The  Rise  of  the  Social  Influencer  

Your  Presenter  

Holly Hamann Co-founder and CMO

holly@tapinfluence.com @HollyHamann

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3  Major  Sources  of  Marke:ng  Disrup:on  

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1.  Decline  of  Online  Adver1sing  

2.  Focus  on  Content  Marke1ng  

3.  Rise  of  Social  Influencer  

Banner  Adver:sing  

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8% of internet users account for 85% of all clicks Comscore

Content  Marke:ng  

There  is  only  one  true  branding  mechanism  online  and  that’s  content  marke1ng.          Forbes  

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Social  Media  

1,600,000,000

500,000,000

48,700,000

1,000,000,000

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Social Media is the #1 activity on the web

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Marketers  Used  to  Have  The  Edge  

For  the  first  1me  in  history,  consumers  know  more  about  the  top  marke1ng  channel  than  brands  do.  

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Major  ShiFs  

Control Impressions Purchase Reaching everyone Conclusions Facts Linear

Partnership  Engagement  Considera1on  Niche  audience  Content  Opinions  Non-­‐linear  

   

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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)

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How  Valuable  Is  Influencer  Behavior?  

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Meet the new social influencer

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Why  She’s  Influen:al  

What  does  she  have  that  you  don’t?  

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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

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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 eMarketer

Thank you!

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