TapInfluence - The ROI of Influencer MarketingPresentation Transcript
The ROI of
60 Minutes w/ Q&A
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TapInﬂuence is a rapidly-growing
software company full of talented people
focused on one thing — making it easy
for marketers to connect with their
consumers in a meaningful,
who are trusted by your target
peer-trusted content that
attracts and engages your target
Amplify social content at scale
Track the performance,
engagement, and ROI of a
across the web on blogs,
Facebook, Twitter, & Pinterest.
VP of Product
Raviv is the unifying force behind TapInﬂuence product strategy and execution, combining feedback from inﬂuencers, brands, channel partners, developers, and the market to set the
strategic vision and lead the execution
on new features and products.
VP of Marketing
Having ramped and ignited powerful
marketing strategies for several
successful tech and SaaS startups, Chris
knows a thing or two about reaching and
engaging with customers in the software
He now conducts the symphony of lead
generation at TapInﬂuence as VP of
Demand Marketing. To temporarily
escape his own mindpowers, Chris loves
being with his family and reading. He
funnels his rapidﬁre thoughts into his
blog (http://chrisnixon.me), and spends
roughly 4 hours mowing the lawn every
week. It's really quite large.
What about Content Marketing?
How Inﬂuencers Fit into Content
The Buyer Funnel
The ROI Problem
The Underlying Causes
Real World Results
Content that reaches the eyes, minds, and hearts of a
select audience by harnessing the creative talents of
content publishers who inﬂuence the decisions of your
Content Marketing is the marketing and
business process for creating and distributing
valuable and compelling content to attract,
acquire, and engage a clearly deﬁned and
understood target audience—with the objective
of driving proﬁtable customer action.
Joe Pulizzi -- Content Marketing Institute
The State of
#1 We’re not maximizing our marketing
eﬀorts in the right channels.
#2 We’re not eﬀectively reaching our
What should we measure?
What to Measure
What is my potential total reach?
Unique Visitors + Twitter Followers + Page Likes
+ YouTube Subscribers + Pinterest Followers
What to Measure
How many people are viewing my content?
What to Measure
How many actions were taken by our audience?
Clicks to Brand URLs, Clicks to Posts, Comments,
Tweets, Facebook Shares, Facebook Likes, Pins
Return On Inﬂuence (ROI)
Total Media Value - Investment
What We’re Seeing
Total Media Value
Results. Part Two.
Overall time on site increased by 56%
over the same period one year before.
Overall pages viewed per visit increased
31% over the same period last year.
Increase in "share of voice" in June (this
is due to the number of entions of BBX
in blog posts, etc)
Increase in positive mentions of Black
We have executed word of mouth programs in the past, but
what stood out for me was the quality of content created
that could be re-purposed in so many ways. The bloggergenerated posts and photography were of superior quality
and also very fun and entertaining. Their topics ranged
from food pairing, to wine cocktail recipes, to entertaining
tips and blind wine taste tests. All were well received from
Black Box Marketing Manager