TAKE ADVANTAGE OF THE INFLUENCER REVOLUTION

HOLLY NIELSEN

SENIOR SOCIAL MEDIA STRATEGIST DATA SCIENCE

IBM ANALYTICS

OVERVIEW

bull 4 reasons why you need an influencer marketing program

bull How to find influencers

bull Best practices for paid social media

bull Traits of powerful influencers

bull Fair exchange of value

bull Gaining executive buy-in

4 REASONS WHY YOU NEED AN INFLUENCER MARKETING PROGRAM

1 Reaching B2B decision-makers is tough

2 90 of business decision-makers begin their purchasing search by seeking out information from their peers and influencers via social (HBR)

3 Influencer content provided 11x higher ROI than average display ad (Case study)

4 92 of marketers who used influencer marketing in 2017 found it effective (Linqia)

OVERVIEW

bull 4 reasons why you need an influencer marketing program

bull How to find influencers

bull Best practices for paid social media

bull Traits of powerful influencers

bull Fair exchange of value

bull Gaining executive buy-in

4 REASONS WHY YOU NEED AN INFLUENCER MARKETING PROGRAM

1 Reaching B2B decision-makers is tough

2 90 of business decision-makers begin their purchasing search by seeking out information from their peers and influencers via social (HBR)

3 Influencer content provided 11x higher ROI than average display ad (Case study)

4 92 of marketers who used influencer marketing in 2017 found it effective (Linqia)

4 REASONS WHY YOU NEED AN INFLUENCER MARKETING PROGRAM

1 Reaching B2B decision-makers is tough

2 90 of business decision-makers begin their purchasing search by seeking out information from their peers and influencers via social (HBR)

3 Influencer content provided 11x higher ROI than average display ad (Case study)

4 92 of marketers who used influencer marketing in 2017 found it effective (Linqia)

The influencer marketing revolution infographic from Marketing Profs

FINDING SOCIAL INFLUENCERS IN A B2B WORLD

bull If you have the budget use an influencer application

bull If you donrsquot have the budget

bull Keywords are your friends

bull Free resources

YOUrsquoVE IDENTIFIED SOME POTENTIAL INFLUENCERS NOW WHAT

bull Follow them on Twitter

bull Check out their LinkedIn profiles

bull If they have a blog read a few posts

bull Familiarize yourself with their company

bull Verify they donrsquot work for a competitor

BEGIN ENGAGING WITH INFLUENCERS ONLINE

bull Retweet their content comment on blogs YouTube videos articles

bull If at any time the influencer responds negatively

Photo by Jose Aragones on Unsplash

YOUrsquoVE IDENTIFIED SOME POTENTIAL INFLUENCERS NOW WHAT

bull Follow them on Twitter

bull Check out their LinkedIn profiles

bull If they have a blog read a few posts

bull Familiarize yourself with their company

bull Verify they donrsquot work for a competitor

BEGIN ENGAGING WITH INFLUENCERS ONLINE

bull Retweet their content comment on blogs YouTube videos articles

bull If at any time the influencer responds negatively

Photo by Jose Aragones on Unsplash

BEGIN ENGAGING WITH INFLUENCERS ONLINE

bull Retweet their content comment on blogs YouTube videos articles

bull If at any time the influencer responds negatively

Photo by Jose Aragones on Unsplash

DOrsquoS AND DONrsquoTS OF ENGAGEMENT

bull Donrsquot engage with an influencer without first reviewing all content associated with them

bull Do determine what a fair exchange of value would be

bull Do become one of their biggest fans

bull Do make your influencer feel valued amp acknowledged

Photo by Glenn Carstens-Peters on Unsplash

MAKING CONTACT

bull Email is the best way

bull Personalize your note and let them know yoursquove been paying attention

bull If they donrsquot respond immediately re-send the note in a few days

bull If they donrsquot respond at all Donrsquot take it personally Move on to your next prospect

BUILD A RELATIONSHIP WITH YOUR INFLUENCERS

bull It takes time and persistence to build trust

bull Get to know your influencersmdashtheyrsquore people too

bull Always work toward a fair exchange of value

bull Be respectful of your influencersrsquo time and other commitments

bull Donrsquot take advantage of their connections

bull Make introductions to your executives SMEs otherinfluencers

bull Keep engagement going throughout the year

Photo by rawpixel on Unsplash

BUILD A RELATIONSHIP WITH YOUR INFLUENCERS

bull It takes time and persistence to build trust

bull Get to know your influencersmdashtheyrsquore people too

bull Always work toward a fair exchange of value

bull Be respectful of your influencersrsquo time and other commitments

bull Donrsquot take advantage of their connections

bull Make introductions to your executives SMEs otherinfluencers

bull Keep engagement going throughout the year

Photo by rawpixel on Unsplash

BEST PRACTICES FOR LEVERAGING PAID MEDIA

bull We tested two variations of influencer content in paid social media

bull Twitter whitelisting

bull Influencer event content turned into paid mediasocial tiles

bull Single CTA Register for a free SaaS trial

Photo by Jon Tyson on Unsplash

TEST 1 WHITELISTING INFLUENCERS AT AN EVENT

7 tweets were whitelisted out of 880 organic tweets each day the most compelling influencer content was amplified with paid social media budget to reach CAWA core target segments

Influencers were asked to include a custom and trackable URL in their post to track registrations their tweets drove

Results

bull Generated 15 free trial registrations

bull CPR $166

Influencers Program

PfM Paid Social

Influencers Program

PfM Paid Social

BEFORE AFTER

Influencers were sent to different sessions to live tweet from the session Advertising agency

newsroom was leveraged to create key takeaway tiles for each session that we amplified within our

paid social campaign

TEST 2 INFLUENCER-INSPIRED SOCIAL MEDIA TILES FROM THE SAME EVENT

TEST 2 INFLUENCER-INSPIRED SOCIAL MEDIA TILES FROM THE SAME EVENT23 social tiles created by the Newsroom during WoW amplified on Facebook + Twitter + LinkedIn

103Registrations were

generated by

WoW social tiles

from Oct 24th to

Nov 6th

23Registrations were

driven by WoW

social tiles from

Oct 24th to Nov

6th

or 40 of Facebookregistrations for the

reporting period

20 lower CPR than

Q3Q4 creative

2X higher conversion ratethan Q3Q4 creative

and

and

Note Twitter performance were impacted in a lesser way than Facebook highlighting the strong impact of influencers content on Facebook where CPR was decreasing weekly

RESULTS OF INFLUENCER SOCIAL TILES

WHAT WE LEARNED

bull There has to be trust between the influencers and you since they hand over access to their Twitter accounts to a third party in this case our ad agency

bull You need to be agile if your whitelisting program is focused around an event

bull The created social tiles did better than the tweet whitelisting most likely due to these factors

bull Live tweeting Is done by the influencer on the fly and the only images they have access to are photos taken at the event usually of speakers

bull Tweets with images receive 150 more retweets than tweets without images (2017)

Influencers Program

PfM Paid Social

Influencers Program

PfM Paid Social

BEFORE AFTER

Influencers were sent to different sessions to live tweet from the session Advertising agency

newsroom was leveraged to create key takeaway tiles for each session that we amplified within our

paid social campaign

TEST 2 INFLUENCER-INSPIRED SOCIAL MEDIA TILES FROM THE SAME EVENT

TEST 2 INFLUENCER-INSPIRED SOCIAL MEDIA TILES FROM THE SAME EVENT23 social tiles created by the Newsroom during WoW amplified on Facebook + Twitter + LinkedIn

103Registrations were

generated by

WoW social tiles

from Oct 24th to

Nov 6th

23Registrations were

driven by WoW

social tiles from

Oct 24th to Nov

6th

or 40 of Facebookregistrations for the

reporting period

20 lower CPR than

Q3Q4 creative

2X higher conversion ratethan Q3Q4 creative

and

and

Note Twitter performance were impacted in a lesser way than Facebook highlighting the strong impact of influencers content on Facebook where CPR was decreasing weekly

RESULTS OF INFLUENCER SOCIAL TILES

WHAT WE LEARNED

bull There has to be trust between the influencers and you since they hand over access to their Twitter accounts to a third party in this case our ad agency

bull You need to be agile if your whitelisting program is focused around an event

bull The created social tiles did better than the tweet whitelisting most likely due to these factors

bull Live tweeting Is done by the influencer on the fly and the only images they have access to are photos taken at the event usually of speakers

bull Tweets with images receive 150 more retweets than tweets without images (2017)

TEST 2 INFLUENCER-INSPIRED SOCIAL MEDIA TILES FROM THE SAME EVENT23 social tiles created by the Newsroom during WoW amplified on Facebook + Twitter + LinkedIn

103Registrations were

generated by

WoW social tiles

from Oct 24th to

Nov 6th

23Registrations were

driven by WoW

social tiles from

Oct 24th to Nov

6th

or 40 of Facebookregistrations for the

reporting period

20 lower CPR than

Q3Q4 creative

2X higher conversion ratethan Q3Q4 creative

and

and

Note Twitter performance were impacted in a lesser way than Facebook highlighting the strong impact of influencers content on Facebook where CPR was decreasing weekly

RESULTS OF INFLUENCER SOCIAL TILES

WHAT WE LEARNED

bull There has to be trust between the influencers and you since they hand over access to their Twitter accounts to a third party in this case our ad agency

bull You need to be agile if your whitelisting program is focused around an event

bull The created social tiles did better than the tweet whitelisting most likely due to these factors

bull Live tweeting Is done by the influencer on the fly and the only images they have access to are photos taken at the event usually of speakers

bull Tweets with images receive 150 more retweets than tweets without images (2017)

103Registrations were

generated by

WoW social tiles

from Oct 24th to

Nov 6th

23Registrations were

driven by WoW

social tiles from

Oct 24th to Nov

6th

or 40 of Facebookregistrations for the

reporting period

20 lower CPR than

Q3Q4 creative

2X higher conversion ratethan Q3Q4 creative

and

and

Note Twitter performance were impacted in a lesser way than Facebook highlighting the strong impact of influencers content on Facebook where CPR was decreasing weekly

RESULTS OF INFLUENCER SOCIAL TILES

WHAT WE LEARNED

bull There has to be trust between the influencers and you since they hand over access to their Twitter accounts to a third party in this case our ad agency

bull You need to be agile if your whitelisting program is focused around an event

bull The created social tiles did better than the tweet whitelisting most likely due to these factors

bull Live tweeting Is done by the influencer on the fly and the only images they have access to are photos taken at the event usually of speakers

bull Tweets with images receive 150 more retweets than tweets without images (2017)

WHAT WE LEARNED

bull There has to be trust between the influencers and you since they hand over access to their Twitter accounts to a third party in this case our ad agency

bull You need to be agile if your whitelisting program is focused around an event

bull The created social tiles did better than the tweet whitelisting most likely due to these factors

bull Live tweeting Is done by the influencer on the fly and the only images they have access to are photos taken at the event usually of speakers

bull Tweets with images receive 150 more retweets than tweets without images (2017)

THE BEST INFLUENCERS FOR YOUR BUSINESS

bull They should have

bull The credentials to be taken seriously

bull Time and interest

bull A talent for communicating

bull Powerful influencers come in two flavors

bull Those who are already well-known as influencers

bull Those who are starting out that yoursquod like to coach and encourage and help build into rock star influencers

FAIR EXCHANGE OF VALUE

For every interaction with an influencer always ask yourself the question

Whatrsquos in it for them

IBM DATA SCIENCE SUPERSTARS

IBM DATA SCIENCE SUPERSTARS

EXECUTIVE BUY-IN

bull ROI is always at the top of the executive list for events and organic impact can be difficult to measure

bull Presenting influencer marketing to your executive team

bull Develop a baseline set of KPIs for events

bull Set KPIs ahead of time

CONCLUSION

QUESTIONS

THANK YOU

HollyNielsen

Holly Nielsen

FAIR EXCHANGE OF VALUE

For every interaction with an influencer always ask yourself the question

Whatrsquos in it for them

IBM DATA SCIENCE SUPERSTARS

IBM DATA SCIENCE SUPERSTARS

EXECUTIVE BUY-IN

bull ROI is always at the top of the executive list for events and organic impact can be difficult to measure

bull Presenting influencer marketing to your executive team

bull Develop a baseline set of KPIs for events

bull Set KPIs ahead of time

CONCLUSION

QUESTIONS

THANK YOU

HollyNielsen

Holly Nielsen

IBM DATA SCIENCE SUPERSTARS

IBM DATA SCIENCE SUPERSTARS

EXECUTIVE BUY-IN

bull ROI is always at the top of the executive list for events and organic impact can be difficult to measure

bull Presenting influencer marketing to your executive team

bull Develop a baseline set of KPIs for events

bull Set KPIs ahead of time

CONCLUSION

QUESTIONS

THANK YOU

HollyNielsen

Holly Nielsen

IBM DATA SCIENCE SUPERSTARS

EXECUTIVE BUY-IN

bull ROI is always at the top of the executive list for events and organic impact can be difficult to measure

bull Presenting influencer marketing to your executive team

bull Develop a baseline set of KPIs for events

bull Set KPIs ahead of time

CONCLUSION

QUESTIONS

THANK YOU

HollyNielsen

Holly Nielsen

EXECUTIVE BUY-IN

bull ROI is always at the top of the executive list for events and organic impact can be difficult to measure

bull Presenting influencer marketing to your executive team

bull Develop a baseline set of KPIs for events

bull Set KPIs ahead of time

CONCLUSION

QUESTIONS

THANK YOU

HollyNielsen

Holly Nielsen

CONCLUSION

QUESTIONS

THANK YOU

HollyNielsen

Holly Nielsen