from marketing thought leadership to brand super-influencer
Post on 19-Jan-2015
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From Marketing Thought
Leadership to
Brand Super-Influencer
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The 1% Social Media Rule
• 1% of your brand’s social media followers
execute the majority of social sharing
– Pass links to content, promotions;
updates to their networks
• Not just fans – Brand Ambassadors!
• Key to visibility in the social enterprise
– Drive anywhere from 20% - 70% of all visits
to campaign pages
– Influence more than 30% of all conversions
Q3 Opportunities
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Today’s Guest Speaker
Jeff Ernst
Principal Analyst
Forrester Research, Inc.
© 2010 Forrester Research, Inc. Reproduction Prohibited4Tweet #AOWEB
© 2010 Forrester Research, Inc. Reproduction Prohibited5
Business buyers don’t
buy your product,
they buy into your approach
to solving their problem.
© 2010 Forrester Research, Inc. Reproduction Prohibited6
B2B buying process is about solving problems
Understand problem/
opportunity
Learn about approaches
Gain commitment to change
Build business case
Identify possible solutions
Make decision
Acquire solution components
Compare alternatives
Define requirements
Participate in communities
and user groups
Adopt and use solution
Measure and share results
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© 2010 Forrester Research, Inc. Reproduction Prohibited7
Thought Leadership Marketing
Big ideas and POVs on Customer’s issues
+ Content vehicles
+ Sharing
+ Dialog
= Trusted source
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© 2010 Forrester Research, Inc. Reproduction Prohibited8
Thought leadership embodies bold attributes
• Deals with big issues your buyers face.Relevant
• Challenges conventional thinking. Provocative
• Anticipates what’s coming over the horizon.Forward-looking
• Different from what everyone else is saying.Distinct
• Energizes people about this way of thinking.Inspiring
• Provides actionable advice on what clients can doActionable
• Using the ideas can produce breakthrough results.Results-driven
• The tone encourages a dialogue and feedback. Conversational
• Your company can help people get there.Credible• Makes no reference to your products and
services.Independent
Total
© 2010 Forrester Research, Inc. Reproduction Prohibited9
Thought Leadership and The Sales Funnel
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© 2010 Forrester Research, Inc. Reproduction Prohibited10
Forrester’s four-step IDEA framework
I
D
Identify your target audience, their issues, and
the sources of information they trust.
Develop your thought leadership platform: the
ideas and content that express the company’s
positions.
E Engage your audience through a considered
mix of digital, social, and traditional channels.
A Assess the impact on your business and revise
or reinvest.
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© 2010 Forrester Research, Inc. Reproduction Prohibited11
UPS is more than shipping packages
The New Logistics:
Turn movement of goods
into competitive advantage.
Big Idea
Positions
• Improve customer service
through faster delivery
• Eco-friendly packaging
and shipping practices
• Use logistics to expand
internationally
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iCrossing is more than a search agency
Connected Brands:
CMO’s must engage
consumers across digital
world with content.
Big Idea
Positions
• Use mobility to connect
your brand
• Facebook as a publishing
platform
• Impact of search on a
connected brand
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Conversations that build trust over time
© 2010 Forrester Research, Inc. Reproduction Prohibited14
Kaspersky Lab: at the center of IT security conversation
• Raise awareness of
cyber-attack and
online threats
• Hired 3 prominent
journalists
• Deliver news, with
own commentary
• Original content and
video
• Editorial never
discusses products
• Syndicate to
channel partners
Strategy
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© 2010 Forrester Research, Inc. Reproduction Prohibited15
Corning: Showcase innovation and vision
Ingredient-branding
campaign
Show vision of how glass
can be used
CorningGorillaGlass.com
Supported with outdoor,
airport, PR
Viral video
Facebook page
Strategy
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Kadient: Challenge conventional thinking on sales enablement
Challenge: Generate pipeline for new SaaS app among
sales ops professionals and difficult-to-reach audience.
Solution: Viral eBook > white paper > workshop
Result: 4,000 downloads, 800 leads in four weeks
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© 2010 Forrester Research, Inc. Reproduction Prohibited17
MetricStream: Engage risk and compliance pros early
Challenge: Hypercompetitive market with long sales cycles
Solution: Community, news, premium content, alerts,
blogs, and podcasts on burning compliance issues
Result: 500,000-plus registered users, 30% of leads
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Thank you.
Jeff Ernst
+1 617.613.6754
jernst@forrester.com
@jeffernst
www.forrester.com
Cultivating Your Super Influencers
Tips & Tricks
• Save premium content– Create exclusive content just for them
– Allow them to spread the word across
their networks
• Let them know they’re special– They want to feel special; feel valued
• Invite them to spread the word – Offer your Super Influencers deeper
access to information
– Help them differentiate their blogs,
tweets, etc.
People who find out about content through an influencer are 37%
more likely to engage than finding out about it through a vendor
Love Your Super Influencers
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Dig Deep in the Blogosphere
• Bloggers are the gold!– One popular blogger can influence up to
42% of direct response traffic
• Carefully monitor blogosphere– Add them to your blog roll
– Quote/link their content; comment
intelligently
– They will likely reciprocate
• Reach out to them individually;
invite them to participate– Influencers appreciate recognition
and attention more than offers
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Know influencers from Super
Influencers
• Not all Influencers are alike!– Super influencers have followers
who trust their insights
• Interact with super influencers
on a one-to-one basis– Target influencers more broadly
• Super influencers are the key
to social media success– Provide them limited release content
– Bring them into the inner circle of
your company and strategy
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Super Influencer Influencing
• Identify and connect
– Motivate them to share!
• Engage them in direct dialogue
– Listen first. Talk second. Learn what
motivates them to share information
• Be authentic. Be human. Be respectful.
• Help them add value. It’s not about selling.
• Keep it simple!
– What you’re offering, what you want them to do for you
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