TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters To Your Brand" on 8.20.12

1. formerly
Webinar: Why Influencer Marketing
Matters To Your Brand

2. About Your Presenter:
Holly Hamann
holly@tapinfluence.com
@HollyHamann
• Co-founder, TapInfluence (formerly BlogFrog)
• Sixth tech start-up
• 18 years in digital marketing
• Mathematics and Computer Science Degree
• Blogger – www.LoveandMath.com
• Frequent speaker on social marketing
#TapInfluence

3. What is TapInfluence?
#TapInfluence

4. Influencer Marketing Platform & Services Used
by the World’s Top Brands
#TapInfluence

5. Brand Strategists
Marketing VP
Digital Mktg Manager
Brand Managers
Who should
CMO attend?
PR/Ad Agencies
Social Media Managers
Influencers!
#TapInfluence

6. Agenda
• Intro
• Critical Trends in Digital Marketing
• Brand Challenges
• What is Influencer Marketing
• Why Influencer Marketing is Critical
• Case Studies
• Questions
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7. Where are your customers?
#TapInfluence

8. Disruptive Trends in Digital Marketing
Online
Advertising
Social Content
Media Marketing
#TapInfluence

9. 1. Banner Advertising Doesn’t Work
Advertising budgets are shifting to social media, and major brands
are looking for intelligent, proven and measurable strategies to
improve engagement and influence.
#TapInfluence

10. 8% of internet users account for
85% of all clicks
July 2012
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11. 2. Consumers Want Content
Content Marketing – compelling, relevant content, developed
internally or through a community of key influencers, is driving more
meaningful and stronger levels of social engagement with
consumers.
#TapInfluence

12. There is only one true branding
mechanism online and that’s
content marketing.
May 2012
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13. 3. Social Media Creates Influencers
Social Marketing – a new breed of technologies and best practices
are emerging to target, automate and measure PR, sales and
marketing processes and the ROI of social marketing campaigns.
#TapInfluence

14. In 5 years, marketers will spend
more on social, mobile, and video
than search.
2011
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15. How Valuable Are Social Actions
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16. Biggest Shifts in Digital Marketing
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17. Shifts in Brand Marketing
Control Partnership
Impressions Engagement
Purchase Consideration
Reaching everyone Niche audience
Conclusions Content
Facts Opinions
Linear (print/tv) Non-linear Mobile and video
#TapInfluence

18. The New Influencer
#TapInfluence

19. Your customers follow her
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20. What does she have that you don’t?
#TapInfluence

21. Some bloggers have larger
audiences than reality TV shows.
March
2012
#TapInfluence

22. What is Influencer Marketing
Partnering with influencers who help create and share peer-trusted content.
#TapInfluence

23. Influencer Eco-system
#TapInfluence

24. Influencer Eco-system
Brands need to reach millions of target
consumers with peer-trusted content that can be
distributed at scale across the web
#TapInfluence

25. Influencer Eco-system
Agencies need social solutions for
brands that go beyond banner advertising
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26. Influencer Eco-system
Influencers want authentic partnerships
with brands they love
#TapInfluence

27. Influencer Eco-system
Consumers want relevant, useful
content from people they trust
#TapInfluence

28. Case Study
ABC News and the United Nations Foundation wanted to connect millions
of moms in the US with moms in developing countries to drive awareness
and action around issues affecting moms and babies everywhere.
• Identify key influencers (lots of them)
• Mobilize them to create relevant and authentic content
• Manage creation, publication, timing
• Distribute content at scale across the web
• Measure performance
#TapInfluence

29. Influencer Create and Amplify Content
Content Creation
65 Sponsored Conv 800+ Tier two 10 Community Women around the
Bloggers Bloggers Leaders world & Partners
Content Amplification
Content Centralization
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30. Case Study – ABC News
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31. Results
800+ influencers
15.3 million blog readers reached
Facebook, Twitter, Blogs
Video, Photos, Mobile, International
31.2 million total social media impressions
100,000 registrations
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32. Random House
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33. Udi’s Gluten Free
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34. So Why Does Influencer Marketing Matter?
• Partners brands with people who have influence with target
customers
• Creates trust
• Provides relevant consumer content
• Content for video and mobile
• Scalable
• Creates powerful earned media
• Effective supplement (or alternative) to banner advertising
#TapInfluence

35. Questions?
• Post questions on twitter using #TapInfluence or in
the Chat Screen of GoToWebinar
• Contact us for a demo!
• Register for our next webinar, September 7th
• www.tapinfluence.com
#TapInfluence