Influencer Marketing Quotes of the Week
“[T]the importance of audience measurement and data for influencer marketing is the same as that to television, radio or digital marketing. This data is key to matching the message, the product, service or brand, to the correct audience, in hopes of influencing consumer behavior within that audience.” – Craig Rennick (@craigrennick), The Importance of Influencer […]
Q&A with the Review: Philip Sheldrake, Author of “The Business of Influence”
This is the third installment of our ‘Q&A with the Review’ series in which we talk with prominent members of the influencer marketing community about their work and thoughts on the industry. Amanda Maksymiw and Duncan Brown helped us get the series started, and now we’re grateful that Philip Sheldrake, author of The Business of […]
Macala Wright: Contextual Analysis of Influencers is Key to Marketing Success
My last article on influencer marketing covered declining standards in influencer marketing. Many readers were left asking, “How do we then create effective influencer marketing programs?” In order to be effective, communications professionals must first remember what influencer marketing is and isn’t: Influencer Marketing is the process of identifying, researching, engaging and supporting the people who create […]
Macala Wright: Contextual Analysis of Influencers is Key to Marketing Success
My last article on influencer marketing covered declining standards in influencer marketing. Many readers were left asking, “How do we then create effective influencer marketing programs?” In order to be effective, communications professionals must first remember what influencer marketing is and isn’t: Influencer Marketing is the process of identifying, researching, engaging and supporting the people who create […]
Jack Neff: AdAge article – Coca-Cola Finds No Sales Lift from Online Chatter
Update: Coca-Cola’s Wendy Clark, a top marketing executive at the company, has joined the debate that followed publication of this report, arguing that the finding is true “in isolation” but that social media plays a “crucial role.” A Coca-Cola Co. study finds online buzz has no measurable impact on short-term sales, but online display ads work about as […]
Rebecca Mahony: Six Key Steps to Freshening Up Your Influencer Marketing Efforts
Jason Keath, a social media speaker and consultant, first bought the domain name SocialFresh.comin 2008, as he began to plan the first Social Fresh Conference in Charlotte NC. Originally, he wanted to Fresh Social, but the name was taken. In retrospect, he thinks that was probably a good thing. Jason began in the agency world as a creative person […]
Eric Miltsch: 5 Steps to Implement Influencer Marketing in your (Auto) Dealership
Automotive professionals keep talking about how influential they are within the industry, yet it seems that nobody is talking about who the influential people are within their own markets and local areas. We’ve made some progress with the reduction of the self-promotional klout score touting, now is your opportunity to focus the attention on local influencers and harness the […]
Macala Wright: Why Influencer Marketing is failing in Retail
For the past seven years, bloggers have become key elements in sparking critical conversations that can spread information in a rapid, “viral” fashion within the lifestyle, luxury, travel, and retail industries. However, the way in which we work with bloggers and influencers has gone terribly awry. The blurring of lines between earn and paid, lack […]
Russ Martin: SXSW – The Dangers of Influencer Marketing
While there are some willing to give influence ratings like Klout and Kred time to evolve, members of SXSW’s “The Secret Dangers of Online Influence Marketing” panel seriously challenged these online tools’ effectiveness. Some went as far as suggesting marketers drop their use altogether. “Klout and Kred don’t work. They never did and they never […]
Chuck Kent: Why Citizen Kane Would Never Make It As A Citizen Influencer
Citizen +K: The Rise of Social Influence A review of ROI: Return on Influence, by Mark W. Schaefer Orson Welles’ classic movie Citizen Kane tells of a once neglected and discarded child who grows to great influence as a king of content, but who fails to find lasting happiness. Reading Mark Schaefer’s description of Citizen Influencers in his book ROI: Return […]
Sam Fiorella: Where Culture Derails Social Influence Marketing
Where Culture Derails Social Influence Marketing During her 2005 tour of Japan, world-wide music superstar Madonna publicly praised Japan’s “Washlet,” an “intelligent” toilet that provides – among other features – posterior-cleaning water jets, hot air dry function, ambient background music and odour-masking technology. “I’ve missed the heated toilet seats,” the pop-diva promoted upon leaving […]
