On March 17, 2011 the Influencer to Advocates panel was held at the BrightTALK offices in San Francisco. Here is the video of the event.
Don’t miss the first Think Influence event of 2011! Our members voted for an event on who is an influencer and how do you attract them. Here it is!
- Don Bulmer, VP, Influencer Relations, SAP
- Mike Fauscette, GVP, Software Business Solutions, IDC
- Guy Kawasaki, Co-Founder of Alltop and author of the newly released book, Enchantment
- Moderated by Barbara French, co-founder of Think Influence.
Attend the event in person at the BrightTALK offices in San Francisco and pose questions throughout the panel - register at http://go.brighttalk.com/evite.html
Or, attend remote via the live interactive webcast & tweet your questions/comments - register at http://www.brighttalk.com/webcast/24993
When: Thursday, March 17
Registration / doors open: 7:15am
Roundtable: 8:00am - 8:45am
Networking Breakfast: 8:45am - 10:00am
“Influencers to Advocates”
Social media has enabled business professionals to quickly grow large spheres of influence in targeted industries. These power users hold the key for marketers trying to gain access to their niche audiences. The question is how to identify who the key B2B influencers are, how to rise above the noise to capture their attention, and how to encourage them to become advocates for your brand. Hear from these influencers themselves as they present live from the BrightTALK San Francisco office sharing what attracts them and learn how you can influence the influencer to become a brand advocate.
PLEASE HELP SPREAD THE WORD!
We wish to thank BrightTALK, graciously co-producing and videocasting this event. Interested in sponsoring? Contact me.
Not yet a member? Join Think Influence on LinkedIn.
Social media has enabled business professionals to quickly grow large spheres of influence in targeted industries. These power users hold the key for marketers trying to gain access to their niche audiences. The question is how to identify who the key B2B influencers are, how do you rise above the noise to capture their attention, and how do you encourage them to become advocates for your brand.
On March 17th, join me for a live streamed event where you’ll hear from Don Bulmer from SAP, Guy Kawasaki from Alltop and Michael Fauscette from IDC as they share what attracts them and learn how you can influence the influencer to become a brand advocate.
WHEN: March 17, 2011, 8:00-8:45am PDT. Also available for replay.
Participate from anywhere, by watching the live streamed video webcast and posting questions/comments via Twitter. Or watch the replay. Register at http://www.brighttalk.com/r/kZS
Attend onsite in the panel audience or for a breakfast reception afterwards with the panelists. By invitation only. Space is limited. Join the Think Influence group on LinkedIn to request an invitation.
Don Bulmer, Vice President of Global Communications, SAP AG
Guy Kawasaki, Co-founder, Alltop
Michael Fauscette, Group Vice President, Software Business Solutions, IDC
and moderator Barbara French, President & Managing Editor, Tekrati & Co-founder Think Influence
Free, however registration is required for the live webcast and replays. Onsite event is by invitation only.
Contact me for info on sponsoring Think Influence events. Contact BrightTALK for sponsoring their Social Media Marketing Summit.
This event is a joint production of Think Influence and BrightTALK. Think Influence is a grassroots community of peers discussing the role of influence in business.
Succeeding in influencer relations requires a skill most often associated with sales and HR: schmoozing. Don’t think for a minute that business networking is best left to the natural-born schmoozers. Most of us spend a good part of our day working with information or brainstorming on strategy or listening in on conference calls. Telecommuting is further rooting us in our time- and place-shifted comfort zones. When you think about it, there’s little wonder that one-to-one networking can feel awkward.
One of my favorite series of tips comes from Guy Kawasaki, in a post he wrote back in 2006:
1. Understand the goal: discover what you can do for the person you’re meeting.
2. Get out: schmoozing requires practice, and networking requires situations where you can meet new people.
3. Ask good questions, then shut up: the point is to spend more time listening to earnest conversation, less time talking.
4. Unveil your passions: avoid coming across as a one-dimensional poster child for your job or company.
5. Read voraciously: being well informed is a good way to contribute to any conversation.
6. Follow up: email within 24 hours.
7. Make it easy to get in touch: no point meeting people if you don’t give them your contact details.
8. Give favors: pay it forward.
9. Ask for the return of favors: let people reciprocate the favors you grant.
I was reminded of every one of these points the last time I met with Ray Wang. He wove all of these into the course of our conversation and ended with a simple (and stunning) question: “So Barbara, tell me, what can I do for you?”
You can read Guy’s entire piece here: The Art of Schmoozing.
Imagine you’re the marketing lead at a small company and you’re gearing up to launch a product, service, or even the company. One morning, the CEO informs you,
“The marketing budget is now $0, and we will figure out a way to get to market.”
That’s one of 6 things that CEOs of small companies and start-ups should be saying to their employees this year, according to Guy Kawasaki.
Guy’s advice speaks to the heart of what’s been going on in tech marketing lately. We’re seeing some changes in C-level thinking about marketing spend. It’s not the usual knee-jerk reaction to a tech recession, such hacking away at marketing budgets and staffs. It even goes beyond the dreaded zero-based budgeting maneuver.
Company leaders are looking for entirely fresh thinking. They want more effective programs for generating sales leads or reducing cost of sales.
In the article, Guy points directly to using social media to get to market. There’s much merit in that.
I would add that it’s vital to start by identifying the people making and influencing purchase decisions. Then use social media to the extent that it makes sense as a way to engage with them.
Otherwise, you run the risk of using social media as a trendy replacement for traditional mass communications.
And that won’t deliver a good return… not even on a $0 marketing budget.
Bloggers scowl at IT industry analysts for many reasons. My top grievance with the analysts is boredom. I find the presentation of research more and more dull. How about mixing in a little YouTube magic with those statistics? Instead of webcasts and videos letting us watch analysts, how about videos letting us watch analysts do some research? Guy Kawasaki’s recent “Next Generation Insights” panel for the Churchill Club is a great example of what digital video could do for industry research.
He put together a small panel of “millenials” and asked them about media, advertising, mobile technology and communication preferences. He used digital video, veotags, and blogging to capture, document and discuss. The result is irresistible – and you can’t do this with a report, text blog or even photos. He lets you be a part of the experience. He lets you draw your own conclusions.
I see this as an example of how a simple combination of digital technologies could transform our collective experience with tech industry research.
For example, how about using this to supplement research reports and summaries. Trade in some talking head footage of analysts for footage of actual target decision makers and customers answering questions or debating among themselves over a sticky point.
Online video could also take industry research much deeper into much smaller market segments. Consider the possibilities for re-inventing focus groups, based on digital production and distribution economics.
At the risk of going overboard, digital video might inject some differentiation into analyst-hosted IT peer groups.
My point is that digital and social communications tools give us new options for exploring the human side of selecting and using technology. I think it’s a shame to use these tools just to talk about research — why not make them part of the research? Incorporating digital video and audio into the very fabric of research may be one way to make it more interesting and more credible.
By the way, here are the disclaimers: Guy Kawasaki is not an industry analyst. His panel was not meant to be a “scientific” research study — it was a panel. He did not suggest in any way that what he was doing could relieve my growing boredom with research reports and whatnot.
Read his blog, watch the Churchill Club video: Is Advertising Dead?.
Reprinted from Tekrati