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2021 | OriginalPaper | Chapter

20. Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media

Author : Markus Weinländer

Published in: B2B Marketing

Publisher: Springer International Publishing

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Abstract

How can companies place their content in the global communication landscape without large budgets? One method is the use of corporate influencers—own employees who take up the company’s topics on social media platforms and transport them with an authentic, personal touch. The advantages for the company: A wider reach beyond the official corporate channels, a richer communication design by the experts, as well as positive effects on the brand and overall perception.

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previous chapter Social Selling in B2B: How to Get Jump Started

next chapter Digital Marketing in China: How B2B Companies Can Successfully Expand into the Chinese Market

Bauer et al. (2006).

https://www.brandwatch.com/de/blog/statistiken-youtube/, Accessed: May 26, 2020.

https://www.brandwatch.com/de/blog/twitter-statistiken/, Accessed: May 26, 2020.

https://www.linkedin.com/pulse/influencer-engagement-b2b-environment-clarissa-haller/, Accessed: May 26, 2020.

Hollensen et al. (2017)

https://de.statista.com/statistik/daten/studie/37545/umfrage/anzahl-der-aktiven-nutzer-von-facebook/, Accessed: May 27, 2020.

https://de.statista.com/themen/746/Xing/, Accessed: May 26, 2020.

https://twitter.com/JoeKaeser, Accessed: May 26, 2020.

https://twitter.com/elonmusk, Accessed: May 26, 2020.

E.g. https://www.youtube.com/watch?v=xkhkCDGqFt4=11s, Accessed: May 26, 2020.

E.g. https://www.youtube.com/watch?v=9ZDP-NffdXQ with around 17,000 hits or https://www.youtube.com/watch?v=Gh2fBLEmxpQ with over 140,000 hits (26.05.2020).

https://www.linkedinsights.com/the-linkedin-algorithm-explained-in-25-frequently-asked-questions/, Accessed: May 26, 2020.

E.g. at Deutsche Telekom: https://www.pressesprecher.com/nachrichten/wie-die-telekom-corporate-influencer-nutzt-162679779, Accessed: May 27, 2020.

https://www.pressesprecher.com/nachrichten/siemens-warum-haller-kontrolle-abgibt-719299336, Accessed: 27.05.2020.

https://www.youtube.com/watch?v=-r2sTlyF7Yw, Accessed: May 27, 2020.

https://www.linkedin.com/sales/ssi, Accessed: May 27, 2020.

Bauer, H., Stokburger, G., Hammerschmidt, M. (2006): Marketing Performance. Messen - Analysieren - Optimieren. Wiesbaden: SpringerGabler

Hollensen, S., Kotler, P., & Opresnik, M. (2017). Social media marketing. A Practitioner Guide. o.O.: Opresnik Management Consulting.

Title: Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media
Author: Markus Weinländer
Publisher: Springer International Publishing
Book: B2B Marketing
Print ISBN: 978-3-030-54291-7

Electronic ISBN: 978-3-030-54292-4

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-3-030-54292-4_20