This new IIAR> Best Practices Paper Scaling AR Reach: Connecting with the Long Tail is a Must for Your Influencer Strategy by Katie Webb (LinkedIn, @katiewebb) of Oracle and Ludovic Leforestier (@lludovic, LinkedIn) at Starsight Communications and IIAR> Board Member is now available on the IIAR> Members Portal > link
Key takeaways
- Buyers seek a range of opinions and you need to be talking to those who express them, wherever they are
- Building and maintaining relationships with long-tail influencers should be a key part of AR strategy
- Design an influencer engagement strategy that matches your desired outcomes
- Peer review sites call for a dedicated strategy
- Use content to engage with long-tail influencers
- Creating a dedicated platform or information hub can be a good strategy if you have scale and resources
- Develop a range of engagement tactics to cover all your bases
- Optimise your ROI
Table of contents
- The influencer landscape is changing
- Understand the characteristics of key influencer personas
- Map influencers to your customer personas
- Start your scale strategy by defining engagement tactics for each influencer group
- Plan for challenges outside the AR comfort zone
- Recommendations for AR professionals
- Appendix 1: Oracle case study
- Appendix 2: Criteo case study
IIAR> Best Practices Paper: Scaling AR Reach
Authors
- Ludovic Leforestier (@lludovic, LinkedIn)Ludovic Leforestier (LinkedIn, @lludovic) / IIAR> Co-Founder and Board Member, Founder, Starsight Communications
- Katie Webb (LinkedIn, @katiewebb) of Oracle
Publication date: January 2021
Resources for IIAR> members
- Link to PDF for IIAR> Members > IIAR> Best Practices Paper: Scaling AR Reach
Contributors
- Christina Neill / Director: Spotlight Academy, Spotlight | Analyst Relations
- Avinash Murthy / Global Head: Analyst and Influencer Relations, Wipro Limited
- Crystal Golightly / Vice President: Customer Experience and Operations, ARInsights
- Ricarda Rodatus / Senior Vice President: Global Analyst Relations, Oracle Corporation
- Marta Melon / Global Alliances and Analyst Relations Manager, GFT Technologies SE
- Josu Franco / Strategy & Technology Advisor, WatchGuard Technologies
- Simon Jones / Managing Partner, Destrier AR
- Bill Reed / Managing Director, NarrativeWorx
Other IIAR> Best Practices Papers
- Full list here > IIAR> Thought Leadership
- IIAR> Best Practice Paper: Engage the right audience, using analyst tiering
- IIAR> Discussion Group: managing Analyst-Advisory Day
- IIAR> Best Practices Paper: running and leveraging analyst inquiries
- IIAR> Best Practices Paper: Delivering AR Programmatically with Campaigns
- IIAR> Primer: Why should startups and scale-ups have an analyst relations strategy?
- IIAR> Best Practices Paper: Running an industry analyst briefing
- IIAR> Webinar recap: What is analyst & influencer relations (AR)?
- IIAR> Primer: What is Analyst Relations (AR) and how is it evolving?
- IIAR> Best Practices Paper: Building an effective AR plan
- IIAR> Best Practices Webinar: Strategic Analyst Tiering For Digital Business
Other AR best practices blog posts
- IIAR> Best Practices Webinar: Peer Review Websites
- IIAR> Best Practice Paper: Engage the right audience, using analyst tiering
- IIAR> Discussion Group: managing Analyst-Advisory Day
- IIAR> Best Practices Paper: running and leveraging analyst inquiries
- IIAR> Webinar: Building a Skilled AR Team during the Great Opportunity
- IIAR> Best Practices Paper: Delivering AR Programmatically with Campaigns
- IIAR> Primer: Why should startups and scale-ups have an analyst relations strategy?
- IIAR> Discussion Group: managing inquiries
- The IIAR> AR Professionals & AR Agency of the Year 2021
- IIAR> Best Practices Paper: Running an industry analyst briefing
