Influencer Relations 101
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Influencer Relations 101 presented at #SVESMC meeting, March 16, 2012.
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Influencer Relations 101
- 1. GETTING STARTED WITH…. INFLUENCER RELATIONS CARLI MCKINNEY SVESMC MEETING MARCH 16, 2012 @carlimck #SVESMC 1 © Hitachi Data Systems Corporation 2011. All Rights Reserved.
- 2. BEFORE INFLUENCER RELATIONS…. …AND AFTER 2 © Hitachi Data Systems Corporation 2011. All Rights Reserved.
- 3. THE BENEFITS A LITTLE LOVE GOES A LONG WAY…. § 3rd party ambassadors who understand your offerings § Influencers offer an unbiased view § They can become “unpaid” consultants § Influencers will start to find you 3
- 4. FINDING INFLUENCERS WHO ARE THEY? WHERE ARE THEY? § Social Channels ‒ The obvious channels ‒ The not so obvious ‒ They’re there… but are you? § Rank them ‒ Figure out your formula for ranking them. What makes sense for you and your business? #1 BRAND FAN 4
- 5. HOW WE RANK INFLUENCERS COMBINATION OF…. § Consistency of activity § Consistency in effort § Industry-related conversations & engagement with users § Number of followers § Influence measurement tools = Relative influence based on program objectives 5
- 6. KEYS FOR ENGAGING INFLUENCER RELATIONS 101 § Familiarity § Accessibility § Honesty § Credibility 6
- 7. GET FAMILIAR KEYS TO SUCCESS § Know your audience: What makes them tick? § Know their audience: How can you help them? § Engage! § Talk & talk often § Give them that personal touch 7
- 8. BE ACCESSIBLE KEYS TO SUCCESS § Exclusives § Events § Demos? Hands-on? § Access to the RIGHT content & people 8
- 9. BE HONEST, BE CREDIBLE § Don’t pump the products @fabiorapposelli: § Be realistic with the The HDS people: Bloggers timeline ratio is something like 2 to 1, this makes us feel § No smoke & mirrors special. § Cut the marketing, make it personal @nigelpoulton: I have to say it again... I'm liking the look of HCP. The more I see, the more I like! 9
- 10. GENERAL DO’S & DON’TS INFLUENCER INSIGHT: CHRIS EVANS, THE STORAGE ARCHITECT DO § Make it personal § Provide a fresh perspective § Listen DON’T § Flyer-style invitations § Lack of access to VPs & above § Only marketing spokespeople § Avoid tough conversations 10
- 11. ADDITIONAL THOUGHTS CONSIDER THE FOLLOWING…. § Give them a place to go for information § Take photos, share photos § Talk & talk often § Consider NDAs § Pre-event surveys / post-event surveys § Consider purpose of engagements § Quality over quantity § Take it to the community 11
- 12. THANK YOU CARLI MCKINNEY @carlimck linkedin.com/in/carlimckinney 12
Notes de l'éditeur
- Set the stage for what HDS influencer relations is about… there are several types. Here to talk to you about what is working for us and where we plan to goHDS wasn’t thereConvos happening without usNo one had our back, only super users. But even they mentioned we weren’t therePercentage increase – Remarkable basically went from zero to 100 on all counts. Rather than tell you 400% in one year, we’re regularlly engaging with these folks. VSP technical deep dive – not offered anywhere else. Coincided with launch
- The real measurement or testament for our program was the understanding these guys gave to us and our products.
- Social ChannelsThe obvious channels – FB, Twitter, LI, Slideshare, G+The not so obvious – smaller fanboy groupsThey’re there… but are you?
- Use a combination of algorithm-based influence measurement tools and services. These include Radian6, Klout and WeFollow. Since these services produce influence rank based on a combination of reach, amplification and network, the scores are useful data points. We assign weight to each of the factors above and the influence service scores to determine relative influence in the context of HDS’s audience, market and program objectives.
- Influencer Summit: Dinners with execs – Jack Domme, Randy, Mansfield, CMO, Special tracks for each All the decks available for attendees. Since they were sensitive couldn’t post them publically, but we had them protected and allowed all attendees access
- Give them a place to go for informationWhen you have an event, make sure there’s a landing page, event if its not a large eventTake photos, share photosTalk & talk oftenConsider NDAs Pre-event surveys / post-event surveysWhat’s the news? What’s the angle? Quality over quantity Take it to the community