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MarTech: Top 100 Influencers and Brands - Onalytica

MarTech: Top 100 Influencers and Brands - Onalytica | The MarTech Digest | Scoop.it
An exhaustive list of the top 100 global MarTech influencers & brands driving the most engagement in 2017
CYDigital's insight:

Hey, did you see who's #3?  Huh? Didya? Yup: yours truly. You know why? Because of you and your colleagues! THANKS!

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

 

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The Big Directory of B2B Influencers - B2B News Network

The Big Directory of B2B Influencers - B2B News Network | The MarTech Digest | Scoop.it
1. Online Community Influencer Index

http://www.b2bnn.com/2016/04/online-community-influencer-index/

2. B2B Influencer Index

http://www.b2bnn.com/2015/12/b2b-news-networks-2015-b2b-influencer-index/

3. Social Intelligence Influencer Index

http://www.b2bnn.com/2016/04/the-2016-b2bnn-top-influencers-in-social-intelligence/

4. HR Influencer Index

http://www.b2bnn.com/2016/02/introducing-b2b-nns-2016-hr-influencer-index/

5. Big Data Influencer Index

http://www.b2bnn.com/2015/09/the-top-10-big-data-influencers-you-need-to-follow-on-twitter/

6. Marketing Influencer Index

http://www.b2bnn.com/2015/08/the-top-10-marketing-influencers-you-need-to-follow-on-twitter/
CYDigital's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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Top Influencers In B2B Marketing | Marketing Insider Group

Top Influencers In B2B Marketing | Marketing Insider Group | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions. #MarTech #DigitalMarketing

CYDigital's insight:

Did not find: Scott Brinker, Rand Fishkin, Matt Heinz, David Raab, Sirius, Gartner, Forrester. And no one from QuickSprout. C'mon Man!

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40 Expert opinions on running influencer marketing campaigns - Smart Insights

40 Expert opinions on running influencer marketing campaigns - Smart Insights | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

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The Power of B-List Blogging Connections - TechTricksWorld

The Power of B-List Blogging Connections - TechTricksWorld | The MarTech Digest | Scoop.it

marketingIO executes your revenue-generating efforts with the right metrics and the appropriate reports. 

CYDigital's insight:

Makes sense: why chase after the elusive influencer when you can garner B-Listers and gain the same benefits.

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Influencer Marketing Just Hit the Big Time | Convince and Convert: Social Media Strategy and Content Marketing Strategy

Influencer Marketing Just Hit the Big Time | Convince and Convert: Social Media Strategy and Content Marketing Strategy | The MarTech Digest | Scoop.it

iNeoMarketing’s MarTech Managed Services drives more leads faster. Contact us to see how.

CYDigital's insight:

The post also includes influencer marketing via FB. It's a sensible move by Twitter, and you can see a multi-tactic recommendation using this, paid ads, Lead Gen cards, etc.

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Eric Webb | Marketing Executives Network Group's curator insight, March 23, 2015 7:15 AM

Jay is always thinking ahead and the signs are pointing to the need to evolve and develop our influencer network.

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The 8 Rules of Influencer Marketing: How to Find Influencers (& Become One Yourself) | Wordstream

The 8 Rules of Influencer Marketing: How to Find Influencers (& Become One Yourself) | Wordstream | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital's insight:

I've scooped many an article on Influencer Marketing, and the bottom line seems to be: the odds are NOT in your favor, both for reaching and securing Influencers as well as becoming an Influencer. 

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[FREE} Key metrics to reach influencer marketing profitability - Augure

[FREE} Key metrics to reach influencer marketing profitability - Augure | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital's insight:

Behind a quick registration form.

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4 Digital Marketing Strategy Studies: Formats, Trends, Influencers & Engagement - Marketing Land

4 Digital Marketing Strategy Studies: Formats, Trends, Influencers & Engagement - Marketing Land | The MarTech Digest | Scoop.it

Digest...


Social Content Calendar

Marketing Trend Report

Influencer Marketing

Twitter Engagement Unmasked

 

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CYDigital's insight:

A disjointed post that covers these four areas. The one of particular interest, and covered in a scoop yesterday, pertains to the social content calendar: a helpful guide. All the reports are behind a quick registration form (which you have to complete four times to access the four reports, so someone is not using their MAP).

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How a Shift from All SEO to Social & Influencer Content Boosted Page Views by 500% - Top Rank Blog

How a Shift from All SEO to Social & Influencer Content Boosted Page Views by 500% - Top Rank Blog | The MarTech Digest | Scoop.it

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CYDigital's insight:

Not a believer in Influencer Marketing, nor have I yet to see a direct link between social and business metrics, but this is attractive alternative.

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3 Reasons to Kill Influencer Marketing - HBR

3 Reasons to Kill Influencer Marketing - HBR | The MarTech Digest | Scoop.it

Digest...


1. It’s the wrong metaphor. 

The idea of influentials makes intuitive sense because we all know people like the ones Malcom Gladwell described in his book:  “Connectors” who seem to know everyone, “mavens” who possess deep domain knowledge and “salesmen” who have the gift of gab.  We’ve seen how they’ve influenced us, so it seems plausible that they play a role in spreading ideas. Yet social epidemics aren’t local phenomena.  They are long viral chains.  Just because someone might be good at getting an idea across, doesn’t mean that others are more likely to share the idea.  And if an idea doesn’t get shared, it doesn’t travel far.

 

2. Science finds little evidence to support influencer marketing. 

Recent research raises even more serious questions about the influentials hypothesis.  In one study of e-mails, it was found that highly connected people weren’t necessary to produce a viral cascade.  In another, based on Twitter, it was found that they aren’t even sufficient.  So called “influentials” are only slightly more likely to produce viral chains.

 

3. Recent events should remind us how precarious influence is.

But there is another reason to doubt the idea of influentials: recent events and common sense.  We’ve seen powerful social epidemics erupt in the Arab Spring, the Euromaidan protests in Ukraine and the 2004 Orange Revolution that preceded it.  Small, loosely connected groups overthrew powerful regimes.

Now, it hardly makes sense that Hosni Mubarak and Viktor Yanukovych, who controlled the media and the major organs of power, lacked influence or access to influential people.  Yet they were powerless to stop the street protests that eventually brought about their downfall.

 

The fundamental problem with influencer marketing is not that some people aren’t more influential than others, but that there is little, if any, evidence that influencer strategies—other than celebrity endorsement—are viable.

 

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CYDigital's insight:

Ahhhhh....DATA!


This all points to the notion that the degree of influencer marketing success is miniscule relative to the aggregate effort.

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Why Influencer Marketing Works & 5 Tips on Doing It Right - Kapost Content Marketeer

Why Influencer Marketing Works & 5 Tips on Doing It Right - Kapost Content Marketeer | The MarTech Digest | Scoop.it

Digest...


The notion of “influencer marketing” has developed into its own sub-category of digital marketing at large, with an estimated $240 million spent on the tactic each year. Influencers can make a huge impact with small effort, and marketers recognize that truth.

 

As our record-breaking traffic numbers show, one shout-out from an influencer has the unique power to launch a company (or their content) into the spotlight. For smaller companies, these endorsements can make or break businesses, and it feels like a seismic earthquake with rippling effects for the company mentioned.

 

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CYDigital's insight:

Hold that thought until you read the adjacent post!

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How to Influence and Persuade - The Science Bit [Infographic] - B2B Infographic

How to Influence and Persuade - The Science Bit [Infographic] - B2B Infographic | The MarTech Digest | Scoop.it

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Jean Luc lebrun's curator insight, August 25, 2014 1:38 PM

Although this post claims to be based on science, it may seen unrelated to our scientific presentations topic. In actual fact, apart from scarcity, all principles proposed relate to scientific presentations quite nicely. Let's review them and add one principle to the list.

Reciprocity: if you present your contribution as a potential help to the people in the room, or at least an answer to their questions - they will reciprocate by giving what is most precious to you: their attention.

Authority: It does not hurt to establish authority early in subtle indirect ways such as the fame of your sponsors (logo on your slide), of your lab, of your co-authors. You could even weave into your story how long you've been working in this field ... "Six years ago when we ...". It does not necessarily mean your contribution is great, but it shows practical knowledge  and good understanding of the issues in the field.

Consistency: Having the audience accept the need for your paper early in your talk (motivation) is likely to get them to consider your contribution in a better light. Work on that hook slide after your title slide to grab people's attention.

Liking: The difference between a scientific paper and an oral presentation is that there is nobody to like in printed paper. How do you make people like you? Establish commonality of scientific purpose, dress well, smile, keep eye contact, poke scientific fun at your topic.

Consensus: Whenever you can, mention whatever is also observed by others ("in agreement with...", also observed by...")

Intellectual honesty: It is one of the reasons why scientists hedge. They do so with adjectives (apparent), adverbs (possibly), verbs (suggest), modal auxiliaries (would), or expressions (our interpretation, under these conditions). Hedging is common in science. People who are too sure of what they propose irritate the genuine scientist who strives on hunches and uncertainties. A proper amount of hedging during the talk will have a combined "liking" and "authority" effect.

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Why Invest in Influencer Marketing [Infographic] - B2B Infographics

Why Invest in Influencer Marketing [Infographic] - B2B Infographics | The MarTech Digest | Scoop.it

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A Content Marketing Plan for Turning Your Influencers Into Partners - CMI | #TheMarketingTechAlert

A Content Marketing Plan for Turning Your Influencers Into Partners - CMI | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Advanced/ Digest...


Once you have an understanding of the overall influencer journey, you can develop a rhythm to your outreach and a content marketing plan to nurture your influencers.

 

Awareness:

  • Reaching out to your influencer via social media
  • Sharing your influencer’s content on social channels
  • Commenting on your influencer’s blog
  • Attending industry events and professional speaking engagements and introducing yourself personally

 

Interest:

  • Discussing customer stories
  • Providing a demo of your product
  • Requesting a contribution to a content project
  • Sharing existing content assets with a request for feedback

 

Commitment:

  • Co-hosting a webinar
  • Co-creating an eBook, video, or infographic
  • Contributing new content to your blog
  • Submitting a quote or perspective on a larger content asset

 

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FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required!

 

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CYDigital's insight:

I appreciate the author's use of the familiar structure so as to demonstrate how to create a content marketing strategy to reach influencers.

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Influencer Marketing: Top Tactics and Challenges - Profs | #TheMarketingTechAlert

Influencer Marketing: Top Tactics and Challenges - Profs | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Excerpt...


Nearly two-thirds (61%) of marketers say one the biggest challenges of influencer marketing is identifying the relevant persons who can truly help their brand or campaigns, according to a recent report from Augure.

 

More than half (56%) of marketers say another major challenge is getting the attention of influencers and building interest with them via direct interactions.

 

Accurately measuring the ROI of influencer campaigns is an additional headache, with 44% of marketers citing it as a significant challenge.

 

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CYDigital's insight:

If you want to learn more, go here, click on Filter, and search the tag Influencers.

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9 Tools to Discover Influencers in Your Industry - Top Rank | #TheMarketingTechAlert

9 Tools to Discover Influencers in Your Industry - Top Rank | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Summarized...


Here are 9 of many tools that can be used for the initial task of finding influencers aligned with specific areas of subject matter expertise. Several go beyond discovery and also support filtering, managing, engaging, monitoring and reporting.

Traackr

Linkdex

Little Bird

followerwonk

PeerIndex

Buzzsumo

Keyhole

Kred

Klout - Klout for Business provides a service to research, segment and manage influencer lists, engage influencers with a Perks program, and amplify brand messages with native ads.

 

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CYDigital's insight:

Klout was just acquired, so it remains to be seen what their business model and focus will be.

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Productivity Hacks: 60+ Influencers on How to Work Smarter - LinkedIn | #TheMarketingTechAlert

Productivity Hacks: 60+ Influencers on How to Work Smarter - LinkedIn | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

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Tips for Working With Blogger Advocates [Infographic] - Profs | #TheMarketingTechAlert

Tips for Working With Blogger Advocates [Infographic] - Profs | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
Public Relations - Want to work with blogger advocates to spread the news about your brand? Here's what you need to know.


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Influencer Marketing: How Google Will Change The Game - MarketingLand| #TheMarketingAutomationAlert

Influencer Marketing: How Google Will Change The Game - MarketingLand| #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Intermediate/ Excerpt...


The growth and adoption of influencer marketing will also be driven by Google and their plans to roll out advertising based on Google+. I think this could dramatically escalate the evolution of this channel into a core discipline.

 

In a patent entitled, “AdHeat Advertisement Model for Social Network,” Google reveals that their new advertising model won’t be based on keywords and the same old sidebar ads we’ve grown to hate on sites like Facebook, etc. Instead, the new model will capitalize on influencers.

 

Filed in 2009, and updated in 2012, the patent indicates that the new model will enable brands to target influential people on Google+, offering them a revenue share in return for advertising/pushing content to their followers on behalf of a brand.

 

In other words, while Facebook continues to display ads onto smaller screens, Google is connecting brands with influencers who will be paid to distribute brand content. This is the very heart of influencer marketing, and is probably the biggest marketing opportunity of this decade.

 

On the organic side, influence has already begun to erode long-standing SEO practices. Today, there is a growing importance on “who” is sharing you content, while on-page keyword optimization and in-bound links take a back seat to social sharing.

 

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CYDigital's insight:

Google+, in 2014, will make significant strides in remaking the social media environment, and here's yet another example. Embrace Google+.

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3 Tools for Finding Influencers on Social Platforms | TopRank | #TheMarketingAutomationAlert

3 Tools for Finding Influencers on Social Platforms | TopRank | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
Read about three tools that are designed to help you find influencers on Twitter, LinkedIn and Google+ and see some of our favorite features about each one!


Intermediate/ Digest...


For Twitter: Followerwonk

The tool, which delves deeply into Twitter analytics, can show you things from who your followers are and where they’re located to when they tweet, what keywords are used most often by your followers (or those you follow), who you’re following relative to someone else, and when your most active hours for retweets are. Finding influencers is made easy by the search Twitter bios function. Enter a keyword – a product name, a topic, an industry, whatever seems relevant – and Followerwonk generates a report for you of everyone who uses that term or phrase in their Twitter bio.

 

For Google+: Circle Count
Designed to help you understand Google+, the homepage of the tool shows popular categories like: people with highly engaging content, most followed profiles and pages, and today’s cream of the crop which highlights interesting profiles. All of the categories are great places to look for inspiration and creative ideas. Feature we really like: the profile also shows how many public circles the person has been shared in. Taking it one step further the Circle Count reports who shared, the number of followers they have, the date of the share, how many users are in the circle they shared to, and how many comments, reshares and +1s the share received. That feature is a great way to identify the influencers that are engaging with your content and have a noticeable interest in that topic. You can click on any name in the author column and be taken to their Circle Count report and follow their page from there.

 

For LinkedIn: Influencers Program
Launched a little over a year ago, the Influencer Program on LinkedIn allows thought leaders to share their original content directly with LinkedIn users. Users in turn can follow influencers to read and interact with their content, along with sharing it with their own networks.

 

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NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.

 

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CYDigital's insight:

LinkedIn's Influencer is a stretch, and I'd tackle the other two before tackling LinkedIn (which I think you'll find to be a waste of time).

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Balance Trust With Targeting In Social Reach Marketing - Forrester | #TheMarketingAutomationAlert

Balance Trust With Targeting In Social Reach Marketing - Forrester | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Digest...


There are four categories of contributors create content on your behalf:

  • Your marketing team uses social ads to target your prospects and customers precisely.
  • Employees, resellers, and partners share their experiences with your prospects.
  • Your customers relate to your prospects as peers.
  • Influencers shape the conversation about your solutions.

 

Each of those content creators vary on how much their messages will be trusted by your customers and how precisely you can target their messaging.  The most highly trusted tactics are effective but can be difficult to use and spread. On the other hand, less trusted tactics are less persuasive, but you control their creation and audience.

 

As you build your social strategy, you should craft your reach strategy based on the complexity and length of your product life cycle, where more-complex product purchases require the most trust and simpler product purchases benefit most from better targeting.

 

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CYDigital's insight:

As B2B marketers, we find that customers and advocates as well as influencers are efforts in themselves, not to mention budget items (what does your industry analyst budget line item look like?). The first two are easy marks for us, and the last one (influencers) is a function of budget. It's that Customers and Advocates strategy that's tough to conquer.


But if you can pull that off...

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The Tweet Life [INFOGRAPHIC] - Social Media Explorer | #TheMarketingAutomationAlert

The Tweet Life [INFOGRAPHIC] - Social Media Explorer | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
In this Infographic, Teddy Hunt shows what can happen when a tweet outlives the average 48 hour shelf-life.

 

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CYDigital's insight:

File this under Influencer Marketing!

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Social Proof – The Art of Influence Marketing [Infographic] - Social Proof Creative | #TheMarketingAutomationAlert

Social Proof – The Art of Influence Marketing [Infographic] - Social Proof Creative | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Social proof isn’t just an abstract psychological concept for big marketers – it’s one of only a handful of online marketing methods that works for almost any kind of business.

 

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CYDigital's insight:

Influencer Marketing: the ROLOE (return on level of effort) may be way too low. Try it, test it, but don't get bogged down in it.

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Loïc Renaud's curator insight, October 19, 2013 5:42 PM

L'influence par la preuve

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Is influence dead? - PandoDaily | #TheMarketingAutomationAlert

Is influence dead? - PandoDaily | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
There's been a lot of talk about social media influence and its role in the new consumer decision journey. Big brands are not only buying into the concept of leveraging people with influence, but a...


Excerpt...


Regardless of your audience, there are easy ways to figure out what will motivate them to share, but they all seem to come down to a few key principles:

 

1. Make the advocate look smart. No one wants to be ridiculed or mocked for sharing. No one wants to receive unintelligent marketing jabber. Make advocate sharing about the advocates — your brand is secondary.

 

2. Give them something funny or entertaining to share. We don’t thank friends for forwarding bad content. We get annoyed with brands that pepper social media waves with standard marketing jabber. Make your advocates eager to share your content because of the inherent value of the content.

 

3. Give them something that helps their friends. Brands win by helping advocates and advocates win by helping their network. Only plugging your brand is not being helpful. What can your brand share that will make your advocates’ friends feel appreciative?

 

4. Give them a way to express themselves. Do not control advocate expression with an iron fist. You can suggest messaging and content, but ultimately the choice should be up to your advocates. Let them figure out the best way to reach an audience.

 

5. Listen to your advocates. If your advocates push back against your messaging, listen carefully because you have an opportunity to learn. Remember, these are people who already appreciate your brand. So if they’re not happy with your content, who in the world will be.

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CYDigital's insight:

Influencer marketing is tough, and very often for naught. However, a single hit can make a world of difference. The aforementioned tips, as well as the scoops in The Marketing Technology Alert (see the tag Influencers) will help significantly.

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