Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Behind the Brand: 30 Influencers that Drive Social for the Brands We Love

452 vues

Publié le

The concept of “influence” has rapidly found its way into most marketing programs and industry dialogue. On the heels of my book Human to Human, we decided to embark on a different type of influence research project.
Leadtail and Pure Matter partnered to transcend the world of lists and rankings, in order to define new engagement styles that tell us more about the humans behind the influence.

Publié dans : Marketing
  • Soyez le premier à commenter

Behind the Brand: 30 Influencers that Drive Social for the Brands We Love

  1. 1. Behind the Brand Influencers that Drive Social Media for the Brands We Love 30 A Social Insights Showcase from: In collaboration with:
  2. 2. The concept of “influence” has rapidly found its way into most marketing programs and industry dialogue. On the heels of my book Human to Human, we decided to embark on a different type of influence research project. We partnered with Leadtail to transcend the world of lists and rankings, in order to define new engagement styles that tell us more about the humans behind the influence. Our chosen group of influencers are people that work daily on strategy and execution for their brands. Who are these people? How do they engage on social media as humans? Who and what influences them, and what can others learn from them? I personally found this project rewarding as it demonstrated the ability to go beyond the superficial rank and file of typical lists. To paraphrase from Human to Human; “It takes a lot of hard work to make something so complex look so easy. Some call it brilliance, but perhaps we should call it speaking human.” I hope that you can benefit from our study of these 30 successful influencers. They have found ways to speak human, and have each triumphed through their own influential engagement styles. True Influence is #H2H 2 Bryan Kramer CEO, PureMatter @BryanKramer Behind the Brand | October 2014
  3. 3. There’s no question that technology has made it easier than ever to analyze, segment, and target buyers. Yet marketers still struggle to develop compelling brand content and effectively engage on social media. Why is that? Because we forget that it starts with thinking of our customers and prospects as people. Not database segments, email addresses, or users… but real people.   This is what Bryan Kramer is helping us all remember: that people connect, build relationships, and influence other people, human-to-human (#H2H). With this in mind, we are proud to have collaborated with Bryan and his team at PureMatter to develop this social insights report showcasing 30 top digital and social marketers.   After all, it’s these smart and savvy marketers that are the real people behind many of the brands that are seeing success on social media. What can we learn from these top digital marketers, and how do we engage and influence them?   That’s what this report is all about… enjoy! Why Social Insights? 3 Carter Hostelley CEO, Leadtail @CarterHostelley Behind the Brand | October 2014
  4. 4. About the Data 4 2,589 retweets and 8,070 mentions/ replies 3,554 unique hashtags That includes links shared in those tweets… 9,413 The digital media experts at PureMatter identified digital executives who influence digital & social programs for brands every day 30 Leadtail analyzed public tweets published by these influencers between Jan 1 – Jun 30, 2014 22,642 Behind the Brand | October 2014
  5. 5. About Our Approach ‣  The executives we looked at for our study are a mix of rising social media stars and digital veterans, all of whom wield influence over the strategy and execution of social and digital brand communications. ‣  These influencers are highly sought after by brands and vendors that sell to marketing decision makers – whether they’re pitching marketing tech, event sponsorships, ad space or airline tickets. ‣  Though we analyzed individual Twitter handles (vs. brand handles), many of these influencers use Twitter to engage friends, colleagues, brands, and media on behalf of themselves AND their brand. ‣  Unlike survey data, this report summarizes behavioral data - what the executives we studied empirically DO: who they mention, what they share, and how they engage. 5Behind the Brand | October 2014
  6. 6. About this Study ‣  Certain events, people, and media sources are clear winners when it comes to “influencing the influencers”; these are the ones to emulate if you want to earn attention from this coveted audience. ‣  As we analyzed the Twitter behavior of our 30 influencers, 3 different engagement styles emerged – each with its own unique characteristics. ‣  Conversationalists: most likely to mention others; focused on engagement ‣  Amplifiers: most likely to share links and retweets; focused on topics ‣  Brand Champions: most likely to share multi-media; focused on brand ‣  For each type of influencer we identified, we’ve included actionable recommendations for how you can become more like that type, and how to reach and engage that type of influencer. Let’s dive in and meet our influencers… 6Behind the Brand | October 2014
  7. 7. Who’s Behind the Brand? 7 Susan Beebe Tyson Foods pg. 24 Pete Blackshaw Nestle pg. 25 Andrew Bowins MasterCard pg. 26 LaSandra Brill Symantec pg. 27 Don Bulmer Shell pg. 28 Tami Cannizzaro IBM pg. 11 Jamie Coomber Converse pg. 36 Jay Cooney OMNI Hotels pg. 37 Abigail Cusick BravoTV pg. 38 Frank Eliason CITI pg. 12 Jeanette Gibson HootSuite pg. 13 Dan Gingiss Discover Fin. Svcs pg. 29 Lorena Hathaway Pitney Bowes pg. 14 Kevin Hunt General Mills pg. 30 Eliot Johnson KPMG pg. 15 Bill Johnston Autodesk pg. 39 Karen Lee Stanford Business pg. 16 Josh Martin Arby’s pg. 17 Erich Marx Nissan N.A. pg. 31 Chad Parizman Scripps Networks pg. 40 Maria Poveromo Adobe pg. 18 Julia Quinn Amtrak pg. 19 Marty St. George JetBlue pg. 41 Micheala Stribling IBM pg. 20 Padmasree Warrior Cisco pg. 21 Caroline Watson H&M pg. 42 Farryn Weiner Michael Kors pg. 43 Lisa Weser Anheuser-Busch pg. 44 Kaitlyn Wilkins Burberry pg. 32 Todd Wilms SAP pg. 33 Behind the Brand | October 2014
  8. 8. What & Who Influences Them? 8 1.  #SXSW 2.  #worldcup 3.  #Superbowl 4.  #Oscars 5.  #grammys 6.  #Sochi2014 7.  #ces2014 8.  #CMAD 9.  #canneslions 10. #valentinesday 11. #smtlive 12. #Oscars2014 13. #adbowl 14. #AdobeSummit 15. #TED 1.  @jowyang 2.  @bryankramer 3.  @jaybaer 4.  @TedRubin 5.  @ValaAfshar 6.  @robincarey 7.  @leeodden 8.  @IanGertler 9.  @briansolis 10. @garyvee 11. @setlinger 12. @NaThomson 13. @greggweiss 14. @EricTTung 15. @ScottMonty 1.  YouTube 2.  Instagram 3.  The Huffington Post 4.  Mashable 5.  Forbes 6.  LinkedIn 7.  Business Insider 8.  Twitter 9.  The New York Times 10. BuzzFeed 11. SlideShare 12. The Wall Street Journal 13. TechCrunch 14. Ad Age 15. FastCompany Events People Media Behind the Brand | October 2014
  9. 9. Meet the Conversationalists Behind the Brand | October 2014
  10. 10. 10Behind the Brand | October 2014 Why Do Conversationalists Matter? Conversationalists are interested in dialog and engagement. They’re the ones who bring new voices into conversations and bridge the online-offline gap by building authentic relationships in both areas. What Makes Someone a Conversationalist? We defined Conversationalists as people who had a “mention to tweet” ratio > 0.95, which means almost every tweet they publish mentions someone. Also, Conversationalists regularly share links, but at a rate somewhat lower than the Amplifiers we’ll meet later. How Can You Become a Conversationalist? In short, have more conversations! Ask questions, make comments, and find areas of common interest with the people you engage on social media. When you share content, add your own perspective or ask others for theirs. How Can You Reach & Engage Conversationalists? By definition these are people who want to engage, so don’t be afraid to reach out to them with genuine questions or comments. Once connected online, events are a great way to build the offline relationship by meeting up face to face.
  11. 11. Tami Cannizzaro Vice President, Marketing @ IBM @tamicann As a social business advocate for IBM, Ms. Cannizzaro encourages her team to be intentional about converting social media followers into offline relationships. 11 1.  @bryankramer 2.  @TedRubin 3.  @ethanmcc 4.  @MediaLabRat 5.  @shellkillebrew Talks Most With… Talks Most About… Shares Content From… 1.  #Marketing 2.  #IBMConnect 3.  #socbiz 4.  #ibm 5.  #NRF14 1.  DigitalAgeOfMarketing.com 2.  YouTube.com 3.  SocialMediaToday.com 4.  FastCompany.com 5.  JusticeMitchell.com Behind the Brand | October 2014
  12. 12. Frank Eliason Director, Global Social Media @ CITI @FrankEliason Mr. Eliason helped usher in the era of social customer service with @ComcastCares, and continues to advocate for better customer experiences in his current role at CITI. 12 1.  @RBinhammer 2.  @jtramsay 3.  @shelisrael 4.  @adamkmiec 5.  @debjshaw Talks Most With… Talks Most About… Shares Content From… 1.  #custserv 2.  #tweetyourseat 3.  #cluetrain 4.  #SocialMedia 5.  #custexp 1.  LinkedIn.com 2.  SocialMediaToday.com 3.  Marketo.com 4.  AdAge.com 5.  Live.Twit.tv Behind the Brand | October 2014
  13. 13. Jeanette Gibson VP Customer Experience & Community @ Hootsuite @JeanetteG Prior to joining HootSuite, Ms. Gibson was instrumental in launching the first Global Social Listening Center for digital marketing and social media powerhouse, Cisco. 13 1.  @NaThomson 2.  @jamiestein 3.  @IanMCalvert 4.  @DanSpicer 5.  @DR4WARD Talks Most With… Talks Most About… Shares Content From… 1.  #HootSX 2.  #SugarCon 3.  #SocialMedia 4.  #CvHL 5.  #IgniteMktgSuccess 1.  Ow.ly (Hootsuite) 2.  SocialBusiness.Hootsuite.com 3.  SocialMediaToday.com 4.  LinkedIn.com 5.  Forbes.com Behind the Brand | October 2014
  14. 14. Lorena Hathaway Director, Global Product Management Location Intelligence @ Pitney Bowes Software @lorenahathaway Leading product marketing for a $160M line of Location Intelligence products, it’s safe to say Ms. Hathaway is a savvy marketer who knows where her industry is heading. 14 1.  @mapinfo 2.  @CHempfield 3.  @bryankramer 4.  @seanjhathaway 5.  @cshasarrived Talks Most With… Talks Most About… Shares Content From… 1.  #MapInfoUC 2.  #GIS 3.  #MapInfo 4.  #locationintelligence 5.  #PBAnalystDay 1.  MapInfo.com 2.  Blogs.PB.com 3.  DirectionsMag.com 4.  SlideShare.net 5.  AIEvolution.com Behind the Brand | October 2014
  15. 15. Eliot Johnson Senior Manager, Global Social Media @ KPMG @eliotjohnson In addition to leading KPMG’s global social media initiatives, Mr. Johnson is Vice Chair of iBellieve, a foundation dedicated to finding a cure for MPS II and other rare diseases. 15 1.  @D4NTheM4N 2.  @binxie 3.  @PranYamin 4.  @benmcconnell 5.  @simonibell Talks Most With… Talks Most About… Shares Content From… 1.  #SocialMedia 2.  #WEF 3.  #sxsw14 4.  #SXSW 5.  #mps2 1.  Instagram.com 2.  YouTube.com 3.  WEFlive.com 4.  Mashable.com 5.  TheGuardian.com Behind the Brand | October 2014
  16. 16. 31 Karen Lee Social Web Strategist @ Stanford Graduate School of Business @karenlee Ms. Lee combines her eclectic personal interests with a passion for business to create the friendly, relevant voice behind Stanford GSB’s social media content. 16 1.  @nataliemwhite 2.  @EWittreich 3.  @cheesycons 4.  @pmarca 5.  @rhilsen Talks Most With… Talks Most About… Shares Content From… 1.  #gsbinthemoment 2.  #FOMC14 3.  #gsbvftt 4.  #CvHSF 5.  #socialedu 1.  Instagram.com 2.  LinkedIn.com 3.  www.gsb.stanford.edu 4.  Facebook.com 5.  Medium.com Behind the Brand | October 2014
  17. 17. 31 Josh Martin Director, Digital & Social Media @ Arby’s @Jmart730 With his clever “can we have our hat back” tweet to Pharrell Williams at the 2014 Grammy Awards, Mr. Martin helped put @Arbys social media team in the real-time marketing spotlight. 17 1.  @Pharrell 2.  @RealMattlanta 3.  @AdamNaide 4.  @nickjayres 5.  @bmeriwether Talks Most With… Talks Most About… Shares Content From… 1.  #SoCon14 2.  #NPPRSA 3.  #Superbowl 4.  #grammys 5.  #ANABrand 1.  Adweek.com 2.  Mashable.com 3.  YouTube.com 4.  MarketingLand.com 5.  Twitter.com Behind the Brand | October 2014
  18. 18. 31 Maria Poveromo Senior Director, AR, PR & Social Media @ Adobe @mariapoveromo Ms. Povoromo’s team created Adobe’s “Ultimate Case Study” - using the company’s digital marketing solutions to publicly share the results of its own Metrics, Not Myths campaign. 18 1.  @petra1400 2.  @NaThomson 3.  @JeanetteG 4.  @alewnes 5.  @MiaD Talks Most With… Talks Most About… Shares Content From… 1.  #AdobeSummit 2.  #SocialMedia 3.  #SMSsummit 4.  #Marketing 5.  #socialshakeup 1.  CMO.com 2.  blogs.adobe.com 3.  Forbes.com 4.  blogs.hbr.org 5.  HuffingtonPost.com Behind the Brand | October 2014
  19. 19. 31 Julia Quinn Director, Social Media @ Amtrak @JuliaAQuinn Who says trains aren’t cool? How many other social media directors can say they’ve conducted a Reddit AMA on a train full of digital marketing influencers making their way into Austin for SXSW? 19 1.  @MatthewKnell 2.  @BlairRightNow 3.  @jsimon 4.  @nickcicero 5.  @BJMendelson Talks Most With… Talks Most About… Shares Content From… 1.  #AmtrakLive 2.  #amtrak 3.  #SXSW 4.  #AmtrakResidency 5.  #teamamtrak 1.  Instagram.com 2.  blog.amtrak.com 3.  Medium.com 4.  tumblr.austinkleon.com 5.  FastCompany.com Behind the Brand | October 2014
  20. 20. 31 Michela Stribling Social Business Program Director @ IBM @mstribling With a passion for people and deep organizational experience in the trenches of The Valley’s most fabled companies, Ms. Stribling is a natural fit for Social Business leadership at IBM. 20 1.  @bryankramer 2.  @jaybaer 3.  @samjoyk 4.  @sandy_carter 5.  @tamicann Talks Most With… Talks Most About… Shares Content From… 1.  #socbiz 2.  #IBMConnect 3.  #SmarterCommerce 4.  #SmarterWorkforce 5.  #SHRM14 1.  IBM.com 2.  MichelaStribling.com 3.  Twitter.com 4.  SlideShare.net 5.  SmarterCommerceBlog.com Behind the Brand | October 2014
  21. 21. 31 Padmasree Warrior Chief Technology & Strategy Officer @ Cisco @Padmasree Ms. Warrior has used her strong public profile to advocate for more women in STEM programs, and to convey her vision of the future through the lens of mobile technology. 21 1.  @youngdchris 2.  @levie 3.  @brandee 4.  @Sophia_Amoruso 5.  @caroline Talks Most With… Talks Most About… Shares Content From… 1.  #ciscops14 2.  #wef14 3.  #TED2014 4.  #IoT 5.  #IoE 1.  blogs.cisco.com 2.  Path.com 3.  Finance.yahoo.com 4.  Forbes.com 5.  newsroom.cisco.com Behind the Brand | October 2014
  22. 22. Meet the Amplifiers Behind the Brand | October 2014
  23. 23. 23Behind the Brand | October 2014 Why Do Amplifiers Matter? Amplifiers act as our trusted curators. They know their business top to bottom, left to right, and have put in the time to build up trust, credibility, and an audience around their areas of expertise. Amplifiers make sure the best ideas are shared and heard on social media. What Makes Someone an Amplifier? We defined Amplifiers as people who shared links and/or retweeted others’ content at a higher rate than the other marketers in our data set. Additionally, Amplifiers tend to center around one or two core themes, sharing content and perspectives that build their personal brand around those topics. How Can You Become an Amplifier? Ironically, one of the best ways to become an effective amplifier is to hone your listening skills. The ability to pick out unique POVs and information from the sea of “me too” content builds trust with your audience and makes you a sought-after influencer for others that wish to reach that audience. How Can You Reach & Engage Amplifiers? Amplifiers are a discerning bunch, not particularly likely to share your content simply because you ask (or pay!). Bring something to the table that enhances their credibility in their area of expertise, and expands their audience, and you’ll be on the right track.
  24. 24. 24 31 Susan Beebe Global Social Media & Online Communities @ Tyson Foods @susanbeebe As Dell’s first “Chief Listener”, Ms. Beebe was instrumental in defining social listening and community management as core elements of the modern brand marketing toolkit. 1.  @PamMktgNut 2.  @ederdn 3.  @LVgully 4.  @geoffliving 5.  @tamcdonald Talks Most With… Talks Most About… Shares Content From… 1.  #SMMW14 2.  #hashtagbowl 3.  #GetRealChat 4.  #SBrandCamp 5.  #SB48 1.  MarketingLand.com 2.  YouTube.com 3.  SocialMediaToday.com 4.  Twitter.com 5.  SocialMediaExaminer.com Behind the Brand | October 2014
  25. 25. 25 31 Pete Blackshaw Global Head of Social Media & Digital Media @ Nestle @pblackshaw Getting best practices out of HQ and into the field is no small task. Mr. Blackshaw’s Digital Acceleration Teams have helped spread a startup ethos throughout Nestle’s global team. 1.  @ischafer 2.  @Sophduf 3.  @mchrisment 4.  @bwdumars 5.  @jaybaer Talks Most With… Talks Most About… Shares Content From… 1.  #nikeplus 2.  #DigitalJungle 3.  #london2014 4.  #4AsTransformation 5.  #LondonMarathon 1.  nikeplus.nike.com 2.  AdAge.com 3.  uk.virginmoneygiving.com 4.  YouTube.com 5.  NYTimes.com Behind the Brand | October 2014
  26. 26. 26 Andrew Bowins SVP, Corporate & Digital Communications @ MasterCard @MasterCardAndy Casting off the traditional “corp com” role in favor of a full-on digital approach, Mr. Bowins has been a key player in creating MasterCard’s Social Conversation Suite and brand newsroom. 1.  @sandy_carter 2.  @robincarey 3.  @Ben_Farkas 4.  @stenmic 5.  @NatanyaP Talks Most With… Talks Most About… Shares Content From… 1.  #PricelessSurprises 2.  #MasterCard 3.  #cc2014 4.  #PageSpring 5.  #socbizshakeup 1.  newsroom.mastercard.com 2.  YouTube.com 3.  SlideShare.net 4.  SocialMediaToday.com 5.  HuffingtonPost.com Behind the Brand | October 2014
  27. 27. 27 31 LaSandra Brill Senior Director, Paid & Earned Media @ Symantec @LaSandraBrill A seasoned digital and social marketer, prior to joining Symantec, Ms. Brill drove the social media strategy for Cisco’s award-winning Internet of Everything campaign. 1.  @KPHaley 2.  @jill_rowley 3.  @dspark 4.  @leeodden 5.  @armano Talks Most With… Talks Most About… Shares Content From… 1.  #SMMW14 2.  #SymVisionLV 3.  #ISTRTALK 4.  #Mobile 5.  #SocialSelling 1.  Symantec.com 2.  YouTube.com 3.  BusinessInsider.com 4.  xmen.norton.com 5.  us.norton.com Behind the Brand | October 2014
  28. 28. 28 31 Don Bulmer Vice President, Communication Strategy @ Shell @dbulmer Who says big companies in traditional industries can’t be successful on social media? Under Mr. Bulmer’s leadership, Shell recently crossed the 1 million followers mark on LinkedIn. 1.  @vdimauro 2.  @The_real_Gio 3.  @ClaroRonaldo 4.  @ChrisImafidon 5.  @matthunter123 Talks Most With… Talks Most About… Shares Content From… 1.  #AdobeSummit 2.  #PowerYourVoice 3.  #mpoweringaction 4.  #PovertyMatch 5.  #shell 1.  LinkedIn.com 2.  Forbes.com 3.  everydayinfluence.typepad.com 4.  blogs.hbr.org 5.  NYTimes.com Behind the Brand | October 2014
  29. 29. 29 31 Dan Gingiss Director, Digital Customer Experience & Social Media @ Discover Financial Services @dgingiss Under Mr. Gingiss’s leadership, Discover is succeeding where so many brands still struggle: delivering engaged (and engaging!) customer service via social media – often in a matter of seconds. 1.  @cassandraLclark 2.  @jaybaer 3.  @D_Stro 4.  @mmlap 5.  @zenaweist Talks Most With… Talks Most About… Shares Content From… 1.  #SMMW14 2.  #forrforum 3.  #SocialMedia 4.  #CX 5.  #customerservice 1.  SocialMediaToday.com 2.  LinkedIn.com 3.  Forbes.com 4.  BusinessInsider.com 5.  WashingtonPost.com Behind the Brand | October 2014
  30. 30. 30 31 Kevin Hunt Social Media Manager @ General Mills @kevin_hunt As an expert blogger, podcaster, social marketer and content strategist, Mr. Hunt is now focused on turning General Mills into a social business by spearheading an employee advocacy program. 1.  @arikhanson 2.  @AmandaOleson 3.  @blitzgrambo 4.  @iamashbrown 5.  @SocialViz Talks Most With… Talks Most About… Shares Content From… 1.  #iwork4genmills 2.  #Cheerthe3 3.  #nascar 4.  #CMAD 5.  #MLKBreakfast 1.  blog.generalmills.com 2.  Adweek.com 3.  StarTribune.com 4.  MediaPost.com 5.  AdAge.com Behind the Brand | October 2014
  31. 31. 31 31 Erich Marx Director, Interactive & Social Media / Public Relations @ Nissan North America @emarxe Even after 20+ years with Nissan USA, Mr. Marx keeps his marketing fresh by seeking out innovative ways to work with imaginative agencies and invest in promising digital startups. 1.  @DaxHamman 2.  @normmacdonald 3.  @1ad_dad 4.  @DaveParkinson 5.  @jimmyfallon Talks Most With… Talks Most About… Shares Content From… 1.  #GoogleAlerts 2.  #nissan 3.  #DigidayDBS 4.  #Vandy 5.  #motleycrue 1.  YouTube.com 2.  Mashable.com 3.  Adweek.com 4.  MediaPost.com 5.  HuffingtonPost.com Behind the Brand | October 2014
  32. 32. 32 31 Kaitlyn Wilkins Global Director, Social Media @ Burberry @KaitlynWilkins After years of award-winning work with Social@Ogilvy, Ms. Wilkins joined Burberry in 2013 where she’s helped the classically British brand strut its stuff with innovative social programs. 1.  @PeterLaMotte 2.  @dlordship 3.  @IanSohn 4.  @unterekless 5.  @ShilohNoelle Talks Most With… Talks Most About… Shares Content From… 1.  #SXSW 2.  #LCM 3.  #Burberry 4.  #LFW 5.  #canneslions 1.  Vine.co 2.  VanityFair.com 3.  YouTube.com 4.  Burberry.com 5.  LinkedIn.com Behind the Brand | October 2014
  33. 33. 33 31 Todd Wilms (former) Head of Social Business Strategy @ SAP @toddmwilms As an enterprise marketer with startup DNA, Mr. Wilms helped lead SAP’s global customers through the social media revolution and onto the path to becoming true social businesses. Mr. Wilms recently took a new position as VP Digital at Neustar. 1.  @bryankramer 2.  @mstribling 3.  @setlinger 4.  @RickCooper 5.  @TedRubin Talks Most With… Talks Most About… Shares Content From… 1.  #SAP 2.  #smm 3.  #Marketing 4.  #SocialMedia 5.  #copywriting 1.  Forbes.com 2.  WordOfMouth.org 3.  SocialMediaExaminer.com 4.  Copyblogger.com 5.  LinkedIn.com Behind the Brand | October 2014
  34. 34. Meet the Brand Champions Behind the Brand | October 2014
  35. 35. 35Behind the Brand | October 2014 Why Do Brand Champions Matter? Brand champions are powerful advocates for their brand, and important signatures of authenticity. After all, if the people responsible for creating the brand don’t reflect the core values and lifestyle the brand promises, all the advertising in the world can’t help you! What Makes Someone a Brand Champion? We defined Brand Champions as people whose tone and content are consistently in strong alignment with their brand. Brand Champions are also the most likely to cross post from multiple networks through Twitter, and to share more types of content, e.g. location check-ins, photos, and videos. How Can You Become a Brand Champion? Maybe this kind of “kindred spirit” with the brand is something you’re born with… but anyone can review what they publish on social media and reflect on how well it aligns with the values of their brand. And if you find they don’t line up – which one needs to change? How Can You Reach & Engage Brand Champions? In large part, Brand Champions are multi-media mavens – so show, don’t tell. A cold email that talks about how creative and enthusiastic you are about their brand is likely to fall flat. Think instead about how you can demonstrate the value of what you have to say in a way that shows you “get” them and their brand.
  36. 36. 36 31 Jamie Coomber Global Director, Digital Brand Marketing and Communications @ Converse @Jamiec Combine the serious industry cred of multiple creative awards with the effortless street cred of being a Brit in NYC with a punk rock streak and you’ve got a living example of the Converse brand. 1.  @beckie_williams 2.  @diplo 3.  @iaintait 4.  @SnoopDogg 5.  @Anjali28 Talks Most With… Talks Most About… Shares Content From… 1.  #FADERFORTCONVERSE 2.  #chuckhack 3.  #ldntoca 4.  #happy 5.  #Cali 1.  Instagram.com 2.  Foursquare.com 3.  Spotify.com 4.  YouTube.com 5.  SoundCloud.com Behind the Brand | October 2014
  37. 37. 37 31 Jay Cooney E-commerce Social Media Manager @ OMNI Hotels @HalftimeJay As the man in charge of putting “heads in beds” at OMNI hotels, it helps when your own social media feeds show you know a thing or two about good food, good company and good places to stay. 1.  @garinehm 2.  @kerrybkennedy 3.  @TedRubin 4.  @carriekerpen 5.  @MissDallasAlice Talks Most With… Talks Most About… Shares Content From… 1.  #SMMW14 2.  #SMBDallas 3.  #bisummit 4.  #BlogWell 5.  #Dallas 1.  Foursquare.com 2.  Mashable.com 3.  Instagram.com 4.  SocialMediaExaminer.com 5.  OMNIHotels.com Behind the Brand | October 2014
  38. 38. 38 31 Abigail Cusick Senior Manager, Social Media @ BravoTV @cusick If you needed to cast a reality show about a hip New Yorker, narrating the events of her daily life through movie quotes, song lyrics, and humorous observations… Ms. Cusick would make that job very easy. 1.  @marcomcgrath 2.  @noashaw 3.  @jimmyfallon 4.  @tamcdonald 5.  @ChristopherRenz Talks Most With… Talks Most About… Shares Content From… 1.  #Oscars 2.  #SMWAOL 3.  #SB48 4.  #KillerLampreys 5.  #Sochi2014 1.  open.spotify.com 2.  BravoTV.com 3.  YouTube.com 4.  SoundCloud.com 5.  Instagram.com Behind the Brand | October 2014
  39. 39. 39 31 Bill Johnston Director, Online Community and Customer Experience @ Autodesk @billjohnston An “unapologetic community builder”, Mr. Johnston has helped large tech brands like Autodesk & Dell develop engagement and realize value from their customer communities.  1.  @jowyang 2.  @kellings 3.  @mpgeyer 4.  @carlbass 5.  @themaria Talks Most With… Talks Most About… Shares Content From… 1.  #octribe 2.  #fusion360 3.  #robotrev 4.  #SXSW 5.  #3Dprinting 1.  SlideShare.net 2.  YouTube.com 3.  TheNextWeb.com 4.  Forbes.com 5.  TechCrunch.com Behind the Brand | October 2014
  40. 40. 40 31 Chad Parizman Director, Convergent Media @ Scripps Networks Interactive @Cparizman Looking at Mr. Parizman’s Instagram is like watching HGTV, the Food Network, and the Travel Channel all at once. Sprinkle in tech chops and an eye for what’s next, and you’ve got a recipe for social brand success. 1.  @malcolli 2.  @Nagler 3.  @JessBerlin 4.  @ALewites 5.  @Lauren_Hannah Talks Most With… Talks Most About… Shares Content From… 1.  #AdobeSummit 2.  #SXSW 3.  #WWESXSW 4.  #grammys 5.  #SocialTv 1.  Foursquare.com 2.  Instagram.com 3.  SwarmApp.com 4.  MapMyRun.com 5.  YouTube.com Behind the Brand | October 2014
  41. 41. 41 31 Marty St. George Senior Vice President – Commercial @ JetBlue @martysg With 25+ years of deep industry experience securely fastened under his lap belt, is it any surprise that Mr. St. George’s leadership keeps JetBlue’s customer satisfaction at a comfortable cruising altitude? 1.  @AirlineFlyer 2.  @heyprofbow 3.  @MHJohnston 4.  @NYC__Barbie 5.  @Heather_Poole Talks Most With… Talks Most About… Shares Content From… 1.  #MH370 2.  #FB 3.  #avgeek 4.  #BecauseItsTheCup 5.  #Bruins 1.  YouTube.com 2.  BostonGlobe.com 3.  Vine.co 4.  NYTimes.com 5.  WSJ.com Behind the Brand | October 2014
  42. 42. 42 31 Caroline Watson Social Media Manager @ H&M @SweetCaroline83 Sorry agencies! Ms. Watson’s social feeds featuring tweets and snaps of food, friends, and fun do more to show off the H&M brand lifestyle than any carefully targeted Millennials campaign! 1.  @MrMikeLobikis 2.  @TristenS 3.  @michaelmiraflor 4.  @AKDawson 5.  @highwattage Talks Most With… Talks Most About… Shares Content From… 1.  #NowPlaying 2.  #Spotify 3.  #grammys 4.  #nyc 5.  #SXSW 1.  Instagram.com 2.  Foursquare.com 3.  open.spotify.com 4.  NewYeezyResolutions.com 5.  YouTube.com Behind the Brand | October 2014
  43. 43. 43 31 Farryn Weiner Senior Director, Global Creative and Digital Communications @ Michael Kors @jetsetfarryn Ms. Weiner’s unique mix of luxe lifestyle content, digital savvy, and social conscience has helped energize the Michael Kors brand, recently making it the most tweeted about brand at #NYFW 2014. 1.  @AdamAlpert19 2.  @amandaweiner 3.  @Austyntatiouss 4.  @MusaTariq 5.  @signoreD Talks Most With… Talks Most About… Shares Content From… 1.  #SXSW 2.  #brazil 3.  #Shanghai 4.  #30under30 5.  #china 1.  Foursquare.com 2.  Onstagram.com 3.  JetsetFarryn.com 4.  Forbes.com 5.  LinkedIn.com Behind the Brand | October 2014
  44. 44. 44 31 Lisa Weser Senior Director, Marketing Communications, U.S. Brands @ Anheuser-Busch @LisaWeser After years of award-winning work on the agency side, in 2012 this seasoned marketer was ready to join up with Anheuser- Busch and claim her title as the “Queen of Beers”. Behind the Brand | October 2014 1.  @badgirlroar 2.  @Zedd 3.  @lisaderus 4.  @ahampp 5.  @swonderlin Talks Most With… Talks Most About… Shares Content From… 1.  #BudLightHotel 2.  #MadeInAmerica 3.  #Budweiser 4.  #grammys 5.  #Superbowl 1.  YouTube.com 2.  Instagram.com 3.  USATODAY.com 4.  Billboard.com 5.  BuschJobs.com
  45. 45. Thank You! Behind the Brand | October 2014
  46. 46. 46Behind the Brand | October 2014 We Energize and Humanize Business Established in 2002, PureMatter is based in Silicon Valley and helps global enterprise companies energize and humanize their business through real time, social, content and digital marketing. We understand that technology doesn’t create brilliant marketing programs; it merely serves to enhance great ideas and energize human passion points. We are proud of the many awards won over the last 13 years – Webby, Print International Design Annual, W3, Graphic Design Monthly, Logo Lounge, Fast 50, ADDYs and “2013 Content Marketing Campaign of the Year” by the Content Marketing Institute and Disqus for #90DaystoEllen – to name a few. Our “Substance" Content Series of videos and webinars features perspectives about marketing, technology and social media. Contributors include a mix of thought leaders from humanitarians like Ted Turner, founder of CNN, to heads of marketing for Fortune 50 brands like Cisco, SAP and IBM. Most recently, we launched Substantium (www.substantium.com), which helps thinkers of substance in marketing, social, technology and human behavior become published authors. Our President, Bryan Kramer, was named as one of the “Top 50 Social CEOs on Twitter” by the Huffington Post, a “Top 25 Influencer to Follow” on Forbes and one of the “100 Most Influential Tech People On Twitter” by Business Insider. Bryan’s first book “Human to Human: #H2H” debuted in the Top 1% of business books on Amazon. The #H2H moniker is shifting the paradigm about how people think about marketing. facebook.com/purematter purematter.com/blog @purematter
  47. 47. 47Behind the Brand | October 2014 Social Insights for Decision Makers Leadtail came about from our desire to help B2B marketing leaders tap into the power of social media to get closer to target buyers and radically improve their marketing strategies. So how do we help today? Two ways: We work with innovative companies to create social media strategies and leverage social insights research. Our team has developed and implemented programs for leading business brands and venture backed startups including: WageWorks, Trend Micro, Adaptive Insights, Peoplefluent, DNN, and NetBase. We also publish social insights reports about different decision maker groups such as digital marketers, HR executives, and CFOs. These reports are a must-read if you sell to businesses and have been referenced in major publications including: The Wall St. Journal, Business Insider, Forbes, Huffington Post, Adweek, and MarketingProfs. Interested in collaborating on a future social insights report? Email us: hello@leadtail.com LinkedIn.com/company/Leadtail Leadtail.com/blog @Leadtail

×