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What is an example of how a b2b marketer would leverage social influencers?
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Relevant Influence - Discovering and Engaging with Influencers for Effective Social Marketing
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2 Answers
The Eloqua / JESS3 "Social Media ProBook" is an example of leveraging social infuencers. It was a crowdsourced asset -- 20 influencers each contributed content. It was a networking process -- 20 influencers all interacted with one another. It was a rewarding experience -- 20 influencers all received an avatar of themselves (no cash, cash value). And it was fun. Everyone had fun.
See here: http://blog.eloqua.com/social-media-probook/
-Joe Chernov / @jchernov / Eloqua
This is a great question, and one for which we are very interested in hearing other people's answers - as we have yet to see a viable (read: cost effective) model. We have tested social media marketing ancillary to our B2B telemarketing campaigns several times, and found it to be either spectacularly expensive, or spectacularly ineffective. We have found that "social influencers" always have their own agendas, and (usually) their own things to sell. Acting as an agent for some other business is the last thing on their minds. For most companies looking to leverage social media influencers, you generally have to partner with one (by compensating him or her) in order gain leverage and exposure. They won't do it out of the goodness of their hearts.
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