Transcript of "TapInfluence "Why Influencer Marketing Matters To Your Brand""
formerlyWebinar: Why Influencer Marketing Matters To Your Brand
About Your Presenter: Holly Hamann firstname.lastname@example.org @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
Disruptive Trends in Digital Marketing Online Advertising Social Content Media Marketing #TapInfluence
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
8% of internet users account for85% of all clicks July 2012 #TapInfluence
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
There is only one true brandingmechanism online and that’scontent marketing. May 2012 #TapInfluence
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
In 5 years, marketers will spendmore on social, mobile, and videothan search. 2011 #TapInfluence
Biggest Shifts in Digital Marketing #TapInfluence
Shifts in Brand MarketingControl PartnershipImpressions EngagementPurchase ConsiderationReaching everyone Niche audienceConclusions ContentFacts OpinionsLinear (print/tv) Non-linear Mobile and video #TapInfluence
Influencer Eco-systemBrands need to reach millions of targetconsumers with peer-trusted content that can bedistributed at scale across the web #TapInfluence
Influencer Eco-systemAgencies need social solutions forbrands that go beyond banner advertising #TapInfluence
Influencer Eco-systemInfluencers want authentic partnershipswith brands they love #TapInfluence
Influencer Eco-systemConsumers want relevant, usefulcontent from people they trust #TapInfluence
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
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
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
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
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
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