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The Rise of Social Influencers: How Brands Can Leverage Their Impact

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Rustin Banks
Rustin Banks
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The  Rise  of  the  Social   Influencer  
Your  Presenter   Holly Hamann Co-founder and CMO holly@tapinfluence.com @HollyHamann #sociali
3  Major  Sources  of   Marke:ng  Disrup:on   #sociali 1.  Decline  of  Online   Adver1sing   2.  Focus  on  Content   Marke1ng   3.  Rise  of  Social  Influencer  
Banner  Adver:sing   #sociali 8% of internet users accoun 85% of all clicks Comscore
Content  Marke:ng   There  is  only  one  true   branding  mechanism   online  and  that’s  conten marke1ng.          Forbes   #sociali
Social  Media   1,600,000,000 500,000,000 48,700,000 1,000,000,000 #sociali
Social Media is the # activity on the web #sociali
Marketers  Used  to  Have  T Edge   For  the  first  1me  in   history,  consumers  kno more  about  the  top   marke1ng  channel  than brands  do.   #sociali
Major  ShiFs   Control Impressions Purchase Reaching everyone Conclusions Facts Linear Partnersh Engagem Considera Niche  aud Content   Opinions   Non-­‐linea     #sociali
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 med referrals (HubSpot) Out of 53% of consumers who said they use Twitter to recommend companies o 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) #sociali
How  Valuable  Is  Influencer  Behavior?   #sociali
Meet the new social influencer #sociali
#sociali Why  She’s  Influen:al  
What  does  she  have  that   don’t?   #sociali 1.  Trust   2.  Very  targeted  audience   3.  Authen1c  consumer   experience   4.  Already  crea1ng  content 5.  BeTer,  faster,  cheaper   6.  Shareable   7.  Professional  
Difference between advocate and influencer #sociali
#sociali What’s  the  big  deal  about   Influencer  Marke:ng   1.  Paid  media   2.  Earned  media   3.  Owned  media  
Influencer  Marke:ng  is  growing  4X  Display   Adver:sing   Source: Technorati and eMarke
Thank you! #socialinfluencer

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Driving Measurable Influence With Emerging Social Platforms
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8 Things You Can Ask Influencers To Do
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Step Up Your Influence
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Building A Winning Content Strategy
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Mapping Content To Social Platforms
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The Rise of Social Influencers: How Brands Can Leverage Their Impact