Increase Awareness, Credibility and

Trust by working with B2B Influencers

CEOtim.williams@onalytica.com

Twitter: @williamstim

Connecting brands and influencer communities to create inspiring content

Instagram and Snapchat Celebrity Influencer Marketing

Kim

Kardashian Pewdiepie

Target Audience

About Onalytica

Michael BirchInvestor & Bebo Founder

Tim Williams - CEO

Influencer Discovery Influencer Relationship Management Measurement Reporting

• Founded in 2009. Offices in London and New York

• Enterprise SaaS: Manage & scale influencer relationships across Marketing, Comms and Social

• Professional Services: Influencer Activation, Customer Success, Insights & Analytics

• Academy: Training & Consultancy

Paul BirchInvestor & Bebo Founder

Tim Williams - CEO

How has the market changed?

5

YOUR CONTENT IS

BEING IGNORED

6

People are not interested in What.

They are interested in

Why...

Product Marketing

Industry Marketing

7

8

In B2B we are facing many challenges…

The Growth & Hype of Influencer Marketing

Social

Media Marketing

CRM Social

CRM

Content

MarketingPublic

Relations

Influencer

MarketingSocial Media

Listening

Social Media

Advertising

Marketing

Automation

B2B Solution & Industry

Influencer Marketing

Developing Long-Term Relationships,

Driving Earned Media Attention.

Brand Advocacy / Demand Gen

B2C Influencer Marketplace

for Content Creation

Paying influencers

to create content

Celebrity Product

Advertising

Paying Influencers to endorse brands,

Targeting Social Media Ad spend

75x Growth Factor from 2014-2019

Hot off the press from Raconteur

• Influencer Marketing is 2nd most important trend• Biggest Challenge is measuring commercial

impact & getting internal buy-in

Revolution - Brand to Influencer ContentBRAND-GENERATED MODEL INFLUENCER-GENERATED MODEL

Interactive eBook

Podcast with influencer,exec, customer & analyst

Research Report withinfluencer opinions & quotes

Future of the IndustryInfluencer Predictions

Influencer Interviews

Senior Exec Interview

Whitepaper

Exec Panel

LIFT IN SOV & CONSIDERATION

Influencer Generated Content is cutting through…

Results Compared to Brand-Generated Content

• Up to 30 x Awareness & Engagement• Up to 5 x Demand Generation

2 Main Ways to Influence Your Target Audience

Engage top 1% influencers to influence up to 80% of your market

40% 80%10%

Immediate Audience & Wider Influencer

Community

ManagersDirectors

C-SuiteInfluencerEngagement

Targets

Dark SocialSocial Sharing

1%

(e.g. Email, Text, WoM, Phone)

16

Content around industry

innovation & challenges

Influencer Opinion

& Storytelling

+

=Top 1 %

What is a Non-Traditional Influencer?

“An individual who is NOT a journalist, analyst or politician and who influences a decision or change in behaviour with your target audience”

Influential Expert, KOL?

5 Stages of a Successful Influencer Program

What types of Influencers are there?

The 4 Rs of Influence

Theo Twitter: @psb_dcTopical Authority: 39Top Connections: Spiros Margaris, Christine Boursin, Bill Sullivan, Sally Eaves, Andreas Staub, Jim Marous, Jean Baptiste Lefevre

Bio: Unconventional Ventures | #FinTech #VoiceFirst #AI #longevity #IoT #diversity #startup #FemaleFounder #FutureofWork | @Onalytica No.2 FinTech | 13.1

Jean Baptiste LefevreTwitter: @jblefevre60

Topical Authority: 36.29Top Connections: Andreas Staub, Spiros Margaris, Danielle Guzman, Mark Lynd, Christine Boursin, Theo, Pinna Pierre

Bio: Works on BDDF #DXLAB #BNPParibas No1 #Insurtech Top 10 #fintech #AI #DigitalTransformation #Blockchain by @Onalytica

Miles BrundageTwitter: @Miles_BrundageTopical Authority: 26.88Top Connections: Will Knight, Azeem Azhar, Ryan Calo, Joanna J Bryson, Jack Clark, Jeremy HowardBio: Research Scientist (Policy) at OpenAI. Research Associate, Future of Humanity Institute, University of Oxford. Views my own.

Mustafa SuleymanTwitter: @mustafasuleymnTopical Authority: 26.01Top Connections: Demis Hassabis, Mia Dand, Kate Crawford, Ed Felten, Eric Topol, Wall Street Journal,

Bio: Co-founder DeepMind - Ethical AI... )

Sally EavesTwitter: @sallyeavesTopical Authority: 13.1Top Connections: Andreas Staub, Thomas Power, Daniele Guzman, Spiros Margaris, Theo, Xavier Gomez

Bio: Innovating #tech #education #business CEO CTO Advisor #blockchain #AI @OxfordSBS @Forbes #FinTech #speaker #SDGs #STEM #techforgood #sustainability

Jim MarousTwitter: @JimMarousTopical Authority: 27.68Top Connections: Pinna Pierre, Mike Quindazzi, Theo, Jean Baptiste Lefevre, Bill Sullivan, Spiros Margaris, Shira Rubinoff Bio: Global Speaker, #Banking #Fintech #AI | Co-Publisher, The Financial Brand | Owner, Digital Banking Report | Contributor @Forbes

Spiros MargarisTwitter: @SpirosMargarisTopical Authority: 64.42Top Connections: Jean Baptiste Lefevre, Sally Eaves, Xavier Gomez, Theo, Pinna Pierre, Danille Guzman, Jim MarousBio: @wefoxHQ @SparkLabsGlobal @GetHufsy @MediaStalker @LodexAus @ArbidexToken @F10_accelerator | No.1 #Fintech #AI & No.2 #InsurTech @Onalytica | TEDx

Bernard MarrTwitter: @BernardMarrTopical Authority: 17.85Top Connections: Tamara McCleary, Kirk Borne, Forbes, Ronald van Loon, Andrew Spence, Jon Collins, Khalid Hamdan

Bio: Internationally best-selling author; keynote speaker; futurist; #business, #technology, and #data advisor to governments and companies. .

Tabitha GoldstaubTwitter: @tabithagoldTopical Authority: 18Top Connections: Spiros Margaris, Ian Fraser, Jacqueline Burns, Oscar Williams-Grut, Theodora Lau, Myles Udland, Bio: Head of @yahoofinanceuk . @qz @biuk @cnbc@incisive @dowjones alum+ more. Extra broadcast

appearances @bbc@talkradio @11FSteam.

Pinna PierreTwitter: @pierrepinnaTopical Authority: 18Top Connections: : Danielle Guzman, Theo, Jim Marous, Sally Eaves, Jean Baptiste Lefevre, Spiros Margaris,Bio: Founder IPFConline Digital Innovations #GrowthHacking#DigitalMarketing #SEO #BigData #Analytics #eLearning #Ethics #IoT #DataScience #AI

Top 10 AI Global Influencers

Top Asset/Wealth Management Influencers

Virginie O'SheaTwitter: @virginieosheaTopical Authority: 39Top Connections: Oscar Williams-Grut, Jay Palter, Bradley Leimer, Joy Macknight, Jim Marous, Chris Skinner, Theodora Lau, Joshua Brown, April RudinBio: Aite Group research director, VNA writer, art fiend, vegetarian, professional ligger and mad cat lady (not the opinions of my employer etc etc).

Jake MoellerTwitter: @JakeMoeller1

Topical Authority: 34

Top Connections: Jennifer Ablan, David Craig, Susanne Chishti, Maike Currie, Nicola De Cristofaro

Bio: Expert #mutualfunds analyst & commentator. Head

of @LipperLeadersUK & Ireland Research @Refinitiv. Pension fund trustee director.

Jim MarousTwitter: @JimMarousTopical Authority: 97Top Connections: Jean-Baptiste Lefevre, Bill Sullivan, Antonio Grasso, Bradley Leimer, Helene Li, Theodora Lau, Spiros Margaris, Mike QuindazziBio: Global Speaker, #Banking #Fintech #AI | Co-Publisher, The Financial Brand | Owner, Digital Banking Report | Contributor @Forbes

David CraigTwitter: @davidwicraigTopical Authority: 29Top Connections: Nicola De Cristofaro, Susanne Chishti, Tripp Braden, Jake MoellerBio: CEO of @Refinitiv - previously the Financial & Risk business of Thomson Reuters.

Keith ChurchouseTwitter: @onlinefinancialTopical Authority: 25Top Connections: Chris Gledhill, Abraham Okusanya, Martin BamfordBio: Chartered Financial Planner, IFA, Author, FPFS, FCSI, Radio & TV Media contributor, @ChaptersMoney & @SaidSoMoney Surrey

Deborah FuhrTwitter: @deborahfuhrTopical Authority: 22Top Connections: April Rudin, Efi Pylarinou, Paolo Sironi, Lisa Abramowicz, Theodora LauBio: @ETFGI, Managing Partner, Founder @WomeninETFs co-founder, board member, board member Women of Influence @CR_UK, independent research & consulting global #ETFs

Mike QuindazziTwitter: @MikeQuindazziTopical Authority: 95Top Connections: Andreas Staub, Jean-Baptiste Lefevre, Spiros Margaris, Antonio Grasso, Jim Marous, Michael Fisher, Helene Li, Theodora LauBio: US #Digital Alliances Sales Leader @PwCUS • EC & Board @LAEDC

April RudinTwitter: @TheRudinGroupTopical Authority: 99Top Connections: Bill Sullivan, Theodora Lau, Jean-Baptiste Lefevre, Andreas Staub, Helene Li, Xavier Gomez, Bradley Leimer, Spiros Margaris, Urs BoltBio: Global Wealth U/HNW marketing firm. #FinSvcs compliant content & digital strategies. HuffPost blogger

Joshua BrownTwitter: @ReformedBrokerTopical Authority: 96Top Connections: Robin Powell, Michael Kitces, Chelsea Emery, Ari Paul, Myles Udland, Alan Smith, Sam Ro, Barry RitholtzBio: Chairman of the Twitter Federal Reserve, CNBC Contributor (The Halftime Report), CEO of RitholtzWealth Management

Michael KitcesTwitter: @MichaelKitcesTopical Authority: 67Top Connections: Jay Palter, Abraham Okusanya, Theodora Lau, Barry Ritholtz, Bradley Leimer, Chelsea Emery, April Rudin, Joshua Brown Bio: One nerd’s perspective on the financial planning world… CFP, #LifelongLearner, Entrepreneur-In-Denial, Advisor #FinTech, & publisher of the Nerd’s Eye View blog

Mark PolsonTwitter: @theactualpolsonTopical Authority: 39Top Connections: Alan Smith, Abraham Okusanya, Rory Percival, Robin Powell, Paul Lewis, Martin Bamford, Jason Butler Bio: Founder of the lang cat. Look it up. Views are yours, shortly.

Helena MorrisseyTwitter: @MorrisseyHelenaTopical Authority: 76Top Connections: Vala Afshar, Jean-Baptiste Lefevre, Martin Bamford, Spiros Margaris, Sarah Pennells, Jeff Prestridge, Ian FraserBio: Head of Personal Investing @LGIM. Founder @30percentclub. Chair @diversityproj. Mother of 9. Author “A good time to be a girl"

Susanne ChishtiTwitter: @SusanneChishtiTopical Authority: 100Top Connections: Spiros Margaris, Urs Bolt, Theodora Lau, Paolo Sironi, Efi Pylarinou, April Rudin, Sabine VanderLinden, Jim Marous, Martin BamfordBio: CEO & Founder @FINTECHcircle@FTC_Institute & BestsellingEditor:@WealthTECHBook @InsurTECH_Book@TheFINTECHBook

Chris GledhillTwitter: @cgledhillTopical Authority: 30Top Connections: Helene Li, Bill Sullivan, Jim Marous, Bradley Leimer, Jean-Baptiste Lefevre, Mike Quindazzi, Spiros Margaris, Theodora Lau, Urs BoltBio: #FinTech Influencer, Keynote & TEDx Speaker, Writer and Advisor. CEO & Co-founder at @SeccoAura.

Lianna BrindedTwitter: @LiannaBrindedTopical Authority: 18Top Connections: Spiros Margaris, Ian Fraser, Jacqueline Burns, Oscar Williams-Grut, Sabine VanderLinden, Theodora Lau, Myles Udland, Sam Ro, Helene LiBio: Head of @yahoofinanceuk . @qz @biuk @cnbc@incisive @dowjones alum+ more. Extra broadcast appearances @bbc@talkradio @11FSteam.

Spiros Margaris – Profile Summary & Key Stats

Spiros Margaris

Tech Industry Expert SpeakerSocial Amplifier

📍 Switzerland, Global@SpirosMargaris

contact@margarisventures.com

GLOBAL PREMIUM

TWITTER INFLUENCER

Audience (Followers/Subs)

81k

TopicalAuthority

64.42(100)

EngagementPer Post (Twitter)

26

Daily Activity (Twitter)

30

Overview

Twitter Bio: Venture capitalist, advisor and global thought leader in the Fintech, Insurtech, and AI spheres

LinkedIn Bio: He regularly appears in the top three positions of established global industry influencer rankings. He is a speaker at international Fintech and Insurtechconferences, and he publishes articles on his innovation proposals and thought leadership. He published an AI white paper, “Machine learning in financial services: Changing the rules of the game,” for the enterprise software vendor SAP.

Onalytica Summary• Global No. 1 Fintech, Artificial Intelligence (AI) & Blockchain Twitter Influencer

by Onalytica (05/2018). First influencer to achieve the “The Triple Crown“• Global Event Speaker• Storyteller, Venture Capitalist, Investor, Social Influencer & Industry Tech Expert• Less keen on creating long form content• Main Topics: AI, Fintech, Insurtech• Other Topics: Blockchain, Robotics, IoT, Big Data, Digital Transformation, Tech

Innovation

Profile Summary

Channel Audience(Subscribers / Followers)

Link to Social Profile

75,600 (April 2019) Twitter

5,538 (April 2019) LinkedIn

436 (April 2019) Instagram

235 (April 2019) Facebook

Unknown Unique Visitors paWebsite

Channel Audience Reach

Spiros Margaris – Influence & Impact

Offline Influence

Advisory roles and venture capitalist investments in startups like wefox Group (raised record $125 Series B round 03/2019) and through his global VC network (a member of the SparkLabs Groups in Palo Alto).

He is regular invited as a keynote speaker global tech conferences.

Channel Coverage Total Mentions

(last 12 months)

Artificial

Intelligence

Mentions

(last 12 months)

Fintech

Mentions

(last 12 months)

Insurtech

Mentions

(last 12 months)

Online Media 458 171 283 65

Blogs 1,096 437 363 202

Twitter 1,434,541 717,900 439,700 260,500

Forums 35 5 24 1

YouTube 4 0 0 0

Instagram 168 79 86 43

Facebook 54 24 25 3

Tumblr 4,112 1,881 1,137 1,117

Total Coverage 1,440,468 720,497 441,618 261,931

Audience Gender Breakdown

75.9% 24.1%

Audience Role Breakdown

C-Suite in Tech

AI Journalists

FinTech Startups

Insurtech VCs

Audience Location Breakdown

1.7%

1.8%

2.6%

2.6%

3.6%

3.7%

3.9%

7.9%

14.1%

30.9%

0% 5% 10% 15% 20% 25% 30% 35%

Bangladesh

Spain

Switzerland

Australia

Canada

Germany

France

India

UK

US

Spiros Margaris – Community Relationships & Influencer Interactions

AI Network Map

Fintech

Global Tech Network MapTop Relationships by

Social Interactions

Interacting with 270 of Onalytica’s

top 500 Global AI Influencers in 2019

Interacting with 288 of Onalytica’s top 3,000 Global Tech Influencers in 2019

Interacting with 273 of Onalytica’s top

500 Global FinTech Influencers in 2019

Spiros Margaris – Insights & Motivations

Talks about

Tech Topics Share of VoiceTop connections

Motivations

• To be one of the leading influencer in AI,

Fintech & Insurtech

• VC Opportunities in Fintech / Insurtech / AI

• Exclusives to relevant content & new

research for his audience

• Paid Speaking Engagements

Organic

• Sharing early / exclusive access to

content on Twitter & LinkedIn especially

new research or case studies

• Sharing quality content on Twitter

• Contribution of a quote / opinion to an

industry research report

• Remote Influencer Interview

• Blog Post & Promotion

Paid

• Keynote Speaking

• Whitepaper

• Event Panel / Podcast

• In-person Influencer Interview

Top Twitter Hashtags

7 Main Tactics for Influencer Activation

Equal Value Proposition

Engagement Tactics to Develop Influencer Relationships & Create Brand Impact

Light Touch

Tag Influencers in Social Media Posts (Organic)

Share influencer content from brand & employees social accounts (Organic)

Sponsored Content / Native Advertising (Paid)

Develop Advocates

On-going Social Media Engagement(Organic)

Guest Blogs(Organic / Paid)

Influencer Blog posts commenting on brand research / product launch(Organic / Paid)

Event Keynote / Panel Speaker(Organic / Paid)

Podcasts / SeriesProduct Reviews(Paid)

Influencer Taking over Brand’s Social Media Handle(Paid)

Activate Influencers

Connect Subject Matter Experts with assigned influencers (Organic)

Employees co-create social posts with assigned influencers(Organic)

Campaign Influencer Generated Content(Organic / Paid)

Audio / Video Interviews(Organic / Paid)

Interactive Panel Discussions(Organic / Paid)

Co-creation of longer form content(Organic / Paid)

Recognise Influencers

Influencer List (Organic)

Influencer Quotes (Organic)

Influencer in-depth Interviews(Organic)

Content Forms: Blog Posts, eBooks, Infographics

EMPLOYEEACTIVATION

SOCIAL SELLING

INFLUENCER MARKETING

Listen to influencer

community to create

& post content that

resonates with your

target audience

(Engaging with

influencers)

(Establishing a

social media

presence)

Co-create content

with External

Influencers to create

more compelling

content and drive

organic shares

c

cContent

Creators

Social

Amplifiers

Industry

Experts

Event

Speakers

Online

Connectors

Media

Influencers

Large, unleveraged

networks

Reading, sharing &

engaging

Creating own

content

“EMPLOYEE ACTIVATION TO

EMPLOYEE BRAND ADVOCACY”

Model

Connect your employees with external influencers to increase advocacy

Employee Advocacy 2.0: Employee-Led buyer Journey Framework

Influencer Insights Listening to the influencer

community to understand

what content to create

Content Creation

Employee

AdvocacyEmployees share content on

their social profiles

Influencer-Generated

Content

Organic content shares

through participating

influencers & their networks

Social Selling Sales team engage with and

share content with relevant

prospects on social

Content shares through

assigned influencers

Brand-Generated

contentEmployee-Generated

content

ABMEngaging Key Accounts

Target audience

Always-on Influencer Relationship Management

Employee Advocacy1. Recruit Subject Matter Experts

(SMEs) to program

2. Connect internal SMEs with

assigned target influencers

3. Tailored feed of day-to-day

influencing opportunities for each SME

Influencer Generated Content1.Build relationships with influencers

2.Create content with influencers

3.Influencers promote your content

4.Paid promotion of content

Influencer Community Social Outreach1. Tailored feed of personal Blog Posts / Tweets /

Instagram posts on relevant posts

2. Tailored feed of content sharing opportunities

2. Engage when influencers post on specific topics

or key themes relevant to your brand or content –

contextual influencing!

Offline & Online Events1. Find relevant influencers

2. Invite influencers to your events

3. Build relationships and connect

internal SMEs with influencers

4. Create content at event

2017 Lenovo Internal. All rights reserved.

Leads developed

through employee

advocacy are 7x more likely

to covert

84% of C and VP level

buyers use social media in

decision making

92% of

customers trust recommendations from people over branded content

65% of brands report increase

in brand recognition

through employee advocacy

Influencer Program Measurement Framework

35

JAN-DEC 2018 INFLUENCER MARKETING PROGRAM BENCHMARK

Brand Share of Voice Brand Attention Trend

35

Program Benchmark KPIs

Brand Key Topic Association Volume Trend Brand Share of Voice Trend Audience Engagement of Influencers’ Brand Posts

0

500

1000

1500

2000

2500

3000

3500

Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Dec-17

Event IOT

Product Launch

AI Influencer

Generated Content

N = 3,099

KPI 2018 FYMonthly Average

Influencer Brand Posts (All Mentions)

11,526 960

Influencer Brand Posts (Key Topics Only)

3,099 258

Brand Share Of Voicevs. Competitors

13% 13%

Brand Influencer Reach 10 million 830K

Audience Social Engagement

2,365 197

0

500

1000

1500

2000

2500

3000

3500

4000

Jan Feb Mar Apr Jun Jul Aug Sep Oct Nov Dec

Internet of Things Artificial Intelligence Digital Transformation

Augmented Reality Virtual Reality0

100

200

300

400

500

600

700

800

900

Q1 Q2 Q3 Q4

Likes Shares (RT)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Jan Feb Mar Apr Jun Jul Aug Sep Oct Nov Dec

Competitor 1 Competitor 2 Competitor 3 Brand Competitor 4

Competitor 1

37%

Competitor 2

19%

Competitor 3

17%

Brand

16%

Competitor 4

11%

N = 87,258

“ You are 42 percent more likely

to achieve your goals if you write

them down”

37

Build your Influencer Strategy in 5 mins

Go to: onalytica.com/strategy-builder

38

What is your main objective & focus?

Brand Awareness

& PerceptionGain visibility with your

target audience

through influencers

Employee

AdvocacyMarket your brand

through your

employees

Account Based

MarketingTarget your Key

Accounts by combining

Social Selling &

Influencer Marketing

Demand GenDrive new business by

collaborating with the

right influencers

Event ImpactGive your event major

amplification on social

media

Issue Tracking &

Brand ReputationWork with influencers to

manage your brand

reputation

39

What main KPI will you use?

Onalytica Tip

1. Make sure that it is something you can easily measure

2. Ensure that it is linking back to your overall

programme objective

3. Ensure that it is linked to business outcomes and will

resonate in the boardroom with senior managers

4. Have a balance between measuring activity success

& program success

Example KPI Metrics

• Volume of Influencer Brand Posts

• Brand Share of Voice vs.

Competitors

• Brand Influencer Reach

• Audience Social Engagement

• Site Traffic

• Content Downloads / Views

Share of Voice vs.

40

Your Perfect Influencer

Expertise Which topics should the influencer be knowledgeable about? (E.g. Healthcare, Fintech, Digital Transformation)

Audience Who do you want to reach with your campaigns? (E.g. C-Level Execs). Which networks are best to reach that audience?

Location Where is your target audience located? Enter the country, region or city (E.g. United Kingdom)

Channels Which social media channels are most important to reaching your target audience? (E.g. LinkedIn, Twitter & Blogs)

41

What content will you create?

What do you want to work with influencers on? Some influencers are great for speaking at your event, others will prefer to write a blog, while some can amplify your content to a large audience.

Some things to consider when you pick an engagement tactic:1. Is this something you can deliver in your own department, or will you have

to liaise with other teams?2. Is this something you're already doing, or will you need to secure

additional resource?3. Will you be able to measure the impact influencers have on your desired

KPI?

Onalytica Tip

Influencer

Keynote

Influencer

Panel

Tweetup with

2-5 influencers

VIP Lunch /

DinnerQ&A video

Influencer

Keynote

Influencer

webinar

Influencer

interview

Influencer

quotes

Roundtable

event

Promotion of a

report

VR / AR

Content

Tagging

influencers

Industry

roundupInfographic

Interactive

eBook

42

That’s it!

Fill in your info to have your complete

influencer marketing strategy sent straight to your inbox

43

Example Influencer Strategy in 5 mins!

To improve our demand gen by engaging digital transformation influencers

based in UK & Global who influence CMOs on LinkedIn, Blogs, Online Media

& Twitter.

We will engage our influencers by creating Podcast series, LinkedIn thought

leadership articles and research reports content in September.

Success will be measured by analyzing audience engagement on content

created and site traffic with the main success criteria being content

downloads.

What outcomes are you looking to achieve?*

Improve

brand

awareness

and

perception

38%

Drive leads

and sales

30%

Increase

social media

engagement

15%

Educate an

audience on

a key issue

15%

Carry out

research and

drive

innovation

2%

BRANDS

* Comparing 1st Choices

Be more

influential on

a certain

topic

52%

Expand

network to

reach new

audiences

17%

Get industry

insights

15%

Be paid well

14%

Receive free

or

discounted

products

2%

INFLUENCERS

Brands: What is your initial ask when reaching out to influencers for the first time?*

Influencers: What activities are you most likely to agree to partner with a brand on?*

* Comparing 1st Choices

39%

17%

12% 12%10%

8%

3%

11%12%

38%

24%

3% 3%5%

Engage on Social Provide a quote

for content or

news article

Co-Create long

form content

Speak at or attend

an event

Create Video

Content

Write a Product

Review

Participate in a

Podcast or

Webinar

Brands

Influencers

Brands: What value do you offer when reaching out for the first time?*

Influencers: What value do you look for when deciding whether to work with a brand?*

27%

19%18%

14%

10%9%

4%

17%

23%

34%

19%

6%

0% 1%

Opportunity to

network with peer

influencers and

senior execs

Promote an

influencer's

authority on a

specific topic to

new audiences

through the

brand’s network

Early or exclusive

access to a

product or

research

Payment for their

time & expertise

Increase traffic to

their personal blog

or website

Offer free tickets

to events

Put social

advertising budget

behind their

personal content

Brands

Influencers

* Comparing 1st Choices

Influencer Marketing Case Study – IBM Systems

Challenge: Raising brand awareness & consideration of IBM’s infrastructure with CTOs & CIOs and reaching new audiences

comprising of Business Leaders

Strategy: Leverage influencers as a means to fast track awareness, credibility, consideration & trust by creating Influencer

Generated Content (IGC)

Activity:

• Invited 2 influencers to storage summit

• Video interview with CTO and Spiros Margaris

• Connected executive managers + Subject Matter Experts to influencer

community for ongoing relationship

• Organic social amplification of content by influencer community

Results:

• 636K impressions around event

• 107 influencers interacted with content over 5 days

Onalytica have helped me work with brands to raise awareness of #techforgood and

‘diversity and inclusion’, but more importantly they have allowed me to be an ongoing

part of a brand’s narrative and Digital Transformation. – Sally Eaves

Theo Jan Barbosa

Machine Learning

Joanne Moretti

Spiros Margaris

Sally Eaves

AntonioGrasso

Influencer Discovery

Influencer Marketing Case Study – IBM Systems

Onalytica have helped me work with brands to raise awareness of #techforgood and

‘diversity and inclusion’, but more importantly they have allowed me to be an ongoing

part of a brand's narrative and Digital Transformation. – Sally Eaves

Key influencer introductions

725 influencers identified and tracked in program

5 influencers activated for events and content creation

Encouraged influencer community to amplify content

Insights & MeasurementInfluencer InsightsInfluencer EngagementInfluencer ReachInfluencer AdvocatesContent Shares / DownloadsInfluencer Share of VoiceBrand Share of VoiceBrand PerceptionAudience Social EngagementEmployee AdvocacySite Traffic Referral Demand Gen

Spiros

MargarisSally

Eaves

Antonio

Grasso

50

UBS – Asset Management

• UBS were looking to reach High Net Worth Individuals (HNWIs) with their thought leadership content on leaving wealth to your children/grandchildren

• Used Onalytica to identify the key intermediaries to reach that group – HNWIs aren’t necessarily online – like lawyers, accountants, financial planners and wealth managers

• They identified Martin Bamford as a key influencer in that community, and approached him to get Nick Tucker from UBS on his podcast• This gave the report a huge boost – it produced nearly 4x as many leads as the previous report

Market Leading Approaches & Frameworks Endorsed by Global Experts

Definitive Guide to Influencer Relationship Management

Largest Global Market Research Study into Brand Influencer Partnerships

Employee advocacy 2.0 Report: leveraging influence to drive a connected organization and employee-led buyer journey

• Step-by-step Guide to Organic Influencer Relationship Management• Taking you from Aspiring to run to Executing a successful program• Endorsed by global leading industry experts, brands and influencers• Provides a framework for influencer strategy including objectives setting,

discovery, engagement and measurement

tim.williams@onalytica.com

Influencers to help drive all marketing & comms activity

Influencer Management team to act as a central hub and consolidator of influencer activities1. Connect activities to demand gen 2. Enable Regional / Country leads to run

always-on influencer programs3. Manage and develop influencer relationships

4. Drive Spokesperson Engagement5. Connect Employee Advocacy program to influencers

6. Involve influencers in content generation7. Invite influencers to events8. Influencer-led brand & market insights

9. Facilitate alignment between internal teams

Roles & Responsibilities1. Influencer Relationship Managers2. Country Community Manager Leads

3. Employee Advocates

Regions

Individual Country or Business Unit (BU)

Central Influencer Management Team

PR / ARSocial Media

MarketingDemand

Gen

Brand /

Insights

Campaigns &

Content

Generation

Employee

advocacy

Central Team – Program Maturity Model

EXPERIMENTInfluencer Discovery

Early Testing

Warm Influencers

Evaluate Tech

Developing Skills

Run Pilot

Analyse Employees’

Influence

Marketing Focus

INTEGRATION

Marketing IntegrationPlatform IntegrationProcess IntegrationInfluencer EcosystemEmployees EngageAdvanced SkillsEnd-to-end metricsCentral Team PlaybookLocal Markets PlaybookBU PlaybookBAU Workflows

AUTHORITY

CXO SponsorshipAlways-on engagementActive Brand AdvocacyPlatform MaturityAdvanced SkillsCross-functionalInternal InfluencersDominant Share of VoiceInternal Training RolloutROI Metrics

RELATIONSHIPS

Strategic Longer-TermInfluencer PersonasDeveloped ProgramsRelationship-BasedInfluencer CommunityPlatform InvestmentPaid and OrganicMulti-departmentalEngagement Metrics

PROCESS

TacticalRecruit InfluencersTool InvestmentCampaign BasedTransactionalMaturing SkillsReach MetricsOutput Metrics

Influencer Marketing Maturity Model

AdvocacyAmplificationConnectedUnengaged

Where most brands will be in 2025

I know some but not all of our market

influencers

I don’t have the time or resource to

engage with influencers

I don’t know how to measure

influencer engagement

I do not have an official influencer

relations program

I create content on my owned media

channels and run paid search &

traditional PPC campaigns

I know my market influencers and

engage with them periodically

I am not sure how to best engage my

influencers

I have a few subject matter experts or

spokespeople who are engaging with

market influencers on social

I have a few social media vanity

metrics for measurement but these

aren’t really demonstrating success

I need more internal resource to boost

influencer engagement

I have an always-on influencer

relations program

I have employees throughout the

company engaging with or key

influencers on their specialist

subjects

Influencers are starting to share our

content and engage with us

I need more effective measurement

to increase program investment

I struggle to structure and scale my

influencer relations activity

Influencers are a key part of my

marketing & comms strategy

We have a regular calendar of

influencer activity and events

Our program employee advocates are

engaging with their target influencers

and driving greater awareness and

engagement from the community

Influencer Generated content is at the

heart of our content strategy

We could turn to our influencers for help

defending our brand in times of crisis

RELATIONSHIP LED

Where most brands are now in 2019

BRANDFOCUSED

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1) Create 12-week strategy + long term vision

2) Find on-topic 5 influential experts and schedule calls with them

3) Focus on value for the influencer

5) Experiment, learn and improve!

4) Integrate influencers into your BAU workflow

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Market Leading Approaches & Frameworks Endorsed by Global Experts

Definitive Guide to Influencer Relationship Management

Largest Global Market Research Study into Brand Influencer Partnerships

Employee advocacy 2.0 Report: leveraging influence to drive a connected organization and employee-led buyer journey

• Step-by-step Guide to Organic Influencer Relationship Management• Taking you from Aspiring to run to Executing a successful program• Endorsed by global leading industry experts, brands and influencers• Provides a framework for influencer strategy including objectives setting,

discovery, engagement and measurement

tim.williams@onalytica.com