From Marketing Thought Leadership to Brand Super-Influencer

From Marketing Thought

Leadership to

Brand Super-Influencer

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The 1% Social Media Rule

• 1% of your brand’s social media followers

execute the majority of social sharing

– Pass links to content, promotions;

updates to their networks

• Not just fans – Brand Ambassadors!

• Key to visibility in the social enterprise

– Drive anywhere from 20% - 70% of all visits

to campaign pages

– Influence more than 30% of all conversions

Q3 Opportunities

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Today’s Guest Speaker

Jeff Ernst

Principal Analyst

Forrester Research, Inc.

© 2010 Forrester Research, Inc. Reproduction Prohibited4Tweet #AOWEB

© 2010 Forrester Research, Inc. Reproduction Prohibited5

Business buyers don’t

buy your product,

they buy into your approach

to solving their problem.


B2B buying process is about solving problems

Understand problem/

opportunity

Learn about approaches

Gain commitment to change

Build business case

Identify possible solutions

Make decision

Acquire solution components

Compare alternatives

Define requirements

Participate in communities

and user groups

Adopt and use solution

Measure and share results

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Thought Leadership Marketing

Big ideas and POVs on Customer’s issues

+ Content vehicles

+ Sharing

+ Dialog

= Trusted source

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Thought leadership embodies bold attributes

• Deals with big issues your buyers face.Relevant

• Challenges conventional thinking. Provocative

• Anticipates what’s coming over the horizon.Forward-looking

• Different from what everyone else is saying.Distinct

• Energizes people about this way of thinking.Inspiring

• Provides actionable advice on what clients can doActionable

• Using the ideas can produce breakthrough results.Results-driven

• The tone encourages a dialogue and feedback. Conversational

• Your company can help people get there.Credible• Makes no reference to your products and

services.Independent

Total


Thought Leadership and The Sales Funnel

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Forrester’s four-step IDEA framework

I

D

Identify your target audience, their issues, and

the sources of information they trust.

Develop your thought leadership platform: the

ideas and content that express the company’s

positions.

E Engage your audience through a considered

mix of digital, social, and traditional channels.

A Assess the impact on your business and revise

or reinvest.

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UPS is more than shipping packages

The New Logistics:

Turn movement of goods

into competitive advantage.

Big Idea

Positions

• Improve customer service

through faster delivery

• Eco-friendly packaging

and shipping practices

• Use logistics to expand

internationally

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iCrossing is more than a search agency

Connected Brands:

CMO’s must engage

consumers across digital

world with content.

Big Idea

Positions

• Use mobility to connect

your brand

• Facebook as a publishing

platform

• Impact of search on a

connected brand

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Conversations that build trust over time


Kaspersky Lab: at the center of IT security conversation

• Raise awareness of

cyber-attack and

online threats

• Hired 3 prominent

journalists

• Deliver news, with

own commentary

• Original content and

video

• Editorial never

discusses products

• Syndicate to

channel partners

Strategy

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Corning: Showcase innovation and vision

Ingredient-branding

campaign

Show vision of how glass

can be used

CorningGorillaGlass.com

Supported with outdoor,

airport, PR

Viral video

Facebook page

Strategy

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http://www.youtube.com/watch_popup?v=6Cf7IL_eZ38&vq=medium


Kadient: Challenge conventional thinking on sales enablement

Challenge: Generate pipeline for new SaaS app among

sales ops professionals and difficult-to-reach audience.

Solution: Viral eBook > white paper > workshop

Result: 4,000 downloads, 800 leads in four weeks

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MetricStream: Engage risk and compliance pros early

Challenge: Hypercompetitive market with long sales cycles

Solution: Community, news, premium content, alerts,

blogs, and podcasts on burning compliance issues

Result: 500,000-plus registered users, 30% of leads

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© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you.

Jeff Ernst

+1 617.613.6754

[email protected]

@jeffernst

www.forrester.com

Cultivating Your Super Influencers

Tips & Tricks

• Save premium content– Create exclusive content just for them

– Allow them to spread the word across

their networks

• Let them know they’re special– They want to feel special; feel valued

• Invite them to spread the word – Offer your Super Influencers deeper

access to information

– Help them differentiate their blogs,

tweets, etc.

People who find out about content through an influencer are 37%

more likely to engage than finding out about it through a vendor

Love Your Super Influencers

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Dig Deep in the Blogosphere

• Bloggers are the gold!– One popular blogger can influence up to

42% of direct response traffic

• Carefully monitor blogosphere– Add them to your blog roll

– Quote/link their content; comment

intelligently

– They will likely reciprocate

• Reach out to them individually;

invite them to participate– Influencers appreciate recognition

and attention more than offers

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Know influencers from Super

Influencers

• Not all Influencers are alike!– Super influencers have followers

who trust their insights

• Interact with super influencers

on a one-to-one basis– Target influencers more broadly

• Super influencers are the key

to social media success– Provide them limited release content

– Bring them into the inner circle of

your company and strategy

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Super Influencer Influencing

• Identify and connect

– Motivate them to share!

• Engage them in direct dialogue

– Listen first. Talk second. Learn what

motivates them to share information

• Be authentic. Be human. Be respectful.

• Help them add value. It’s not about selling.

• Keep it simple!

– What you’re offering, what you want them to do for you

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From Marketing Thought Leadership to Brand Super-Influencer