René Power: “Influencer Marketing”

www.marketingassassin.co.uk

Creating a buzz through others

B2B influencer marketing guidelines and best practice

@renepower

René Power, director BDB and author - Brilliant B2B Digital Marketing

www.bdb.co.uk

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Session learning objectives

@renepower www.bdb.co.uk

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Understanding influence

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Establishing how you are influenced can help unearth how your customers may be

influenced

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Who influences you?

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The many faces of influence

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http://traackr.com/blog/category/influencer-engagement/

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You are the average of the five people you spend the

most time with

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Different influencers

http://www.freshsupercool.com/wp-content/uploads/2013/11/4-levels-of-influencers.jpg

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The psychology of influence

People want SecurityMaterial gainsSymbolic awards

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Physiological needs

Safety

Belonging / love

Esteem

Need to know

Aesthetic needs

Self actualisation

Transcendence

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Word of Mouth

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Brand Influencer

Customers

Action

Message Recommend / share

Decision making

Brand Influencer

Customers

Action

Message Recommend / share

Decision making

http://dannybrown.me/2013/08/14/the-fallacy-of-the-democratization-of-social-influence/

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B2B buyer / influencer objectives

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Looking for improvement in

process / delivery

Looking for easy implementation and

impact

Looking to minimise cost and risk,

maximise value and return

http://www.siteiq.net/Library/3677/the-b2b-buying-process-from-your-customers-point-of-view (step three)

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Understanding influencer marketing

What is influencer marketing?

Influencer marketing, (also Influence Marketing) is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole.

It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.

@renepower

“It is finding and building relationships with those who hold sway with your target audience.”

“The ability to sway the purchasing decisions of your target audience. The distinction is that influencers

must be able to impact purchasing decisions.”

“The ability to sway the purchasing decisions of your target audience. The distinction is that influencers

must be able to impact purchasing decisions.”

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How can brands benefit?

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Increased sales opportunities

Increased referralsIncreased referrals

DifferentiationDifferentiation

Competitive advantage

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Every b2b marketer should target influencers as well as decision makers with their marketing efforts

Identifying influencers

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Influence in b2b procurement

http://en.wikipedia.org/wiki/File:Influencer_Roles.jpg

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Idea plantersIdea planters

Trend settersTrend setters

PredicatorsPredicators

ProclaimersProclaimers

Aggregators / communicatorsAggregators /

communicators

ScopersScopers

RecommendersRecommenders PersuadersPersuaders

Negotiators Negotiators

ValidatorsValidators

lowTimescale for decision making process

Decide to do something

Decide what to do

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Question: Who are your influencers?

Who are your influencers?

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Academia, authors, bloggers (and micro bloggers), business and trade journalists,

buyers groups, purchasing lists and procurement authorities, commentators and other individuals, complementary partners,

conferences and events, consumers and consumer groups, customer firms, financial

analysts, government agencies and regulators, Individual and niche consultants, industry

analysts, industry bodies, forums and federations, Internal influencers/employees, management consultancies, online forums,

peers (role-based, industry-based), retailers, specialty consultancies, standards bodies,

systems Integrators, distributors and similar channel partners, venture capitalists and

investors

Filter Amplifier

Macro Distill from a large audience

Project to a large audience

Micro Distill from a niche audience

Influential in smaller niche audience

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Finding influencers

• Focus on influencers that “influence” your customers• Media titles• News (commentators)• Events• Websites / blogs• Forums / communities• Linkedin / Twitter

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Rating influencers• Market reach – no. of people an individual has the

ability to connect with• Independence – whether an influencer has a

vested interest in promoting a particular point of view

• Frequency of impact – no. of opportunities an individual has to influence buying decisions

• Expertise – how much of a subject matter expert is the influencer

• Persuasiveness – the degree of consequence in ignoring an influencer's advice

• Thoroughness of role - the extent to which influence is exerted across the decision lifecycle.

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Image: http://www.msktc.org/infoneeds/reach-your-audience

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Beginning to work with influencers

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Identify, prioritise and rate influencers as most

relevant to your brand (communications) before

contacting them

Effective B2B influencer marketing

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Creating an influencer

marketing plan

Step 1: Influence clustering

http://bkstrategic.com/social-media/social-media-measurement/

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Jill DaleJill

Dave FordDave FordJohn

SmithJohn Smith

= Influencer plan

Influencer plan

Brand asset mapping

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Step 2: Mapping brand assets

http://bkstrategic.com/social-media/social-media-measurement/

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White Paper

Webinar

White Paper

Trade shows / events

Primary research

Expert voice

Host event

Focus group

Session with R&D

Give product

Invite to contribute

content

Social media ‘callout’

Regular content contributor

Regular events

VIP treatment

Invite to speak

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Step 3: Communicating with influencers

Where – watering holesHow to approach and engage

influencersGetting the message rightSelecting the right platformCreating an enduring

relationship

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Step 4: Engaging influencers

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Step 5: Selecting the right platform

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Proof of influence

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Influencers will be interested in genuine and

clearly demonstrating expertise, leadership,

authority or value

Getting influencer marketing wrong

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Mitigating risk

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Measurement and evaluation

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Measurement and evaluation

• Establishing what to measure and setting benchmarks on key influencers by – market reach (amplification) – frequency– traffic generation– sharing– persuasiveness

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Deeper questions to pose

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Who drove the desired action the

most? What message permeated the most?

What message permeated the most?

What value did the influencer bring

compared to financial outlay?

What value did the influencer bring

compared to financial outlay?

How many messages did certain personas need to move to the next stage?

How was the campaign perceived?

How close to our goals did we come?

How was our product or service improved as a result of feedback?

How was our product or service improved as a result of feedback?Did it add to our

bottom line while improving our top

Did it add to our bottom line while improving our top

line? How effective was our targeting?

How effective was our targeting?

What was the sum effect on our brand

and our competitors?

What was the sum effect on our brand

and our competitors?

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Peer Index

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Hootsuite

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Decide what success looks like from the outset and set metrics to help you

achieve it

Session learning objectives

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Sources & further readingSites• http://www.forbes.com/sites/meghanbiro/2013/09/26/5-lessons-on-influencer-marketing-

and-brand-transparency/• http://www.forbes.com/sites/gyro/2013/10/14/the-ws-of-influence-marketing/ - B2B agency

Gyro’s take on influence• http://www.huffingtonpost.com/mark-fidelman/the-10-best-influencer-ma_b_4098892.html -

US consumer examples• http://blog.kissmetrics.com/guide-to-influencer-targeting/ • How to pitch tech to David Pogue of the New York Times – video Books• Influence marketing Danny Brown• Influencer marketing Duncan Brown

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René Power: “Influencer Marketing”

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