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.
Based on the success of the Risk Summit OST was asked to develop a full Influencer Marketing Programme for Thomson Reuters in the UK. By combining day-to-day online engagement with co-created content and online/offline event opportunities, we are systematically building positive relationships with some of the industry’s most influential figures.