the intersection of content marketing and influencer marketing
DESCRIPTION
What happens when powerful stories are told by talented storytellers? People listen. We call this Con-fluence - the exciting, new intersection of content marketing and influencer strategy. Learn how some of the savviest brands are working with influential storytellers to become what people love, instead of interrupting what they love on the web. Gain valuable insight on how to: Identify subject matter experts in your industry Make connections with those who have sway among your customer base Streamline content creation with market influencers Improve the reach and resonance of your content. Doug Sikes, Traackr's vice president of sales, and Andrew Wheeler, Skyword's vice president of strategic services, will show you how to marry your content marketing with influencer strategy to help you become a stronger storyteller.TRANSCRIPT
© 2014 Confidential. All rights reserved.#Confluenc
e
© 2014 Skyword Inc, Confidential. All rights reserved.
The Intersection of Content Marketing &
Influencer Marketing
Influencer Marketing Platform
© 2014 Confidential. All rights reserved.#Confluenc
e
Andrew WheelerVP of Strategic ServicesSkyword, Inc.
Doug SikesVP of SalesTraackr
2
Today’s Presenters
© 2014 Confidential. All rights reserved.#Confluenc
e
3
What We Will Cover Today
What is Influencer Marketing?
Types of Influencers
Building Relationships with Influencers
How to Find Influencers
Real-Life Examples
Question & Answer
© 2014 Confidential. All rights reserved.#Confluenc
e
4
#confluence
content marketing + influencer marketing
© 2014 Confidential. All rights reserved.#Confluenc
e
5
What’s an Influencer?
An Influencer is anyone who, through actions or
opinions, is able to shape the opinions, perceptions
or behaviors of others.
3% = 90%
Never doubt that a small group of thoughtful, committed citizens can change
the world. –Margaret Mead
© 2014 Confidential. All rights reserved.#Confluenc
e
6
What’s Influencer Marketing?
Influencer Marketing is the process of identifying,
researching, engaging and supporting the people who
create the conversations impacting your brand, products
or services.
© 2014 Confidential. All rights reserved.#Confluenc
e
7
Influencers have harnessed buyer trust
© 2014 Confidential. All rights reserved.#Confluenc
e
8
Types of Influencers
© 2014 Confidential. All rights reserved.#Confluenc
e
9
Types of Influencers – The Celebrity
© 2014 Confidential. All rights reserved.#Confluenc
e
10
Types of Influencers – The Expert
© 2014 Confidential. All rights reserved.#Confluenc
e
11
The Methodology to
Influencer Marketing
© 2014 Confidential. All rights reserved.#Confluenc
e
12
Success Study:
Raising Brand Awareness
Company
Vend, a global vendor of cloud-based POS software
Solution
Engagement program: Host online community of top
influencers
Results
25+ Industry Influencers
500+ Social Shares
Lift 5K Pageviews in first 30 days (2x traffic)
Goal
Positioning as a key player in the industry
Challenge
Fragmented market, dominated by larger incumbents
© 2014 Confidential. All rights reserved.#Confluenc
e
13
Solution
Build exclusive, high touch engagement program with
influential advocates
Results
75K+ pieces of earned media
12M direct reach
800% Growth in referrals
600% Spontaneous quotes
Goal
Increase referral traffic
Challenge
Pilot program with limited resources, ability to focus
on highest yield paramount
Company
Asos, leading online fashion retailer
Success Study:
Cultivating Advocacy
© 2014 Confidential. All rights reserved.#Confluenc
e
14
Tips to Get Started Today5
© 2014 Confidential. All rights reserved.#Confluenc
e
15
Listen and engage
Listen to relevant influencer conversations & contribute on trending topics
Tips to Get Started Today5
© 2014 Confidential. All rights reserved.#Confluenc
e
16
Listen and engage
Listen to relevant influencer conversations & contribute on trending topics
Reference
Reference & link back to influencer write-ups on topic & let them know
Tips to Get Started Today5
© 2014 Confidential. All rights reserved.#Confluenc
e
17
Listen and engage
Listen to relevant influencer conversations & contribute on trending topics
Reference
Reference & link back to influencer write-ups on topic & let them know
Co-create
Co-create content with influencers
Tips to Get Started Today5
© 2014 Confidential. All rights reserved.#Confluenc
e
18
Listen and engage
Listen to relevant influencer conversations & contribute on trending topics
Reference
Reference & link back to influencer write-ups on topic & let them know
Co-create
Co-create content with influencers
Support
Develop assets for influencers to leverage
Tips to Get Started Today5
© 2014 Confidential. All rights reserved.#Confluenc
e
19
Listen and engage
Listen to relevant influencer conversations & contribute on trending topics
Reference
Reference & link back to influencer write-ups on topic & let them know
Co-create
Co-create content with influencers
Support
Develop assets for influencers to leverage
Sponsor
Sponsor relevant influencer content
Tips to Get Started Today5
© 2014 Confidential. All rights reserved.#Confluenc
e
20
Listen and engage
Listen to relevant influencer conversations & contribute on trending topics
Reference
Reference & link back to influencer write-ups on topic & let them know
Co-create
Co-create content with influencers
Support
Develop assets for influencers to leverage
Sponsor
Sponsor relevant influencer content
Tips to Get Started Today5
© 2014 Confidential. All rights reserved.#Confluenc
e
21
A Lot Like Dating
© 2014 Confidential. All rights reserved.#Confluenc
e
22
Find Quality People
© 2014 Confidential. All rights reserved.#Confluenc
e
23
Listen, Ask Questions, and Share
© 2014 Confidential. All rights reserved.#Confluenc
e
24
Pick the Best for You
© 2014 Confidential. All rights reserved.#Confluenc
e
25
Do Something Together Around a Shared Passion
© 2014 Confidential. All rights reserved.#Confluenc
e
26
Audiences Trust Influencers
92% of people trust recommendations from people they know
70% trust consumer opinions posted online
© 2014 Confidential. All rights reserved.#Confluenc
e
27
Categorize Influencers By Tiers
ReachTier 1
Expertise
Conversation
Tier 2
Tier 3
© 2014 Confidential. All rights reserved.#Confluenc
e
28
Real-Life Example #1: IBM (Insiders)
© 2014 Confidential. All rights reserved.#Confluenc
e
29
Real-Life Example #1: IBM (Contributors)
© 2014 Confidential. All rights reserved.#Confluenc
e
30
Paid, Earned, & Owned
© 2014 Confidential. All rights reserved.#Confluenc
e
31
Disclaimer
© 2014 Confidential. All rights reserved.#Confluenc
e
32
Disclaimer
© 2014 Confidential. All rights reserved.#Confluenc
e
33
Real-Life Example #2: GE Capital
© 2014 Confidential. All rights reserved.#Confluenc
e
34
Influencer: Chuck Leddy
© 2014 Confidential. All rights reserved.#Confluenc
e
35
Influencer: Dorie Clark
© 2014 Confidential. All rights reserved.#Confluenc
e
36
How to Find Influencers: Search
© 2014 Confidential. All rights reserved.#Confluenc
e
37
How to Find Influencers: Search
1
© 2014 Confidential. All rights reserved.#Confluenc
e
38
How to Find Influencers: Filter
© 2014 Confidential. All rights reserved.#Confluenc
e
39
How to Find Influencers: Filter
2
© 2014 Confidential. All rights reserved.#Confluenc
e
40
How to Find Influencers: Select
3
© 2014 Confidential. All rights reserved.#Confluenc
e
41
Search By…
Search by:
• Topic
• Tag
• Language
• Content Style
• Location
• Reach Score
• Resonance Score
• Klout Score
• Has a Personal Blog
• Editorial Rating
© 2014 Confidential. All rights reserved.#Confluenc
e
42
Influencer Profile
Information displayed:
• Bio
• Content Samples
• Social Profiles & Metrics
• Content Performance
© 2014 Confidential. All rights reserved.#Confluenc
e
43
Search for Influencers
© 2014 Confidential. All rights reserved.#Confluenc
e
44
Key Takeaways5
1
2
3
4
Many types of influencers; each with unique motives
5
Date your influencers
Countless benefits for your marketing initiatives
Don’t try to do it alone
Finding influencers is ongoing
© 2014 Confidential. All rights reserved.#Confluenc
e
45
? Questions?
© 2014 Confidential. All rights reserved.#Confluenc
e
46
Complimentary Download
Learn how to build a sustainable
influencer marketing program.
A link will be sent to all registrants
after the webinar.
© 2014 Confidential. All rights reserved.#Confluenc
e
47
Thank You!