Megan Conley (Founder + CEO, Social Tribe) and Ursula Ringham (Head of Global Influencer Marketing, SAP) take the stage at the 2019 Social Media Strategies Summit in NYC to break down 10 lessons they've learned in years of experience managing B2B Influencer Marketing programs at the enterprise level.
2. @ursularingham @megconley www.social-tribe.com/smss19
Who Are We?
Ursula Ringham Megan Conley
Social Tribe, CEO
@megconley
Social + digital expert, entrepreneur, yogi, world
traveler, leading with empathy, customer
experience advocate
Global Influencer Marketing, SAP
@ursularingham
Storyteller, author, influencer marketer, digital
innovator, social media maven, champion of girls
education, outdoor sports freak
@ursularingham @megconley
3. @ursularingham @megconley www.social-tribe.com/smss19
What is SAP?
Systems, Applications, Products
• Market Leader in enterprise application software
• € 23 billion revenue, 460K customers,
96K employees, 46 yrs old
• The “S” in SAP doesn’t stand for SEXY
@ursularingham @megconley
4. @ursularingham @megconley www.social-tribe.com/smss19
What is Social Tribe?
Social Engagement Agency
• Specializes in social, content +
influencer marketing for enterprise brands
• Started in 2009, female owned and operated with
teams across North America
@ursularingham @megconley
5. @ursularingham @megconley www.social-tribe.com/smss19
Disclaimer
All knowledge, no pitch. I promise
Use the hashtag #SMSsummit and
take lots of good photos #kthanks!
Ask questions! We’re friendly J
@ursularingham @megconley www.social-tribe.com/smss19
More goodies! www.social-tribe.com/smss19
6. @ursularingham @megconley www.social-tribe.com/smss19
What Is An Influencer?
Trusted voices
influencing buyer decisions.
A person with the ability to influence potential buyers of a product or
service by promoting or recommending the items on social media.
@ursularingham @megconley www.social-tribe.com/smss19
7. @ursularingham @megconley www.social-tribe.com/smss19
What is
Influencer Marketing?
A tactic to reach new
and diverse audiences
Discover and build relationships with a
community of trusted influencers. Design a
program around the best influencers to
collaborate with to tell your story, build
awareness and create demand.
www.social-tribe.com/smss19
9. @ursularingham @megconley www.social-tribe.com/smss19
Leadership buy-in / sponsorship
Map out priorities for the year
Design a programmatic approach
How will your measure success? What does success look like?
Budget + resources
Flyin’ Blind Ain’t Fun1
@ursularingham @megconley
15. @ursularingham @megconley www.social-tribe.com/smss19
Be Selective
Choosing the right
influencers can make or
break your program.
4
Brand values - what do you stand for?
Influencer value - what do they bring to the table?
Homework - review profiles, set up interviews, etc.
Be selective in who you
work with.
17. @ursularingham @megconley www.social-tribe.com/smss19
Play Out the Scenarios5
Worst case scenario
What could go wrong?
Best case scenario
What could go great?
Partnership / collaboration expectations
Legal + compliance requirements
Scope of work + contracts
19. @ursularingham @megconley www.social-tribe.com/smss19
Dot Your I’s and Cross Your T’s6
Compliance
Put resources in place to ensure
GDPR + FTC endorsement
requirements are being met
Contracts
Reduce liability with legal
agreements and contracts
(organic + paid)
Negotiations
Be upfront when talking to
influencers about requirements
and compensation
@ursularingham @megconley
21. @ursularingham @megconley www.social-tribe.com/smss19
Avoid one-hit wonder focus on
building long-term
partnership
Good Vibes Only7
Go the extra mile
to invest in strong, positive,
mutually beneficial
relationships
Establish open lines of
communication and feedback
23. @ursularingham @megconley www.social-tribe.com/smss19
Let Go of Control8
Influencers aren’t zombies that you can control
Their super power is their authenticity + credibility
Empower them to tell your story,
through their lens
@ursularingham @megconley www.social-tribe.com/smss19
25. @ursularingham @megconley www.social-tribe.com/smss19
Make it a conversation:
have a 1:1 conversation and explain why
you’re ending the collaboration
Breaking Up Is Hard To Do9
Remember: influencers are affiliated with your
brand, it’s in everyone’s best interest to part on
the best terms possible.
Back it up:
Provide specific feedback and/or examples of
why your partnership hasn’t been successful
or where it’s been breached
Close it out:
Collect all relevant documentation / IP (if
relevant) and written confirmation ending the
partnership
27. @ursularingham @megconley www.social-tribe.com/smss19
Never Stop Learning10
Test: using technology and data
to determine what’s really working
(and what’s not)
Learn: as your program evolves,
keep experimenting and testing
new ideas
Iterate: don’t be afraid to evolve
with your program, let the data and
influencers guide your success!
28. @ursularingham @megconley www.social-tribe.com/smss19
More Goodies!
Ready to start or your Influencer Program? Get a better gauge of where your company’s influencer
marketing program stands, and what your next steps should be. www.social-tribe.com/smss19