The Rise of the Social Influencer
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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.
The Rise of the Social Influencer
- 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
- 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
Editor's Notes
- #24: Please keep thank you page as is.