The What, How and Why in B2B Social Influencer Marketing

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SOCIAL INFLUENCERMARKETING THE WHAT, WHY AND HOW

IN B2B MARKETING.

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WHAT


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Influencer Marketing


The Content Marketing Institute defines influencers as: People who have an established credibility and audience; who can persuade others by virtue of their trustworthiness and authenticity.

Social

On Social Media

Influencer Marketing


“Digital revolution has amplified and accelerated its reach to the point where

word-of-mouth is no longer an act of intimate one-on-one communication. Today

it operates on a one-to-many basis.”McKinsey & Company

Influencer marketing has been around for years! What’s changed?

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HOW IS THIS RELEVANT TO B2B?As with the consumer industry, buyers in B2B follow, listen and trust individuals across social media that have strong share of voice in their domain of interest.


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THIS IS WHAT A B2B INFLUENCER LOOKS LIKE…


Kerry Butters – Tech & Social Media Influencer and BloggerAudience: 300,000 / Twitter: 277,001 / LinkedIn: 500+ / Facebook: 3,658 likes

Paul Taylor Brom – Huge enthusiast of digital leadership and never far away from social media. Specialties: Customer Experience, Customer EngagementAudience: 18,000 / Twitter: 17,300 / LinkedIn: 500+

Chris Gledhill – FinTech, Banking and the future of financial servicesAudience of 26,000 / Twitter: 25,428 / LinkedIn: 500+

Simon Porter – Insights into how IBM and IBM Partners bring value with IT, cloud and analyticsAudience of 71,000 / Twitter: 70,175 / LinkedIn: 500+


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WHY


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“90% of consumers trust peer recommendations. Only 33% trust ads*.

Even less trust you as a vendor.” *Nielsen Research

Buyer trends in B2B stem from our behaviours as consumers.


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What are the most trusted information sources when researching purchase decisions?

95%

*IDC, March 2015. US B2B Professionals

PEERS AND COLLEAGUES

No.1

No.2 INDEPENDENTSOURCES 86%

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THE TIME IS NOWThe y axis represents the propensity for B2B buyers to respond to social influencer marketing. This continues to increase as peer opinion becomes more accessible across social media.

The x axis demonstrates the level of adoption by B2B sellers. The curve shows that as B2B sellers saturate the influencer channels, the engagement levels begin to decrease (remember email? ).


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B2C Norm B2B Pioneers B2B First Movers Late Adopters Market Exhausted

ADOPTION BY B2B INDUSTRY

BUYE

R RE

CEPT

IVEN

ESS

We are here...


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YOU GET MORE REACH AT A LOWER COST!


We took our agency standard metrics and compared the impact of social influencer marketing with paid display when publishing a single content asset.


INFLUENCER MARKETING METRICS

On average we onboard 5x Influencers into a

content syndication programme with an average

audience of 15,000 (total audience of 75,000).

We provide 1 week exclusivity over which the

influencer is expected to publish at least 5 posts

linking to the content (25 posts in total).

IMPRESSIONS: 1.875M

COST: £8,000*

CLICK RATE: 0.6%

CLICKS: 11,250

COST PER CLICK: 71P

*Identification and influencer

engagement agency fees.

EQUIVALENT DISPLAY METRICS The below metrics are based on achieving

the same number of impressions through

paid display. IMPRESSIONS: 1.875MCOST: £5,850*CLICK RATE: 0.08%CONVERSION TO CLICK: 1,500

COST PER CLICK: £3.9*Based on achieving the impression number @

£3.12 per mil


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HOW



1 FIND YOUR INFLUENCERS

Combine an influencer identification tool with a set of keywords that define your audience and market, to form a shortlist of social influencers that resonate with your audience.

Define your shortlist using the following criteria:

• Size of social audience• Relevance of social platform

• Audience profile• Engagement in content


2 BUILD YOUR VALUE EXCHANGE

Give them something awesome to share with their network.

Social influencers are looking for ways to build their profiles. If you can help them achieve this, they are more likely to engage with your brand and help you publish content that you create together.

Make sure the value exchange is clear and a contract is signed by both parties – or your metrics fall down!

Some examples of ‘awesome’ content are:

• Inclusion in high profile research papers

• Participation in building online

analyser tools

• Exclusivity over new product

knowledge & releases

• Participation in events as a panelist

or speaker

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3 ONBOARD YOUR INFLUENCERS

Reach out to your target influencers one-by-one, through their preferred social channel, to request their participation in your campaign.

Influencers respond best to a long-term engagement, where they can take part in multiple initiatives. Try using an infographic which outlines the value exchange from the start.


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WE NEED THE 4 TOP INFLUENCERS IN B2B CX.THAT MEANS WE NEED YOU.

As a top UK CX practitioner and influencer, we’d love you to be the first to join the Oracle CX Influencer Programme.

WHAT’S IN IT FOR YOU?

Each individual initiative will be co-created, and its outputs co-branded. In practice, here’s what you can expect to achieve from it.

REACH – your expert opinion shared with thousands of CX professionals

REPUTATION – you are positioning as a Top 4 CX influencer

RIGHTS – exclusive opportunity to share outputs with your followers and communities

INSIGHT – first sight of programme outputs for your own reports and thought leadership pieces

INFLUENCE – your opportunity to shape the future of CX in the UK

INSIDER ACCESS – to follow CX thought leaders and to all programme collateral

OPPORTUNITY – to be included in research project, webinars, roundtables and content pieces

HOW DO YOU GET INVOLVED?

By contributing to our launch project, a major piece of research from CCA that investigates how effectively organisations are engaging audiences and improving the customer experience using digital technolo-gies. We’d like to make the report the go-to read for the B2B CX community.

Hit reply or email me [add address or link] and I’ll take you through the next steps. We’d like to get your views on the report over the next 2 weeks so do please get in touch.

WHAT’S IN IT FOR US?

• Help turn an important report into influential and essential reading for CX professionals

• Help to ensure the report is shared as widely as possible to the most relevant audiences

• Shape the agenda of the CX Influencer Programme

• Impact the direction of the CX profession

• Help the CCA and Oracle to refine and develop the products that will best meet the needs of the profession

WHAT IS THE ORACLE CX INFLUENCER PROGRAMME?

The programme is an ongoing partnership between leading CX brands and individuals, designed to harness their collective knowledge, experience, expertise and opinions through networking events, research projects, webinars, roundtables, content pieces and more throughout the year. Outputs will be shared with CX managers across the profession.

Copyright © 2015 Oracle and/or its affiliates. All rights reserved.

ORACLE CX INFLUENCER PROGRAMME

Example value exchange infographic from an Oracle research campaign


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4 CO-CREATE FRESH CONTENT

We take a co-creation approach to content. Influencers will be more inclined to share content that includes their name, face and headline – so get it incorporated into your content design early on.

Your content needs to be fresh, vendor neutral and exciting!

Example research report co-created with Oracle, 5x Influencers and the CCA.

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5 PUBLISH & MEASURE

Give influencers 1 week exclusivity to promote the content via their networks. To encourage your social influencers to publish your content provide:• Personalised links through to the gated assets• A calendar of social posts with imagery• Social content such as infographics and video

Use technologies to measure your reach for each influencer, such as trackable links, conversion pixels and hashtags.

Example infographic provided to influencers to promote a report – when sliced up also provides social imagery.

64% of organisations surveyed agreed or strongly agreed that they had

a digital strategy in place agreed by their board

65% of respondents reported that with more Millennials entering the

workplace, there was increased emphasis on using their digital native

abilities to improve service experiences for customers

75% improving

customer satisfaction

55% improving

customer retention

31% increasing

customer spend

27% prefer to use email

31% prefer to use the telephone

54% want their contact

resolved first tim

e

61% want to speak to

an actual person

53% want a faster

response to their enquiries

What is the primary focus of your digital strategy?

Martin Hill-Wilson

Mike Havard

Paul Scott

Simon Foot

John Smith

Research suggests that there is a disparity between what customers want, and what

organisations think customers want. Efforts should be focused on enhancing legacy

systems, and using data available to ensure that customer feedback is taken seriously

and action is taken. Digitisation may be invisible to customers, but can provide streamlining

in processes behind the scenes, leading to a smoother customer journey.

CONCLUSION

EMBRACING A DIGITAL STRATEGY

MAKING THE CASE FOR INVESTMENT

THE DIGITAL WORKFORCE

THE CONSUMER VIEW

METHODS OF CONTACTING CUSTOMER SERVICE

KEY AREAS FOR IMPROVEMENT

64%

27% 31%

Join our communities

Six considerations for your

Customer Experience

Digitisation Strategy

Copyright © 2016, Oracle and/or its affilia

tes. All rights reserved. Oracle and Java are registered trademarks of

Oracle and/or its affilia

tes. Other names may be trademarks of their respective owners. 135220160126

Older customers were more likely to prefer getting in touch using

more traditional methods (landline, letter/post), while younger

customers were more likely to use social media

16yr

40yr

75yr

THE CCA, ORACLE AND 5 INDUSTRY EXPERTS

HAVE THEIR SAY


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GETSTARTED// SOCIAL INFLUENCER MARKETING

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GET STARTED

MOI Global run influencer programmes for some of the world’s largest technology companies. To get the most out of your marketing campaigns why not lean on our experiences. Get in touch to see how we can help:

Matthew Stevens, Business Director, Global

[email protected]

07899 944228

@AgencyMatt

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