2. About Your Presenter:
Holly Hamann
holly@tapinfluence.com
@HollyHamann
• Co-founder, TapInfluence (formerly BlogFrog)
• Sixth tech start-up
• 18 years in digital marketing
• Mathematics and Computer Science Degree
• Blogger – www.LoveandMath.com
• Frequent speaker on social marketing
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5. Brand Strategists
Marketing VP
Digital Mktg Manager
Brand Managers
Who should
CMO attend?
PR/Ad Agencies
Social Media Managers
Influencers!
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6. Agenda
• Intro
• Critical Trends in Digital Marketing
• Brand Challenges
• What is Influencer Marketing
• Why Influencer Marketing is Critical
• Case Studies
• Questions
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8. Disruptive Trends in Digital Marketing
Online
Advertising
Social Content
Media Marketing
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9. 1. Banner Advertising Doesn’t Work
Advertising budgets are shifting to social media, and major brands
are looking for intelligent, proven and measurable strategies to
improve engagement and influence.
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10. 8% of internet users account for
85% of all clicks
July 2012
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11. 2. Consumers Want Content
Content Marketing – compelling, relevant content, developed
internally or through a community of key influencers, is driving more
meaningful and stronger levels of social engagement with
consumers.
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12. There is only one true branding
mechanism online and that’s
content marketing.
May 2012
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13. 3. Social Media Creates Influencers
Social Marketing – a new breed of technologies and best practices
are emerging to target, automate and measure PR, sales and
marketing processes and the ROI of social marketing campaigns.
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14. In 5 years, marketers will spend
more on social, mobile, and video
than search.
2011
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17. Shifts in Brand Marketing
Control Partnership
Impressions Engagement
Purchase Consideration
Reaching everyone Niche audience
Conclusions Content
Facts Opinions
Linear (print/tv) Non-linear Mobile and video
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24. Influencer Eco-system
Brands need to reach millions of target
consumers with peer-trusted content that can be
distributed at scale across the web
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28. Case Study
ABC News and the United Nations Foundation wanted to connect millions
of moms in the US with moms in developing countries to drive awareness
and action around issues affecting moms and babies everywhere.
• Identify key influencers (lots of them)
• Mobilize them to create relevant and authentic content
• Manage creation, publication, timing
• Distribute content at scale across the web
• Measure performance
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29. Influencer Create and Amplify Content
Content Creation
65 Sponsored Conv 800+ Tier two 10 Community Women around the
Bloggers Bloggers Leaders world & Partners
Content Amplification
Content Centralization
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31. Results
800+ influencers
15.3 million blog readers reached
Facebook, Twitter, Blogs
Video, Photos, Mobile, International
31.2 million total social media impressions
100,000 registrations
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34. So Why Does Influencer Marketing Matter?
• Partners brands with people who have influence with target
customers
• Creates trust
• Provides relevant consumer content
• Content for video and mobile
• Scalable
• Creates powerful earned media
• Effective supplement (or alternative) to banner advertising
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35. Questions?
• Post questions on twitter using #TapInfluence or in
the Chat Screen of GoToWebinar
• Contact us for a demo!
• Register for our next webinar, September 7th
• www.tapinfluence.com
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