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Erika Fields

Senior Social Media Strategist
Ferguson Enterprises

Erika Fields has over 10 years of experience working closely with internal and external teams to understand their business goals to develop needs-based, complex social media and digital marketing plans that drive action at every stage of the funnel.

As the senior social media strategist at Ferguson, Erika partners with the marketing team to execute paid and organic social media campaigns to create brand awareness, drive new traffic and customer acquisition growth, and align Ferguson’s social media presence with the national and local marketing strategies of locations across the country.

Within her role, she also oversees their influencer program. She creates new partnerships with influencers to help amplify Ferguson’s top brands, generate awareness with their core demographic in an authentic way, and deepen their customer partnerships.

Erika Fields’s Session(s):


10:00 a.m.–10:45 a.m. Pacific Time —

Case Study: Setting Up Your Campaign For Success: Ferguson's Influencer Vetting + Onboarding Process

When you think about the industries that are utilizing social media influencers, the wholesale industry may not be the first one that comes to mind. This session will cover how Ferguson Enterprises, the largest U.S. distributor of plumbing supplies, PVF, waterworks, and fire and fabrication products, has grown its influencer program from informal one-off relationships to a robust program that has become an integral part of its marketing efforts.

Over the last 3 years, Ferguson’s team has cultivated a community of passionate, talented influencers through intensive vetting and onboarding. In turn, the team has been able to showcase to leadership the value that these partnerships bring to its overall company goals.

 
Takeaways:
  • How to create vetting guidelines and benchmarks
  • Understand what type of onboarding process will set your influencer partnerships up for success
  • How to leverage influencer deliverables to meet company goals

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