MEM

BER MEETIN

G 40

SO

CIALMEDIA.ORG

Hewlett Packard Enterprise Ted Sclavos

The dating game of BtoB influencer marketingLearn more about Member Meetings

socialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 40Los Angeles7-26-2016

of B2B Influencer Marketing

Ted Sclavos - Digital Marketing, Hewlett Packard Enterprise @tedsclav

The Dating Game

86% 57%of B2B buyers use

social media in theirpurchase decision

process1

of the buying processis complete before asales rep is called2

1. Source: IDG Connect: Connecting Conversations To Content, 20142. Source: Corporate Executive Board3. Source: Nielsen

92%of people trust

recommendations from individuals over

brands3

Why you should play matchmaker

@tedsclav

An influencer has the ability to change behaviors or impact purchase decisions in a given context.

Influencer marketing aims to harness the influence of key individuals to meet a business goal by building mutually beneficial relationships.

@tedsclav

Prioritize Listen & EngageIdentifyFocus

5 steps to begin the influencer dating game

Measure

@tedsclav

Focus

What is your brand looking for? Date and see what happens? Marriage?

Which keywords are you interested in? Your SEO team will love you.

Who will you match with influencers? If you’re not a subject matter expert, find some!

@tedsclav

Build an influencer marketing Cosmo quiz

Find your prospective influencers Identify

Reach

Relevance

Resonance

@tedsclav

You should work with this influencer.

Tier 1: thought leadersHigh relevance, high resonance, high reach

Tier 2: community leadersHigh relevance, medium/high resonance, medium/high reach

Tier 3: active participantsHigh relevance, low/medium resonance, low/medium reach

PrioritizePicnic in the park or 5-star restaurant?

@tedsclav

Program Lead

Social Lead

Subject Matter Experts

PR/AR Partner

You can’t go on a date without talking to your squad, right? Engage

@tedsclav

Engage & Listen

Pitch event speaking opportunitiesPartner to create original content

Invite to event as an influencer or bloggerPitch guest blogging

Engage, retweet, like, comment, ask!Amplify their contentInform your content creation/curation

@tedsclav

Brand mentions by influencers Content creation opportunities

Engagements with our content 1:1 follower relationships

Obsess over what went well, what didn’t Measure

@tedsclav

HPE Big Data Predictions Panel

Snackable snippets

Amplification by influencers

Supplemental content

Become Facebook/Twitter/LinkedIn official

@tedsclav

@tedsclav

… so here’s a big kiss to hold you over!

1825

25

25

3457

6372

100

Jan '14 Apr '14 Jul '14 Oct '14 Jan '15 Apr '15 Jul '15 Oct '15 Dec '15

Influencer Marketing Interest – Jan ‘14 – Dec ‘15

*Interest is a relative % of the highest valueSource: Google Trends

The dating game is getting more competitive …

Learn more about past and upcoming Member Meetingssocialmedia.org/meetings

MEM

BER MEETIN

G 40

SO

CIALMEDIA.ORG

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 40Los Angeles7-26-2016