APR. 5TH - 8TH, 2016 Influencer Engagement · Challenges to Influencer Engagement There is immense value in the content created by influencer engagement, but one primary challenge

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Influencer Engagement

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Background and Objectives

OBJECTIVES

While influencer marketing has become a significant driver of growth for companies, methods for identifying relevant thought-leaders and engaging them in authentic dialogue are limited. We convened a diverse panel of high-caliber marketing leaders to vet this dynamic problem over a 4-day digital engagement. During this time, we aimed to gain perspective on this gap in the market and prioritizing the benefits of a proposed method.

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Understand the market need for engaging thought-leaders, and identify the reasons why companies do not currently engage influencers in their industry more frequently.

Assess the methods and platforms companies currently use to engage thought-leaders in authentic dialogue for developing premium content, and identify white space opportunities that exist.

Discuss and prioritize the unique benefits of a proposed method for influencer engagement, and determine the value proposition required to capture this white space opportunity.

Solicit advice on who would value these benefits the most, and how to go-to-market to ensure rapid adoption of this solution.

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F A C I L I T A T O R C O - F A C I L I T A T O R C O - F A C I L I T A T O R

Participants

Participants included marketing executives across a range of industries who understand the need for companies to engage influencers.

Shauna O’BrienProject Manager at Convetit

Greg SpillaneChief Operating Officer at Events.com

Maria LeoMerchant, Product Developer, Management Consultant

Michele BedardExecutive Marketing Leader, Strategic Brand Builder

Alex TaserProject Manager at Convetit

Jeffrey B. GoldbergContent Acquisition & Negotiation, Strategic Planning, Original Content, Digital Media, Program Strategy and Scheduling

Mark ScottBrand Marketing, Shopper Marketing, Trade Marketing, CMO, VP Marketing, General Manager, Change Management, CPG

Missy GodfreyCEO, Business Development, Strategic Advisor, Board Director

Tiffany FrankeCo-Founder and COO at Convetit

Jessica NaziriTech Expert, Writer, Video Host, Content Strategist, Entrepreneur

Michael ArztConsumer and B2B Marketing and Business Development Leader – Content, Entertainment, Tech, Lifestyle Brands

Naomi GarniceDirector of Marketing at VitalWare, Digital Strategy, Author on Mashable & Forbes.com

Bill RothFounder, Earth 2017

Kimberly MannsMarketing Manager and Consultant. Solid experience, committed enthusiasm, proven multi-task professional

Michael F. PrebendaCMO, CXO | Driving Profitable Growth thru Innovative Marketing, Consumer Insights & Digital Transformation

Shanawaz M. KhanGM, General Manager, Vice President Sales Marketing, VP Sales Marketing Healthcare, VP Marketing Laboratory Research

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Executive Summary

Challenges to Influencer Engagement

There is immense value in the content created by influencer engagement, but one primary challenge when engaging influencers and delivering premium content to target audiences is the question of authenticity. The source must be trusted, and this trust must be established and maintained.

Vetting Proposed Method

Knowledge Syndicates™ are a valuable tool which would be useful in varying ways for specific industries. They are efficient, effective, and would meet a need for authentic engagement of thought-leaders and influencers. There were concerns around the legal and compliance issues that would need to be addressed to ensure unbiased and credible output.

Landscape of Platforms

While there are many options which people and companies currently use to identify and engage thought-leaders, there is a greater need for more 2-way interaction and genuine collaboration. Thought-leaders are not looking for a pitch, but rather a platform to identify and engage with others who are similarly motivated.

Go-To-Market Approach

Knowledge Syndicates™ are an ideal proposition for organizations seeking innovation and transformation - particularly as a strategy assessment. With a personally curated team of thought-leaders, Knowledge Syndicates™ will begin to grow and in turn market their content for public or private benefit.


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Engaging influencers authentically is the key to value and results.

Participants defined authentic engagement as being clear, focused and relevant.

“For this to work, the influencers must remain authentic and transparent, and draw the audience in with their voice, attitudes and charisma.”

“Marketing is now a race for authenticity. It is grounded on transparency. It is communicated through influencers.”

“Thought leaders help you create content that is meaningful and authentic.”

“Authentic means that your influencer connects with your target audience not only as a credible source, but on a values / behaviors basis.”






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Thought-leaders are respected visionaries who have significant impact on the B2B market, while influencers have the ability to pull

content rapidly for B2C.

Thought-leaders have the attention of their industries, and are able to deliver content in a valuable way for B2B needs.

While there are many influencers with a small reach of influence, their impact on B2C markets can be immense.

“In terms of delivering premium content to a target audience, even once you have located a strong Influencer, that person has to not only have the respect as an opinion leader for the target market, but be able to provide that information in a manner that the audience will think has value, and not all Thought Leaders have that ability.”

“A challenge companies face when engaging influencers is there are lots of influencers with relatively smaller spheres of influence…not as many of the “big fish”, whose opinion can move markets. So a company would have to cast a broad net amongst a broad group of influencers vs. a smaller, higher profile thought leader.”



B2B B2C

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As a thought-leader or influencer, industry perception is paramount - you must work to cultivate and consistently

advance your personal credibility.

“In today’s connected world it is difficult for me to see a services company or professional winning new customers without being a thought leader with a credible group of followers. Today, it is not what you say that counts. It is what others are saying about you that builds brand equity.”

“There are a million of you, and in a globalized world, your company can find an alternative to you fast. That’s why you need to establish yourself as a thought leader. Thought leaders are irreplaceable — and indispensable. Once you realize the potential of powerful thought leadership marketing, the next step is to begin executing.”




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There are few viable platform options for companies to go to specifically and authentically engage industry thought-leaders.

Social media platforms, specifically, LinkedIn, is the most commonly used method for identifying and engaging thought-leaders.

Credible sources, such as your industry’s top ranking publication, are an important resource for identifying thought-leaders and staying close to the latest developments in your space.

“Active participation on discussion boards, blog communities, Facebook groups, LinkedIn groups and specialized forums will get you more exposure. But, you’ve got to contribute, help others and be willing to work extra hard.”

“Where are the industry thought leaders in your space?... Depending on what you do and who your audience is this is always going to be different, but you can usually get laser-focused by chatting with a few industry contacts about where they go to discuss topics and learn about new best practices.”


Naomi GarniceDirector of Marketing at VitalWare, Digital Strategy, Author on Mashable & Forbes.com

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There are necessary value-aligned elements which make methodologies authentic.

A major driving motivation for thought-leader engagement is their alignment with the product’s credibility. This has an impact on retaining customers and subsequent purchases of the product because of the authentic alliance with the expert and the product.

“Too often the driving motivation by the companies appears to be growing ‘likes.’ Credibility is what thought leaders can deliver. Their assessment of a product’s authenticity has the potential of actually attracting or retaining customers.”

“If you follow any site or person that curates you probably follow them because they are experts (or have slowly became the expert), they have good editorial chops, and they are passionate. To be all three is when you create a curation platform that truly shines.”



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There is an unmet need for a method to engage thought-leaders and cultivate transformative thinking with intentionality.

“Using LinkedIn and following the content from several Thought Leaders in my industry on LInkedIn, saves time, adds productivity, but may also thwart ‘innovative disruption.’”

“This to me highlights the bigger issue… too often we focus on the ‘bright shiny objects’ that deliver the message i.e. Twitter or Youtube or ‘a cool app’ but I would suggest it’s the message, not the medium that is most impactful.”

Kimberly MannsMarketing Manager and Consultant. Solid experience, committed enthusiasm, proven multi-task professional




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As a proposed solution, Knowledge SyndicatesTM would allow you to be “ahead of the curve” and are a cost effective,

valuable risk assessment tool.

How do we become proactive rather than reactive in innovation?

How do we leverage Knowledge SyndicatesTM for use investors looking to define their approach for new ventures?

“Henry Ford famously stated, ‘If I had asked my customers what they wanted they would have said a faster horse’. What typically happens is that customer research lead to ideas that enable you to make small changes to things that already exist, but will never allow you to create something fundamentally new.”

“Knowledge SyndicatesTM could have tremendous value as investors are looking for knowledgeable people from whom they can extract new ideas. Using a KS to vet different investment ideas, products, and approaches would be an excellent option.”

“To your point, this could be both a very cost effective path for surfacing strategic paths or tactical actions.”




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Marketing professionals value producing authentic marketing content on important topics and collecting insights on market/

product innovation through private engagements.

As a marketing professional representing a brand, what excites you most about the combined value of Knowledge SyndicatesTM and engagements? Please only choose 3.

30.30% | 10 VOTESProducing authentic,

marketing content on important topics

3.03% | 1 VOTEOutpacing competition

24.24% | 8 VOTESCollecting insights on market/product innovation through

private engagements

3.03% | 1 VOTECreating branded Knowledge SyndicatesTM

21.21% | 7 VOTESTrying an alternative

to traditional methods/consulting/

research

18.18% | 6 VOTESEarning brand credibility through thought-leadership

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Knowledge Syndicates™ meet a need for companies who wish to engage thought-leaders on forward-thinking content.

Knowledge Syndicates™ are a cost effective, valuable tool which companies can use to inform strategic decisions and provide specified research-based direction.

“The portfolio perspective of the curated product is a valuable risk assessment tool for a business attempting to navigate this complex issue touched by government policy, special interests, competition and public opinion. It offers a C-level business leader key insights on how to position their company.”

“The opinions of thought experts and luminaries will enhance the quality of research output far beyond what sub-optimally qualified prospects masquerading as research participants can ever provide.”

“...This is turn will be used as valuable data and a resource for content. I already see this happening with Twitter chats, but this is more valuable and allows for other forms of participation and engagement that other platforms do not provide.”

Shanawaz M. KhanGM, General Manager, Vice President Sales Marketing, VP Sales Marketing Healthcare, VP Marketing Laboratory Research



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Agreeing that they have tremendous value- participants voiced that there are also potential compliance, privacy,

and legal issues for Knowledge Syndicates™.

Who owns what content is a concern, as well as ensuring that participants are not seen as voicing opinions “on behalf” of their organization. There needs to be some assurance (for the client) that all output is genuinely unbiased and holds credibility.

“One of my concerns regarding this is if a number of influencers contribute ideas to my organization, who owns those ideas, my organization or the influencer/thought leader? This would be something that needs to be clarified as well as other non-compete concerns.”

“I’d suggest there needs to be further clarity on how the output remains authentic/unbiased and more importantly that the perception of the output is that it’s unbiased. This is critical for ongoing credibility and value.”



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Marketing professionals value Intellectual Capital and mission driven characteristics in a Knowledge SyndicateTM Leader.

How would you prioritize the following qualities in a Knowledge SyndicateTM Leader in respect to the value to Convetit? Please choose 5 only.

18.18% | 10 VOTESMission, problem

motivated

3.64% | 3 VOTESWants Clients

18.18% | 10 VOTESIntellectual Capital

(Publisher of Content)

5.45% | 3 VOTESHas Clients

5.45% | 3 VOTESManagement Consulting & Faciliation background

16.36% | 9 VOTESRecognized in Industry

(Social Capital)

12.73% | 7 VOTESAlignment to hottest

trends/developments10.91% | 6 VOTESValues content

9.09% | 5 VOTESHas Time


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Reaching large corporations early on is key in the go-to-market approach. This will drum up demand and

provide credibility to the Convetit brand.

“By big launch I mean a visible case study in a high profile industry with a broader topic that interests a larger audience, teasing and promoting the Syndicates, the topic in a big way, creating content to push at different stages.”

“In my space I would target the large CPG’s i.e. P&G, Unilever, ‘big food’ (General Mills, Kellogg’s, Kraft, Heinz) as you they are all hungry for and investing in content and you should be able to quickly pinpoint some ‘hot button’ issues that would be good topics for Knowledge SyndicatesTM to tackle.”




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Organizations seeking vast transformation are in constant need of vetting out consumer

identification for clients and products.

“Once I have targeted the thought-leaders who I thought brought value I would use them as networking conduits and perhaps give them financial incentives for growing and marketing these Knowledge SyndicatesTM.”

“I would market the concept of Knoledge SyndicatesTM’s to large firms as a service provided by Convetit. Large firms may also wish to participate in broader industry Knoledge SyndicatesTM focus on the former use.”

“Knoledge SyndicatesTM deliver a platform for identifying breakout strategies. It creates a conversation around tactical actions that will win customers. I love the idea of Knoledge SyndicatesTM because of its potential for articulating transformative changes that win competitive advantage.”




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Conclusions“To me, the value proposition is in the curation of narrow expertise in quantities that otherwise cannot be easily found. In my opinion, offering a specialty service that answers specific questions or solves acute and time-sensitive problems that a company has is what will ring the register.”

“As a conversation, as a service, the Knowledge SyndicatesTM’ dialogue offers a unique richness. It brings a diversity of perspective. The conversation itself will spark creativity and insight. It enables a client to evaluate the diversity of issue positions. Combined, this offers the potential for surfacing breakout strategies and tactics.”

Michael ArztConsumer and B2B Marketing and Business Development Leader – Content, Entertainment, Tech, Lifestyle Brands


Documents

APR. 5TH - 8TH, 2016 Influencer Engagement · Challenges to Influencer Engagement There is immense value in the content created by influencer engagement, but one primary challenge