Winfluencer Marketing

HowB2BCompaniesareWinningHearts&MindswithInfluencerContent

#ufx2016 @leeodden

75%ofprofessionalsconsidertheirinfluencerengagementeffectiveforleadgeneration.Augure

Theaveragemediavaluefrominfluencermarketingis$6.85forevery$1spent.BurstMediaakaRhythmOne`

59%ofmarketersplantoincreaseinfluencermarketingbudgetsin2017.Tomoson

CompellingStatisticsSlideYou’recute. IthinkI’min

love.

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HotTopic:InfluencerMarketing

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SoHot,ThereareCatInfluencers

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ButWhatDoesB2BReallyMean?

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GordonBDesigns

mikehandyartmikehandyart

TheUltimateB2BInfluencer

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ManyQuestions:B2BInfluencerMarketing• InfluencerMarketingisonlypopularinB2C• Influencers,advocatesandambassadorsarethesame• PageviewsandimpressionsareROIforinfluencer

marketing• Brandscontrolthemessagewithinfluencercontent• Youmusthavecelebrityinfluencersaspartofyour

program• Moneyisalwayseffectiveforgettinginfluencersto

participate• Oneinfluencermarketingstrategyisenoughforyour

business• Brandsmustworkwithinfluencersoneveryplatform• Influencersareonlyeffectivewithyoungeraudiences• Influencermarketingisthesameasmediabuying• Mostinfluencerswillworkforafreeproduct• Themostimportantthingaboutinfluencermarketingis

yourbrand• InfluencerMarketingworksbestasasinglecampaign

• InfluencerMarketingistooexpensive• Onesizefitsallwithinfluencermarketing• InfluencerMarketingisnottransparent• It’seasytofindinfluencers• Reachisthemostimportantthingabout

influencers• Brandingisthemostimportantuseforinfluencer

marketing• Youmustalwayspayforinfluencers• InfluencerMarketingisnotscalable• Influencersonlyaddvaluetoexistingmarketing• Peoplearetoocynicaltotrustinfluencers• Themorepopulartheinfluencer,thebetter• InfluencerMarketingisonlyforlargebrands• InfluencerMarketingandtraditionalmarketing

areopposites• Therearenogoodtoolstomanagesophisticated

influencerprograms

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TheBuyerJourneyHasChanged

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TheBuyerJourneyCluster:WTF?

ImageSource:LoriWizdo,Forrester

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MostB2BContentIsn’tUsedorShared

Source:Banksy viareddit /vancouver

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SelfDirectedBuyersRelyonSearch&Peers

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Influencers,Experts&Pros– OhMy!

10XTRUST

Thought LeadersWebsites / Blogs

eMarketer

ProNetwork

ExpertsInfluencers

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Attract- Engage- Convert

Discovery

Consumption

Action

InfluencerContent

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InfluencerMarketing+Content

Dr.Konstanze Alex-Brown,CorporateSocialInfluencerRelationsDell

“Thecoreofsocialinfluencermarketingliesinbuildingasolidrelationshiptoensuremutualvaluecreation.”

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“InfluencerMarketingisthepracticeofdevelopingrelationships withconnectedinternalandindustryexperts toco-create

content ofmutualvaluetoachievemeasurablebusinessgoals.”

@TopRank

Photo:Shutterstock

#ufx2016 @leeodden

BenefitsofInfluencerContentAddsanauthenticvoice.

Tapsnewsubjectmatterexpertise.

Canincreasecontentquantity. Increasesreach

Improvescontentquality.

Catalystforarelationship.

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ListsSuck.ListsAreAwesome!

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ShortFormContributions

Incorporatequotes,tips,insightsfrom

influencersintobrandcreatedcontent.

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IngredientContributions:Marketo

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Ingredients:Internal&ExternalLinkedInEmployees

ContentMarketingInfluencers

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Ingredients:ExtendedContent&Reach

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B2BInfluencers+EventsThemajorityofcontentcomesfromparticipatinginfluencerswiththeexpectationofpromotion.

Results:1,084registrations626leads257MQLs

Source:KillerContentAwards,DemandGenReport

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B2BInfluencerCampaigns

BeatLeadGenGoalby550%

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CampaignExtension– InfluencerShares

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B2BInfluencerCommunity

@IBMCommerceIBMturnedtoagroupof#NewWayToEngage Futurists:Trustedexternalthoughtleaderswitharecordofinnovation.

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InfluencerContentFramework

1.DefineGoals2.PickTopics,Content3.Identify,Qualify&Recruit4.Collect&Co-CreateContent5.InspirePromotion6.PerformanceFeedback7.MaintainRelationships

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Imagesource:Traackr

Celebrity Authority Connector PersonalBrand

Analyst Activist Expert Insider Agitator Journalist

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Reach

Relevance

Resonance

QualifyingInfluence

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InB2BRelationshipsAretheKey

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OngoingInfluencerEngagement

Source:Konstanze Alex-Brown,DellviaSocialMediaExplorer

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InfluencerMarketingTools

IdentifyQualify

Recruit

ManageEngage

Measure

Optimize

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InfluencerMarketingMarketplaces

@intellifluence @SWAY_Marketing @fango_me @webfluenti_al

@tapfluence @CollectiveBias @Crowdtap @grapevinelogic

Brand/Agency

Influencers

Marketplace

twitter.com/winfluencermktg/lists/influencer-marketplaces

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InfluencerMarketingPlatforms

@traackr @scribblelive @onalytica @grouphigh

@getLittleBird @ShelfInc @brandwatch @Markerly

twitter.com/winfluencermktg/lists/influencer-mktg-platforms/

Brand/Agency

Influencers

MutualGoals

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InfluencerRelationshipManagementBrand Mentions, SOVTop Impacters, Engagers Influencer Relationship Funnel

ImageSource:Traackr (client)

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InfluencerIntegration:Content,Social,SEO

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IfyouwantB2Bcontenttobegreat,inviteinfluencersto

participate!@leeodden

Photo:Shutterstock

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Takeaways

Why:DecidewhyIMmakessenseforyourbizWho:Dedicatestaff,identifyrightinfluencersWhat:MakeamazingcontentofmutualvalueWhere:Integrateinfluencercontentacrosscontentchannels

#ufx2016 @leeodden

ThankYou!

@LeeOddenlee@toprankmarketing.comTopRankMarketing.comTopRankBlog.com18778726628

LearnMore!

Download:http://tprk.us/25winfluencer