUR  –  informa2on  directly  with  their  own  followers.  

•  The  key  is  a  mutually  beneficial  rela2onship.  

Cnfidential MarketingXLerator

1.  Try  and  turn  your  influencers  into  advocates  and  your  advocates  into  influencers  –  so  that  they  are  ideally  both.      How  do  you  do  that?    By  providing  an  influencer  program.  

8  

Cnfidential MarketingXLerator

2.  Keep  the  advocate/influencer  group  informed.      •  Provide  them  with  exclusive  benefits,  like  mee2ngs  with  execu2ves  and  other  thought  leaders,  previews  of  upcoming  technologies,  or  special  access  to  events.  

9  

Cnfidential MarketingXLerator

3.  Don’t  try  to  sell  to  them  but  build  trusted  rela0onships.      • Generally  a  combina2on  of  online  and  offline  works  best.  

10  

Cnfidential MarketingXLerator

4.  At  least  once  a  year,  have  an  in-­‐person  get-­‐together.      • This  could  be  as  part  of  a  user  conference  or  other  large  event,  or  a  special  event  

11  

Cnfidential MarketingXLerator

5.  A  good  influencer  program  requires  a  hands-­‐on  approach.      •  Most  large  companies  have  a  dedicated  in-­‐house  resource  to  service  this  important  group.    

•  But,  if  that  is  not  possible,  the  program  could  be  part  of  blogger  rela2ons  or  even  PR.  

  12  

Cnfidential MarketingXLerator

6.  What  really  ma_ers  is  that  you  engage  with  the  influencers/advocates    >  around  what  maFers  to  them!    Know  your  target  audience!    Have  a  clear  strategy.  

 13  

Cnfidential MarketingXLerator

Ways  to  Become  an  Influencer  

•  Have  a  brand  •  Become  a  thought  leader  •  Par2cipate  in  branded  communi2es  •  Go  to  events  •  Engage  on  social  media  •  Connect  (with  the  right)  people  •  Give  fair  praise  &  cri2ques  •  BLOG!  

14  

Cnfidential MarketingXLerator 15  

Example:  SAP  Community  Network  

Cnfidential MarketingXLerator 16  

Crowd-­‐sourced  Idea2on:  SAP  Idea  Place  

Cnfidential MarketingXLerator

Guest  Speaker:  @Geslien  “Social  Intelligence:  Proving  the  Value  of  Social.”  

 Eric  Geslien,  Director  of  Enterprise  Sales  –  West,  Tracx  •  Enables  customers  to  grow  revenue  &  deepen  

client  rela2onships  through  the  social  web  •  Responsible  for  social  intelligence  solu2on  

sales    Scope:    •  Social  Media  Intelligence,  Social  Rela2onship/

Social  Media  Management  System,  Social  Media  Analy2cs,  Brand  monitoring,  Campaign  Management,  Influencer  Management,  Engagement  Management  

17  

Cnfidential MarketingXLerator

About  Tracx  •  The  tracx  social  intelligence  plaSorm  empowers  agencies  and  brands  with  

a  highly  advanced  set  of  business  analy0cs  solu2ons  designed  to  grow  revenue  and  deepen  customer  rela2onships  through  the  social  web.    

•  tracx  refines  masses  of  raw  data  across  all  social  channels  and  provides  deep  insights  into  customer,  compe0tor  and  influencer  behaviors,  highligh2ng  essen2al  marke2ng  intelligence  and  business  opportuni2es.    

•  Our  innova2ve,  cloud  based  solu2on  lets  you  cover  all  social  media  requirements  from  the  strategic  planning,  to  the  engagement,  the  daily  conversa2on  volumes  and  drivers,  through  to  a  full  repor0ng  suite  with  ROI  capabili0es.    

•  tracx’s  client  base  of  interna2onal  brands  and  agencies  includes  Sears,  KraV  Foods,  Royal  Bank  of  Scotland  and  IPG.    

18  

Cnfidential MarketingXLerator

TwiFer  Amplifica0on  via  Influencers  Example  

19  

Cnfidential MarketingXLerator 20  

Cnfidential MarketingXLerator 21  

Cnfidential MarketingXLerator 22  

Cnfidential MarketingXLerator 23  

Cnfidential MarketingXLerator 24  

Cnfidential MarketingXLerator 25  

Cnfidential MarketingXLerator

TwiFer  Campaign:    #SAPtd  Throwback  

Challenge    

26  

Cnfidential MarketingXLerator

#SAPtd  Throwback  Challenge  

27  

Cnfidential MarketingXLerator 28  

Cnfidential MarketingXLerator

Social  Media  Resources  

29  

Cnfidential MarketingXLerator

Natascha  Thomson  NaThomson@Marke2ngXLerator.com    @NaThomson  +1  (925)  519-­‐8111    

Over  15  years  of  B2B  marke0ng  experience  in  Global  2000  and  startup  companies.    Customers  include  SAP,  EMC  &    Polycom.  

Get  25%  off  with  promo  code  ADD12:

h_p://www.happyabout.com/42rules/b2bsocialmediamarke2ng.php    

Cnfidential MarketingXLerator 31  

Cnfidential MarketingXLerator 32