This presentation discusses the rise of social influencer marketing. It covers how influencer marketing has evolved due to major disruptions in online advertising, the focus on content marketing, and the rise of social influencers. The presentation defines who social influencers are and why they are important for marketing strategies. It explains that influencers have trust, targeted audiences, and create authentic content, which gives them an advantage over brands. The presentation also discusses what types of influencer content works best and how measuring influencer marketing campaigns is important.

1. Presentation Title:
The Rise of the Social Influencer
Holly Hamann
Co-founder and CMO
TapInfluence

2. Today You Will Learn
Mastering the creation and management of social content is the
most significant challenge marketers have faced in decades.
Brands and agencies are now partnering with influencers to help
scale the creation and distribution of content on social platforms
that matter.
This presentation will cover how this trend evolved, define who
these new influencers are, and why they matter to your
marketing strategy.
(An outline will be covered on the agenda slide that follows.)

3. Holly Hamann
• Currently co-founder of TapInfluence, a
content marketing software platform.
• Have helped launch six start-ups in the tech,
social, and video industries.
• Public speaker, blogger, and contributing
author to Huffington Post, Fast Company, and
Chief Marketer.
• Currently serve as Board member for both
Word of Mouth Marketing Association
(WOMMA) and Deming Center for
Entrepreneurship
• Active triathlete and lives in Boulder Colorado
About Me

4. Agenda
• Major disruptions to world of marketing
• 14 strategic shifts driven by social marketing
• How consumer behavior is affected by social
media
• Meet the new influencers
• What’s the big deal about influencer marketing?
• What content works and why

5. Three Major Sources of Disruption
1. Decline of Online
Advertising
2. Focus on Content
Marketing
3. Rise of Social
Influencer

6. Banner Advertising
8% of internet users
account for 85% of all
clicks
Comscore

7. Content Marketing
There is only one true
branding mechanism
online and that’s
content marketing.
Forbes

8. Social Media
1,600,000,000
500,000,000
48,700,000
1,000,000,000

9. Social Media is the #1
activity on the web

10. Marketers Used To Have The Edge
For the first time in
history, consumers know
more about the top
marketing channel than
brands do.

11. Major Shifts
Control
Impressions
Purchase
Reaching everyone
Conclusions
Facts
Linear
Partnership
Engagement
Consideration
Niche audience
Content
Opinions
Non-linear

12. Does social media affect consumer behavior?
• 74% of consumers rely on social networks to guide purchase decisions
(SproutSocial)
• Consumers are 71 percent more likely to make a purchase based on
social media referrals (HubSpot)
• Out of 53% of consumers who said they use Twitter to recommend
companies or products in their Tweets, 48% bought that product or
service (SproutSocial)
• 49% of consumers use Facebook to search for restaurants (Mashable)
• Facebook is the #1 online channel for influencing the purchase of baby
products (Mashable)
• Twitter is the #1 online channel for influencing purchasing decisions
surrounding electronics (Mashable)
• 81% of US respondents indicated that friends’ social media posts
directly influenced their purchase decision (Forbes)

13. How valuable is influencer behavior?

14. Meet the new social influencers

15. What do they have that brands don’t have?
1. Trust
2. Very targeted audience
3. Authentic consumer
experience
4. Already creating content
5. Better, faster, cheaper
6. Shareable
7. Professional

16. What’s the big deal about Influencer Marketing?
1. Paid media
2. Earned media
3. Owned media

17. What kind of content works best?

18. Why does it work?

19. What does it look like?

20. Move The Needle

21. Move The Needle
• Find out which social platforms your
audience favors
• Identify key influencers on those platforms
• Collaborate with them on content that will
matter to your customers
• Be sure to measure!
Get Started

22. - Understand the major shifts that are disrupting
how marketers succeed in today’s social world
- Learn why social influencers are so powerful
- Learn why brands and agencies are partnering
with influencers to scale the creation and
distribution of content
- Learn what kind of content succeeds
- See examples of brands using influencers
Key Takeaways

23. www.onlinemarketinginstitute.org
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