TapInfluence "Why Influencer Marketing Matters To Your Brand"

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TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters To Your Brand" on 8.20.12

TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters To Your Brand" on 8.20.12

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  • 1. formerlyWebinar: Why Influencer Marketing Matters To Your Brand
  • 2. About Your Presenter: Holly Hamann holly@tapinfluence.com @HollyHamann• Co-founder, TapInfluence (formerly BlogFrog)• Sixth tech start-up• 18 years in digital marketing• Mathematics and Computer Science Degree• Blogger – www.LoveandMath.com• Frequent speaker on social marketing #TapInfluence
  • 3. What is TapInfluence? #TapInfluence
  • 4. Influencer Marketing Platform & Services Used by the World’s Top Brands #TapInfluence
  • 5. Brand Strategists Marketing VPDigital Mktg Manager Brand Managers Who should CMO attend? PR/Ad AgenciesSocial Media Managers Influencers! #TapInfluence
  • 6. Agenda• Intro• Critical Trends in Digital Marketing• Brand Challenges• What is Influencer Marketing• Why Influencer Marketing is Critical• Case Studies• Questions #TapInfluence
  • 7. Where are your customers? #TapInfluence
  • 8. Disruptive Trends in Digital Marketing Online Advertising Social Content Media Marketing #TapInfluence
  • 9. 1. Banner Advertising Doesn’t WorkAdvertising budgets are shifting to social media, and major brandsare looking for intelligent, proven and measurable strategies toimprove engagement and influence. #TapInfluence
  • 10. 8% of internet users account for85% of all clicks July 2012 #TapInfluence
  • 11. 2. Consumers Want ContentContent Marketing – compelling, relevant content, developedinternally or through a community of key influencers, is driving moremeaningful and stronger levels of social engagement withconsumers. #TapInfluence
  • 12. There is only one true brandingmechanism online and that’scontent marketing. May 2012 #TapInfluence
  • 13. 3. Social Media Creates InfluencersSocial Marketing – a new breed of technologies and best practicesare emerging to target, automate and measure PR, sales andmarketing processes and the ROI of social marketing campaigns. #TapInfluence
  • 14. In 5 years, marketers will spendmore on social, mobile, and videothan search. 2011 #TapInfluence
  • 15. How Valuable Are Social Actions #TapInfluence
  • 16. Biggest Shifts in Digital Marketing #TapInfluence
  • 17. Shifts in Brand MarketingControl PartnershipImpressions EngagementPurchase ConsiderationReaching everyone Niche audienceConclusions ContentFacts OpinionsLinear (print/tv) Non-linear Mobile and video #TapInfluence
  • 18. The New Influencer #TapInfluence
  • 19. Your customers follow her #TapInfluence
  • 20. What does she have that you don’t? #TapInfluence
  • 21. Some bloggers have largeraudiences than reality TV shows. March 2012 #TapInfluence
  • 22. What is Influencer MarketingPartnering with influencers who help create and share peer-trusted content. #TapInfluence
  • 23. Influencer Eco-system #TapInfluence
  • 24. Influencer Eco-systemBrands need to reach millions of targetconsumers with peer-trusted content that can bedistributed at scale across the web #TapInfluence
  • 25. Influencer Eco-systemAgencies need social solutions forbrands that go beyond banner advertising #TapInfluence
  • 26. Influencer Eco-systemInfluencers want authentic partnershipswith brands they love #TapInfluence
  • 27. Influencer Eco-systemConsumers want relevant, usefulcontent from people they trust #TapInfluence
  • 28. Case StudyABC News and the United Nations Foundation wanted to connect millionsof moms in the US with moms in developing countries to drive awarenessand action around issues affecting moms and babies everywhere.• Identify key influencers (lots of them)• Mobilize them to create relevant and authentic content• Manage creation, publication, timing• Distribute content at scale across the web• Measure performance #TapInfluence
  • 29. Influencer Create and Amplify Content Content Creation 65 Sponsored Conv 800+ Tier two 10 Community Women around the Bloggers Bloggers Leaders world & Partners Content Amplification Content Centralization #TapInfluence
  • 30. Case Study – ABC News #TapInfluence
  • 31. Results 800+ influencers 15.3 million blog readers reached Facebook, Twitter, Blogs Video, Photos, Mobile, International31.2 million total social media impressions 100,000 registrations #TapInfluence
  • 32. Random House #TapInfluence
  • 33. Udi’s Gluten Free #TapInfluence
  • 34. So Why Does Influencer Marketing Matter?• Partners brands with people who have influence with target customers• Creates trust• Provides relevant consumer content• Content for video and mobile• Scalable• Creates powerful earned media• Effective supplement (or alternative) to banner advertising #TapInfluence
  • 35. Questions?• Post questions on twitter using #TapInfluence or in the Chat Screen of GoToWebinar• Contact us for a demo!• Register for our next webinar, September 7th• www.tapinfluence.com #TapInfluence