Influencer marketing is everywhere these days and many of the skills we’ve used for media relations apply in this new world, just at a much larger scale. PR pros are making smarter decisions through data and have greater insights into how their influencer efforts impact the bottom line. How do they identify and reach the voices that resonate with their core communities? Who are the up-and-coming influencers, how do they find them and what platforms do they engage on? Hear directly from Convince & Convert’s Influence Pros podcast host Heidi Sullivan of Cision and Carrie Morgan, author of Above The Noise: Creating Trust, Value & Reputation Online Using Digital PR on the challenges, best practices, technologies and success stories in the fast-growing world of influencer and advocate marketing. Learn how B2C and B2B companies are working with online influencers and customer advocates to grow reach, engagement and conversions. In this session, you will discover: - How real-world brands are engaging influencers to achieve business objectives. - How to find influencers that don’t just have a big audience, but inspire action. - Best practices for measuring the impact of your influencer marketing program.

1. Influence by
the Numbers:
The Science
Behind Influencer
Marketing

2. Heidi Sullivan
SVP, Product
Cision
@hksully
Carrie Morgan
Founder/President
Rock the Status Quo
Author, Above the Noise
@morgancarrie

3. We all want to get
our audience to do
something.
@morgancarrie
@hksully
#cisionwebinar

4. @morgancarrie
@hksully
#cisionwebinar

5. Trend: Micro-influencers
@morgancarrie
@hksully
#cisionwebinar

6. Do Influencers Truly
Influence the Masses?
Malcolm Gladwell: Law of the Few
“The success of any kind of social epidemic is heavily
dependent on the involvement of people with a particular and
rare set of social gifts.”
VS
Duncan Watts: Trends are Unpredictable
“A rare bunch of cool people just don’t have that power. And
when you test the way marketers say the world works,
it falls apart.”@morgancarrie
@hksully
#cisionwebinar

7. @morgancarrie
@hksully
#cisionwebinar

8. Influencer Marketing:
Is it Marketing or PR?
Paid (Marketing):
• Typically used for CPG &
B2C
• Requires full disclosure
• Need developed by growth
of ad blockers
Earned (PR):
• Typically used for B2B &
niche audiences
• Organic based on interest
• Need developed by fracturing
of media
@morgancarrie
@hksully
#cisionwebinar

9. @morgancarrie
@hksully
#cisionwebinar

10. 218,971 Total eBook Views
4,023 Total eBook PDF Downloads
1,040 Total Leads Captured
@morgancarrie
@hksully
#cisionwebinar

11. @morgancarrie
@hksully
#cisionwebinar
@morgancarrie
@hksully
#cisionwebinar

12. Things to Measure
Periodic
Reporting &
Analysis
Content
Campaigns
@morgancarrie
@hksully
#cisionwebinar

13. Set Benchmarks & Objectives
@morgancarrie
@hksully
#cisionwebinar

14. QUESTIONS?
@morgancarrie
@hksully
#cisionwebinar