The Intersection of Content Marketing and Influencer Marketing
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Transcript of The Intersection of Content Marketing and Influencer Marketing
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© 2014 Skyword Inc, Confidential. All rights reserved.
The Intersection of Content Marketing &
Influencer Marketing
Influencer Marketing Platform
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Andrew WheelerVP of Strategic ServicesSkyword, Inc.
Doug SikesVP of SalesTraackr
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Today’s Presenters
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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
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#confluence
content marketing + influencer marketing
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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
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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.
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Influencers have harnessed buyer trust
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Types of Influencers
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Types of Influencers – The Celebrity
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Types of Influencers – The Expert
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The Methodology to
Influencer Marketing
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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
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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
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Tips to Get Started Today5
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Listen and engage
Listen to relevant influencer conversations & contribute on trending topics
Tips to Get Started Today5
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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
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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
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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
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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
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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
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A Lot Like Dating
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Find Quality People
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Listen, Ask Questions, and Share
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Pick the Best for You
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Do Something Together Around a Shared Passion
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Audiences Trust Influencers
92% of people trust recommendations from people they know
70% trust consumer opinions posted online
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Categorize Influencers By Tiers
ReachTier 1
Expertise
Conversation
Tier 2
Tier 3
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Real-Life Example #1: IBM (Insiders)
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Real-Life Example #1: IBM (Contributors)
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Paid, Earned, & Owned
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Disclaimer
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Disclaimer
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Real-Life Example #2: GE Capital
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Influencer: Chuck Leddy
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Influencer: Dorie Clark
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How to Find Influencers: Search
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How to Find Influencers: Search
1
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How to Find Influencers: Filter
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How to Find Influencers: Filter
2
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How to Find Influencers: Select
3
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Search By…
Search by:
• Topic
• Tag
• Language
• Content Style
• Location
• Reach Score
• Resonance Score
• Klout Score
• Has a Personal Blog
• Editorial Rating
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Influencer Profile
Information displayed:
• Bio
• Content Samples
• Social Profiles & Metrics
• Content Performance
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Search for Influencers
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Key Takeaways5
1
2
3
4
Many types of influencers; each with unique motives
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Date your influencers
Countless benefits for your marketing initiatives
Don’t try to do it alone
Finding influencers is ongoing
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? Questions?
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Complimentary Download
Learn how to build a sustainable
influencer marketing program.
A link will be sent to all registrants
after the webinar.
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Thank You!