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MICRO-INFLUENCER
EVENT MARKETING
THE WHY & HOW RIGHT NOW
Dahlia El Gazzar Rachel Stephan
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
[POLL]
Who do you follow?
For what content?
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Source: Ard na Sidhe Country House via Small Business Trends
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
94%
of marketers who use influencer marketing find it an effective practice, and
influencer marketing can generate up to 11x the ROI of traditional
advertising.
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
67%
of marketers believe that influencer marketing campaigns helps them reach a
more targeted audience.
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
INFLUENCER MARKETING IS ALL
ABOUT THE CUSTOMIZATION OF
CONTENT.
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Is it about the
numbers?
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
The power of influencer marketing lies in relationship building and trust and
you can't build that overnight so think long term.
“
”
Lindsay Fultz
@LindsayFultz
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Speakers can and should be huge influencers that reinforce and
enhance your events theme and goals.
But to make that happen you must partner with the speaker before
during and after the event to ensure their messages (live and online) are
in alignment...
“
”Thom Singer
@thomsinger
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
When you apply the best principles of intentionally designed experiences
with influencers, you can get add extra levels of humanity to things like
event marketing, wayfinding, content and more.
“
”
Nick Borelli
@NickBorelli
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
In today's world of influencer marketing, we can better relate to a micro-
influencer because it's easier to get to know, like and trust them. We don't
have to wade through the masses to reach them or talk to their assistant.
They are approachable. They are within arm's reach. A micro-influencer is
powerful to any business and the research data backs it.
“
”Madalyn Sklar
@MadalynSklar
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Who are your
influencers?
Exhibitors Sponsors
Speakers Attendees
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Source: Ard na Sidhe Country House via Small Business Trends
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
#ETL18
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
For Medical Conferences | Symplur
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
For Medical Conferences | Symplur
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
METRICS THAT MATTER
➔ Interest
➔ Demographics
➔ Geo-location
➔ Platform
REACH ENGAGEMENT CONVERSATIONS
➔ Top Performing
Posts
➔ Likes, Shares,
➔ Views, Comments
➔ Clicks
➔ Velocity Tracking
➔ Branded
Conversations
➔ Word & Emoji
Sentiment
➔ Emoji & Phrase
Semantic Mapping
➔ Attention Span
Source: @lindsayfultz
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
MACRO VS MICRO
8K
Twitter
follower
25K
Twitter
follower
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
+IMEX18
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
CMI + Top Rank
Results
● 36 marketing influencers
● 48 page eBook
● 15,000 SlideShare views
● More than 2,000 blog post shares
amongst 8 posts.
● 29 of 36 influencers activated for an
83% amplification rate.
● More than 4,400 video views on
YouTube and native social.
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
REWARD YOUR INFLUENCERS
VIP Treatment Registration/Travel Recognition Onsite
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
CURRENT HOT TREND | Pet Influencers
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Ideas to Increase Added Value
● Tweet your fave insight using event hashtag for a chance to win [x]
● Scavenger hunt of all the Instagrammable things, people at event
● Update attendees on key metrics to make them feel like a part of the
success
○ Track attendance growth, set benchmarks of virtual attendees, benchmarks of types of
engagements crowdsourced questions, % of on-brand comments,
positive/neutral/negative sentiment
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Daniel Wellington
(Swedish watchmaker)
CAMPAIGN EXAMPLE
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Gary Vaynerchuk
INFLUENCER EXAMPLE
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
CUSTOM CHATBOTS
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
EVENT CHATBOTS
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
INFLUENCER CHATBOTS
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Kalani Hilliker
EXAMPLE
4.9mill followers / Insta
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Kalani Hilliker: Facebook Bot
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Platforms to Measure
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
BE RELEVANT
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
BE PROVOCATIVE
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
BE PASSIONATE
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
BE AUTHENTIC
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
YOU are an influencer.
In what? Start now.
Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re
entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
Dahlia El Gazzar Rachel Stephan
snoball.events
@snoballevent
empowerment.events
@DahliaElGazzar

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[Webinar] Micro-influencer event marketing: The why & how right now

  • 1. MICRO-INFLUENCER EVENT MARKETING THE WHY & HOW RIGHT NOW Dahlia El Gazzar Rachel Stephan
  • 2. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! [POLL] Who do you follow? For what content?
  • 3. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Source: Ard na Sidhe Country House via Small Business Trends
  • 4. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! 94% of marketers who use influencer marketing find it an effective practice, and influencer marketing can generate up to 11x the ROI of traditional advertising.
  • 5. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! 67% of marketers believe that influencer marketing campaigns helps them reach a more targeted audience.
  • 6. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! INFLUENCER MARKETING IS ALL ABOUT THE CUSTOMIZATION OF CONTENT.
  • 7. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Is it about the numbers?
  • 8. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! The power of influencer marketing lies in relationship building and trust and you can't build that overnight so think long term. “ ” Lindsay Fultz @LindsayFultz
  • 9. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Speakers can and should be huge influencers that reinforce and enhance your events theme and goals. But to make that happen you must partner with the speaker before during and after the event to ensure their messages (live and online) are in alignment... “ ”Thom Singer @thomsinger
  • 10. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! When you apply the best principles of intentionally designed experiences with influencers, you can get add extra levels of humanity to things like event marketing, wayfinding, content and more. “ ” Nick Borelli @NickBorelli
  • 11. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! In today's world of influencer marketing, we can better relate to a micro- influencer because it's easier to get to know, like and trust them. We don't have to wade through the masses to reach them or talk to their assistant. They are approachable. They are within arm's reach. A micro-influencer is powerful to any business and the research data backs it. “ ”Madalyn Sklar @MadalynSklar
  • 12. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Who are your influencers? Exhibitors Sponsors Speakers Attendees
  • 13. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Source: Ard na Sidhe Country House via Small Business Trends
  • 14. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
  • 15. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! #ETL18
  • 16. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! For Medical Conferences | Symplur
  • 17. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! For Medical Conferences | Symplur
  • 18. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! METRICS THAT MATTER ➔ Interest ➔ Demographics ➔ Geo-location ➔ Platform REACH ENGAGEMENT CONVERSATIONS ➔ Top Performing Posts ➔ Likes, Shares, ➔ Views, Comments ➔ Clicks ➔ Velocity Tracking ➔ Branded Conversations ➔ Word & Emoji Sentiment ➔ Emoji & Phrase Semantic Mapping ➔ Attention Span Source: @lindsayfultz
  • 19. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! MACRO VS MICRO 8K Twitter follower 25K Twitter follower
  • 20. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
  • 21. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
  • 22. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
  • 23. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! +IMEX18
  • 24. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! CMI + Top Rank Results ● 36 marketing influencers ● 48 page eBook ● 15,000 SlideShare views ● More than 2,000 blog post shares amongst 8 posts. ● 29 of 36 influencers activated for an 83% amplification rate. ● More than 4,400 video views on YouTube and native social.
  • 25. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! REWARD YOUR INFLUENCERS VIP Treatment Registration/Travel Recognition Onsite
  • 26. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! CURRENT HOT TREND | Pet Influencers
  • 27. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Ideas to Increase Added Value ● Tweet your fave insight using event hashtag for a chance to win [x] ● Scavenger hunt of all the Instagrammable things, people at event ● Update attendees on key metrics to make them feel like a part of the success ○ Track attendance growth, set benchmarks of virtual attendees, benchmarks of types of engagements crowdsourced questions, % of on-brand comments, positive/neutral/negative sentiment
  • 28. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Daniel Wellington (Swedish watchmaker) CAMPAIGN EXAMPLE
  • 29. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Gary Vaynerchuk INFLUENCER EXAMPLE
  • 30. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! CUSTOM CHATBOTS
  • 31. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! EVENT CHATBOTS
  • 32. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! INFLUENCER CHATBOTS
  • 33. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Kalani Hilliker EXAMPLE 4.9mill followers / Insta
  • 34. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Kalani Hilliker: Facebook Bot
  • 35. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation!
  • 36. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Platforms to Measure
  • 37. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! BE RELEVANT
  • 38. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! BE PROVOCATIVE
  • 39. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! BE PASSIONATE
  • 40. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! BE AUTHENTIC
  • 41. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! YOU are an influencer. In what? Start now.
  • 42. Follow @DahliaElGazzar or @StephanRachel, post “❤💥preso #HubbWebinar” & you’re entered for a chance to win either a Rocketbook Everlast or a 30-min consultation! Dahlia El Gazzar Rachel Stephan snoball.events @snoballevent empowerment.events @DahliaElGazzar

Editor's Notes

  1. Leveraging influencer marketing for events starts with knowing your audience to attract the right guest speakers and attendee list in order to collaborate with them to create compelling interactive content that resonates and incites action. Also don't just focus on interacting with people at the event. Have a strategy in place to interact with virtual attendees to increase future attendance.
  2. Know your guest list Make sure the event is visually appealing Compensate - you get what you pay for Don't just focus on growing event attendance, focus on growing virtual event tune in for more lower hanging fruit attendance in future years Host several live chats with major influencers attending the event. Stream these to online audience through Facebook and IG Live Increase reach + brand recall
  3. https://www.forbes.com/sites/clareoconnor/2017/04/10/earning-power-heres-how-much-top-influencers-can-make-on-instagram-and-youtube/#119aed7024db
  4. Trend in hospitality industry in influencer marketing right now is leveraging pet influencers to showcase how pet friendly their venue and restaurants are - pet owners have disposable income
  5. https://mediakix.com/2016/05/instagram-marketing-case-study-daniel-wellington/#gs.zuia4V4
  6. http://www.vamp.me/blog/how-to-use-chatbots/ https://leadflip.ai/features/ Geared to keep people talking to gather insights to better tailor content & offerings to shorten the sales lead b/c offerings are more customized Bots can not only follow but view, like and comment focusing on the positive/neutral/negative sentiment, shareability (% of comments that have an @mention) and % of comments that are on brand matter most
  7. https://chatbotslife.com/an-event-chatbot-case-study-18de3ada34a5
  8. https://medium.com/swlh/how-to-use-chatbots-for-influencer-campaigns-d3a1938606d6 If you were looking to buy a new car and you decided on a Ford and went to their website for more info -- what if Henry Ford was the chatbot? With entertainment companies chatbots could be for instance with Lionsgate -- it could be all the Power Rangers selling movie tickets, shirts, toys, dvd/dhd downloads. In a couple years, influencer chatbots will be quite normal
  9. Kalani posted three pieces of content on Instagram to drive traffic to the chatbot and generated 112,791 messages and 14x more conversations than her average comments per-post.
  10. https://simplymeasured.com http://home.kred http://buzzsumo.com https://izea.com http://www.linqia.com