using smarturls for tracking influence marketing & off-site content
TRANSCRIPT
Warren Whitlock• B2B Influencer
• Keynote Speaker• Author
• Digital Marketing Consultant
• @WarrenWhitlock
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Krista LaRiviere
• Cofounder & CEO, gShift
• Keynote Speaker• Director, SEMPO
• @KristaLariviere
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Let’s Talk About… Industry trends
The importance of on-site content and off-site content & analytics.
Influencer marketing & influencer analytics.
SmartURLs & kontextURLs
Bringing it all together: challenges and solutions for tracking it all.
Polls, Q&A @WarrenWhitlock @KristaLaRiviere @gShiftLabs
Data intersection: Content Marketing, Influencer Marketing & SEO • Search engine optimization is about
brand discovery by keyword & content.
• Social & Social Influencers are now the distribution channels of brand content.
• Brands are demanding measured results of their investments into content creation.
• Unique content-level data across an entire web presence including influencer analytics for decision making and reporting.
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
CONTENT IS THE
KINGPIN“The most important opportunity is content as this pervades all the digital media that we are using to reach our audiences.”
Adobe/EConsultancy
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Content Marketing
Social
Media
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Everyone Has Influence
Set Clear Goals
One number KPIs support this Measure steps for optimization Easier decisions
Careful what you choose Mass outdated Demographics are minor Shiny Objects Still more we don’t know
Build Relationships
Social Media let’s your connect with existing customers, vendors, employees and competitors and their networks
One connection can introduce you to a hungry market
Listen and Respond to their needs
Avoid the temptation to make it a sales channel
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Network Effect
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Ways to Empower Influencers Find out what they want. See that they get it.
An offsite conversation will be a much more powerful endorsement than anything you say about yourself
Give them content in their preferred format Embed links to track in context of their conversation Reward what works. Repeat it with the best.
Be open to new or unknown influencers while focusing on the ones with the largest networks
You can’t control people or what they say. You can get more of what you want by helping others, building relationships and gratitude
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
On-Site versus Off-Site Content
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Brands are experiencing disruptive change with 67% of a customer’s digital interaction with brand content is off-site.
The Importance & Reality of Off-Site Content
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Poll Question #1
Do you know what percentage of your prospects’ interactions with your brand’s
content takes place off-site?
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
“It’s about the long-term process of enhancing both the brand's web presence asset and the opportunity for discoverability in search and social, throughout the prospect's buying cycle and across any device.”
- Krista
What is this all about, really?
Content Needs to Exist Off-Site
Creating content for your site is not
enough. You need additional
distribution and amplification using off-site channels.
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Challenges in Tracking Off-Site Content
Traditional analytics providers rely on tracking code, and therefore are only possible on web properties you control.
33%.
Engagement can happen beyond what is seen publicly, with content being shared through dark social.
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
What are SmartURLs?SmartURLs enable you to track a piece of content that leverages content tags, taxonomy and conversion paths for all of your external and on -site content.
Empowers digital marketers and content creators to illuminate engagement and conversion analytics without the use of a traditional analytics tool.
Influencer Analytics!@WarrenWhitlock @KristaLaRiviere @gShiftLabs
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
kontextURLs will provide:
• Branded, vanity short URLs
• Near real-time Content Performance by Channel
• Long-term data storage
• The true connector of SEO and Social Media to Content Marketing
• Influencer Analytics
kontextURLs – the only technology that measures and optimizes both earned AND Owned Onsite, Offsite and Offline content
What is Influencer Marketing?Influencer Marketing is driving A LOT of off-site content & engagement!
Influencer marketing is developing a strategy to engage and build relationships with influencers and create campaigns that they may participate in.
Brand influencers are individuals who have an audience that aligns with your target market. They are amplifiers!@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Poll Question #2
Is influencer marketing part of your digital marketing mix today?
YesNo
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Influencer Marketing as a channel
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Social
Media
SEO & Influencer Marketing• Using keywords to find influencers
• Understand audience profiles by demographics.
• Local influencer marketing
• Who’s talking about “smart water” and related topics.
• Lesser known influencers who can aggregately expand your potential audience reach.
• Tracking their impact through the funnel.@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Data: Tomoson
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Read more – gshift.it/DandD
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Identifying Influencers
Poll Question #3
Do you plan on adding influencer marketing to your online efforts in 2016?
YesNo
Unsure
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Challenges in Influencer Marketing
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Influencer Marketing meet Influencer Analytics
Poll Question #4
Are you using smartURLs or link shortening services for your off-site content now?
YesNo
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
SummaryThings to focus on:
• Content distribution & amplification
• Proper analytics for both on-site and off-site
• Consider influencer marketing to extend your audience
• Poll results and Q&A
@WarrenWhitlock @KristaLaRiviere @gShiftLabs
Thank You!
Poll Results
Questions
@WarrenWhitlock @KristaLaRiviere @gShiftLabs