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B2B influencer marketing using social media

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Smart Insights
Smart Insights

Dave Chaffey of Smart Insights steps you through 7 steps to create or improve your Influencer Relationship Management (IRM) programme. Plus Dave covers tools and measurement for you to use.

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1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by Effective B2B influencer relationship marketing Dave Chaffey, digital strategist and co-founder of Smart Insights
2 Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1/2 million uniques/quarter. Premium members in over 100 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for members. Digital Marketing strategist, consultant, trainer and author since ‘97 Free Basic membership About Dave Chaffey
3 Our most popular free resources – www.smartinsights.com
4 Agenda – your B2B influencer plan • 1 How IRM supports inbound / digital marketing • 2 Review your IRM capabilities • 3 Selecting measures : define your pipeline • 4 Segment and select your influencers • 5 Creating effective content • 6 Managing influencer relationships • 7 Influencer content distribution
5 1 How influencer marketing supports other digital marketing activities
6 Poll – what are your IRM capabilities • A. We don’t proactively work on influencer management • B. We have ad-hoc activity around campaigns and content assets • C. We have an ‘always-on’ influencer management programme
7 2 Review your Influencer Relationship Management capabilities Source: Onalytica: Influencer marketing guide Capabilities: • Influencer analysis • Measurement • Content • People • Process
8 3 Measurement: Defining your influencer pipeline Source: Onalytica: Influencer marketing guide
9 Measurement – other details • USE Google Analytics UTM campaign tracking inside your content assets • /Target URL/?utm_source=<inbound- content>&utm_medium=pdf&utm_campaign=<name> • And in links you ask to influencers to share by social media and email
10 Poll – do you use source code tracking • No • Yes – in Content / PDFs • Yes – in Social Media • Yes – in both
11 www.bitly.com
12 http://bit.ly/smartoutreach 4 Segment and select your influencers
13 How do you measure influence (acc to Onalytica)
14 A more practical influencer segmentation Source: Moz Influencers post Influencer type Tactics A Micro-influencers Quality content – not just reports – blog content works too e.g. stats B Passionate specialist bloggers Visuals from reports Build a list C Individual thought leaders / ABC Celebrities Contribute to reports/articles Share on publication Once or multiple times Paid authoring D Complementary companies Strategic partnerships E Media Publications including journalists Strategic partnerships
15 Poll which of these influencers is most valuable? • A Micro-influencers • B Passionate specialist bloggers • C Individual thought leaders / ABC Celebrities • D Complementary companies • E Media Publications including journalists
16 Identifying influencers using Followerwonk
17 Mapping connections through Onalytica – Health Tech example
18 5 Creating effective content
19 Are you covering the full funnel with influencer content? REACH ACT CONVERT ENGAGE Content type and aim TOFU Awareness Engagement MOFU Evaluation Engagement BOFU Purchase Engagement ROFU Retention/Advocacy Engagement B2B Examples • Hero lead-gen for cut-through Infographics • 10X content • Webinars - education • Case studies • Datasheets • Independent reviews • Webinars - demos • ROI calculators • Business case download • Career development • Enewsletter Distribution • SEO • Social • Pop-ups and Inline content • Email welcome • Email nurture • Enewsletter personal • Web personalisation • Livechat • Emails from Sales (Automated) • Webinars • Enewsletter • Web personalisation
20 Ideas for B2B influencer content Content type Influencer input Challenges 1. Sector research report A or B influencer writes Other influencers comment on first draft / research Large fees for A or B influencer Is the content repurposed sufficiently? 2 Best practices guide As above 3 ’Use-case’ guide – ROI of deploying service Analyst Even larger fee, but supports conversion - BOFU 4 Webinars Usually delivered by one influencer, but can involve panel of 4+ Expensive if not self-hosted Limited sharing by other influencers 5 Blog trends and opinions Ideas of multiple influencers Only a short term impact unless it can become evergree content 6 Infographics One or more influencers curate More difficult to relate to influencers
21 Design in repurposing...more for influencers to share! Source: Velocity Partners
22 6 Managing influencers | spreadsheets vs tools
23 Ideas on managing influencers • Identify and involve ASAP in a single content-led campaign= • Build on activity – not just one-off campaigns, but ‘Always-on’ influencer marketing with an annual programme where influencers have visibility of what is coming • Make them feel special by offering other opportunities for them to connect and growt their audience e.g. event attendance, introductions to other influencers, previews, etc
24 7 Content distribution Featuring influencers in the right places • Social media • Their blogs • Their emails • Their slide decks • Their reports
25 Investing in quality social creative Social streams have a short ‘half-life’, so • Schedule to share multiple times through repurposing, e.g. quotes, images, charts, etc
26 Summary – your B2B influencer plan • 1 How IRM supports inbound / digital marketing • 2 Review your IRM capabilities • 3 Selecting measures : define your pipeline • 4 Segment and select your influencers • 5 Creating effective content • 6 Managing influencer relationships • 7 Influencer content distribution Please let us know your questions
27 Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey www.slideshare.net/Smart-Insights

More Related Content

B2B influencer marketing using social media

  • 1. 1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by Effective B2B influencer relationship marketing Dave Chaffey, digital strategist and co-founder of Smart Insights
  • 2. 2 Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1/2 million uniques/quarter. Premium members in over 100 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for members. Digital Marketing strategist, consultant, trainer and author since ‘97 Free Basic membership About Dave Chaffey
  • 3. 3 Our most popular free resources – www.smartinsights.com
  • 4. 4 Agenda – your B2B influencer plan • 1 How IRM supports inbound / digital marketing • 2 Review your IRM capabilities • 3 Selecting measures : define your pipeline • 4 Segment and select your influencers • 5 Creating effective content • 6 Managing influencer relationships • 7 Influencer content distribution
  • 5. 5 1 How influencer marketing supports other digital marketing activities
  • 6. 6 Poll – what are your IRM capabilities • A. We don’t proactively work on influencer management • B. We have ad-hoc activity around campaigns and content assets • C. We have an ‘always-on’ influencer management programme
  • 7. 7 2 Review your Influencer Relationship Management capabilities Source: Onalytica: Influencer marketing guide Capabilities: • Influencer analysis • Measurement • Content • People • Process
  • 8. 8 3 Measurement: Defining your influencer pipeline Source: Onalytica: Influencer marketing guide
  • 9. 9 Measurement – other details • USE Google Analytics UTM campaign tracking inside your content assets • /Target URL/?utm_source=<inbound- content>&utm_medium=pdf&utm_campaign=<name> • And in links you ask to influencers to share by social media and email
  • 10. 10 Poll – do you use source code tracking • No • Yes – in Content / PDFs • Yes – in Social Media • Yes – in both
  • 13. 13 How do you measure influence (acc to Onalytica)
  • 14. 14 A more practical influencer segmentation Source: Moz Influencers post Influencer type Tactics A Micro-influencers Quality content – not just reports – blog content works too e.g. stats B Passionate specialist bloggers Visuals from reports Build a list C Individual thought leaders / ABC Celebrities Contribute to reports/articles Share on publication Once or multiple times Paid authoring D Complementary companies Strategic partnerships E Media Publications including journalists Strategic partnerships
  • 15. 15 Poll which of these influencers is most valuable? • A Micro-influencers • B Passionate specialist bloggers • C Individual thought leaders / ABC Celebrities • D Complementary companies • E Media Publications including journalists
  • 17. 17 Mapping connections through Onalytica – Health Tech example
  • 19. 19 Are you covering the full funnel with influencer content? REACH ACT CONVERT ENGAGE Content type and aim TOFU Awareness Engagement MOFU Evaluation Engagement BOFU Purchase Engagement ROFU Retention/Advocacy Engagement B2B Examples • Hero lead-gen for cut-through Infographics • 10X content • Webinars - education • Case studies • Datasheets • Independent reviews • Webinars - demos • ROI calculators • Business case download • Career development • Enewsletter Distribution • SEO • Social • Pop-ups and Inline content • Email welcome • Email nurture • Enewsletter personal • Web personalisation • Livechat • Emails from Sales (Automated) • Webinars • Enewsletter • Web personalisation
  • 20. 20 Ideas for B2B influencer content Content type Influencer input Challenges 1. Sector research report A or B influencer writes Other influencers comment on first draft / research Large fees for A or B influencer Is the content repurposed sufficiently? 2 Best practices guide As above 3 ’Use-case’ guide – ROI of deploying service Analyst Even larger fee, but supports conversion - BOFU 4 Webinars Usually delivered by one influencer, but can involve panel of 4+ Expensive if not self-hosted Limited sharing by other influencers 5 Blog trends and opinions Ideas of multiple influencers Only a short term impact unless it can become evergree content 6 Infographics One or more influencers curate More difficult to relate to influencers
  • 21. 21 Design in repurposing...more for influencers to share! Source: Velocity Partners
  • 22. 22 6 Managing influencers | spreadsheets vs tools
  • 23. 23 Ideas on managing influencers • Identify and involve ASAP in a single content-led campaign= • Build on activity – not just one-off campaigns, but ‘Always-on’ influencer marketing with an annual programme where influencers have visibility of what is coming • Make them feel special by offering other opportunities for them to connect and growt their audience e.g. event attendance, introductions to other influencers, previews, etc
  • 24. 24 7 Content distribution Featuring influencers in the right places • Social media • Their blogs • Their emails • Their slide decks • Their reports
  • 25. 25 Investing in quality social creative Social streams have a short ‘half-life’, so • Schedule to share multiple times through repurposing, e.g. quotes, images, charts, etc
  • 26. 26 Summary – your B2B influencer plan • 1 How IRM supports inbound / digital marketing • 2 Review your IRM capabilities • 3 Selecting measures : define your pipeline • 4 Segment and select your influencers • 5 Creating effective content • 6 Managing influencer relationships • 7 Influencer content distribution Please let us know your questions
  • 27. 27 Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey www.slideshare.net/Smart-Insights

Editor's Notes

  1. Showing the need to integrate web experiences with other paid, owned, earned channels