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How Influencer Marketing Can Be Used by L&D

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It’s one thing to hear the value of something from the person selling it; it’s quite another to hear the value of something from a person actually using it. In learning and development, these people are often called champions—those who understand the value of learning programs and help promote their value across the organization. The marketing industry has an entire approach dedicated to this idea that can be very effective: influencer marketing.

In this session, you will explore the world of influencer marketing and how you can apply its principles to L&D. You will examine the core elements of an influencer campaign and find out how effective use of influencers can accelerate your program results. You will examine different tools and resources that marketers use to develop influencer campaigns, and you’ll leave this session with ideas on how to apply these techniques to L&D.

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How Influencer Marketing Can Be Used by L&D

  1. 1. How Influencer Marketing Can Be Used By L&D
  2. 2. THE COMPLETE HISTORY OF MARKETING (IN 4 SLIDES)
  3. 3. WHAT COMMON THREADS RAN THROUGH ALL FOUR EXAMPLES?
  4. 4. THE KEY COMMON THREAD MARKETING CONTROLS THE NARRATIVE
  5. 5. THE WORLD OF MARKETING HAS CHANGED
  6. 6. WHERE HAS THE MARKETING NARRATIVE MIGRATED TO?
  7. 7. IN A SOCIAL MEDIA WORLD MARKETING NO LONGER CONTROLS THE NARRATIVE
  8. 8. THE WORLD OF MARKETING HAS CHANGED
  9. 9. THE WORLD OF MARKETING HAS CHANGED
  10. 10. THE WORLD OF TRAINING AND DEVELOPMENT HAS CHANGED
  11. 11. Decision-making has shifted… 74% Rely on social media to inform purchase decisions -ODM Group 90% Trust peer recommendations -Neilsen 84% Take action based on the opinions of others -Neilsen
  12. 12. WHAT IS INFLUENCER MARKETING?
  13. 13. Influencer Marketing isn’t about marketing directly to your target market. It’s about marketing to those that have influence over your target market.
  14. 14. The ability to influence generally comes from an individual’s popularity, expertise, and/or reputation.
  15. 15. WAIT A MINUTE…
  16. 16. Trainers: “It’s important that you complete this required training.”
  17. 17. Trainers: “It’s important that you complete this required training.” Champions: “The training department says it’s important that you complete this required training.”
  18. 18. HOW TO SHIFT FROM CHAMPIONS TO INFLUENCERS
  19. 19. Content that tries to sell, doesn’t. Content that tries to help, does. Linda Boff CMO, GE
  20. 20. Engage influencers in pre and post-program discussions
  21. 21. Network engagement is more important than network size
  22. 22. Ditch the script
  23. 23. It’s not about broadcasting; it’s about conversation
  24. 24. Training programs end; conversations are ongoing
  25. 25. Evaluate performance of influencers and adapt
  26. 26. Provide Incentives
  27. 27. AND REMEMBER…
  28. 28. IT’S A MARATHON, NOT A SPRINT
  29. 29. David Kelly Executive Director The eLearning Guild For slides and more resources, visit: http://bit.ly/MarketingSMT How Influencer Marketing Can Be Used by L&D Email: dkelly@elearningguild.com Phone: 707-387-1889 Web: elearningguild.com & davidkelly.me

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