The cost of acquiring new customers has become more costly and unpredictable. As marketers, you're faced with an increasingly complex buyer journey, and growing pressure from the organization to make it cheaper to get high-value accounts. Smart marketing organizations are scaling their content creation and amplification operations to meet the demands of a curious and skeptical consumer, and even smarter marketers are leveraging the goodwill of their armies of happy customers to create authentic and fresh social content. Learn what an influencer, an advocate and a celebrity endorsement is; how to leverage each to grow revenue; and get access to best practices and big data that makes working with influencers and generating content not only fun and compelling, but revenue enabling. And, in the process, we will meet real influencers, understand their motivations, know how to best compensate them and use their content to change the game.

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The New Content King
Is a Queen - and
She’s an Influencer
The Rise of the Influencer Economy
P R O M I S E P H E L O N | C E O , TA P I N F L U E N C E
@PromisePhelon @TapInfluence

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As CEO of TapInfluence Promise has led the
charge to redefine and evolve the company from
a high-touch agency business to a data-science
driven marketplace.
TapInfluence is the only influencer marketing
platform with eight-plus years of data that is
used by more than 500 of the world's top brands
and the biggest baddest agencies.
The Silicon Valley Business Journal named her
a Woman of Influence in 2012, for her history of
leading high-growth technology companies in
rapidly-evolving industries and attracting brilliant
talent who drive true market transformation.
Promise Phelon
CEO, TapInfluence #INBOUND17

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Reality:
Women are responsible for the rise of social
media and digital influence.
What it means for you:
Not only is the female consumer critical but
she is also now an influencer, and an active
extension of your “product development” and
marketing team.

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@PromisePhelon @TapInfluence
"Over the next decade, women will control 2/3
of consumer wealth in the United States and
be the beneficiaries of the largest transference
of wealth in our country’s history. Estimates
range from $12 to $40 trillion.”
FINANCED BY WOMEN

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B U I LT B Y W O M E N
93%
of US millennial
mothers are likely
to share their
clothing purchases
on social media
51%
use social
networks to share
commentary
related to products
and shopping
@PromisePhelon @TapInfluence

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@PromisePhelon @TapInfluence
U S E D B Y W O M E N
86% of women surveyed turn to social
media outlets for opinions, advice and
recommendations while 72% connect
with their social media community
“frequently” to help make everyday
purchasing decisions. 93% percent of
women consumers said they seek out
more types of information more often
now that it’s easier to access.
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Influenced By
Women

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of the Influencers
in the TapInfluence
marketplace are
women.
68%
@PromisePhelon @TapInfluence

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$1,000-$1,700/MONTH
Average Active
Influencer Income
vs.
$377/MONTH
4 TapInfluence data
5 Earnest loan applicant data
INFLUENCERS EARN MORE THAN
D R I V E R S A N D M A K E R S … F R O M H O M E
$151/MONTH

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@PromisePhelon @TapInfluence
WOMEN ARE INFLUENTIAL
42%
of U.S. millennial
mothers believe that
advertising is not
geared towards them
(Weber Shandwick).
78%
of U.S. moms say
they take action after
seeing a brand’s
posts on Instagram.
(Adweek)
1 in 4
U.S. millennial
moms will do more
than half of their
shopping online
(IAB).
81%
of U.S. millennial
moms shop with their
phones whether to
price shop, find
coupons, or order
online. (IAB)

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@PromisePhelon @TapInfluence
A N D I T ’ S W O R K I N G
72%
of marketers say that
they have allocated
budget for influencer
marketing.
(Forrester, 2015)

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@PromisePhelon @TapInfluence
They do not think of them as promoters or marketers
They identify with them and want to emulate them
They see them as authentic, inspirational, funny, wise,
cool, interesting and trendsetting
Credibility is now the key - today trust rules over truth
WHAT DO CONSUMERS THINK OF THEM?

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Average CTR of an
influencer social
post is 15% vs.
0.14% for Facebook
post, 0.10% for
banner ads
(Smart Insights)
92%
of consumers say
they trust social
recommendations
from friends and
family above all other
types of marketing
(Nielsen)
16X
Influencer marketing
programs drive 16x
more engagement
than owned media
(The Real Time
Report)
@PromisePhelon @TapInfluence
INFLUENCE WILL OUTPERFORM “INTERRUPTION”

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Nearly 90% Of Marketers
Leverage The Wrong
Influencers

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CELEBRITIES
SOCIAL MEDIA
CELEBRITIES
PREMIUM
INFLUENCERS
MICRO-INFLUENCERS
ADVOCATES
BRAND AMBASSADORS
WHY?
INFLUENCE
IS NOT
C R E AT E D
EQUAL
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PYRAMID OF
INFLUENCE
@PromisePhelon @TapInfluence

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C E L E B R I T Y I N F L U E N C E R S Y O U K N O W
@PromisePhelon @TapInfluence
Eva Rinaldi Photography
www.evarinaldi.com
Eva Rinaldi Photography
www.evarinaldi.com
avrilllllla
https://www.flickr.com/photos/
57474870@N03/5313287712/

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PREMI UM INFLUENCERS YOU DON’T
Chungah Rhee - Total
following of 1.8 Million and
featured in: Huffington Post,
TODAY, Country Living
Magazine, HGTV,
COSMOPOLITAN, and NBC
for her food recipes.
Luvvie Ajayi - Award-winning
writer and digital strategist
who thrives at the intersection
of comedy, technology and
activism. Featured in:
FORBES, Lifetime, INC.,
NYTIMES, and AdWeek.
Awarded the 2017 Audie
Award for Best Humor Book.
Jocelyn Delk Adams Founder
of Grandbaby Cakes. Featured
on The Rachael Ray Show,
Food Network’s The Kitchen,
The Cooking Channel, ABC
World News Now, Hallmark
Channel, Better Homes and
Gardens, O (The Oprah)
Magazine and more.
Kiersten Rich - The Blonde
Abroad is an award-winning
solo female travel & lifestyle
blog featuring travel tips,
fashion, festivals and
photography from around the
world. Featured on: Travel
Channel, Lonely Planet,
Expedia and Travelocity.
@PromisePhelon @TapInfluence

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Reach self-selected consumers who are looking for advice
Tap into an existing community that is based on fun and trust
Amplify existing campaigns across social channels
Increase brand awareness and loyalty
Influence buying decisions and evaluation criteria
WHY WE NEED SOCIAL MEDIA INFLUENCERS?
@PromisePhelon @TapInfluence

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$271 $814
Average Cost of
Blog Post
(TapInfluence, 2016+)
WHY EFFECTIVE INFLUENCER MARKETING
WILL BE YOUR BEST COST OF CONTENT ROI
@PromisePhelon @TapInfluence
Average Cost of
Social Shares
(TapInfluence, 2016+)
$2,397
Average Cost of
Video
(TapInfluence, 2016+)

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What Now?
A C T I O N I T E M S

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Identify and empower
influencers to create
cost effective content
and meet consumers
where they are.
@PromisePhelon @TapInfluence
1

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@PromisePhelon @TapInfluence
Value audience,
engagement over
reach and pretty
photos.
2

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@PromisePhelon @TapInfluence
Work only with
“believers.” Allow
them to be creative
and ambitious.
3
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@PromisePhelon @TapInfluence
4
Follow the Rules.
Be FTC compliant..
#ad, #spon
tapinfluence.com/ftc-auditor/
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FREE FTC CONTENT AUDITOR

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@PromisePhelon @TapInfluence
Sales Lift
Display Ads:
$16 per 1,000 impressions
Influencer Marketing:
$285 per 1,000 page views
11X
Evergreen ROI
Additional 2X views generated after
campaign concluded
Effective CPM is halved every 3
months
5
No vanity metrics.
Compare to digital
investments. Measure
ROI and relevance,
not reach.
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T H A N K Y O U !
T A P I N F L U E N C E . C O M
Promise Phelon
CEO, TapInfluence
@PromisePhelon @TapInfluence