Why AWS should leverage influencers
Onalytica have been working with AWS’ EMEA PR team since early 2019, helping them to identify, engage and collaborate with the market leading voices on Cloud & Security, to amplify their content and events.
Namely, Onalytica supported AWS’ PR team for re:Invent 2020, which led to AWS increasing their online Share of Voice within the Cloud & Security communities, from 40%, to 70%, when compared with their 2 biggest competitors.
Onalytica identified and introduced key influencers to the AWS team and supported with best practice regarding content collaboration & influencer relationship management – with results and insights via our Influencer SaaS platform.
Onalytica have introduced AWS to the following influencers:
 | Dr Sally EavesLeading voice on Emerging & Advanced Technologies |
 | Bernard MarrBest selling Author & Keynote Speaker on the Future of Tech
Interview |
 | Ronald van Loon | Chief Digital EvangelistAI, Big Data & Cloud
Interview |
 | Neil CattermullEvent speaker and Consultant on Technology & Entrepreneurship
Interview |
 | Rob McCargowDirector Of AI at PwC & Advisor on Responsible AI
Interview |
 | Giuliano LiguoriLeading voice on Digital Transformation
Interview |
Onalytica helped connect AWS employees with external influencers:
Example Influencer Generated Content:
Bernard Marr wrote an article on “Insights from Amazon” for his targeted LinkedIn newsletter on the topic of AI, which has garnered over 368K followers.
This piece of content alone generated:
Here, the article generated:
What is the opportunity for AWS?
Achieve Your Objectives
Improve Thought Leadership
Create content with influencers around innovation & challenges in the industry to increase awareness and drive consideration with your target audiences.
Fast-track Perception Change
Influencers have significant influence and trust within the marketplace. Engage with them to help shape your brand perception as you continue to evolve your brand messages.
Increase Demand Generation
Influencers will help you generate real demand for your product or solution rather than relying upon expensive paid search or PPC campaigns to generate leads. Customers not clicks!
Reach New Audiences
Influencers are creating content for audiences that will not listen or trust brand-generated content or traditional broadcasting channels. Partnering with influencers will help you engage and activate those hard to reach audiences.
Why Influencer Marketing in B2B?
AWS’ influential employees on social media
A Sample of AWS’ influential employees, ready to activate & connect with external voices:
Example Influential experts on AWS’s core topics
Example influential experts sharing and creating content on topics AWS care about:
 | Brian Solis | Global Innovation EvangelistAR & VR
Interview |
| Ronald van Loon | Chief Digital EvangelistAI, Big Data & Cloud
Interview |
 | Andreas Staub | Head of BD & TransformationBig Data |
 | Spiros Margaris | Venture CapitalistMachine Learning & Blockchain
Interview |
 | Jeff Sussna | Chief Executive OfficerDevOps |
 | Jo Peterson | VP, Cloud and Security ServicesCloud
Interview |
 | Chris Wysopal | FounderCloud Security |
What is AWS’ brand awareness among the influencer
Communities?
Snippet taken direct from the Onalytica platform
- AWS saw a huge spike of brand mentions among the influencer community off the back re:Invent 2020.
- There is an opportunity for AWS to flatten this spike and sustain this awareness among influencers, pre and post-event.
AWS’ Brand perception among influencer communities over time
Snippet taken direct from the Onalytica platform
- AWS are most associated with general Security topics, followed by Cyber Security and InfoSec, with Innovation in Technology and Encryption falling behind.
- There is an opportunity for AWS to own more of the InfoSec conversation among the influencer communities.
- AWS saw a spike in association with Security, Cyber Security and InfoSec off the back of the AWS Cloud Security Report published on the 14th October, which sustained more attention in the coming days and weeks among influencers.
- AWS saw a spike around 30th November when hosting re:Invent 2020, where influencer activation played a big part.
Influencers’ topic mentions over time – how does it compare?
Snippet taken direct from the Onalytica platform
- When looking at the topics mentioned among influencers over time, there are high volumes of conversations happening consistently across all topics, particularly for General Security topics and Cyber Security topics.
- When AWS saw their biggest spike on 26th October, this spike came from conversations already happening, that were pivoted to AWS. During this spike, AWS owned 2.7% of the overall influencer conversation.
- However, pre-spike levels, such as on 14th September, AWS owned only 0.2% of the conversation.
- There is an opportunity for AWS to tap into more of these conversations and grow and sustain their share beyond the big content and events spikes.
AWS’ share of voice among influencers, on the topic of Cloud
Snippet taken direct from the Onalytica platform
- Pre re:Invent 2020, AWS’ and Azure’s share of the Cloud conversation were fairly similar, with AWS just edging it with 43.4% share, compared with Azure’s 40.5% share.
- However, during re:Invent, AWS’ share grew to 67.5%, compared with Azure’s 24% and Google Cloud’s 8.5% share.
- However, AWS’ share decreased post-event.
Snippet taken direct from the Onalytica platform
- In December 2020, after re:Invent 2020, AWS had 71% share, compared with Azure with 22%.
- In January 2021 and February 2021 this slowly started shrinking back to 62% and 53% respectively, though still remains higher than pre re:Invent 2020, demonstrating some sustained engagement.
- There is an opportunity for AWS to more consistently integrate influencers into marketing activity to further grow and sustain AWS’ share of voice.
AWS’ share of voice among influencers, on the topic of Security
Snippet taken direct from the Onalytica platform
- While AWS have a higher share of voice on the topic of Cloud, Microsoft are dominating the conversation around Security.
- Pre re:Invent 2020, AWS’ share of voice on the topic of Security was 22.2%, compared with Microsoft’s 77.8%.
- During re:invent, AWS increased their share of voice on the topic of Security to 33.6% and Microsoft’s dropped to 66.4%
- However, post-event in January and February AWS’ share of voice has dropped back down, but still remains higher than pre-event, at 25%.
- There is an opportunity for AWS to become more central to conversations around Security.
Influencers to consider: Competitor advocates
 | Tom WarrenSenior Editor |
 | Marietje SchaakeInt. Policy Director |
 | Wolfie ChristlResearcher, Writer & Activist |
 | Brad SamsExecutive Editor |
What does Influencer Marketing look like for Tech brands?
Tech brands working with Onalytica to leverage influencers:
Onalytica’s approach to influencer marketing
Key questions we help solve
Who are my relevant influencers?
How do I engage them and build relationships?
What influencer generated content can I create?
How do I measure success and ROI?
How do I structure and scale my program?
Onalytica are the only platform in the market that is meant for B2B Marketers. If you work in B2B or Technology, and you’re trying to figure out what the right platform is, Onalytica is the right tool.
Michael Brito, EVP, Digital & Analytics, Zeno Group
Onalytica’s approach to influencer marketing
Discover
Identify your relevant social media influencers from our global database of over 700,000 influencers
Insights
Analyze your influencer community and understand your current brand awareness and engagement
Activate
Connect with your key influencer targets through the Onalytica community
Manage
Interact and develop relationships at scale with your influencer community
Measure
Measure the impact of your influencer marketing program and how you compare to your competitors
What does a B2B influencer marketing program look like?
Influencer Marketing
B2B Content Marketing
SME Advocacy
Exec Comms
B2B Events
ABM & Social Selling
AWS’ very own content hub
Video
Tutorials
Case
Studies
Best Practice eBooks
How to
Guides
Industry Influencer Lists
Influencer Interviews
2023 Marketing Budgets: How to do More with Less?
How to Make Your Biggest Asset More Influential: Your Employees?
Influencer Marketing & Thought Leadership at Dell
About Onalytica
Founded in 2009 and backed by Bebo founders Michael and Paul Birch, Onalytica is an award-winning influencer marketing software platform that connects brands with topical influencer communities and helps them to scale and structure influencer programs globally.
Influencer Marketing is still an emerging category with brands and influencers both figuring out how to best work together for mutual benefit in an environment with no rules. Onalytica provides the software, professional services and consultancy to help clients run successful influencer marketing programs and integrate influencer marketing into their wider social advocacy strategy.
Our work at Onalytica is about bringing together brands and influential communities to help deliver more engaging content and messaging to audiences around the world.
Tim Williams, CEO, Onalytica
5,000+ B2B & Industry Thought Leadership Programs
Global programs in 40+ countries
In-house language capabilities across 15+ languages
Sure, you could try to do influencer marketing on your own, but working with the right partner and technology allows you to access a plethora of data and deeper insight that will help you identify the best influencer for your brand. Onalytica is one of the established leaders in the field.
Neal Schaffer, PDCA Social
