This week marked the very first Wing Digital Marketing, InfluenceNow Twitter Chat (#InfluenceNow).
For our inaugural conversation Tom Augenthaler and I choose to focus on an area we specialize in, B2B Influencer Marketing.
The chat takes part weekly, Thursdays, 4pm UK time, 10am Central USA, and 12pm Brazil (that’s where I reside) and allows participants to drop-in and out of the chat as they please.
Twitter chats average 6-8 questions and, as you can see here, the content derived from such an activation can be repurposed and shared across other channels, case in point here, I simultaneously shared the questions on the Wing Digital Instagram account in the form of Stories, and also, in a trial, as a video on TikTok.
Prior to the day, #InfluenceNow promotional videos were created and shared across the above channels, and additionally, as this is primarily a B2B topic, on LinkedIn to my 10,000+ followers.
We contacted a number of friends, colleagues and topic-relevant individuals through Direct Message (DM) to encourage attendance and contribution, and as to avoid confusion while posting questions and answering too, we utilised Buffer, to schedule promotional material and questions.
Q1: What does good brand awareness look like?
Q2: What ways do influencers help build brand affinity?
“In my career, I have worked with influencers to help amplify our key value props by providing outside ‘real-life’ perspective on a topic that we are looking to own by giving a personal and expert face to a topic.” Paul Dobson.
Q3: How do you measure success when building brand affinity with influencers?
Q4: What methods can you work with influencers to drive leads?
Q5: How do you identify potential influencer collaborators?
“Ideally, it depends on the strategy and the goals – if you are looking to influence people in an adjacent market look at somebody who can help you bridge that, ensuring you have done due diligence per
Q6: How much time do you dedicate to influencer/brand alignment?
Q7: In-house or Agency…how do you run your influencer programmes?
“Ideally, the program is “always on” so the brand can build relationships with the influencers. Running short term campaigns is fine for product launches.” Tom Augenthaler.
“It needs to be a split, because you need to be able to invest in the relationships, and not sure vendors are ready to invest in that many internal resources, but you do need an internal person to be the brand, even if the agency works with their own contacts #influencenow.” Paul Dobson.
Q8: Can B2B …be fun? – share examples of your favs.
“Absolutely – you have to have faith in your content and a sense of self-deprecation. Strong B2B social comes from a love/hate relationship to what people see – meh is the kiss of death. We did something about the #DaaS market recently, and it was a lot of fun.” Paul Dobson.
Well, this brings us to the end of our first twitter chat review.
If you found this blog post useful, let us know in the comments and don’t forget to tune-in for Week 2 #InfluenceNow Twitter Chat @djwing_wing.