social influencer relations building trust & long-term...

Social Influencer Relations – Building trust & long-term mutual value Konstanze Alex-Brown Corporate Social Influencer Relations, Dell @Konstanze

Dell - Restricted - Confidential

What’s an influencer? It’s not a pitch, it’s a person!

@Konstanze

WHY? People trust people… not logos

$6.5 to 1

For each dollar spent on influencer

marketing, businesses make $6.50; top

13% earning $20+

Tomoson

77% B2B buyers say 3rd

party content is most

valuable during

buying process

Demand Gen 2016 Content Preferences Survey

3% of people

generate 90% of the

impact online

Traackr

B2B buyers start

purchasing process with

a referral

LinkedIn

84%

@Konstanze

HOW? Get to know each other...date!

For each dollar spent on influencer

marketing, businesses make $6.50; top

13% earning $20+

Tomoson

Goal-based

influencer

identification

process

Building,

evolving,

maintaining

the

relationship

Constantly

assessing the

value

@Konstanze

5 Dell - Restricted - Confidential

Celebs

&

visionaries

Thought

leaders

Peer influencers

Up-and-comers

Brand advocates

WHO? Connected, smart...with cred

@Konstanze #B2B

SI: Thought

Leader

Peer

Influencer

Large annual

customer event

Invitation

Small group

Discussions

Executive

Briefings

Solution

Blueprint Review

Program Launch

&, Product

Launch Support

Think Tank,

Thought

Leadership

Customer

Acquisition

Starting the relationship: presenting Dell’s strategy and the value proposition of a relationship with Dell

Deepening the relationship: confirming common interests, POVs

Cultivating the relationship: opening the door to strategic alignment and collaborative efforts

Trusting the relationship: consulting on market vision and strategic directions

Endorsing the relationship: presenting an aligned vision to customers, partners and social networks

The ROI of the relationship: jointly influencing others through thought leadership discussions

Building the Value of the Relationship

@Konstanze #B2B


IoT

Large annual

customer event

Invitation

Small Group

Discussions

Executive

Briefings

Solution

Blueprint

Collaboration

Program &

Product Launch

Support

Thought

Leadership

Think Tank,

Customer

Acquisition

Starting the relationship:

Event Mktg, Digital Mktg, Brand, AR, PR

Deepening the relationship:

BU Mktg, AR, PR

Cultivating the relationship:

BU Mktg, AR, PR

Endorsing the relationship:

BU Mktg, AR, PR

Trusting the relationship:

BU Mktg, Brand, AR, PR

The ROI of the relationship:

BU Mktg, Event Mktg, Digital Mktg, Brand, AR, PR

Collaborating to make it work

@Konstanze #B2B

SI: Thought Leader Peer

Influencer

8

Pre-event

Calendar holds to social

influencers

Official invitations

Event news updates, incl.

#hashtag & announcements

packaged for sharing, build

buzz

Connect social influencers via

private Twitter lists, promote

social influencer experience

plan

During event

Social Influencer welcome event

and ‘social compass’ for event

Interviews

Podcast

TweetChat

Live video reporting

Post event

Post DellEMCWorld content sharing

Dell YouTube Channel

How to start? Create a Social Influencer Experience

@Konstanze


Come again?

Identify your audience and influencers who can inspire decision making

1

Build deep, shared-value and trust-based relationships with core influencers over time, which lead to ROI

2 Develop an intimate, top tier influencer program; build authentic, mutually-beneficial and PR-led partnerships

3

@Konstanze #B2B

#TY

@Konstanze


Measuring Success

Awareness

Advocacy

Influence

Brand equity

Lead gen

Goals


Alignment on audience

categories & outcome

expectations

Internal cross-team

collaboration

Mutual interest and

shared value (Dell

and influencer)

Integrated, trust-based

and

long-term relationship

Keys to success

social influencer relations building trust & long-term...

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