The Intersection of Content Marketing and Influencer Marketing

© 2014 Confidential. All rights reserved.#Confluenc

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© 2014 Skyword Inc, Confidential. All rights reserved.

The Intersection of Content Marketing &

Influencer Marketing

Influencer Marketing Platform


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Andrew WheelerVP of Strategic ServicesSkyword, Inc.

Doug SikesVP of SalesTraackr

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Today’s Presenters


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What We Will Cover Today

What is Influencer Marketing?

Types of Influencers

Building Relationships with Influencers

How to Find Influencers

Real-Life Examples

Question & Answer


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#confluence

content marketing + influencer marketing


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What’s an Influencer?

An Influencer is anyone who, through actions or

opinions, is able to shape the opinions, perceptions

or behaviors of others.

3% = 90%

Never doubt that a small group of thoughtful, committed citizens can change

the world. –Margaret Mead


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What’s Influencer Marketing?

Influencer Marketing is the process of identifying,

researching, engaging and supporting the people who

create the conversations impacting your brand, products

or services.


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Influencers have harnessed buyer trust


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Types of Influencers


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Types of Influencers – The Celebrity


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Types of Influencers – The Expert


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The Methodology to

Influencer Marketing


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Success Study:

Raising Brand Awareness

Company

Vend, a global vendor of cloud-based POS software

Solution

Engagement program: Host online community of top

influencers

Results

25+ Industry Influencers

500+ Social Shares

Lift 5K Pageviews in first 30 days (2x traffic)

Goal

Positioning as a key player in the industry

Challenge

Fragmented market, dominated by larger incumbents


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Solution

Build exclusive, high touch engagement program with

influential advocates

Results

75K+ pieces of earned media

12M direct reach

800% Growth in referrals

600% Spontaneous quotes

Goal

Increase referral traffic

Challenge

Pilot program with limited resources, ability to focus

on highest yield paramount

Company

Asos, leading online fashion retailer

Success Study:

Cultivating Advocacy


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Tips to Get Started Today5


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Listen and engage

Listen to relevant influencer conversations & contribute on trending topics



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Listen and engage


Reference

Reference & link back to influencer write-ups on topic & let them know



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Listen and engage


Reference


Co-create

Co-create content with influencers



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Listen and engage


Reference


Co-create


Support

Develop assets for influencers to leverage



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Listen and engage


Reference


Co-create


Support


Sponsor

Sponsor relevant influencer content



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Listen and engage


Reference


Co-create


Support


Sponsor

Sponsor relevant influencer content



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A Lot Like Dating


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Find Quality People


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Listen, Ask Questions, and Share


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Pick the Best for You


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Do Something Together Around a Shared Passion


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Audiences Trust Influencers

92% of people trust recommendations from people they know

70% trust consumer opinions posted online


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Categorize Influencers By Tiers

ReachTier 1

Expertise

Conversation

Tier 2

Tier 3


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Real-Life Example #1: IBM (Insiders)


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Real-Life Example #1: IBM (Contributors)


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Paid, Earned, & Owned


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Disclaimer


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Disclaimer


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Real-Life Example #2: GE Capital


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Influencer: Chuck Leddy


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Influencer: Dorie Clark


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How to Find Influencers: Search


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How to Find Influencers: Search

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How to Find Influencers: Filter


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How to Find Influencers: Filter

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How to Find Influencers: Select

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Search By…

Search by:

• Topic

• Tag

• Language

• Content Style

• Location

• Reach Score

• Resonance Score

• Klout Score

• Has a Personal Blog

• Editorial Rating


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Influencer Profile

Information displayed:

• Bio

• Content Samples

• Social Profiles & Metrics

• Content Performance

• Email


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Search for Influencers


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Key Takeaways5

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Many types of influencers; each with unique motives

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Date your influencers

Countless benefits for your marketing initiatives

Don’t try to do it alone

Finding influencers is ongoing


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? Questions?


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Complimentary Download

Learn how to build a sustainable

influencer marketing program.

A link will be sent to all registrants

after the webinar.


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Thank You!

[email protected] [email protected]