how to successfully take advantage of influencer marketing...
TRANSCRIPT
How to Successfully Take
Advantage of Influencer Marketing
to Listen, Create & Execute Highly
Effective Digital Campaigns
Chris Palmer,
Regional Marketing Manager,
ServiceMax from GE Digital
Ignite Conference, June 2017
The Leader in Field Service Management | 100% Cloud-Based; Built on Salesforce App Cloud
400+ Customers in 40 Countries | Comprehensive Product Suite | Ecosystem of Technology Partners & SIs
100+ Million Assets Managed | 1 Million+ Mobile Syncs Each Day | Used at 18+ million Locations
VERTICAL PRESENCE
MEDICAL DEVICES INDUSTRIAL
MANUFACTURING
ENERGY
& UTILITIES
BUILDING &
CONSTRUCTION
HIGH TECH
& TELCO OIL & GAS
Productivity &
Efficiency
Growth &
revenue
Customer
Experience
Compliance
Our mission is to change the way organizations that service things exceed
the expectations of their customers by creating innovative cloud software and
services that drive efficiency, improve safety and compliance, and unleash
new revenue streams.
OUR MISSION
$
Employee
Satisfaction
SOLAR POWER
NOT SOLAR PANELS
FLIGHT HOURS
NOT JET ENGINES
DOCUMENT PROCESSING
NOT PRINTERS
“By 2018, 40% of the
top 100 discrete
manufacturers and
20% of the top 100
process manufacturers
will provide Product-as-
a-Service platforms.”
(IDC, 2015)
EMERGING TREND OUTCOME BASED SERVICE
Question: Who uses influencers in their content marketing strategy?
influencer noun [ C ] UK /ˈɪnfluənsər/ US a person or group that has the ability to influence the behaviour or opinions of others *Cambridge Business Dictionary
Influencer Marketing in B2C
“Consumers are hard to reach because they ignore you. The old rules don’t work so well anymore.
Marketing is dead. Long live marketing.”
– Seth Godin
Today’s Decision Makers
- Constantly distracted
- Auto-programmed to tune out of
phone calls, adverts, delete emails
- Much more likely to listen to peers
or known figures in their networks
The Solution
- Research, listen, engage
- Create relevant & useful content
- Amplify through effective channels
- Work with influencers throughout the process
How We Design & Execute Campaigns
Listen
Create Promote
Measure
Repeat - Conference presentations
- Social media listening tools: & keyword
monitoring
- Customer surveys
- University research
- Buyer personas
- Gated & Non-gated content
- Multiple platforms and formats
- Paid
- Owned
- Earned
- Hard metrics: Leads, MQLs, pipeline
contribution, CPL
- Soft metrics: clicks, impressions,
Finding Influencers & Themes
Google Trends Buzzsumo Tweetdeck
- Number of free and paid tools
- Relevance over time
- Monitor conference agendas & trade publications
- Use data from your marketing information system
Working with Influencers on Content Creation
- Impartiality
- Offer value in return
- No sales pitches!
- Hire internal influencers
Amplifying your Content
- Incentivize influencers to share content
- Work with 3rd parties
- Think outside the box
- Paid, Owned & Earned Tactics
LinkedIn Groups Placeholder
Poll: Who uses employee advocacy to amplify content?
Your Employees are Influencers Too
- The average LinkedIn user has 930
connections
- Multiplied by your employee count, that number
is far larger than your brand profiles
- Use incentives and promote (healthy)
competition
Measurement & Results
- Authenticity - Create Mutually Beneficial Relationships - Provide useful and relevant content
