Post on 09-Jan-2017
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
#ufx2016 @leeodden
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.”
#ufx2016 @leeodden
“InfluencerMarketingisthepracticeofdevelopingrelationships withconnectedinternalandindustryexperts toco-create
content ofmutualvaluetoachievemeasurablebusinessgoals.”
@TopRank
Photo:Shutterstock
#ufx2016 @leeodden
BenefitsofInfluencerContentAddsanauthenticvoice.
Tapsnewsubjectmatterexpertise.
Canincreasecontentquantity. Increasesreach
Improvescontentquality.
Catalystforarelationship.
#ufx2016 @leeodden
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.
#ufx2016 @leeodden
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
#ufx2016 @leeodden
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