Electronic Marketing Spotlight: An Interview With Ursula Ringham, Head of Global Changer Marketing, SAP

4 Jun

Influencer Marketing Interview Ursula Ringham

They say interest killed the cat, but in Ursula Ringham ’ s situation, curiosity is her special gift— both personally and professionally.

“ I’ m a fiercely curious individual who loves storytelling, ” Ursula informed me. “ I guess it’ s the hidden talent; I can strike up the conversation with a stranger and get these to tell me their full life tale. I’ ll talk to anyone. I would like to know people and how they believe. ”

Her curiosity and “ like of story” have guided the girl throughout her marketing career— through early positions at Adobe and Apple to self-publishing the thriller novel to her latest function as Mind of Global Influencer Marketing at  SAP * .

“ I’ mirielle no millennial, but I have the particular millennial mindset, ” she states. “ You have to go after what you want. A person can’ t let fear determine your future. And I know if I place my mind to something, I could do it. ”

As influencer marketing and advertising booms and social media marketing encounters a quasi midlife crisis , I sat straight down with Ursula to talk misconceptions, equipment, and tips on both marketing methodologies.

Q& A with SAP’ s Ursula Ringham

Ursula Ringham, Head of Global Changer Marketing, SAP 1 . Tell me about your self. How did you come into the particular digital marketing space and eventually sign up for SAP?

I was in the right place at the correct time. As you know, I worked with Adobe and Apple, so I a new career in high-tech early on. I really left Apple right before the 1st iPhone came out, and I stayed acquainted with my kids for about eight years.

When it had been time to get back in, honestly, nobody would hire me. They’ m say: “ You have great encounter from back in the day, but you can’ t compete. ” Things acquired changed.

But even when I was at home, I had been always doing something— I did a few consulting and also worked on my enthusiasm for writing. That’ s once i wrote and self-published my thriller novel, “ Privileged Data corruption . ” I actually took creative writing classes, went to conferences and events when I could— and this is still something I do nowadays; attend events to continue to develop due to the fact I still have several books within me.

Then in 2012, I was talking having a girlfriend and she said she required someone to write customer success stories. Even though I didn’ t have the precise experience, I could write and I believed: “ I can do anything basically put my mind to it. ”

Therefore , I got a job as a contractor; somebody took a chance on me. Which someone was at SAP.

2 . You might have extensive experience with social media. What perhaps you have found to be the universal truths associated with social? (The things that stay the same regardless of what platform or algorithm changes happen. )

Authenticity and storytelling; you need to personal your brand— but you need to do this strategically.

As an individual on social or even through your brand channels, you need to talk about the truths about who you are in a manner that connects with your audience.

For me, these are the particular “ five truths” I present to my following:

No . 1: My function.

Inform a story that enables people to come with a person on the journey. Your audience doesn’ t want to hear that your firm just released a new product or service. They wish to know how you’ re solving issues or making a difference.

No . 2: My loved ones.

We don’ t give every detail here— just sprinkle some things within. This is how people see a different aspect and get to know me. You have to provide something personal.

No . 3: My enthusiasm.

You need to share something you love. Dogs, winter sports, Star Wars , poetry— the list goes on. Share something you’ re passionate about because you’ lmost all be able to form connections with people that have the same passions.

No . 4: Sports.

Whether you’ re a sports fanatic or just tolerate them, it’ s some thing everyone can connect with and discuss— whether it’ s your child’ s little league baseball video game or the NBA Finals.

No . 5: Third-party voices.

It could be an article from my favorite reporter or the latest commentary on the regal wedding. The point is to share things that your audience find interesting.

The bottom line here is: Become authentic. Be yourself (or your own brand). But be strategic.

As an individual on #socialmedia or even through your brand channels, you need to discuss the truths about who you are in a manner that connects with your audience. – @ursularingham Click To Tweet

3. What do you believe is most misunderstood about changer marketing?

For one, people often think that changer marketing is all about celebrities hawking an item. It’ s truly not regarding that— especially in the B2B realm. It’ s about highlighting experts who may have real experience on the business difficulties a brand’ s audience face.

Subsequently, it’ s not always about the amount of followers or connections an changer has. Some people think: “ Oh yea my God. We have to work with this particular person. They have a million followers. ” Your influencers have to be able to connect with your audience and that skill isn’ t necessarily determined by a large subsequent.

Finally, influencer marketing is not an one-and-done tactic. You want it to be in the future, so influencer relationships are usually everything . You have to dig deep to learn who your own influencers are and the expertise these people bring, and build a relationship simply by consistent and thoughtful engagement.

Lastly, influencers can be found within your own corporation. Your employees can be influencers. Individuals often forget this. You can and really should combine internal and external influencers.

4. What’ ersus one “ influencer marketing must” that marketers often overlook?

You must have the call to action. What’ s the point? What’ s your end goal? How are you identifying success? Where are you sending all of them?

Regardless of whether your goal is brand understanding or lead gen, if you’ re telling a story that has individuals on the edge of their seat, you should give them a natural next step to continue their particular journey.

Regardless of your objective, if you’ re telling a tale that has people on the edge of the seat, you need to give them a natural next thing to continue their journey. – @ursularingham #InfluencerMarketing Click To Tweet

5. Let’ s say you’ ve come across a long-lost marketer friend who’ s considering working with influencers. Exactly where do you tell them to start? What do a person tell them to be cautious of?

The main thing is definitely: If you want to succeed, you have to be in it in order to win it . You have to be on social media, you have to be involved, you have to follow influencers, you have to build relationships them, and you have to read, watch, or even listen to their content. And all of this really is before, during, and after you touch base for the first ask.

When it comes to vetting whom you want to work with, start by digging to their social channels.

Twitter is a great place to purchase topics and types of content they’ re interested in. LinkedIn is great for this particular, too, but that’ s where one can really vet whether they have the experience and background to make a partnership a great fit. Facebook and Instagram are usually where you can see if you really want to work with all of them since you’ re typically in a position to see more personality there.

As for some thing to look out for, as you’ re looking at their social posts, see if they’ re just sharing the same points on every channel. A posting on Instagram with 10 hashtags will not work on Facebook. Every station is different and if you keep seeing exactly the same post, it’ s like: Exactly where are you? Where’ s the genuine side?

Finally, you should be very selective upon who you work with. You need to make certain they’ re a good fit. Occasionally I’ ll actually reach out to the mutual connection or a colleague in a different company to see if they’ ve worked with an influencer just before and get their read on them.

If you want to succeed at #influencermarketing, you need to be in it to win it. You need to commit. – @ursularingham Click In order to Tweet

6. Where do you think GDPR plus data privacy as it relates to social media marketing and influencer marketing will have greatest impact on how brands engage? (What do brands need to consider? )

GDPR is going to be the stake in the floor for all data privacy— pub none. As GDPR kicks off, we’ ll start to see lawsuits plus controversies in the news and people will end up increasingly aware and engaged. Within the U. S., we’ re currently becoming more aware of data privacy problems, especially after Cambridge Analytica.

But main point here, GDPR will be really important. And as a result, our own influencers will become even more important and valuable. They’ re going to be our trusted brand ambassadors; our trusted voices. They’ ll be considered a huge asset because people don’ t trust brands outright— they trust people.

In light of #GDPR, influencers will become a lot more important and valuable. They’ re going to be our trusted brand ambassadors; our trusted voices. – @ursularingham #InfluencerMarketing Click To Tweet

7. What’ s in your social media toolbox? (What platforms, tools or best practices are your must-haves for success? )

On the personal front, I’ m on Twitter, Facebook, Instagram, and LinkedIn. A key best exercise for me here is tailoring the content as well as the messaging for each platform because the audience is different for each.

In addition , I blog post in the moment, every day. Authenticity is important, therefore i rarely use scheduling tools.

Now, for your brand marketers out there, you need a social media scheduling plus management tool . You need help. And there are numerous tools out there like Hootsuite or Buffer , but do your research and select one that satisfies your brand’ s needs from the management and budgetary perspective.

8. What about your influencer marketing toolbox?

Brands doing influencer relations and marketing require a tool to help organize, identify, plus manage relationships with influencers. The spreadsheet won’ t get you really far. Tools can help you keep up with exactly what your influencers are doing and discussing, so you can regularly engage and still build relationships.

Like with social media management equipment, there are several options like Traackr or Onalytica , so do your research and pick one that’ s the best fit.

9. Finally, exactly what are you most excited for inside your new role as Head associated with Global Influencer Marketing for SYSTEMS APPLICATIONS AND PRODUCTS?

Creating a world-class influencer program that helps SYSTEMS APPLICATIONS AND PRODUCTS become a Top-10 brand. And we’ ll do it through innovative storytelling. We make incredibly innovative items, so we need to tell our tales in innovative ways. And dealing with influencers will help us do that.

I love pressing the envelope. I love innovative articles. And I’ m excited about so what can happen when we think a little in a different way.

ten. Any final words for some other marketers out there?

In marketing, story will be everything . However in order to tell a compelling tale, you have to be immersed. Bring empathy plus understanding, bring purpose, and provide insight— the latter of which influencers can help with.

Finally, embrace curiosity, think is to do things differently, and embed your self in your craft if you want to innovate.

[email protected] ‘s message in order to #marketers: Embrace curiosity, think is to do things differently, and embed your self in your craft if you want to innovate. Click on To Tweet

Ready to Take the Influencer Marketing and advertising Dive?

As Ursula so eloquently stated, in order to succeed at influencer advertising, you have to be in it in order to win it. You have to commit. Therefore , why not start with immersing yourself within influencer marketing tips, tactics, plus strategies.

Check out some of these helpful posts to truly get you more in the know and help you produce the leap:

Finally, a big thanks to Ursula for sharing the girl story and insights. You stone! If you want to connect with Ursula, follow the girl on Tweets or LinkedIn .

Disclosure: SAP is really a TopRank Marketing client.

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