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The Intersection of Content Marketing and Influencer Marketing

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Skyword Inc.
Skyword Inc.

What happens when powerful stories are told by talented storytellers? People listen. We call this Con-fluence - the exciting, new intersection of content marketing and influencer strategy. Learn how some of the savviest brands are working with influential storytellers to become what people love, instead of interrupting what they love on the web. Gain valuable insight on how to: Identify subject matter experts in your industry Make connections with those who have sway among your customer base Streamline content creation with market influencers Improve the reach and resonance of your content. Doug Sikes, Traackr's vice president of sales, and Andrew Wheeler, Skyword's vice president of strategic services, will show you how to marry your content marketing with influencer strategy to help you become a stronger storyteller.

Marketing
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The Intersection of Content Marketing & Influencer Marketing Influencer Marketing Platform © 2014 Confidential. #Confluence © 2014 Skyword Inc, Confidential. All rigAhltl sr igrehtsse rrevseedrv. ed.
Andrew Wheeler VP of Strategic Services Skyword, Inc. Doug Sikes VP of Sales Traackr © 2014 Confidential. #Confluence All rights reserved. 2 Today’s Presenters
What We Will Cover Today What is Influencer Marketing? Types of Influencers Building Relationships with Influencers How to Find Influencers Real-Life Examples Question & Answer © 2014 Confidential. #Confluence All rights reserved. 3
#confluence content marketing + influencer marketing © 2014 Confidential. #Confluence All rights reserved. 4
What’s an Influencer? An Influencer is anyone who, through actions or opinions, is able to shape the opinions, perceptions or behaviors of others. 3% = 90% Never doubt that a small group of thoughtful, committed citizens can change the world. –Margaret Mead © 2014 Confidential. #Confluence All rights reserved. 5
What’s Influencer Marketing? Influencer Marketing is the process of identifying, researching, engaging and supporting the people who create the conversations impacting your brand, products or services. © 2014 Confidential. #Confluence All rights reserved. 6
Influencers have harnessed buyer trust © 2014 Confidential. #Confluence All rights reserved. 7
© 2014 Confidential. #Confluence All rights reserved. 8 Types of Influencers
Types of Influencers – The Celebrity © 2014 Confidential. #Confluence All rights reserved. 9
Types of Influencers – The Expert © 2014 Confidential. #Confluence All rights reserved. 10
The Methodology to Influencer Marketing © 2014 Confidential. #Confluence All rights reserved. 11
Success Study: Raising Brand Awareness Company Vend, a global vendor of cloud-based POS software Solution Engagement program: Host online community of top influencers Results 25+ Industry Influencers 500+ Social Shares Lift 5K Pageviews in first 30 days (2x traffic) Goal Positioning as a key player in the industry Challenge Fragmented market, dominated by larger incumbents © 2014 Confidential. #Confluence All rights reserved. 12
Solution Build exclusive, high touch engagement program with influential advocates Results 75K+ pieces of earned media 12M direct reach 800% Growth in referrals 600% Spontaneous quotes Success Study: Cultivating Advocacy © 2014 Confidential. #Confluence All rights reserved. 13 Company Asos, leading online fashion retailer Goal Increase referral traffic Challenge Pilot program with limited resources, ability to focus on highest yield paramount
5 Tips to Get Started Today © 2014 Confidential. #Confluence All rights reserved. 14
5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics © 2014 Confidential. #Confluence All rights reserved. 15
5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics Reference Reference & link back to influencer write-ups on topic & let them know © 2014 Confidential. #Confluence All rights reserved. 16
5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics Reference Reference & link back to influencer write-ups on topic & let them know Co-create Co-create content with influencers © 2014 Confidential. #Confluence All rights reserved. 17
5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics Reference Reference & link back to influencer write-ups on topic & let them know Co-create Co-create content with influencers Support Develop assets for influencers to leverage © 2014 Confidential. #Confluence All rights reserved. 18
5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics Reference Reference & link back to influencer write-ups on topic & let them know Co-create Co-create content with influencers Support Develop assets for influencers to leverage Sponsor Sponsor relevant influencer content © 2014 Confidential. #Confluence All rights reserved. 19
5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics Reference Reference & link back to influencer write-ups on topic & let them know Co-create Co-create content with influencers Support Develop assets for influencers to leverage Sponsor Sponsor relevant influencer content © 2014 Confidential. #Confluence All rights reserved. 20
© 2014 Confidential. #Confluence All rights reserved. 21 A Lot Like Dating
© 2014 Confidential. #Confluence All rights reserved. 22 Find Quality People
Listen, Ask Questions, and Share © 2014 Confidential. #Confluence All rights reserved. 23
© 2014 Confidential. #Confluence All rights reserved. 24 Pick the Best for You
Do Something Together Around a Shared Passion © 2014 Confidential. #Confluence All rights reserved. 25
Audiences Trust Influencers 92% of people trust recommendations from people they know 70% trust consumer opinions posted online © 2014 Confidential. #Confluence All rights reserved. 26
Categorize Influencers By Tiers Reach © 2014 Confidential. #Confluence All rights reserved. 27 Tier 1 Expertise Conversation Tier 2 Tier 3
Real-Life Example #1: IBM (Insiders) © 2014 Confidential. #Confluence All rights reserved. 28
Real-Life Example #1: IBM (Contributors) © 2014 Confidential. #Confluence All rights reserved. 29
Paid, Earned, & Owned © 2014 Confidential. #Confluence All rights reserved. 30
© 2014 Confidential. #Confluence All rights reserved. 31 Disclaimer
© 2014 Confidential. #Confluence All rights reserved. 32 Disclaimer
Real-Life Example #2: GE Capital © 2014 Confidential. #Confluence All rights reserved. 33
Influencer: Chuck Leddy © 2014 Confidential. #Confluence All rights reserved. 34
Influencer: Dorie Clark © 2014 Confidential. #Confluence All rights reserved. 35
How to Find Influencers: Search © 2014 Confidential. #Confluence All rights reserved. 36
How to Find Influencers: Search © 2014 Confidential. #Confluence All rights reserved. 37 1
How to Find Influencers: Filter © 2014 Confidential. #Confluence All rights reserved. 38
How to Find Influencers: Filter © 2014 Confidential. #Confluence All rights reserved. 39 2
How to Find Influencers: Select 3 © 2014 Confidential. #Confluence All rights reserved. 40
© 2014 Confidential. #Confluence All rights reserved. 41 Search By… Search by: • Topic • Tag • Language • Content Style • Location • Reach Score • Resonance Score • Klout Score • Has a Personal Blog • Editorial Rating
© 2014 Confidential. #Confluence All rights reserved. 42 Influencer Profile Information displayed: • Bio • Content Samples • Social Profiles & Metrics • Content Performance • Email
Search for Influencers © 2014 Confidential. #Confluence All rights reserved. 43
Finding influencers is ongoing © 2014 Confidential. #Confluence All rights reserved. 44 5 Key Takeaways 1 2 3 4 Many types of influencers; each with unique motives 5 Date your influencers Countless benefits for your marketing initiatives Don’t try to do it alone
? Questions? © 2014 Confidential. #Confluence All rights reserved. 45
Complimentary Download Learn how to build a sustainable influencer marketing program. A link will be sent to all registrants after the webinar. © 2014 Confidential. #Confluence All rights reserved. 46
© 2014 Confidential. #Confluence All rights reserved. 47 Thank You! learnmore@skyword.com dsikes@traackr.com

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The Intersection of Content Marketing and Influencer Marketing

  • 1. The Intersection of Content Marketing & Influencer Marketing Influencer Marketing Platform © 2014 Confidential. #Confluence © 2014 Skyword Inc, Confidential. All rigAhltl sr igrehtsse rrevseedrv. ed.
  • 2. Andrew Wheeler VP of Strategic Services Skyword, Inc. Doug Sikes VP of Sales Traackr © 2014 Confidential. #Confluence All rights reserved. 2 Today’s Presenters
  • 3. What We Will Cover Today What is Influencer Marketing? Types of Influencers Building Relationships with Influencers How to Find Influencers Real-Life Examples Question & Answer © 2014 Confidential. #Confluence All rights reserved. 3
  • 4. #confluence content marketing + influencer marketing © 2014 Confidential. #Confluence All rights reserved. 4
  • 5. What’s an Influencer? An Influencer is anyone who, through actions or opinions, is able to shape the opinions, perceptions or behaviors of others. 3% = 90% Never doubt that a small group of thoughtful, committed citizens can change the world. –Margaret Mead © 2014 Confidential. #Confluence All rights reserved. 5
  • 6. What’s Influencer Marketing? Influencer Marketing is the process of identifying, researching, engaging and supporting the people who create the conversations impacting your brand, products or services. © 2014 Confidential. #Confluence All rights reserved. 6
  • 7. Influencers have harnessed buyer trust © 2014 Confidential. #Confluence All rights reserved. 7
  • 8. © 2014 Confidential. #Confluence All rights reserved. 8 Types of Influencers
  • 9. Types of Influencers – The Celebrity © 2014 Confidential. #Confluence All rights reserved. 9
  • 10. Types of Influencers – The Expert © 2014 Confidential. #Confluence All rights reserved. 10
  • 11. The Methodology to Influencer Marketing © 2014 Confidential. #Confluence All rights reserved. 11
  • 12. Success Study: Raising Brand Awareness Company Vend, a global vendor of cloud-based POS software Solution Engagement program: Host online community of top influencers Results 25+ Industry Influencers 500+ Social Shares Lift 5K Pageviews in first 30 days (2x traffic) Goal Positioning as a key player in the industry Challenge Fragmented market, dominated by larger incumbents © 2014 Confidential. #Confluence All rights reserved. 12
  • 13. Solution Build exclusive, high touch engagement program with influential advocates Results 75K+ pieces of earned media 12M direct reach 800% Growth in referrals 600% Spontaneous quotes Success Study: Cultivating Advocacy © 2014 Confidential. #Confluence All rights reserved. 13 Company Asos, leading online fashion retailer Goal Increase referral traffic Challenge Pilot program with limited resources, ability to focus on highest yield paramount
  • 14. 5 Tips to Get Started Today © 2014 Confidential. #Confluence All rights reserved. 14
  • 15. 5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics © 2014 Confidential. #Confluence All rights reserved. 15
  • 16. 5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics Reference Reference & link back to influencer write-ups on topic & let them know © 2014 Confidential. #Confluence All rights reserved. 16
  • 17. 5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics Reference Reference & link back to influencer write-ups on topic & let them know Co-create Co-create content with influencers © 2014 Confidential. #Confluence All rights reserved. 17
  • 18. 5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics Reference Reference & link back to influencer write-ups on topic & let them know Co-create Co-create content with influencers Support Develop assets for influencers to leverage © 2014 Confidential. #Confluence All rights reserved. 18
  • 19. 5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics Reference Reference & link back to influencer write-ups on topic & let them know Co-create Co-create content with influencers Support Develop assets for influencers to leverage Sponsor Sponsor relevant influencer content © 2014 Confidential. #Confluence All rights reserved. 19
  • 20. 5 Tips to Get Started Today Listen and engage Listen to relevant influencer conversations & contribute on trending topics Reference Reference & link back to influencer write-ups on topic & let them know Co-create Co-create content with influencers Support Develop assets for influencers to leverage Sponsor Sponsor relevant influencer content © 2014 Confidential. #Confluence All rights reserved. 20
  • 21. © 2014 Confidential. #Confluence All rights reserved. 21 A Lot Like Dating
  • 22. © 2014 Confidential. #Confluence All rights reserved. 22 Find Quality People
  • 23. Listen, Ask Questions, and Share © 2014 Confidential. #Confluence All rights reserved. 23
  • 24. © 2014 Confidential. #Confluence All rights reserved. 24 Pick the Best for You
  • 25. Do Something Together Around a Shared Passion © 2014 Confidential. #Confluence All rights reserved. 25
  • 26. Audiences Trust Influencers 92% of people trust recommendations from people they know 70% trust consumer opinions posted online © 2014 Confidential. #Confluence All rights reserved. 26
  • 27. Categorize Influencers By Tiers Reach © 2014 Confidential. #Confluence All rights reserved. 27 Tier 1 Expertise Conversation Tier 2 Tier 3
  • 28. Real-Life Example #1: IBM (Insiders) © 2014 Confidential. #Confluence All rights reserved. 28
  • 29. Real-Life Example #1: IBM (Contributors) © 2014 Confidential. #Confluence All rights reserved. 29
  • 30. Paid, Earned, & Owned © 2014 Confidential. #Confluence All rights reserved. 30
  • 31. © 2014 Confidential. #Confluence All rights reserved. 31 Disclaimer
  • 32. © 2014 Confidential. #Confluence All rights reserved. 32 Disclaimer
  • 33. Real-Life Example #2: GE Capital © 2014 Confidential. #Confluence All rights reserved. 33
  • 34. Influencer: Chuck Leddy © 2014 Confidential. #Confluence All rights reserved. 34
  • 35. Influencer: Dorie Clark © 2014 Confidential. #Confluence All rights reserved. 35
  • 36. How to Find Influencers: Search © 2014 Confidential. #Confluence All rights reserved. 36
  • 37. How to Find Influencers: Search © 2014 Confidential. #Confluence All rights reserved. 37 1
  • 38. How to Find Influencers: Filter © 2014 Confidential. #Confluence All rights reserved. 38
  • 39. How to Find Influencers: Filter © 2014 Confidential. #Confluence All rights reserved. 39 2
  • 40. How to Find Influencers: Select 3 © 2014 Confidential. #Confluence All rights reserved. 40
  • 41. © 2014 Confidential. #Confluence All rights reserved. 41 Search By… Search by: • Topic • Tag • Language • Content Style • Location • Reach Score • Resonance Score • Klout Score • Has a Personal Blog • Editorial Rating
  • 42. © 2014 Confidential. #Confluence All rights reserved. 42 Influencer Profile Information displayed: • Bio • Content Samples • Social Profiles & Metrics • Content Performance • Email
  • 43. Search for Influencers © 2014 Confidential. #Confluence All rights reserved. 43
  • 44. Finding influencers is ongoing © 2014 Confidential. #Confluence All rights reserved. 44 5 Key Takeaways 1 2 3 4 Many types of influencers; each with unique motives 5 Date your influencers Countless benefits for your marketing initiatives Don’t try to do it alone
  • 45. ? Questions? © 2014 Confidential. #Confluence All rights reserved. 45
  • 46. Complimentary Download Learn how to build a sustainable influencer marketing program. A link will be sent to all registrants after the webinar. © 2014 Confidential. #Confluence All rights reserved. 46
  • 47. © 2014 Confidential. #Confluence All rights reserved. 47 Thank You! learnmore@skyword.com dsikes@traackr.com