Many people think that an influencer engagement strategy involves spending massive amounts of money into paying influencers for some type of collaboration. For consumer brands, this is usually the case because most influencers won’t do anything for free.
This is an example of a really smart influencer engagement from a well known tech brand here in Silicon Valley.
Robyn leads communications at Dynamic Signal, which is a workplace communications software platform.
We talked about everything from our sanity, lack of Clorox wipes to what it’s like working remote and how that may affect business. This was on April 17th.
Then last week, we both get tagged in a tweet by a company called WalkMe that read:
Hey @Britopian we found your conversation with @robynhannah super insightful, particularly the part about employee engagement! We shared a couple of our best practices for engagement & to boost our team productivity. Let us know what you think!
This was on Cinco De Mayo … or May 5th for those of you who struggle with Spanish.
I don’t consider myself an influencer, but I thought this was an interesting influencer engagement. I was curious why it took them three weeks to say chime in. So I clicked through to the blog post because I thought perhaps that maybe they wrote the blog post based on the conversation between Robyn and I.
And if so, I can understand why it would take some time if they were writing long form content. But that wasn’t the case. The blog post was written last June by, well, I’m not because there’s no name.
Now I have heard of WalkMe .. I think I’ve seen a few billboards on 101, but I always assumed it was company in the Unified Communications space.
After some initial research, I realized I was thinking about TalkDesk.
You might understand my confusion, right?
WalkMe — TalkDesk: Both home pages say something very similar about ensuring business continuity.
But I digress.
The situation with WalkMe and their influencer engagement with Robyn is what I would call organic influencer marketing.
I am certainly not saying I’m an influencer because I am not, nor am I fan of people claiming they are influencers – I think that might be a different episode.
But I applaud their approach because now I know that WalkMe is a company that sells HCM/CRM and ERP software. I didn’t know that before and now I do.
And to WalkMe: now that I am on your radar, I’m not really interested in buying your software because that’s not what I do. But I do know a lot about your buyers. So if you ever need an agency partner to help navigate your B2B influencer program, please give me a call.
What is an influencer engagement strategy and how do you do it effectively?
Well let me tell you. Organic influencer engagement combines data & analytics with content and storytelling that positions your brand at the center of relevant conversations with people that matter.
And it’s free. Well kind of.
Its free in that you aren’t paying influencers but if you are working with an agency and using paid media, well that costs money.
Before I tell you what it is, let me tell you what it isn’t.
It’s not going to Twitter once a week and liking, commenting and retweeting a few journalists. That’s not a bad thing but my 10-year-old niece can do that.
And it works like this.
- Use influencer intelligence to find the right influencers.
- Add the influencers to a real-time influencer panel. Think of a listening panel as a custom search engine. You type in a query and the results yield what your influencers are talking about.
- Do the basics. Do what my niece can do. Like, comment, share and RT influencer content.
- Activate the content engine. Be ready to create digital assets the minute you spot an opportunity — animated gifs, videos with animated graphics,
- Paid media. Don’t be stingy with promoting content. I don’t care if you “work in PR” and don’t do paid me. This is 100% necessary. It’s non-negotiable.
Activating the content engine is much easier said than done. I like to remind people that organic social media is long gone. Nobody looks at that content. Nobody sees that content. That content does not perform at all. If you replace that approach with real-time influencer engagement and use creative content to do so, you will see the metrics on that content skyrocket.
Just because an influencer engagement strategy is organic doesn’t mean it’s free. The investment in research, and creative content is necessary to make this happen. And that costs money but should be an integral part of your B2B brand strategy.
And that’s it. Hope you enjoy this video on organic influencer marketing and good luck. Enjoy the video and subscribe to my Youtube channel to be the notified when new videos are added.