Influencer Marketing in B2B (as in Back To Basics) With @markwschaefer

Influencer marketing is getting big. Here and there, a lot of noise is made about instagram influencers and suchlike. With sponsored posts reaching a €2,000 pricetag in France and up to £75,000 in the UK, “influence” is becoming big business indeed. Even though some marketeers are still wondering whether what they are doing is the right thing and besides some people are trying to abuse the system.

Less is known about B2B influence strategies and much can be learnt, including for the above-mentioned marketeers, from some of the very elaborate influence strategies developed for B2B and especially in the high-tech world. In B2B, it is hard to cheat. Influence is built upon business practice and knowledge, not on hearsay. B2B is also conducive to more long-term, in-depth strategies and ethics is key. This, in my mind is the cornerstone of any good influencer marketing strategy. To prove this point I have interviewed Mark Schaefer who recently co-authored a White Paper with Traackr’s Evy Wilkins entitled “The Rise of Influencer Marketing in B2B Technology”.

the rise of influencer marketing in B2B technoogy

In this interview recorded over Skype from Mark’s home in Tennessee, the famous blogger and author has covered all the most important aspects of influencer marketing and provided tips which, in my mind, are useful to all kinds of marketeers who want to get involved in similar projects, be they in B2B or B2C marketing.

I’ve got a few questions for you about a white paper you co-authored with Traackr, which is entitled “The Rise Of Influencer Marketing In B2b Technology”. Are technology companies ahead of the bunch?

As far as the people I talked to are concerned, they really are. In fact, it was quite inspirational to me. Because like you I’ve been working in the influencer space for a long time. I wrote an early book, maybe the first book on social influencer marketing that was published in 2012, so I’ve been keenly interested in this and I’ll tell you it was so inspiring to hear how sophisticated this has become and how integrated this has become into mainstream marketing strategies. This was a very energizing exercise for me. Read more

Brands on Social Media: “Start With Strategy, Not Listening”

exclamation-smallToday’s selection is my friend Dominique Lahaix’s piece on Ecairn’s blog. Ecairn is a leading social media influence measurement and management tool, primarily aimed at gauging influence and building networks of bloggers in a co-creation spirit. In that piece, it seems that Dominique is leaning towards my vision of Digital Media (and Social in particular) , and advises brands to start with Strategy (vs. listening, engagement and all the trappings which are only technical and therefore should only come second). As a reminder I have reposted the video of my presentation at Atlanta in 2009 in which I was explaining just that. Sometimes, being too much of  a visionary means that you have to wait for years for the mass to come to your conclusions; but this is a flaw which I am prepared to take like a man.

Why should Social Marketing restart with strategy | Influencers & Community Marketing (by Dominique Lahaix)

Wherever we look, we find evidence that Brands get limited value from Social Media:Here is an article mentioning that out of 5000 top Youtube Chanels, only 2% are brands.and here is Chris Heuer post:  Social Business is Deadand another excellent one from Augie Ray: What if everything you knew about social was wrong.

My 2009 SMBC presentation at SocialMedia.org on Vimeo.

The main thing is that most marketers approach Social as just an extra channel to promote products and services defined … when social media did not even exist and with the same techniques and metrics as before.But there is more into it, provided that marketers can challenge what used to know and really digest the paradigm shift that Social Media has brought to business, marketing and sales:

via Why should Social Marketing restart with strategy | Influencers & Community Marketing.

Klout Scores: Moveable Goalposts!

today’s selection is …

Today’s annoying announcement by Social Media influence analysis tool Klout. I suddenly discovered that my score had been significantly downgraded to 52 and the “specialist” category, all down from 65 or 67 and the “broadcaster” status. I then realised that all users had been downgraded too. To top it all, I also realised that all the history of my Klout score had been changed, in George Orwell fashion, like rewriting History. How do you want a serious Exec to believe in such a farce? Making things more accurate is one thing, rewriting historical data is another. I believe that one day – soon – I will stop visiting the Klout portal. “A more accurate score”: this must be a joke!

A More Accurate, Transparent Klout Score « Measuring Online Influence: The Official Klout Blog

A More Accurate, Transparent Klout Score

October 26th, 2011 by Ash Rust

Today we’re releasing a new scoring model with insights to help you understand changes in your influence. This project represents the biggest step forward in accuracy, transparency and our technology in Klout’s history. Joe shared the full vision behind these changes in his post last week.

Influence is the ability to drive action and is based on quality, not quantity. When someone engages with your content, we assess that action in the context of the person’s own activity. These principles form the basis of our PeopleRank algorithm which determines your Score based on:

how many people you influence,

how much you influence them and

how influential they are.

We analyze 2.7 billion pieces of content and connections daily. Reaching this scale, we’ve introduced significant upgrades to our platform, allowing us to handle this explosive growth. Now, we can add more networks and other sources of your influence much, much faster.

Insights help you understand why your Score changed. Each day, you can see which subscore and people in your network caused that change. You can also view insights on your friends’ profiles.

via A More Accurate, Transparent Klout Score « Measuring Online Influence: The Official Klout Blog.

Twitter: influencing online purchasing behaviour

today’s selection is…

Dephine Rémy-Boutang’s blog post on comparing influence on online purchases by Facebook and Twitter, in which Twitter is said to be more influential than Facebook. Delphine’s posts refers to The Summer 2011 Online Shopper Intelligence™report was put together by Kanta Media from a survey of 2,574 online purchasers between July 14 and August 8, 2011.

Twitter influences more consumer purchases than Facebook – Controversial? « Social Business Strategies

Twitter is more influential than Facebook when it comes to influencing purchases according to a study conducted by Kantar Media Compete as part of their quarterly Online Shopper Intelligence Study

35% of respondents said their Twitter feed has been influential or extremely influential on their purchase decisions, while only 23.5% percent of Facebook users said the same.

via Twitter influences more consumer purchases than Facebook – Controversial? « Social Business Strategies.