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Thomson Reuters

Thomson Reuters

Brief

In 2017 Thomson Reuters commissioned OST to develop a B2B influencer marketing programme to forge relationships with respected and connected individuals within the financial risk and compliance sector.

While Thomson Reuters is a global brand with a highly developed social media presence, the company was struggling to engage with high level social media influencers. Partnering with an IRM (Influencer Relationship Management) platform, we developed a programme which delivered tangible results within three months.

Project

OST worked with the Compliance & Risk Team at Thomson Reuters to develop the influencer programme between April and June 2017. Our goal was to engage with at least half of the top 30 industry influencers and secure the attendance of at least five at the company Risk Summit (#TRRiskUK) in May.

Initially we worked with an IRM platform to identify the top 30 influencers, i.e. individuals who have a combination of social media reach, relevance and resonance for an agreed list of topics.

We then created ‘opportunities’ to engage with the influencers, including creating an infographic, an animated video (see right) and a calendar of social posts. These were followed up with messages inviting feedback and interaction from the influencers. We also monitored the influencers’ social media activities on an ongoing basis for opportunities to engage.

Prior to the Risk Summit we invited the most actively engaged influencers to attend and be interviewed by Thomson Reuters. Post-event we continued to develop relationships with these individuals towards the co-creation of content and positive brand advocacy.

Results

  • Engaged with 24 of the top 30 influencers during an 8-week engagement period.
  • Generated nearly 700 tweets using the #TRrisk event hashtag directly from the infuencers and their followers.
  • Reached an estimated 1.3 million people via the influencer tweets.
  • Secured the attendance of 5 influencers at the Risk Summit 2017.
  • Generated positive brand endorsements from the target influencers.
  • Created the foundations for future content co-creation and advocacy.

As a result of this highly successful pilot project OST secured an on-going contract to develop the influencer programme during 2017/18.

This was a fascinating project which set the tone for our B2B influencer marketing work in 2017. The methodology we applied for Thomson Reuters can work for any B2B company.
Luke Brynley-JonesOST Managing Director

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