Influencer Marketing for

How Onalytica helped AWS connect internal evangelists with Global Cloud & Security influential experts, to amplify content and events, to increase AWS’ share of voice to 70% compared to 2 leading competitors.
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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.

This started with an Employee Led approach through pre selected AWS Evangelists who connected to some of these key Industry influencers and introduced them to the new AWS Influencer Program.

Onalytica have introduced AWS to the following influencers:

Dr Sally Eaves

Dr Sally Eaves

Leading voice on Emerging & Advanced Technologies
Bernard Marr

Bernard Marr

Best selling Author & Keynote Speaker on the Future of Tech
Interview
Ronald van Loon

Ronald van Loon

Leading voice on AI, Analytics & IoT
Interview
Neil Cattermull

Neil Cattermull

Event speaker and Consultant on Technology & Entrepreneurship
Interview
Rob McCargow

Rob McCargow

Director Of AI at PwC & Advisor on Responsible AI
Interview
Giuliano Liguori

Giuliano Liguori

Leading voice on Digital Transformation
Interview

Onalytica helped connect AWS employees with external influencers:

Ian Massingham

Ian Massingham

Director, AWS Evangelism & Developer Relations
Steven Bryen

Steven Bryen

Principal Technology Evangelist
Alex Casalboni

Alex Casalboni

Developer Advocate
Ricardo Sueiras

Ricardo Sueiras

Principal Advocate in Open Source
Danilo Poccia

Danilo Poccia

Chief Evangelist (EMEA), IoT, AI & Machine Learning
Interview
X
Ian Massingham
X
Steven Bryen
X
Alex Casalboni
X
Ricardo Sueiras

How to activate your employees and connect them with external voices

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:

Bernard Marr broadcasted the same “Insights from Amazon” article, but to his LinkedIn newsletter list on the topic of Big Data & Analytics, which has garnered almost 265K followers.

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.

Build your complete influencer marketing strategy in just 5 minutes!

Why Influencer Marketing in B2B?

AWS’ influential employees on social media

A Sample of AWS’ influential employees, ready to activate & connect with external voices:

Jeff Barr

Jeff Barr

Vice President & Chief Evangelist
Sandy Carter

Sandy Carter

Vice President
Merritt Baer

Merritt Baer

Principal Security Archtect
Deepak Singh

Deepak Singh

Vice President, Compute Services
Maish Saidel-Keesing

Maish Saidel-Keesing

Senior Solutions Architect
Matthew S. Wilson

Matthew S. Wilson

Vice President, Distinguished Engineer
Rob Schmidt

Rob Schmidt

Cloud Faculty and Community Ambassador
Allie K. Miller

Allie K. Miller

Global Head of Machine Learning BD
X
Jeff Barr
X
Sandy Carter
X
Merritt Baer
X
Deepak Singh
X
Maish Saidel-Keesing
X
Matthew S. Wilson
X
Rob Schmidt
X
Allie K. Miller

Example Influential experts on AWS’s core topics

Example influential experts sharing and creating content on topics AWS care about:

Evan Kirstel

Evan Kirstel

Chief Digital Evangelist
Interview
Andreas Staub

Andreas Staub

Head of BD & Transformation
Spiros Margaris

Spiros Margaris

Venture Capitalist
Interview
Brian Solis

Brian Solis

Chief Innovation Evangelist
Interview
Jo Peterson

Jo Peterson

VP, Cloud and Security Services
Interview
Chris Wysopal

Chris Wysopal

Founder

Research: What do influencers look for when partnering with brands?

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 Warren

Tom Warren

Senior Editor
Marietje Schaake

Marietje Schaake

Int. Policy Director
Wolfie Christl

Wolfie Christl

Researcher, Writer & Activist
Brad Sams

Brad Sams

Executive Editor
X
Tom Warren
X
Marietje Schaake
X
Wolfie Christl
X
Brad Sams

What does Influencer Marketing look like for Tech brands?

Tech brands working with Onalytica to leverage influencers:

Client Logo - Microsoft
Client Logo - Microsoft
Client Logo - Microsoft
Client Logo - VMWare
Client Logo - VMWare

Onalytica’s approach to influencer marketing

Key questions we help solve

DISCOVER SOLUTIONS

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

Video
Tutorials

Case Studies

Case
Studies

Best Practice eBooks

Best Practice eBooks

How to Guides

How to
Guides

Industry Influencer Lists

Industry Influencer Lists

Influencer Interviews

Influencer Interviews

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Social Advocacy: Employee Advocacy at Oracle

March 24, 2021
In this episode Tim and Sarah chat to Ben Arnulf, Senior Director for Product Strategy and Analytics at Oracle. This episode is great for anyone who's looking to start building their influence...

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.

Tim Williams

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

Neal Schaffer

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