Podcasts about traackr

Welcome back to another episode of The A100 Podcast! In this week's episode, Colleen Gallagher concludes our special three-part series on AI in PR with an insightful solo cast. Today, we explore two critical areas where AI can enhance your PR efforts: crisis management and influencer identification and engagement. These topics are part of the five areas we cover in our newly released AI ebook, "Five Ways to Use AI in Your Association's PR Efforts." Email cgallagher@onwrdupwrd.com to get your copy or download it here: https://onwrdupwrd.com/ebook-5-ways-to-use-ai-in-your-pr-efforts/  Key Highlights: Crisis Management with AI: Early Warning System: Learn how AI-powered tools like Meltwater or Brandwatch can monitor and analyze data to provide real-time sentiment tracking, allowing you to be proactive when a crisis is unfolding. Developing a Crisis Management Strategy: Discover how AI can help draft a preliminary crisis response plan, analyze historical data and suggest effective strategies based on past crises. Combating Disinformation: Explore tools like Truepic or Deepware that can verify the authenticity of images and videos to help counter disinformation and deep fakes. Influencer Identification and Engagement with AI: Identifying the Right Influencers: Understand how AI can analyze content across various platforms to find influencers whose values and audiences align with your organization. Tools like Traackr and Klear can assist in this process. Crafting Targeted Outreach: See how AI can review influencers' past content to help draft personalized outreach messages and suggest the best times and platforms to engage with them. Stay Connected: Subscribe to The Association 100 podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at The Association 100 and OnWrd & UpWrd for the latest in association trends and strategies. Resources: Check out our website at onwrdupwrd.com in the coming weeks for a new toolkit on using AI in PR or to sign up for our upcoming workshops. More to come soon on this! Stay tuned for more episodes packed with insights to help your association become the go-to source in your industry or profession!

Today we're speaking with Halie Soprano of Traackr. Halie Soprano has spent the last 8 years of in the digital media and influencer marketing industry. Her career kicked off with a focus on social media content working for WeddingWire/The Knot where she grew the foundation for her career from organic and paid social media management before moving on to Under Armour, managing paid social media efforts and working on media partnerships before finally jumping into the beauty industry where she helped skincare brand Beekman 1802 build their social strategy and influencer programs from the ground up. She soon realized influencer marketing and the world of beauty was where she belonged, which is how she found her perfect fit as a Senior Professional Services Consultant at Traackr. Traackr is the #1 influencer marketing software for data-driven marketers. This mix of social, digital media, and influencer laid the perfect path for her current role where she now gets to work alongside some of the brightest minds in the beauty industry helping them bring their influencer strategy to life. Check out Traackr: Website LinkedIn Instagram Twitter Facebook Connect Halie: LinkedIn Instagram Connect with Jessy: LinkedIn Instagram Upcoming Events: NYC meet up Chicago meet up More Events Want to join WIIM's Membership? Check out our website Don't forget to follow us on Instagram --- Send in a voice message: https://podcasters.spotify.com/pod/show/wiim/message Support this podcast: https://podcasters.spotify.com/pod/show/wiim/support

“People Do Not Buy Goods And Services. They Buy Relations, Stories, And Magic.” — Seth Godin     I am OH SO EXCITED to launch this solo podcast as the first KO Alliance, LLC course is now OUT: Influencers Done Right, Right Now! I am deeply passionate about accessibility and have been working on this course for over a year now, but it has really been in the making for over 20+ years. I am excited to make all my influencer intel available to you and your company, cause, mission, or brand- of any size or agenda. Influencer marketing is ever evolving and here to stay… but don't take my word for it, we'll be discussing, The 2022 Influencer Impact Marketing Report, by Traackr on this cast. You will see why you need this KOA Influencer course in your life asap- the numbers and stats are there, but most importantly so are the impact, authenticity, and community. Mission driven humans and businesses unite! Let's positivity impact this world together.   And yes, I have a cold on this one and sounds less than glamorous… but no rest for the wicked, bear with me:)   The 2022 Influencer Impact Marketing Report by Traackr   KO Alliance, LLC Course: Influencers Done Right, Right Now!     Highlights: Influencers. Ambassadors. Leaders. The way of the future. Impact, community, authenticity, united. Core values and responsibility. Influencer marketing then and now. Being a part of thing bigger than yourself. The Why. Commerce, video content, and platform use- driving influencer marketing. Influencers by the numbers and by all the things you can't measure.     Kristen M. Olson Entrepreneur. Creative. Coach. Leader. Athlete. Podcaster. Pup Mom. Experienced and innovative marketing and branding professional with 20+ years' experience in brand development and management and particular expertise with integrated marketing strategies, strategic territory management and relationship building. Broad based background encompasses strong work ethic and commitment to organizational objectives within highly competitive athletic apparel/CPG/Lifestyle markets. Coach, tactical planner and team builder with ability to attract key players and develop lasting business relationships. Recognized for decisive leadership and proven ability to execute sound decisions while directing product development and launches. Former D1 athlete, CrossFit Games Athlete, and current podcaster, Turmeric & Tequila. @KOAlliance , www.koalliance.com @turmerictequila , www.TurmericAndTequila.com @madonnashero @formationpowertribe . . . Get In Touch With T&T: IG: @TurmericTequila Facebook: @TurmericAndTequila Website: www.TurmericAndTequila.com Host: Kristen Olson IG: @Madonnashero Tik Tok: @Madonnashero  Website: www.KOAlliance.com  

We're officially at the end of season 4 of Marketing Happy Hour AND one year into the podcast. In this episode, Erica Spitzley and Cassie Tucker share their favorite moments from the season and discuss the lessons learned from guests in the marketing, influencer, social media, and productivity industries. They also included a favorite segment in season close-out episodes: Rapid-fire questions Lastly, Erica and Cassie look ahead to season 5 and what you can expect in the coming months. Thank you to all of the amazing guests this season:

In this episode of the Marketing Happy Hour podcast, we're chatting with Halie Soprano, Senior Professional Services Consultant at Traackr, an influencer marketing platform that helps brands with influencer discovery, outreach, management, measurement (analytics), and more! Halie brings to the table a wealth of knowledge and years of experience in social media, paid media, and influencer marketing, and has worked for some of the coolest brands including WeddingWire (a The Knot Worldwide brand), Under Armour, and Beekman 1802! Halie offers helpful and actionable takeaways around influencer marketing, social media, and paid ad management, including: How to navigate career advances + shifts that align with your passions What to do in order to understand your brand's persona and identity The steps to take to cultivate a community that loves and trusts your brand, and how to earn your consumer's loyalty How to build a social media and influencer strategy from a blank canvas, including how to identify influencers that are a good fit for your brand Common mistakes to avoid when managing influencer partnerships Her take on the future of influencer marketing and the unique perspective around consumers as influencers Why it's important to set aside some of your influencer budget to "throw fuel on the fire" How to set up effective and measurable paid ad campaigns + MORE! Grab a drink and listen in to this week's Marketing Happy Hour conversation! ____ Say hi! DM us on Instagram and share your favorite moment from this episode - we can't wait to hear from you! Follow Halie on Instagram: https://www.instagram.com/hailsoprano/ Connect with Halie on LinkedIn: https://www.linkedin.com/in/halie-soprano-69b57397/ Follow MHH on Instagram: https://instagram.com/marketinghappyhr Follow MHH on LinkedIn: https://www.linkedin.com/company/marketing-happy-hour/ Check out wine subscription Winc: https://glnk.io/zn1l/espitz

As the world of influencer marketing has evolved, so has Traackr, an influencer marketing platform that's been around since before Instagram and TikTok. In the early days, the brand was all about answering: What is influencer marketing and why should you care? Now, they're hyper-focused on enabling word-of-mouth marketing at scale for their customers. How? Via interactive, data-driven content. In this episode, Traackr CMO Evy Lyons shares how the marketing team transformed their State of Influence report into an interactive app, creating an experience that prospects and customers couldn't ignore. She describes the development as a “hack”—a hack that has become a vertical marketing tool with a 40%-win rate, that is. No wonder, too, as one survey found that CMOs who invest in interactive content are 72% more likely to meet or exceed their sales and marketing targets. Tune into this episode to learn more about what it takes to develop a B2B marketing strategy that proves business value, enables sales, and engages audiences all in one. For full show notes and transcripts, visit https://renegade.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/

Influencer marketing is maturing as a channel and impacting all stages of the purchase funnel including conversion. As social commerce, the creator economy, and eCommerce continue to rapidly gain traction, how should you think about the role of influencers in driving sales for your brand? How do these new conversion points fit within your overall commerce mix? What opportunities and risks should you be prepared for? What questions should you be asking?  In this series, host Pierre-Loic Assayag, CEO of Traackr, speaks with top executives to unpack the convergence of influencers and commerce, provide guidance on effectively measuring its impact, and forecasting what comes next. This season's lineup: The power of the creator with Chira Schaad, L'OréalPT 1 Being brave on TikTok with Amy & Dustin, TikTok PT 2 Being brave on TikTok with Amy & Dustin, TikTok Managing a diverse set of commerce channels with Tomei Thomas, Beekman 1802Breaking away from the funnel with Tiffani Carter, Thrive CausemeticsMake sure to tune into the full season, and tell us what you think by emailing us at ft@traackr.com. 

Te doy la bienvenida al episodio #148 de la tercera temporada de Marketing Hack Show. El último episodio de la temporada. En este episodio invite a Javier Mendez, el estuvo en el episodio #13 de la primera temporada y lo traje para hablar sobre Tech&Trends lo que ha pasado en 2021 y lo que se viene para 2022. Al final tenemos tambiém una pequeña trivia de qué las empresas deben de empezar a hacer, qué deberían de parar y qué cosas continuar. En este episodio vamos a discutir sobre: Tech:  Qué salió este 2021 que para ti permite ayudar a las PyMes (puede ser software, plataformas, apps etc. Cuáles son herramientas que empezaste a usar en 2021 que mucha gente no conoce Qué nuevas tecnologías se vienen para los últimos meses en 2021 Trends  Qué salió de trends este 2021 que para ti permite ayudar a las PyMes (puede ser software, plataformas. Herramientas que ayudan a estas tendencias Qué nuevas tendencias se vienen para los últimos meses en 2021 Notas sobre las herramientas que menciono Javier: Tagboard, Traackr, 

Evy Lyons is a builder of brands, teams, and muscles. She has explored her personal brand over the past year, learning how to define what she cares about and stands for. As my guest this week, she shares what she's discovered, her thoughts on autonomous creativity, and why she has recently focused on strength training.You'll also get a peek at Evy's new brand and how it is pushing her out of her comfort zone in the best way.In this episode, you'll hear:Evy's new tagline, along with what it means and how she came up with it.How she is refining her personal brand to better reflect her values and passions.Why it was so hard for her to start a personal blog despite years of experience as a writer.About the small steps she took in 2020 to understand where she wants to go in life.The differing approaches Evy and her husband have to leadership.New ways to think about professional hierarchies that offer more autonomy to ideas and actions.What is at the core of brands, particularly the ones that Evy builds in her work.An introduction to The Pleasant Box and how it came to be.How fighting against the feeling of being controlled helped her quit smoking and overcome her insecurities.Where and how you can join Evy's garage gym workouts and strength training sessions.Show Notes: The Pleasant BoxEvy LyonsThe Score Takes Care of Itself 

Connaissez-vous votre score social ? Le Scoring Social, le score d'influence, le social crédit... on en parle tous ensemble avec notre invité spécial, Nicolas Chabot, Chief Client Officier Worldwide de TraackR, le leader des plateformes de gestion des relations influenceurs http://www.traackr.com/ Liens des articles cités lors de la diffusion : - selon définitions marketing https://www.definitions-marketing.com/definition/score-d-influence/ - "Black Mirror" sur Netflix http://www.netflix.com/title/70264888 - Le social scoring est-il l'avenir de l'évaluation en formation ? https://www.focusrh.com/tribunes/le-social-scoring-est-il-l-avenir-de-l-evaluation-en-formation-par-stephane-diebold-31455.html - Quel est votre score d'influence ? http://www.internetactu.net/2011/07/11/quel-est-votre-score-dinfluence/ - Skorr, le remplaçant du Klout https://www.zdnet.com/article/new-app-replaces-klout-for-social-media-influence/ - Le Crédit Social chinois et le dilemme éthique de la confiance par la notation https://linc.cnil.fr/fr/le-credit-social-chinois-et-le-dilemme-ethique-de-la-confiance-par-la-notation - Facebook créé un nouveau bouton très proche du "j'aime pas" qui reste tabou http://www.francesoir.fr/tendances-eco-monde/facebook-cree-un-nouveau-bouton-downvote-aime-pas-zuckerberg-resau-social-messenger-moderation - Gillette s'attaque à la "masculinité toxique" et provoque un appel au boycott https://www.levif.be/actualite/international/gillette-s-attaque-a-la-masculinite-toxique-et-provoque-un-appel-au-boycott/article-normal-1079575.html Lien vers le groupe Discord si ça te dit de nous rejoindre et de pratiquer le cozy web https://discord.gg/nGsejwX Lien pour t'abonner à la newsletter https://bonjourppc.substack.com Lien pour t'abonner à notre chaîne YouTube https://bit.ly/YTbonjourppc

Happy New Year, Webinerds! We’re back with another episode of CMO Confessions, our B2B podcast with today's marketing and sales leaders. Today’s CMO Confessions features Evy Lyons, CMO at Traackr.  In today’s episode, Evy and Cheri Keith, Head of Strategy and Research at ON24, discuss Evy’s career from and back to Traackr, authenticity, and the future of influencer marketing. As always, you can find the full episode of CMO Confessions on Podbean here an edited transcript of our conversation below. You can learn more about Evy’s background through her LinkedIn page here and her Twitter feed here. If you’re interested in listening to our growing podcast series, you can find all of our episodes right here on Podbean. Alternatively, you can also find us on both iTunes and Google Play stores. Welcome to another edition of CMO Confessions with Cheri and Evy!

One of the biggest misconceptions of influencer marketing that using an influencer is just like buying an ad. Pierre-Loic Assayag, is the founder and CEO of Traackr, and he knows there is much more to it than that. “When social commerce is front and center for so many, where a lot of decisions around purchase are taking place online, the notion of being able to not just create that initial spike of awareness, but being able to get people to influence their audience It gives you an ability to move down the funnel towards nano influencers.”As influencers continue to rise in popularity and the authenticity of the products they're promoting becomes more and more important, aligning brand and promoter is at the forefront of best practices when it comes to influencer marketing. On this episode of Marketing Trends, Pierre-Loic discusses why aligning your brand with the proper influencer can pay huge dividends. Plus he explains why there is a good chance you’re not using influencer marketing to the most of its potential. Main Takeaways:Flavor of the Week: Don’t limit yourself to large-scale influencers. Instead, when you’re identifying influencers that work for you, make sure their values and brand align with what the company stands for. Just because an influencer has hundreds of thousands of followers doesn’t mean those followers align with your brand. An influencer with less followers could have a greater impact on pushing your product because their followers resonate more with your brand.Building Loyalty: When aligning with influencers, don’t think about the immediate purchases that could occur. Instead, think of influencers as a way to build lifelong advocates for the brand. Data suggests that when influencers and brands align on values and products, consumers are less sensitive to overall pricing.Not Like Your Other Channels: In order for influencer marketing to work, you can’t treat it like every other channel. When you stop thinking of influencer marketing as a new channel, you stop thinking about the complexity and richness of the practice. Take the time to learn about the influencers you are investing with and don’t overthink the content.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Pierre-Loic Assayag is the founder and CEO of Traackr, one of the more sophisticated influence identification platforms on the market. His technology analyzes influence not by reach, but by relevance, often surfacing influencers brands would never realize were worth reaching. As a global platform, Assayag also has insights into the differences in influencers and influence strategies in different markets. In this episode of Winfluence - The Influence Marketing Podcast, we talked about the global variations on influence marketing, the advertising versus public relations philosophical debate and much more in an interesting discussion. Learn more about your ad choices. Visit megaphone.fm/adchoices

We're kicking off the second season of The Fast Traack by Traackr by hearing from Lauren Seegers, an agent to reality stars and traditional influencers. We're asking the questions:What does an influencer agent do?Why would an influencer choose not to work with an agent? What is the main benefit of working with an agent? And so much more! You won't want to miss this one.

In the latest episode of The Fast Traack by Traackr, we spoke with Geo West, founder of HAPPY CAT Influencer Marketing Consultancy!We posed the question "do brands and influencers really understand each other?"What can each party do to better understand the other? What could concretely result from a better understanding of each other? Listen up and let us know your thoughts! 

Welcome back to The Fast Traack! In Episode 3, we speak to Holly Jackson, Director of Global Services at Traackr and our resident data-nerd. This episode is hosted by Mackenzie Newcomb, the Influencer Marketing and Social Media Manager at Traackr, micro influencer and book club president. In this episode of The Fast Traack podcast, we posed the question: What does Traackr data tell us about influencer marketing during quarantine?? What are some early insights we've noticed about the state of influencer marketing?Are influencers sharing information or educating people on the virus? What kind of beauty content are we seeing now vs a year ago?What “new normal” topics are we seeing an uptick of conversations about? Is Beauty doing well? What other industries are thriving?Don't have time to listen? Here is our main takeaway; social media usage is on the rise. Your brand has the ability right now to reach potential customers, and they are receptive to hearing from you. Beauty brands that can adapt to the “new normal” will not only survive, but they will thrive during and after quarantine. 

Today, we launched our podcast The Fast Traack; micro conversations all about elevating our influencer marketing skills. Our first guest is Katie Martell, an unapologetic marketing truth-teller who has been named a top voice on LinkedIn three times! She provides strategic communications guidance to high-growth brands, and has partnered with firms like Adobe, Microsoft, and Oracle. Not to mention, she's currently working on a documentary exploring the intersection of marketing and social movements.This episode is co-hosted by Evy (Wilkins) Lyons, VP of Marketing for Traackr and myself, Mackenzie Newcomb, the Influencer Marketing and Social Media Manager at Traackr, micro influencer and aspiring TikTok star. Our first episode of The Fast Traack centers around a major question on every marketer's mind right now: How can brands avoid pandering to the COVID-19 pandemic?Does every company need to send out an email?Who do customers WANT to hear from?Do you need to toss out your Q2 strategy? How can your brand be helpful in this time of crisis? While it's not the time to pause all marketing efforts, it's crucial to revisit what you had scheduled for this quarter and make plans given our “new normal”, all while ensuring we add real value and avoid coming across as tone deaf. In the words of Katie, “Put yourself in the mind of your customer, ask what they need from you now.” Then, go do it!  

How do companies like Dell, SAP and LinkedIn build successful B2B influencer marketing campaigns that translate into real business ROI? This week on The Inbound Success Podcast, TopRank Marketing CEO and Co-Founder Lee Odden talks about B2B influencer marketing and what it takes to build influencer campaigns that deliver measurable marketing results.  Lee uses his own agency, TopRank Marketing, as a laboratory where he tests new influencer marketing strategies that he then rolls out to clients like SAP and Cherwell Software. In this episode, he shares advice on how businesses can partner with influencers, and what kinds of results to expect. Highlights from my conversation with Lee include: TopRank Marketing is a B2B digital marketing agency focused on content, search and influence. Lee sees B2B influencer marketing as an opportunity to give subject matter experts a platform to talk about things they're really passionate about, and do it in a way that is a win for both the influencer and the business with which they're partnering. The best influencer campaigns bring together and curate credible voices in a way that gives them value from an exposure standpoint and at the same time are very "infotaining" to experience on the consumer side. With B2C influencer marketing, very often brands are simply feeding the message to the influencer. By contrast, with B2B influencer marketing, brands are giving the influencers - who are experts on a topic - a platform to create and share a message of their own. For companies interested in using influencer marketing, Lee says it is important to begin by identifying the business or marketing problem they are trying to solve. The next step is then to identify the topic about which the business wants to be influential. This is often in the form of a topic cluster, much like you might see in SEO. Once that topic has been identified, Lee and his team use three criteria to identify the right influencers: 1) Topical relevance (the degree to which that individual's own content that they're publishing is a match at a relevance level to the topic of influence that they're targeting); 2) Resonance (the degree to which that topic of influence actually resonates with the influencer's first and second level network); and 3) Reach (network size). Lee says that the process of identifying influencers is similar in many ways to the process of search engine optimization because influencer marketing is optimizing for both findability and credibility. Unlike B2C influencer marketing, B2B influencers do not always expect payment. It really depends upon the type of influencer you are working with and the level of commitment you are looking for. Lee suggests starting small and working with unpaid influencers before committing to larger paid partnerships. Lee has built strong relationships with a variety of B2B influencers and credits his success to something he calls "influencer experience management," which is essentially the process of ensuring the influencer has a positive experience working with the brand while also obtaining a high return on their contribution. One way he does this is by shortening the time horizon between the influencer's investment and effort and the return that they see, as well as by delivering longer term value. When it comes time to promote influencer content, Lee says it is important to be emphathetic to the influencer in developing a mix of media and messaging that you can supply to them and which they will want to promote. Timing is also important and it is critical to have sufficient volume of promotion right at the launch of a campaign in order to trigger social algorithms to show the content at the top of the feed. In terms of results, Lee says that if you are new to influencer marketing, you shouldn't expect that your first campaign will deliver a large number of leads, BUT you should plan to use the assets you develop in your lead gen campaigns and over time, you will see results. He suggests thinking of your first campaign as a pilot, and then building from there. Resources from this episode: Visit the TopRank Marketing website Check out the TopRank Marketing blog Follow Lee on Twitter Connect with Lee on LinkedIn Listen to the podcast to learn how to build a successful B2B influencer marketing strategy. Transcript Kathleen Booth (Host): Welcome back to the Inbound Success Podcast. I'm Kathleen Booth and I'm your host. And today, my guest is Lee Odden who is the CEO of TopRank Marketing. Welcome Lee. Lee Odden (Guest): Hey, it's great to be here, Kathleen. Lee and Kathleen recording this episode. Kathleen: I am so excited to have you here. I've been following you online for a very, very long time. And this is one of my favorite things about hosting a podcast, is it gives me an excuse to meet and talk to people who I would otherwise never have a reason to get to know and pick their brains on really interesting marketing subjects. So, looking forward to doing that with you today. Lee: Well, I'm going to have to reciprocate. I'm going to have to reciprocate because I'm really... I'm interested in picking your brain too, so. Kathleen: Well, let's do it. Let's get to the picking. Lee: All right. About Lee Odden and TopRank Marketing Kathleen: So, for my listeners who may not be familiar with you, can you tell my audience a little bit about yourself and who you are, what you do, what TopRank does and really how did you wind up where you are today? Lee: Well, that's quite a story and I'll make it short. So, I'm the CEO of TopRank Marketing. We're a B2B digital marketing agency focused on content, search and influence. We create experiences that inspire people basically. And we started as a PR firm in 2001. I joined as an SEO guy at the time and started to really explore the confluence of content and PR/earned media and earned media and owned media and how we can surface a relevant audience, not only buyers but also journalists, through optimization. And I remember that kind of combined into this sort of hybrid mix of services that we have today where we are serving clients like Dell, LinkedIn, SAP. We've done work for Oracle and Adobe and lots of other really cool B2B technology brands. We're based in Minneapolis where it is wonderfully cold and snowy. We are in the heart of winter a little bit earlier than normal, but that's okay. That makes for some a very fun running in the morning. And that's one thing about me, I've become a runner in the last 12 months or so. Kathleen: Do you have some of those tracks things for your running shoes that they have the little springs on the bottom? Lee: I didn't. So, I opted to get some... oh God, what are they called now? Something One One, Kona One One, anyway. So, these are some special shoes that are made - they're actually a trail running shoes made for the winter. Kathleen: Oh, wow. Lee: So, it's a hybrid between a trail running shoe and a hiking boot basically. So, it's got a huge foam foot bed but with super grippy Vibram soles. And I ran in the ice this morning and it worked great. So yeah, I'm an all-weather runner. Kathleen: Oh, that's great. I used to be a runner. But things have caught up with me and my knees decided that I would no longer be a runner. So, now, I am an avid spinner Lee: There you go. Kathleen: But I miss running and I missed it. I used to love running in the snow. It's so pretty and it's such a great way to experience, snowy world. Lee: Absolutely. I spent many years not doing very much at all being very much a computer geek type person sitting behind a desk. And so, while a lot of other people my age are in your seat... in the situation you described where their hips or their knees or their ankles or various tendons have gone caput, I don't have that. So, hopefully, I have another 20 years or so of the joy and the euphoria that comes right from the... all those endorphins firing after a great run. And what's really interesting about what I found about running and really a big fitness focus for me over the last year and a half or so is the parallels to marketing. You know what I mean? Because it's just kind of interesting and very curious. I think the people expect to lose weight overnight because they tried a new exercise program or meal or diet plan. And people sometimes look at marketing tactics and feel the same way. A lot of inbound marketing tactics actually like SEO and content. It just doesn't work that way. You've got to invest, you've got to commit and all those other things. So, there's a lot of interesting parallels I think between fitness and marketing performance. Kathleen: So true. And you just gave me the perfect segue into my next question, which is that you and I really first connected around this because you reached out and asked me to participate in your B2B marketing fitness guide, which was related to MarketingProfs B2B Marketing Forum. I was speaking there and you were putting together a guide that essentially did tie marketing and fitness together and were asking for almost sort of submissions around that. And it's funny because when I got that email from you, I was like, "Yes, I have always thought this too" that with fitness, we all know what we're supposed to do, right? We know that we're supposed to regularly exercise and this and that. It's just that so few people actually do it. And it's the same thing with marketing. We pretty much all know what we're supposed to do. But so, few companies and marketers actually managed to do it consistently on a regular basis over time. So, I thought that was genius. But the other thing that really what's interesting to me as I interfaced with you and your team around that project was just the whole process that you put together and how incredibly thorough it was, how thoughtful and detail oriented it was. Watching you execute that and the way that you worked with the different contributors and influencers on the project to me was fascinating. And so, that's what I was excited to dig into today since then I've learned that you do this kind of influence our work not just with your own company but with all kinds of clients. And so, I would love to talk about that with you. B2B influencer marketing Lee: Sure, sure. It's one of the joys of what I get to do and that is to shine a light on people with great talent. And it's in the context of Influencer Marketing. But really, it's interesting to me to have an opportunity, create conversations to create opportunities or architect opportunities where people can talk about things that they're really passionate about, situations where they can add value. And then, as puzzle pieces, pull them together into an experience that really showcases them in a really positive, optimistic light. And ultimately, I'm after a 360 win situation. This brings me great personal and professional joy to get to do that. So, there are opportunities for marketing obviously when trying to create thought leadership or customer acquisition or we have other obviously traditional marketing objectives. But how can we create value for people first? How can we bring together and curate super credible voices, experienced voices together in a way that gives them value from an exposure standpoint? But at the same time, because of the story behind it all, it's very infotaining to experience on the consumer side, right? And so, people enjoy consuming the information, they are inspired to share it, people that contribute enjoy consuming the information and they too are inspired to share it. And ultimately, becomes more successful as a result. Kathleen: So, this is really interesting to me because you think about this term "Influencer Marketing" and it's a very broad catchall for a lot of different things. And I think most people think of influencer marketing and they're probably thinking of things like somebody pays a Kardashian to plug a product on their Instagram feed or the Fyre festival. There is certainly that kind of influencer marketing where you're just really paying to put your product or service in front of that person's audience. But then, there's this whole other world that I think you've tapped into which I think is the more interesting one. And I love that you refer to it as an experience. But what I noticed about the way that you managed this particular project that, that got this going was that it wasn't the typical, "Hey, you have an audience. I want to get in front of it." What will it cost? It was, "We're creating something and we want you to be a part of it." And the big takeaway I had was that every... I kept speaking only for myself as somebody who participated. I felt like I had a sense of ownership in it, right? Because I played a part in creating it. And I think that's a very different angle to Influencer Marketing when your influencer has a feeling of ownership actually co-create the content with you seems to lead to a very different outcome. So, maybe you could just talk about that a little bit. Because I just feel the spectrum of Influencer Marketing. Lee: Absolutely. One of the big challenges of our time in the marketing world is the growing distrust consumers have of brands. And so, our opportunity as marketers is to bring forward as much authentic information and create as many authentic experiences as possible. So, rather than treating people who are credible experts -- and in the case of B2B influencers, we are really talking about credible experts as opposed to people who self-anoint them, an influencer who are really good at taking selfies and all that other silly stuff -- so, what we're looking at is inviting them to contribute to a thing that's bigger than ourselves, right? Where in some cases, it really is changing the world, it's a movement. Others' work, we've done with SAP and the United Nations around some initiatives around the United Nations around purpose. And it's like pretty remarkable. Where I mean, these influencers are just CEOs of major corporations and celebrities sometimes and then... and other folks. But on the other hand, it's other folks who are working in their industry and they've really established the respect. And they also have that domain expertise too. So, rather than feeding them a message, rather than treating them like an ad by which is where the B2C world tends to focus, we're rather trying to help them. First, we identify them as the credible person around the topic and that that topic resonates with their audience. That's our data informed homework we do beforehand. And then, once we invite that person because they are credible and there's evidence that they are credible, we do invite them to contribute and we want to hear their authentic, authentic voice. We want to hear what their opinion is in the context of an overall story. And then, whatever they say is perfect because it's real. And that's what people are looking for. And that's why I think it turns into that experience that is not only good for the contributors, but it's obviously a good experience for the audience that we're out there to attract and engage. Getting started with B2B influencer marketing Kathleen: I love that. And trust really is at the heart of business. When people are buying from you, they're buying because they trust you. And that authenticity is the biggest thing that fuels that... You named a lot of the different companies that you work with. It's an incredibly impressive list. I imagine there are many clients and prospective clients who come to TopRank and they talk about wanting to do some form of influencer marketing. Can you talk a little bit about what those first conversations look like -- when you engage with someone or consider engaging with someone? I imagine that influencer marketing is not necessarily right for everyone and, or you have to have the right set of expectations. So, how do you suss that out? Lee: Yeah, that's a great question because people come in from a variety of perspectives. So, a lot of the time people come in from a marketing or demand gen perspective. And in that case, they may say influencer marketing outright because they've pulled themselves through education, around industry information or conferences or whatever and have come to the conclusion that this is something that will help them get solve a marketing problem. And so, really, what we're after first is defining what that marketing problem is because it's not always an exact match. You know what I mean? Also, we have people who have interpreted what the expression influencer marketing means and then, for example, if they see it only as an ad. We had a company recently that said, "We have 30 days." There's been some positive news in our industry that would be good and a good reflection on our brand and the problem that we solve as a company. And so, we have 30 days to quickly... I want you to find some influencers, run a campaign and take advantage and sort of ride the wave of this positive news in the industry. It's like, "no." But we're very focused on organic and authentic advocacy and engagement, not on just paying people who are willing to say something nice and it's not legitimate or genuine, you know what I mean? And also, the timeframe makes no sense. 30 days is crazy, especially in a B2B context. So, the first thing we're looking for is to really understand what it is that business is... what's the business problem or the marketing problem they're trying to solve? And the degree to which partnering with credible experts can help solve that problem. And the interesting thing is, from a demand gen lead gen standpoint, that is totally reasonable. And it is possible within a short period of time to find people who the right kind of people who can contribute to that outcome. It's not always possible. You do have to look for data, you have to look for evidence of people who are already actively advocating for the brand and that actively publish, that are respected in the industry. And when you have the good fortune of finding those combination of traits, then, you can reach out to them, invite them to contribute to something and have a reasonable expectation that one of the outcomes from that content you collaborate on is going to result in some sort of MQL. And usually, in a B2B case, it's a download or a trial or demo or something like that. On the other hand, there are people from PR who come in. And it's influencer relations to them, not influencer marketing. So, they think of it from an analyst relations standpoint. They're thinking more thought leadership. They're not looking at conversions. They're not looking at lead gen per se. They're looking at building the influence of the brand, building the reputation of the company and even ways in which they can elevate the influence of their key opinion leaders and senior executives. Well, that's a very different approach and is also appropriate as a collaboration with industry influencers. It's just executed in a very different way. So, we find out what it is that it needs to be solved and then we apply the expertise and knowledge and the networks that we've already built with all these different influencers in the different industries, especially in B2B industries and then architect a plan on how to do that. Identifying the right influencers with whom to partner Kathleen Booth: So, if you get someone in who has the right expectations and it's a good fit and you think influencer marketing makes sense, one of the things I'm curious about is, how do you identify the right influencers? I assume there's obviously a component of, they need to have something of a following. But I imagine there's probably more to it than just that. Can you talk about that a little bit? Lee: Absolutely. In fact, one of the biggest failures that people make is, when they do focus only on popularity. It's easy to do that, but everyone's doing it. And of course, it can be faked. It doesn't happen as often in B2B as in B2C. So, to identify the right influencers, starts with topic specificity. What is it that you want to be influential about? What topics are going to matter to your customers or to the audience that you're after? The association of that topic of influence amongst influencers is something that can then elevate the brand and can give the marketing message more credibility, more reach and more engagement. So, we have to understand what those topic or topics are. Usually, it's a topic cluster. There's a primary and derivative topics -- something similar to what you might do with SEO for example. And once we identify those topics, then we use a variety of approaches to brainstorm influencers -- everything from interviewing people at the brand to looking at CRM data to social data. But ultimately, we're going to use a platform that is crawling the social web platforms like Traackr, T-R-A-A-C-K-R. I spell it just because it's easy that... not spell that right. And so, what they're doing is they have a database of millions and millions of people on all the things that they're sharing and what their followers are interacting with. And so, the minimum criteria, the data points that we're looking at are topical relevance, the degree to which that individual's own content that they're publishing is a match at a relevance level to the topic of influence that we're after. Second, we're looking at resonance, the degree to which that topic of influence actually resonates with their first and second level network, right? Because we don't want it to be weird that they start talking about Apple mice or something like that and they never talk about that. And then, the third thing is reach, of course, which is network size. There are other elements like audience characteristics and what kind... do they publish their own blog? Do they publish to industry websites? Do they speak at conferences? Are they a book author? And there are other sorts of signals that are both online and offline that we may consider according to the situation. And increasingly, we're starting to bring in SEO metrics. So, we want to know sometimes where there's someone isn't a recognized entity by Google, right? And so, are they on Wikipedia? Are they showing up in... from an SEO perspective provided that the reason why we're doing the campaign has SEO expectations. We'll look for those criteria. That's not always the case, but increasingly it is because there's a lot of congruence between topic specificity as it relates to SEO and topic specificity as it relates to influence. You want to help someone be the best answer. And what we like to say is we're optimizing for findability. But we're also optimizing for credibility. So, all those factors come into play and identifying well, who's the right match, right? And obviously, there are other things, and I know that I could probably write a book all just about this but we want to make sure that the type of content we have planned is a match for obviously what they publish. So, YouTubers -- video, right? Bloggers -- text. Podcasters -- audio, and so forth. And making sure that we're really aligning from a value standpoint what that influencer has demonstrated through their interactions with their community and the values that brand stands for. All those things factor in to picking the right person. And still, after a campaign or two, it may turn out to be that that person is not a fit because influence is temporal. It is not permanent. It goes up and down and it is very important to revisit these... some of these criteria on an ongoing basis and that's something most brands are not doing. Working with influencers Kathleen: I hear a lot of marketers talk about influencer marketing and they're intrigued by it. They love the idea of it. They see the potential. But I think sometimes what stumbles them or causes them to stumble is the actual, like, execution. How is this going to work? And for somebody who's listening and they're thinking, "This sounds great, I love this idea, I'm willing to go out and find these influencers that combine the credibility with the popularity and all of the other things you just mentioned", this is a two-part question. First of all, what kind of expectations should they have around, should I be paying these people? And if so, how much? And the second part is, if they're not getting paid, what are the odds they're going to actually say yes to participate? Lee: Sure. So, getting paid or not paid especially, now, we happen to focus on B2B, so that's where my most of my experience lies. In B2C, if someone has a significant level of popularity and experience being an influencer for brands, almost all the time they're going to want to be paid. In a B2C scenario, where people don't get paid, maybe you have a cause-oriented marketing initiative. So, the influencer is part of the same cause or initiative that your brand is interested in and you come together to make a big difference and that's something where they may just volunteer their time because you believe in the same thing. In B2B, it's less common for influencers to be paid. There's a lot more content and when you look at the full customer life cycle at a B2B scenario, there's just so much more content involved as increasingly buyers are pulling themselves through that sales cycle or through that process before they ever contact sales. So, what you would pay an influencer for is what you would pay a consultant for in a lot of cases. So, for example, well, let's look at this. When I reached out to you and some of the others, you know I mean, they were super credible, it was a really a great group of people that shared a quote, a 50 to a hundred words, that's not normally a paid thing. Plus, we have a great reputation in our industry for making people look really good. We put them in these interactive experiences and it really does showcase and everyone gets... it's really valuable for them and they can monetize that exposure in other ways by being more credible at their job. It could contribute to book deals, it could contribute to paid speaking gigs or consulting gigs and so on and so forth. So, on the other hand, if I asked someone to... well, for example, I'm working with Brian Solis on an industry report as an analyst. I'm paying him. I mean, he's an influencer but he's also an analyst. Kathleen: But that's what he does for a living, right? Lee: So, he's doing work. Yeah, exactly. And that's a good distinction too. So, there are different types of influencers. There are "brandividuals" and I would say Brian is one of them. These are professional influencers. They are making it their business to continually collect intelligence to do analysis, to be a thought leader in their industry. So, they also publish and they actively engage in the network. And they're able to do this in a way that creates much value that it just makes sense to engage them on a paid basis. So, I mean, sometimes this manifests as a keynote presentation or they may emcee a whole track at your user conference. They may do a webinar for you that is hyper focused on something that you can monetize through lead gen. Or they could create a whole eBook or they could do a video series. We engage influencers like Tamara McCleary for example, who is the host for a season of podcasts for SAP called Tech Unknown. And you've got to listen, if you get a chance to listen to season two, just the first episode just dropped. It is so cool. We're talking about supply chain management and it's actually interesting. It's actually, it's amazing. You go from a farm in Thailand somewhere to a coffee shop and it's all audio. It's like you're listening to an NPR well-produced show but it's a podcast. And influencers are involved both as a host and as guests. So, the host is probably a paid situation whereas the guests are not because they're only on for one show, for one interview or whatever. So, hopefully, that makes sense. So, I think a lot of people just starting out feeling optimistic. They can start off by identifying people who are already advocates for their brand that are also influential and simply invite them to do something simple, share a quote, share commentary about a report, share some insights. Or at this time of year, some trends. And start things that way and see how that goes. And you can build from there. Building win-win influencer partnerships Kathleen: Yeah. And if I hear you correctly, part of it is also making it a great experience for that person who contributes. It's not just asking and getting the information, it's the follow-up that you do, the way that you help that person leverage their involvement in order to achieve their own goals. Whether that's building their personal brand or as you... I think you mentioned publishing a book or getting a speaking gig. I feel like there's that whole, you called it earlier a 360 win. How do you make it a win for them as well? Lee: I think that absolutely. And we call that "influencer experience management." So, customer experience is so much of a, a term, or it's in the vernacular of marketers these days of selling platforms and marketing services or whatever. And we apply those same ideas to the influencers that we work with because so many of them are organic sorts of collaborations and value exchanges that we have to. It's very important that we make it easy for them to do their best for them to enjoy it and to get a disproportionately high return on their effort. And that spells a win for everyone. It really, really, really does. Examples of TopRank influencer campaigns Kathleen: So, assuming that I wanted to do an influencer campaign. I'd love to just talk through what... how this work, what are some of the better frameworks for them and what kinds of results I could expect. And I guess the best way to tackle this might be to do it through some examples because I know that you've used your own company as a bit of a laboratory to try out new strategies and figure out what is going to work well and what isn't. And then, you tend to roll that out to some of your clients. Maybe you could share some of those examples and talk through the kinds of results you've gotten? Lee: Sure. So, excuse me, one of the earlier examples, I think it was 2012 or so, we approached, or Joe Pulizzi and I were talking. So, he's the founder of Content Marketing Institute, Content Marketing World conference. We were talking about how we might collaborate together. Because previously, our blog is fairly popular and we had been a media sponsor for quite a few conferences as a blog which at the time was very... you had to be actual magazine or have a massive email list or something like that. So, I had great success with that kind of collaboration with events and publications. And we were talking about what we could do together. And I thought, well, how about if I do this? Now, today, this is going to sound so unique. But at the time it was fairly unique. So, I thought, well the conference has, I think it was a secret agent was a theme somehow. I don't know if that was a theme of the conference. But oh, know what it was. So, I suggested, how about if I reach out to somebody of the other speakers and invite them to share their expertise as a preview to the conference. We'll publish this before the event and it'll attract attention to the conference. At one level, that was like, "Yeah, duh, that makes sense. Okay, great." But what I knew as a speaker is that this is a multi-track conference. And nothing is more disappointing to showing up at a multi-track conference and finding out that three or four other super popular people are speaking at the same time as you and there's only 25 people in your seats. So, I empathized with the speakers in this way. And so that is part of the context of my invitation to some of the really popular speakers that I didn't have a relationship with as an invitation to give them exposure, immediate return on their effort, opportunity is really what that was. And I learned a lesson in this. So, I started out thinking, I would just do 10 question interviews and publish the interviews on our blog. That was the format of the content I had in mind. I sent out these 10 questions to quite a few of the speakers and only one responded. And that was a big failure. So, one of the questions was, can you share one secret about content marketing? And I thought, I'm going to try this again. And so, I repositioned a question. I said, I asked it as if I was a character, I said, "You're a secret agent and you've just returned from a meeting with your handler and now you have a secret that will save the content marketing world. What's that one secret?" And these people who had no time for the 10 questions rapidly responded, many in character, "This is agent 35. Here's my secret from technology company X, Y, Z." And we got, I don't know, 30s or 25 responses. And so, we use the vintage James Bond sort of theme where you have an aged folder with coffee stains on it. And the red-letter stamps secrets as an eBook aesthetic that Joe Kalinowski at Content Marketing World created the cover. And then, we took that cover's inspiration and created all the interior aesthetics and everyone loved it. They had all these graphics and we positioned them as the little Polaroid photos and all this stuff. So, it was, what is it, 40,000, 50,000 views over the weekend on SlideShare alone. It was the featured content on SlideShare and other speakers at the conference were talking about it because it dropped right before the conference. So, that really set the stage for events and content, the people speaking at events and content, as something where we could create immediate value for people, right? Because, the hypothesis was not what can we get from people, it was what value can we create for people. But we've got to shorten the time horizon between their investments and effort and the return that they see. And we also want there -- because it would be digital content -- we want there to be an ongoing or long-term return as well, hopefully. So, that was the framework for what we still do today. And actually, that was the framework for the project that you contributed to as well. Kathleen: Yeah, it sounded- Lee: And so, there's lots of other examples like that. Yeah. Kathleen: Yeah. And kudos to you for recognizing a huge pain point because yes, I have spoken at many a multi-track event and there's nothing worse than there being three tracks and the other two guys have packed rooms and you're like, "Okay, you five people, we're going to have a really interactive session because there are so few of us." Lee: Yeah, exactly. Promoting influencer marketing content Kathleen: So, that's great. What I thought was really interesting is, a lot of what you talked about is, it really is leveraging the classic principles of marketing. Because when you talked about reducing the number of questions that you asked, it's the same principle behind how many forms do you put in a... or fields you put in a form. If you asked for 15 things, not a lot of people are going to respond. You asked for two things, you're going to get a lot more. So that makes a lot of sense. But I think one of the most interesting aspects of this to me is, how you enabled the share-ability. Because I know you did this with the one I participated in as well. And you talked about the graphics and making it really cool kind of Polaroid picture like things. Can you maybe talk through how you... what happens once the piece is done? In other words, what assets do you deliver to the contributors and how do you follow up with them to encourage sharing? Lee: So, the, the magic of promotion starts in the planning. So, I talked about topic specificity as it relates to search and influence. So, we use search data as a reflection of demand and we use other data sources to kind of get an idea of what questions are people actually asking around the topic, the brand wants to be known for. And that actually informs the influencers we pick but also the questions we asked them to give insights about. So, there's information architecture if you will, to the way the content is curated and then structured that follows through then to the promotional assets that are delivered, right? So, for example, if I worked with you on a future project, I'm like, "Kathleen in inbound marketing, inbound marketing." So, I'm going to ask you about inbound marketing. And then, in a promotion asset it may be an infographic, it maybe an interactive infographic. We often repurpose content into promotional videos. Actually, I've got a great example for you to just... we did a conference, had a game theme. All right. So, we decided to use 8-bit video game as an aesthetic. And then, we did these promo videos where we literally turn the influencers who contributed into these 8-bit characters and you could... and then, it had the music like the Mario Brothers music... and the left to right and the scene moving behind them and whatever. And so, we use those as a promotional videos and we gave static images, we gave the video content to the influencers to share. And of course, we shared that on our own network as well. And obviously, we pre-write social messages. And that is an art all by itself because the social message you would give to the industry is a completely different social message you would give to someone that works at that brand or to the influencers themselves, right? People often mistake that influencers only want to self-promote and they'll give them a graphic with their own photo in it and it's like, no, in certain cases that is... the last thing in the world they want. But if you give them a graphic with a photo of all the influencers that they are participating with, now, that is motivating because by association, that'll lift their credibility. Otherwise, it just looks like gratuitous chest beating. Kathleen: It's so awkward when you're like, "Look at me. I'm doing this thing." Lee: Yeah. And so, it's being empathetic. That empathy is instrumental obviously in marketing but especially with promotion. And so, there are promotional assets that are a mix of media and messaging. There's also a timing that comes into play. As we all know, social algorithms will emphasize engagement within a very focused period of time. So, when there's a launch, we want to architect as much organic sharing as possible around that very specific launch time so that algorithms will respond and then feature that content higher in the feeds and that sort of thing. What kinds of results can you expect from B2B influencer marketing campaigns? Kathleen: So, at the end of the day, you run a campaign like this. What kind of results does it deliver? Lee: So, again, results and metrics and all that obviously are tied to the goals of the program. While some people will start with a campaign sort of idea, really what it is, it's a pilot. And what you should expect from a pilot where you don't have an influencer program in place already is simply to create great relationships with the influencers to have created content that you can repurpose for demand gen efforts, which could lead to the lead gen that you're after. But as far as the actual influencer content on that pilot, that is a top of funnel thought leadership type of expectation, that's the reasonable expectation. And again, like I say, you can repurpose that content for demand gen efforts. You can deconstruct that influencer content and use its ingredients to put in other demand gen and lead gen types of efforts long-term. But I wouldn't expect leads off of a pilot. I really wouldn't. That said, we have had pilots do really well. There's a company, it is an IT service management industry called Cherwell software. The very first pilot we did for them, or the pilot we did for them, I don't know, they're 15 influencers talking about... is reacting to a report, an industry trends report that they had produced. And so, the influencers are reacting to that data and the content of that report, we put it together as an eBook. We gave them compelling content to share that one campaign because obviously, you were encoding all those URLs that they're sharing. That one campaign was responsible for 22% of their pipeline for the entire year. Kathleen: Wow. Lee: It's an award-winning campaign. Demand Gen Report gave it the Killer Content Award offer that year. In fact, well anyway, I'll stop there. But we're continuing to work with them- Kathleen: I want a link to this campaign so I can check it out and put it in the show notes by the way. Lee: Absolutely. Yeah. And so, that can happen. But that's not typical. And the thing is, when you do a pilot like this and you don't have influence or relationships already, I mean, it only makes sense that you're just opening the door to this as a tactic. It's kind of like, if you know about SEO. Obviously, if we optimize something and we get a couple of links, we're not expecting a flood of leads after a month, that's crazy. Or even a quarter, it takes time to earn it. Now, if your starting point is one where you have a super mature website and you've got hundreds of thousands of links in all kinds of content and you're just making some technical mistakes, you can fix those things and have great expectations. Same sort of thing in influencer marketing. If you already have really great relationships and credibility with industry influencers, but you're just not activating them in an effective way, we can see that. And then, we can architect an experience for them that will result in the thing that you're actually after. So, it really depends on the goal. It depends on the starting point. But ultimately, no matter where you start, we can get there, right? There's a phased approach that you can take, a maturity escalation that you can follow or a path of escalation and maturity that you can follow that can take you from experimenting to being processed and transactional to be more relationship focused, ultimately, being... having momentum and being fully integrated. Companies that are nailing B2B influencer marketing Kathleen: Now, you mentioned Cherwell as an example of a really successful campaign. Are there other companies or specific campaigns that spring to mind if somebody is listening to this and they want to go out and see a living breathing example of how this was done in the wild? What should they look at? Lee: Absolutely. So, another great example is a SAP has as a Tech Unknown podcast. I mentioned that before. So, just if you Google "TechUnknown" as one word or "SAP Tech Unknown," you'll see season one has been out there and we just crushed it with the downloads or they crushed it with the downloads. And so, Tamara McCleary was the host inviting industry experts from within and with outside the organization and just really talking about topics of interest to their buying audience. Same thing with Dell technologies where Mark Shaffer and Douglas Carr, are the influencer hosts and they're interviewing people within Dell technologies, group of companies as well as outside experts about things that their audience will care about. Also, another podcast example I'd love to share is 3M. 3M publishes the largest study of science on the planet, right? It's the study, State of Science Index study. And as a complement to that, we started a podcast where their chief science evangelist, Jayshree Seth, I'm hoping I'm saying your name right, is the host. And then, she interviews people from astronauts to educators other intellectuals or practitioners in business that work in the field of science to help people understand how science impacts our lives. And again, I think we're on season two of that. So, audio wise it's a great opportunity. Episodic content bodes really well I think for influencer engagement because it creates a platform you to have guests. And it's a very natural metaphor for what people already know to be exposed to different ideas and for you to invite people who can add to your sort of portfolio of influencers. Because when you create that interview experience, the experience can inspire advocacy long after that episode has dropped for that person as they go about talking about things of interest in the industry. We also create a lot of interactive assets. So, the marketing, fitness, the B2B marketing fitness thing that you were part of was a slightly interactive. There was a conference where I... the topic, what was the topic? Break Free of Boring B2B. So, in fact if you search "Break Free Boring B2B," you'll find this. And so, I gave a challenge to my team and our designers came up with a couple of designs and one of them was basically, it would be 150-foot-tall grizzly bear with lasers coming out of his eyes lighting up the city. I was like, "Okay, that sounds great." And so, we used that as the aesthetic for this interactive infographic that featured experts in B2B talking about how to not be boring, how to break free of boring B2B marketing. And we also created a promotional video, which was as or more popular than the actual inner infographic. So, that went over. Well, people talked about it and I could show it on my mobile phone and people are like, "Oh, that's amazing. Can I take a picture of you holding that infographic on your phone." Which turned into new business for us. But that also instigated a series of interviews, which we are publishing twice a week now through January where we interviewed people about the series is called Break Free B2B or Break Free B2B Marketing. So, I mean, what a topic, right? It's universally interesting. How can we break free of status quo? How can we break free of legacy mindsets? How can we break free to greater results? So, there's so many things that we can talk about. So, that one influencer generated infographic initiated an ongoing series of episodic content. And it's really that episodic content that's creating all the momentum. So, I know that's a whole bunch of ideas there. But I think what's common amongst all of them is, one, topic specificity, meaning that we know the brand wants to... they stand for something that the customers care about and we find people who are influential around those ideas that have something of value to contribute. But first, we're creating value for them as a reason to contribute. And all of them are experiential, right? They're experiential at their audio capture, they're interactive if it's static capture or heck, we've even done virtual reality experiences that feature influencers. So, it's something that is experiential for the influencer and it's experiential for the consumer, the audience that you're after. And then, ultimately, because of those meaningful, relevant experiential characteristics, they are productive. They have impact and they deliver on a return on the investment. Kathleen: Those are all great examples. And I'm really actually looking forward to checking them out because I think there are lots of brands that kind of check the box and have a podcast for example. But as a podcaster myself, I've really come to appreciate how much strategy there needs to be behind what you're podcasting about and how that fits in with your broader goals and then how that informs who you have on. Like, there's a lot of work that needs to be done before you sit down in front of the microphone and start talking. And so, can't wait to check a couple of those out and see what they're all about. Repurposing influencer content Lee: Absolutely. And one of the great things about all of this is of course the re-purposing opportunities, because when you are planning to repurpose as part of the content planning itself, atomizing or deconstructing the influencer content into ingredient content is easier. And it gives you a library of a resource to draw from to add to your sort of recipes, if you will, to follow the metaphor of other content types that you're creating. So, if you're contributing an article to an industry publication, you go, "Oh yeah, I talked to Kathleen and she said that really smart thing and I've already got that saved. I'll pop that into that article and contributing to Forbes." And are you going to be disappointed that you show up in Forbes? Probably not. Six months after you actually gave the quote in the first place. So, it's something that is the repurposing opportunity is great because it creates more value from a marketing standpoint. But also, it's a way of showing love to your influencers long after their original contribution and it keeps that love alive, which is super, super important in an organic relationship. Kathleen's two questions Kathleen: Absolutely. Well, I feel like I could talk about this forever with you because there are so many good nuggets here. But we do not have forever. And so, before we wrap up, there are two questions that I always ask all of my guests. We'd love to hear your answers on these. The first is that on this podcast we do talk a lot about inbound marketing. And I'm curious, having worked with so many different companies, is there one particular company or individual that really stands out who's just killing it with inbound marketing right now? Lee: I think I racked my brain around this a lot. And one company that I think that has had a long view of this and is doing really, really well that we work with is LinkedIn Marketing Solutions. So, about five years ago, Jason Miller, who was at LinkedIn at the time -- now he's at Microsoft, had tasked us with finding and interviewing influencers for a new guide he was putting together called The Sophisticated Marketer's Guide to LinkedIn. That one guide, five years ago, which had a 21,000% ROI, had become a sub-brand for LinkedIn. So, if you Google the expression Sophisticated Marketer's Hub, you will find an index of what that one guide has turned into. eBooks, podcasts, a video show, a print magazine, blog posts, obviously social -- they even repurposed the podcast into an actual book. They have learning courses. They verticalized a lot of this content for other specific industries and they're just... I think they're just doing an amazing job at creating a micro brand around this idea of the Sophisticated Marketer's Guide to fill in the blanks as it relates to LinkedIn as an inbound marketing exercise. Kathleen: It's fascinating how it has blossomed and sort of mushroomed into this other thing entirely over the years. Marketing is changing so quickly. That's the biggest complaint I hear from marketers is they can't keep up with it all. How do you personally stay educated and keep up with the changing landscape? Lee: Oh, that's a secret, Kathleen. I can't really... I'm just kidding. My network is the number one source for sure. Also, my team. One of my great joys in life is getting to meet with my team and talk about challenges and successes that they're having. And I learn an awful lot about that. I'm also afforded the opportunity to experiment with our agency. I'm still very much a marketing practitioner. So, whatever time I can carve out for experimentation is a great learning experience. I also subscribe to different topics, not so much websites but to topics so through social channels, there is content around marketing that surfaces to me. There are some individuals that I'll follow. Obviously, people like Ann Handley as an example. Certainly, I speak at a lot of events and rather than just... dine and dash as it were, I like to come in and I stay and I sit in on sessions. And also, competitive intelligence. I'm a big fan of understanding what the market is doing, not just direct... they're not just other marketing agencies, but also other businesses and really doing a lot of reflection and analysis on what seems to be working for other companies in the industry and creating some lessons at our company. We do quite a bit of knowledge transfer, lunch and learns and other structured learning opportunities. And so, all these sorts of things keep me accountable to sharing knowledge with my team and they are sharing knowledge with me as well, right? So, it's very dynamic situation, very symbiotic in that way. And yet, I still feel like I only know 10% of what I need to know. Kathleen: Oh amen. I have the same problem. There's never enough time. But, yes, it does definitely. I mean, you have an amazing network. And certainly, people like Ann Handley, et cetera, these are people that you can learn so much from. So, I love that idea. But I think for somebody who doesn't have a network, they could probably even approximate what you're doing by putting together a really curated Twitter feed or set of blogs they follow of people that clearly know a lot and absorb it that way as well. So, that's a great strategy. Lee: Yeah. Yeah, absolutely. And I can't underestimate the value of experimentation. And whether you're able to do the experimentation yourself or if you happen to be working with an agency and you can carve out a little budget for experimentation, I highly recommend it. How to connect with Lee Kathleen: Yeah. Now, if someone's listening and they want to learn more about Influencer Marketing or they want to reach out and ask a question or somehow get in touch with you, what's the best way for them to connect with you online? Lee: Well, people can certainly come visit us at toprankmarketing.com. And there, they can find our blog, which has many, many articles over the last five or six, seven years around Influencer Marketing, especially B2B Influencer Marketing. And you can certainly connect with me on the Twitter, L-E-E-O-D-D-E-N on LinkedIn or lee@lee.to. You know what to do next... Kathleen: All right. Great. I will put all those links in the show notes. So, if you would like to learn more or connect with Lee, head over there and you'll find all of those contacts. And if you're listening and you liked what you heard or you learn something new, we always appreciate a five-star review on Apple podcasts so that other people can find the podcast as well. Kathleen: And if you know someone else doing kick ass inbound marketing work, tweet me at @workmommywork because I would love to make them my next interview. Thank you so much, Lee. This was a lot of fun and very informative. Lee: Thanks Kathleen.

Connaissez-vous votre score social ? Le Scoring Social, le score d’influence, le social crédit... on en parle tous ensemble avec notre invité spécial, Nicolas Chabot, Chief Client Officier Worldwide de TraackR, le leader des plateformes de gestion des relations influenceurs http://www.traackr.com/ Liens des articles cités lors de la diffusion : - selon définitions marketing https://www.definitions-marketing.com/definition/score-d-influence/ - "Black Mirror" sur Netflix http://www.netflix.com/title/70264888 - Le social scoring est-il l'avenir de l'évaluation en formation ? https://www.focusrh.com/tribunes/le-social-scoring-est-il-l-avenir-de-l-evaluation-en-formation-par-stephane-diebold-31455.html - Quel est votre score d’influence ? http://www.internetactu.net/2011/07/11/quel-est-votre-score-dinfluence/ - Skorr, le remplaçant du Klout https://www.zdnet.com/article/new-app-replaces-klout-for-social-media-influence/ - Le Crédit Social chinois et le dilemme éthique de la confiance par la notation https://linc.cnil.fr/fr/le-credit-social-chinois-et-le-dilemme-ethique-de-la-confiance-par-la-notation - Facebook créé un nouveau bouton très proche du "j'aime pas" qui reste tabou http://www.francesoir.fr/tendances-eco-monde/facebook-cree-un-nouveau-bouton-downvote-aime-pas-zuckerberg-resau-social-messenger-moderation - Gillette s'attaque à la "masculinité toxique" et provoque un appel au boycott https://www.levif.be/actualite/international/gillette-s-attaque-a-la-masculinite-toxique-et-provoque-un-appel-au-boycott/article-normal-1079575.html Abonnez-vous sur : * Apple : applepodcasts.com/bonjourppc * Google : https://www.google.com/podcasts?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy83MjFmODcwL3BvZGNhc3QvcnNz * Spotify : https://open.spotify.com/show/0HE6b6ZfN3zeU4QikK7XFd Episode réalisé en direct audio sur Twitter à 7h35 le 15/04/2019 Pour proposer un sujet et commenter en direct chaque matin de la semaine à 7h35 rendez-vous ici twitter.com/ppc

Today's Commexis Cast discusses three important influencer marketing concepts discussed at Vidcon: trust, authenticity, and creative control. For more, visit our blog: https://goo.gl/4MQgm1 -------------------------------------------- Sources: Nicol Bitette on V by Viacom: https://v.viacom.com/vidcon-revealed-future-brand-creator-collaboration/ -------------------------------------------- Follow us on social media for more! Facebook: https://www.facebook.com/Commexis1/ Instagram: https://instagram.com/commexis1 Twitter: https://twitter.com/Commexis -------------------------------------------- Vidcon, a convention full of panels by creators and brands on how to make influencer marketing more successful, had upwards of 30,000 attendees; some fans eager to meet their favorite creators, some brands looking for marketing potential, and some creators hoping to say hello to viewers and brands. Nicole Bitette on V by Viacom wrote about the panels during the convention, which ran late last month. The event's keynote featured Brian Solis, the principal analyst of Altimeter Group, who made a point that, as Bitette writes, "as few as 5 percent of brands are interested in building relationships with influencers—as opposed to signing one-off campaigns with them—according Traackr and Altimeter, a Prophet company." During a panel, Benny Fine, of The Fine Bros fame, said that when it comes to choosing sponsorships. "[Authenticity] becomes how can you make something that doesn't feel so branded that it turns your audience off while at the same time being something that feels authentic to your brand." Many creators mentioned something similar, emphasizing that some brand deals can be created from brands that creator already supports. Matt Steffanina, a 31 year old professional dancer with 8 million subs on YouTube, said, “What am I always wearing in my videos? I'm wearing Jordans, I'm wearing a fitted hat. If you are a brand and you notice somebody is always tagging you in photos: that's a great opportunity. People will be so much more receptive to something that's already currently happening in their videos and so will the fans." These kind of deals not only showcase authenticity, but can also build trust. Multiple videos created by the same creator rather than separate creators can be the start of a great relationship. Creative control, of course, can be a sticky subject some brands don't want to hand completely over. For creators, however, it's a deciding factor in making a partnership with a brand. Often creators are the most tuned in to what their audience wants. Andrea Brooks, creator of the channel Andrea's Choice with 4.2 million subs, says that reading off a script of from bullet points doesn't make the greatest content. “I know my viewers and when I'm just rambling on about something for so long," she says, "I honestly feel like it's counterproductive like out of anger they don't want to buy your product because I made them sit through two minutes of selling this lotion." Today's cast: Phillip Brooks (Commexis Lead Strategist) and Matthew McGrorty (Commexis Videographer/Podcaster). Join the Commexis team as we add context to these stories for the busy CMO. All the news you need to know–from our inbox to yours.

Nicolas Chabot est le Vice Président Europe de Traackr, une plateforme d’IRM (Influencer relationship management) donc une plateforme qui permet de gérer les relations avec les influenceurs. Ils ont créé un white paper avec l’analyste américain Brian Solis pour expliquer les impacts organisationnels du marketing d’influence. Ils ont réalisé que le marketing d’influence prenait de plus en plus de poids dans les marques et que cela participait ou devait pleinement participer à la transformation « digitale » de ces dernières. Le fait de véritablement intégrer les influenceurs dans les stratégies de marques génèrent de nouveaux challenges bien plus complexes que ceux que l’on pourrait envisager à priori. De plus en plus, les annonceurs reprennent en direct les relations avec les influenceurs même si les agences restent très importantes pour la partie créatives évidemment. Voici les 10 points les impacts du marketing d’influence 1. Enjeux financiers: On ne peut plus organiser en fonction des campagnes mais en construisant un programme sur l’année. Il s’agit donc de créer une nouvelle ligne budgétaire sans que cela soit nécessairement adossé à un lancement produit. 2. Collaboration Le marketing d’influence peut toucher plusieurs départements (RP, Social, Marketing, plusieurs marques d’un même groupe, service clients, les boutiques et la vente) et cela génère des enjeux de collaborations internes car il s’agit de proposer à l’influenceur un point d’entrée unique pour une expérience unifiée. 3. Global & Local Dans les grands groupes, les influenceurs ont toujours été géré au niveau local. Mais à présent, les équipes au global voire des zones (Europe, Asie, Afrique, Amérique) commencent à s’intéresser au sujet et à interjeter. Par conséquent, cela génère des complexifications qu’il faut traiter nécessairement. 4. L’intégration dans les stratégies de communication Nicolas reprend l’exemple de Nissan qui a désormais passer le département influence au marketing et opérationnellement, cela a permis de remonter d’un cran la manière d’utiliser ce levier. Cela implique des budgets différents mais aussi une intégration beaucoup plus complète dans la réalité de la marque. 5. Impact au département achats Le budget influenceurs était avant un élément à la marge d’une stratégie de communication mais désormais cela prend une place de plus en plus prépondérante et par conséquent, le département achats doit mieux comprendre ce business. Il faut donc mieux contractualiser et encadrer pour optimiser les investissements. 6. Au département droit Comment les influenceurs annoncent qu’ils sont payés? comment gérer l’authenticité des influenceurs? Quelle est l’implication des marques dans le fait que les influencers disent bien qu’ils ont été payés? Comment je m’assure aussi que les influenceurs ne prennent pas la parole de manière contraire avec une marque? Et si c’est le cas, comment réagir? Tous ces éléments sont de nouveaux challenges pour les marques évidemment. 7. Quelle positionnement de l’agence d’influence? Comment j’intègre une ou plusieurs agences, les MCN et tous ces prestataires qui gravitent autour du marketing d’influence 8. Impact au niveau des R.H. Quelles sont les compétences qui sont nécessaires pour ces nouveaux postes? De plus en plus on voit apparaitre des « VP of Influence », il faut donc se poser la question de ce que cela veut dire précisément. 9. Les données et les tableaux de bords Il y a un vrai besoin d’être plus clair sur les indicateurs clef de succès (K.P.I.) puisqu’on y investit de plus en plus d’argent. 10. L’impact de la technologie A partir du moment ou le programme commence à devenir stratégique pour les marques, il y a beaucoup d’agences mais aussi de technologies nouvelles qui naissent pour accompagner les marques. Voir Acast.com/privacy pour les informations sur la vie privée et l'opt-out.

Pierre-Loic Assayag is the CEO and Co-Founder of Traackr. A veteran of the internet economy, Pierre-Loic is focused on using technology as an instrument of change and innovation to transform companies and industries as he did successively at Viant (first internet pure play consultancy), Invivia (seamless computing), Optaros (SaaS implementation for e-commerce), and now at Traackr. He sees Traackr, and the underlying practice of influencer marketing the company founded, as a catalyst for inevitable change for all organizations to regain the trust and attention of their customers.

A plataforma de marketing de influência Traackr mantém em seu site uma série de cursos online voltados para profissionais de marketing.

A plataforma de marketing de influência Traackr mantém em seu site uma série de cursos online voltados para profissionais de marketing.

Back in 2010, I wrote one of the most fun and fascinating blog posts of my life. A new trend was coming into view, led by a company called Klout. By analyzing millions of bits of social media data and the reactions the posts caused, the company proclaimed it could estimate your social media influence. At the time, it was a revolutionary idea. My post, which projected some of the implications of such an application, seemed to rock the social media world. It was shared more than 2,000 times and attracted hundred of comments, many of them harshly critical of this company and their bold claims. People lamented that they didn't want to be ranked and rated and that their social media presence was not something that could be assessed and dissected. But there was something there ... But I disagreed. I was intrigued by the idea. Using big data and algorithms to judge social media effectiveness made sense. Klout was a blunt instrument ... but it was also a start-up that I thought I was on to something. And, believe it or not, I was about the only blogger out there who did! I saw a huge potential in what I called at that time "social scoring." The term did not catch on, but Klout did, a forerunner to the many sophisticated social media influence measurement systems in the marketplace today. A few months after I wrote the post, I had a chance to meet the company's founder, Joe Fernandez, at SXSW. Joe was taking a tremendous amount of heat from the social media analysts and bloggers ... but I also learned that he receiving a lot of traction with some of the biggest brands in the world. Despite the fury in the world of bloggers, his idea was catching on. with corporate marketers. This was a new way to actually discover the passionate product advocates in the world, those who were gaining massive audiences through their independent content creation. The cusp of a revolution The world of power and influence was being flipped on its head. The traditional media editors and executives in the corner offices weren't calling the shots like they used to.  We were on the cusp of a marketing revolution, led by anyone willing to step up and let their voice become heard through blogs, videos, and podcasts. Most exciting to me, companies were actually enacting the first influencer marketing programs -- and seeing amazing results. While the social media world was pounding Klout, the critics were missing the bigger picture, the entire new influence trend! A frenzy was building to connect with these new media stars. Eventually my early interest in influence marketing helped me land a book contract to write Return On Influence, the first book on the subject of social influence marketing. The book came out in 2012 and at the end of the book I predicted that within two years this would become a mainstream marketing channel. And, it has. The rise of influencer marketing Five years later, I jumped at the chance to help Traackr, a frontrunner in the influence measurement space, to create a new piece of research aimed at determining the state of the art of the field from a B2B perspective. I interviewed leaders from Dell, Microsoft, Intel, Samsung and many other companies and discovered that the channel was maturing, and becoming quite sophisticated compared to those early days. In fact, today influencer relations is on par with how companies interact with the press or industry analysts. This marketing revolution became a fascinating podcast discussion with Tom Webster and I'm sure you'll love this episode. Please support our extraordinary sponsors. Our content is free because of their generosity. Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com. The results don’t lie: Typeform has a 57% completion rate on surveys, against the industry average of 20% (according to Survey Gizmo). The difference? Typeform’s one-question-at-a-time interface creates a memorable user experience. Use images, animated GIFs, and even video to express yourself more fully. And Typform integrates with your favorite tools including Google Sheets, MailChimp, Airtable, and hundreds more. Remember: What you ask matters. How you ask is everything. Go to Typeform.com/companion to receive a special 30 percent off discount for our podcast fans! CoSchedule is the world’s number one marketing calendar utility, used by more than 8,000 companies. The application allows users to build out their entire marketing strategy from one master calendar, collaborate with their teams, and streamline their entire execution process in one place. CoSchedule is the web’s most popular marketing calendar and the fastest growing startup in North Dakota. Ranked as the best business tool built by a startup on Entrepreneur.com. Get your Marketing Companion 30-day free trial by heading to www.coschedule.com/marketing-companion. BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers, and outreach, content research and planning, and competitor research. It is an indispensable application for content research, analysis and SEO. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!

Authenticity has become something that is harder to derive from this digital space as we build more distance and roadblocks between ourselves and the people we are actually trying to reach. The best compliment I get when I get off stage from speaking is, “You are the same person online as you are offline”. To me, that is the epitome of authenticity. It’s the idea that you are able to convey and be the person online that you are offline and you don’t separate the two.   To find yourself, think for yourself. - Socrates On this episode I expand my thoughts to cover these questions and more: You make engaging with a large audience look easy, what’s your secret sauce? How can partnering with influencers impact a brand’s authenticity and engagement when they are often behind a logo? Where do you draw the line between being authentic and mentioning brands? Are there connections between authenticity, engagement, and influence? Make sure to checkout the interview I did with influencer marketing tool Traackr that inspired this episode's topic here: http://www.traackr.com/blog/how-authenticity-drives-influencer-engagement-an-interview-with-brian-fanzo Sponsors: FREE Small Business Dashboard 9 Spokes: This episode is sponsored by 9 Spokes You can signup for FREE and check out their small business smart dashboard by simply going to http://9spokes.fomofanz.live Watch my 2 minute video introduction to the tool and how you sign up here: https://www.facebook.com/iSocialFanz/videos/813937512087376/  5min Rant Sponsor: iOgrapher Use FANZO10 gets 10% off this page: https://www.iographer.com/collections/cases As always you can listen to the show on any of the podcast apps and make sure to follow the host Brian Fanzo better known as @iSocialFanz on both Facebook Live & Periscope so you can watch the shows LIVE each week. Follow your host Brian Fanzo on Instagram Stories & Snapchat to get raw behind the scenes access to the roller coaster life of entrepreneurship as well as access to live streams where I engage with your the listeners and share how I make this all happen. http://www.Instagram.com/iSocialFanz http://www.Snapchat.com/Add/iSocialFanz As always you can listen to the show on any of the podcast apps and make sure to follow the host Brian Fanzo better known as @iSocialFanz on both Facebook Live & Periscope so you can watch the shows LIVE each week. http://www.Facebook.com/iSocialFanz http://www.Periscope.tv/iSocialFanz

My guest this week is Pierre-Loic Assayag, the CEO and co-founder of Traackr, the world’s most powerful and effective influencer management platform. Traackr lets marketers scale their influencer marketing programs by focusing on the individual people with the greatest impact on their objectives. Their customers include Coca-Cola, HP, OpenTable, Capital One, Kiehls, Travelocity, SAP and Adidas. Half of the top 50 communications agencies today use Traackr to drive successful social programs and earn more attention by engaging with the right people, an amazing achievement for a company just in the process of raising its first round of institutional capital. A longtime mar-tech veteran, Pierre-Loic has deep expertise in advertising and marketing innovation across the digital space. After starting his career at P&G, Pierre-Loic became Peugeot-Citroen’s first Director of New Media heading up an international portfolio of information technology projects. He went on to join the frontlines of the Internet economy at places including Viant and Optaros, bringing blue chip customers the vision and execution they needed to survive and thrive in a media landscape transformed by the slow, painful death of traditional mass media. In our second segment we’ll talk about a subject near and dear to any entrepreneur’s heart, which is when to raise money. Traackr’s been remarkably capital efficient in the way it’s grown into a global company, and that’s because Pierre-Loic has some strong views on the relative importance of customer revenue and investor capital. He also has a very specific and I think pretty unique way of thinking about when to go raise money, a model based on aligning your interests with that of investors I think could save a lot of us a lot of heartache as we journey down the road. -- How Hard Can It Be is sponsored by G20 Ventures, early traction capital for East Coast enterprise tech startups, backed by the power and expertise of 20 ​of the Northeast's most accomplished ​entrepreneurs. G20 Ventures.​..​​ ​People first. How Hard Can It Be is ​also ​sponsored by Actifio​, the world’s leading Enterprise Data-as-a-Service platform. Deliver your data just like your applications and infrastructure... as a service available instantly, anywhere. For hybrid cloud, faster DevOps, and better business resiliency, Actifio is Radically Simple.

Minter Dialogue Episode #192 — This interview is with Simon Sproule, CMO at the luxury car company, Aston Martin. It’s an iconic brand. In this podcast, we discuss the impact that digital has had on the company and on its marketing. We explore the recent Formula 1 partnership with Red Bull. Simon also shares with us insights on how Aston Martin looks after and works to engage its affluent customers, as well as the legion of fans. This podcast was sponsored by Traackr, an exceptional influencer relationship management platform that I have had the pleasure to use with great effect. Meanwhile, please send me your questions as an audio file (or normal email) to nminterdial@gmail.com; or you can find the show notes and comment on minterdial.com. If you liked the podcast, please take a moment to go over to iTunes to rate/review the podcast. Otherwise, you can find me @mdial on Twitter. Support the show (https://www.patreon.com/minterdial)

Minter Dialogue Episode #167 — This interview is with Alex Meerson, who runs La Boutique de Luxe working with a number of the most prestigious luxury brands, but is also Creative Director, founder and President of the eponymous luxury horlogerie brand, Alexandre Meerson. In this conversation, we talk about the creation of this luxury brand and explore and unpack the digital marketing strategy, specific to this luxury segment. We discuss social media marketing, commerce and influencer marketing among other great topics. Support the show (https://www.patreon.com/minterdial)

Minter Dialogue Episode #166 — This interview is with Violetta Gruosi, Social Media Manager at De Grisogono, the luxury jewelry company, headquartered in Geneva, Switzerland, and founded by Fawaz Gruosi. In this podcast, we discuss the novel approach De Grisogono has taken, as a luxury brand, in using digital marketing, social media and influencer marketing to drive the business. Among luxury brands, they are showing a new route. And I am also happy to announce that I have signed up an inaugural sponsorship of this podcast with the good folks at Traackr. If you've got comments or questions you'd like to see answered, send your email or audio file to nminterdial@gmail.com; or you can find the show notes and comment on minterdial.com. If you liked the podcast, please take a moment to rate/review the show on RateThisPodcast. Otherwise, you can find me @mdial on Twitter.Support the show (https://www.patreon.com/minterdial)

Minter Dialogue Episode #128 — This interview is Pierre-Loic Assayag, co-founder and CEO of Traackr, a solution for brands to help find, engage and leverage influencers. In this interview, we talk about the evolution of influence marketing, the challenges of engaging influencers and tackling the internal challenges of optimizing an influencer program. Meanwhile, you can comment and find the show notes on myndset.com where you can also sign up for my weekly newsletter. Or you can follow me on Twitter on @mdial. And, if you liked the podcast, please take a moment of your precious time to go over to iTunes to rate the podcast.Support the show (https://www.patreon.com/minterdial)

Minter Dialogue #83 Cet entretien est avec Nicolas Chabot, en charge de Traackr pour EMEA. Traackr, créé en 2008 par deux français installés aux Etats-Unis, est un outil pour aider à élaborer des stratégies d’influence en ligne. Visant des agences de communication et les marques qui souhaitent identifier et gérer leurs influenceurs, Traackr propose une solution intéressante. Avec Nicolas, nous discutons également de comment mieux gérer ses influenceurs et les particularités du marché français. Entretemps, vous pouvez trouver les show notes sur minterdial.fr ou bien me suivre sur mon tweeto francophone @mdialFR, sinon, sur mon Tweeto anglais @mdial. Je blogue également en anglais sur themyndset.com.

One of the most interesting alternatives to measuring online influencers to surface yet is Traackr, a premium service that reveals reach, resonance and rank in online social spheres. In this exclusive interview, Traackr Founder and CEO Pierre-Loic Assayag, talks about how his service differs from Klout and other online influence scoring services. This interview was… The post HOW TO: Find Online Influencers appeared first on Eric Schwartzman.