UCSC Silicon Valley - Advanced Social Media Marketing Course (Day 2)

Cnfidential MarketingXLerator ! !

Advanced Social Media Marke0ng Influencer/Advocate Marke2ng

@NaThomson October 24, 2014

Cnfidential MarketingXLerator

Influencer/Advocate Marke0ng

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What is an Influencer?

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Influencers have influence in your market – oEen professionally.

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What is an Advocate?

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Advocates love your offering and are your fans – they are oEen customers or partners.

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Rule 31: Influencers Amplify Your Message

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•  Understand what your influencers are most interested in and provide this informa2on.

•  They can then share this – YOUR – informa2on directly with their own followers.

•  The key is a mutually beneficial rela2onship.


1. Try and turn your influencers into advocates and your advocates into influencers – so that they are ideally both. How do you do that? By providing an influencer program.

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2. Keep the advocate/influencer group informed. •  Provide them with exclusive benefits, like mee2ngs with execu2ves and other thought leaders, previews of upcoming technologies, or special access to events.

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3. Don’t try to sell to them but build trusted rela0onships. • Generally a combina2on of online and offline works best.

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4. At least once a year, have an in-‐person get-‐together. • This could be as part of a user conference or other large event, or a special event

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5. A good influencer program requires a hands-‐on approach. •  Most large companies have a dedicated in-‐house resource to service this important group.

•  But, if that is not possible, the program could be part of blogger rela2ons or even PR.

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6. What really ma_ers is that you engage with the influencers/advocates > around what maFers to them! Know your target audience! Have a clear strategy.

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Ways to Become an Influencer

•  Have a brand •  Become a thought leader •  Par2cipate in branded communi2es •  Go to events •  Engage on social media •  Connect (with the right) people •  Give fair praise & cri2ques •  BLOG!

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Cnfidential MarketingXLerator 15

Example: SAP Community Network


Crowd-‐sourced Idea2on: SAP Idea Place


Guest Speaker: @Geslien “Social Intelligence: Proving the Value of Social.”

Eric Geslien, Director of Enterprise Sales – West, Tracx •  Enables customers to grow revenue & deepen

client rela2onships through the social web •  Responsible for social intelligence solu2on

sales Scope: •  Social Media Intelligence, Social Rela2onship/

Social Media Management System, Social Media Analy2cs, Brand monitoring, Campaign Management, Influencer Management, Engagement Management

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About Tracx •  The tracx social intelligence plaSorm empowers agencies and brands with

a highly advanced set of business analy0cs solu2ons designed to grow revenue and deepen customer rela2onships through the social web.

•  tracx refines masses of raw data across all social channels and provides deep insights into customer, compe0tor and influencer behaviors, highligh2ng essen2al marke2ng intelligence and business opportuni2es.

•  Our innova2ve, cloud based solu2on lets you cover all social media requirements from the strategic planning, to the engagement, the daily conversa2on volumes and drivers, through to a full repor0ng suite with ROI capabili0es.

•  tracx’s client base of interna2onal brands and agencies includes Sears, KraV Foods, Royal Bank of Scotland and IPG.

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TwiFer Amplifica0on via Influencers Example

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TwiFer Campaign: #SAPtd Throwback

Challenge

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#SAPtd Throwback Challenge

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Social Media Resources

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Natascha Thomson [email protected] @NaThomson +1 (925) 519-‐8111

Over 15 years of B2B marke0ng experience in Global 2000 and startup companies. Customers include SAP, EMC & Polycom.

Get 25% off with promo code ADD12:

h_p://www.happyabout.com/42rules/b2bsocialmediamarke2ng.php



UCSC Silicon Valley - Advanced Social Media Marketing Course (Day 2)

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