"Confluence: The Intersection Of Content & Influencer Marketing" Traackr's Pierre-Loic presentation from Scoop.it's #LeanContent event 1/14/15

1. Traackr
June 2014
A page with a short
bit of very large
text on it.
Traackr
Confluence:
The Intersection Of
Content & Influencer Marketing
#LeanContent | @traackr | @pierreloic

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Our StoryTraackr

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Our Story

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Our Story

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Our Story

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Our Story

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Our Story
# People
Everybody Else
Influencers
Advocates

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Our Story
Mass
One To Many
Affinity At Scale
# People
Everybody Else
Influencers
Advocates
Reach
Consideration
Impact

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Our Story

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Our Story

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Our Story

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Traackr Today
5,000 200
🏢
18
🌎
1,600
🗪
150,000
4

13. Traackr
June 2014
A page with a short
bit of very large
text on it.
Traackr
Confluence:
The Intersection Of
Content & Influencer Marketing
#LeanContent | @traackr | @pierreloic

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The Importance Of
An Influencer Strategy
For Content Marketing

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Awareness Purchase ExperienceConsideration
📱🗪
⌂
Marketers have lost control of the
buying process and compete for
the attention their buyers.
The buying process is getting away from marketers.
📱🗪

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Buyers are overwhelmed with
data and information sources with
limited ability to sift through the
noise.

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Buyers resort to selecting people
they can trust as their proxy to
meaningful information.
Authoritative
Content
51%
Ads
22%
Branded
Content
27%
Nielsen 2014
Customers trust:

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For marketers to stay relevant to
their buyers, they need the tools to
impact authoritative content.
Content is your weapon of
choice in the attention war.
Guillaume Decugis
scoop.it
Incorporating influencers in your
content facilitates reaching new
audiences with brand messages
that are credible and trusted.
Lee Odden
TopRank Marketing
📰
Content Influence

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Content + Influence

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3%
90%
of impact
“Never doubt that a small group
of thoughtful, committed citizens
can change the world.”
Margaret Mead

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For buyers that
small group = experts
twitterrss bloggergoogleplus
twitterrss bloggeryoutube
twitterrss bloggeryoutube

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Brands’ attempt to engage
experts have failed.
Pitch influencers #FAIL
Buy influencers #FAIL
Turn fans into influencers #FAIL

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What’s next?
Influence the influencers.
Build meaningful relationships
Meaning = Content (not fluff)

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Establish Your Content
With An Influencer Strategy

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Establish your content
with an influencer strategy
📅 ✒
Plan
Collaborate to produce
content. There are
limitless ways to produce
and share content with
the help of your
influencers.
Create
Listen to influencers to
gain insights. You can
learn a lot by simply
listening to your
audience and
influencers.
Your ability to light up the
right nodes in the online
community will make
people pay attention to
your content and your
ideas. Influencers are
these nodes.
Distribute
Measure the impact each
type of content can have
on a given business goal
from awareness to lead
generation to sales and
advocacy.
Measure

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📅 Plan
Listen to your influencers
to gain insights.
Understand your audience
Influencers show you how to engage with your target audience.
Evaluate trends
Influencers help you grasp trends, spot opportunities, and identify gaps.
💡 Get inspired
Influencers’ content can give you ideas for your own content production.
Keep up with top stories
Influencers are always on top of what’s hot & clued in to what’s coming next.

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✒ Create
Involve your influencers in
your content creation.
Curate
Curate expert content and add your own value layer.
🔗 Reference
Link to your influencers’ content from your article.
Involve
Involve your influencers in your own content creation.
⚙ Support
Develop assets for your influencers to leverage.
📝 Co-create
Co-create content with your influencers.

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Distribute
Light up the right nodes
in the online community.
🎯 Talk to the right people
Focus on influencers most relevant to the idea you’re trying to convey.
# Use their hashtags
Use hashtags they use when promoting your content.
🗪 Invite their commentary
Engage them w/ a question re: your article (incl. those who don’t agree w/ you).
Engage them in context
Track RT influencer conversations on the topic to engage them in context.
Find who influences the influencers
Find connectors in the community who influence them & engage with them.

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Measure
Measure the impact content has
on your business goals.
📏 Define success
Settle on output vs. outcome metrics and tracking methodology.
📊 Track macro metrics & trending
Track macro metrics even if you can’t assert causality (i.e. Google Analytics,
CRM/Sales, Net Promoter). Make assumptions and measure trending.
👍 Track micro metrics
Track micro metrics (i.e. referral traffic, trackable links, social shares)
but also make assumptions as they’ll always represent a subset of reality.
Keep tabs
Keep notes of qualitative results you may want to quantify on next go around.

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5 Pillars
To keep in mind
Shift focus: People > Brands
Listen & Adapt
Make friends before you need them
☼ Context is paramount
🎁 Give Give Get

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Examples

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Thaanks!