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#SproutChat Calendar: Upcoming Topics for March 2017

The first quarter of the year is coming to a close and here at #SproutChat, we’re just getting started. As we gear up for Q2, we can’t help reflect and ask: What have you learned so far this year? How many connections have you made?

This month, we’re trying to answer the questions that directly impact our team’s marketing strategy. Join us every Wednesday at 2 p.m. CST to make sure you stay on top of social media marketing trends and make valuable connections with peers too.

Check out the topics we’ll cover this March and click the “Add to Calendar” buttons to add a meeting notice with all of the chat details to your calendar. None of the discussions catching your eye? Feel free to ask your own social media marketing questions in our Facebook group.

Wednesday, March 1: Listening vs. Monitoring on Social Media

Sprout Product Focus: Smart Inbox

Sprout’s Smart Inbox is a great tool to ensure you never miss an opportunity to engage with your community. But is your team just monitoring for mentions or are you actually listening and interpreting what your customers need? Brands that can employ a combination of social monitoring and listening foster stronger, longterm relationships with their customer which can lead to a number of positive things for a business. Join us for a conversation on how to use the Sprout platform to be a better listener!

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Wednesday, March 8: Wednesday, March 8: Social Media ROI with Sprout All Star Lucas Vandenberg

Ah, the ever-important topic of social media ROI. This week we’ll be joined by Sprout All Star and Managing Partner at 5ifty & 5iveLucas Vandenberg, who will be joining us to discuss how to equate engagement to ROI and the best metrics to monitor and measure social’s impact on your bottom line. Join us for our chat and mark your calendars for Thursday, March 16, 2017 at 4 p.m. CST for a valuable webinar from Lucas and Team Sprout as part of Digital Agency Day. Sign up to attend the webinar here.

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Wednesday, March 15: Networking on Social with Sprout All Star Amelia Tran

Networking in today’s landscape is different and it’s changing everyday. So what are the rules of etiquette for networking on social? Ensuring your fostering valuable connections can be difficult when you’re meeting new people all the time. In this chat, networking guru and Sprout All Star Amelia Tran will join us to share etiquette tips, best practices for transitioning an offline relationship online and how to keep in touch with valuable connections.

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Wednesday, March 22: Creating Shareable Content With Special Guest Brand Extract

Creating content is easy, but creating content that your audience shares is something else entirely. For this chat, we’ll be joined by the folks at BrandExtract, who will share best practices for creating on-brand content that reaches the right people and has a meaningful impact.

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Wednesday, March 29: The Future of Content Marketing With Special Guest Beth Wood

Content writing and marketing best practices change frequently. With social networks emerging and changing, marketers must keep a pulse on what kind of content will get seen and have an impact. During this #SproutChat, Sprout All Star and Senior Content Strategist at SCORCH Agency, Beth Wood, joins us to discuss industry trends and upcoming shifts.

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This post #SproutChat Calendar: Upcoming Topics for March 2017 originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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