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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 ran a project which delivered tangible results within three months and has since been extended into a full programme.

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.

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.

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.
  • Reach via influencers has increased exponentially, month-on-month.
  • Programme has become a best practice model. OST is now rolling it out in Canada.

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

Influencer marketing is an integral part of our social media strategy and shines a spotlight on the movers, shakers and opinion leaders of our markets. Success for us is seeing success for them.
Kelvin Lee, Director - Social Media MarketingThomson Reuters

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