And I know if I put my mind to something, I can do it.” As influencer marketing booms and social media marketing experiences a quasi midlife crisis, I sat down with Ursula to talk misconceptions, tools, and tips on both marketing fronts. Share something you’re passionate about because you’ll be able to form connections with people who have the same passions. When it comes to vetting who you want to work with, start by digging into their social channels. As for something to look out for, as you’re viewing their social posts, see if they’re just sharing the same things on every channel. Sometimes I’ll actually reach out to a mutual connection or a colleague at a different company to see if they’ve worked with an influencer before and get their read on them. Where do you think GDPR and data privacy as it relates to social media and influencer marketing will have biggest impact on how brands engage? As GDPR kicks off, we’ll start to see lawsuits and controversies in the news and people will become increasingly aware and engaged. Brands engaging in influencer relations and marketing need a tool to help organize, identify, and manage relationships with influencers. And working with influencers will help us do that. In marketing, story is everything.
They say curiosity killed the cat, but in Ursula Ringham’s case, curiosity is her special gift—both personally and professionally.
“I’m a fiercely curious person who loves storytelling,” Ursula told me. “I guess it’s my hidden talent; I can strike up a conversation with a stranger and get them to tell me their full life story. I’ll talk to anyone. I want to know people and how they think.”
Her curiosity and “love of story” have guided her throughout her marketing career—from early positions at Adobe and Apple to self-publishing a thriller novel to her latest role as Head of Global Influencer Marketing at SAP*.
“I’m no millennial, but I have the millennial mindset,” she says. “You have to go after what you want. You can’t let fear decide your future. And I know if I put my mind to something, I can do it.”
As influencer marketing booms and social media marketing experiences a quasi midlife crisis, I sat down with Ursula to talk misconceptions, tools, and tips on both marketing fronts.
Q&A with SAP’s Ursula Ringham
1. Tell me about yourself. How did you come into the digital marketing space and eventually join SAP?
I was in the right place at the right time. As you know, I worked at Adobe and Apple, so I had a career in high-tech early on. I actually left Apple right before the first iPhone came out, and I stayed at home with my kids for about eight years.
When it was time to get back in, honestly, no one would hire me. They’d say: “You have great experience from back in the day, but you can’t compete.” Things had changed.
But even when I was at home, I was always doing something—I did some consulting and also worked on my passion for writing. That’s when I wrote and self-published my thriller novel, “Privileged Corruption.” I took creative writing classes, attended conferences and events when I could—and this is still something I do today; attend events to continue to develop because I still have several books in me.
Then in 2012, I was talking with a girlfriend and she said she needed someone to write customer success stories. And while I didn’t have the exact experience, I could write and I thought: “I can do anything if I put my mind to it.”
So, I got a job as a contractor; someone took a chance on me. And that someone was at SAP.
2. You have extensive experience with social media. What have you found to be the universal truths of social? (The things that stay the same no matter what platform or algorithm changes occur.)
Authenticity and storytelling; you need to own your brand—but you need to do it strategically.
As an individual on social or through your brand channels, you need to share the truths about who you are in a way that connects with your audience.
For me, these are the “five truths” I share with my following:
No. 1: My work.
Tell a story that enables people to come with you on the journey. Your audience doesn’t want to hear that your company just released a new product or service. They want to know how you’re solving problems or making a difference.
No. 2: My family.
I don’t give every detail here—just sprinkle some things in. This is how people see a different side and get to know me. You have to give something personal.
No. 3: My passion.
You have to share something you love. Dogs, skiing, Star Wars, poetry—the list goes on. Share something you’re passionate about because you’ll be able to form connections with people who have the same passions.
No. 4: Sports.
Whether you’re a sports fanatic or simply tolerate them, it’s something everyone can connect with and discuss—whether it’s your child’s little league baseball game or the NBA Finals.
No. 5: Third-party voices.
It could be an article from my favorite journalist or the latest commentary on the royal wedding. The point is to share things that you and your audience find interesting.
The bottom line here is: Be authentic. Be yourself (or your brand). But be strategic.
As an individual on #socialmedia or through your brand channels, you need to share the truths about who you are in a way that connects with your audience. – @ursularingham Click To Tweet
3. What do you think is most misunderstood about influencer marketing?
For one, people often think that…
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