Presentation Title:The Rise of the Social Influencer

Holly HamannCo-founder and CMO

TapInfluence

Today You Will LearnMastering the creation and management of social content is the most significant challenge marketers have faced in decades.

Brands and agencies are now partnering with influencers to help scale the creation and distribution of content on social platforms that matter.

This presentation will cover how this trend evolved, define who these new influencers are, and why they matter to your marketing strategy.

(An outline will be covered on the agenda slide that follows.)

Holly Hamann• Currently co-founder of TapInfluence, a

content marketing software platform. • Have helped launch six start-ups in the tech,

social, and video industries.• Public speaker, blogger, and contributing

author to Huffington Post, Fast Company, and Chief Marketer.

• Currently serve as Board member for both Word of Mouth Marketing Association (WOMMA) and Deming Center for Entrepreneurship

• Active triathlete and lives in Boulder Colorado

About Me

Agenda• Major disruptions to world of marketing• 14 strategic shifts driven by social marketing• How consumer behavior is affected by social

media• Meet the new influencers• What’s the big deal about influencer marketing?• What content works and why

Three Major Sources of Disruption

1. Decline of Online Advertising

2. Focus on Content Marketing

3. Rise of Social Influencer

Banner Advertising

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

Comscore

Content Marketing

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

Forbes

Social Media

1,600,000,000

500,000,000

48,700,000

1,000,000,000

Social Media is the #1 activity on the

web

Marketers Used To Have The Edge

For the first time in history, consumers know more about the top marketing channel than brands do.

Major Shifts

Control

Impressions

Purchase

Reaching everyone

Conclusions

Facts

Linear

Partnership

Engagement

Consideration

Niche audience

Content

Opinions

Non-linear

Does social media affect consumer behavior?

• 74% of consumers rely on social networks to guide purchase decisions (SproutSocial)

• Consumers are 71 percent more likely to make a purchase based on social media referrals (HubSpot)

• Out of 53% of consumers who said they use Twitter to recommend companies or products in their Tweets, 48% bought that product or service (SproutSocial)

• 49% of consumers use Facebook to search for restaurants (Mashable)• Facebook is the #1 online channel for influencing the purchase of baby

products (Mashable)• Twitter is the #1 online channel for influencing purchasing decisions

surrounding electronics (Mashable)• 81% of US respondents indicated that friends’ social media posts

directly influenced their purchase decision (Forbes)

How valuable is influencer behavior?

Meet the new social influencers

What do they have that brands don’t have?

1. Trust2. Very targeted audience3. Authentic consumer

experience4. Already creating content5. Better, faster, cheaper6. Shareable7. Professional

What’s the big deal about Influencer Marketing?

1. Paid media2. Earned media3. Owned media

What kind of content works best?

Why does it work?

What does it look like?

Move The Needle

Move The Needle

• Find out which social platforms your audience favors

• Identify key influencers on those platforms • Collaborate with them on content that will

matter to your customers• Be sure to measure!

Get Started

- Understand the major shifts that are disrupting how marketers succeed in today’s social world

- Learn why social influencers are so powerful- Learn why brands and agencies are partnering

with influencers to scale the creation and distribution of content

- Learn what kind of content succeeds- See examples of brands using influencers

Key Takeaways

 www.onlinemarketinginstitute.org 

Thank You!

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