As you plan your 2013 social marketing initiatives, one area for you to focus on is influencer identification and engagement. I’ve been speaking to a number of B2B marketers recently who have begun to move beyond reactive responses to complaints to proactively reach out to people who are speaking out socially and creating influential content about their products and services.
Don’t let yourself be deceived; your key influencers are already having conversations, whether or not you’ve begun a marketing initiative to interact with them. However, engagement will fuel the fire behind their conversations, and allow you to generate more positive content about your products and your company. Finally, your engaged influencers, when they are your promoters as well as being influential, can supplement your existing customer advocate (or reference) programs. Traditional reference programs don’t scale because each reference only speaks to one prospect at a time. By engaging those folks and encouraging them to create public content, you can expand their influence on your prospects.
Forrester has relauched its blog platform to allow you to follow individual analysts and streams of research more easily. Here is what Cliff Condon, our guru of the new platform, has to say about the new platform. Please let me know what content you would like to see from the Marketing Leadership team as we build our individual and group voice on this new and more flexible platform.