The influencer side of things, part 2
Here’s part 2 of shining the spotlight on the B2B influencer perspective of the label “influencer” and it’s not-so-favorable reputation.
I struggle with this a lot as a communicator and PR type. Labels do matter in our world, especially when a slight difference in naming changes the perception and bias that your audience might have. So I jumped on the opportunity to talk to as many people as I could, to cast the labels aside and get to know how it works, what goes on behind the scenes, how ‘influencers’ feel about being ‘influencers’, and more.
In part 1, I spoke with Diana Adams, Apple ACN and co-founder of Adams Consulting Group. She was one of the first influencers (likely second) I got to know through Twitter in 2019.
In part 2, I speak to the dynamic Dr Sarah-Jayne Gratton of the energetic duo, The Influencers (aka the Grattons), technology influencer, podcaster and wine-lover. Now, in her words…
For a gal who’s been coined one half of Tech’s Power Couple (thank you Siemens and Intel for that great accolade) I started out on a very different track, although there are some distinct parallels. I was a young theatre performer having attended stage school, where I studied dance, drama and singing. In essence, my stage was just another platform for me to reach my audience, a physical rather than virtual one, but a platform none the less.
I also began writing at an early age as I had a fascination with literature, in particular the works of John Steinbeck, who never skipped on the importance of detail, and screenwriters such as Neil Simon and Alan Bennet. Over time, I became fascinated with the psychology of audience reaction. This fascination led to my eventually gaining a PhD in Psychology and going on to work with brands to establish how to better connect with their customers.
Personally, I love the term ‘Influencer’. It has a superhero-esque quality to it that suggests when used for good, it’s a powerfully positive tool. I’m not suggesting that I’m super woman of course and let’s not forget that building influence ultimately depends upon building trust. It takes time to establish and comes from the effective conveying of personal truths. Things that others can relate to and that, over time, can make us impossible to ignore. Our opinions matter because they come from the heart. — Sarah Gratton
Gerry: How did you become an influencer?
Sarah: It was actually a happy accident. I fell in love with the Twitter platform after trying it out in 2008 and the rest, as they say, is history. Having started off small by just posting photos of my morning coffee and lunch sandwiches, finally the penny dropped and I realised that Twitter could be used as a fantastic research platform and ultimately, as a great way to reach others interested in similar things.
I introduced my husband Dean and together our accounts evolved into the #TeamGratton @grattongirl and @grattonboy combo that they are today 😊
Gerry: What does an influencer’s job entail? Spill the tea
Sarah: Strong coffee is an essential part of my working day (or non-working day for that matter). I’m always up around 5am and the first thing I do is switch on my office Nespresso machine and wait for the gentle whirring of strong, dark coffee as it cascades into my cup. The aroma itself is a great wake up call!
Next, I check messages and my schedule for the day ahead. I like to set up action points for myself, using several colours to mark those that are urgent, awaiting feedback or still under consideration. Then I schedule any pre-planned content for the day, look for stories of interest and reply to any DMs I have received. I usually have a Zoom meeting or two at some point during the day and I prefer to schedule these for afternoons, as it leaves me the morning free to work through my content.
Once a week, Dean and I record our Tech Uncorked podcast, which now has almost 50k downloads. Our audience is varied but all listeners have an interest in technology, so we vary the themes and guests according to what is most topical.
I usually leave my desk around 6pm and then the discussion about what to eat and who’s going to cook begins — but that’s another story!
Gerry: What’s your experience like working with brands, humans, as an influencer so far?
Sarah: I’m in the fortunate position of being able to work with some of the world’s greatest brands, including Ericsson of course! #TeamEricsson is made up of the finest humans, each bringing something personal and special to the mix that flows across to the audience and keeps their interest piqued. What’s more, when you work with people you love, it become such fun.
It’s great to work with fellow influencers who know that their individual personality is a key part of what has made them influencers in the first place. I feel privileged and honoured to be a part of a family of likeminded peers and professionals around the globe.
— Back to Gerry —
So Sarah’s YAY about ‘influencer’ while Diana doesn’t really relate to the term as much. Now that we’ve heard from 2 technology influencers, what are your thoughts on B2B influencer marketing in the tech space? Has your position shifted? I’m still on the fence and can be persuaded.
I’m speaking to a couple more folks to get different perspectives and will continue to share those stories. In the mean time, here’s Dean Bubley’s view in his LinkedIn post, which takes a position on the other end of the spectrum.
Got any thoughts? Questions you’d like me to help you ask? Drop a comment or DM :)
Disclaimer: this piece is done out of personal curiosity and in no way related to my capacity as an employee of my previous or current employers.
