Influence marketing: btob trends
Posted: Tue Dec 10, 2024 6:51 am
With La Brigade Du Web , we produced a white paper on post-covid BtoB trends. On the agenda: How do French companies integrate professional social networks into their strategy? How do they work with BtoB influencers? What values do they promote on Twitter and LinkedIn? What communication operations have made an impression? And above all, what are the next challenges to be met? With Jonathan Chan , we answered questions from Annie Lichtner , Founder of My Digital Week, a media dedicated to events, and La Brigade Du Web, a collective of BtoB influencers.
In my opinion, two sectors are really impacted after this difficult period: events and influencer marketing. Events are necessarily evolving with the measures linked to the health crisis, but it is interesting to test new virtual interactions and more suitable formats such as the webinar, a powerful tool when well organized. Influencer gambling data brazil Marketing is also evolving after the crisis... It is more oriented towards the brand's values and its commitments, in particular its environmental actions, its civic communication or its transparency approach. The influencer must also mention collaborations and meet post-covid expectations in order to maintain the bond of trust with its community.
What are the characteristics of partnerships that work in BtoB?
An example: the collaboration with Reech. You will find other examples, including that of La Brigade Du Web with the ENGIE group, in the white paper.
Partnerships that work in B2B are based on the long term, ambassador-type partnerships, repeated for several months with the same brand but via different formats so as not to tire its community. I want to tell you about my partnership with the company specializing in influence Reech. 3 years ago, I met Guillaume Doki-Thonon, its Founder and CEO. We quickly discussed topics related to influence marketing in order to publish sponsored articles for my blog.
With Reech and Guillaume, it's a story that lasts... We work together on Social Media communication with the aim of affirming the positioning of this solution on the influence market, highlighting its strengths compared to the competition and more generally evangelizing around the sector. We share the same approach to Influence Marketing with Guillaume and I present myself today as a true ambassador of this solution on social media. Concretely, this consists of writing content on Influence Marketing and making publications on social networks, in particular Twitter which remains the platform on which I am most active.
We have collaborated on many topics during these years of partnerships, the highlight being the communication around the annual study about the marketing influence market in January. On the agenda: influencer profiles, favorite and emerging platforms, partnerships and compensation, professionalization of the market… Different elements aimed at helping brands and allowing the public to better understand the mechanisms of marketing influence. Below, discover the types of partnerships desired by influencers.
Other formats at the heart of the partnership with Reech: the white papers, cheat sheets and glossaries that were presented on my blog in the form of a sponsored article, or the conferences, breakfasts and webinars in which I participated and which were relayed via a live tweet. The objective was to transcribe the essentials on my Twitter account. I also monitor the sector in order to animate the company's Twitter account on a daily basis, so I am talking here about a community management mission. Having started as a Community Manager, I am diving back into an animation mission that I know well.
In 2019, Guillaume and I decided to move to another format, particularly important to me: paper. A first experience of writing a book in 2014 had brought me a lot, so why not consider a book on the subject of influence? After many discussions on the content, we co-wrote the book “Influence Marketing – Brand Strategies with Influencers” published by Éditions Kawa. In addition, there are few books that deal with the subject. After the articles and white papers, it seemed interesting to us to move to the paper book format with Guillaume, it seemed to us to be the logical continuation of our collaboration. Finally, I can tell you that a new version of this book is planned for the end of 2020. In the meantime, I invite you to consult the white paper that we produced with La Brigade Du Web.
In my opinion, two sectors are really impacted after this difficult period: events and influencer marketing. Events are necessarily evolving with the measures linked to the health crisis, but it is interesting to test new virtual interactions and more suitable formats such as the webinar, a powerful tool when well organized. Influencer gambling data brazil Marketing is also evolving after the crisis... It is more oriented towards the brand's values and its commitments, in particular its environmental actions, its civic communication or its transparency approach. The influencer must also mention collaborations and meet post-covid expectations in order to maintain the bond of trust with its community.
What are the characteristics of partnerships that work in BtoB?
An example: the collaboration with Reech. You will find other examples, including that of La Brigade Du Web with the ENGIE group, in the white paper.
Partnerships that work in B2B are based on the long term, ambassador-type partnerships, repeated for several months with the same brand but via different formats so as not to tire its community. I want to tell you about my partnership with the company specializing in influence Reech. 3 years ago, I met Guillaume Doki-Thonon, its Founder and CEO. We quickly discussed topics related to influence marketing in order to publish sponsored articles for my blog.
With Reech and Guillaume, it's a story that lasts... We work together on Social Media communication with the aim of affirming the positioning of this solution on the influence market, highlighting its strengths compared to the competition and more generally evangelizing around the sector. We share the same approach to Influence Marketing with Guillaume and I present myself today as a true ambassador of this solution on social media. Concretely, this consists of writing content on Influence Marketing and making publications on social networks, in particular Twitter which remains the platform on which I am most active.
We have collaborated on many topics during these years of partnerships, the highlight being the communication around the annual study about the marketing influence market in January. On the agenda: influencer profiles, favorite and emerging platforms, partnerships and compensation, professionalization of the market… Different elements aimed at helping brands and allowing the public to better understand the mechanisms of marketing influence. Below, discover the types of partnerships desired by influencers.
Other formats at the heart of the partnership with Reech: the white papers, cheat sheets and glossaries that were presented on my blog in the form of a sponsored article, or the conferences, breakfasts and webinars in which I participated and which were relayed via a live tweet. The objective was to transcribe the essentials on my Twitter account. I also monitor the sector in order to animate the company's Twitter account on a daily basis, so I am talking here about a community management mission. Having started as a Community Manager, I am diving back into an animation mission that I know well.
In 2019, Guillaume and I decided to move to another format, particularly important to me: paper. A first experience of writing a book in 2014 had brought me a lot, so why not consider a book on the subject of influence? After many discussions on the content, we co-wrote the book “Influence Marketing – Brand Strategies with Influencers” published by Éditions Kawa. In addition, there are few books that deal with the subject. After the articles and white papers, it seemed interesting to us to move to the paper book format with Guillaume, it seemed to us to be the logical continuation of our collaboration. Finally, I can tell you that a new version of this book is planned for the end of 2020. In the meantime, I invite you to consult the white paper that we produced with La Brigade Du Web.