In his SocialMedia.org case study presentation, HPE's Ted Sclavos explains how they implemented a BtoB influencer marketing strategy to bring new voices to digital conversations and drive preference for HPE enterprise software products.

1. MEM
BER MEETIN
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40
SOC
IALMEDIA.
ORG
Hewlett Packard Enterprise
Ted Sclavos
The dating game of BtoB influencer
marketingLearn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 40
Los Angeles
7-26-2016

2. of B2B Influencer Marketing
Ted Sclavos - Digital Marketing, Hewlett Packard Enterprise
@tedsclav
The Dating Game

4. 86% 57%
of B2B buyers use
social media in their
purchase decision
process1
of the buying process
is complete before a
sales rep is called2
1. Source: IDG Connect: Connecting Conversations To Content, 2014
2. Source: Corporate Executive Board
3. Source: Nielsen
92%
of people trust
recommendations
from individuals over
brands3
Why you should play matchmaker
@tedsclav

5. An influencer has the ability to change behaviors
or impact purchase decisions in a given context.
Influencer marketing aims to harness the influence
of key individuals to meet a business goal by
building mutually beneficial relationships.
@tedsclav

6. Prioritize
Listen &
Engage
IdentifyFocus
5 steps to begin the influencer dating game
Measure
@tedsclav

7. Focus
What is your brand looking for? Date and see what happens? Marriage?
Which keywords are you interested in? Your SEO team will love you.
Who will you match with influencers? If you’re not a subject matter expert, find some!
@tedsclav
Build an influencer marketing Cosmo quiz

8. Find your prospective influencers Identify
Reach
Relevance
Resonance
@tedsclav
You should work with this influencer.

9. Tier 1: thought leaders
High relevance, high resonance, high reach
Tier 2: community leaders
High relevance, medium/high resonance, medium/high reach
Tier 3: active participants
High relevance, low/medium resonance, low/medium reach
PrioritizePicnic in the park or 5-star restaurant?
@tedsclav

10. Program
Lead
Social
Lead
Subject
Matter
Experts
PR/AR
Partner
You can’t go on a date without talking to your squad, right? Engage
@tedsclav

11. Engage &
Listen
Pitch event speaking opportunities
Partner to create original content
Invite to event as an influencer or blogger
Pitch guest blogging
Engage, retweet, like, comment, ask!
Amplify their content
Inform your content creation/curation
@tedsclav

12. Brand mentions by influencers Content creation opportunities
Engagements with our content 1:1 follower relationships
Obsess over what went well, what didn’t Measure
@tedsclav

13. HPE Big Data Predictions Panel
Snackable snippets
Amplification by influencers
Supplemental content
Become Facebook/Twitter/LinkedIn official
@tedsclav

14. @tedsclav
… so here’s a big kiss to hold you over!
18
25
25
25
34
57
63
72
100
Jan '14 Apr '14 Jul '14 Oct '14 Jan '15 Apr '15 Jul '15 Oct '15 Dec '15
Influencer Marketing Interest – Jan ‘14 – Dec ‘15
*Interest is a relative % of the highest valueSource: Google Trends
The dating game is getting more competitive …

15. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
MEM
BER MEETIN
G
40
SOC
IALMEDIA.
ORG
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 40
Los Angeles
7-26-2016